Keyword Research has become increasingly important when writing blog content which will engage their readers so they revisit the blog for more content.
Aside from engaging the target audience, it’s also important from a search engine perspective. Google and other search engines rank content higher if they have keywords or key phrases with a high search volume.
A number of free and paid keyword research tools are available to help uncover such keywords. The challenge with keyword targeting, however, is that your target audience responds to different keywords with varying levels of interest and buyer intent.
The key to overcoming the challenge is to follow a systematic approach to keyword research to find what topics your target audience is interested in, and which ones they will most likely ignore.
The common practice for keyword research is to start with a list of terms, uncover keyword phrases and what keywords competitors are targeting.
What this does not take into account is that the keywords represent varying levels of interest and buyer intent. Some are searched for by prospects conducting preliminary research, some by people who are closer to making a buying decision and still others by prospects at different stages of the spectrum.
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In this keyword research method, keywords are categorised by their type and effectiveness. The idea is to start by focusing on keywords and keyword phrases which have the most likelihood of converting. Only when these have been exhausted, should you look for additional keywords and keyword phrases.
The following infographic explains the method using a brand of honey as an example.
by Farhad Khurshed
If you’re investing money in Facebook Ads to generate leads, appointments or sales, but aren’t getting the results you expect, you may want to review your Facebook Ad copy, especially the headline of the ad.
The headline for your Facebook Ad is one of the first things your target audience will look at when the ad is presented to them. You have a precious few seconds to grab attention and failing to do so could mean your prospect, however, qualified will gloss over the ad, never to return.
When crafting headlines and copy for your Facebook Ads, keep in mind that it’s not just other ads which are fighting for your prospect’s attention.
There are also thousands of other posts, images, videos and Live broadcasts which populate their Facebook feed.
When auditing Facebook ads and other ad copy for clients, it’s quite common to find headlines which aren’t compelling enough to attract the reader.
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Without the right training and experience, it can be difficult to write compelling Facebook ad headlines.
However, by following a few simple time-tested principles it can get easier to craft headlines which arrest the attention of your target audience.
The following infographic presents 5keys to writing headlines for Facebook ads which will compel your target audience to stop and check out the ad.
Get into the habit of writing several headlines and then split-testing a few to see which one gets the most attention.
With patience and practice, following these principles helps in sharpening the skill of writing Facebook Ad headlines which will
lead to higher conversions for your Facebook ads and deliver higher returns on your investment.
Infographic: Social Media Genius
The task of high-converting landing page copywriting appears to be much easier than writing copy for a complete website as there are no style guides to follow or a string of keywords to be included.
All that’s required is to write just one page of copy with the goal of getting visitors to provide their contact information in exchange for actionable content they can profit from.
The reality is that a lot goes into designing a high-converting landing page than what you might think. Getting visitors to take the specific action you desire is easier if you follow guidelines which have been used to create the most successful landing pages.
Before writing copy for your landing page ensure you have a clear idea of the desired outcome. Only then will you be able to create a high-converting landing page with a singular focus.
Lack of a singular purpose or a singular call-to-action when creating landing pages is one of the common mistakes we find when conducting copywriting audits for business owners.
The intention of creating landing pages is generally to acquire a lead by persuading visitors to download a pdf, video or audio file. Nowadays, landing pages are also being used to offer free trials of software or other digital products and also for booking appointments.
Every element of copy should contribute to this singular purpose, without any distractions whatsoever.
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The following infographic highlights the essential copy elements used by professionals in creating high-converting land page copy. The more you can use these on your landing pages, the better you can expect your conversion rates to be.
Infographic: The Landing Page Course
SEO Copywriting plays an important part in ranking websites on search engines but is also a content marketing challenge for many business owners.
Website content should be powerful enough to educate, entertain and engage the reader so they spend more time on the website. It takes a skilled copywriter to craft copy which strikes a fine balance between writing to persuade readers as well as writing to play by the rules of search engines.
It’s one of the important aspects we look for when conducting copywriting audits for business owners.
Search engines rank websites based on several factors and it’s important to tick the right boxes for SEO copywriting when optimising a website to secure a prime position on Google and other search engines.
