Conversion copywriters — the individuals who write touchdown web page copy that converts readers and delivers gross sales — are fantastic human beings. Their writing pulls in readers, generates conversions, and in the end produces buckets of money.
Would not you prefer to have that ability?
There’s excellent news right here: It’s solely partly ability. The remaining is simply method — method which you could be taught and grasp. You — sure, you! — can unleash the identical wizard-like conversion copy powers, so long as you perceive the strategies which are at play.
You see, conversion may be very a lot a science of the thoughts — how your prospect’s thoughts processes info, makes choices, and decides to transform. On this submit, I am going to describe eight writing strategies which are confirmed to work. After placing your time and sources into producing visitors, right here’s how one can flip visitors into income by creating copy like a conversion professional.
Listed below are the guidelines we’ll cowl:
- Use buyer testimonials
- Emphasize the advantages, not the product/service
- Spend time writing a killer headline
- Hold your writing easy
- Write like a human
- Use numbers and get particular
- Ask for readers to take motion
- A/B check your copy
8 Suggestions for Writing Nice Touchdown Web page Copy
1) Use buyer testimonials.
Some of the highly effective conversion copy strategies isn’t about writing in any respect; it’s about letting glad prospects write your copy for you.
Testimonials produce conversions like nothing else can. It’s unimaginable to put in writing copy pretty much as good as your buyer. Why? As a result of good copy relies on the supply, not simply the fashion and substance. Testimonials are compelling as a result of they present the client what she is going to expertise if she makes use of your services or products.
HighriseHQ’s touchdown pages are nice use circumstances of those buyer 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, sales was predicated on the “solution-selling method.” According to this method, “salespeople are trained to align a solution with an acknowledged customer need and demonstrate why it is better than the competition’s.”
That approach isn’t working anymore for one very simple reason: Customers already know the solution they’re looking for. They are capable of learning virtually anything thanks to the internet and search engines. In fact, not only do customers know the solution, they also know the features they are looking for, the requirements the product must meet, and a benchmark pricing.
If you are pitching only your solution, you’re not giving your customers what they need and want. You need to pitch benefits. It’s okay to mention your solution, because that’s a signal to the customer that he or she is in the right place — but don’t push that solution. Instead, push the benefits.
Let’s look at an example from Unbounce, who successfully emphasizes the benefits of their product on this landing page: “Without IT”; “build a high-converting landing page now”; “we’ve doubled and tripled conversion rates.”
GetACopywriter.com leads with benefits in their landing page, pictured below. Their ideal customers are looking for copywriters, so they simply pitch the benefits of getting a copywriter through their service.
Jaybird, a company selling high-end Bluetooth headsets, uses a landing page that exclusively talks about benefits. There is very little on here about solutions. What sets the Bluebuds apart from everyone else is the benefits.
Benefits trump solutions every time. If you want to take your copywriting to the next level and increase conversion rates, put customer benefits at the forefront of your marketing efforts.
3) Spend time writing a killer headline.
This isn’t the best news you’re going to read all day, but someone needs to say it. People don’t meticulously read your landing page copy. They scan, they skim, and they allow their eyes to flitter across the page, but they don’t (usually) read every word.
So, what’s a copywriter to do? Go find a job where someone actually appreciates our hard work?
No. We adapt to the customer and produce copy that will compel them to convert in spite of their skimming habits. Here’s what customers do pay attention to:
- The headline.
- The subheadline (usually).
- The pictures.
- CTA buttons.
After that, customers may or may not read the following:
- Major section headings.
- Bullet points.
- Short paragraphs.
- Image captions.
That should give you an idea of what to focus on as you write your conversion copy. The most important piece of content is the ten or fifteen words in the headline. Focus on and nail that, and you’ll have come a long way. To help convert the “non-readers,” you should:
- Make your headline big, strong, and clear.
- Use a compelling subheadline that pushes your product’s benefits.
- Show large pictures that demonstrate the benefits of your products and explain your message.
- Use strong copy in your CTA.
- Break your copy up into major sections, led by a headline with large type.
- Use bullet points to discuss benefits of your product. Short bullet points. Not long ones.
- Use short paragraphs, rather than long blocks of text. Any paragraph over five lines long can be hard to digest.
- Use captions on your images.
4) Keep your writing simple.
The best conversion copy you’re going to read will come in the next two words: Be simple.
You may be as good of a writer as Stephen King or J.K. Rowling, but that doesn’t matter so much because literary prowess is useless in conversion copy. Your most powerful writing skill is simplicity. Simplicity sells.
Take Optimizely, for example. They produce some of the most brilliant landing pages ever created for their clients, but take a look at their own landing page:
Is that it? Yes, yes it is. And it’s very effective. Why? Because it’s so incredibly simple. Let’s visit another landing page service — Get Response. Here is their landing page:
Simplicity again. Did whoever wrote those landing pages sit around for hours brainstorming, testing, tweaking, standing in front of a white board with a fistful of colored markers, thumbing through a thesaurus, taking long walks in nature, and meditating on the meaning of life in order to produce such brilliant simplicity?
Nope. They just wrote the simplest, most clear statements they could.
