After design comes great copy. Your objective is to be compelling, instructive, likable, concise, effective, trustworthy and informative all at once. How? Keep reading.
Cover the main points.
No matter how you position it, there are a few main points that you need to hit with your copy. Those main points are your persona’s pain point, the solution to that pain point, how your solution works (features), how your solution will improve their situation (benefits), and verification that it works (social proof). Let’s go more in-depth on these points.
The Pain Point
The pain point that you focus on should be the one that your offer solves. Not to sound negative, but it’s important to touch on the problem your persona is facing so they know you understand what they’re going through. Empathy is an effective way to build trust. And if they know you get their problem, then they’re more likely to trust your solution.
The solution to their pain point is what you’re offering in exchange for their information. Illustrate a clear path between their problem and how your solution is the remedy they need.
Just knowing what your solution is may not be enough to convert leads, so you need to mention what’s included in that solution. If it’s an ebook, what are the subjects your cover? If you’re promoting a webinar, how will it work and what will you teach? If it’s a service, what can they expect? Give your potential lead all the information they need to make a decision.
Your copy should be heavy with benefits to the user because that’s what they really care about — what’s in it for them. While features list what your offer has, benefits tell visitors how their situation will be improved as a result. It paints a vivid picture of how much better their life could be by using your solution.
Studies show that social proof is effective for persuading people to take a desired action. Social proof comes in the form of logos of brands you’ve worked with, testimonials from previous clients, reviews of your product, or confirmation that others have purchased your service. In essence, people want to know that others are have used and benefited from your solution, too. By including social proof on your landing page, you're validating your offer without even saying anything.
Touching on each of these points will provide you with well-rounded copy that answers all of your visitors’ questions … which brings me to my next point.
Preemptively respond to objections.
A key part of writing persuasive copy (copy that gets people to convert) is dismantling objections before they even come up. Now, this takes some skill … or at least some help from a friend.
Once you’ve laid your foundation by addressing all the main points, put yourself in the mind of your prospect and think about where they might protest or challenge you as they read. For instance, if you say “We’ve helped Fortune 500 companies bring in customers,” your reader might scoff or doubt it unless you follow up that statement with social proof.
Do this exercise for every section of your page (or ask an unbiased friend to help) until you’ve covered every possible objection you can think of. When you get questions from people who’ve visited your landing page, use that as feedback to sharpen your copy even further. Better yet, seek out constructive criticism from your first few converted leads to ensure your landing page is meeting every need.
Build trust with your prospect.
Say you were reading a sales page and the company wrote, “Our product has helped 100 people and it might work for you, too!” Meh. I’d probably pass and find a company that has a solution that can definitely work for me. Your goal is to build trust with your visitor and the way to do that is to come across as an authority.
Besides using social proof, some other ways to build trust are:
Write in the way that you speak and address your prospects as you would a live customer.
Cite statistics that support your message.
Use case studies that highlight customers similar to your target.
Be relatable. Show your audience that you’re human by admitting failures, opening up about doubts you’ve had, and being honest. The caveat is you should only share what is relevant to their struggle; don’t just divulge anything.
Use click triggers.
Click triggers are designed to eliminate that last bit of doubt before a visitor converts. You can think of them as lick Probability Enhancers (... yes, I made up that term). They are essentially copy positioned next to your CTA that pushes your prospect over the edge by easing their mind and mitigating the risk of converting.
Below are some effective ways to employ click triggers:
Quote from a successful or happy customer
Blurb on “what to expect”
Some other creative method
Whatever you choose, click triggers will give your conversions the boost they need.
A/B Testing Your Landing Page
Everything we’ve discussed until this point is great … in theory. But your business is different from others, and your target audience is unique. How do you know if the copy you chose is working? Or if your CTA placement is right? Or what colors perform best? Or which image to choose?
You test it. That’s how. Split testing (or A/B testing) is probably nothing new to you as a marketer, and split testing your landing page is just one more experiment to add to your list.
Let’s briefly go over how to best A/B test your landing pages.
What is A/B testing?
A/B testing is simply splitting your traffic to two (or more) variations of a page to see which performs better. While you could do this manually by launching one variation for a period of time, then another for the same amount of time, it’s far more efficient to use a software that allows you to split test and can track your results.
The main components of an A/B test are variants, or the two versions of the page, the champion, or the original page, and the challenger, or the page that you modified to test against the original.
How to A/B Test
The most important trick to split testing is to make very small tweaks with each experiment. For instance, you don’t want to split test your headline and your image at the same time because you won’t know which element garnered the results. For this reason, stick to testing one element at a time. The “winner” becomes your champion, then you can create a new challenger to test the next element. You repeat this cycle until you reach a conversion rate that you’re happy with (and that falls within realistic expectations, which we’ll cover below).
What should you test?
You can test virtually anything on your landing page. But while that’s possible, you may want to limit your test to a few of the most impactful elements of your page, like:
Copy on the page
Lead form length and fields
These tests will have the biggest impact on your conversion rates. Try starting with the simplest change first, like a headline or CTA color, then work your way to the larger undertakings, like your page copy.