Writing content with important keywords in mind is important to help search engines evaluate your content for ranking purposes. At the same time, quality content which engages readers and compels them to take some form of action; whether it is to opt-in for a free report, sign-up for a trial or book an appointment is the key to moving the relationship closer to a sale.
SEO copywriting isn’t about filling up the page with product or service related benefits. Instead, find out what information website visitors are looking for and create your content around their fears, frustrations and desires. In doing so, present your product as the solution to overcoming challenges or meeting their needs.
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Here is an infographic which presents 10 SEO Copywriting Tips to help you achieve high rankings for your website.
Use this as a checklist if you’re writing content for a new website or are looking to edit copy on an existing website with a view to improving search engine rankings.
Infographic Courtesy: SEO Expert
While more business owners are turning to content marketing to drive traffic to their website, the challenge they face is in creating content which isn’t just keyword rich, but is relevant, topical and of value to the reader.
The enormous volume of content being uploaded on the internet every second of the day makes it increasingly difficult for business owners to think of original and insightful content which engrosses readers.
As a result, a huge gap is created between planning an content marketing campaign and implementing it successfully, making it increasingly important for business owners to develop and create a results-focused content marketing campaign.
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Although there are several ideas you can think of to deliver content, emotionally driven content is consumed the most by viewers, and when supported by a strong proof element becomes even more valuable.
To make the task of content creation simple and time efficient, it’s important to know what your audience craves for.
In fact, quality content is one of the important aspects a Digital Marketing Agency will look for when conducting an SEO Audit.
To help you create an effective content marketing campaign, check out the infographic below which reveals the 21 content ideas you can use to create content which your target audience will be eager to consume.
Infographic Courtesy: Content Marketing Institute
What can be more embarrassing than incorrectly spelling the word embarrassed in your sales copy or social media post?
Spelling mistakes are a scourge which plagues even some of the biggest brands.
According to Forbes magazine, Pepsi makes four times more writing mistakes than Coke. General Motors makes two and a half times as many writing errors as Ford.
Even if you aren’t keeping score, visitors who read your sales copy, blog posts, social media updates and other content notice these errors.
It’s one of the first things which strike us when conducting copywriting audits for business owners.
If your sales copy isn’t converting, your blog posts aren’t getting shared and your social media updates are being glossed over, it may be a good idea to take a fresh look at the content to see if you can spot any misspelt words.
Sometimes the errors you make aren’t picked up by your word processor, and using a tool like Grammarly, can help in uncovering misspelt words which may have slipped underneath the radar.
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Here is an infographic which reveals the 100 most common misspelt words.
Use this as a checklist every time you write sales copy, emails, blog posts or any other marketing message. It will go a long way to protect the integrity of your brand.
Infographic Courtesy: Proof Edit Write
The craft of copywriting has evolved considerably over the past few decades. Consumers have access to in-depth information on almost any topic at the tip of their fingers.
According to a research study conducted by Microsoft, consumers are exposed to 600 advertising messages a day.
They’re also constantly distracted by messaging apps, especially on their phones.
This makes the task of copywriting difficult for marketers seeking to get prospects to respond to their messages.
Marketers rely heavily on human psychology when writing persuasive copy.
What’s important to know is that the purpose of copywriting is not to get people to do something they don’t want to.
It’s also not to create a desire for a product or service they have no interest in.
Effective copywriting helps in creating marketing messages which relate to a problem or desire in a prospect’s life.
Ads are then created to offer a solution to overcoming the problem or a means to satisfy the desire.
Although there are many copywriting courses which teach you how to write like a pro copywriter, the fundamental rules of persuasive copywriting remain the same.
David Ogilvy, considered by many as the Father of Advertising and one of the pioneers of Direct Response Copywriting, has put together 10 timeless copywriting rules, which can be used as a checklist when crafting your marketing messages.
The timeless copywriting tips apply whether you are writing long-form copy, landing page copy, video sales letters, Facebook ads or any other sales copy.
I’ve seen many of these tips missed when conducting a copywriting audit for clients seeking to significantly improve response rates for their marketing messages.
