You're staring at a blank page. You and your team want the best content for your landing page. It must engage. It must convert. It must really stand out. But most of all, it must resonate with your audience. So, where do you begin? Here's a tip: The best copy on landing pages reads like a customer wrote it. "This pain relief cream made my shoulder pain disappear. I slept like a baby!' is your customer writing your landing page headline. It will work much better than, "Try our quick, effective pain relief cream—buy now for 10% off".
How Do You Find Out What Your Customers Are Saying?
You interact with your customers all the time. You just need to gather the data that they're providing you. Here are a few ways to do that:
- Surveys - on your "thank you' page or in an email after they've received their product
- Customer reviews - social media, Google, industry-specific pages, etc.
- Interviews or phone calls with customers
Ask open-ended questions to garner information instead of asking yes-no questions. Go deep into their decisions, if you can, asking things like, "was there a time when you didn't know what to expect from us?' or "what made you go with our company?' Whether you call or get surveys back, you can learn a lot in just a few minutes.
Crafting Effective Landing Pages
Once you know what people are saying about you, you can create a landing page that converts, using their voice. Here are some tips to write landing pages:
Have One Goal for the Page
Landing pages are designed to get the user to do something, maybe buy something, get a free product in order to get their email address, or sign up for a newsletter. Determine what you want the reader to do. Write copy to that end.
Create an Outline
Even a rough outline of how you want to organize your landing page will help you write more effective content. With an outline, you won't forget key points and won't replicate material. Good landing page copy is organized and professional to make it easy for customers to read and engage with. Here's a simple checklist:
- A compelling headline
- Illustrate the problem - the customer's pain point
- How does your product or service help?
- Your offer
- Why you can help the customer - your brand, credentials, or history
- Call to action - what you want the customer to do
- FAQs/ Overcoming objections
- Social proof - testimonials, case studies, reviews, etc.
- Second call to action – again, what step the customer should take
Merge Your Research with Your Outline
Here's where you take your customer's words and phrases and use them on your landing page. You may be able to use the statements as-is, or you may need to rewrite them a little. With a landing page, you can write sales copy much like a letter. Pretend you're writing to a single person in your target audience. Empathize and show them how to get from their problem to a solution. You don't want your message to sound forced or fake.
Analyze Your Landing Pages
Use your analytical tools to get a feel for how well your landing pages work. You may need to tweak the copy to get better results. The landing page is typically the first page a customer interacts with. If your landing pages aren't doing their job, you're missing out on customers and could be hurting your SEO strategy.
Don't Hesitate to Outsource Your Content Creation
Keeping up with landing pages, content and all the details of a website doesn't have to be a hassle. Talk to the MintCopy team about SEO strategies, content creation and digital marketing, so you can focus on your business.