Landing Page Copywriting 101: The Key to Getting More Conversions

2019/03/01 08:00

landing page length text

How to get your landing pages to achieve your conversion goals.

Landing pages are designed to wow potential customers, to give them every reason to take the next step and convert, but what should your landing page look like exactly if you want to achieve this?

There are a number of different factors that influence the success of your landing page but sometimes you need to drill down to the basics if you want to create a landing page that delivers.

The words that you use on your landing page allow you to have an indirect conversation with potential customers but how many words should you be using to give your visitors enough information without boring them?

A Closer Look at Landing Page Length

One of the most common questions that marketers ask is how much content they should use on a landing page?

There are many different opinions about how long a landing page should be. Some believe that minimal copy and amazing visuals are the keys to success, while other brands insist that longer landing pages pack a powerful punch, so which option is right for you?

If this will be your first shot at a landing page for your brand, it’s best to aim for somewhere in the middle – 500 words is usually a good starting point.

Here are a few of the reasons why 500-word landing pages tend to produce good results.

  • Persuade and inform. In order to persuade a visitor, you’re going to need enough content and while eye-catching graphics can also help you get your point across, it’s best to pair graphics with a good amount of written content too – at least until you see how your landing page performs anyway.
  • Highlight benefits. The more you can explain what’s in it for the user, the higher the chances of them converting and a higher word count really allows you to do this. Users don’t want to hear about solutions and features; they want to know what you can do for them.
  • Cultivate trust. Using more information helps cultivate trust. Users want to trust your site and providing them with enough information will help do that. Along with the amount of copy that you use, you should also pay close attention to the words you use.
  • Bring the user to a logical conclusion. Using enough copy helps you take the user through a process of thinking that will allow them to naturally come to the decision to convert. Landing pages that incorporate at least 500 words have the ability to create excitement and curiosity.
  • Boost your SEO efforts. While landing pages aren’t necessarily designed to enhance your SEO efforts, if it is an organic landing page, having a higher word count will definitely make it more SEO-friendly.

Once you gauge how your landing page is performing, you can decide whether you need to cut down on or add more copy.

Landing Page Copywriting 101: 6 Best Practices

Now that you know how many words you are aiming for, here are a few extra best practices that will help you create a winning landing page.

  1. Avoid Copy Bloat

While you do want to get your key selling points across, it’s still important to be concise. It’s important to read your landing page copy several times to ensure you aren’t adding in copy that’s completely unnecessary. Other ways that you can avoid copy bloat is to avoid using too many adverbs and to only use an active voice.

2. Answer User Questions

Before you start creating your landing page copy, jot down a few questions that you believe potential customers would have after they land on your site. Since most users are busy, they’re not always keen to make the effort to get in touch to get their questions answered. By giving visitors all the information they need to make a decision, you give them even more reasons to convert.

3. Provide Social Proof

Social proof is a big deal, particularly because consumers are far more willing to make a purchase based on a recommendation from another person. If possible, find ways to include some form of social proof on your website. This could be in the form of customer testimonials, client logos or statistical results.

4. Showcase Your Unique Selling Proposition

Consumers rarely buy something because they love a brand. Most consumers are loyal to specific brands because of how they enhance their lives. Instead of wasting your word count on details about your brand or product features, rather focus on how you can change the lives of your customers by solving their problems. Make sure that you jot down your unique selling proposition before you start creating your landing page copy.

5. Write Like Your Customers Speak

You want your landing page copy to sound natural and be relatable so try and create copy that you would use in a conversation with a customer. It’s fine to showcase your expertise in your copy but if your customer has no idea what you’re talking about, chances are they’re going to click the back button pretty quickly. To ensure that you’re using the right wording, focus on user intent and values as well as the questions you think they would have about your offering. You may even want to speak to your customer service department as they have direct contact with customers on a daily basis.

6. A/B Test….Always!

You might think that you’ve created amazing copy but there’s no real way to determine whether it’s producing the best results until you test it against alternative copy. A/B testing is essential when you’re using landing pages to generate conversions. It’s all good and well to follow general best practices but every organisation is different, which is why testing is so important.

Keep in mind that your audience and business is always evolving so keep updating your landing pages based on stats and research if you want to stay relevant and ahead of the game.