Creating high converting landing page copies with best practices for structuring, crafting, and optimizing your content.
Are you a digital marketer seeing strong site traffic, but your conversion rates aren’t quite where they should be? You’re not alone. According to industry research, nearly 48% of website visitors leave a landing page without engaging deeper with any marketing material housed on the website.
When launching pay-per-click (PPC) or demand-generation campaigns, it pays to have a strong landing page copy where all elements work together to persuade website visitors to become your customers. An optimized landing page copy improves engagement with qualified prospects by enhancing their website experience.
Every detail matters when crafting persuasive landing page content — fine-tuned headlines, simple language, inviting calls to action (CTAs), and more. Make your copy captivating with these eight best practices for landing page copywriting.
1. Use Main Headline and Subhead to Communicate Value Propositions
Buyers find it hard to differentiate between competing products. With short attention spans, communicating your key differentiators is more essential than ever.
Crafting the perfect headline and subheading can be your ticket to getting prospects interested in your value propositions. Use these tips to craft a compelling heading and subheading that tell buyers why they should care about your product.
- Headline: Draw attention to the value you’re offering in one short sentence. Include a mention of your product or audience. Make it flashy.
- Subheading or a Short Paragraph: Provide a specific explanation of what you offer and for whom, and why it’s useful.
- (Optional) Bullet Points: Give more details by listing key benefits or features that set you apart.
2. Highlight Benefits Before Features
To create a high-converting landing page for PPC, you shouldn’t just focus on the technical specifications of your product; you must emphasize how it would improve their current situation. By prioritizing benefits and using product features as supporting evidence for your claims, the audience is more likely to engage with what you offer.
Features are the “facts” of your product, while benefits provide a more compelling description of the impact it would have on customers. Benefits speak directly to the problems and challenges buyers face and are, therefore, easier to connect.
To identify the benefits of your product, state what your product does, the effect it would have on the buyer’s business, and how they would feel because of that.
3. Create Simple , Easy-to-read high converting Landing Page Copy
When buyers scan a landing page, they look for information relevant to their role and situation, and not a lot of narrative about your offer. Landing page copy that’s easy to read and understand is more likely to convert. Draw attention to the most important key takeaways on your landing page with:
- Concise Headlines: Focus on one primary idea and set learning expectations for buyers.
- An Opening Statement: Introduce the details below and support the headline.
- Three to Five Bullet Points: Detail the value you are promising through the primary offer.
- Bold Text: Emphasize the key details, moderately, to avoid creating too many competing priorities.
4. Include Customer Testimonials to Earn Trust
Use social proof in the form of customer ratings and reviews and video testimonials to show prospects what their users have experienced by using your product. Customer reviews and testimonials provide potential customers with real-world evidence of how your product or service has helped businesses just like them.
Doing this will bring credibility to your landing page and make it more effective in creating an emotional connection with the reader that connects more deeply than typical marketing text.
5. Use Visuals to Tell the Story
Imagery can quickly convey your story while trying to connect with buyers. As you include visuals, make sure they tell the same story as your words. Seek out images that incite a positive emotion in viewers; for instance, it’s always a good idea to opt for people with cheerful expressions in your visuals.
To grab attention through visuals, you should consider:
- Landing Page Headers and Banners
- Covers of Downloadable Materials
- Headshots Showing Webinar Speakers
6. Write Compelling CTAs
A call-to-action (CTA) is an important factor in driving conversion, including clicks and conversion from online form filling. Both the visual presentation and language used to express the CTA should appeal to the visitor of the landing page.
Make sure your CTA copies are:
- Action-Oriented: Describe the desired action and clearly express what content or experience will be delivered in exchange for actions such as “download white paper” or “register for webinar.”
- Eye-Catching: Ensure your CTAs are easily visible by using colors that contrast with the webpage background. Don’t clutter with too many CTAs that could confuse visitors. Also, place them prominently so visitors can see them without scrolling.
- Convincing: Create a sense of urgency by emphasizing what is changing in the buyer’s current situation and the consequences of not acting. Clearly define the value visitors will receive by acting.
7. Maintain Message and Visual Continuity from Ad to Landing Page Copy
Make sure you maintain consistency in messaging through all elements of your digital marketing campaign, from ad impression and email opening to the landing page and lead generation form. It drives deeper engagement with buyers and compels them to move further in their buying journey. Create a consistent experience for visitors with two simple rules:
- Focus on the Right Audience: While crafting your message, keep your audience persona in mind and talk to that audience throughout your campaign.
- Use Common Elements: Include the same graphic style, fonts and other elements, such as slogans and logos, to ensure prospects can clearly identify you wherever they engage and create an effective transition between ad copy and the landing page.
8. Run Tests Before the Launch
Design and try out simple versions, which are used to see how your landing page is set up and how users move around it to figure out what attracts the target audience.This will help you detect areas where improvements are recommended to optimize buyer engagement and impact campaign outcomes positively.
Some common elements to test on landing pages include:
- Audience: Align the target group choice to campaign objectives, such as targeting existing customers to cross-sell another product in the portfolio.
- CTAs: Verify CTA text with button or image links, button design (i.e., color, size and shape), prominence on the page, and copy (wording and length).
- Messaging and Copy: Check the size, length and placement of content. Experiment with different headlines and subheads through different voices and styles as well as font types (bold or italicized).
Conclusion
By implementing these eight best practices, you can create high converting landing page that capture your audience’s attention, engage them with relevant content, and ultimately convert them into loyal customers.
