8 Must-Have Tips for Writing Landing Page Copy That Converts

Conversion copywriters — the individuals who write touchdown web page copy that converts readers and delivers gross sales — are fantastic human beings. Their writing pulls in readers, generates conversions, and in the end produces buckets of money.

Would not you wish to have that ability?

There’s excellent news right here: It’s solely partly ability. The remaining is simply approach — approach that you would be able to be taught and grasp. You — sure, you! — can unleash the identical wizard-like conversion copy powers, so long as you perceive the strategies which are at play.

You see, conversion could be very a lot a science of the thoughts — how your prospect’s thoughts processes data, makes selections, and decides to transform. On this put up, I will describe eight writing strategies which are confirmed to work. After placing your time and sources into producing site visitors, right here’s how one can flip site visitors into income by creating copy like a conversion professional.

Listed here are the information we’ll cowl:

1. Use customer testimonials
2. Emphasize the benefits, not the product/service
3. Spend time writing a killer headline
4. Keep your writing simple
5. Write like a human
6. Use numbers and get specific
7. Ask for readers to take action
8. A/B test your copy

8 Ideas for Writing Nice Touchdown Web page Copy

1) Use buyer testimonials.

One of the vital highly effective conversion copy strategies is just not about writing in any respect; it’s about letting joyful prospects write your copy for you.

Testimonials produce conversions like nothing else can. It’s not possible to write down copy pretty much as good as your buyer. Why? As a result of good copy will depend on the supply, not simply the model and substance. Testimonials are compelling as a result of they present the client what she’s going to expertise if she makes use of your services or products.

HighriseHQ’s touchdown pages are nice use instances of those buyer testimonials. A key to their successful, high-converting landing pages is that they place testimonials entrance and middle, that includes an image of the client alongside a quote.

Now, check out considered one of Zoosk’s touchdown pages, the place many of the copy is testimonials:

Most touchdown pages that do nicely have testimonials someplace on the web page, however ConversionXL makes use of a testimonial as their headline:

Keep in mind, your greatest conversion writers are your prospects. Allow them to converse for themselves — social proof is a strong addition to your copywriting and advertising technique.

2) Emphasize the advantages, not the product/service.

One of the vital necessary classes I’ve discovered in on-line advertising is that prospects don’t actually care about your services or products — in different phrases, they do not care concerning the “resolution” you are making an attempt to promote to them. A gaggle of Harvard researchers carried out a study of 1,400 B2B prospects in a wide range of totally different fields, and concluded we have reached “the top of resolution gross sales.”

Historically, gross sales was predicated on the “solution-selling methodology.” In accordance with this method, “salespeople are educated to align an answer with an acknowledged buyer want and display why it’s higher than the competitors’s.”

That method isn’t working anymore for one quite simple purpose: Prospects already know the answer they’re searching for. They’re able to studying nearly something due to the web and search engines like google. The truth is, not solely do prospects know the answer, additionally they know the options they’re searching for, the necessities the product should meet, and a benchmark pricing.

If you’re pitching solely your resolution, you’re not giving your prospects what they want and need. You’ll want to pitch advantages. It’s okay to say your resolution, as a result of that’s a sign to the client that she or he is in the proper place — however don’t push that resolution. As an alternative, push the advantages.

Let’s take a look at an instance from Unbounce, who efficiently emphasizes the advantages of their product on this touchdown web page: “With out IT”; “construct a high-converting touchdown web page now”; “we have doubled and tripled conversion charges.”

GetACopywriter.com leads with advantages of their touchdown web page, pictured beneath. Their supreme prospects are searching for copywriters, in order that they merely pitch the advantages of getting a copywriter by their service.

Jaybird, an organization promoting high-end Bluetooth headsets, makes use of a touchdown web page that solely talks about advantages. There’s little or no on right here about options. What units the Bluebuds aside from everybody else is the advantages.

Advantages trump options each time. If you wish to take your copywriting to the following degree and enhance conversion charges, put buyer advantages on the forefront of your advertising efforts.

