Campaign Monitor, an email marketing software, has a 2.35% average landing page conversion rate across all industries – the percentage of individuals that sign up, make a purchase, or convert on your offer — which is a pitiful figure. As a result, the harsh reality is that in order to increase revenue, you must generate an increasing amount of traffic, and qualified traffic is expensive.
With ad rates rising and SEO getting more competitive, it’s better to start with the cheapest and most accessible option: existing landing pages with already-existing visitors.
Five copywriting strategies to help you accomplish this, while also increasing your landing page conversion rate to 10% or higher — five times the number of conversions without spending any more money on advertisements.
Table of Contents
Speak to an audience of one
The most effective landing pages are highly targeted and focus on a single segment of an audience or a single market segment. They talk straight to their actual desires and the desires of other people.
Using broad landing pages, on the other hand, you’re speaking to everyone, and “everyone” is not a good target market unless you’re selling water, which is unlikely.
It is considerably preferable to appeal to a variety of audience kinds and market segments by creating separate landing pages for each of these groups.
Let’s imagine you’re in the insurance business and you sell small business insurance. Small businesses cover a wide range of industries and can be found in a variety of niches, ranging from a neighborhood bakery to a hair salon to an online digital marketing agency. Try as you might, it’s difficult to build a single landing page that speaks directly to the pain points of every single organization. As a result, the copywriting becomes too generic and wide, and the reader is unable to relate to the content effectively.
As a result, create distinct landing pages for each section and write material that is tailored to the needs of that segment.
Control cadence and flow
Each piece of copy on a website has two objectives: to maintain reader interest while also encouraging them to do a desired action (such as buying, filling in contact information or downloading a guide). Cadence and flow are extremely effective instruments for achieving those objectives.
When writing material for your landing page, you should use a variety of phrase lengths and sentence patterns, as well as varying the depth to which you expand on topics in your writing.
For example, the “hero” part of a landing page (the title and image above the fold), which should be attention-grabbing and offer a compelling value proposition, is an excellent example.
It’s succinct, to the point, and to the point. (“Get groceries delivered in 10 minutes or get your money back.”) –
As you progress farther down the landing page, you may begin to incorporate more detail, such as an explanation of how your service works in straightforward language that everyone can comprehend. Make sure they understand the steps involved in your business so that they are prepared for what to expect when they convert and sign up with you. Creating appealing language while also answering as many potential client inquiries as feasible is the goal in this situation.
Social proof is essential on a landing page, but it doesn’t imply that you have to limit yourself to generic customer testimonials only. Including valuable and subtle social proof signals that fuel conversions is possible in a variety of ways, and they are essential in order to establish trust and confidence with customers.
When designing your landing page, consider including social proof in the hero part of the page, so that it is one of the first things that consumers see when they arrive on your site.
Here are a few other points to consider:
- Do you have a landing page for a software company on it? If this is the case, and under your call-to-action (CTA) button, provide the number of companies that have signed up to utilize your software in the last week. This results in immediate FOMO.
- Include the logos of firms and brands that have used your product or service in their marketing materials.
- Incorporate third-party ratings and reviews from sites such as G2, Capterra, Google, and Yelp.
- Specify how many consumers you have served and assisted this year, or over the course of the company’s existence.
Minimize CTA risk
A CTA (“sign up now”) moment might be daunting since it implies that the consumer will be required to perform further work rather than receive immediate value. There are hazards involved with it, not the least of which being the prospect of signing up and then not loving the service. If you are attempting to generate direct sales via a landing page, there is also a financial risk. These factors contribute to hesitancy, which lowers conversion rates and the number of closed sales: People begin to question whether they really need, want, or could benefit from what you have to offer – and in this day of distraction and short consideration spans, even a few seconds of uncertainty can result in a missed opportunity if not handled correctly.
In order to address these issues, surround your CTA button with positive reinforcement words such as the ones listed below:
- “No credit card required.”
- “Free trial for XX days.”
- “30-day money-back guarantee.”
- “Free forever until you upgrade.”
All of these reassure users that they’ll be covered even if things don’t work out as they had hoped.
Get specific with copywriting
It seems to me that the most common mistake I find on landing pages is the overuse of general assertions rather than particular results backed up by actual customer data. For example, which of the following statements do you think you’re more likely to believe?
A) “Guaranteed to provide you a better night’s sleep!”
B) “In just seven days, nine out of ten clients reported an improvement in their sleep quality of 65 percent.”
Specific facts is significantly more fascinating and impactful than generalized promises because it is more specific.
As a result, whenever possible, replace blanket assertions with data-driven claims that sell your product or service for you instead. Speaking with customers is the most efficient way to obtain such information. You can poll them in exchange for free products and use the feedback to increase the perceived value of your landing page.