But simplicity doesn’t mean replacing creativity with meaningless buzzwords. ConversionXL created a list of words that marketers should do their best to avoid — these are phrases that you don’t want to use:
- “On-demand marketing software”
- “Integrated solutions”
- “Flexible platform”
- “World leader”
- “Once-in-a-lifetime opportunity”
- “Changing the way X is done”
- “Paradigm shifting”
- “Exceeding customer expectations”
(Click here for even more cliché marketing taglines you should avoid.) Those clichés don’t work anymore — you need to keep it simple. Here are a few tips for keeping your landing page copy simple:
- Use a simple sentence structure.
- Keep sentences short.
- Use short words. Short words are easy to understand and skim.
- Don’t get fancy with your wording.
- Be clear and succinct. Use the most basic words to describe what you’re trying to say.
If you can be simple, you can write great conversion copy.
5) Write like a human.
There’s another technique that will help you crush your competition: Sound like a human being.
At some point, a bunch of copywriters decided it would be great to produce copy that sounded strained and robotic. Who’s writing this stuff? And who’s reading this stuff? I don’t know, but I do know that no one is converting on it.
People prefer to connect with other people, not with robots. That’s why your copy needs to sound like a human wrote it. Here are some specific things you can do to make your writing more personal:
- Write the way you speak.
- Use normal words, like the ones you’d use if you were talking to a ten-year old. For example, why use “convivial” if you can use “friendly?”
- Use short sentences.
- Break grammar rules if the writing still sounds good and natural.
- Be funny.
- Use first person.
- Use expressions you’d use in a normal conversation. “Seriously.” “I’m thinking…,” “Wait a second.” “It was crazy.” “Wow.” “It was pretty awesome.” “It’s like…”
Ramit Sethi, a private finance advisor, entrepreneur, and creator of the well-known weblog “I Will Train You To Be Wealthy,” has with sky-high conversion charges and a strong private fashion. His blogs learn like a private e-mail to a greatest good friend. He doesn’t even thoughts tossing in a phrase or two that he would use if he was hanging together with his buddies. Take a look at this excerpt from one among his weblog posts:
Attempt to get your self away from the concept that you’re writing “copy,” and consider it extra as a dialog. For those who do this, you’ll write higher. You’ll sound like a human. Your conversion charges will go up.
6) Use numbers and get particular.
The extra particular you’re, the extra plausible and persuasive you may be. Which one among these claims is extra persuasive to you?
- “Your conversion charges will explode!”
- “Within the final ninety days, buyer conversions have elevated by a median of 78.2%.”
The second is way extra particular, and subsequently extra plausible. Anybody could make blanket claims about awesomeness, however not everybody can cite statistics and detailed metrics.
Let’s check out an instance. Take a look at this touchdown web page example from TeamGantt. They use a particular quantity to advertise the advantages of their product:
How efficient wouldn’t it be in the event that they claimed to have “thousands and thousands of duties scheduled?” The quantity makes an enormous distinction. Clients need to have particular details about advantages prospects are seeing, they usually need particular examples of what they are going to expertise. Specificity is a strong software.
7) Ask for readers to take motion.
The ultimate killer strategy of a conversion professional is the call-to-action. For those who do not ask for conversions, you will not get them. That’s why I recommend that you just begin with the tip aim in ind — and the entire level of your touchdown web page is that conversion. Your whole copy ought to be constructing as much as that conversion. Do not be shy!
Equally, writing CTA button copy is simply as essential, if no more so, than the remainder of the copy in your web page. Keep in mind, how I discussed that CTA buttons are one of many copy that folks truly learn? It issues. Easy adjustments in wording can create large conversion will increase, like on this instance:
For extra concepts on CTA copy that drives clicks, take a look at these 14 real-life examples of nice CTA copy.
8) A/B check your copy.
An excellent conversion copy author isn’t simply writing — you’ve acquired to be testing, too. How else will you realize what sort of writing converts increased or decrease in your viewers?
There are all types of A/B checks you are able to do on a touchdown web page — pictures, placement, circulate, structure, and many others. Normally, nevertheless, the most important positive aspects come from adjustments within the copy. If you wish to achieve increased and better conversion charges, you’ll must be testing your copy together with the opposite components of your touchdown pages.
Don’t anticipate to hit a homerun in your first at-bat. You’ll succeed by rigorously, methodically, and deliberately testing each variation. Listed below are a number of the issues you’ll be able to check:
- Headline variations
- Subheadline variations
- CTA copy
- Lists of advantages
Check small issues, too, A single phrase change within the headline might make a big impact in your conversion charges. You gained’t know until you check it out. (Do not know the right way to run an A/B check? Click on right here to be taught.)
You should use HubSpot’s free touchdown web page builder to check web page variations in opposition to one another.
Get Began With Writing Touchdown Web page Copy
All in all, boosting conversion charges begins with killer copy. A complete lot relies on the phrases that you just sort together with your keyboard. Fortunately, it’s not some insurmountable job — anybody can learn to do it. With the correct copywriting strategies firmly in place, you’ll be able to obtain increased conversion charges.
What strategies do you employ to put in writing your conversion copy?