Effective landing page copy is an important marketing component that can drive business growth if done correctly. Did you know that Moz generated up to $1 million with a single landing page and a strong call to action (CTA)? Even if you don’t generate that amount of revenue in your campaign, landing pages are still foundational for successful online business and digital marketing.
In this guide, we will take you through five tricks that will help you encourage visitors to sign up for newsletters, watch videos, or even buy a product immediately.
What Is a Landing Page?
Unlike your homepage, a landing page serves only one purpose: driving conversions. The page also encourages your users to take the action that you want them to take. Your landing page’s main goal is to keep your users’ attention focused on a single goal. It can be buying a product, signing up for newsletters, or contacting your sales team. In fact, landing pages can act as barriers, blocking distractions that may pull your users away without converting or taking the action you want them to take.
Here are more reasons why you need effective landing page copy:
- Landing pages help you drive traffic to your website.
- They can help build your brand.
- They can improve your SEO.
How to Create a Landing Page
1. Craft an Eye-Catching Headline
Your first impression or appearance matters in the digital world. Your headline should draw attention to your landing page and hook your users in at once. If you take a look at successful B2B blogs, you’ll notice one thing. They have mastered the skill of writing catchy titles that appeal to people’s emotions.
Ted Nicholas, a direct response copywriter, agrees that 73% of your users’ decision-making process begins at the point of the title. In addition to that, your landing page design will make your user want to know more about the services or products you are selling. Aesthetics matters, too; your page design should also be engaging and attractive.
Read more on TechRepublic: Learn the Marketing Skills to Back Up Your Products
2. Use Simple Language
Go straight to the point. Your landing page’s only purpose is to get people to act.
Your landing page copy should be simple, so the user isn’t confused by what you are trying to put out. We find that the AP Stylebook is useful for this purpose. For example, if you are writing a headline, you should not capitalize conjunctions such as “and,” “for,” and “but,” because fully capitalized titles look awkward and can be distracting.
Always keep in mind that every second lost is revenue lost. Your user might back off of your webpage when they don’t clearly see what you are conveying. Put your message across as fast as you can, don’t keep your users focusing on the wrong things, and then present the CTA to make a conversion. You should ask yourself:
- Will my audience understand what we’re driving at with this landing page?
- Is my landing page copy focused on one desired action?
- Will my audience need more than a single solution or CTA button?
Revise anything that feels complicated to the user, since it may have a negative effect on your conversion rate optimization. Finally, avoid buzzwords and complicated language on the page.
3. Focus on the Benefits
Your landing page should offer a solution to your users’ problems. Always focus your landing page copy on the benefits your users will gain when using your products. List their pain points to establish your brand as a trusted authority who understands them. Additionally, demonstrate that your product actually works and offers solutions to their problems.
Overall, you will capture your users’ attention if you can show them what they are signing up for. When you pay attention to offering solutions on your landing page, you have the upper hand in maintaining your customers’ attention. Furthermore, they are likely to take the action that you want them to take.
4. Add a Strong CTA
Finish off your landing page by creating an effective call to action. Your CTA should get straight to the point, telling the user exactly what you want them to do. Use short, catchy phrases and avoid using passive voice for sentences.
For example, say the the main goal of your CTA is to make visitors download a free e-book. You should use short paragraphs and bullets, so the landing page is easy to go through. Additionally, you should use a CTA that tells them how to get what they want. For example, a single word like “Continue” implies that the visitor submitting their name and email address is the first step towards getting the free content.
A strong CTA does the following:
- Grabs your user’s attention
- Makes a specific request
- Presents your user with a clear path ahead
- Motivates your users to click by offering benefits
5. Test Your Landing Page Copy
It’s hard enough to convert leads with your first landing page, but it’s harder to convert if you don’t know what type of copy works for your webpage. This is why you should test your copy, along with other elements of your landing page.
Most marketers find A/B testing frustrating because they have to test one change at a time. But testing one thing at a time ensures you get actionable results. For example, suppose you are running a campaign and it’s not working out; you will never know if it’s not working because of the layout or if your CTA is ineffective.
To know what works, you should begin by creating the first version of your landing page. Then modify one element, like your headline or the layout. This will create a variation that you can test to see what works. Some A/B tests may convert more or less, but the good news is that you will have data to back up your decisions.
These steps will guide you on running A/B tests on your landing pages:
- Understand your users’ behavior to know what to test first
- Choose a good A/B testing tool
- Figure out how long you should run the tests
- Study the A/B testing outcomes
By using A/B testing tools and understanding your audience, you will have gained an upper hand in making your campaign successful.
If you want your landing page to bring the results you desire, then you need to invest time, money, and resources. Remember that landing pages generate leads and make conversions, but they’re just one component of a broader content marketing strategy.
To build a successful landing page, use simple language and don’t add unnecessary details. Craft an eye-catching headline, and keep your landing page copy beneficial. Don’t forget to close your content with a killer CTA that tells your user what you want them to do. Don’t forget to test different types of landing page designs, headlines, and CTAs to see which one works best for your audience.