24 Mar
Did you know that there is such a thing as a landing page optimization strategy? Yup, it’s true. And instead of seeing it as one more strategy to think about, look at it as another excellent opportunity to convert. According to statistics, long landing pages have the ability to up your generation leads by 220%. Proof that landing page copy is big in conversion. Sadly, 75% of businesses find it challenging to get someone to optimize their landing pages copy. Worry no more, as here are eight tricks to help you write a landing page copy that converts.
What is a Landing Page?
A landing page is an independent web page created especially for a single goal or objective. It focuses on a specific marketing or advertising campaign. When someone clicks on your ad or an email link, this is where they’ll “land.”
Technically speaking, any page of your website can be classified as a landing page. But to be more specific, it is often described as campaign-specific, with no navigation and only a single call to action.
Why are Landing Pages Good at Conversion?
While your website holds everything that a prospect would want to know about your brand, a landing page zeroes in on one topic alone. That is, to convert visitors into leads, and eventually, into sales. You can use landing pages to do the following:
- Generate leads
- Gather demographics information
- Track and analyze data
- Inspires specific action
- Opportunities for optimization
- A form of social proof
How Do Landing Pages Work?
Here’s the process of how landing pages become effective marketing tools:
- A prospect sees your ad or a link in an email they received
- Users click on the ad or the link
- They click on a CTA
- They fill out a form
- Your system saves the info they give
- You can now contact them or craft campaigns suited to them
Tricks to Write Converting Landing Pages
Master Writing Killer Headlines
Your ad or email successfully got your prospect’s attention enough to get them to click. And now that they’re on your landing page, don’t waste the effort by writing lukewarm headlines. Your headlines should lead them down to what action you want them to take.
This example from Video Fruit, now known as Growth Tools, is superbly written. It gets the attention quickly and clearly shows what you can gain from the company.
Go for Short and Simple
From the example we used above, you can see that the language the company used is friendly and conversational. In other words, short, simple, and direct to the point. You don’t have to know all the big words like the famous writers. You need to know how to speak to your audience without intimidating them.
This is especially helpful as it makes people feel that you’re speaking to them on a personal level. It’s also excellent for building trust and making a connection with visitors.
Leverage Your Customers’ Testimonials
Customer testimonials add trustworthiness, credibility, and reliability. You can put them to good use when you create landing pages showcasing these. A study on landing page optimization states that 37% of the best landing pages use testimonials. For this reason alone, you should, too.
Testimonials compel potential customers as they can see how your brand helped others. ChowNow did it right with this landing page:
Focus on the Offer
Make good on your promise by focusing on your offer rather than the company itself. Of course, you can’t talk about one without the other. But on your landing page, make sure to highlight what you’re offering and less about your company. This makes for a better impression and that you’re serious about getting their business.
This Transferwise landing page shows how you can send money abroad easily. The graphic design is straightforward as well as the headlines and other texts.
Get Creative with CTA
Quoting Mahatma Gandhi, “If you don’t ask, you don’t get it.” It’s SOP for landing pages to have call-to-action buttons, otherwise, people wouldn’t know what to do next. But, it should not stop there, you need to be creative about it to get attention better.
Some of the most common CTAs are:
- Sign up now.
- Learn more.
- Try for free.
- Subscribe.
- Get started here.
Take inspiration from Prezi and Panthera, who both did a great job with their CTAs: Give Prezi a try and Join the pride today.
Write for Your Target Audience
Write in a tone of voice that can speak to your exact audience. Knowing if your readers prefer free ebooks or discount coupons lets you create copy that can get them hooked. Similarly, knowing their preferences can help you choose what writing style to use that they can relate to.
Use Numbers
Adding numbers to your landing page copy can significantly help with conversions. The number of customers you helped or a few user statistics can provide specificity. This helps in giving examples that are reassuring, especially to those still skeptical of your business.
Lyft perfectly exemplifies this in the example below. It shows how much you can earn from driving for them. The earning calculator is a good addition, too.
Add Social Proof
Customer testimonials are great trust builders, but if you want more, you can always add social proof to your landing pages. This assures potential customers that doing business with you is a good decision. Whether it’s a celebrity’s endorsement, an expert’s stamp of approval, or your business’s credentials, be sure to include them.
Research tells us that 92% of consumers trust non-paid recommendations than any other type of advertising. Don’t hesitate to include your clients’ logos (with their blessings, of course), number of shares, or positive reviews in your landing pages.
Final Thoughts
Landing pages are excellent marketing and converting tools. They’re the best invitation you can create to convince prospects to visit your website. There’s more to it than just writing a good copy. Ensure that yours does the job effectively, and with these tricks, you’re sure to do it.
