5 Smart Copywriting Tips To Make Landing Pages More Convincing; Convert More Visitors

A landing page is an excellent opportunity to capture people’s attention. It is a unique chance for you to be able to explicitly explain to your target audience what a high-ticket product or service can do for them. In your search engine optimization (SEO) strategy, a landing page is dedicated to driving conversion events. It is what ads lead your audience to. This is why your landing page should be immensely convincing to make visitors stay long enough to continue the customer journey.

What is a landing page?

To simply put it, a landing page is any webpage that a visitor lands on after clicking a link to a particular site. But in the marketing world, a landing page is a standalone page that is distinct from a homepage.

A landing page has no navigation, unlike a homepage. Its traffic comes from ads, which is different from a homepage whose traffic comes from different sources. A landing page is different from a business’ website, unlike a homepage that acts as the front page. Moreover, a landing page is for digital marketing purposes, while a homepage is to promote website browsing.

A landing page has one main goal and that is to promote a single offer rather than the brand in general. This results in higher conversion rates and thus, a better return on ad spend (ROAS). Ads lead users to a landing page, which makes a lot of sense since ads cost a lot of money. It’s only right that ads lead to a landing page to drive more traffic. It’s only right that ads drive traffic to a single-minded landing page with a clear conversion goal resulting in a better ROI. Aside from that, a landing page doesn’t have navigation that allows users to navigate elsewhere. This means that a landing page isn’t really browser-friendly allowing people to click on other pages on a website.

When to use a landing page?

Before anything else, keep in mind that both landing pages and homepages are crucial parts of a website. You cannot do away with either one.

However, you might be wondering why you still need a homepage when a landing page has a higher conversion rate.

A homepage has an important purpose and that is to allow users to experience your brand in a way that a landing page cannot. Through your site’s homepage, people will gain a deeper understanding of your brand by navigating to other pages on your site. In other words, a homepage lets users get free rein on how they want to experience your brand. This means that a homepage is necessary to boost brand awareness.

On the other hand, a landing page lets you accomplish a more focused goal and that is to generate leads and increase sales conversion.

So, when do you use a landing page?

A landing page is crucial if you’re trying to accomplish a very specific goal.

How to make a powerful landing page?

There are three qualities that make a landing page immensely effective:

1. It has a singular focus – one goal to accomplish.

2. It has an eye-catching CTA to entice more visitors.

3. It has a compelling copy that sells.

Since a landing page has a sole purpose, it would only make sense if you are promoting a high-ticket service. In that case, it’s extremely important to have a completely captivating sales copy that will make your landing page powerful.

Take a look at these five smart copywriting tips to make a riveting landing page.

1. Keep in mind that you’re writing for humans.

When it comes to writing a sales copy, you need to add an emotional appeal to make it appealing to your audience. But what kind of emotion should you appeal to?

According to experts, it depends on the industry you belong to. Businesses that sell children’s books, for example, would use words associated with fun, laughter, and anything light-hearted appropriate for children. In short, you need to an emotional appeal based on who your audience is. You need to show empathy to be able to connect with your visitors and make them feel valued.

How to write with empathy?

• Use inclusive language.

Today’s audience is diverse, which is why it’s important to define your target market according to the kinds of problems you can solve, instead of whose problems. This means that you need to use inclusive language to avoid alienating your visitors.

• Take advantage of hypophora to frame the problem.

Hypophora is a rhetorical device used by writers when raising a question and then immediately answering it themselves. It’s a great non-aggressive way to let your target market know that are completely aware of their pain points and that you have a solution for them.

• Make sure your message is authentic.

Avoid overdoing anything to come off as insincere, which can give your audience the wrong perception of your brand. Be sure your content is as authentic as possible to avoid making feel that you’re just jumping on the bandwagon. There are a lot of issues you can incorporate in your sales copy but don’t overdo it to avoid sounding fake.

2. Entice people into taking action.

For one, you should use concise, powerful action words that make it clear to your audience what you are actually promoting. Give a clear direction on how your audience can take the next desired action. Aside from that, use the right point of view. First and second person POV, using words, like “me,” “my,” “you,” and “yours,” helps your audience imagine themselves buying your products or using your services.

3. Be clear and concise.

You need to use simpler language and fewer words when making a sales copy for your landing page. According to several studies, the reading level of the sales copy and its total number of words are both related to conversion rates.

Experts suggest that a sales copy is better kept under 300 words and at a middle-school reading level. This means that it will be easier for your audience to read your copy the higher its conversion rate will be.

To make your copy more readable, use lists and bullet points to lay out the most important things about the product or service you are promoting. This gives each piece of information more value while making it easier for readers to digest.

Instead of covering everything your product or service can do for every customer, highlight one unique selling proposition in the headlines and CTAs, and then repeat it several times throughout the landing page. This gives the proposition more importance.

4. Use social proof to validate your copy.

In a 2019 survey, 91% of respondents claim that positive feedback from previous customers convinced them to buy from certain brands. Testimonials can validate and support your sales copy, making it more persuasive.

To use social proof to support your product or service’s authenticity, you should source testimonials from top customers. You can encourage top customers to leave a review of your product or service. Make sure that the reviews speak to different buyer personas and the products they’re pursuing. It also helps to use relevant endorsements from experts or influencers.

5. Make use of statistics cleverly.

Statistics can be used to make a sales copy more believable. However, you need to use it strategically. For example, instead of using a percentage to emphasize a piece of information, you can use numbers in thousands or millions to give it more significance. This is called the framing effect, which is to express numbers in a way that resonates with your target market.

Bonus tip: Make your value proposition stronger

Focus on the benefits of your product or service. What makes it stand out? What difference can it make in the lives of its users? What problems can you solve and how will you do it? Your audience needs to know the exact solution that your product or service offers.

Aside from that, you should also anticipate counter-arguments even before anyone can raise them. Study your audience and your product or service really well to be able to foretell the objections your sales copy will have from your audience.

The role of persuasion

Your site’s landing page should be optimized to target and appeal to the right audience. Otherwise, you’re only wasting your time and money on your ads.

To make your landing page valid, you need a persuasive sales copy that will highlight a particular product or service’s benefits and make your audience see why they need it in their lives.