Once you’ve determined how to handle some of the more intricate parts of your landing page design like the page design and development, for example, you might think that you’re in the clear. After all, writing about your product or service is the easy part, right? Not always. 61% of online marketers say generating traffic and leads is their biggest challenge, and often, this challenge is exacerbated by one thing: landing pages that don’t connect well enough with customers to make them take action. While layout, design, and CTAs that convert are essential components of effective landing pages, you can’t overlook the importance of your landing page content and copy. Make your landing page a launchpad that reliably converts the potential customers who land there with these three essential copy tips.
Eliminate Redundant Language
Fluff and flowery language has its place in writing—but that place isn’t on your landing page. Focus less on descriptive language and more on getting straight to the point. On average, you have less than 15 seconds to hook your visitor. Increase the odds that they’ll connect with the solution you’re offering by making it easy for them to understand that your product or service is for them with just a cursory skim of your copy. If you’re having difficulty recognizing places where your copy could be simplified, check out Purdue University’s source for eliminating redundancies in writing.
Construct Compelling Headlines
All marketers agree on the importance of an attention-grabbing headline, and many believe that a good headline can even overcome other common landing page missteps. According to iconic British advertising executive David Ogilvy, five times as many people read the headline as read the body copy. Are your landing page headlines doing enough work to capture and entice your visitors? Whether you construct your headlines to give visitors a clear understanding of the purpose of your product or build them to entice visitors to keep reading, make sure that your headline is clear and relevant. If you need inspiration, this Wordstream article outlines 5 high-converting headline templates.
Make Your Customer the Hero
It’s easy to get caught up in talking about how awesome your product or service is, and you should certainly communicate that value. The best landing page copy, however, puts the customer front and center, phrasing important points in a way that makes it crystal clear to the customer what benefits your product helps them receive, or what problem it helps them solve. Often, this comes down to perfecting your unique value proposition. Imagine you’re writing to your ideal customer, and not a nebulous sea of potentials. This will help you get specific and write headlines and copy that will excite your customers and help them imagine how your brand will enhance or improve their lives.
75% of businesses have problems finding suitable expertise for optimizing their landing page copy.
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