Did you know that landing pages, when done right, have a 160% higher conversion rate compared to other types of signup forms?
Yes, that’s a staggering number!
And all the more reason for conversion writers to pull up their sleeves and thoroughly understand the nuances of landing page content writing.
The best landing pages for conversion should drive visitors toward a single call-to-action (CTA) and as a conversion writer, you should know how to create the right emotional triggers to convince them that the product or service is exactly what they have been looking for.
In this blog, we will deep dive into what a landing page is, common misconceptions, sections comprising a landing page and how to write persuasive copy for each section in order to transport visitors from indifference to engagement in a matter of seconds.
Before we start, let’s clear away the basics of what the purpose of a landing page is and the two common misconceptions about landing pages.
What is the Purpose of a Landing Page?
Landing pages are standalone web pages created specifically for marketing or advertising campaigns and they have one clear goal, a ‘Call to Action’!
Landing pages help capture your visitor’s information (like e-mail or phone number) in exchange for something valuable like your product’s demo, free ebook, newsletter subscription, a video about your product or service, a meeting, or a consultation.
It is also to advertise your product, showcase benefits and features that will help lead them to this prompt targeted action.
Depending on the specific conversion goal chosen, it is essential to craft copy and calls-to-action (CTAs) that match what you want people to do on that page.
Common misconceptions about Landing Pages
Misconception #1: Landing Pages and Homepages are the same.
One might often get confused between a Landing Page and a HomePage. But it’s crucial to understand that the homepage is the front or the main page of a website, while a landing page is typically a stand alone lead generation page that targets showing off a particular product or service. It is where your audiences land after they have clicked on a PPC ad, a link in an email, or through a social link.
Homepages guide visitors through various website sections, aiding navigation and providing an overview of offerings.
In contrast, a landing page focuses on a single product, to help minimise distractions and enhance product presentation.
Therefore, your landing page copy should solely concentrate on a single objective behind a single product or service.
Misconception #2: Multiple products in one Landing Page leads to more conversions
Many marketers overlook the fact that featuring multiple offers on a single landing page can significantly harm conversion rates, unless the products are exceptionally similar.
It is crucial to recognize the importance of concentrating on a singular product, highlighting its distinctive features and benefits that differentiate it from competitors.
Remember the thumb rule : “One Landing Page, One Conversion Goal. One Offer”
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Crucial factors to remember while writing copy for landing pages
Now that we’ve dispelled common misconceptions, let’s delve into some crucial factors that often don’t receive the attention they deserve from conversion writers.
1) Match your Landing Page Copy To Your Ad Copy
Ensuring consistency between your landing page copy and the message conveyed in your ad creative is crucial to avoid confusion for potential customers. Here’s what you should do:
a) Headline Alignment: Ensure that the headline on your landing page is very similar to the headline used in the ad creative.
b) Subheading Consistency: Maintain consistency between the subheading in your ad and the corresponding subheading on your landing page.
c) CTA Harmony: Align the call-to-action (CTA) copy in your ad with the CTA copy prominently displayed on your landing page.
d) Keyword Alignment: Incorporate keywords from the ad into the content of the landing page to reinforce relevance.
2) Use conversational copywriting:
- Use Simple Language: Skip the jargon. Keep it simple and easy to understand. Imagine you’re explaining things to a friend.
- Know Your Audience: Speak their language. Understand who you’re talking to and tailor your tone accordingly.
- Be Personal: Address your audience directly. Use “you” and “your” to make it more personal and relatable.
- Tell a Story: People love stories. Share a narrative that connects with your audience and relates to your product or service.
- Create a Connection: Build a connection with your audience by showing empathy and understanding their needs or challenges.
- Keep It Scannable: Break up your content into short paragraphs and use bullet points. Make it easy for people to scan and get the main points.
- Inject Personality: Let your brand personality shine through. Whether it’s humour, warmth, or enthusiasm, infuse your copy with a bit of personality.
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What are the different parts of a Landing Page?
Knowing the structure of a landing page can immensely help you to write better copy. Hence, the anatomy of a landing page can be quite crucial when you are a conversion writer.
The landing page usually should contain the following sections
- Hero Section
- Form Field
- Benefits
- Features
- Social Proof:
- Call To Action
- Footer
Let’s look at each of these elements in a new light.
1. Hero Section:
The hero section is the first section of a landing page that your customers will see when they land on your page. Therefore, it is the most important touch point to encourage your customers to scroll down further.
The main elements of a Hero Section should contain a Catchy Headline, a supporting sub headline or short description and a Button (call to action).
The headline, sub headline and CTA of your landing page should clearly state the Unique Selling Proposition (USP) of your product or service.
Take Netflix for example: Netflix’s service landing page exemplifies the art of simplicity, benefit-driven messaging, and a clear call to action (CTA) in its hero section.
The headline, “Unlimited movies, TV shows, and more,” succinctly captures the primary benefit: limitless entertainment. The language is straightforward, avoiding unnecessary jargon, ensuring broad accessibility.
