You’ve developed a good content marketing strategy, spent funds on paid advertisement- believing you’re ready for a high rate of conversion on your landing page. Alas! Conversions are low.
People are reaching your landing page, but they are not taking your offer. What could be the cause? Re-examining your landing page copy will provide the answer.
While shopping for stuff online, you may have come across a statement so witty and relatable that the words sold you. It made so much perfect sense that you clicked the “download”/ “subscribe”/ “add to cart” icon on the website without a second thought. That is the work of high-converting copy.
Every piece of content on your website is essential, but your landing page copy is arguably the most important. It could mean the difference between low and high conversions for your business.
So how do you write a good copy that will boost your conversions?
Understand Landing Page Copywriting
You must realize that the goal of copy on your landing page is primarily aimed at luring your visitors to stick around, sign up to your email list, or make a purchase. Whatever serves as the conversion goal.
Your landing page copy is meant to move someone into taking a particular action that ensures your company’s success. In other words, your copy should turn prospects into potential leads and customers. It is vital to whatever sales and marketing strategy you’ve developed.
Are you ready to put in work? Copywriting takes thorough research and experimentation that an untalented writer may find a drudge. However, you can improve your conversions even with little copywriting experience by following the tips listed below.
Copywriting Tips to Boost Your Landing Page Conversion
There are several aspects to copy that converts apart from just the words used. You must realize different components make up a successful sales funnel, and your copy is only a part of it.
For your copy to be compelling, some factors to consider are your
- Target audience
- Brand, and
Keep it in mind that these four aspects should be tailored to suit the specific nature of your business. What would work for an online store may not work for a membership or business website.
Know What to Say to Your Target Audience
Take your time to do proper research on your target audience because they are the inspiration and driving force behind your copy. Knowing the personality behind who reads your copy will help you get a fair idea of what they desire and need.
Your copy should uniquely speak to your audience. It should show that you understand their problem and can help solve it. Realizing what is missing in your audience’s lives will help you understand how your product/service will be helpful to them and help you improve your content over time.
Ensure People Need Your Product/Service
Don’t try to sell ice to eskimos. Also, ensure your product or service quality is top notch that will leave your customer completely satisfied.
Research shows that 92% of people trust their peers’ words over advertisers, no matter how witty and persuasive the ad copy sounds. Delivering quality products or services means more people will share their experience with their peers, leading to increased conversion for your business.
Use the Right Language That Corresponds with Your Brand
It is essential to be consistent and clear on your choice of language with your audience. Mixing the right content with proper language is crucial to boost conversions on your landing page.
How so? When an online shopper reaches your landing page and feels your copy does not correspond with your brand, it is easy to get bored and leave your page. Look for how to retain your brand voice through your copy. Reassess the wording of your marketing materials, as well as your social media posts and body of your email.
Realize the copywriting words and phrases you regularly use to communicate with your audience. Is your language mostly official, or do you use a lot of jargon? The best place to know how your brand identity sounds is your “About” page.
The way you describe your business will give your audience a better idea of what to expect. Your “About” page, in most cases, is one of the earliest forms of interaction your audience will have with your business.
Also, your audience should relate to the language used in your landing page copy. Go back to your audience research to determine the type of language your audience uses. You can check posts on social media, product surveys, and reviews as well as blogs and magazines your audience reads to know the kind of adjectives used to describe your product and the industry in general.
No matter what your copy is trying to say, it must communicate to your audience the idea that you know their problem and you can solve it.
Design an Attractive Landing Page
Your landing page is like your house. Any guests you have around should feel welcome. It should be clean and clutter-free.
A customer that arrives on your landing page would like to be ushered in and assured your business is trustworthy. Your landing page design should showcase your knowledge and highlight your effort towards your customers’ success.
You can achieve the latter by adding customer testimonials to your landing page. Testimonials demonstrate that humans like yourself have had a memorable experience doing business with your company.
Finally, while designing your landing page, it is ideal that you use only one element to be clicked. This icon should be the link with your Call-To-Action (CTA).
There are a couple of ways you can optimize your Call-To-Action and improve your conversions. Some are:
- Directional signs. Including direction signs such as arrows close to your Call-To-Action can subliminally stimulate your visitor to click on your offer.
- Use Verbs or Action Words. Avoid uninspiring words like submit. Instead, let your audience feel that they’d be missing out on a great offer with your choice of words.
- Shorten Sign Up Forms. Having a lengthy sign-up form to your landing page can significantly reduce the opt-in chances of your visitor. Ask only for the information you need to qualify them and drive them down your sales funnel.
Remember that anything using words is considered copy. And the types of words as well as the language you use can significantly impact how users behave on your landing pages.
From choosing the best language to crafting a compelling headline, it all comes down to matching what your target audience wants to see, so don’t neglect the research. As a rule of thumb, try to make your copy easy for a sixth-grader to read. The less you make readers work, the more likely they’ll be to read the message in its entirety.
Have any other copywriting tips to boost landing page conversions? Let us know in the comments!
Contact the marketing experts at Spiralytics to learn how we can supercharge your landing page conversions!