As a business owner, you know that the success of your website relies heavily on how well your landing pages convert visitors into customers. In order to achieve high conversion rates, it’s essential to have effective copywriting for your landing pages.
Copywriting is the art of using words to persuade people to take action, and on landing pages, this action is often to make a purchase or sign up for a service. In this blog post, we’ll explore the top 5 best practices for copywriting on landing pages to help increase your conversion rates and grow your business.
I recently asked one of the UK’s leading copywriters Mr 603 Copywriting himself, Andrew Nattan, where he felt content writers and business tend to go wrong when creating text for their website.
“The most common issue with landing pages is – unsurprisingly – the most common issue with all marketing copy. It’s focused on the wrong thing.
We’re all excited about the things we do – the new product, the new service, all the work we put into it. So that’s what we write about. “It took twenty experts sixteen months to build our brand new widget.“
Readers – customers – they don’t care. They couldn’t give a toss if it took your sixteen seconds or sixteen years to create your product. They care that it solves their problem.
The first thing a landing page should do is tell them exactly that. “Save four hours a day just by downloading the new widget.” “Admin time is costing your business ten grand a year. Slash that to the £99pcm it costs to use our service.“
Get that focus right, you’re golden. Get it wrong, you’ll lose readers instantly.
So…shall we dive in?!
#1 Write Copy That Resonates with Your Audience Using Benefits, Not Features
When writing copy for landing pages, it’s crucial to focus on the benefits of your product or service, rather than the features. Benefits explain how your product or service will improve your customer’s life, while features simply describe what the product or service does. Customers are more interested in how your product or service will benefit them, so make sure to highlight these benefits in your copy.
For example, if you’re selling a weight loss supplement, instead of focusing on the ingredients and how they work, focus on how the supplement will help the customer lose weight and feel more confident. By doing this, you’re appealing to the customer’s emotions and showing them how your product can improve their life.
How Apple Master’s the Art of Customer-Centric Copywriting
Apple is a company that is well-known for its focus on benefits rather than features in its marketing copy. For example, when promoting the iPhone, Apple doesn’t just talk about the technical specs of the phone, but instead focuses on how the phone will benefit the user. Apple’s marketing copy emphasises the user experience and how the iPhone will make the user’s life easier and more enjoyable.
This strategy has been incredibly successful for Apple because it resonates with customers. People don’t buy products for their features; they buy them for the benefits they offer. By focusing on benefits rather than features, Apple is able to create copy that speaks directly to the needs and desires of its customers.
#2 Get Them Moving with Action-Oriented Language That Inspires Clicks and Conversions
Using action-oriented language is another important best practice for copywriting for landing pages. Action-oriented language encourages visitors to act and make a purchase or sign up for a service. It’s important to use language that is clear and concise, and that makes it easy for the visitor to understand what they need to do next.
For example, instead of saying “learn more about our product,” use language such as “click here to discover how our product can benefit you.” This creates a sense of urgency and encourages visitors to take action.
Nike’s Action-Oriented Language Inspires Customers to Take Action
Nike is a company that excels at using action-oriented language in its marketing copy. For example, Nike’s iconic slogan “Just Do It” is a great example of this. The slogan encourages people to act and get moving, and it has been incredibly successful for the company.
Nike’s copywriting is successful because it inspires people to take action. By using language that is active and urgent, Nike is able to create copy that motivates and inspires its customers.
#3 Short, Sweet, and Effective: The Power of Simple Copywriting
When it comes to copywriting for landing pages, less is often more. Visitors to your landing page have a limited attention span and are unlikely to read large blocks of text. Keep your copy short and to the point and use simple language that is easy to understand.
To keep your copy simple, use the FAB formula – Feature, Advantage, Benefit. Start by highlighting the feature of your product or service, then explain how this feature provides an advantage to the customer, and finally, explain the benefit of the advantage.
Google’s Strategy Creates a User-Friendly Experience
Google is a company that is known for its simplicity. The company’s homepage is famously simple, with just a search bar and a few buttons. Google’s copywriting is also simple and straightforward, with a focus on clarity and ease of use.
This strategy has been successful for Google because it makes the user experience as simple and easy as possible. By keeping its copywriting simple, Google is able to create a user-friendly interface that is accessible to everyone.
#4 How Social Proof Can Take Your Copy to the Next Level
Social proof is a powerful tool in copywriting for landing pages. Social proof is the idea that people are more likely to act if they see others doing it. By using social proof, you’re showing visitors to your landing page that other people have purchased your product or service and are happy with it.
There are many ways to use social proof on your landing page, such as displaying customer reviews or testimonials, showcasing the number of customers who have purchased your product or service, or using trust badges to show that your website is secure.
The Wisdom of the Crowd: How Amazon Uses Social Proof to Build Trust and Credibility
Amazon is a company that uses social proof to great effect in its marketing copy. For example, when looking at a product on Amazon, you can see reviews and ratings from other customers. This social proof helps to build trust and credibility with potential customers.
Amazon’s use of social proof is successful because it taps into the power of word-of-mouth marketing. People are more likely to trust the opinions of other customers than they are to trust marketing copy from the company itself.
#5 The Art of Creating Urgency in Your Copy
Creating a sense of urgency is another best practice for copywriting for landing pages. Urgency creates a feeling of scarcity, which can encourage visitors to take action quickly. There are many ways to create urgency on your landing page, such as using limited time offers or displaying the number of items left in stock.
When creating urgency, it’s important to be honest and transparent. Don’t use false scarcity tactics, such as saying that there are only a few items left in stock when there are plenty. This can damage your reputation and cause customers to lose trust in your brand.
Don’t Miss Out on Booking.com’s Urgency Tactics
Booking.com is a company that excels at creating urgency in its marketing copy. For example, when looking at a hotel room on Booking.com, you might see a message that says, “Only 1 room left at this price!” This creates a sense of urgency and encourages people to book quickly.
Booking.com’s use of urgency is successful because it creates a fear of missing out. People are more likely to take action when they feel like they might miss out on a good deal. By creating a sense of urgency, Booking.com is able to drive conversions and increase sales.
Ready to Write Killer Copy Now? Put These Best Practices to the Test and Watch the Results!
Effective copywriting is essential for successful landing pages. By focusing on the benefits of your product or service, using action-oriented language, keeping it simple, using social proof, and creating urgency, you can increase your conversion rates and grow your business. Remember to use formulas like FAB, PAS or AIDA to keep your copy simple and effective, as well as always being honest and transparent with your customers.
At the end of the day, the success of your landing pages comes down to how well you can persuade visitors to act. By following these 5 best practices for copywriting for landing pages, you can create copy that is engaging, informative and most importantly, effective at driving conversions.
So, start implementing these best practices today and watch your conversion rates soar!
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