If you’re using pay-per-click advertising, there’s not much more important than your landing page. And it needs to be that’s less trampoline and more like super glue. That is to say, it needs to avoid bounce (i.e. users clicking away) and keep people on the site, moving through to purchase. As copywriters we’re often asked, how do you do that? Well, there’s no magic wand (sorry). But, like everything, there are some must-haves that will make a big difference.
Any good freelance copywriter knows you’ve got to consider both design and copy, and how they work together. Have a look around at successful competitors; how do their pages look? How simple/complex are they? What are they doing right? How frequent are their calls to action (buttons with where to go next etc.)?
Research is key but the most important thing is to get your offer right and communicate it effectively. Easy for me to say as a professional copywriter, I know. So, here are our top tips, to help avoid common pitfalls and create something that can turn clicks into customers…
Plan your content
Be strategic about what you include – but keep it simple. Use one main message and back it up with a few evidence bullets – these are your reasons to believe. How will you move users through? Is it clear and logical? As with all copywriting, you must be clear on what your product/service is – and who it’s for. Does the user know what to do ‘next’ and feel a sense of urgency? Consider your calls to action; make sure they’re right there after your most persuasive points.
A professional copywriter will always check that everything is in the right order. You should do the same. Consider your hierarchy of information. Are you starting with your main offer? Does the flow of information lead users through the offer? Does it direct them to calls to action?
Check your layout
Look at your page. Is it clean, clear and simple? Whether they’re a London-based copywriter or a copywriter working from Goa, a professional writer always tries to cut page clutter. Confused people aren’t patient, and competitors are just a click away. Does your make it easy and reassure the user that they’ve arrived in the right place? You can do this through consistent branding and echoing a statement/offer from the advert that sent them to the page.
Is yours big and clear? Does it explain the product/service? Does it let the user know how it helps them? Headlines (and images) are the vital attention-grabbing elements of the page. Any creative copywriter will tell you that without a strong headline the rest of the content is irrelevant because people just won’t read it.
Are you reflecting user needs?
Has the copy pinpointed what users need? Your page must mirror what readers want/need. If it’s not doing that, it’s not doing its job. Highlight a user problem and show you can solve it! And once you’ve done that, don’t forget to tell them where to click next.
Questions and answers
As a professional copywriter we always ask whether the copy is answering all the user’s concerns. The landing page must pre-empt any questions the reader has about the product/service. This helps them to feel you know them, understand them and can help. And don’t forget your call to action, once you’ve given your answers.
Is your copy focused on what your product/service does for the user? A good professional writer will talk less about its features and more about how it helps the reader. Think about the practical and emotional benefits, these will sell your offer.
Consider customer objections
What are the reasons people might not buy? Freelance copywriters specialise in putting themselves into their audiences’ shoes. You can do the same. Make sure you address objections in your copy. Your benefits must be powerful enough to overcome them. The persuasiveness of your content plays a big part here.
Much as any freelance copywriter loves words, they also know the value of images. Make sure you use eye-catching images. They should back up your offer and re-enforce your messaging. They must always be relevant. They’re not just there to look nice – although that’s important. Images (and headlines) are the most important attention-grabbing elements on the page.
Ready, steady, TEST!
A/B testing is a great way to check what’s working and what’s less effective. Create two versions of your page and on one, change something you’re not sure about, maybe the main headline, maybe a key image, maybe the information hierarchy. Testing is a powerful, low-cost way of making your page work better.
Apply all of these tips and you’ll be on track for a super-sticky landing page that adds real value to your site.