The subheadline, “Watch anywhere. Cancel anytime,” reinforces convenience and flexibility, addressing key concerns potential users might have. By focusing on user-centric benefits, Netflix effectively communicates its value proposition.
The sub-subheadline, “Ready to watch, enter your email to create or restart your membership,” serves as a clear CTA. It guides users on the next step, inviting them to take immediate action without any ambiguity.
In essence, Netflix’s hero section excels in delivering a compelling and user-friendly message, making it easy for visitors to understand the benefits and seamlessly proceed with the sign-up process.
Key Tip:
To craft compelling headlines for your landing page, begin by thoroughly understanding your competitors’ offerings. Conduct a comprehensive gap analysis to identify areas where your product or service outshines the competition.
Focus your headline on emphasising the unique advantages and benefits your offering brings to users, directly addressing their pain points.
Whether it’s cost-effectiveness, easy accessibility, enhanced efficiency, or time-saving features, tailor your headline to showcase how your solution stands out and positively impacts your audience.
2) Form Field:
The form field on a landing page is crucial because it’s where visitors provide their information, such as name and email address. This information allows businesses to capture leads and follow up with potential customers, ultimately leading to conversions.
The form field should be kept simple, with minimal questions asked. This makes it easier for users to fill out and increases the likelihood of them completing the form.
3) Benefits:
People are generally more interested in how a product or service can improve their lives rather than the technical details or specific features it offers. Here’s why:
Emotional Connection: Benefits appeal to emotions. When customers can visualise the positive impact your product will have on their lives, they are more likely to connect with it emotionally. Emotion plays a significant role in decision-making, and emphasising benefits helps trigger those emotional responses.
Customer-Centric Approach: Focusing on benefits shows that you understand your customers and their needs. It puts the customer at the centre of your messaging, demonstrating that your product is designed to cater to their specific concerns and desires.
Compelling Value Proposition: Benefits contribute directly to your value proposition. When customers can see the value in what you’re offering and how it aligns with their needs, they are more likely to see your product or service as a worthwhile investment.
Let’s see how Netflix does it right with its benefit-oriented ‘features’ section:
- Simplicity: The heading is straightforward and easy to understand. It directly addresses a common desire among users to watch content on a larger screen.
- Inclusivity: The use of “your” makes it personalised, creating a sense of ownership and connection with the service. It implies that Netflix is adaptable to the user’s preferences.
- Compatibility: Netflix emphasises its compatibility with a wide range of devices, providing a comprehensive list that includes popular smart TVs, gaming consoles (Playstation, Xbox), streaming devices (Chromecast, Apple TV), and Blu-ray players.
- User-Centric Approach: The mention of devices that are commonly used for entertainment reinforces the idea that Netflix is designed to seamlessly integrate into users’ existing setups, making it convenient for them to access content on the devices they already own.
- Conveying Value: The benefit conveys the idea that a Netflix subscription provides value beyond just computer or mobile viewing, extending to a variety of entertainment systems, enhancing the overall viewing experience.
In summary, by focusing on the benefits on your landing page, you make your message more customer-centric, emotionally engaging, and relatable.
4) Features:
While your features should be directly connected to a benefit and showcased as a unique value proposition, you might also want to try a different approach in this section.
Prioritise and Organise:
- Arrange features in a logical order or categorise them based on their importance or relevance. Start with the most impactful features to grab attention, and follow with supporting details.
Provide Context with Use Cases:
- Include real-world scenarios or use cases to demonstrate how each feature contributes to solving a problem or enhancing the user experience. This helps users envision the practical applications of the features.
Comparisons and Contrasts:
- If applicable, provide subtle comparisons with competitors or previous versions of your product. Showcasing improvements and unique features can help highlight what sets your product apart.
5) Social Proof:
Social proof is like having friends vouch for you, and it makes people trust your product or service more.
When potential customers see positive feedback from others who have already tried and liked what you offer, it reassures them that they’re making a good decision. It’s like saying, “Hey, these folks tried it and loved it, so you can trust us too!”
It’s a simple yet powerful way to make your landing page more convincing and build trust with your potential customers.
Social proofs can be Testimonials, product reviews, star ratings, case studies, number of products or services sold, etc…
When there’s no social proof, your potential customers have to make difficult choices alone. But most people prefer to follow others’ successful choices rather than deciding alone!
5) CTAs:
By far the most important conversion step in your landing page, the CTA should be simple, clear and directly aligned with the copy of your landing page and the single conversion goal .
Examples of effective CTAs include:
- Sign Up Now
- Unlock Exclusive Access
- Start Free Trial
- Try Our Demo
- Request a Consultation
- Join our mailing list
- Request a Quote
In conclusion, when crafting copy for landing pages, it’s essential to prioritise clarity, address pain points, highlight benefits, and ensure a seamless journey for your audience.
At CrèmeContent, we specialise in delivering precisely these elements in our landing page copywriting services in Dubai.
With a keen focus on understanding your audience’s needs and desires, we craft compelling and concise messaging that guide them effortlessly through the conversion journey.
Leave us your contact details if you need help in creating your landing page copy for your product or service.