The 10 tips shown in this infographic will help you get the perfect start to writing persuasive sales copy and have you writing like a professional in no time.
Infographic Courtesy: Prezly
Advertising clutter on the internet and in social media is making it harder for businesses to attract the attention of consumers to their marketing messages.
The ability to craft persuasive sales copy has become increasingly important for marketers seeking to “wow” their target audience and turn them into raving fans.
It's a skill that takes practice and considerable mental effort.
A lot of business owners find they get stuck when attempting to write sales copy.
However, when you overcome the obstacles, you'll soon find yourself writing as well as some of the highest paid copywriters.
As a result, you will be able to generate more leads, sell more products and generate raving fans.
You also will also not be at the mercy of Google’s frequent Penguin, Panda or other algorithm updates.
Using a checklist is an effective method to banish blank page blues and ensure all the items on it have been addressed by the time you get to the end of your sales copy.
The first few times you write copy, it’s a good idea to get your ideal prospect read the copy or even get a professional copywriting audit to uncover any shortcomings you may have made.
The 16 tips shown in this infographic will help you get the perfect start to writing persuasive sales copy and have you writing like a professional in no time.
Infographic Courtesy: GrammarCheck
When someone views your ad or blog post, the first thing they look at is the headline.
If your headline fails to grab attention, it’s highly unlikely anyone will consume the rest of your content.
This means you’ve lost the opportunity to acquire a lead or make a sale.
The time and effort invested in preparing the content for your ad or blog post is a complete waste if your headline fails to entice visitors to consume the content.
I’ve seen this over and over again when conducting copywriting audits for business owners.
Writing persuasive headlines require skill and practice. However, you don’t need to have a PhD. in English to write a headline like the professionals do.
All you need is to follow a simple 5 step formula and very soon you’ll be able to crank out attention-getting headlines which draw the reader into devouring your content.
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Always write half a dozen or more headlines and use the 5 step formula to decide which one is likely to be the most effective. If you’re running ads online, then test your ads using different headlines to see which converts the best.
Follow the 5 steps shown in this infographic and you’ll never again feel stuck when you sit down to write headlines for your ad or blog post.
Infographic Courtesy: Social Media Today
Landing pages are invaluable in helping businesses turn traffic into qualified leads and eventually money in the bank.
Although the look and feel of your landing page may be amazing, compelling copy is often the deciding factor on how willing your target audience is to respond to your offer.
There’s a psychology behind the spoken and written word used in landing pages which has a particular purpose – to address the fear or lack your prospect is experiencing and present your offer as the logical solution to help achieve a desirable outcome.
While there isn’t a one size fits all approach to copywriting for landing pages, there are some unifying elements which are pivotal to increasing conversions.
It’s also important to remember that optimising landing pages is an ongoing process and you should always split-test different elements such as the headline, copy and call-to-action buttons to increase the number of conversions.
So how do you write copy for landing pages, which is so compelling that it persuades your readers to respond in a way that eventually generates leads and sales?
Here are the guidelines to copywriting for high-converting landing pages:
Unlike a website, where the visitor has the choice to visit different pages, visitors on a landing page have only one choice – either respond to an offer or exit the page.
Before writing copy, it’s crucial to identify the primary goal for the campaign and get all decision makers to agree on the goal from the outset.
The goal could be to:
- Opt-in to download a guide or watch a video
- Subscribe to a membership site
- Register for a Free Webinar
- Register for a free consultation
- Start a free trial of a coaching program
- Purchase a $1 initial offer for a health supplement
- An upsell page for an information product
For instance, say the goal of the landing page is to get visitors to purchase a $1 initial offer for a health supplement. The copy would then focus on the problem faced by the prospect and why the solution being offered is unlike anything else available, but also a “no-risk” option to try to find out if the product lives up to its promise.
Here is a flow of the thinking process required for landing page copywriting:
- What is the real problem being faced and what are the prospect’s anxieties?
- How does your product help in reducing the anxiety and addressing the problem your prospect is facing?
- Are there any reasons why your prospects will not buy your products or services… these are the objections you need to address.
- How can the $1 offer be justified? Why are you offering this for initial payment of $1?
