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The copy on your landing page is your chance to close a deal. Here's how to get it right
Your landing page is your chance to turn a low-intent visitor into a paying customer. It's one of your most effective sales tools. A good landing page should move a visitor through your entire sales funnel in the space of one page.
That's a pretty tall order. Fortunately, there are some tips you can follow to create landing pages that grab visitors' attention and compel them to action.
What are landing pages?
Landing pages are single pages on your website designed to capture leads or convert clients. They're the destination you send visitors to when they find your page in organic search, through paid ads, through social media, a marketing email or any other marketing materials.
A landing page could be your website's home page, or it could be a page created specifically for capturing leads or conversions.
When would I use a landing page?
Your home page should be designed to convert or to capture leads, so in many cases it will act as a landing page. In some situations, though, you might want to create a dedicated landing pages.
You might create a landing page:
To sell a specific product if your brand has multiple products
For an inbound ad campaign
For a marketing promotion
To market to specific customer segments
Best examples of landing pages
Here are 5 incredibly effective landing pages.
A landing page should feature great design that places elements on the page to naturally draw visitors' attention to important content. So you'll want to think about hiring a good graphic designer. But the copy on your landing page is just as important. Here are our tips for writing landing page copy that'll grab leads and convert customers.
Your headline is the first element of your page visitors should notice. It should tell visitors what you offer and why. It's your introduction to potential customers.
You should keep your headline simple and short. Ideally, your headline should be no more than 20 words (try to keep it shorter). It should inform visitors about who you are, your unique value proposition or the specific offer you're making.
2. Get specific in your subhead
Directly below your headline, you should have a paragraph of text explaining your offer in greater detail. You'll want this to be in a smaller font with a different weighting to create a visual distinction between your headline and subhead.
You can use your subhead to explain your offer in greater detail. Or, if your brand's value proposition is too complex to get across in your headline, you can opt for a more abstract, punchy headline and a subhead that explains your value proposition.
3. Lead with benefits
Whatever you're selling, you need to sell on its benefits rather than its features. If that sounds confusing, think of it this way: file storage is a feature of DropBox, while the ability to keep all your work in one place is a benefit.
Take a look at Slack's landing page for example:
Slack is a full-featured SaaS product with plenty of bells and whistles. But rather than listing off its features, the landing page leads with the benefit of collaboration and team alignment.
You can use bullet-pointed text to quickly call attention to your benefits. Again, you can see how Slack has done this on their landing page:
If what you're offering is simple and straightforward, you may be able to effectively communicate the benefits in your subhead.
4. Keep it short and simple
Keep your landing page short and to the point. You want to communicate your value proposition in as few words as possible, in language that's easy to understand. This isn't the place to use industry jargon or go deep into technical details.
5. Be specific
Avoid using meaningless marketing buzzwords or vague statements. Get specific. If you can, provide numbers. Don't just tell people your tool will cut down on their emails. Tell them the average customer sends 67% fewer emails after adopting your tool.
Another way to get specific is through client testimonials. This is a great way to build trust and credibility. If you've created some satisfied customers, get feedback from them and then feature it on your landing page. Again, don't go with vague statements like, "this tool is great!" Ask for specific results, such as, "I increased my sales by 39%."
6. Be conversational
Write your landing page copy the way you speak. Don't be stiff and formal. Your landing page visitors should feel as though they're being spoken to by a human.
A good way to think of it is, your landing page should sound like the sales pitch you would give if you were actually sitting next to someone. Informal, conversational copy makes your brand and your offer feel approachable.
7. Address objections
Think of every objection someone could have to using your product, and then address them in your landing page copy. But frame it in a positive light.
For example, if someone might think your product is too difficult to sign up for, use a line like, "Sign up in 45 seconds." If someone might believe your product is too expensive, you could use copy like, "Get a 14-day free trial!" If a customer might see your product as too complicated to use, you could say something like, "24/7 customer support."
Notice in the examples above that the copy doesn't directly state the objections, but it still answers them. Rather than calling attention to conversion roadblocks, remove them by offering something positive.
8. Provide a clear call to action
Your call to action (CTA) is one of the most important elements of your landing page. This isn't the time to play coy. Use your CTA to tell visitors exactly what you want them to do.
Your CTA should be direct, short and should clearly inform visitors what's going to happen as a result. It's crucial that you get it right, which is why we wrote a whole blog post on writing great CTAs.