{"id":137589,"date":"2019-09-11T14:16:55","date_gmt":"2019-09-11T14:16:55","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/?p=137589"},"modified":"2019-09-11T14:16:55","modified_gmt":"2019-09-11T14:16:55","slug":"landing-page-copy-tips","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2019\/09\/11\/landing-page-copy-tips\/","title":{"rendered":"How to write landing page copy that converts like crazy"},"content":{"rendered":"<p><strong>Businesses that use 10 to 15 landing pages experience up to <a href=\"https:\/\/www.impactbnd.com\/blog\/statistics-about-landing-pages\" target=\"_blank\" rel=\"noopener\">55% more leads<\/a>. However, it isn\u2019t as easy as slapping a landing page up and watching the money come in. You need amazing copy to experience that.<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Copywriting is the art of using words to convince customers to purchase a product. Furthermore, landing pages are bare-bones sales pages with one goal &#8211; to sell something.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That means landing pages need to have a crisp copy that gets the customer excited or they\u2019ll leave in a snap of a finger. This is also why we\u2019re going to be covering seven landing page <a href=\"https:\/\/searchenginewatch.com\/2018\/03\/12\/how-to-master-copywriting-for-seo\/\" target=\"_blank\" rel=\"noopener\">copywriting<\/a> techniques that boost conversion rates today if you keep reading.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s dive in.<\/span><\/p>\n<h2>Effective landing page copywriting strategies<\/h2>\n<p><span style=\"font-weight: 400;\">These are some of the best copywriting strategies you can use throughout a landing page. Try them out in headlines, subheadings, and within the body. Use them in different combinations and see the results for yourself.<\/span><\/p>\n<h3>1. Include plenty of calls to action<\/h3>\n<p><span style=\"font-weight: 400;\">Calls to action are phrases and words which tell the customers to do something. This typically involves helping them to take the next action in a sales funnel. Common CTAs that work well include:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Buy now<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Shop now<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Add to cart<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Order today<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Don\u2019t wait<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">They are subtle but extremely powerful. In fact, it\u2019s been found that <a href=\"https:\/\/wedevs.com\/152804\/increase-the-click-through-rate-with-these-call-to-actions-in-writing\/\" target=\"_blank\" rel=\"noopener\">90% of visitors<\/a> who will read your headline read the call to action copy, too. That means if you wheel them in with a great headline, you\u2019re increasing the chances of customers converting by adding a CTA afterward.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Check out this landing page for QuickSprout where they use the prompt \u201cStart Now\u201d in the text field for free website analysis.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-137590\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2019\/09\/example-of-quicksprouts-langing-page-copy-for-ctas-1024x359.jpg\" alt=\"Example of Quicksprout's landing page copy for ctas\" width=\"640\" height=\"224\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2019\/09\/example-of-quicksprouts-langing-page-copy-for-ctas-1024x359.jpg 1024w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2019\/09\/example-of-quicksprouts-langing-page-copy-for-ctas-300x105.jpg 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2019\/09\/example-of-quicksprouts-langing-page-copy-for-ctas-768x269.jpg 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2019\/09\/example-of-quicksprouts-langing-page-copy-for-ctas.jpg 728w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Note how the headline \u201cGrow your business, faster.\u201d gets the reader&#8217;s attention while the CTA seals the deal.<\/span><\/p>\n<h3>2. Agitate the customer\u2019s pain points<\/h3>\n<p><span style=\"font-weight: 400;\">Why do customers purchase a product? To solve a problem. Reminding them of this issue and the related experiences bring out emotions that can help improve the chances of a sale.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You have to remember that the purchasing process is very emotional. As a matter of fact, a <a href=\"https:\/\/www.inc.com\/logan-chierotti\/harvard-professor-says-95-of-purchasing-decisions-are-subconscious.html\" target=\"_blank\" rel=\"noopener\">Harvard University professor argues that it\u2019s roughly 95% emotional<\/a>. By making the customer feel emotions associated with the product and solution, you\u2019re aligning with this consumer behavior.