As they say in business, sales solve everything. But how do you increase your sales?
A great landing page is a must when it comes to converting visitors into paying customers, which is why it’s crucial that you pay attention to the fine print.
You only have a few seconds to get the attention of those visitors, so if you can successfully show them how they can benefit from what you’re selling and why they need it, they’ll be that much closer to taking action — which means you’ll be one step closer to making a sale.
Like most things, creating a great landing page is an art, and is essential.
The good news is, we’re all artists, but some of us just need a little more practice!
So, let’s get on to the good stuff.
Here are our 9 top tips for landing page copy that converts.
Make sure you answer these questions
There are three questions that are really important when it comes to your landing page. They are:
Who you are
What your product or service is
What your offering can do for them
These are the core things that every landing page needs to address. Once you’ve got these covered, you’re well on your way.
Grab them right away
Attention spans are small among today’s generation and growing increasingly smaller. That means you’ve got a small amount of time to grab your visitor’s attention when they land on your web page.
If you don’t grab them immediately by speaking to them and the problem they’re facing. They’re going to leave your page and carry on their search elsewhere.
It’s less about you, and more about them
One of the biggest mistakes you can make on your landing page is making it all about you.
Think of it as a first date. This is your first impression of someone who doesn’t know you. If you talk and talk about who you are and what you do, without paying any attention to them, you’re probably gonna come off as a little self-obsessed; maybe even rude.
The thing about someone visiting your website is, they’re even less committed than someone who has agreed to go on a date with you, which means you’ve got to pull out all the stops to hook them in.
Speak to your target audience. Use their language when creating your copy. This is how you get them to carry on reading past the first few sentences.
And if you want to highlight your achievements and expertise, you can use past customer testimonials to do this in a subtle way.
Emphasize the benefits, not your product or service
Nobody really cares how amazing your products or services are (apart from you, and maybe your parents). This means, they no longer care about the solution that you’re pitching to them. That’s because there’s a high chance they already know what the solution is.
What they want to know is the benefits of your offering. Pitch the benefits. This could be something like how your product or service will make them feel, or what they’ll gain from it mentally, physically, emotionally, or even spiritually.
The internet is a big, noisy bubble. So how do you stand out in all that noise?
So many landing pages are filled with boring, bland copy. If you want someone to buy something from you, you have to work for it.
Your headline is one of the most important things, so be sure to spend some time crafting the perfect one, and split testing a few options out.
Write like you’re an actual human being
At the end of the day, you’re trying to get people to buy something from you. Those people are human beings — which we often forget!
A robotic, forced copy isn’t fun to write, and it’s a snooze to read. I mean seriously, who’s reading that stuff?
I don’t know. But I know for sure nobody is converting on it…
People like to connect with other people, so when you make your copy sound human and more personal, it will resonate on a much deeper level.
A great tip to do this is to write the way you speak. Use short, simple sentences. Add in some humor. Use expressions.
Just have fun with it.
Don’t be sloppy with your grammar and spelling
If you’re not the best speller in the world, there are no excuses for poor grammar or spelling mistakes on your landing page. Not when you’ve got the internet, dozens of spell checkers, and professional copy editors at your feet.
Sloppiness in this area will reflect badly on your business and can lead to people feeling like they can’t respect or trust you.
Creating an amazing landing page that converts is all in the attention to detail like this. Sometimes, you might break a grammatical rule because it helps your copy flow better, but there are certain times when you need to just get it right!
If this is one of your weak areas, get a trusted colleague or even a professional copy editor to review your landing page for you before you publish it.
Create a sense of urgency
A lot of people are naturally attracted to things that are rare, or only available for a limited time. And the great things about this is it encourages visitors to your landing page to make a quicker decision than usual.
There are a number of ways you can create a sense of urgency in your landing page copy:
- Use a countdown timer clock
- Offer a temporary deal
- Say places/people are limited to a certain number
- Use timing words (such as now, without, limited, reduced, soon)
Play around with these, and see what has the best results for your offering.
Keep it simple
The best landing pages — that also have the highest conversion rates — are the ones that don’t have any fluff.
All you need to do is emphasize what really matters — what you’re offering, and what it can do for your potential customers — and make it easy for them to purchase it.
Things like pop-ups and sidebars can work well if done selectively, but stick to just a few; keep your text short and to the point with a few killer images, and a couple of call to action buttons.
These are some of the basics when it comes to creating a landing page copy that converts. Once you’ve got this foundation in place, you can begin to layer more complex components on top.
Your landing page is one of the important parts of your sales process, but it’s not everything, so be sure to pay attention to all the other elements that are needed to build and grow a thriving business.