Learning to write better landing page copy doesn’t have to be complicated. Landing pages should capture the attention of the target audience in the shortest amount of time, and in the shortest amount of words.
Keep it Simple
Writing landing page copy is nothing like writing a novel. Tolkien was awesome, but he would’ve made a garbage copywriter. When writing landing page copy remember to be:
Simple- Utilize headlines that are three words or less. The shorter, the better.
Concise- Tell a story with three words. Leave out what isn’t needed, and that no one cares to read.
Compelling- Draw in the target audience. Call them to action. Don’t just hint at the next step; make it so obvious that it’s impossible to avoid.
“Subscribe to Read More”
It also never hurts to place the primary call to action close to the headline text.
Make it Positive
The only negative emotion that converts is fear, and scaring your potential customers is never a good idea. Instead, highlight the issue that the brand solves by shining a spotlight on the benefits of using your product, subscribing to your blog, hiring your firm, etc
Avoid the Passive
The passive voice is the grammatical equivalent of speeding on the freeway, everybody does it but nobody should. The passive voice is poison to landing page copy because it does everything successful landing pages do not; it makes the message wordy, less clear, and hard to understand.
Use active phrasing instead.
Active voice (Good): Just Do It
Passive voice (Bad): Make Sure It Gets Done
Differentiate Your Brand
It’s important to include a differentiator in your landing page copy.
What separates your brand from your key competitors?
What advantages does your product provide the target audience?
Don’t Forget Images
Every audience is a visual audience. The best landing pages feature images that complement the landing page copy but do not distract from the point of the landing page.
Social Proof is King
The pack mentality is strong in most consumers. Including social proof in your landing page copy is a powerful, yet subtle way of reassuring the target audience that choosing your product/organization is the right idea.
“300,000 Subscribers and Counting”
Always Be Aspirational
Show the target audience how great life can be if they choose your brand. Better yet, show them reviews from customers who have achieved their aspirations by choosing you.
For something that is supposed to be simple, landing page copy is anything but. However, with a little technique and some expert help for Otherworld Content you can turn your landing page copy into your most powerful digital marketing tool.
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