3) Spend time writing a killer headline.

HubSpot’s Campaign Assistant can help you generate copy

This isn’t the most effective information you’re going to learn all day, however somebody must say it. People don’t meticulously read your landing page copy. They scan, they skim, and so they permit their eyes to flitter throughout the web page, however they don’t (often) learn each phrase.

So, what’s a copywriter to do? Go discover a job the place somebody truly appreciates our laborious work?

No. We adapt to the client and produce copy that may compel them to transform regardless of their skimming habits. Right here’s what prospects do take note of:

• The headline.
• The subheadline (often).
• The images.
• CTA buttons.

After that, prospects might or might not learn the next:

• Main part headings.
• Bullet factors.
• Brief paragraphs.
• Picture captions.

That ought to offer you an concept of what to deal with as you write your conversion copy. A very powerful piece of content material is the ten or fifteen phrases within the headline. Give attention to and nail that, and also you’ll have come a good distance. To assist convert the “non-readers,” it’s best to:

1. Make your headline massive, sturdy, and clear.
2. Use a compelling subheadline that pushes your product’s advantages.
3. Present giant footage that display the advantages of your merchandise and clarify your message.
4. Use sturdy copy in your CTA.
5. Break your copy up into main sections, led by a headline with giant kind.
6. Use bullet factors to debate advantages of your product. Brief bullet factors. Not lengthy ones.
7. Use quick paragraphs, somewhat than lengthy blocks of textual content. Any paragraph over 5 strains lengthy may be laborious to digest.
8. Use captions in your photographs.

4) Maintain your writing easy.

The very best conversion copy you’re going to learn will come within the subsequent two phrases: Be easy.

Chances are you’ll be pretty much as good of a author as Stephen King or J.Ok. Rowling, however that does not matter a lot as a result of literary prowess is ineffective in conversion copy. Your strongest writing ability is simplicity. Simplicity sells.

Take Optimizely, for instance. They produce a number of the most sensible touchdown pages ever created for his or her shoppers, however check out their very own touchdown web page:

Is that it? Sure, sure it’s. And it’s extremely efficient. Why? As a result of it’s so extremely easy. Let’s go to one other touchdown web page service — Get Response. Right here is their touchdown web page:

Simplicity once more. Did whoever wrote these touchdown pages sit round for hours brainstorming, testing, tweaking, standing in entrance of a white board with a fistful of coloured markers, thumbing by a thesaurus, taking lengthy walks in nature, and meditating on the which means of life so as to produce such sensible simplicity?

Nope. They only wrote the best, most clear statements they might.

However simplicity doesn’t suggest changing creativity with meaningless buzzwords. ConversionXL created a list of phrases that entrepreneurs ought to do their greatest to keep away from — these are phrases that you just don’t need to use:

• “On-demand advertising software program”
• “Built-in options”
• “Versatile platform”
• “World chief”
• “As soon as-in-a-lifetime alternative”
• “Altering the way in which X is completed”
• “Paradigm shifting”
• “Exceeding buyer expectations”

(Click here for even more cliché marketing taglines it’s best to keep away from.) These clichés don’t work anymore — it’s worthwhile to hold it easy. Listed here are a couple of ideas for retaining your touchdown web page copy easy:

• Use a easy sentence construction.
• Maintain sentences quick.
• Use quick phrases. Brief phrases are straightforward to grasp and skim.
• Don’t get fancy along with your wording.
• Be clear and succinct. Use probably the most fundamental phrases to explain what you’re making an attempt to say.

In the event you may be easy, you possibly can write nice conversion copy.

5) Write like a human.

There’s one other approach that may enable you to crush your competitors: Sound like a human being.

In some unspecified time in the future, a bunch of copywriters determined it will be nice to provide copy that sounded strained and robotic. Who’s writing these things? And who’s studying these things? I don’t know, however I do know that nobody is changing on it.

