Writing Landing Page Copy that Converts

Conversion copywriters are the people who know how to write a landing page copy that converts. They write content that converts readers and delivers sales. Their content pulls in readers, generates conversions, and ultimately increases sales. No landing page is complete without persuasive copywriting and without it your conversion rate could be taking a hit. With the right guidance, you can learn the techniques required to push casual visitors into the desired action. This might be to sign up for a newsletter, watch a video or buy a product. Conversion is very much a science of the mind, how your prospect's mind processes information, makes decisions, and decides to convert. In this post, I'll show you 5 techniques that are proven to help you write landing page copy that converts. After putting your time and resources into generating traffic, here’s how you can turn traffic into revenue by creating high converting landing page content.

1. Write Killer Headlines & Sub Headings​

The potential customer might never even lay eyes on the body of your copy if the headline doesn’t capture their attention. It must be strong and engaging so that a casual visitor stops what they are doing to investigate the body of the page to find out more. You can also write eye catching subheadings, CTA buttons and picture captions. After all, at first people skim over the content to figure out if it’s worth reading, and once they decide that it is they’ll dive deeper into the content.

2. Keep It Simple

Don’t over complicate, there’s no need for it. Keep your landing page copy clear and easy to read so the reader isn’t confused by what you’re trying to convey. For example, if you have lots of copy and you're saying the same things over and over remove the fluff and get to the point.

Simple landing pages typically convert better than long and complex pages. Don't forget to remove any long words that nobody uses in everyday language! Emphasise the Benefits, not the Product An important lesson in how to write landing page copy is learning to write about features as benefits. You describe the features of a product or service by describing their benefits.

  • Features are an element of a product or service.

  • Benefits are how that feature helps the user.

Potential customers don’t want to hear about the specifics of your products or services, but instead the benefits that they’ll gain from using them. They care more about the solution than anything else, and if you can demonstrate that your products provide the solution you’re on the right track. For example, when the iPhone 11 first came out it featured 4K video at 60 fps. For this feature they highlighted the benefit of the video feature as ‘it captures four times more scene, so it’s perfect for action shots like your dog catching a frisbee.’ This connects emotionally to the reader and they’ll remember this image much more than the technical information.

3. Ask Readers to Take Action - the CTA

If you don't ask for conversions, you won't get them. That’s why I suggest you start with the end goal in mind (the whole point of your landing page). All of your copy should be building up to that end goal and conversion. Similarly, writing CTA button copy is just as important, if not more so, than the rest of the copy on your page as it encourages users to take a specific action.

4. End Strong

You must infuse landing page content with strategy at the beginning and end of the page if you want it to effectively motivate your audience. So before you close a page of copy, try the following strategies:

  • Scarcity. Use language that lets audiences know their access to the product or service may be limited. I.e. only 5 left, once in a life time offer.

  • Add a sense of urgency. Encourage your audience to take action by putting a deadline on the offering. I.e. 24 hour sale, countdown timer.

  • Finish with a call to action. Tell readers exactly what they need to do next to get closer to acquiring the product or service.

5. Put your Content to the Test

Before starting your landing page content, make sure you understand the basics of what has been presented in this article on how to write landing page copy that converts. Keep the copy simple, to the point and explain the benefits of what you’re offering. And remember, your landing page copywriting doesn’t end once you write your content. You can run tests to ensure the text is optimised to create the best results possible. A/B testing allows two different versions of a landing page to be tested. You could test out different headlines, CTA’s and much more to get the best conversion rate possible.

Now It's Time for You to Create Landing Page Copy That Converts

Now that you have a better idea of how to write landing page copy that converts, it’s time to put these tips into practice and start creating optimised and more user-friendly landing pages.

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