Writing Landing Page Content That Converts

Ciara Byrne

Landing pages are web pages used to capture information from contacts in exchange for something of value. These pages can be a retail offer code, a B2B software demo, a white paper, or a host of other options. While standard web pages live within the main navigation of a website, landing pages are configured to “land” visitors from specific channels.

The obvious goal of each landing page is conversion; the best way to ensure a proper conversion rate is through powerful content. Writers must discern the most effective way to communicate the main idea of the page by writing content that instantly engages readers and ultimately converts them into customers.

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7 Tips On Writing Persuasive Landing Page Copy

This guide reveals the top 7 tips we believe will help you write landing page content that converts. These tips will help you perfect every page part, from creating a strong headline to writing powerful call-to-action (CTA) that boost conversions.

  1. Craft a compelling headline

The headline is what every visitor sees upon arrival to your landing page. In times when users primarily skim website content, headlines act as the bones of your content and should succinctly summarize the parts below them. This rule applies to all pages, including landing pages.

Your first headline must:

  • Be compelling enough to encourage users to scroll down,
  • Relate to the original offer they saw (and clicked to visit the landing page),
  • Identify the visitor’s core problem and offer a solution,
  • Be clear, concise, and easy to read,
  • Highlight the main benefit of your product or services.

Headlines are important for more reasons than simply being visually predominant, search engines give them priority. By doing keyword research and making your headlines SEO-friendly, you’ll have a greater chance of ranking higher in search results.

  1. Focus on benefits rather than features

Readers will not care about your products or services until you emphasize their benefits. Some of the best salespeople are trained to demonstrate the solution-selling method, but that tactic doesn’t work anymore. Nowadays, people already know the solution to problems and the features they are looking for, which is why it is crucial to pitch the benefits of your product.

Listing the benefits of your offer is a widely accepted landing page best practice nowadays. Identifying your benefits upfront allows your visitors to instantly assess the offer and convert immediately.

  1. Keep your writing simple

Simplicity is the key to the best landing page copy. Users appreciate simplicity because they value being addressed as human beings rather than being sold to everywhere on the page. This is especially important for SaaS landing pages. Your product might be sophisticated, but the landing page should be very simple and easy to understand.

To accomplish this ideal tone, use simple sentence structure, keep your sentences short, and use words that are easy to understand and skim through. Don’t get too fancy with your wording; instead, use clear, simple language to convey your message. The best landing page copywriters are those who can describe the main offer in simple words.

  1. Use numbers and statistics to reinforce your claims

Another great way to increase your landing page conversion rate is through the specific application of well-researched statistics. The more specific you are about how these numbers apply to and affect your product and services, the more believable your claims will be. Effectively harnessing relevant statistics will make your offer immediately more persuasive to the user.

This phenomenon has a simple explanation: humans are drawn to things that look believable. Anyone can make blanket claims about an offer, but statistics and detailed metrics demonstrate your brand’s dedication to and passion for your product and goals.

Instead of saying, “helped a client increase their traffic,” state an exact number or focus on a more important benefit such as “helped our software company client triple their revenue within 2 months.”

  1. Include testimonials

Just like they want to see numbers and statistics, users also appreciate customer testimonials. Using these two in combination yields incredible results. Wondering why that’s the case?

The answer is simple – testimonials show users that real people are using the product, buying the service, or claiming the offer you are promoting. For instance, if your landing page is promoting webinars, a testimonial by someone saying they attended an evergreen webinar will inspire potential listeners to sign up.

Testimonials show the potential customer that they will experience the same benefits (listed within those testimonials) and act as great use cases for anything you promote.

  1. Create different versions and A/B test

Create multiple sets of copy and A/B test them to discover which is your best-selling copy. Practice makes perfect, which is why you must constantly test your copy to find what’s working and what isn’t. Explore creating different versions of landing pages based on the referring channel. For instance, if users consistently arrive on your page from emails, you send out, create consistent email landing pages, and A/B test them.

There is a myriad of A/B tests you can perform on landing pages that measure elements beyond content – images, placement, flow, and layout can all be tested in different variations.

The biggest results often come from headline changes, copy, and CTAs. If you want to improve your conversion rates, employ headline, subheadline, CTA, and bullet list variations.

  1. Ask readers to take action

You must ask for conversions to get them; in other words, your landing page content needs to have a final call-to-action (CTA). If you have a landing page promoting services you provide, include a final section that sums up all previously mentioned benefits in the form of a headline, subheading, or bullet list, followed by a call-to-action (CTA) button with a final text.

Some of the most common CTA button text options include:

  • “Add to Cart,” “Purchase Now,” and “Buy Now” for items ready to be purchased
  • “Sign Up” or “Subscribe” for newsletters
  • “Get Started” or “Book An Appointment” for actual calendar invites
  • “Try For Free” for product demos or free trials
  • “Join Us” for online communities

There are tons of other CTA examples based on your offer, so don’t hesitate to test and explore more options before you choose one.

Summary

Writing landing page content that converts is far from an easy task. A lot depends on your choice of words, writing style, and mastery in encouraging visitors to take action. For instance, writing landing page content for someone who sees your offer for the first time should be more descriptive compared to someone you are retargeting.

If you have trouble with any of the 7 tips covered in this article, start by trying to understand your visitors and your pain points. Ask the questions they might ask you – and you will find the perfect outline for your landing page.

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