Once you have these answers, you will have the basic structure for crafting copy for your landing page.
Here is what this would look like:
Once you know the desired outcome you want to achieve, you need to think of an irresistible offer which will eventually lead to money in the bank.
Even if you have a brilliant product and a rock solid money-back guarantee, you will still need an initial offer to start a relationship with you prospect.
Here are 4 golden rules for crafting a high-converting offer:
Golden Rule#1: The offer should provide an immediate solution to a problem or satisfy an unmet desire.
Golden Rule#2: Prospects should be able to clearly understand the offer and why it’s so irresistible… what’s in it for them?
Golden Rule#3: The perceived value of the offer should be more than the risk. This is why free or $1 trials, educational videos, free mini-courses and free reports, free webinars and cost comparisons make great offers.
Golden Rule#4: There should be a strong reason to act immediately. If people leave your landing page, they are likely to forget and will not visit your landing page again. Scarcity and urgency are two ways to get your visitors to respond immediately.
Here are three offers which demonstrate how the rules can be applied:
Version#1: “Subscribe to our free newsletter”
Version#2: “Sign up for your FREE copy of ‘5 Ways to Free-Up 60 Minutes Every Day’ and receive time-saving productivity tips sent to your inbox every week.”
Version#1: “Call 612 90000000 to Book Your Free Consultation”
Version#2: “Be one of the 15 homeowners to call 612 9000000 and receive your no-cost home security system review, valued at $197.”
Version#1: “Click the button below to order your home theatre system.”
Version#2: “Try the home theatre system for FREE. If you’re delighted with the experience, we’ll charge your credit card after 30 days. If for any reason, you aren’t delighted with the experience, return it to us within 30 days, and you will not be charged at all.”
It’s quite clear from the Version#2 examples that applying the golden rules can make a simple offer, far more compelling.
This is a common question business owners ask themselves when writing copy for a landing page, and one they agonise over endlessly.
Although there are no right and wrong answers, the level of awareness which your target audience has for your products or services is a useful guide to help you determine how short or long your copy should be.
Five Levels of Awareness:
When you know the awareness levels of visitors who see your landing page, it’s easy to decide on the length of the copy. You know what motivates them and whether they need a little or a lot of convincing to respond to your offers.
Fully aware visitors will require a lot less convincing, and you will not need much copy. Visitors who are Product Aware will require persuasive copy focused around the offer.
Prospects who are Aware of the Product will need to be told about the specific benefits your produce provides and why it’s better than your competitors.
If you have comparison tables, where you can compare features of your product against others, use them to your advantage. This is a powerful technique to demonstrate your competitive advantage.
Prospects who are Aware of the Solution may have tried several options to overcoming a problem and are looking for a solution which will finally help them get rid of their problem. The copy needs to your product or service as the breakthrough solution they have been looking for all along.
The use of videos on landing pages is a powerful tool for keeping readers engaged... Implemented correctly, video not only does the job of educating the prospect, but also builds authority and trust.
While the rules of writing video copy are similar to copywriting for text, video copy must be conversational and quickly get to the point or else the prospect will lose interest.
Prospects who are Aware of the Pain but are not aware of the solution have to be educated as well as persuaded, and the copy needs to be long enough to achieve these objectives while keeping them engaged.
The final category, Unaware prospects probably landed on your page by chance, so there’s really no point in optimising your landing page for prospects who will not buy in any case. Rather focus on the prospects you want to target.
Imagine going to a business breakfast networking event or a Meetup group. Just as you’re finishing your breakfast, a well-dressed business owner walks up to you, introduces himself and proceeds to deliver his well-rehearsed sales pitch.
Because he made no effort to answer your “What’s in it for me?” question.
It’s a common mistake businesses make when writing copy for their landing pages.
They ignore the fact that their prospects aren’t looking to buy products, but are seeking a solution to a problem they are facing… or want to fulfil an unsatisfied desire.
Understanding this principle is important when writing copy for your landing pages. What you need is a “hook”, to grab the attention of the prospect.
What’s really important is to ensure visitors to the landing page understand how your offer will solve their problem and what their life will look like once they have taken advantage of your offer.
