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:
Embarrassed By Discoloured, Yellowing and Crumbling Toenails?
100% Safe and Pain-Free Fungal Laser Treatment Helps You Get Rid of Ugly Toenails Without Painful Surgery or Harmful Side Effects of Oral Medication!
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
“Serious about Losing 5 to 20 kg in 12 Weeks and Gaining the Energy to Effortlessly Power through Your Day?”
100% Guaranteed…or Your Money Back!
Get Started With a Risk-Free 7 Day Trial
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 9460 0581 or email firstname.lastname@example.org
by Farhad Khurshed
Why Your Online Advertising Isn’t Working and How Compelling Copy Can Increase Sales Exponentially
In this blog post you’ll discover how to create compelling online copy which can turn even the most casual viewer into an excited prospect eager to buy your products or engage your services
Very often business owners who advertise online complain that despite investing a small fortune setting up a landing page with an irresistible offer and driving traffic through Google Adwords or Facebook Ads, the expected leads and sales don’t materialise. They complain that money invested in online advertising is a complete waste, instead of trying to determine the real reason why their online advertising failed to deliver results.
If you aren’t getting the expected conversions from your online advertising campaign, it’s quite likely your copy may be the culprit. With fleeting attention spans, you have only a few seconds to catch the attention of the visitor and if your copy is not compelling enough to draw the visitor in, the money you invest in driving traffic to an offer on your landing page will be completely wasted.
Targeting the Right Audience
Before creating an online advertising campaign, it’s important to target the right audience. Many advertisers make the mistake of targeting a broad audience, meaning just about everybody. Sadly, this approach is destined for failure. To make your offer irresistible you need to identify a specific target audience who will receive a direct benefit from your product or service. Depending on your price point, you should also target an audience who have the financial resources to invest in your offer.
For example if your offer is for a $50,000 business coaching service, it’s pointless to target startup businesses who are cash strapped.
One of the golden rules of advertising is to have the right match of Market Media and Message, meaning you need to communicate the right message, to the right target market, using the most appropriate media.
For example if you drive cold traffic from a Facebook ad to a landing page selling a $5000 product, however good your ad and offer, the conversions aren’t likely to be great, because you aren’t communicating to an audience who already know, like and trust you.
What Really is the Difference Between Good Copy and Bad Copy
It wasn’t until very long ago that the copy you saw on landing page offers were full of hype, offering miracle cures for life-threatening illnesses or the promise of instant riches by doing very little work. This kind of copy just doesn’t work as it triggers the “Bullshit Detector” in the reader, who instantly clicks off the page, never to return.
Neither is humdrum copy written in a formal style or using verbose sentences which puts a reader to sleep.
Good copy on the other hand targets a problem, challenge or intense desire and is written in a way that acknowledges the conversation which the target audience may be having in their minds. Having caught the attention of the reader in this way, the copy goes on to offer a solution to the problem or a means to satisfy the desire by taking immediate action.
The copy is written in a conversational style as if speaking to just one person. This is why it is important to understand what’s going on in a prospect’s life; their fears, frustrations, challenges and aspirations.
With the internet getting increasingly crowded and the advertising space more cluttered, you have a few seconds to get the attention of your ideal prospect and if your message is not specific enough to hit them between the eyes, they will skip it. As a result, your conversions will suffer.
Here are a few rules you can follow to create compelling copy for your landing pages, so viewers eagerly opt-in to receiving your offers.
Before you create a landing page, it’s important to create a compelling offer. Forget about asking people to opt-in to receive your email newsletter. That’s too passé.
Creating a compelling offer is important because even the most persuasive copy will not result in conversions if the offer is not attractive.
How do you know what to offer your prospects?
If you really understand your prospects, you may already know what their pain points and what keeps them awake at night. Use this knowledge to create your compelling offers.
