There’s a big difference between someone visiting your brick and mortar store location and someone visiting your landing page.
In a store, salespeople help visitors find what they’re looking for or answer any questions that customers may have.
Your landing page doesn’t have that luxury.
It does, however, include language that forms the copywriting clone of a salesperson. And the better your landing page copywriting, the better your chance of conversion.
That’s why we at KlientBoost have partnered with Instapage to give you our best landing page copywriting advice that we’ve found work well for our 70+ clients.
This is our gifographic blueprint:
Focus on one goal only
You already know that your landing page shouldn’t have conflicting call-to-action buttons. And if you do include multiple buttons, make sure they cooperate with each other. Meaning, they all have the same goal in mind (e.g. register for webinar, download white paper, purchase, etc.).
As a golden rule of thumb, if your copy doesn’t reinforce the CTA’s goal, then it’s probably better left out.
“...work backward from your button, writing ONLY copy that will convince people to click that button. Nothing else makes it on the page. Nothing.“
Even your testimonials are at the mercy of this advice.
If they don’t help answer the FAQs of your visitor’s or strengthens your CTA, then you’ll most likely get higher conversion rates if you remove them.
If you don’t answer objections or FAQs, then you’re left with visitors who have too much friction built up who may convert but will likely bounce.
Different traffic sources equals different results
If there’s one thing that continually shocks me, it’s advertisers who expect all paid search channels and campaigns to work flawlessly with the same landing page CTA.
I gave an entire speech at Elite Camp in Estonia around PPC traffic temperatures and how they impact landing pages and the copywriting that goes with them. (To view the presentation slides, go here.)
In the speech, I showed how different paid search traffic from search, social, display, or video should be handled differently. Specifically, the entire landing page CTA should match the temperature of the visitor. This means your landing page that receives search traffic, could convert very well with copy that supports a high ask/high threat CTA – like “Get Your Free Consultation.”
However, if you try to replicate the same landing page with identical copy/CTA for display traffic (that can be much colder in nature), then you’ll struggle to get conversions and think that direct display advertising doesn’t work for you.
Instead, consider matching your landing page CTA with the traffic source that landing page is receiving. Then, craft landing page copy that supports that specific CTA.
Most importantly: Don’t simply take the same copywriting sections and use them for your different CTA-specific landing pages. Adjust the copy to focus in on that specific CTA.
Familiarity dictates length
It’s one of the most frequently asked questions when creating your landing page: “How much copy should I include?”
We’ve wondered the same thing and decided on two pieces of advice that have continually worked well for us:
The more familiar a visitor is with your brand, the less important landing page copywriting becomes. This is especially true for branded searches.
It’s easier to convert people from colder traffic sources by changing the CTA. It’s harder to try to get them to convert on the same CTA, even if you increase the length of your landing page with more copy.
From our own research and blog post, we learned from clients that:
“The bigger the offer, the longer the landing page.
The smaller the offer, the shorter the landing page.”
But let’s take a closer look at some analytics that confirm our findings. As Building Blocks states:
“The average session duration for desktop users is 150 seconds.
For mobile, the duration falls to 72 seconds.”
In addition to that, Fahad Muhammad elaborates:
“It’s the copy that takes up the most room and explains the offer in detail before asking visitors to complete a form — so that there are no unanswered questions in their mind.”
So as you go back and analyze your landing pages, are you dividing them up according to traffic sources? Are you able to use the PPC traffic temperature scale to determine how much is necessary for colder traffic?
The anxiety & objection shrinker
Remember how people have told you to reduce the amount of form fields for higher conversion rates?
I’m gonna tell you something different.
If you continue reducing your form fields, what are you likely left with?
- Phone Number
These are the most threatening fields that a visitor would rather not fill out.
When it comes to landing pages (and from our own testing at KlientBoost), all visitors hope to get an answer to their question while remaining anonymous. This allows them to review your competitors and compare your quote, offer, deal, etc. without having to talk to 27 different salespeople who won’t stop calling them.
So how do you shrink that anxiety while still getting them to convert?
The answer lies in a multi-step form with a specific order of form fields.
By splitting up your form in two steps, ask questions that get them to take the first conversion step, and then ask for their name, email, and phone number during the second step. Doing it this way is less intimidating, and likely won’t scare prospects into bouncing, especially if it’s their first encounter with your brand and landing page.
Since you’ve asked questions on the first landing page step that are easy to answer and allows the visitor to stay anonymous, your chances of getting them to convert are much higher.
This also falls in line with what Robert Cialdini states:
But don’t just take my word for it. Look at these three different lead gen verticals (automotive, education, and watches) who all take advantage of multi-step landing pages:
But what does this have to do with landing page copywriting?
We’ve found that the questions you ask, the landing page form headline you use, along with your call-to-action copy, have some of the highest conversion rate influences we’ve ever seen. (Of course, form length is one of best landing page elements to A/B test so please don’t take the above examples as hard and fast rules.)
The all knowing feedback loop
When you use landing pages to generate leads, there’s one resource you’re probably neglecting: your sales team and they’re a treasure trove of conversion research.
Because they get all the questions your landing page didn’t answer for visitors.
Your visitor’s frequently asked questions are often amazing objection blockers that you should highlight within your landing page copywriting. Not only can those questions and answers improve your conversion rates; they can also improve your click through rates within your paid search ads.
It’s time to improve your landing page copywriting
I hope the gifographic and added context helps you focus on some key areas to improve your landing page copywriting. Take a look at your landing pages… do they follow the suggestions above?
Which copywriting tests have you performed that gave you some surprising results?
About the author
Johnathan Dane is an international speaker and the founder of KlientBoost, a no-nonsense, creative, kick-ass AdWords and landing page agency that hustles for results and ROI. If you liked this article, you should see what he’s writing on their company blog.