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Okay, so what’s the deal? Right when you think you have this whole “landing page copywriting” thing down, you realize, maybe you don’t.
That’s okay, it can happen to the best of us.
You don’t need to have a throbbing, creative brain that skips around, holding hands with a wordsmith, to have success with landing page copywriting.
Sure, it helps, but if you pay attention to the essentials behind great copy, even the most creative-less writer will be able to swim in a bigger pool of conversions.
It isn’t enough to just have an amazing product anymore. That old saying, “a product will sell itself,” is prehistoric, and if you’re still listening to that, you might want to spend a little extra time on this part.
This doesn’t mean go demographics-deep and call it quits. You want the background noise.
Where are they from? How do they talk? What’s going on in their minds? In their lives? Why are they here? What do they need? Think, intimacy.
These are going to be your points of persuasion, what your entire landing page copy will be catered to and centered around.
Man Packs does an excellent job in knowing their customer beyond the basics and it shows in their relevant, engaging, and persuasive copy.
When too much emphasis is given to one part of your copy, neglect starts to happen across the rest of your copy.
It’s easy to get caught up in your headline — I mean, it’s the first thing that persuades your visitor to stay.
Did you like how I just did that?
Your headline is the first thing that persuades your visitor to stay, not the only thing.
I’m not sure who’s responsible for spreading the rumor that a headline is a “fix all” to better conversion but, spoiler alert, it’s not.
Having a good headline is important, yes, but having only a good headline will get you in trouble.
There is no “I” in team.
Let’s take a look at Maple’s landing page optimization copy.
*Avoid TMI (too much Information) syndrome, know your needs — long copy vs. short copy?
Notice how the button came first and the headline came last?
The button is the goal, your call-to-action. By starting with the goal, the whole team has a direction.
As long as the copy team picks up on that, conversions will be good.
Message Match — A promise made by your ad copy, kept by your headline copy, and supported by your subhead copy.
Let’s bring back our two points from above:
Now take a look at a couple examples to see what a good message match and a poor message match might look like.
I came across this PPC ad from GigMasters after searching for ways to plan an office party.
Let’s check out their landing page…
Their headline copy is an exact message match to their PPC ad copy, reassuring us that we’ve come to the right place — a landing page of their word.
Here is another PPC copywriting example that I came across during my party planning search…
Let’s jump to their landing page…
Where did the team of experts go? Where are the plans for an unforgettable party?
With expectations high, this landing page copywriting brings in the yawns compared to the promises of their PPC ad copywriting.
This is an example of a poor message match.
Who hasn’t been persuaded by a good review or a few thousand likes?
Since we’ve all been lead by the crowd at one point or another, it should be pretty easy to understand the impact social proof can have on conversions.
When a visitor lands on your page, they come guarded with doubts and worries.
Does this really work?
Is this just another cheap alternative?
Can I trust that they’ll deliver the quality that’s described?
And, if I have a problem, will they be there to help fix it?
They want to know that they can trust who you are and what you say.
Having viewable testimonials, ratings, press coverage, etc., can cater to these concerns and eliminate the battle in their mind — immediately establishing a level of trust between them and you.
Nothing is more effective at this than customer testimonials — their personal blood, sweat, and tears, poured into your copy.
According to a study by Ipsos Open Thinking Exchange (OTX), 78% of Americans report that online reviews help them decide whether they should purchase a product or not.
Let’s take a look at Nestpick’s landing page, a website that helps you relocate, find, and rent a place to live, before you even get there.
Can I trust this? Is this safe? Will this actually make my move easier or cause me more grief?
And, notice their testimonials?
They don’t pick just any testimonials, they pick testimonials that will cater to these customer fears, doubts, concerns, and hesitations — eliminating that “battle of the mind” we talked about a few lines up.
Sidenote: notice that orange bar in the bottom, right-hand corner?
That’s a chat bar and that, too, introduces another level of trust.
I might have no intention of ever using that, but the fact that it’s there, tells me that they care and it instills a sense of comfort.
Long story short, there is no copy that you can write, yourself, that will outshine and speak like the copy from your smiling customers — get it, show it, own it.
What does that mean?
Unbounce and ContentVerve came together and ran an A/B split test for one of Unbounce’s PPC landing pages — proving the power of copy change, both big and small.
For three weeks, they tested a one-word CTA copy change.
A 90% increase in the click through rate to their payment page.
Don’t believe me? Take a look…
And, they would’ve never known the power behind that one-word change, had they not ran an A/B split test, revealing the data.
Fortunately, this change worked for them — but, don’t get caught up thinking every change will.
This is the value behind constant and consistent A/B testing — it can help you and it can save you — keeping you from making a change that will cause a devastating hit to your conversion rate.
If one copywriting word can influence a 90% jump, how much more should you be A/B testing all of your copy changes?
Even the landing page copy king has to revisit ground zero to keep his landing pages converting.
In knowing these essentials, you know the key to constantly awesome, landing page copy.
Tuck them away and, when you need them, bring them out to play.
If you have the copywriting down, you might want to move on to design…
P.S. If you took home something new, or just enjoyed the read, make sure to share.
When it comes to PPC, the first person I turn to is Johnathan Dane. He and his team cut through the bullshit and get straight to the point with the goal of making you more money. Work with him."