In his book What the Dog Saw: And Other Adventures, Malcolm Gladwell wrote, “Good writing does not succeed or fail on the strength of its ability to persuade. It succeeds or fails on the strength of its ability to engage you, to make you think...”
Profound stuff, Mr. Gladwell, and very true when it comes to most kinds of writing. But, might we be so bold as to disagree?
Measuring the success or failure of a piece of writing isn’t so cut and dried. As far as landing page writing goes, good writing does succeed or fail on the strength of its ability to persuade. Actually, when it comes to landing page copy, we’re hard-pressed to think of anything else the writing is supposed to do.
Writing the words that persuade is the major part of why landing copy page is written. Writing copy that persuades visitors to convert on your landing page requires that you give your reader a reason or a “why” they should hit your CTA button. You want to get to “yes.”
It was with this in mind that we decided to develop a series of courses dedicated to writing for landing pages. The further we went into the topic, the more we discovered that if we were going to do this right, we would need to devote more than just a few blog posts on the subject. We also soon observed that there were other topics marketers concern themselves with daily, in need of greater explanation.
From these observations the Instapage Marketing Academy (IMA) was born.
IMA’s goal is to augment the skills marketers, teams, and agencies need, or already rely on, to build better landing page marketing campaigns. And, to be the place where we can share what we’ve learned as the premier landing page creation tool on the market.
IMA’s inaugural class is a five-part video series that concentrates on copywriting for conversion.
Landing Page Copy: The Copywriter’s Toolkit
Episode one focuses on four of the main “tools” professional copywriters rely on to get the conversions they seek. By the end of this lesson, you will know how to effectively rid your landing pages of boring copy, improve your SEO rankings by using words and terms that elevate your position, craft messaging that resonates, properly edit your text, and be introduced to numerous other pointers that will boost your conversion rates.
Landing Page Headlines: You Can’t Afford to Mess This Up
A great headline is like identifying a masterpiece; you know it when you see it. And, just like creating a masterpiece, writing the perfect headline can be equally as difficult. Good news is, a headline is much easier to create than say, the Mona Lisa. In this episode, you’ll learn a few headline writing practices that’ll have you cranking out masterpieces daily.
Landing Page Call to Action: Creativity in an Enclosed Space
Your landing page is pretty much superfluous without a great CTA. And yet, there are so many poorly written CTAs out there that it could make a grown copywriter cry.
By the end of the lesson, you’ll have picked up seven new ways to write CTAs that’ll have you laughing all the way to the conversion bank.
The PAS Formula, There’s No Such Thing As Writer’s Block
For some, getting started on writing body copy is the hardest part of the landing page copy creation process. Usually, it boils down to finding that opening line that will both grab the reader and spur them along so that they’ll want nothing more than to click on your CTA button.
While that may seem like a daunting task, it can be a made a lot easier when you apply the PAS formula. Don’t know what the PAS formula is? By the end of this video you will, and better yet, you’ll know how to use it. You’ll never get stuck writing body copy again.
Landing Page Copy for Maximum Conversion
Brevity is the soul of wit. Concision is the soul of copywriting. This means saying just enough. Train yourself to think and speak less. (Wink.)
You’ve learned about the tools writers use to build out their copy. You’ve examined how writers craft great headlines and CTAs. You’ve even trotted out a new formula designed to assist you in developing the kind of body copy that get people to feel.
In the fifth and final lesson, put what you’ve learned to practice and learn how to do more with less.
Along the way you’ll also pick up on how the tone, timbre, and texture of language triggers reactions — both positive and negative; ways of evaluating copy, and more. Each session will touch on the increasingly revalent issues and trends that garner conversions, leads and/or sales. They also provide writers with a clearer understanding and appreciation of how to write impactful copy that drives consumers and supports their brand, products, and services.
Do yourself a favor and check out the Instapage Marketing Academy and be on the lookout for upcoming courses on other lessons you can use to build your business, such as this supplemental guide landing page copywriting for conversions:
And while you're at it, don’t forget to subscribe to the Instapage YouTube channel.