How to write landing page copy that speaks to your audience?

09.08.2021 - 5min read - by Amine Maamir

Let me ask you this, Out of the hundreds of landing pages you view on a regular basis, how many are engaging enough to get you to sign up for whatever is being offered? How many are engaging enough to make you even think about doing so? Probably not that many!

But every once in a while, there is this one landing page! a landing page that you can't help but click to receive more information from. You become captivated by the message presented to you on that landing page. Today we'll share with you tips on how you can do just that with your landing pages. Let's get started, Shall we?


Get clear on your landing page goal!

Before touching copy, you need to figure out what you are trying to achieve with your landing page in the first place. The first step in building a successful landing page is defining your purpose or end goal. In other words, get clear on your desired outcome...

A landing page with a direct, clear goal will address any concerns the reader might have and nudge them to complete the desired action.

An aimless landing page will cause visitors to lose interest, get confused, and bounce off the site without performing the desired action.

Here are a few examples of goals you might consider for your landing page:

  • Sign up for a webinar

  • Register for a free trial

  • Download a whitepaper

  • Download a coupon

  • Fill out a survey

  • Subscribe to a service

You will notice all these goals have one thing in common, they encourage the visitor to give information about themselves, most often in the form of an email address.


Determine your value proposition

After determining your landing page goal, the second thing you need to do before you start writing is to determine your value proposition.

A value proposition is a statement with a crystal clear message and intent that positions your company within your industry, and tells prospects why they should invest in your product or service rather than your competitors’.

Your value proposition influences every bit of copy you include on your landing page. That means before you start writing, you’ve absolutely gotta figure out what it is.


Here are 4 steps to help you determine your value proposition:

Step1: Identify your prospect's main problem.

What problems your customers are looking to solve by using your product or service? Your marketing team, sales staff, and customer service reps can offer great insights into figuring out your customers' pain points!

Step2: Identify your offer's benefits to your prospects.

Next list out all benefits that your product or service offers but it should be concise and focused on a single customer need. Next, add another sentence that explains why this benefit matters to the customer.

Step3: Connect this value to your buyer's problem.

Pair the benefit that makes your product or service valuable to your buyer’s needs and make sure they align.

Step 4: Differentiate yourself as the preferred provider of this value.

polish your value proposition to make it unique. Is there something you provide that your competitors don't? Is there a bonus that you include that your competitors charge for? and Voilà, your value proposition is ready!

Cover the essentials

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 buyer’s pain point, the solution to that pain point, how your solution works (features), how your solution will improve their situation (benefits), objections that your prospect might have, and proof that your solution works (social proof).

Your copy needs to cover how you can help your prospect, not how awesome you are! Remember, your awesomeness is implied ;-)

Let’s go more in-depth on these points:

Pain point:

A pain point is a problem causing pain for your prospect and requires a solution, preferably your solution. If your potential buyer realizes that you get their problem, then they're more likely to go with your solution.

Your Solution

your product or service which you intend to use to solve your prospect's pain with, in exchange for their information.

Features

Features are aspects of your product or service, hence your solution which could be technical or descriptive.

Benefits

Benefits are why those features matter to your prospects, in other words, they are the result that your prospect will experience by using your product or service, and it's the very reason why your potential buyers become your customers.

Objections

Objections are concerns your prospect has that might prevent him from moving forward. They are generally around the price, product/service fit, or competitors.

A key part of writing persuasive copy that gets people to convert is tearing down objections before they even come up.

To do that, put yourself in the shoes of your buyer. "What objections I might have if I were to land on this landing page.

For instance, if you claim that your solution has helped 100 companies overcome their pain point, an example of an objection that might come up for your potential buyer - "What's your proof of that?"

Well, you can show your prospects social proof where you share reviews from a few of your previous customers who benefited from your solution. See! Psst, We'll cover social proof a bit more below.


Include Social Proof

Although we deliver results, a lot of our clients' purchasing decisions have more to do with the relationships that they have with our sales team, and less to do with our services, surprised!

Well, you shouldn't be, because familiarity is the basis for trust at a chemical, physiological level in the brain! That's why people do business with people they know, like, and trust. Relationships and authentic connections build trust, thus drive business.

Social proof is a shortcut to building an instant trust bond between you and your prospects.

Here are a few ways to build social proof on your landing page:

  • Include written customer reviews on your landing page.

  • Share links to case studies related to the offer.

  • Share brands you have worked with or collaborated with, preferably recognizable brands.


Use click triggers.

Click triggers are extra boosts of copy positioned around a button, hence your Call To Action to convince more people to click it. They work by easing your prospect's mind and reducing the risk of converting.

You use them to improve click-through rate, create curiosity, and reduce fear and anxiety that your prospect might have.

Below are some effective ways to use click triggers:

  • Money-back guarantee

  • Testimonials

  • Privacy policy

  • Easy unsubscribe

  • "What happens next?"

Whatever you choose, click triggers will give your conversions the boost they need.


Convert with CTA (Call To Action)

When visitors land on your landing page, you want them to quickly understand the purpose of your page. Your landing page should have one, clear purpose called the CTA (call to action).

A strong CTA should:

  • Use clear, easy-to-understand language.

  • Use the active voice.

  • Tell them what the next step is, for example: “To get X, fill out the form below.” or “To sign up, enter your email below.”

Make readers figure out what you want them to do next.


Conclusion

Don't make my mistake by overthinking where you should start, Just get started. Keep in your mind that landing pages are an ongoing process, meaning they can and must be improved.

Following the landing page copy tips we shared with you above, will dramatically increase your conversion rate and your prospects will feel like you understand their challenges because you’re speaking to them using the same words they would use to describe their problem and their business.

As we wrap up this article, here are few hand-picked items for you to improve your landing pages–

The only 6 elements you need to create a high converting landing page!