Here are some offers you can consider:
Free Content Addressing a Common Concern
Once you know what problems your prospects face or the solutions they are looking for, you can easily create content in the form of a short Free Report, Checklist or even a Video. When creating the content ensure it’s something the prospect can act upon quickly. The content needs to be simple and actionable.
If you’re a service provider, for instance an accountant or business consultant you could offer a free consultation on a specific subject, such as setting up self-managed superannuation or creating a business operations plan.
Free Trials or Discounts
Free trials are a great option for businesses such as gyms and software companies, as they allow users to experience the product or service at no risk.
To get prospects to put some skin in the game, requesting a tiny upfront payment such as a $1 pre-payment with the option to make a purchase within a 30 day period is a good strategy to obtain prospects to micro-commit, before they become customers.
Once you’ve thought of a compelling offer, you can get down to the task of writing your copy. The first thing you need to do is write an attention-grabbing headline so your prospect reads your offer and takes action.
While there are many theories about the purpose of a headline and how to write one, essentially the headline has only one purpose and that is to get the prospect to read the rest of the content on your landing page.
It’s really that simple.
This is the first test of whether your landing page will convert or not. If your prospect does not read past the headline, the conversions will plunge.
Skilled copywriters invest a few hours in crafting headlines for a landing page, until they hone in on one or two which are the most attention-grabbing. It’s also a good idea to split-test at least two headlines on your landing page.
This simply means running two landing pages, which are identical in every other respect except the headline. The reason for this is to allow the market to decide which one they will respond to. If one of the landing pages convert a lot better than the other, you can drop the one which does not convert as well.
Here’s a real life example where two headlines were split-tested:
The result: The variation with the word “Supplement” to the headline improved sales by 89%
Many business owners tend to write copy which is formal, businesslike and focuses on their products or services. The reality is your prospects are only interested in how your products or services can help them solve a problem or achieve a goal.
The copy on your landing page has to address the challenges they are facing and explain in plain English, that you understand exactly what they are going through and how by taking action on your offer, they will be able to overcome the problem or achieve an outcome they are seeking.
One of the ways to do this is to replace “We” with “You” in the copy.
For example, instead of saying, “We offer the highest standards of service in the industry.”
You can say
“You will benefit from a team of experts, who will do whatever it takes to help you achieve the outcome that you seek.”
Can you see the difference between these two sentences?
Both say the same thing, the only difference with the second sentence is that is focused on the prospect, not on the business.
Bullet Points enable readers to quickly grasp the benefits of what you are offering them. The secret to writing good bullet points on a landing page is to arouse curiosity but never give away the complete solution. Think of bullets as teasers, which get your readers salivating for more.
Bullets should mainly focus on benefits. If it’s necessary to talk about features, the bullet should also explain the benefit arising from the feature.
For example instead of…
The security alarm system undergoes a rigorous 35 point quality check and is backed by 24 hour support which is unrivalled in the industry
You can say:
Every security alarm system undergoes a rigorous 35 point check and is backed by 24 hour support…so you can sleep easy knowing there’s nothing to worry about.
Here are some additional tips for writing powerful bullet points:
If your prospects have never heard of your business before, they would need to be reassured that your products and services can actually deliver the promised results.
There are three main proof elements you can use on your landing page
For instance one testimonial can focus on Quality, another on Service and a third on Timely Delivery
As this is unbiased factual data, it’s the best supporting evidence to amplify your proof elements.
If you want to improve conversions on your landing page, it’s important to get prospects to act while they’re still on the page. Once they leave the page, it’s unlikely they will return unless they’re absolutely sold on your offer.
Even then, they could have forgotten the link to your landing page and aren’t able to access the page anymore. It’s far easier in these situations to do a Google search and find someone else to address their concern.
Scarcity and urgency are two tactics you can use to increase your conversions.
If your offer is about physical products, you can create scarcity in your copy by indicating there are only a limited quantity of products being offered.
If you offer digital downloads, be careful about using scarcity, as prospects are intelligent enough to realise that digital products cannot run out of stock and you are using a false scarcity ploy.
