Use Killer Webpage Copy | How to Create High-Converting Landing Pages
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Have you optimized your landing page design, but don’t know what to write on that new landing page? Are you looking for some landing page copy best practices? Look no further than this article. We have created a complete list copy creation basics and tips to write killer landing page copy.
This post is part 2 of 3 in our 3 Step Guide to Create High-Converting Landing Page.
Visitors like to read about your services as well as view animations or videos. Professional landing page writing also offers targeted exposure to your lead magnets and conversions.
In fact, about 60 to 80% of visitors determine their next action on your website based on ‘above the fold’ content–which is to say, content users do not have to scroll to see.
Since landing pages are meant to improve lead generation, you will require eye-catching landing page copy to attract the right visitors and to keep readers from bouncing.
The risks that come with unprofessional copywriting include reduced brand awareness, lower SEO score, and lower organic traffic.
Most likely your competitors will take advantage of these flaws by making sure they have more accurate and exciting copy on their website! That’s why we consider copywriting among the most important parts of your landing page creation process.
Here an experienced copywriter, or simply the right copy, can add infinite value to your landing page copy through the use of exciting, branded headlines and taglines.
Table Of Content
Depending on whether you would like to hire outside help, or want to write the landing page copy on your own, this next step in our guide to creating a high-converting landing page will help you create the killer copy you need to have a truly attractive landing page.
Let’s start with the main goals that go with creating great landing page copy.
What are the main goals of great landing page copy?
When you’re copywriting landing pages, you want to optimize the design like we talked about in Step One of this guide, but when it comes to creating landing page copy, these goals shift slightly. When you create copy, in short, you’ll want to keep the following goals in mind: credibility, advantages, and technical clarity.
Credibility:
Credibility is about how you represent your business’s trustworthiness. Landing page writing helps you display your brand image with copy that improves trust. That means including badges, testimonials, or anything else that explains or showcases your business expertise.
We recommend you create engaging copy to make your visitors experience direct interaction with you. It is basically a way to convey the brand image or how the customer will experience your services if they work with you.
Benefits of Working with Your Business:
Landing page copy best practices dictate that you or your copywriter should explain how your business or service can overcome the challenges that the visitor is facing.
Focus on adding value by explaining how you plan to provide solutions to these challenges through new techniques or technology to improve engagement.
By providing readers with an understanding of the benefits of working with you through taglines, headings, and sections that describe what you do will help you stand out from your competitors in a big way.
Technical clarity:
As a business, you can also use landing page copy to ensure you’re being extremely clear about what you do without getting lost in technical jargon.
Readers prefer a simple explanation of what you do, which means you should use technical terms according to the education level or expressions of your targeted audience.
For example, at The Digital Navigator we make it extremely clear on our main landing page what our service is, and because we cater to businesses with some aptitude in our industry, it is possible for us to use “Google Leads” for example–all without having to explain too deeply what that is, or why we offer the service (at least right away).
Copy Creation Basics | Landing Page Copy Best Practices
The proper approach to copy creation goes beyond just writing some words on a landing page. Interestingly, it takes detailed expertise and creativity to develop good landing page writing.
To help, we recommend you build on the following basics of copy-writing for your webpage:
Write Content that Attracts the Reader:
When it comes to creating copy that converts, an attractive selection of targeted, valuable content will go a long way.
Instead, you should focus on creating copy that represents the major benefits of your products or services in a crisp and creative way. But why will users click on the lead magnet when they get all the information in the copy?
The idea is to use your copy to create suspense for them!
We suggest you do not mention all the technical features or benefits of your product or services. In landing page copy, only highlight major aspects and let the visitor follow the human tendency to uncover more answers as they click through your pages.
Work on Readability:
In most cases, people strictly follow grammar and punctuation during copy creation. But readability matters the most! A visitor will like to read content that is easy to read instead of copy that sticks to strict grammatical rules.
Not only does it engage visitors, but it also improves the SEO score of your landing page. We recommend keeping your content readability score above 60 for the expected results.
To check the readability score of a webpage, you can try using Readable, or reach out to us for a free website audit.
Include Statistics:
The inclusion of stats or facts in your copy is the best technique to get visitors’ attention.
Readers like to read content with statistics more than bland text–especially since statistics can add authority to the statements you make on your page.
We recommend bolding the statistics you want to highlight to catch the eye of the visitor. Also, you can try using bullet points, numbered lists, and blurbs to make researched information accessible to the reader.
