In this article, we’ll share nine copywriting tips that will help you boost your landing page conversions. We will wrap up with common landing page copy mistakes to avoid at all costs.
Landing pages are the cornerstone of any online marketing campaign. They’re the pages visitors land on after clicking on a link in an email, an ad, or a social media post. If your landing page copy isn’t clear and compelling, your landing page conversion rates will suffer.
Table of Contents
Start with a Strong Headline
The headline is the first thing visitors will see on your landing page, so making a good first impression is non-negotiable. Remember, you only get one chance, so you need to make it count. Your headline should be clear, concise, and attention-grabbing. It should also accurately reflect the content of your landing page.
Example:
- Weak headline: Our product is great!
- Strong headline: Shed weight in 30 days with [product name]!
Highlight Benefits Over Features
Don’t just tell visitors about the features of your products or services. Tell them what they can do for them. Features are supplemental details, but the meat of your copy should solve specific problems and offer ways to improve people’s lives. The more specific you can be, the more intriguing your value proposition becomes.
Example:
- Weak sauce: Our new weight loss supplement includes five ingredients.
- Spicy sauce: Our new proprietary drinks make you feel great as you lose weight.
Use Strong Verbs
Verbs are action words. They help your landing page copy come alive and make it more persuasive, compelling, and enticing. Instead of using weak verbs like “is” or “has,” use strong verbs that convey action and excitement. A high-converting landing page uses strong verbs to persuade visitors to convert.
Example:
- Weak verbs: Our product is easy to use.
- Strong verbs: Work out smarter, not harder.
Use Numbers and Statistics
Numbers and statistics can be a powerful way to persuade your target audience. They can help you quantify the benefits of your offer and make it more believable. Instead of saying, “Our product is great,” you could say, “Our product has helped 9 out of 10 customers achieve their goals.” Numbers and statistics are part of any successful landing page.
Example:
- Weak copy: Our product is the best weight loss program on the market.
- Strong copy: Our product has helped 9 out of 10 customers lose weight and keep it off for good.
Use Social Proof
People trust their peers. Social proof, like customer testimonials or reviews, is a potent way to build trust with visitors and boost your landing page conversion rate. When potential customers see that other people have had success with your product or service, they’re more likely to be convinced that they’ll have success too.
Example:
- Weak copy: We’re confident that our product will help you lose weight.
- Strong copy: “I was skeptical at first, but I’m so glad I tried [product name]. I’ve lost 15 pounds in just 6 weeks!” – [Customer name]
Keep Your Copy Simple and Easy to Read
People are busy. They don’t have time to read long, complicated blocks of text. Keep your landing page copy short, sweet, and easy to scan. Use bullet points, subheadings, and white space to break up your text and make it easier to read to improve average conversion rates.
Example:
- Weak copy: Our product is a revolutionary new weight loss program that uses cutting-edge technology to help you lose weight quickly and easily in as little as 30 days.
- Strong copy:
- Benefit: Lose weight in just 30 days.
- How it works: Uses cutting-edge technology.
- Guarantee: 100% satisfaction guaranteed.
Use a Clear Call to Action (CTA)
What do you want visitors to do after they read your landing page? Do you want them to sign up for your email list? Download your free ebook? Make a purchase? Whatever it is, make sure your call to action is clear and easy to understand. Convert visitors with a focused and concise call to action.
Example:
- Weak copy: Click here to learn more.
- Strong copy: Sign up for our email list today and get our free healthy living ebook.
A/B Test Your Copy
The best way to find out what works on your own landing pages is to test different versions of your copy. A/B testing is a simple process of testing two different versions of your landing page to see which one performs better.
For example, you could test different landing page headlines, CTAs, or images to see which generates the most conversions.
Example of an A/B test for a landing page headline:
- Headline A: Lose weight with our new weight loss program.
- Headline B: Lose 10 pounds in 30 days with our weight loss program.
Which headline do you think would generate more conversions? All signs point to B.
Use the Active Voice
Active voice tends to be more engaging and persuasive than passive voice. This is because active voice emphasizes the subject of the sentence, making it clearer who or what is doing the action. Passive voice, on the other hand, can make the sentence seem less direct and less engaging.
Here are some examples of active and passive voice:
Active voice:
- Our product can help you lose weight in 30 days.
- We’ve helped 9 out of 10 customers achieve their weight loss goals.
- Sign up for our email list today and get a free ebook on how to lose weight.
Passive voice:
- Weight loss can be achieved in 30 days with our product.
- Our product has been shown to be effective in helping customers achieve their weight loss goals.
- A free ebook on losing weight can be obtained by signing up for our email list today.
Avoid These Common Landing Page Copy Mistakes
There are a few common mistakes that can ruin your landing page copy. More importantly, they can obliterate your landing page conversion rates. To avoid that, here are a few things to avoid:
- Using too much jargon: Jargon or overly technical lingo can easily confuse and alienate an audience. If you must use jargon, be sure to define it clearly.
- Making promises you can’t keep: If you promise something you can’t deliver, you’ll lose credibility and trust with your visitors.
- Stay positive: Negative words can create a negative impression of your product or service. Instead, focus on the positive benefits of your offer.
- Using too many CTAs: Too many (or conflicting) calls to action can be confusing and overwhelming. Instead, focus on one clear call to action.
Time to Optimize Your Landing Page Conversion Rates
Landing page copywriting is an art. You now have nine different ways to optimize your landing page to improve conversion rates. But while you’re here, try to keep these three bonus tips in mind:
- Make it personal: Address the visitor by name and use language relevant to their needs. Personalization is an easy way to make a big impact.
- Use a sense of mystery: Use landing page copy that hints at what people get by following through with your CTA without giving away the surprise.
- Use humor: Humor can be a great way to break the ice and make your landing page more memorable. But tread lightly; poor attempts at humor can backfire.
By following these tips, you can write landing page copy that helps boost your landing page conversion rates, grow your business, and keeps customers coming back for more.
Multiply Your Landing Page Conversion Rates with Credo
Credo matches you with specialized digital agencies to optimize your landing page copywriting. These agencies are deeply experienced copywriters who can help you write clear and persuasive copy to help boost your landing page conversion rates.
Our pre-vetted partners have helped thousands of clients write landing page copy that:
- Catches attention
- Conveys the benefits of your offer
- Builds trust
- Drives conversions
Contact us today to put more punch into your landing page copy.
