The landing page is the most important part of any website. The content on the landing page should be attractive, relevant, and convincing. It should attract the user’s interest in a single glance. So in this post, you will learn tips to write content for a landing page that converts.
After clicking your CTA, a user lands on your landing page. A landing page is the face of your website therefore it should be attractive and impressive. Along with the design, the content is also an essential part of the landing page.
But how to write engaging content for landing pages?
When the landing page content is of high quality and engaging enough to attract users then that easily brings leads and conversions. Ans if a landing page is of low quality that it increases the bounce rate which is a negative sign. Therefore landing page content should be well written.
Now if you are worried about your landing page that doesn’t convert
Or Want to know tips to write highly engaging content that converts…
Then this blog will solve your problem completely.
As you know, the landing page is an important step in converting traffic into leads and conversions. So it’s important to make it fully optimized with great content.
This post will tell you about the best tips to write great content for a landing page that converts.
But before that first look at the steps before starting writing content for landing page
Steps to follow before writing content for landing page
Step.1 – Understand who your target audience is.
For achieving a goal one has to first earmark the goal. So in this case it is necessary to identify the audience. To be successful as a landing page copywriter one has to understand the nature of the targeted audience.
A few minutes spent here will be of huge benefit. It will be advisable to understand the problem of the audience that we propose to solve.
Step.2 – Finding the right offer.
Having research on the targeted audience and the problem they face one has to do a little bit of research on the way the problem can be solved.
To draw their attention, catchy phrases and to the point offers have to be made. Studying the target market word as a foundation to lure the audience.
Step.3- Where possible, always start your landing page with an image.
Though it may not be possible, as in the case of e-commerce stores because they are selling a product, the landing page should always have an image.
It is very important as people start to relate them with the image of the business or service. This helps your page become personal to the consumers. While dealing with your business they feel as if they are dealing with a person and not a company.
Step.4 – The body of your landing page.
It is advisable to always mention bullet points. They are a simple and cost-effective way of getting a point across with a minimum of words. In case one is interested to expand it like a sales letter they are slightly better but a bit difficult.
Tips to write content for a landing page that converts
Write Attractive and compelling headlines
Now comes the most important aspect of the landing page – the headline. It is always better to coin the headline in the first person. It gives the impression that you are talking to them and then providing an answer.
Many times people don’t read your content on a landing page but just look at the headings.
Sometimes they scan, sometimes they skim but don’t read each and every word on your landing page.
Therefore you should write such interesting and great headlines that influence them to read the content or it influences them to take action. Headlines grab the attention of users and tell readers what they are going to find on your page. Headlines are as critical for a landing page as the content is for digital marketing.
Therefore it is advised to spend active time on headings and subheadings of a page. It shows that there is something worthy to read in. Alongside this, a strong and attractive CTA should also be embedded in the headline.
Now, look at the things at which visitors pay most attention-
- The heading
- Subheading
- Pictures or infographics
- CTA buttons.
- Bulleted lists
Include Customer Testimonials
Customer testimonials are social proof of your products or services. They are the most powerful tool of a great landing page content that convinces users to convert.
Positive testimonials increase conversion chances by 79% because this tells people that your customers are happy with your services. People trust real customer reviews or testimonials more than your written content.
They are so compelling as it shows what is the experience of your o;d customers with your products or services.
90% landing page includes testimonials as social proof to enhance user experience and conversions. They are actually a key to a successful and high converting landing page.
Imagine, you are a customer willing to buy a particular product. But you are not sure whether the product will work efficiently or not. You need some real-proof or satisfactory evidence of the working of a product or service. In that situation positive testimonials fuel-up your decision to make a conversion.
But what should be the pattern or style of a testimonial?
The answer is attractive testimonials with the customer’s name and image. This shows that your testimonial is real and not just created.
Emphasize on the benefits rather than the features of a product.
Gone are the days when merely telling solutions to customer’s problems is enough to generate sales.
Now people need to learn about
- What are the benefits of your product
- Why it is better than the competitor’s product of the same nature
- Why customers should purchase your products instead of others
- What are the add-on benefits of taking service from you
A landing page is a perfect place to answer all these questions in a desirable manner. It should showcase maximum benefits as well as uses of your products both in text and visual forms.
Content should be written in such a way that the user easily connects with it and decides to make a conversion.
