Tips On Landing Page Ad Copy
Many business owners I have worked with have no (or simply the slightest) idea how to write a landing page that converts. Instead, they slop together elements that they have seen used in other landing pages – but usually do not put them together in the same way the owner of the successful landing page did.
One major problem is the copy. And that’s fine. Not everyone is going to be an excellent writer and you don’t need to be – never mind a copywriter. But as someone selling a product or trying to build a list, it is important that you know your strengths and weaknesses – and that you either spend the time to overcome them or hire someone else to do it for you.
With copywriting, for instance, it is important to use a mix of compelling sales points with powerful psychological triggers. Most people who create a sales page miss either one or both of those elements.
For instance, they might concentrate so much on building hype that they don’t actually explain what solution they are providing – and for whom they are providing it. If I don’t have a specific problem that your product solves, why would I buy it? I wouldn’t.
Now, if they fail to sprinkle in psychological triggers, such as “scientifically proven,” “guaranteed,” and “shocking,” no one will feel compelled to continue reading, as the benefits will have a low or average perceived value.
Know Who You’re Writing For
Defining your ideal customer is one of the most important activities you could do before marketing your business. If you don’t take the time to figure out who it is you serve it’s going to make it very difficult to create lead capture pages that convert into sales or commissions.
Here’s an analogy to run with. You’re a real estate agent and you want to run ads to first time home buyers.
This is where you roll up your sleeves and get to work.
Here are a series of questions to ask yourself about your future client:
- What does your client see? What do they see that they don’t have but really want? As a first time home buyer, they dream of a new home where they can have family parties and host UFC fights.
- What challenges do they face on a day to day basis?
- Who are they surrounded by on a day to day basis?
- What are future homebuyers hearing about buying a home?
- What does their inner circle telling them?
- What source of information do they respect the most?
- Have they heard someone in their city have the solution they are looking for?
- What’s their “why” to buy a home?
- What’s the bullshit story they are telling themselves to why they are not homeowners?
- What do they gain from taking action?
This is just a list to get you started. I would encourage you to take your time with this and really get into the emotions of your customer.
The work will pay off and translate to your advertisement copy. The more you can tap into the pain points of your audience the more you can connect with them on an emotional level.
Remember, people buy with emotion and from other people they trust.
Create a landing page that flows well
In addition to not understanding who you are speaking to with your ad copy, some sales pages lack coherency and direction. The copy looks amateurish and it doesn’t slowly grind forward, breaking down the visitor’s resistance to the sale – and compelling him or her to buy more and more at each sales point.
Furthermore, if there aren’t multiple calls to action – another form of a psychological trigger – then a potential visitor might never feel compelled enough to input contact information or pull out their credit card to make the purchase.
In addition to careful copywriting, there are other important things you must take into consideration when writing a landing page that converts.
For instance, it is important to build a compelling case for a time-bound offer.
Now, this doesn’t mean you have to invent fake deadlines and constantly revise them each week. This is a good way to guarantee your complete loss of credibility in the shortest amount of time possible.
However, when planning your copy, you will want to make sure that you constantly urge the reader to act immediately by inserting a number of “calls to action,” as I’ve mentioned previously.
You may want to consider using fly-ins or pop-ups to create more urgency – or to make a time-bound offer. Perhaps you can use a countdown to build urgency (i.e., when someone arrives at your landing page, they have five minutes to purchase the product at the lowest price).
Now, if you’re creating a squeeze page, you might want to employ slightly different tactics. Rather than building a compelling case with multiple triggers and calls to action over the course of 1000 words, you may want to simply condense that all into a compelling headline and one paragraph of “benefits.”
For a completely free-to-join squeeze page, you more than likely won’t have a considerable amount of resistance to joining, unless the visitor:
- Doesn’t see any benefits; and
- Suspects that you will sell their email address to spammers.
Both of these problems are relatively easy to overcome. In your headline, simply state the exact benefits they will receive for joining – as always, mixing in psychological triggers.
In your first paragraph of copy, give them a compelling reason to join now or sign up for a phone call (i.e., the price might go up, the list might become private, you’ll get this amazing report).
Now, to overcome the second problems, simply include a short line under your opt-in form that explains that you will not – under any circumstances – spam them or sell or give away their email address and name
You knew it was coming right? Hey if I didn’t offer you services I wouldn’t be doing my job as a business owner. That said, I believe my knowledge and skills are extremely valuable to a business so I feel compelled to ask for an opportunity every chance I get.
If all of this psychological talk about tapping into your customer’s emotions and creating a well-converting landing page sounds way too time-consuming we are offering a do it for your solution.
So if you found this article interesting and helpful and would like to see how we can help make your advertising even better GO HERE.
We will set aside some time to go through your current landing pages and advertising to help you improve or help you plan out a strategy.