Landing pages can be nicely decorated and designed, but it’s the actual information that will attract potential customers! There are a few key elements that will do exactly that for you and your business. Successful copywriting for landing pages can assist your business in potentially racking up many more clients. Keep on reading to find out more!
The General Rule of Thumb
The general rule of thumb when creating cover pages is to always scope out the competition. This is purely to see what other businesses that are similar to yours in order to create your page in a way that is unique and offers something different from what is already on the market.
Also be sure that your page is available to be viewed on all devices (tablets, phones, laptops) in the highest quality possible. Customers that view the ads on their phones and have to constantly zoom and scroll around the page are more likely to never visit again, as opposed to those who have a pleasant and easy viewing experience.
Always be sure to use simple and direct, yet still informative language. This reduces any confusion for customers and makes it much easier to read.
1. Answer the 4 W Questions.
This is vital for you to have a goal and direction for your copy page.
- WHO is my reader? (Bonus points for your page if it directly addresses the customer by name and/ or what their personalized concerns are; it is also a good idea to know who your target audience is, so that the design and sales pitch of the page is appropriate)
- WHAT are the pinpoints and concerns?
- HOW can you help? (It would be a good idea to showcase the lifestyle and versatility of the product rather than the product itself)
- WHY should they choose you? (Ensure to include your valued proposition, so that they are aware of an end goal)
However, it is important to ensure that this landing page is only for one service or solution. For multiple offers, separate landing pages must be created. This is due to the fact that each product attracts different customers, and they don’t to waste their time reading through many items that they are not interested in. Chances are they will try to find another business with an easier option. Furthermore, by offering only one service per page, it allows businesses to take advantage of a high quality SEO and a long tail keyword to give your page a higher chance of appearing higher up in the google searches.
2. Create a Catchy Headline
The headline is what will draw customers initially, so it must be compelling and inviting. This could include ideas such as:
- Relating itself directly to the copy that customers are interested in
- Having a personal and active voice
- Addressing the problem they are trying to solve
- Being clear and easy to read
- Being short and concise
One example of a catchy headline section would be from the Nick Scali (furniture shop) page, where the use of colors and luring sales and discounts attract new customers.
3. Pitch your Sales
Keep in mind that it is not about you. It is all about your client. Sell your products/ solution by telling the users how their life can be changed from utilizing what you are selling.
It is important that you only advertise the positive aspects of your business/ service to the client so that they feel more compelled to go with you. Using statistics, figures, and facts to support your claims also increases the credibility of your page and allows the client to feel more secure and comfortable with their decision to go with you. Another method to incorporate is the rule of one:
- One offer
With an offer, try and make it as good and inviting as possible, such as a free try or free sample. With this, the customer is more likely to be curious and try it out which is when you have a higher chance of converting them into a permanent client.
- One promise
By promising the client they will achieve/ learn/ gain something desirable, they will purchase your service or business excited and keen for the future. These positive feelings also increase your chances that the customer may recommend your services to their circle of network.
- One big idea
A big idea could be what your business aims to achieve in the upcoming period to make both the business growth and customer experience and service. Although, make sure that this idea, although big- is achievable and not too ambitious and unachievable.
4. Social Proof- Case Studies and Testimonials
One aspect of your landing page that will improve credibility is the feedback from other past and present clients, talking about their genuine experiences. If their feedback is positive, it is much more likely that you will gain the trust of newer customers. This is because customers tend to trust the words of their fellow customers more, purely than just the business site and owners.
Some suggestions could be video recordings of happy customers, messages of the customers or even a photo gallery of previous work of your business in action. If it is a design company or business, even a ‘portfolio’ section of the page is sufficient to show customers that you are able to produce what you have promised.
5. Call to Action
Lastly, you must have a call to action. The call to action must be direct and succinct and offer a clear plan of what the customer should do next to come on board. Without a call to action, after reading the beginning of the landing page, your customer won’t know what to do and more likely leave the page without having interacted directly with the business.
Key Takeaway
If you need some assistance with copywriting for landing pages, or just don’t know where or how to start in general, contact us for advice and an obligation-free chat!