Whether your offer is about digital products or physical products, another way of increasing conversions is by creating a sense of urgency. If you leave your offer open, your prospects will feel they can delay their decision, which means you will have lost them.
Instead, by indicating the offer is only available for a limited time, the “fear of loss”, kicks in and prospects will be compelled to take advantage of the offer, for the fear they will miss out on what would have been an excellent opportunity.
Here’s an example:
As a final incentive, to get prospects who may be teetering on the edge, offering bonuses can help tip them over to taking up your offer.
When offering bonuses it’s important to ensure these are related to the main offer in some way. A perfect example for a training course is to offer a software program which help with the implementation process.
With bonuses, the perceived value is very important and it’s a good idea to indicate the value of each bonus. A clever tactic used by intelligent marketers is adding up the value of the bonuses so it exceeds the value of the main offer.
Often the reason why prospects take up an offer is because they want the bonuses more than the product.
Here’s an example of how adding a bonus improved retention rates:
Result: Version A, with the pop-up, improved player retention rates 9.2%.
Depending on what you’re offering, a strong guarantee takes away the risk of failure from the prospect, and encourages them to take action. It also adds a degree of confidence in your products or services as you are willing to back your offer with a guarantee.
While money-back-guarantees are the most common, it isn’t always possible to offer a money back guarantee, especially in some service businesses.
Often a performance guarantee works as well, for instance in the case of a business consultant who can offer a guarantee to work with a client for an additional period of time at no cost if they aren’t able to generate results which had been agreed upon.
Strange as it may seem, one of the mistakes rookie salespersons make is not asking for a sale at the end of their presentation. They expect the prospect to be so “wowed” by their presentation that they will fall over and sign on the dotted line. Sadly, the reality is quite different.
Just as a salesperson in a personal selling situation has to ask a prospect for the sale, the copy on a landing page must have a strong call to action.
The copy should close out with a persuasive call-to-action message, which urges the prospect to click on a button and get the offer.
Rather than just use the words, “Click Here” or “Buy Now”, in a Call-to-action button, use a stronger message such as: “Yes, I want to get this right now”
Here’s a test which reveals how a simple change in the Call-to-Action delivered different results:
Result: The challenger version had a conversion rate of 3.84%.
Following these guidelines will help you easily double conversions on your landing pages and help you generate the qualified leads and sales you need to grow your business exponentially.
Go ahead and look at your landing page copy. Are you missing any of these elements? Then implement what’s been revealed to you here and use this as a checklist to write persuasive copy for all of your landing pages in the future.
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Part 2 of Online Marketing Consultant Samuel Junghenn On StartupClub.tv! In this episode Samuel reflects on Think Big Online’s integrated marketing technique and answers the questions about the “Bigger” picture of Online Marketing. Additionally Samuel discusses advertising, PPC, SEO, Social Media, Email marketing, auto responders and Video Marketing.
The necessity for a web page or similar online presence is well-established in this day and age. All kinds of companies and individuals are earning extra income through an online page and some of them have even moved over to web sites exclusively! Whether it’s a blog with pictures of food, reviews on new products or a web store for a clothing line, the Internet is full of unexpected avenues of earning.
Using an online presence for financial gain takes a bit of time and effort. There are thousands of websites that cater to similar products or services, so standing out in that sea is the task that needs attention. Even for companies that are just listing their offerings online, it’s essential to have interesting and eye-catching content.
The task of creating well-written and attention-grabbing content is normally given to copywriters who specialize in this field. On the other hand, there is no reason you cannot improve your own skills and write your own material, with a few things kept in mind.
How to Create Original and Effective Web Content
There are certain things to remember when you are trying to create really good content for a website. Let’s take a look at what these are:
Taking a course in Internet marketing Sydney is a good idea if you are in the area, since you can learn a lot about the best tools and processes used for web page success.
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