Along with benefits and uses, the content should be compelling to provide a good experience and how the product satisfies their needs.
Keep your content simple and precise
The simplicity of content is the most useful thing in writing for a landing page. The simpler the content the more the conversions.
Here is a list of some do and don’t while writing a content
Do:
- Keep the content simple and precise
- Rather than features of a product, focus on the benefits and value for a user
- Keep images simple and relevant
- Keep clear and visible CTA in your landing page
Don’t:
- Never use complex words or technical jargons
- Don’t use complex images or graphics that the user can’t understand at one view
- Don’t overfill the landing page with just content
Look at the example below
What kind of page is it?
Quite simple! Isn’t it?
It clearly defines the objective of the page that is to create a landing page that maximizes leads.
Write clear and simple words or sentences to demonstrate the things on your landing page.
But don’t misunderstand simplicity with a lack of creativity. Creativity is essential for a landing page.
Simplicity just means not to use complex words or sentences but you can use copywriting words. These kinds of words are like toppings on a cake which makes it more attractive and impressive.
Make it relatable and write like a human
Another brilliant technique to drive maximum conversion is to write like a human being. No one reads or understands complex words. People want content with which they can easily connect themselves. If you ever think of writing content that sounds robotic or strained then it’s completely wrong.
A person is writing content and definitely a person is reading it. They want content with which they can connect. When you write in such a way it increases conversion rate by 54%. Here are some tips to write related content.
- Write like the way you speak
- Use simple and easy words so that users understand the meaning. For example, why to write strenuous instead of difficult. You can definitely use simple synonyms but not complex ones.
- Make your sentences small and to the point.
- You can even break grammar rules if it makes content compelling and interesting
- Use first-person words instead of the third person like you instead of he/she.
- Write user-friendly content
Add stats, figures, and numbers to get specific
The more specific content you deliver the more conversions you will get. People believe in numbers and statistics that are relevant and specific.
Look at the two sentences below and think which is more specific and convincing
- Content marketing increase conversions
- Content marketing increases conversions by 48%.
Now think yourself which one is more compelling and convincing. Definitely the second one as it provides specificity of the sentence. Also, it is more believable which increases conversions.
Therefore you can add infographics, statistics, facts and figures to support your sentence positively.
Add Attractive call to actions
The most killer strategy is to add a maximum call to actions in your content but at relevant places. This way you can ask and encourage your visitors to make conversions.
Importance of call-to-action is not generally realized as worth it, but in fact, it makes a lot of difference. It does not need to be fancy. Generics like ‘submit’ etc. should be avoided. Nowadays generic websites are not favored. The right way to get sales is by setting up funnels that relate directly to the consumer.
But how can you add a call to actions?
Loon at the examples below:
Imagine you have written some content about what are the components of your ebook with that you can add a call to action button of Download free e-book to access more.
Think you are writing about a specific product to say about a mobile phone. You can add a call to action of buy now to get the maximum discount.
This way when the users are confident about making an action they can find CTA just nearby that content and they don’t have to find it on your landing page.
But make sure the CTA is relevant, visible, attractive, and focused.
Attractive CTAs could also be like creating urgency or a limited time-frame. Some examples of this are Offer till today’s midnight, only few left, etc.
AB testing of your landing page
Content is not limited to just writing but it should be checked and tested properly. This helps you to learn which things get maximum engagements and what should be changed.
You can do AB testing of each and every element of a landing page. From images to headlines everything can be tested and changed. Making necessary variations and updations could be a great way to bring maximum conversions.
You have to check every variation you made from time to time. Along with this you should also check the mobile-friendliness of your landing page from time to time.
But be patient while performing ab testing. Everything takes time to happen and also your landing page. You should do variations after time intervals.
Things you can test on the landing page are
- Headings
- Sub-headings
- CTAs
- Images
- Benefits
These are some amazing tips to use on your landing page to maximize your conversion rate.
Conclusion
With the above points, you can easily double-up your landing page conversions. This makes your landing page content more powerful and creative.
This post includes all the necessary elements or things that users expect from a good landing page. If these things are used efficiently, you can bring a lot of leads and conversions which is the ultimate goal of any campaign.
Attractive headline, positive testimonials, specific figures, human and simple content along with attractive CTAs jointly made a perfect landing page content.