We’ve taken the first two steps toward building landing pages that attract and convert. But it’s not yet time to think about champagne or an IPO because there’s a lot left to be done — and the next step is a difficult one.
Beyond the appeal of the beautiful design, built on a rock-solid foundation, you need to give your landing page the tools to not only attract, but convert your prospect. Visual triggers are indispensable, but they need something to trigger: great copy.
Copywriting, and especially copywriting for landing pages, is a difficult task. Click To Tweet Luckily, we have many friends who wrote extensively about this task – here we present you with a digest of the top
5 tricks for landing page copywriting.
- You’re not selling a product: you’re selling a better product
If you are pitching only your solution, you’re not giving your customers what they need and want. You need to pitch benefits.
That difference, that unique selling point (USP) will make you stand out and become memorable. Functionality is implied, and attractiveness is generally too subjective to be worth aiming for — but to be remembered is well within reach.
As Neil Patel writes in an article published on Hubspot:
Customers already know the solution they’re looking for. They are capable of learning virtually anything thanks to the internet and search engines. In fact, not only do customers know the solution, they also know the features they are looking for, the requirements the product must meet, and a benchmark pricing.
- K.I.S.S. (a.k.a. “the Einstein-filter”)
Your landing page is fighting in an arena with thousands of others for the same 4-7 seconds Click To Tweetattention span of your prospects. You need to make that time count, make it captivating enough to get them make a decision and choose your product.
Albert Einstein is often quoted saying: “If you can’t explain it simply, you don’t understand it well enough.”
Put it another way, and you’ve got Ian Lurie’s “blank sheet of paper test” from Unbounce:
If you wrote your headline, subhead, image caption or first paragraph on a blank sheet of paper and handed it to a stranger on the street, would they understand it?
- It’s A Landing Page, Not Your Life Story
All that could be said has been said: in emails, in blog posts, and all the other marketing collateral. Your landing page is the end of that line, the point where you can finally ask for the decision you’ve been trying to get all along.
Damian Farnworth writes on Copyblogger:
At this stage, the market is glutted.
The field is exhausted, and it is the most difficult stage to profit in. This is where you revive a dead product by shooting directly at the consumer.
So go, and ask for that decision!
- Dysgraphia is a medical condition, not an excuse
As painfully obvious as this may sound, it’s equally painful to see it not being done: proofread your copy.
Kris Bunskoek on Wishpond:
Ok, we all do it. We make grammar mistakes, forget to make the ‘a’ an ‘an’, or even leave out a word two. But, poor syntax on a landing page is money out the door. You lose customer trust and conversions.
Unless you want to put your business name in the same space as Nigerian princes and other scammers who are infamous for bad English, take your time, and make sure everything is perfect from grammar to wording.
+1 Hire Professionals
We get it: there’s only so many resources you have, you need to be selective about where to use them.
Aimée Woodall published on LinkedIn:
While there is risk in hiring an outsider to handle your marketing, there’s an even greater risk in doing it yourself. You may think that you have some good ideas (you probably do!), that you know how to write and send emails and that you’ve seen a few episodes of “Mad Men.” Unfortunately, this does not qualify you as a professional. While many of the principles of marketing are innate (not to mention fun), you’re an expert in your own business, and there’s no way you can expect to keep up with all of the changes in this industry while maintaining focus on your own.
Landing Page Copy Created by Professionals
The same way your product is better than your competitor’s because of your expertise and vision, marketing professionals have instincts that just cannot be taught. Nobody expects you to become a marketing professional overnight, but you can hire one (or more) in even less time.
Copywriters, agencies, or fractional CMOs (this latter being our recommendation) come with a value that outweighs the capital expenditure, and on the long-term unfold exponentially.
Good copywriting isn’t easy – and it requires going back re-evaluating a lot of what you’ve already done in other collateral – but perhaps the most important part of your marketing efforts.
So ask yourself this question: at the end of the day Click To Tweet, do you want to keep learning new skills, or just want to focus on refining your product and counting your revenue?
Sounds too much of a hassle? We hear you.
If you want results without the time and money spent on mastering the field, we combined our experience and expertise into a singular product that’ll give you a fully-developed landing page and nurture campaign.
Cut out the trial-and-error, start getting results right away!