Conversion Optimization

16 Practical Landing Page Copywriting Tips

By August 15, 2014 One Comment

Landing pages are where your marketing efforts come to fruition, and your prospects become leads and customers. Landing page copywriting is a crucial component in the efficacy of your sales funnel – so, to improve your landing page conversion, I’ve compiled 16 hard-earned copywriting tips. These tips are designed to be as practical as possible, allowing you to maximise your landing page conversions in a handful of quick and actionable steps!

 

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16. Copy comes first.

Your copywriting is the heart and soul of your landing page. It’s your primary method of communication with the reader – it’s direct and personal, and the mechanism for illustrating the value of your offer. Whilst a sexy, graphic-laden landing page can improve conversion rates, there’s no substitute for effective landing page copy. When designing a landing page, always start with the copy.

 

15. Write your headline first, edit it last.

Headlines matter. When a visitor clicks-through to your landing page, you have one shot at conversion. You have to hook their interest from the first millisecond, and convince them of the relevancy of your landing page, and the benefits of its offer. Your headline needs to be:

  • Short and sweet
  • Congruent with the clicked CTA
  • Benefit-focused
  • Interesting and eye-catching

Aim for interest above all else; and creating an engaging headline should be enough to hold your reader’s interest. Write your landing page copy with a headline in mind, and return to it when the rest of your copywriting is complete. Assess it for relevancy, benefit and interest. Split-test if necessary; then rinse and repeat your way to a killer headline.

 

14. Keywords are for your reader.

Keywords are a valuable tool for attracting people to your landing page, but they’re even better at illustrating the relevance of your landing page. If your reader clicked-through a CTA about inbound marketing, integration of related keywords into your title, headers and copy will constantly remind your visitor of why they clicked-through to your landing page – and why they need your offer.

 

13. Tackle pain points directly and obviously.

Your landing page copywriting should systematically address the pain points of your audience. After all, the offer at the heart of your landing page is designed to solve these problems – so it’s essential to directly correlate their pain points with your offer.

 

12. Use questions as subheadings.

Use the subheadings of your landing page copy to make this connection, and ask the same questions your reader will be considering. ‘How does the subscription system work?’ ‘Can I switch to another package at a later date?’ ‘How is this product different from X competitor?’

 

11. Promote benefits, not features.

No matter how effective or interesting your latest software package is, your reader won’t share the same enthusiasm. They won’t appreciate the subtle nuances of your programming, or the hours that went into it’s killer UI. In fact, they won’t care about any of the features – only the implications of those features. Instead of reeling off a list of features, promote the time- and cost-benefits of those features. Killer UI? It’s easier to train your team to use the software, and you’ll save hours in wasted productivity. Clever programming? The software is twice as effective as the previous version, generating double the leads and earning twice the ROI.

 

10. Get specific with your benefits.

The more specific your benefits are, the more your reader will be able to empathise with them. ‘Save time’ and  ‘save money’ are overused, vague and devoid of any real meaning – so drill-down to the industry-specific benefits of your offer.

 

9. Take action with actionable words.

Effective landing page copywriting has to create action. Educating your reader isn’t enough, and unless they feel compelled to act upon your offer, your efforts have been in vain. To drive that all-important visitor action, use actionable words throughout your landing page copy. Take, Drive, Capture, Find – use words that speak directly to your reader, and tell them to do something, and do it now!

 

8. Speak to the second person.

That means you. Yep, you, sitting there, hunched over your keyboard, latte in-hand, intense look of concentration written across your face. Effective landing page copywriting doesn’t speak at the reader – it speaks directly to them. Think of your copywriting as a conversation, because in reality, it is. You’ve managed to earn yourself a few minutes of one-on-one time, and the least you can do to honour that is talk directly to your reader. Persuade them that this offer is here to solve their problems, and their problems alone.

 

7. Concise copy creates conversions.

Get your message understood in as few words as possible. Your landing page should promote a clear set of benefits, and every word of your copy needs to serve those benefits. Communicate your message in fewer words, and the benefits of your offer are more likely to be read, understood and acted upon. Edit with ruthless efficiency, and never shy away from killing your darlings.

 

6. Go big or go home.

There’s no room for subtlety in your landings page. Your reader is time-constrained, and hunting for the benefits of your offer. You need to make them as obvious as possible. Don’t shy away from the dramatic, and don’t mince your words.Your inbound marketing package isn’t a lead-generation tool – it’s a 1000 BHP lead-generation machine. Use hyperbole, but don’t lie!

 

5. Consistency creates authority.

Authority is important to develop trust, and encourage conversion. Your landing page copywriting can have help instill authority; and consistent use of spelling, grammar, capitalisation, proper noun usage and data can help boost your conversion rate.

 

4. Get social with your proof.

Testimonials, social media quotes and endorsements are all powerful forms of social proof. Integrate them into your landing page copy, and provide accurate information about the context of the proof and its source. Be careful with hyperlinks – you don’t want your reader to leave your landing page!

 

3. K.I.S.S.

Keep your landing page copywriting as simple and streamlined as possible. Use clear, concise and non-technical language wherever possible. Use a simple page layout and small paragraphs, and split-test bullet point lists, text bubbles and sub-headings. Use your copywriting to guide the eye from benefit-to-benefit, working down the landing page in a clear and linear direction -culminating in, you guessed it, the CTA.

 

2. Create a smart CTA.

The call-to-action is where the magic happens. It’s the purpose of your landing page, and a generic ‘Click Here’ won’t do. Your CTA needs to reflect the topic, tone and content for your entire landing page. It needs to be benefit-focused, and it needs to instill confidence in your reader’s decision to engage.

  • ‘Get your consultation now.’ 
  • ‘Send me my free resources!’
  • ‘Sign me up for 3 Months of Free Membership.’

 

1. Get weird and wonderful.

Last but by no means least, experiment. here are no hard-and-fast rules in copywriting; and whilst these best-practices should always guide your hand, they should never limit your creativity. The end goal of landing page copywriting is always conversion – and if it works, it works. As long as your track its efficacy and conversions, you can experiment with weird and wonderful sentences, structures and designs.

 

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Armed with these 16 landing page copywriting tips, it should be an easy process to improve your sales funnel and watch your conversion rates soar. If, however, you find yourself amongst the ranks of the time-poor, help is still at hand! I’m a freelance marketing copywriter, and I specialise in white label content for growing marketing agencies. From blog posts to landing pages, I can create conversion-focused, engaging content, from behind-the-scenes. To discover how to grow your agency with white label copywriting, get in touch!

 

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Ryan

Author Ryan

I help SaaS companies grow with content marketing. I also drink Scotch. Sometimes together. CMO & co-founder, Cobloom.

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