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5 Important Practices For Writing Killer Landing Page Copy

5 important practices for writing killer landing page copy

5 important practices for writing killer landing page copy

5 important practices for writing killer landing page copy

5 important practices for writing killer landing page copy

5 important practices for writing killer landing page copy

5 important practices for writing killer landing page copy

5 important practices for writing killer landing page copy

Since you’re reading this post, I guess it’s safe to assume that you’ve written a landing page copy before or you intend writing one soon. It’s also safe to assume that you’re yet to be satisfied with your landing page conversions, that is if you’ve written one before.

If I’m right, then you’re in the right place. We are about to discuss 5 important practices that just might be the secret to your next smashing landing page conversion rate.

Let’s get right into it. Shall we?

1. Clearly define the main goal of your landing page

This is the first and as I like to believe, the most important factor of all when it comes to writing promotional or advertising content.

What is the goal of the landing page? Is it to get them to part with their email address? Is it to sell a product or service?

Lack of clarity is a great conversion killer. For one, even as a writer, it is easy to get distracted and deviate from the main goal and action that you want the reader to take. Because you can end up going on and on about things that don’t necessarily contribute to the main purpose of the copy. 

That is why you not only have to define the purpose of your landing page before writing but also keep it fresh in mind till the end of your copy. Let it give direction to your copy and let your copy build momentum for that one major action.

Another thing that having a single, defined goal before and during your writing does for you is that it makes your copy clearer and more persuasive. Your prospects can easily recognize what action that copy is building them up to take and would be more easily persuaded to take the necessary action.

2. Draw a detailed customer avatar and persona

One mistake that kills landing page conversions faster than anything is trying to be everything to everyone. You can’t sell to everyone or no one will end up buying.

People buy when they feel understood when you speak specifically to their problems and you address their needs as if you’ve known them all their life. You have to get personal and relatable in marketing and you clearly can’t be that to everybody. The more general your copy sounds, the less persuasive it would be.

The solution to this is to know your prospects personally by answering the following questions:
  • What are their goals and desires?
  • What are the challenges preventing them from achieving these goals?
  • Define their demographic; age, sex, race, income level.
  • What customer objections might they possibly have?

Answering these questions adequately will take you many steps closer to understanding your prospects on a personal level. You’ll more naturally speak their language and relate to their problems. I like to say, successful marketing is being able to get into your prospects’ shoes every day and tell them exactly what they’d like to hear and how they’d like to hear it.

3. Go all out on your headlines

According to copyblogger, 8 out of 10 people will read the headline copy, but only 2 out of 10 will read the rest. This clearly shows that the odds are pretty much stacked against us and creating magnetic headlines is not an option.

Another thing to note is that your headline sets the tone and mood for your reader. They determine the mindset with which your reader digests your copy as that is the first impression you created.

Good thing is, you can use that to your advantage. You can use your headlines to help your reader set expectations and have the mindset that you want them to have while reading.

Most importantly, your headline has to be benefit-driven, unique, magnetic, and intriguing. You have to give it your best shot.

PRO TIP: Like Joe Vitale would say, there are no great writers, only superb re-writers. The secret to writing killer headlines is in rewriting them. Let’s say you come up with your first headline, next you want to refine that and make it better. Next, you want to take that 2nd trial and refine it further, so it sounds even better. You can do this as many times as you want till you’re satisfied. 

This would definitely help you come up with better headlines.

4. Be emphatic about WIIFM

When a prospect lands on your copy, the only thing they are concerned about is, “what is in it for them”. They don’t want to know about you, your accomplishments, or recognitions. Talking too much about yourself would only hurt your conversion rate and make your copy less persuasive.

Don’t get me wrong. It is not wrong to display experience or expertise. That would be a big error on my part. What I’m trying to say is, the only reason they would care about your experience is that it means you can be of help to them.

In whatever way you would be demonstrating thought leadership or expertise, it should come from a standpoint of, “I have experience in this, so I can help you with this”. In writing copy, you have to be customer-centric and always emphasize what is in for your prospect.

At every opportunity you get, you have to talk less about your offering itself and more about how it can impact your prospects and change their lives.

5. Address customer objections by using sub-headlines in your copy

When writing landing page copy, it is a wrong approach to focus only on the positives. You have to be realistic, your customer is not only going to think of the benefits of your offering. Customer objections are going to rear their heads in your customer’s mind and if you fail to address them, they can hurt your conversions significantly.

One effective way of addressing customer objections is by highlighting them in your subheading and tackling them in the succeeding copy.

Assignment: Write a list of the possible objections your prospects might have towards making the purchase. 

Next, come up with a headline that addresses this objection. For example, let’s say you’re selling a design course.

A possible objection could be; 

“would this work for me even if I’m a novice at designing?”

A suitable objection-targeting sub-headline could follow as; 

“Zero prior experience needed, we teach from ABC to expert level”

Do you get the drift now? 

Break down those buying objections by highlighting them in your subheadlines and addressing them in the following copy.

5 important practices for writing killer landing page copy

5 important practices for writing killer landing page copy

5 important practices for writing killer landing page copy

5 important practices for writing killer landing page copy

As much as I wish it were so, this is not all it takes to create blockbuster landing page copies but is a sure-fire place to start.

Practice all that you’ve learnt by applying them when next you’re writing a landing page copy. Whilst practising, it is also advisable to keep learning on more tips to create better landing page copies. Before you know it, you’ll be recording impressive landing page conversions.

5 important practices for writing killer landing page copy

5 important practices for writing killer landing page copy

5 important practices for writing killer landing page copy

5 important practices for writing killer landing page copy

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