I’ll let you in a well-kept secret. But first, you must promise you won’t tell anyone. Here it is: landing pages are your marketing secret weapon. You heard that right! Done right, landing pages can turn a casual visitor into a brand advocate and a life-long customer.
But brilliant and high-converting landing pages don’t happen by chance. A successful landing page will create a strong pull, connection, and persuade your visitor to take a specific action. But just one landing page is not enough; the more landing pages you have, the more leads you will attract, allowing you to create even more opportunities and groundwork for growth.
And it goes without saying (yet I said it – that’s how important it is) that every part of the process must be controlled, for even the tiniest friction points can deter your reader from the action you want them to take.
Luckily, there is a process you can follow and completely master to help you turn your landing page from average to brilliant.
Have a single, strong, actionable purpose
The performance of your landing page will directly correspond with its specificity.
A landing page can help you promote a webinar, offer a free PDF, promote a free trial, host a contest, and so much more – but if you promote all of these on the same landing page, you will fall flat.
The value of a brilliant landing page is in its clearly defined purpose, meaning it draws a highly targeted audience who is likely to convert because of the messaging that appeals specifically to them.
In order to capitalize on that value, write your landing page for one strongly defined audience with a distinct problem that your offer directly solves. To achieve this, keep these in mind:
- Don’t jump into writing thinking it will simply work
- Do qualitative, in-depth research
- Focus on specific pain points, motivations and preferences to define a unique purpose and match your offer to it
An empowering example of a purpose-driven landing page is Mariah Coz of Femtrepreneur. With all of her free offers and paid products, it’s more than clear as to whom the offer appeals to, as well as who it isn’t targeting. The same applies to this landing page for her free email
Focus on benefits and transformation
A common trap with landing page copy is the urge to talk about the product, service or offer, its features and technical specifications that you believe are important.
Here’s the problem: your reader doesn’t.
They arrived at your landing page because of your ad, blog, or whatever brought them here promising them a solution to a problem.
They don’t care about the specs, they want to know HOW your offer will help them.
Your offer’s features are not what will convince your reader to take action. Ever! The single most powerful technique that will make your reader jump into what you’re offering is the feeling of the transformation they’ll go through if they go ahead.
Your offer has to be empowering and make them eager to want to get to the other side of your landing page.
You offer the solution to their problem when they didn’t have a solution.
There’s no better example here than the one from Courtney Johnston, whose copy is always focusing on what she calls the clouds (the problem) and the gold (the solution) and what bridges the reader from one to the other.
Here is a section from one of her landing pages:
Create powerful headlines
An effective headline will hook your reader’s interest immediately.
On average, five times as many people read the headline as the body copy, so don’t miss this opportunity to capture the reader with a strong headline.
The power of headline lies in the ability to convey a strong point even if the reader just skims the page. You know your headlines are good when a reader – previously unfamiliar with your offer – now knows what it’s about only by reading your headlines.
To make this happen, here are some key tips to follow:
- Address the problem
- Speak of the transformation in your headlines, front and center
- Enrich the headline with a number/statistic that makes the key distinction – get specific
- Use strong adjectives and active verbs; there should be no space for vagueness!
A brilliant example of this is Wordstream. They are always incredibly specific in their headlines and hit straight into the heart of a problem.
In the headline below, Wordstream manages to write a simplified and highly-effective headline by making an overwhelming and time-consuming action reduced to 60 seconds:
Write simply and for humans
Now that you know the core approach to your headlines and copy, it’s crucial to keep this in mind: keep it ridiculously simple.
Using hyperbole and buzzwords is a common mistake. You’ll often see it at your competitors, and it’s easy to implement. But it’s a path to vague messaging and it won’t appeal to your target audience, because it’s not the language they would use. These are phrases such as “world-leading”, “paradigm-shifting” or “exceeding your expectations”.
No one cares about that – your audience needs a solution, not fluffy promises.
To avoid this, keep in mind the following:
- Use a simple sentence structure
- Use short sentences and words that are easy to skim and understand
- Avoid writing five sentences for something that can be fully explained in two
- Use the language and wording that your customers would use
Wistia did an incredible job focusing on their audience’s wording, without any jargon, complicated sentences or fluffy copy:
Ask for the action
Once you’ve nailed all the above steps, it’s time to drive your point home by including a clear call to action (CTA).
If you were clear with your purpose until now, this will be the easiest part to write. Your whole landing page is about an upcoming free webinar? Your CTA will then simply be an invitation to sign up for it.
Again, your CTA wording needs to align with your audience’s common language. It’s also incredibly effective to be specific here, too: for example, if your webinar is about increasing team productivity, instead of ‘Sign up’, your CTA button may say ‘Increase Productivity Now’.
Your CTA is what can literally make or break your landing page’s success.
It is one of the only pieces of your landing page that your reader may pay attention to, so make it worth their time!
And speaking of specific and actionable CTAs, look at what Noah Kagan did on his landing page aiming to get people to subscribe to his email list. Not only is his CTA obvious and specific (and unusual!), he also has a winning headline and a straightforward, rich incentive to encourage visitors to subscribe:
If you implement these five core elements to your landing page, you will find success in qualified conversions and engaged community.
Now over to you – what actions do you take to write a strong landing page copy? Let me know!
Marijana is a content writer and strategist on a mission to improve how content marketing is done, one business at a time. She works with companies in marketing, SaaS and B2B industries to plan and create conversion-driven content.