Landing page copy!
Copywriting is one of the most essential elements of effective online marketing. Copywriting is the art and science of strategically delivering words (whether written or spoken) that get people to take some form of action. Copywriters are some of the highest-paid writers in the world.
It’s one of the most vital elements to creating websites, blogs and landing pages that get visitors interacting with your content.
A question I get a lot is How much copy is too much for your landing page?
There is no real definitive answer to that question. One solution is the amount of copy your landing page has can have a direct impact on your conversion rates.
On the flip side of that too much copy and your visitors won’t bother to read all of it. Too little and they won’t have sufficient information to make an informed decision.
How to craft effective Landing Page copy – with the right information?
This will depend on your offer and will also depend on your traffic source.
The amount of copy depends on how informed your customers are.
Now depending on how far along the buying process they are, and also depending on how well informed your prospect is they will most likely need more copy to make a decision.
Create customer centric copy.
Don’t talk about yourself, your business, or how great you are, nobody cares, they only care about what’s in it for them.
Speak directly to your ideal customer with your landing page copy
Do not sound like a robot just speak to their needs.
First and foremost, make sure your landing page copy answers these three questions:
- Who you are
- What you’re offering
- Why that matters to the visitor
You want to identify and speak to their most pressing problems, challenges, and pain points. You want to highlight the key benefits of your solution that are relevant to their needs and desires.
Example – How to lose weight without having to exercise – the weight lose is what they want – the no exercise is what they hate and want to avoid.
The example above shows the copy is centered around your ideal customer, you are speaking directly to them, to their wants and needs and solving their problem for them.
The amount of information on your landing page will depend on how engaged your visitors already are. It depends on if you have a sales team or a lead qualifying team. It depends on what you’re selling or offering in return for their information.
With all of this in mind you can craft a landing page that is specific to what you are offering and to what your visitor will be looking for.