Landing pages are remarkably powerful online lead generation tools that turn traffic into marketable names in your database, and money in your pocket.
Unlike other pages, they are unique because they force readers to focus on one thing and one thing only - the conversion action you want them to take. But how do you write copy that supports this mission?
Here are 5 tips for writing high converting copy for your landing pages that you can implement right now.
This blog post is part of Your Definitive Guide to Lead Generation blog series.
1. Focus on benefits, not the features
Many businesses make the mistake of overselling the main features of their offer rather than its benefits to the customer. For example, knowing what type of processor, memory, or graphics cards a laptop has isn't as effective as telling a customer that they can download files 15% faster or enjoy the high-quality visuals of the latest computer game. Or describing a guide as having 17 pages of content versus a guide that will teach you to increase your leads by 200%.
2. Make Your Headline CONVERSATIONAL
A highly effective headline is crucial to conversion. Since people don't necessarily read a landing page word for word, it's imperative to hook them on the first thing they see. Using simple, conversational words is far more relatable and inviting than not. Avoid convoluted language and be authentic - just speak to the visitor like they were a friend or colleague.
3. Build Trust
In order for a potential lead to interact with you and turn over their personal information via a form on your landing page, they first have to trust you and your expertise. But how do you establish trust in the limited space available for copy on a landing page?
Establishing authority can be as simple as including a short blurb on what your company does to benefit its customers. If can also include any specific (but truthful) statistics you have on your offer's effectiveness or customer satisfaction.
A customer testimonial (even a short quote) goes a long way to build trust. But make sure they are rea! If you make up over-enthusiastic statements by by characters from stock photo sites, you will come across as inauthentic.
Provide Social Proof
People want to feel safe and confident in their decision to download or register for something. To quell these fears, you can provide social proof by displaying the amount of downloads of your asset, customers who have purchased the product or registrations for your event.
Download your Lead Generation Campaign Optimization Handbook for help optimizing every piece of your campaign from emails to landing pages to Ads
Space for copy is limited on landing pages and should be very focused on your call-to-action and offer benefits, so you can use these tactics which require no copy to build trust:
If you have affiliations with trusted people in your field or industry, include them to build your credibility.
This is a classic technique to garner trust. If you have associations or partnerships with trusted companies in your space that are relevant and well-known then display them. This is particularly important if you are asking for payment or identity information.
4. Create Urgency
Often visitors don't convert due to cognitive friction — basically they think too much, wait too long, or simply don’t respond to our calls-to-action. Raising the urgency level cuts through these delays, encouraging your visitors to act sooner (on this visit) rather than later (another time). You can create urgency using the following tactics:
According to the scarcity principle (social psychology) we place a higher value on an object that is scarce (less available), and a lower value on those that are abundant. Availability might be threatened by limited quantity, a time deadline, or by competition. In turn, when we believe something to be higher value - we want it more. You can tap into this bias by limiting the number of the items available (“Only 2 Spots Left), the time left to act (“Special pricing ends tomorrow”), or mentioning the competition (“If you don't act, they will”).
Add a clock, timer or countdown.
If you remind users that time is passing — that the clock is ticking — it raises the urgency level and compels action. This tactic also taps into the time aspect of the scarcity principle. You can see an example of this being used on SD Inbound's event landing pages.
Tap into loss aversion.
Loss aversion is our tendency to avoid losing things (anything). Many studies have actually shown that the desire not to lose something is greater than the desire to gain something. You tap into this tendency by stating what will happen if the visitor doesn't act now. For example, “If you don't read this email marketing guide, your mailing list will shrink from unsubscribes.”
5. Repeat Your Call-to-Action (and be Specific)
Figure out what your desired landing page action is and reinforce it numerous times with your CTA in your button, supporting copy, headings and form title. You also want to be as specific as possible about the action you want to user to take.
For example, don't just say “Sign Up” but state what they are signing up for - “Sign Up for Trial.” Some other good examples of specific CTA's are Watch Video, Download Guide, Register for Course, and Schedule Consultation.
Some other tips for increasing landing page conversions
Ensure your form is above the fold when viewed on ANY device. Landing pages should be mobile, tablet, and desktop friendly.
Be certain the number of required form fields are in line with the offer you are providing. For a top-of-the-funnel offering, simply requesting an email should do.
Add visual and directional cues towards a part of your landing page, such as your form, you would like to highlight. This will draw a visitor’s eyes and make sure they complete your desired action.
Reduce friction - the obstacles or distractions on your landing page that prevent your potential lead from completing the intended action. One way to do this is to remove menu navigation off your page.
For more guidance on creating high converting landing pages consult our other blogs on the subject:
And if you're in need of more of a deep dive into optimizing your landing pages (and emails, and ads, and blogs) for conversion, get your free Lead Generation Optimization Handbook.