Copywriters who write landing pages know that the right headline and call-to-action can change conversion rates considerably. Their writing gets more clicks, page views, and generates conversions. Ultimately, the right squeeze page can send you oodles of traffic and revenue when built correctly. However, if you are not a copywriter, the good news is that on-site conversions are not all about the words you choose.
These are some of the techniques you can use to improve your conversion writing now:
Add Customer Testimonials
When you treat customers right, they will write the best reviews of your products. That kind of text promotes trust with other customers. Customer testimonials produce the most conversions. This is because no one can write about you like a customer. Testimonials also have more impact on a potential customer because it shows what a customer will experience if they use your product.
Video testimonials are also the best form of product promotion. When a customer shares their amazing experience on Facebook or Twitter with a video, people can see the product and understand how it’s used in vivid detail.
However, text testimonials with images are also compelling to visitors. Some sites even use testimonials in the headline or above the fold. If you can let your customers speak for themselves about products that they love, then conversions will follow.
Emphasize What They Get, Not What You’re Selling
Good websites focus on the benefits of the product or service. Basically, what are the features and how will they help your customer? Recent studies by Harvard revealed that “solution sales” no longer work. Customers already know what they are looking for, and they can conduct ample research to figure out the best features, specifications, and benchmark prices.
As you are writing, focus on the benefits. You can still mention the solution at some point, but it’s really about the beneficial features of a product or service that gets a customer to buy. You can focus on each feature one-by-one, starting with your strongest.
Spend Time Writing the Best Headline
Most people do not dig in and spend time reading your landing site text. Of course, you need it for those who do, but most people simply skim the headlines and call-to-actions. Most visitors flit their eyes from one headline and image to the next, going down your conversion page until they see something that motivates them to buy.
Typically, customers pay attention to the following on a conversion page:
- CTA button
After that customers tend to click-through, purchase, or completely bounce. However, the next most important pieces of a landing site include:
- Section headings
- Bullet points
- Short paragraphs with bolded quotes
- Image captions
However, the most important piece of content is the headline, which should maintain all of your focus to kick off a website. It should be bold, strong, and easy to understand.
You also want to use a subheadline that delivers impact and pushes your product’s benefits. Large images of your products and benefits are also great for your conversion rate.
When writing bullet points, keep them short and sweet. In addition, shorter paragraphs are better than big blocks of text. Lastly, you can use a short line of text under your images to describe the features.
Keep Your Copy Simple to Read
If you have a complicated service or product on your website, then you should focus on the simple features or show a video to demonstrate how it’s simple to use. No one wants to read complicated blocks of text, as it doesn’t work for a quick conversion. People want to digest your website in a few seconds as they skim. This means that simplicity sells more than blocks of text.
Many marketers write site text that they think customers want to hear, and they use phrases that can be found in every advertisement and squeeze page online. This becomes problematic because customers will tune out words that are too salesy or scammy.
Here is a list of words to avoid when trying to write converting text:
- Integrated solution
- Flexible platform
- World leader
- On-demand marketing software/program
- Once-in-a-lifetime opportunity
- Experience the difference
- Changing the way X is done
- Paradigm shifting
There are too many cliché marketing taglines on landing pages today, which is why you should avoid them as much as possible.
To ensure that your writing converts, focus on writing concise but strong language. Here are some more tips:
- Be clear and succinct by using basic words everyone understands.
- Keep sentences short and strong.
- Don’t try to get fancy with your wording or add filler to elongate the length of the page.
- USe short words as they are easier to read and skim.
Be Specific with Statistics and Numbers
What sounds better, “We deliver the best results” or “Last year, our customers increased their conversions by 300 percent. See our case studies.” Your readers will believe the specific numbers every time, but it sounds like something any business could say when you just say “best results.”
While any company can say they are the best at something, it’s another thing when you can prove that you are actually the best for a reason. For this reason, you should always choose specificity for numbers and results over blanket statements.
Write Copy Like a Human
Have you ever tried to read a landing page only to find that it’s written with no personality, almost as if it was a robot? This is when customers tend to distrust everything else on the page. After all, if a human is not writing about the product, then how much does the company actually care whether it works or not?
People want to connect with other people. This is why your writing has to sound like it comes from an actual person. You can use these tips to get better at writing like you speak.
- Talk about the product out loud, write down the phrases that sound the best
- Use normal, basic language just like how you would describe the product to a 10-year-old
- If the writing sounds good or personable, then you can break grammar rules to make it more unique
- Use first person
- Try expressions that you use in everyday conversions like “Wait a second,” “wow,” and “it’s like”
- Entertain your reader with funny anecdotes or a story about the product or history of the company
It’s best to think of a landing page as a conversation with your customers, rather than just words and fluff. What landing pages have you come across that made you want to buy? What headline was used, and what call-to-action struck you the most?