Conversion copywriters are not only cool but wonderful people as well! These guys are at the center of every marketing campaign because they write landing page content that actually converts readers into prospective clients. Their words are well scripted to generate buckets of cash for your business!
Wouldn’t you love to have such a skill? Well, the good news is that conversion-focused copywriting is only partly a skill. The rest is basically a technique that you can learn and master.
You read that right!
You see, conversion is 99% science of the mind. It involves understanding how your prospects’ mind processes information and makes crucial decisions.
The other 1% is about mastering the techniques that can unlock their minds and make them think in a certain way.
So, if you have been struggling with writing killer landing page copy that converts, you have come to the right place.
This post outlines some of the best techniques we use to pump out high-quality copy that generates traffic and turns it into revenue.
It All Starts with a Killer Headline
A prospective client might never even lay their eyes on your copy if the headline doesn’t capture their attention.
So, think about a funny, controversial, or shocking headline. The primary goal here is to make your target prospect stop what they are doing and want to read the body of your copy based on your headline.
For instance, ZOHO uses the following headline on their landing page copy:
“Close More Deals in Less Time.”
This headline is not only benefit-driven but also speaks to the pain point of their target customers, which is wasting time on deals that never close.
While most businesses focus on what they do or sell, the best headlines focus on how the prospect will benefit from using your product or service.
When you understand the science behind conversion, it becomes easier to write headlines that can make people stop scrolling and click on them.
Some of the techniques we use to write headlines that make prospects want to learn more about our services include asking a question, making a bold claim, using numbers or statistics, using negative words, using emotional words, and using actionable words.
The Sub-headline Is Also Important
While the headline is what will get them to click on your landing page, the sub-headline is what will make them stay. This is where you further elaborate on the benefits of your product or service and how it will solve your target customer’s problem.
Sub-headlines are also a great way to establish credibility, build trust, and increase social proof.
For example, ZOHO’s sub-headline is:
“The all-in-one sales CRM software gives you the power to close more deals in less time.”
This sub-headline further elaborates on the benefit of using their product and how it will help their target customers achieve their goals.
It also establishes credibility by mentioning that their software is all-in-one, which means it has everything the prospect needs to close more deals.
Emphasize the Benefits, Not the Product/Service
One of the most important lessons we have learned in digital marketing is that prospective customers don’t care about your product or service. In simple words, they really don’t care about the solution you are trying to sell to them.
This is because most customers already know the solution they are looking for since they can learn almost anything from the internet.
In fact, not only do they know the solution they are looking for, but they also know the specific features they want and the basic requirements the product or service must meet.
So, if you are only pitching your product or service, you aren’t giving your prospects what they want. Instead, you need to pitch the benefits of your product or service.
For example, let’s say you are selling video editing software.
In this case, your prospective customers don’t care about the software itself. They only care about the benefits they will get from using the software.
Some of the benefits they might be looking for include creating professional-looking videos, saving time, saving money, or being able to create videos that convert.
Therefore, your job is to sell the benefits of your product or service and not the product or service itself.
Use Scarcity and Urgency
Scarcity is one of the most powerful conversion techniques since it creates a sense of urgency that makes people take action.
For example, if you only have a limited number of products in stock, you can use this scarcity to your advantage by mentioning it in your headline.
This will make people want to buy your product before it runs out.
You can also use urgency by offering time-sensitive discounts or deals. For example, you can offer a 10% discount if people buy your product/service within the next 24 hours.
This will create a sense of urgency that will encourage people to take action and buy your product.
Use Images, Graphics, and Videos
People are visual creatures, and are more likely to remember something if it is accompanied by an image.
This is why the use of images, graphics, and videos on your landing page can be very helpful in getting your message across.
Make sure to use high-quality images, graphics, and videos relevant to your product or service.
However, you should avoid using too many images, graphics, or videos on your landing page, as this can make it look cluttered and unprofessional.
Use Testimonials and Customer Reviews
Another great way to increase social proof and build trust is to use testimonials and customer reviews on your landing page. The simple logic here is that people are more likely to do what they see others doing.
In fact, no one can write a better piece of copy than a satisfied client. It goes beyond any doubt that the satisfaction is derived from the solution they received, and they are willing to tell the world about it.
Powerful reviews and testimonials show prospective clients the experience they will get if they purchase your product/service. This is a great way to increase conversion rates.
Add a Call-to-Action Button
The whole point of having a landing page is to get people to take action, and the best way to do this is to use a CTA (call-to-action) button.
Your CTA button should be clear, concise, and direct. For example, it could say “Buy Now,” “Download Now,” or “Get Started.”
Additionally, your CTA button should be placed in a prominent position on your landing page so that people can easily find it.
Test different CTA buttons and see which ones get the best results.
Keep Your Writing Simple
The best landing page copy you will ever read will always be simple. You may be an excellent writer, but it doesn’t matter if you can’t keep your writing simple.
The fact is, people don’t want to read long paragraphs of text. They want to be able to quickly scan your landing page and get the information they need.
Therefore, it’s important to keep your writing simple, direct, and to the point. Use short sentences and paragraphs, and avoid jargon or technical terms.
However, simplicity shouldn’t replace creativity. Some of the words you should avoid using in your landing page copy include:
- World leader
- Flexible platform
- On-demand marketing software
- Paradigm shifting
- Changing the way XYZ is done
- Once-in-a-lifetime opportunity
- Exceeding customer expectations
Write Like a Human
Another technique that will make your landing page convert is to sound like a human being.
At some point, some copywriters decided it would be great to produce content that sounds robotic or a bit strained.
Unfortunately, this makes it difficult to understand, and it doesn’t appeal to emotions.
When writing your landing page copy, imagine that you’re talking to a friend. Use contractions such as “don’t“, “can’t“, and “won’t“.
Also, use expressions such as “I’m sure” or “You might be thinking.” This will make your copy sound more natural and human.
Finally, avoid using “We” too much on your landing page. It’s okay to use it occasionally, but for the most part, you should focus on talking about the benefits of your product or service, and not your company.
The Partying Shot
Landing pages are a key part of any digital marketing strategy, and the copy on those pages is essential for converting visitors into customers.
However, creating effective landing page copy can be quite challenging with so many factors to consider.
By following these simple tips, you can create killer landing page copy that will help you achieve your conversion goals. So, what are you waiting for? Start writing now!
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