Why? Because, if done well, they convert your visitors into leads and paying customers.
Of course, for that to happen, the copywriting on your landing page must first appeal and resonate with your audience to take them on a journey from stranger to buyer.
Here are some useful tips in writing effective landing page copy to help you.
Prefer to listen, rather than read? Here’s the Podcast summary!
People visit your website for a variety of reasons.
- get answers to their questions
- scan for particular solutions
- learn more about your brand, or
- get in touch with you.
This means your website needs several pages to cater to each of their individual needs (an effective website should be a “choose your own adventure” experience for them.)
But a landing page is different.
What is a Landing Page?
What makes up a Landing Page?
- Copywriting (that forms the message)
- Visuals (such as video and photos to support the message)
- A Conversion Point (to allow people to take action)
These three elements are brought together by a strong User Experience (UX) and User Interface (UI) design and layout – which allow for the most seamless transition from start to finish.
How is a Landing Page different to a Website Page?
While a Landing page is technically a Website Page, it has these three unique qualities that make them different from your normal webpages:
- A Landing Page has a laser-focused message around one particular solution that takes them from awareness to action.
- A Landing Page doesn’t contain distractions, enticing links or site navigation so that the visitor remains focused on the specific message and solution.
- A Landing Page contains a type of conversion point for a person to act upon, such as a form (to enter their details), a phone number, an email, a booking system or something downloadable.
Even though your Home page or Contact pages also contain these conversion points, they are more generic; whereas a landing page is specific to the person’s current journey.
For more, read: What Is Copywriting For A Website
A Landing Page works by delivering the specific solution a person was promised by an initial advert, post or piece of content.
How does a Landing Page work?
Why do Landing Pages work?
Take the Landing Page example below.
HOWEVER, if it took people to our generic Home Page, they would be confused and simply leave. The ad promised COVID-19 Copywriting services, and a normal website page like our Home Page doesn’t have anything that directly relates to this.
So, we set up this coronavirus landing page.
What makes a Landing Page important?
It progresses your site visitors into becoming paying consumers by enticing them with a compelling copywriting message to act and share their own information with your business.
So, instead of waiting for your audience to contact you, a landing page works by providing them with a relevant and direct solution to encourage them.Instead of waiting for your audience to contact you, a landing page works by providing them with a relevant and direct solution that compels them to act.
- “Get a free trial of our software”
- “Download our free eGuide”
- “Book a free consultation” or
- “Grab our checklist now”
Whichever you use, the end goal is still the same: converting visitors into prospects and paying customers.
The customer data you receive is valuable for your marketing strategy as it allows you to cater more personalised products and services to them in the future.
To win a conversion, your landing page copy must be appealing, convincing and tell your readers what they need at the right time.
7 tips for creating successful landing pages
1. Focus on targeting one persona (customer-type) only.
Your business may have more than one buyer persona or customer segment with different characteristics and interests. On your normal website, that’s ok because the content is more general.
However, a landing page is designed to be hyper-focused.
So, make your landing page specific to one customer persona, as it will be easier to tailor content that resonates with them and increases the chances of conversion.
If you have multiple customer-types, then make a landing page for each.
2. Make sure the landing page’s headline is compelling.
Write a headline that is impactful and clear, so visitors know they’ve found the right page that speaks directly to them and offers them the solution they’re looking for.
It’s natural for businesses to default straight to explaining features, rather than explaining how your customer benefits from these.
Instead, explain why you’re a relevant solution for their pain points by emphasising the benefits you provide. For example, how can you make their life easier, how can you eliminate their problems and how can you be of advantage to them.
For more, see: Why Does Copywriting With Benefits Engage Your Audience More Than Features
4. Write simply and efficiently.For a landing page to convert, the copywriting and design must be direct to the point, engaging and concise.
Avoid writing lengthy sentences, as people will just skip on them. Try using bullet points and single sentences, with simple wording.
For more, read: 3 Tips To Improve Your Website Copy
5. Put in some relevant testimonials.
A good landing page relies on social credibility to seal the deal. And what better way to convert visitors than to let your own customers speak for themselves?
Your audience looks for reviews before responding to any call to action. Testimonials are effective in converting as they show real–life experiences about how your products or services are beneficial.
Which is better: “This can provide you with great results!” vs “This can offer a 90% increase in your website traffic in just one month!”
You’re more incline to be convinced with the latter because it provides unambiguous expectations. People can be easily influenced if they are provided with accurate and specific information – so use numbers, percentages, and facts as much as possible.
7. Ensure your instructions are clear.
Ask for conversions, so you’ll get them!
State what they need to click, how they must fill out the form, what action steps they can do next and how they can contact you if they need further help.
Don’t assume – tell.
The success of your landing page’s conversion hinges on how well you do all of the 7 tips above.Effective landing page copywriting plays a big part in this. Make sure your words deliver value to your site visitors; all while persuading them to take action.
Ok, it’s your business’ turn!
However, we understand that it’s a challenge, especially if you have other urgent matters that require your utmost attention.
Luckily, you can always rely on freelance copywriting experts to assist you if you’re finding it hard to do landing page copywriting on your own.
How to hire the right copywriting services?
You may lack the time, the ability and resources to do what needs to be done. But this definitely shouldn’t stop you!
There are professional copywriting services offered by many local freelance copywriters who can cater to whatever your business needs.
Quality freelance copywriters with Marketing backgrounds are experts who can help you create the right types of content (audio, visual or written) for your business through their skills and experience.
They offer various benefits without the ongoing costs of a full-time employee.
See: How to hire a copywriter – the 7 steps your business should take.
How Can Melotti Media Copywriting Help You?
You’re time poor and spread thin, and writing isn’t your expertise. So, focus on what really matters, while we take care of all of your copywriting and content marketing needs!
For more information or to speak to a quality copywriter to get the results your business deserves, contact me now at chris@melottimedia.com.au.
I can sharpen your words to achieve your goals, today!
Christopher Melotti
Melotti Media Copywriting and Marketing Solutions
www.melottimedia.com.au
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