You’ve done your keyword research, set your bids, and created what you think to be a profitable campaign. Yet, as with all good online marketers, you know that at the heart of every good PPC campaign is the landing page. Most of the time, if you do everything else right, but the landing page was schlepped together, odds are your conversions are suffering. Which is a shame, because the landing page is your last chance to reel in all those stray consumers with your tasty and savvy words.
The fact that you’ve even come here suggests one of two things: A. You have haphazardly created your landing page copy and although you are getting clicks on your ads, you rarely get conversions. OR B. You’ve done everything right up until this point and currently, you are staring at a blank page, the cursor is blinking at you, and you don’t know what to write.
Whatever the case, you are not alone. For one reason or another, you are here with a handful of other marketers trying to create a landing page that converts. But in reality, landing pages don’t have to be such a hassle; actually they can be relatively painless.
Follow these simple steps while writing your landing page copy and you may end up with the results you’ve been looking for:
1. Write Lip-Smacking Money Makin’ Headlines
I mention this first, because this is probably the most important aspect of a good landing page- so pay attention. The headline is your first chance to prove to your visitors that you are providing what you’ve promised in your Ad copy. Think of it this way, would you have kept reading this post if it wasn’t about writing effective landing page copy? Probably not. The same goes for your headlines. A visitor is unlikely to stick around if the destination they’re looking for isn’t effectively conveyed immediately. My best recommendation is to match the language of your ad copy as closely as possible with that of your headline.
Note: If this is all too stressful and you are buckling under the pressure of what exactly to write for your money makin’ headline then, try split-testing different headlines to see which works best for you.
2. Conveying the benefits- not the features
While features of your product(s) or service are great, I’m sorry to say, they’re boring and the least bit compelling. If you don’t know the difference, now is the time to learn. Features are the specs, the details, the nuts and bolts of your product or service, while the benefits explain the usefulness of those features. A good rule of thumb is to think like the consumer, “How will this product/service make my life easier or better.”
Let me elaborate, suppose you are selling a digital SLR camera and it has the following features:
- 5 focusing modes
- 1/4000 to 1/60 sec shutter speed
- Weighs 18 oz
While these are important and factual aspects of the camera, these features do not communicate to the consumer why they are valuable or how they could be helpful.
To clearly convey the benefits of these features you might say:
- Five different focusing modes allow you to shoot various sceneries, while adapting to your surroundings easily.
- With shutter speeds ranging from 1/4000 to 1/60 sec. you have the ability to control the light that enters your camera.
- At 18 oz., this lightweight camera makes it easy to travel with.
3. Don’t be so vain- Write in second person
This step goes along with the second step- no prospective buyer cares to hear about you, your company and how great you are. Write in second person- you and your- to clearly communicate the benefits of your products or service. All this takes is switching some wording around to project the awesomeness of your company, product or service to your prospective customer.
4. Use An Obvious & Concise Call-To-Action
Whether the desired action is for the visitor to fill out a contact form, download an eBook or schedule an appointment, this needs to be clearly conveyed with your CTA. If the objective is to get the visitor to fill out the contact form, then the CTA should say, “Fill out our contact form.” In addition, ensure that the primary action you’ve promised to the visitors in the ad- i.e. “Call for a free quote,” is carried throughout the entire acquisition to the landing page. Consistency is key.
5. Assume Nothing. Assess Everything
Use the tools that you have been given. Those nifty numbers and outputs are built to be utilized as part of your analyzing process, so take advantage of your resources. Test and analyze all aspects of your landing page, then put it to use, and test it again, and again.
Image courtesy of Leadformix.com