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8 Must-Have Tips for Writing Landing Page Copy That Converts
By [email protected] (Neil Patel)
Conversion copywriters — the people who write landing page copy that converts readers and delivers sales — are wonderful human beings. Their writing pulls in readers, generates conversions, and ultimately produces buckets of cash.
Wouldn’t you like to have that skill?
There’s good news here: It’s only partly skill. The rest is just technique — technique that you can learn and master. You — yes, you! — can unleash the same wizard-like conversion copy powers, as long as you understand the techniques that are at play.
You see, conversion is very much a science of the mind — how your prospect’s mind processes information, makes decisions, and decides to convert. In this post, I’ll describe eight writing techniques that are proven to work. After putting your time and resources into generating traffic, here’s how you can turn traffic into revenue by creating copy like a conversion pro.
Here are the tips we’ll cover:
- Use customer testimonials
- Emphasize the benefits, not the product/service
- Spend time writing a killer headline
- Keep your writing simple
- Write like a human
- Use numbers and get specific
- Ask for readers to take action
- A/B test your copy
8 Tips for Writing Great Landing Page Copy
1) Use customer testimonials.
One of the most powerful conversion copy techniques is not about writing at all; it’s about letting happy customers write your copy for you.
Testimonials produce conversions like nothing else can. It’s impossible to write copy as good as your customer. Why? Because good copy depends on the source, not just the style and substance. Testimonials are compelling because they show the customer what she will experience if she uses your product or service.
HighriseHQ’s landing pages are great use cases of these customer testimonials. A key to their successful, high-converting landing pages is that they place testimonials front and center, featuring a picture of the customer alongside a quote.
Now, take a look at one of Zoosk’s landing pages, where most of the copy is testimonials:
Most landing pages that do well have testimonials somewhere on the page, but ConversionXL uses a testimonial as their headline:
Remember, your best conversion writers are your customers. Let them speak for themselves — social proof is a powerful addition to your copywriting and marketing strategy.
2) Emphasize the benefits, not the product/service.
One of the most important lessons I’ve learned in online marketing is that customers don’t really care about your products or services — in other words, they don’t care about the “solution” you’re trying to sell to them. A group of Harvard researchers conducted a study of 1,400 B2B customers in a variety of different fields, and concluded we’ve reached “the end of solution sales.”
Traditionally, …read more
Source:: HubSpot Blog
