So you’re having trouble creating your landing page copy. After all, how can you quickly summarize the value and benefits of your offers without boring your visitor…all in only 3 seconds!?
It may seem daunting, but the reality is there are four main points of criteria for creating amazing landing page copy that, when followed, will have you cranking out high quality landing pages that grab and engage your website visitors.
As any inbound marketer will tell you, the key to a successful campaign is having great content. From your blog posts, calls-to-action, all the way to your landing pages, great content can mean the difference between a prospering company and a frustrated one.
Check out our 4 essential tips for creating amazing landing page copy.
1. Use Action Words
It’s commonly accepted that you have about 3 seconds to grab your reader before they click the back button or leave your site altogether.
So think of your landing page almost as a slightly longer call-to-action. Be sure it’s attractive and grabs your readers at first glance. Don’t wait to get to your point or establish value.
The key to this is action words.
Action words are vital to the success of your landing pages. Given that your reader is only giving you 3 seconds to let them know what you can do for them, using action words to spell it out will go a long way towards keeping them on the page. If you’re not already doing so, you could be missing out on new leads in great numbers. This isn’t just regular ole’ site traffic either, these are visitors who thought enough of your call-to-action to click through to see if you could help them. This is valuable traffic! They’re so close to approaching sales ready.
Focus on conveying just how you will help them through the use of powerful, definitive action words.
Here’s an example of some great usage of some action words:
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As you can see, it’s clear to the reader exactly how this particular offer would benefit them. However, some businesses drop the ball here and list benefits in a manner that doesn’t include action verbs. This is ineffective.
People like to see action and understand exactly what your offer is going to do for them. So tell them!
2. Convey Value
So in order to claim the offer your company is issuing, the visitor will have to take the time to fill out the corresponding form in order to gain access.
So the question they ask is, “why?”
Keep this in mind. Why should your visitors fill out the form? Why should they take time out of their busy days to fill out their contact information?
Give them reasons! Clearly convey the value of receiving the offer. What is it going to do for them? How will it benefit them?
Here at IMPACT, we do this by including a bulleted section in the middle of our landing page that lists 3 to 4 main benefits that our visitors will get from our offers.
We recommend adopting this rule for all of your landing pages. Force yourself to include this middle section of every landing page and you’ll never lose opportunities for not clearly conveying the value of your offer.
Excerpt from IMPACT’s Landing Page for “The Fast Track to Powerful Emails.”
This also effectively breaks up the theme of the landing page from not just the features of your offer, but also the benefit of those features. Take the last bullet point from the example on the right for example.
Why would you want to know when to automate your emails? Because it will improve your open-rates.
Practice this on all of your bullet points. Explain the feature using action words, then include how the reader will benefit from that feature.
3. Be Direct
This all goes back to the “3-second rule.” Your landing pages simply don’t have the time for fluff.
Blog posts are different. Blogs are aimed more at top-of-the-funnel leads who are trying to gather information, while your landing pages are primarily aimed at leads who are looking to solve a problem and take action in doing so. So eliminate the fluff, and be brief and direct about the benefits of your offer.
This can sometimes be more difficult than it sounds. Most content marketers have writing backgrounds. They pride themselves on their use of jargon and literary flair that helps to make their writing more unique and attractive. Indeed, these are signs of a great writer. However, in the case of developing great landing page copy, these habits need to be checked at the door.
Be direct and concise. Often times, a well-placed, relevant statistic will convey your point as well as the value of an offer in one quick, concise sentence.
4. Format for Readability
So now that you have your landing page written with action words, and clearly conveying value in a concise manner, it’s time to go through and format your article so it’s aesthetically pleasing and easy for your visitors to read through.
The goal here is to format for easy reading. Don’t just throw a block of text onto a page, whether it’s great or not, and expect your readers to stick around long enough to get the message and convert to a lead.
Direct readers down your landing page until they’ve reached the bottom!
Include headers, bolds, parenthesis, bullet points, or images wherever applicable. This effectively allows the reader to be guided down the page rather than just thrown a huge chunk of text to digest. Think of it as a river flowing downstream; carry your reader from the beginning to the end, directing them where to go along the way.
Headers are a great way of expressing main points, however don’t abuse it. One or two per landing page is plenty.
The simple act of bolding is also quite powerful. This effectively helps to direct readers to where you want them to read. Action words and words that convey value are both prime candidates to be bolded.
Keep an Eye on Results
As with any of the pages on your website, always make sure you’re tracking the success of your landing pages, utilize some A/B testing to ensure that you’re getting the most out of your landing page copy and that you’re always improving.
Remember, you only have 3 seconds to grab a readers attention. Practice the “eye-blink” rule. View your landing pages, and in the time it takes to blink, are you intrigued? Is the value of the offer clearly stated? Are their action words clearly stating what this offer will do?
An improved landing page will see improved lead generation.
Key Takeaways:
- Your landing page copy has roughly 3 seconds to grab the reader before they leave your website
- Use action words to clearly state what your offer will do for potential leads
- Be sure your landing page copy conveys value, including the benefits of the features of the offer
- Be direct with your content, no fluff!
- Format your landing pages with headers, bolding, bullet points, and images for ultimate readability
Need Help?
If you’re interested in optimizing your landing pages, contact us today to schedule your free marketing analysis.
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