Landing pages require some of the most direct and compelling writing you’ll ever need. The purpose of a landing page may be to drive visitors to sign up for an event, opt into a free trial, download an ebook, buy a product or any number of situations where you provide a valuable offer in exchange for a visitor’s information or some action by them.
Because the goal is to get a visitor to take action, a well-performing landing page’s copy must be persuasive. This is not the time to dash off a quick summary of what you’re offering and slap it next to an online form.
You need to share enough information to convince readers to take action. But you don’t want to risk drowning people in information overload.
Landing page copy needs to be:
- Succinct: Make your heading and subheadings do the heavy lifting; add a bulleted list.
- Clear: This is not the time to be cute or coy. Make it immediately obvious how visitors will benefit or they will leave.
- Compelling: Drive your readers to want your offer.
You’ve got an extremely brief window to capture someone’s interest and compel them to engage with your brand.
Make the most of your opportunity by making exceptional edits to your landing pages. Editing your landing page is about much more than correct spelling and proper punctuation. Here are some specific ways you can make sure you are getting the most mileage out of every word on the page.
Edit #1: Use Positive Framing
You want people who read your copy to experience good feelings. That way, positive emotions are associated with your brand. To do this, make sure you use positive framing when expressing your ideas.
Negative framing portrays ideas as lacking or pessimistic. Positive framing, on the other hand, uses words to create the impression of more favorable conditions.
You get the idea. The words you use greatly influence the perceptions people use to form images in their minds.
Even though it’s an easy concept to grasp, you might be surprised at how often you may be using negative framing in writing. It takes a bit of time and attention to notice, but ensuring you use positive framing will make a real difference in the feel of your brand.
This doesn’t mean you can never discuss anything negative. You’ll often need to address objections or use other persuasive marketing techniques such as:
- Scarcity - making your offer seem limited in availability, or
- Agitate and solve - pointing out the negative situation someone is in so you can show how your offer provides the solution
But the writing that is outside of these types of techniques needs to be positive so it can work to create a favorable impression of your business in readers’ minds.
Edit #2 - Be Specific and Use Concrete Terms
Some. Very. A lot. Many. Fast. Always. Unique. Special. Best.
These words are not to survive the first round of edits. They must be replaced with specific, concrete terms if you have any hope of creating copy that conveys meaning to readers, which is what you need to get them to take action.
You want the reader to be able to envision themselves benefiting from your offer. To do that, you have to provide more than just general, vague information. You have to give them specific information they can use to form images in their minds and flesh out their ideas.
These sentences don't give our imaginations anything to work with:
- We always get back to you right away.
- Many professionals use our software.
- We respond within 24 hours.
- Over 236,000 police officers, firefighters and first responders across the nation use our software.
Autopilot could’ve been mundane and wrote: “Drive revenue quickly by nurturing stale leads.” Instead, they created this specific landing page for their webinar:
Because the copy is much more specific, we get a clearer idea of just how much we could benefit by attending this webinar. Will we make $1 million in a week? No. $500 in a year? No. It’s $30K in less than 2 months. Now, I can more accurately evaluate how much the benefit would mean to me and gauge how much I want to attend the webinar.
Edit #3 - Write the landing page copy in
People care about themselves. A lot. So drop them right in your copy. Using “your” and “you” when you write is direct and personal. It helps make your writing come across natural and conversational rather than
Writing in the second person throughout your landing page copy also keeps you focused on the customer and not yourself.
Which do you prefer?
- Our dedicated drivers deliver pizza quickly!
- You can be eating your hot pizza in 30 minutes!
Check out the excellent landing page example below. Notice how we’ve included “you” or “your” in nearly every sentence - even when it would have made sense without it. We address the reader personally and directly through “you” or “your” 13 times on this page!
Edit #4 - Write the Call-to-Action button in
It seems counterintuitive at first, but it makes more sense when you continue to view your landing page from the reader’s perspective. Writing “start your free 30-day trial” turns it into a situation where the writer is barking instructions to the reader.
But, because it’s the reader who is actually taking the action, “start my free 30-day trial” makes it a personal action
Landing Pages Are Intentional
From the absence of a site menu to the color of its call-to-action button, everything on a landing page is carefully planned and cultivated to drive conversions. The language you use on a landing page should be just as intentional and carefully thought out.
After you’ve crafted the most compelling and persuasive copy you can dream up, take a step back and check to make sure you’ve:
- Used positive framing
Usedspecific and concrete terms
- Addressed the reader directly as “you”
- Written the call-to-action in
Keeping these four easy edits in mind will help you create the exceptional landing page you need to convert visitors into leads and leads into customers.