Provide a clear message to the target audience:
Last but not least, the use of positive language and correct propositions is always important.
Positive language will give a clear message to the target audience and promote conversion rates. You can even use metaphors to engage visitors but make sure you don’t go off track.
Also, don’t confuse landing page copy with article copy during copy creation. Landing page copy focuses on immediate understanding while article copy includes detailed information.
Our advice? Ask yourself: How are you planning to put the whole package together? If you’re worried about juggling too many elements, our landing page checklist might help:
Download Free Landing Page Checklist
What do I need to Create Killer Copy?
Style Guide:
From writing format to target audience, there’s a collection of things to consider during copy creation.
A style guide will give a clear image of every aspect you want to add to landing page writing. For instance, it helps you with the writing style, tone, CTAs, target audience, and more.
Suppose you’re a CRM developer and targeting visitors who require customized CRM. You can consult with a subject matter expert (SME) like TDN and get an idea to engage the target audience.
Interestingly, it will make your readers say “Hey! That’s me and Here’s the CRM I was looking for.”
Technical Relevance:
As discussed above, visitors always notice technical relevance in landing page copy. No matter whatever you’re offering, you must have expected technical relevance. Let’s understand with an example.
Suppose you offer customized Salesforce to your customers. You or your writer must know that Salesforce is a customer relationship manager (CRM) instead of an enterprise resource planner (ERP).
It will create a positive brand image and boost your conversion rates.
Professional Copywriter:
If you want to write compelling and persuasive copy that converts, invest in an experienced copywriter. A copywriter has in-depth expertise to write landing page copy according to your domain and services.
It will be a plus if you hire a copywriter who has experience in writing specifically for your domain.
3 Tips for Killer Copy Creation:
Need help to build out great copy on your own, or want to give your copywriter a leg-up in their writing? Send them these three tips for killer copy creation to get the train going!
Create a Compelling and Killer Headline:
Headlines are really important to highlight essential points and attract visitors to click on lead magnets.
Here’s a proper breakdown of how we suggest you organize web page copy for your homepage (for example):
- Initial headlines tend to have two to three benefits which explain simply the main point of the text below it.
- The ‘subtext’ that appears below your headline is called a tagline, and it goes into more detail about the benefits a visiting user can achieve through your services or products.
- Beyond your first ‘above the fold’ headline, all other headlines should clearly introduce the section theme as users scroll. Is this a list of benefits? Client testimonials? If you are simply adding a button, it’s a good time to reiterate the benefits of what they’ll get if they click.
- Use simple language that most audiences will understand. At The Digital Navigator we reduce technical language to make all our content extremely accessible to our target market user.
- Instantly convey what you want to say in 5 seconds of reading time or less. Don’t make visitors drone through product justifications: just tell them exactly what you offer, and provide further opportunities for clients to ask questions through forms or buttons.
Write Clear and Relevant Value:
As we mentioned, it’s important to provide clear and relevant value to your customers as soon as possible. You want to give them something, or incentivize an action.
A great way to showcase clearly what value your services or products bring to the user, is to add a section with three blurb icons plus text–each explaining the main benefits in a separate section.
Then, if you have extra points you want to make, you can mention them in a separate section using bolded words to emphasize value-offerings you provide.
Use High-Value CTAs:
Call to action (CTA) positioning and button copy are both essential to improving lead generation. You want to create relevance, incentive, and provide actionable tasks you want users to complete with your CTAs.
We recommend keeping CTA word-count short, and messaging clear and concise. This article has some great options for popular call to action phrases that should inspire a better understanding of what we mean when we say “high-value”.
Read: How to Make Money as a Content Creator
Killer Copy is King | Landing Page Writing
Copy is king! That means you can enjoy high lead generation and conversion when you invest time to write compelling persuasive copy that converts.
Before we move onto landing page optimization, there’s a big difference between article copywriting and landing page copy creation.
The purpose of article copy is to sell any product or service directly to the visitor. However, we recommend your copy focus on offering something for free or on discount to help with lead generation during landing page writing.
Then, once you have added a landing page copy, you will be ready to test and optimize your landing page to see how users react to your design and copy.
Let’s see how that all works in Part 3: Optimize and Test Your Landing Page.
This post is part 2 of 3 in our 3 Step Guide to Create a High-Converting Landing Page. Click to read Part 3: Optimize and Text Your Landing Page, or skip back to Part 1: Focus on Page Design if you missed it.
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