Once you have a hook, writing a headline becomes easy.
Here are some powerful headlines:
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REVEALED: What Every Homeowner Should Know About Financing a Renovation, Extension or Investment Property…PLUS How to Avoid the Pitfalls Which Could Get Your Loan Rejected
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Before writing a single word of copy, it’s important to create an avatar of your ideal customer. This makes it easier to tailor the copy in a way that resonates with the target audience.
The voice, tonality and style of copy for an architect, for example, will be quite different from what you would write for a plumber.
Poor matching of the message to the market is often the reason why many landing pages are a waste of money because they don’t generate opt-ins and sales.
The more finely tuned your offer is communicated in a way that solves a specific problem, the more likely it is to result in higher conversions.
When writing copy for landing pages, use plain and simple English, write in the first person as if you were speaking a prospect sitting in front of you.
Also, use plain and simple language. Your visitor’s time is precious, and if they get confused or feel your copy is too hard to read, they will exit and look for a solution to their problem elsewhere.
A tool you can use is the Flesch-Kincaid tool in Microsoft Word which tells you the “Reading Ease”, and “Reading Level” of your copy. The higher the “Reading Ease” the better. The “Reading Level” of your copy should be in a range which is understood by a 12 to 14-year-old child.
The only purpose of your landing page is to increase conversions. The copy has to be tight, and there’s no room for adding any fluff or trying to be clever. You need to ensure the visitor doesn’t fly past your offer but is able to quickly determine its value.
Your target audience does not always read the copy in a way you would hope for. They skim the page to see what it’s about and decide whether it’s worth spending time on.
How do you make your landing page copy draws in your reader? Here are three important considerations:
Cold prospects arriving on your landing page need to be reassured that your offer will deliver on its promise. Testimonials and social proof add credibility to your offer.
When prospects see that thousands of people are using your product or service, and some great comments on Facebook, Yelp or other websites, their scepticism disappears. They now don’t want to be the one who does not take advantage of your offer.
A combination of powerful sales copy and testimonials, effectively overcomes objections and tips prospects over the line so they take up the offer.
Here are three ways to make your testimonials persuasive:
Resist the temptation to edit your testimonials too much. The more natural your testimonials, the more believable they are.
Displaying logos of household brands who are your clients adds instant credibility to your offer and reduces the fear factor which could prevent prospects from opting-in to your offer.
So you’ve written the copy for your landing page and all that remains to be done is to craft the Call-To-Action.
A call to action commits your reader to taking one step closer to buying your product or service. It is measurable and you can test it to see if it works or can be improved.
Start by using action words which clearly indicates to the visitor what action they need to take.
For instance, “Get Your Free Weight Loss Guide” is more powerful than “Click Here to Download”.
Ensure that at least one Call-to-Action button is visible above the fold, so the visitor can click without scrolling down. For landing pages with a lot of text, you will require Call-to-Action buttons and links to be strategically interspersed between chunks of text.
Use simple words that serve as emotional triggers which prod your visitors to take action. Anything which appears to be complex and requires additional thinking can be distracting and prevent prospects from taking action.
The Call-to-Action should require the prospect to part with minimum personal information.
Requesting a name and email address is sufficient for cold prospects who want to download a free-guide or watch a video.
On the other hand, if the call-to-action is to book a consultation, it will require the prospect to provide a contact phone number.
If it’s important to collect more information, consider using a two-step opt-in form where your prospect first provides their name and email address. Once they have made this micro-commitment, they can be redirected to another page where you can collect additional information such as an address.
If the copy on your landing page has got the prospect interested and ready to take action, a complex call-to-action process takes away the urgency required for an immediate response.
If you aren’t generating the level of response from your landing pages, use these copywriting guidelines to review them and see how they can be improved.
A small change in your headline, adding a two-minute explainer video or adjusting the copy on your call-to-action button, could be all that’s required to increase conversions on your landing pages.
If you would like help with creating a landing page which can generate qualified leads and increase your sales conversions, we can help you with copywriting, designing and hosting.
For an obligation-free consultation call 02 8413 6409 or email [email protected]