Tips for writing persuasive landing page copy
By Kélyn Donough
I’m sure this has happened to most people. Your copy includes a unique value proposition, a detailed list of benefits and a clear headline and you’ve employed all the best-practices you know. Despite all of this your conversion rate is still low. So what are you doing wrong?
Here are 3 tactics to consider when writing great landing page copy:
- Every element on your landing page has one job
People try too hard when it comes to writing a headline. They expect a headline to carry the unique value proposition (UVP), convince people to buy, summarise the offer and contain all the right SEO keywords. This is simply wrong. Headlines only have one job and that is to keep on getting visitors arriving on your page. Subheadings move visitors to the body copy, the body copy supports the page goal, a form headline relieves anxiety about completing the page goal and finally a form gets filled out and a button gets clicked to submit it.
If one of the landing page elements is doing a great job, it is likely that all the landing elements will do a great job. If one of the landing page elements is not doing a great job, this then has a domino effect on the other elements on the website.
- Do not have too much on one landing page
Every page element has one job and so every landing page has one goal. Customers should download a whitepaper on one landing page and watch a webinar on another. Do not put both of these on one landing page as it will confuse the customer.
- Stop trying to write
No matter how valuable your offer is or how great your designer is, your copy needs to apply to your prospects for conversion to take place.
Listen to your prospects, write content in their language and bear in mind what the page goal this is when you can start to see incredible conversion lifts… i.e. by using only your own words.
The next time you write landing page copy put yourself in your prospect’s shoes. Ask yourself what they want to hear from you in order to make a decision. Then ask yourself what the manner in which they’d like to hear it should be.
Writing your landing pages with your prospect top-of-mind will get them to notice and they’ll be more likely to thank you with a conversion.
