3 Professional Copywriters on What It Takes to Write Landing Page Copy that Converts

Editor’s notice: To rejoice the launch of The Conversion Marketer’s Guide to Landing Page Copywriting, it’s Copywriting Week on the weblog! Keep tuned for extra copywriting-themed posts that can assist make you a greater author and a wiser marketer.

Your touchdown web page is the primary impression your organization makes on potential clients. Due to this, your landing page copy is important to the success of your enterprise.

On daily basis you follow suboptimal touchdown web page copy, you lose potential clients – however how have you learnt whether or not the phrases you’ve chosen are driving conversions or pushing individuals away?

By studying ideas and methods from entrepreneurs who follow copywriting for conversion for a dwelling.

We interviewed three skilled copywriters who gave us six items of recommendation that can assist you enhance your touchdown web page copy to drive extra conversions and gross sales – let’s check out their strongest ways.

1. Get readers to take a *single* motion

What’s the objective of touchdown web page copy?

Should you routinely thought conversion, you’re heading in the right direction. Nevertheless, our consultants took it a step additional.

Joanna Wiebe, Conversion Copywriter at Copy Hackers, defined that your touchdown web page copy has one (quite simple) objective:

To make it super-desirable to finish the shape or take no matter single motion the web page is meant for.

Barry Feldman, Advertising and marketing Guide, Copywriter and Proprietor of Feldman Creative, echoed that thought, stating each paragraph ought to drive the reader in the direction of “the place the place the mouse or finger is meant to go.”

Whether or not it’s downloading an e-book, signing up for an electronic mail checklist, organising a session, or clicking via to view obtainable merchandise, ensure you know your touchdown web page’s call to action in-and-out – after which guarantee that each single copywriting aspect is in alignment with that objective.

2. You probably have multiple purchaser persona, create (and check) a number of touchdown pages

Andy Zenkevich, Co-founder and Head of Product at Get A Copywriter, describes a purchaser persona as “a profile of the shopper’s finest buyer.”

Ask your self, who’s the best particular person to make use of your services or products?

As soon as you already know which (single) purchaser persona you’re concentrating on, it’s a lot simpler to write your whole touchdown web page to compel that particular person to take motion.

However what occurs in case you have a number of purchaser personas and also you’re undecided which could drive probably the most conversions? Right here’s what Zenkevich recommends:

If there are a number of personas to your services or products, create a definite, separate touchdown web page for every of them, and goal separate key phrases.

Zenkevich notes that having distinct touchdown pages for various AdWords campaigns lets you “goal totally different personas with related copy,” but it surely additionally lets you A/B check your touchdown pages to see which one performs the very best – so you possibly can study who your true purchaser persona actually is.

3. Be taught (and steal) your goal buyer’s set off phrases

Anybody who’s labored in advertising has heard of the “set off phrase” phenomenon: the concept sure phrases can propel individuals to purchase, and different phrases can put wallets again into pockets.

Who decides what the set off phrases are? It’s not your copywriter, and it’s not your advertising director. Shock: it’s your goal buyer. Joanna defined:

All of it relies on your viewers. That’s why you shouldn’t defer to your individual thoughts or the thoughts of a copywriter to search out the very best phrases to your viewers.

Fairly, go take heed to your market — particularly throughout the instances after they’re:

• Within the midst of attempting to do the job your resolution will do for them or;
• Reflecting on a time after they struggled to try this job.

And swipe the phrases they use.

When you’ve performed that, you should definitely run A/B tests to validate your assumptions. Will your viewers reply finest to “We’ll by no means spam you” or “Your electronic mail is secure with us” phrasing?

Even our consultants can’t let you know that – sorry, however you’ve received to check for your self.

4. For button copy, use motion verbs adopted by worth phrases

The job of your CTA button copy is to get prospects to click on – however how will you make sure that the copy you select motivates prospects to transform?

Feldman recommends beginning with an actionable phrase equivalent to “get,” “study,” “uncover” or “get pleasure from.” And when you’ve set your self as much as communicate to the worth of the supply, he recommends following up your action-packed verbs with “the worth the clicker shall obtain.”

Button copy like “click on right here” or “obtain now” doesn’t talk what you stand to realize by clicking. “Take pleasure in a free week—on us!” however, does.

The CTA copy on Barry Feldman’s own site reveals that he practices what he preaches:

5. Write solely the phrases you want

Don’t get carried away speaking about why your supply is so nice.

“You want as many phrases because it takes to steer the prospect, and not a phrase extra,” Wiebe suggested.

“If the conversion goals to commerce an electronic mail deal with (and probably some private knowledge) for content material, you must be capable of talk the worth of the soon-to-be-delivered content material quick and successfully,” Feldman famous. “Watch out to not tax your reader in any manner.”

Our consultants have been hesitant to provide a selected ultimate phrase depend, noting that phrase depend and paragraph size largely relies on the preferences of goal buyer – and the place they’re within the shopping for cycle.

As Wiebe defined, “The extra your guests learn about their pains and your resolution, the much less you could say about that, and the extra you could have to say about your supply and why they need to take it (e.g. social proof, urgency, shortage).”

6. Check your touchdown pages strategically

In case your touchdown web page isn’t changing as anticipated, it doesn’t essentially imply that your touchdown web page copy is dangerous. Typically, there are technical points that aren’t instantly obvious.

Earlier than you begin rewriting your copy, Zenkevich defined that you must begin by testing extra technical particulars:

• Do a couple of easy checks to be sure your web page masses shortly and precisely on totally different browsers and throughout totally different units.
• Additionally concentrate on extra advanced server-related points. Although your web page masses effective within the US, Zenkevich defined, there could possibly be web page velocity points in different areas of the world (relying on server neighborhood).

To maintain on high of web page efficiency points, Zenkevich recommends uptime and efficiency monitoring instruments equivalent to UptimeRobot or Pingdom.

Now that you simply’ve eradicated technical issues, you can begin fascinated with A/B testing your copy – however be ready to take a really deliberate strategy. Your checks ought to all the time start with a speculation that’s knowledgeable by knowledge.

As Wiebe defined, data-based approaches to A/B testing “improve your possibilities of understanding the outcomes and utilizing what you study to develop your enterprise, not simply to run experiments.”

Summing it up in three easy factors

Every bit of copy in your touchdown web page ought to drive your prospect ahead via the conversion path, nearer to your objective.

Joanna Wiebe sums up all the recommendation into three easy factors:

Lower every thing that doesn’t assist the web page objective.

Speak in regards to the prospect, not about your self.

And check, goal or each.

Easy sufficient?

Over to you – what are your go-to copywriting ideas and methods? Please share them within the feedback!

— Nicole Dieker