The goal of any landing page is to increase conversion rates to achieve your business goals. Good landing pages guide your visitors through the sales funnel more efficiently. To craft a landing page that sells itself, make sure to hit these key conversion drivers in your copy.
Write an attention-grabbing headline
People don’t pour over every word in your landing page copy. Nowadays, your audience only has the attention span to skim for the most important details in your offer. Your headline is the most influential component of your landing page. A good headline will tell your audience what exactly they’ll get from visiting your page. Your headline should include:
- The same language as the ad or email that brought your audience to the landing page
- A juicy hook to get your audience to stay and keep reading
Address your audience’s pain points
Your product or service exists to relieve pain. If your copy can point out your reader’s pain point, they’ll seek relief from that pain and be more likely to convert.
In other words, you want to highlight a pain point your reader is experiencing. Then, support the claim that your product or service provides relief to their problem.
Highlight the benefits
Your landing page should outline your offer’s benefits. Too often, brands slip up when they use landing pages as a place to talk about the solution they’re providing.
If you succeeded in bringing people to your landing page, chances are they already know the solution they’re looking for. Steer clear of pitching a solution.
Instead, lean into the benefits and how your product or service will improve your customer’s life.
Focus on one offer only
What will you offer that your audience will find too good to pass up? Remember to focus on an offer that appeals to your target audience and make one — and only one — promise. If your landing page has more than one offer, readers will get distracted — and are less likely to convert.
Some common landing page offers include:
- Ebooks
- Email subscriptions
- Free trials/demos
- Physical products
- Online courses
- Discount codes
- Free quotes
- Consultations
Include social proof
Social proof is a must-have for a high-converting landing page. According to Hubspot, 71% of millennials are more likely to buy something if it’s been recommended online. Social media and word-of-mouth recommendations from trusted peers play a massive part in purchasing decisions. Social proof includes:
- Testimonials
- Case studies
- Quotes from online reviews or existing customers
People want to know how your business helped someone else. It’s good to include concrete numbers and anecdotes about how you alleviated your customer’s pain points.
Overcome objections
Another key element of a high converting landing page is anticipating and addressing your reader’s objections – one by one.
If you’re unsure what they even are, ask your current clientele what they worried about before they committed to your product. Then, survey prospective clients on their worries and what’s keeping them from purchasing. When possible, include the words your target audience uses in your copy.
Ultimately, this exercise will help match their objections, assure them your company understands their needs, and make it easier for them to convert.
Edit, then edit some more
Proofreading your landing page copy is the bare minimum. Review your copy for areas where you can boost credibility and create more clarity for the reader. Here are some simple editing tips to beef up your copy:
- To boost your credibility, ensure your claims and social proof are specific. Trusted by thousands, for instance, is a lukewarm blanket statement. But Trusted by over 100,000 brands sounds more impressive and trustworthy.
- Replace complicated industry jargon with everyday words. Get down to your customer’s level and use the same words they use.
- Shorten and simplify your sentences to make your text skimmable and easier on the eyes.
- Scrap the adverbs. Words like actually and really weaken your sales copy.
Drive it home with a call to action
The final element of a high converting landing page is your call-to-action (CTA). Your CTA serves as the focal point of your landing page. Without a CTA, your audience won’t know what to do next.
Your audience wants to know what’s coming next and take action. Calls-to-action helps them do just that. Here are a few standout features of great landing page CTA:
- Visual prominence. Your CTA needs to be easy to find. Use contrasting colors for your CTA button. Choose a color that meshes with your brand colors but also pops on your landing page.
- Clear CTA copy. Make it clear what will happen after your reader takes action. Choose copy that’s short, action-oriented, and easy to understand.
- Low friction. Make it sound simple to claim your offer. If it sounds like work, people won’t convert.
Need a fresh landing page for an upcoming campaign but dreading the idea of writing it? Don’t stress.