So you’ve got your leads to your website landing page. They’ve responded to the digital marketing that you’ve planned out for them, and now is the moment it should pay off. Then something terrible happens. They simply turn around and leave. It’s called landing page abandonment.
How did you get here?
Ok, so maybe landing page abandonment isn’t quite as dramatic, it’s crucial to figure out how to keep your leads captivated enough with your landing page to convert. Let’s look at some ways that your landing page copy can take your conversions to the next level.
One Offer
Unfortunately, circus mentality shows up onto a lot of landing page copy these days. The idea is to cram in as many attractive offers as possible, in hopes that they will dazzle a lead into a conversion. But more often than not, this strategy backfires. Did you know that landing pages with multiple offers get 266% fewer leads than single offer pages? Find out more here
It’s very eye-opening. When writing landing page copy, avoid the temptation to include more than a single offer. One clear, concise offer keeps your reader focused and interested.
Be Short
The average reader only spends 37 seconds reading an article or blog post. For a landing page, it’s probably a third of that. Hey Steve Jobs!, people don’t have time to read your latest work of poetry on a landing page. In fact, many of you are probably skimming this blog right now because they're pressed for time.
As digital marketers we should empathize with this sad reality when we write our own landing page copy. One way to make sure that your reader will get the point quickly is to make sure your headline clearly delivers the message. If your lead can’t figure out what your landing page has to say in a few seconds, then you’ll need to rethink your copy strategy.
Effective Calls to Action (CTA)
To get more leads to convert, you’ll need a kick-ass call-to-action.
Here are some best practices for crafting clear and effective CTAs:
1. Use first person.
Generally, speaking, using the first person in a CTA is more likely to convert.
2. Create a sense of urgency.
Encouraging your lead to act right away helps strengthen your CTA. Here are some examples:
“Offer ends soon – sign up today!”
“Download now”
“Create my account now”
These simple tips will help push your CTA to the next level, and your conversions will follow suit.
Signup Form
This idea of the simple signup form is reinforced by an age-old piece of advice: K.I.S.S., or “Keep It Simple, Stupid. And it definitely applies to landing page forms.
Think about it – if your lead is considering converting, why not make it as easy as possible? The instructions and explanations should be crystal clear. Sadly, there are lots of elaborate and complicated forms out there that unwittingly push conversions away. But taking the step to simplify your form can have a huge impact.
Our company (The Pauer Company) using Sharpspring marketing automation, found that its conversions increased by 120% after it reduced its form. Don’t let your form be the deal breaker. Create intuitive and simple forms, and you’ll reap the benefits.
Dynamic Content
So writing successful copy is all well and good, but what if you could take it one step further? What if you could write a landing page that resonated personally with each reader?
People want to hear messaging that is relevant to them. Good news: You’re able to meet this demand with dynamic landing page content. You can build a single page that resonates with multiple audiences based on who they are, what they like, and their behaviors. Address them by name, and provide content based on past page visits/downloads so you know it’s on target. Start engaging your visitors with content written just for them. Find out more here.
Now Go Get Started on That Landing Page Content…
You now have all that you need to write some killer landing page copy. Remember, you’re writing to serve the reader, so make certain that you mold copy that communicates value, simplicity and relevance. Do that, and you’ll see those conversions skyrocket!!
Key Takeaways
Use descriptive content and keep headlines simple.
Write clear and effective calls to action
Make your forms short and easy to fill out
Use dynamic content to engage your readers
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