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Look how this customer success company uses this strategy on their website:<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-137592\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2019\/09\/landing-page-copy-that-agitates-pain-points-1024x446.jpg\" alt=\"Landing page copy that agitates pain points\" width=\"640\" height=\"279\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2019\/09\/landing-page-copy-that-agitates-pain-points-1024x446.jpg 1024w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2019\/09\/landing-page-copy-that-agitates-pain-points-300x131.jpg 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2019\/09\/landing-page-copy-that-agitates-pain-points-768x335.jpg 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2019\/09\/landing-page-copy-that-agitates-pain-points.jpg 728w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">The copy on this ebook\u2019s landing page mentions the pain point of customer churn multiple times, reminding anyone losing customers of their problem. Stating how this book can remedy this experience via bullet points is the icing on the cake.<\/span><\/p>\n<h3>3. Use storytelling to relate to your audience<\/h3>\n<p><span style=\"font-weight: 400;\">Everyone loves a good story. In fact, it\u2019s how we communicated through means like cave art centuries before modern language. It should be no surprise that testimonials, which are just a variant of storytelling, are proven to boost conversions on <a href=\"https:\/\/searchenginewatch.com\/2019\/07\/24\/guide-to-testing-ad-copy-and-pages\/\" target=\"_blank\" rel=\"noopener\">landing pages<\/a>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is why no landing page is complete without some great customer stories. You will need to ensure that you ask previous customers for permission before using their feedback and possibly their image, too.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Furthermore, storytelling can be executed by telling a personal tale of how you once too were in the customer\u2019s shoes. Explain your situation as it relates to theirs and how they succeeded thanks to your product or service.<\/span><\/p>\n<h3>4. Create a slippery slope<\/h3>\n<p><span style=\"font-weight: 400;\">Joseph Sugarman, one of the world\u2019s greatest copywriters, coined the term slippery slope in one of his famous books, &#8216;The Adweek Copywriters Handbook&#8217;. This is the strategy of organizing copy in a way that helps customers flow through it effortlessly, ultimately getting to the end sale sooner.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can achieve this on your own landing page by first ensuring that the copy is organized in a logical sequence. This normally looks like:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">A captivating headline that grabs the reader\u2019s attention<\/span><\/li>\n<li><span style=\"font-weight: 400;\">An introduction to the offer, its features, and benefits<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Pricing and justification for the investment<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Testimonials that act as social proof<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Answers to questions and objections customers may have<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Call to action for purchasing the product<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">See how that order flows in a natural way? Furthermore, a slippery slope is created by using short and snappy sentences. This makes copy easier to read and less intimidating.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Taking this approach along with the other copywriting strategies we\u2019re teaching you today will produce a landing page customers can\u2019t wait to finish.<\/span><\/p>\n<h3>5. Keep the language simple and digestible<\/h3>\n<p><span style=\"font-weight: 400;\">Roughly <a href=\"https:\/\/medium.com\/@OneYoungWorld_\/32-million-american-adults-cant-read-why-literacy-is-the-key-to-growth-818996739523\" target=\"_blank\" rel=\"noopener\">32 million adults<\/a> in the United States read at a basic level. That means if you use complex vocabulary and technical jargon, you\u2019re filtering out a large group of people reading a landing page.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instead, you should opt to use a simple and casual language that sounds like a friend speaking to a friend. This is much more digestible, fun to read, and personable.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You should also aim to write as you speak. So, don\u2019t be afraid to break some grammar rules to sound natural and human-like because it can pay off big time.<\/span><\/p>\n<h3>6. Ask questions that get the customer answering with a &#8220;yes&#8221;<\/h3>\n<p><span style=\"font-weight: 400;\">The more you get the customer thinking &#8220;yes&#8221; all along the landing page, the more likely they will be able to say that towards the sale. How do you do this? By asking questions they are thinking.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These don\u2019t have to be extremely complex, either. In fact, the simpler the better. You should have a good idea of your customer\u2019s interests, feelings, values, and more. Use this to add questions you\u2019re confident are on their mind to get them relating to your copy more and more.