A landing page is arguably the most important page on your whole website – it’s what visitors will first see when they access your site, and if that first impression isn’t overwhelmingly positive, they probably won’t bother to stick around.
Every single word counts when it comes to writing landing page copy, especially if you’re aiming for high conversion rates. The more engaging and concise the content, the more chances you have of earning yourself some new customers. That’s why we’ve compiled some top tips for creating a successful landing page to hopefully help you out!
Include Customer Testimonials
One of the best ways to get your website visitors to trust your brand and seriously consider purchasing your products or services is to include testimonials from your previous customers. People really value what others think, so if your previous customers have all been satisfied and left nothing but praise in their reviews, you’ll be likely to earn some new customers.
The simplest way to include customer testimonials on your landing page is to grab a couple of quotes from some of your best reviews and paste them all into one place. Make sure to highlight who left what review and for what product or service it was. Also, if you already have a dedicated review section somewhere else on the site, it’s a good idea to link it alongside the landing page testimonials – that way, visitors will see that they’re genuine reviews, and not just random quotes you’ve made up to make your brand look better.
Focus On The Benefits
Simply talking about what products you sell or what services you offer won’t get you many customers. Sure, it’s good to establish exactly what your company does, but people will be more interested in what makes you stand out from the 20 other companies who do the same thing as you. That’s because, most of the time, people already know what they’re after – they don’t need you to explain that to them.
Try focusing more on the benefits people will get from using your products or services over any of your competitors’. Include specific figures and evidence of these benefits to prove that they’re real, and that you’re not just trying to upsell your brand. Take a look at the example below to see what we mean.
“Our company offers copywriting services for all types of content.” – This phrase only explains what the company does, with no mention of why they’re better than their competitors. Anybody can claim the exact same thing.
“Using our writing services can help increase your conversion rates by up to 50% within the first month!” – This briefly mentions the services offered, then immediately jumps into a statistics-based reason as to why they are the best option for the customer. It promises something positive, which will encourage people to test it out for themselves.
Keep Things Simple
While you definitely want to make a good impression using the content on your landing page, you also shouldn’t overdo it. Stick to simple and easy to understand language, short sentences and paragraphs, and concise explanations. Assume that your visitors aren’t experts in the industry, but also don’t assume that they’re stupid and need every single term thoroughly explained.
People hate feeling like they don’t know enough to understand something, and may be put off by too many complex sentences and difficult terminology. Of course you should still include some industry-specific language to demonstrate your competency, but only when it’s really needed – i.e. when explaining your skills and experience.
If you can, show a draft of your content to someone who doesn’t know much about your specific industry. Ask them if they understand what’s being said and make any changes needed based on their feedback.
Write Like A Human
This goes hand in hand with using simpler language and sentence structures. You need to make sure that your content sounds friendly and engaging, rather than like it was written by a robot. This will make your potential customers feel like your brand is more approachable and genuine, increasing your chances of profit.
The best way to ensure that your content sounds natural is to read it out loud. Change anything that sounds forced or seems to drag on for too long. Don’t be afraid of splitting paragraphs and sentences up into smaller chunks – it’ll make them easier to read!
Of course, make sure to remember the overall intent of the text you’re creating. If it’s meant to sound more professional, the flow will be a bit more rigid and may sound slightly unnatural, so use your common sense to determine whether something fits in with the content or not.
Include Calls To Action
One of the main purposes of a landing page is to turn visitors into customers. You can make this process easier for yourself by including some subtle, yet irresistible calls to action. If successful, you’ll suddenly find that many more people inquire further, or choose to become a customer.
When writing your landing page copy, keep your end goal in mind – what exactly do you want your visitors to do once they’re on your site? Once you have a goal, try including references to that specific action throughout your text.
Say you want people to sign up for your newsletter. Mention the benefits of receiving a weekly or monthly newsletter, and create multiple opportunities for visitors to subscribe – link a sign up page within the text, or include an action button at the top and bottom of the text.
If you want your customers to buy a product, try including phrases like “your purchase will” into your text. By using confident language, you’re subtly nudging your customers towards thinking that they should indeed make a purchase. Also, don’t be afraid to make a bolder call to action, such as “don’t delay, purchase now!”. Make sure to only use it once though, as this direct approach can be seen as too pushy by some people.
Create Eye-Catching Headlines
Headlines are an essential part of a landing page. Most people only quickly scan through a website’s content, and only decide to read through the whole thing if something stands out to them. This means that your headlines will need to immediately grab your reader’s attention and showcase what they will find on the page, without revealing all of the information at once.
A great tactic for creating engaging headlines is to ask your readers a question. They’ll be more compelled to read through the content as they’ll be looking for an answer to the question you posed to them. It’ll also subtly indicate that your products or services exist to solve problems – trust us, this really does work!
You can also use some statistics to make your headlines more unique and eye-catching. Mention the percentage of satisfied customers, or how many times better your products are compared to your competitors’. Just make sure not to exaggerate too much, as over the top headlines can be quite discouraging.
Don’t Make Too Many Promises
While this may seem like quite obvious advice, you’ll be surprised at how many people think that promising as many benefits as possible will get them more customers. Highlighting why your services or products are better than the competition is one thing, and just throwing around empty promises is completely something else.
A good rule to follow is the so-called Rule of One – target one type of reader, present one overall idea, make one main promise, and give your customers just one special offer. Limiting yourself to just one of each will make your products or services seem more exclusive, and no, this won’t discourage people from becoming customers because they think it’s too exclusive.
As we said before, keep it simple, and make sure to only promise something you can realistically provide. Sticking to just one promise will make your brand much more reputable than scrambling to meet multiple demands and expectations.
Include Interesting Visuals
Whether that’s in the form of photographs, videos, or interactive infographics, we really recommend including something visual to break up your written content. People naturally enjoy looking at visual representations of data much more than they enjoy reading huge blocks of text. Also, this will make your website more accessible to people who may have difficulties with reading written content. All of this will work to your advantage, as you will gain a very positive reputation, and will probably outshine your competitors.
When it comes to landing page visuals, there really aren’t any limits to what you can do. If making an infographic, simply summarise the information you’ve already included in your text, as well as any statistics or benefits associated with your brand. Include photos of your products or videos showcasing how they can be used, as well as video testimonials from your previous clients.
Like with anything, though, make sure not to overdo it. Keep the visuals simple and enjoyable to look at, avoiding too many bright and overly saturated colors. Also, don’t clutter up the webpage – place everything strategically throughout the page, rather than stuffing all of the visuals at the top or bottom.