Folks favor to attach with different individuals, not with robots. That’s why your copy must sound like a human wrote it. Listed here are some particular issues you are able to do to make your writing extra private:

• Write the way in which you converse.
• Use regular phrases, like those you’d use in the event you had been speaking to a ten-year outdated. For instance, why use “convivial” if you should use “pleasant?”
• Use quick sentences.
• Break grammar guidelines if the writing nonetheless sounds good and pure.
• Be humorous.
• Use first individual.
• Use expressions you’d use in a standard dialog. “Severely.” “I’m considering…,” “Wait a second.” “It was loopy.” “Wow.” “It was fairly superior.” “It’s like…”

Ramit Sethi, a private finance advisor, entrepreneur, and creator of the well-known weblog “I Will Train You To Be Wealthy,” has with sky-high conversion charges and a strong private model. His blogs learn like a private e mail to a greatest pal. He doesn’t even thoughts tossing in a phrase or two that he would use if he was hanging together with his buddies. Try this excerpt from one of his blog posts:

Attempt to get your self away from the concept you’re writing “copy,” and consider it extra as a dialog. In the event you do this, you’ll write higher. You’ll sound like a human. Your conversion charges will go up.

6) Use numbers and get particular.

The extra particular you might be, the extra plausible and persuasive you’ll be. Which considered one of these claims is extra persuasive to you?

• “Your conversion charges will explode!”
• “Within the final ninety days, buyer conversions have elevated by a mean of 78.2%.”

The second is much extra particular, and due to this fact extra plausible. Anybody could make blanket claims about awesomeness, however not everybody can cite statistics and detailed metrics.

Let’s check out an instance. Try this touchdown web page example from TeamGantt. They use a particular quantity to advertise the advantages of their product:

How efficient would it not be in the event that they claimed to have “thousands and thousands of duties scheduled?” The quantity makes a giant distinction. Prospects need to have particular details about advantages prospects are seeing, and so they need particular examples of what they’ll expertise. Specificity is a strong software.

7) Ask for readers to take motion.

The ultimate killer strategy of a conversion professional is the call-to-action. In the event you do not ask for conversions, you will not get them. That’s why I recommend that you just begin with the top aim in ind — and the entire level of your touchdown web page is that conversion. Your whole copy must be constructing as much as that conversion. Do not be shy!

Equally, writing CTA button copy is simply as necessary, if no more so, than the remainder of the copy in your web page. Keep in mind, how I discussed that CTA buttons are one of many copy that folks truly learn? It issues. Easy adjustments in wording can create enormous conversion will increase, like on this instance:

For extra concepts on CTA copy that drives clicks, check out these 14 real-life examples of great CTA copy.

8) A/B take a look at your copy.

Get started with HubSpot’s free landing page builder

A very good conversion copy author isn’t simply writing — you’ve acquired to be testing, too. How else will you understand what sort of writing converts larger or decrease to your viewers?

There are all types of A/B tests you are able to do on a touchdown web page — photographs, placement, movement, structure, and so on. Often, nevertheless, the largest positive factors come from adjustments within the copy. If you wish to acquire larger and better conversion charges, you’ll should be testing your copy together with the opposite components of your touchdown pages.

Don’t anticipate to hit a homerun in your first at-bat. You’ll succeed by fastidiously, methodically, and deliberately testing each variation. Listed here are a number of the issues you possibly can take a look at:

• Headline variations
• Subheadline variations
• CTA copy
• Lists of advantages

Check small issues, too, A single phrase change within the headline may make a huge effect in your conversion charges. You gained’t know except you try it out. (Do not know easy methods to run an A/B take a look at? Click here to learn.)

You should use HubSpot’s free landing page builder to check web page variations in opposition to one another. 

Get Began With Writing Touchdown Web page Copy

All in all, boosting conversion charges begins with killer copy. An entire lot will depend on the phrases that you just kind along with your keyboard. Fortunately, it’s not some insurmountable activity — anybody can discover ways to do it. With the proper copywriting strategies firmly in place, you possibly can obtain larger conversion charges.

What strategies do you utilize to write down your conversion copy?