But uh-oh. It’s not converting. Like in a shady nightclub, people are bouncing left, right, and center.
It’s not that the product is bad. Or that your company isn’t addressing a relevant problem.
It’s just that the copywriting is, well… a little blah.
No matter how much you switch around the phrasing telegram database and reword it — it’s still dull and uninspiring. And to make it worse, if you landed on the page, you secretly know you would bounce too.
The truth is that writing converting copy for landing pages can be a difficult endeavor.
Great results often require both writing talent and rigorous experimentation. Now, the good news: I’m going to share nine simple copywriting principles that will boost your landing page conversions. Keep in mind that most of these principles go beyond landing pages and can be applied elsewhere, for example, in email copywriting!
1. Master the headline
David Ogilvy famously said, “On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
Pretty crazy, huh?
And according to Copyblogger, it’s even more than that, “On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest.” That means you pretty much spend 87.5 cents out of your dollar when you write your headline.
Simply put, you spend most of your marketing budget on your headline. This means your headline must be powerful enough to capture the attention of your target market.
So let me show you three types of great headlines you may want to explore:
a. The big promise
When your audience browses your landing page, it must be immediately clear why they should read on. So, consider revealing the fantastic benefits of your products or the problem your product can solve. Make it crystal clear what the target audience will gain from reading your page.
A good start when writing a big promise is to focus on your unique selling proposition (USP) – this is what sets you apart from the large pool of competitors.
For instance, you may want to promote the fact that your prices are affordable or that your products are of high quality. It could also be an attractive selling point if your product is easy to use.
The brand Casper does a great job sharing a clear benefit-driven headline:
Casper's landing page and heading screenshot that says "Designed for great sleep, awarded for excellence."
Source: Casper
For Casper, the biggest selling point is the superior quality of their mattresses. Just look at those happy faces. Who doesn’t want to feel like that?
Or, if you’re thinking about a Pain-point focused headline, look at Happify:
Screenshot of Happify's landing page with a heading that says "overcome negative thoughts, stress, and life's challenges."
Source: Happify
They decided to go the other way and stress the pain points that readers can avoid— namely mental health issues.
Whether you use a benefit or a pain point, the main goal is to make it obvious why people should invest their time reading the page.
b. The slippery slope
Another type of successful headline is one that draws the reader into the body copy.
As the copywriter Joe Sugarman said, “Your readers should be so compelled to read your copy that they cannot stop reading until they read all of it as if sliding down a slippery slope.”
And the best way to create a slippery slope with your headline is to build curiosity. By building tension and creating a sense of anticipation, we can entice people to read further.
See how CopyHackers utilizes the slippery slope with conversational language.
Screenshot of CopyHackers' landing page that says "Dammit, that should be me."
Source: 10xfreelancer
The line, “Dammit, that should be me,” sparks the readers’ curiosity, so they’re more likely to keep scrolling until they know what the page is about. Before they know it, the reader has read the whole copy, seen the benefits of the product, and is considering trying it out. — a lead is captured!
c. The no-nonsense qualifier
There’s no point wasting your hard-earned money attracting customers with no interest in your product. Once you’ve invested your time and money into getting traffic to your page, it’s vital that you only end up with high-quality leads.
The no-nonsense qualifier addresses your ideal customer specifically. Look at how Nauto qualifies its audience. If you’re worried about Fleet Collisions, this ebook is for you.
