Here’s one thing you should know: a landing page is a powerful tool for every business. It’s the first stop for customers who stumble upon your website. However, their buying decision does not actually depend on the design or aesthetics of the landing page. Rather, the landing page conversion rate depends on what is actually written. That’s why despite the fact that there are tons of landing page optimization tools out there, none can guarantee you conversions. That’s because it is your content that differentiates a landing page from a home page.
Here is how to write a great landing page that’ll actually convert visitors into customers:
Know Your Audience
It’s essential to know the demographic of people that will be visiting the landing page you’re creating. This will not only help you tweak your language, it would also help you understand what they want and need. All other tips are secondary to this. If you don’t understand who you’re talking to, you’ll most likely fail to pass the message you want.
For instance, if you’re writing the landing page for a skincare website, your demographic will most likely be women. As such, you have to speak to them in the language they understand and are used to. This way, they can relate and feel you understand what they want. Knowing your audience is crucial to writing a great landing page.
For every industry or product, there are “buzzwords” or keywords that would make people who are interested or have a little knowledge of that niche excited. Maybe “excited” is going too far, but these keywords tell your readers that you have knowledge of that field, and as such, they would pay more attention. Every professional article or essay writer knows and uses this practice. Inserting keywords when writing a landing page is a great SEO copywriting practice because it not only boosts the optimization of the page, but it also helps the conversion factor of the page.
In the same vein, it builds trust with the readers, telling them that you know what you’re talking about. While there are thousands of keyword research tools out there, you can’t find one much better than Semrush.
Write in Second Person
When writing a landing page, keep in mind that you’re writing to one person. Yes, just one person. Do not write in first or third person. Write like a salesman trying to sell a product to a customer in front of them. The one customer is your entire demographic, but make sure they’re reading it like you’re talking to them directly. Avoid using words like “I, they, their”, etc. You may use words like “we” and “our” to describe your brand, but the focus should be more on the reader because you’re trying to convince them to buy something. Your landing page is your first pitch, and as such, you need to use it to make the reader feel as special as possible.
One undisputed fact in copywriting is this: you can never write a copy better than your customers. It’s true. There’s nothing more compelling than hearing or reading the review of someone who’s already used that product or service before. It’s why some websites base their entire landing page on testimonials. It’s always a great practice to place good reviews on your landing page. It cuts away doubt and reinforces your copy because it’s telling your readers that what you’re selling actually works.
Highlight Features as Benefits Benefits as Features
During a recent study, researchers found out that most people don’t tend to buy solutions as much as they do benefits. In the past, most sellers sold their products as a solution, but these days, people already know the solution they’re searching for before they come to you. So when writing a landing page, instead of writing features of a product and trying to sell it as a solution to their problems, write HOW the product will benefit the reader.
But don’t stop there. You could also tell them what they’ll lose by not using your product or service. This is an effective approach, as most humans absolutely hate losing and would be moved to get something that’ll stop them from losing. It’s a basic human instinct and exploiting it when writing your landing page is a great way to make sure it converts.
A headline is the heartbeat of every copy. It’s what grabs attention and makes the reader want more, hence pushing them to read your entire copy and your offer. Your headline should be short(not more than 20 words), but it should also tell the reader about what the product or service you’re offering is all about.
If there’s an image accompanying the headline, the latter should complement the picture, and the picture should further reinforce the headline. The truth is, most people don’t read all of your copy. They skip, skim, and scan through the page, but they don’t usually read everything word for word. But the words they’re definitely going to read are the ones in your headline. So make sure it carries your message and i sells your product or service on its own.
At the end of your landing page, you should communicate a sense of urgency to the reader. If possible, try to make them think there’s a limited offer for your service or product or a discount at that time. Also, make sure you tell them the exact steps they have to take to get closer to procuring your product or service. Incorporating scarcity and urgency to your CTA increases conversions. This is because most people typically put off buying till another time and end up forgetting, leading to fewer conversions.
Writing a landing page is as much writing as it is strategy. You must take time to plan and prepare before you actually write the page. Imagine you’re preparing a war campaign, because your landing page is your weapon of warfare against other competitors for the attention of your consumers and increased conversion.
Guest article by James Baxter
James Baxter is professional essay writer, ghostwriter, and editor at write my essay.