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Look how this marketing publication used this strategy in one of their resource compilations for SEO:<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-137591\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2019\/09\/example-of-landing-page-copy-headlines-1024x522.jpg\" alt=\"Example of landing page copy headlines\" width=\"640\" height=\"326\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2019\/09\/example-of-landing-page-copy-headlines-1024x522.jpg 1024w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2019\/09\/example-of-landing-page-copy-headlines-300x153.jpg 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2019\/09\/example-of-landing-page-copy-headlines-768x391.jpg 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2019\/09\/example-of-landing-page-copy-headlines.jpg 728w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Anyone struggling to perform <a href=\"https:\/\/searchenginewatch.com\/2019\/09\/10\/image-link-building-tips\/\" target=\"_blank\" rel=\"noopener\">SEO<\/a> effectively will read the headline and instantly be more intrigued since they can relate.<\/span><\/p>\n<h3>7. Use urgency to entice quicker action<\/h3>\n<p><span style=\"font-weight: 400;\">Think about it from the customer\u2019s perspective. They see that there\u2019s only a limited time to take advantage of an offer. How would they feel? Urgent to take action. This is precisely why you need to mix in urgent copywriting into landing pages.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Urgency can be created in many ways, as well. The first of which is to frame your offer as &#8220;only available for a limited time&#8221;. Look how the telephone company Telus pulls this off one of their sales pages:<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-137594\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2019\/09\/telus-landing-page-1024x384.jpg\" alt=\"Telus landing page\" width=\"640\" height=\"240\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2019\/09\/telus-landing-page-1024x384.jpg 1024w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2019\/09\/telus-landing-page-300x112.jpg 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2019\/09\/telus-landing-page-768x288.jpg 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2019\/09\/telus-landing-page.jpg 728w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Customers will feel more enticed to shop now as they\u2019ll miss out on a great deal. We also call this fear of missing out or FOMO for short. It\u2019s a common aspect of human psychology you can tug on as a copywriter.<\/span><\/p>\n<h2>Wrapping up landing page copy with key takeaways<\/h2>\n<p><span style=\"font-weight: 400;\">Great copy can make or break a landing page. That\u2019s why you need to take the time to craft an epic copy that gets customers itching to buy from you. This can be achieved by applying the main takeaways of today\u2019s article:<\/span><\/p>\n<ol>\n<li><span style=\"font-weight: 400;\">Use calls to action for pushing customers along the sales funnel<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Bring up pain points customers are experiencing to create emotion<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Take advantage of testimonials and storytelling for social proof<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Short paragraphs, snappy sentences, and a logical sequence create a slippery slope<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Simple language is more easily readable and less intimidating<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Ask questions that relate to the customer&#8217;s experience<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Use urgency and scarcity to make customers feel they need to take immediate action<\/span><\/li>\n<\/ol>\n<p>Got some more tips for landing page copy? Share them in the comments.<\/p>\n<p><em>Carmine Mastropierro is Founder of Mastro Commerce.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Businesses that use 10 to 15 landing pages experience up to 55% more leads. Seven landing page copy techniques that boost conversion rates.<\/p>\n","protected":false},"author":1092,"featured_media":137593,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[75,27498,1431],"content_type":[],"class_list":["post-137589","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content","tag-content-2","tag-conversion-copywriting","tag-landing-page"],"acf":{"tad_independentcommercial":false,"tad_content_format":false},"post_info":{"name":"idris.nagri@blenheimchalcot.com idris.nagri@blenheimchalcot.com","title":"","thumbnail_url":"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2019\/09\/how-to-write-landing-page-copy-that-converts-like-crazy-120x90.jpg","category":"Content","timeago":"6y"},"_links":{"self":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/137589","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/users\/1092"}],"replies":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/comments?post=137589"}],"version-history":[{"count":0,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/137589\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media\/137593"}],"wp:attachment":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media?parent=137589"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/categories?post=137589"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/tags?post=137589"},{"taxonomy":"content_type","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/content_type?post=137589"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}