Coming up with a great landing page design is only half the work done. Without great copy, that design can’t do much on its own.

When people do arrive at your landing page, all the want is informative, enticing, concise, likable and shareable content. Here’s how you can achieve all that and more.

1. Cover the key points (quickly)

No matter what kind of copywriting approach you use, there will definitely be a few key points that you must hit home with your copy.

These key points typically revolve around your audience’s pain points, what your solution is to those pain points, how effective that solution is (along with its unique features), how this solution will benefit them, and social proof that it actually works (you can demonstrate this through testimonials or a case study, for example).

Let’s go a little more in-depth with the above:

Pain point

The focus here should be on a pain point to which you have a solution. So, without sounding negative or anything, use an emphatic tone to build trust and let your audience know that you’ve been in their shoes and know exactly what kind of problems they are facing.

Solution

You have the solution! That’s right, they need to know that in exchange for offering you their personal information, they will access a tried-and-tested solution. Try to illustrate through an example how your solution is the one they need.

Features

Simply saying that “We have a solution and here’s what it looks like” may not be enough to hit the desired conversion target. You do need to showcase the unique features of that solution and how it stands out from other solutions in the market.

So, if it’s cat food you’re selling, briefly explain the features that will benefit cat owners – e.g. non-GMO ingredients, no additives, all-natural vitamins, and so on. Give your prospect all the information they want to become a paying customer.

Benefits

Your landing page copy needs to highlight the benefits – on more than one occasion – as that’s what the prospect is there for: “What’s in it for me?”

It’s good to have a features list, but you do need to give examples of how your product can benefit them and improve their situation as a result. For instance, “our cat food means less visits to the vet each year and generally a happier, healthier, and more receptive cat” – or something along those lines.

Social proof

Many studies have demonstrated how social proof can be a highly effective tool for persuading people to take a certain action. Social proof may come in the shape of past client testimonials, product reviews, logos of brands you have worked with, etc.

People, in essence, feel comforted to know that they are dealing with experts and that other customers have benefitted from the solution too. So, social proof on your landing page simply validates and reinforces the value that’s behind your offer, without really saying anything at all.

2. Be proactive in responding to objections

Ever heard of preemptively responding to objections? Yes, there is such a thing!

A key aspect of coming up with persuasive landing page copy that converts leads into customers, is the art of shunning objections before they are even posed. This does take some skill though:

After you have laid the foundation by addressing the key points (step 1), you need to put yourself in your prospect’s shoes and think about a specific part of your offer that they may challenge or object to.

For example, if you make a claim like: “We’ve helped x amount of cats stay disease-free and cut down their annual vet visits by y percent”, then there’s always the likelihood of some prospects speculating or scoffing at those claims. So, always follow it up with a statement, such as social proof in the form of client testimonials or otherwise.

3. Establish a sense of trust with the prospect

Again, put yourself in the prospect’s shoes and see how you would react after reading a sales page: “We’ve helped thousands of people with our solution so there’s a good chance it will do wonders for you too!”

Meh… you’re probably going to think “No thanks, I’ll pass”, and move on to a company proposing a solution which is tailor-made for you and works 100% just for you!

That’s what we’re trying to do here – build the kind of trust with our prospect which projects authority and exclusivity as well as instills confidence.

So, apart from social proof, you can also build trust by:

  • Citing statistics to support your message and/or claims.
  • Writing in a way as if your prospect were right in front of you.
  • Writing in a relatable way – i.e. showing your prospect that you too are “human”, by opening up about any doubts you may have or admitting to failures, for instance, and being completely up front. The way to achieve this is to only share what is relevant to their pain points or struggles, and not just divulging anything for the sake of it.
  • Using case studies or white papers which highlight experiences of satisfied customers who are very similar to your prospect in terms of interests, age and other demographics.

4. Take advantage of click triggers

Want to know something interesting about ‘click triggers’? They help tremendously in wiping away that last iota of doubt, right before your visitor successfully converts.

Click triggers may also be seen as “probability enhancers” – yep, we totally made that up just now – which essentially refers to landing page copy which is deliberately positioned next to your CTA so that it pushes your prospect from ‘consideration’ territory into ‘buying’ territory, by putting their mind at ease and mitigating any perceived risk of buying.

Here are a few examples of how you can cleverly integrate click triggers throughout your landing page copy:

  • Easily subscribe now
  • Money-back guarantee within x days
  • Act now and save…
  • Friendly blurb on what they can expect by buying from you
  • Privacy policy – showing that you care about the personal information they exchange online

No matter which method you choose, probability enhancers can give your conversions a major boost. To learn other crafty methods of improving your landing page copy and, ultimately, increasing conversions, speak to our team of landing page designers and web copy writers today.

Published On: January 30th, 2023 / Categories: Content Marketing, Digital Marketing, Marketing Strategy /

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