As far as online content goes, copy is the backbone of your landing page. Your headline, lead-capture form, social proof, and CTA (call to action) button must all optimize language that inspires visitors to engage. Otherwise, your landing page won’t convert visitors into customers.
Whether you’re struggling to write landing page copy that converts, or you’re just curious to learn a few tips to enhance your copywriting, this article is for you. Keep reading to learn how to write copy that converts.
Why is Landing Page Copy Important?
Well, to start with, have you ever visited a landing page without any copy on it? Probably not.
That’s because language is fundamental for human-based interaction. Sure, page design and graphics can convey a compelling message. But copy is what explains your offer in detail. This is where you have the opportunity to fully engage your customers, and—if you do it well—secure more conversions.
In essence, you should consider optimized landing page copy to be the foundation for your online marketing presence. Well-written copy familiarizes visitors with your company, your website, your brand, and your products, which thereby increases the chance they’ll convert to a customer.
Language is all about persuasion. And with the right landing page copy and CTA button, persuasion translates to higher conversion and increased revenue. Wondering how to write landing page copy that’s persuasive? Here are some tips:
Identify Your UVP
First and foremost, you need to determine your UVP (unique value proposition). This is your selling-point that differentiates your product or service from other competitors. Does your brand produce superior results? Create a statement that details what your product offers and what makes it better than its competitors.
Make sure to tailor your UVP statement for your specific audience. Consider your visitors’ needs:
- What benefits will they get if they buy your product?
- How will your service improve their lives?
- What issues will your offer resolve?
Allow the tone of your UVP to influence the rest of the copy on your page, all the way from the headline to the CTA button. This way, visitors who skim over the copy on your landing page will be able to quickly understand what your service does, who it’s for, and how it helps.
According to a recent survey, 61% of online users want companies to prioritize personalization. A great way to ensure your online customers enjoy a streamlined, personalized experience with your brand is to message match your company’s ads and your company’s landing page.
When people click on your ad, it’s because they’re interested in the message you put into it. They want your website to live up to the expectation set by your ad. So by message matching both the copy and visual design of your ads and your landing page, you fulfill visitors’ expectations from start to finish. This shows patrons that your ads are true to your promise, which makes them more likely to convert from visitors to customers.
Outline a Visual Hierarchy
Visual hierarchy is a way to rank the elements of your landing page based on each element’s likelihood to convert a visitor into a customer. So in other words, when it comes to your landing page, visual hierarchy is your blueprint for relevancy. There are several key factors to consider as you decide the order of your visual hierarchy:
- Differentiators—How is your business unique from your competitors?
- Pain Points—What problems does your product or service solve?
- Benefits—What value do customers receive from your offer?
- Sales Objections—What might prevent a conversion?
- Call to Action—What happens when a customer clicks your CTA button?
Consider each of these factors carefully as you map out the copy on your landing page. Present information in a clear flow that encourages visitors to scroll down your page and click the CTA button.
Write Copy for Each Page Element
Once you’ve outlined your visual hierarchy, you’re finally ready to begin writing the copy for your landing page. Here are some helpful tips to help you optimize each page element:
- Headline—This is the first element a visitor sees on your landing page, so make sure the copy here is brief and compelling. A good headline should summarize your offer in succinct terms. The goal is to hook visitors so that they want to view the rest of your page. Bonus points if you can highlight your UVP in your headline.
- Body Copy—This is your opportunity to convey important information about your product or service. Many brands also use this space to tout new features and latest products. But make sure to prioritize user benefits as well in your body copy, as this information is what usually propels visitors to convert.
- Social Proof—This element on your landing page is for testimonials, reviews, and other positive feedback from customers. Compelling social proof allows you to establish credibility and trust with visitors. It showcases the loyalty you’ve built with your current customers, and encourages visitors to join the bandwagon.
- Call to Action—Finally, the CTA button is the last element of your landing page, and it is at this critical step that visitors decide whether or not to convert to customers. Make sure the button copy is relevant, clear, and action-oriented. And don’t forget to remind people of the benefits they’ll receive by clicking your CTA button.
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