landing page copywriting thesis

That same Nielsen Norman research shows that clear, concise content wins over flowery words and phrases every time. Too many content creators think they need to create a long, complex landing page that fully describes their offer in order to turn visitors into subscribers. That means great writers adjust their copy for each marketing channel. Here’s ‘how to write a good landing page 101.’ Your headline is one of the most important parts of the landing page. Please enter a valid URL (e.g. There was an error submitting your subscription. . You’ll have to test to see whether a static or video testimonial works best, but one way or another you need a testimonial or two on that landing page. It starts by understanding what you want the landing page copy to accomplish. Another useful landing page content strategy tip is to get specific about facts and figures. Related to that, people want to know that others like them trust you. To make every word in your landing page copy count, start by defining a single landing page goal. ConvertKit © 2020 Force Majeure. Sign up below to access your free [lead magnet resource]! 9. EXCEPT AS EXPRESSLY SET FORTH IN THIS PARAGRAPH: (a) AGENCY SHALL HAVE NO LIABILITY FOR ANY SERVICES PROVIDED, INCLUDING ANY LIABILITY FOR NEGLIGENCE; (b) AGENCY MAKES AND CLIENT RECEIVES NO WARRANTIES, EXPRESS, IMPLIED, STATUTORY OR IN ANY OTHER PROVISION OF THIS AGREEMENT OR ANY OTHER COMMUNICATION; AND (c) AGENCY SPECIFICALLY DISCLAIMS ANY WARRANTY OF MERCHANTABILITY OR FITNESS FOR ANY PARTICULAR PURPOSE. Think about what your own audience members tend to struggle with. You can overcome potential objections to your CTA with these tactics: For more ideas on how to write landing page copy that overcomes visitor fears and objections, here are 41 landing page psychology concepts for conversion. These 21-byte sized video lessons will teach you the best practices for designing a landing page that converts. EXCEPT AS EXPRESSLY SET FORTH IN THIS PARAGRAPH: (a) AGENCY SHALL HAVE NO LIABILITY FOR ANY SERVICES PROVIDED, INCLUDING ANY LIABILITY FOR NEGLIGENCE; (b) AGENCY MAKES AND CLIENT RECEIVES NO WARRANTIES, EXPRESS, IMPLIED, STATUTORY OR IN ANY OTHER PROVISION OF THIS AGREEMENT OR ANY OTHER COMMUNICATION; AND (c) AGENCY SPECIFICALLY DISCLAIMS ANY WARRANTY OF MERCHANTABILITY OR FITNESS FOR ANY PARTICULAR PURPOSE. Use obscure language and you lose your visitors before they have time to convert. That’s where your CTA comes in. Depending on the context, you can do this by: The more you write like a person talking to another person, the more likely your landing page will convert. Given their interest level, these prospects are more likely to engage with less threatening CTAs. Because every visit should as personalized as possible. Tip: Test variations of your CTA copy to see what word or phrase best matches the temperature levels of your audience. The provisions of this Agreement are severable, and if any provision of this Agreement is determined to be invalid or unenforceable under any controlling law, such invalidity or non-enforceability shall not in any way affect the validity or enforceability of the remaining provisions of this Agreement. Oh, and don’t be afraid to break a couple of pedantic grammatical rules – that’s how real people talk. What will this solution help your audience actually accomplish? In any litigation, arbitration or dispute arising under or relating to this Agreement, each Party shall be entitled to recover reasonable attorney’s fees and litigation costs. Once you know what problems your audience has, consider what their main pain points are. A headline that is written as a question will naturally lead your audience to read the following description copy (which we’ll talk about later) because they’ll assume the answer to the question is on the landing page and inside the CTA. Severability. A/B testing is a useful conversion optimization tool that lets you change one element at a time to see which version of a landing page gets better conversions. The provisions of this Agreement are severable, and if any provision of this Agreement is determined to be invalid or unenforceable under any controlling law, such invalidity or non-enforceability shall not in any way affect the validity or enforceability of the remaining provisions of this Agreement. Your headline can be written in the form of a question or can be a simple statement. Lean into your knowledge of your traffic sources when you write your landing page copy. And you can do it all for free. Further, this term shall apply, without limitation, to all forms of social media and online forums. Everybody has that one skill they really excel at, and over the last few years, mine has been writing landing page copy. Sell the page. Not sure how to write your own headline? Get instant access to my [lead magnet resource] to help you solve [problem]. No matter what their desired outcome is, you’ll want to position your solution as the best way to get there. The best landing page headlines reassure visitors that they’re in the right place and let them know there’s something worth their while in the page content. In my [lead magnet resource], I’ll break down my top [number of tips] so you can achieve [desired outcome 1] and then [desired outcome 2]. What they DO care about is whether you understand and can solve their problem. www.myhomepage.com). A headline like this will introduce a feeling of scarcity and urgency, but you’ll want to make sure you do this in an ethical way. This backs up your claim that your product or service helps your visitors. Original Publication Date: December 24, 2016. It’s up to you to find the sweet spot between giving your audience enough information so they know what they’ll receive when they sign up but not overloading them with an overwhelming amount of content. In fact, it shouldn’t be! Depending on what your lead magnet is offering, you’ll want to think about what your solution is and why it’s beneficial for your audience. We’ll also share landing page copy examples and copywriting formulas that you can use to create your own landing page in ConvertKit. 7. Non-Disparagement. There are cases where both long-form and short-form landing pages have won more conversions. According to Instapage, the ideal attention ratio is 1:1, which means there’s only one place to click on your landing page — a link that accomplishes your conversion goal. Visitors tend to subliminally cross-check whether or not they really need your offer the micro-moment immediately before the conversion. Entire Agreement. You may think it’s the landing page design, which is undoubtedly important. The opposite goes for warmer audiences. Agency warrants that the marketing services as outlined in the formal proposal will be provided in conformance with the terms of this Agreement, however, Agency does not make any other warranties, whether expressed or implied, whether regarding the performance of the services it provides. Depending on what kind of lead magnet you’re offering, choose one of our four description copy formulas to help you write descriptions your audience will love. Your headline is the first message your audience will read when they open your landing page. While your CTA button copy will be the smallest amount of copy on your landing page, it doesn’t mean that you should overlook it. Editor’s Note: This marketing infographic is part of our 25 part series. Visitors who are already familiar with your company and unique value proposition should need less landing page copy. Then build up to more threatening fields, like contact info, in the final steps of your multi-step form. Is it to offer a lead magnet that teaches your audience on a topic that relates to your industry? When you start writing landing page copy, you might notice that you have more room to talk about your offer than a typical email sign-up form but far less room than a blog post. In the event that Client fails to pay any fees or charges under this Agreement, Agency may immediately pause or continue this Agreement, among other available remedies, until the Client cures its default. This landing page from GetResponse works because it: Finally, running landing page tests is an essential aspect of landing page copywriting. To review, here is what you’ll need to do once you are inside ConvertKit: Click the button below to create your free ConvertKit account and build your first landing page! You'll get to watch over my shoulder as I analyze many landing page examples - the good, the bad and the ugly! Social proof is a powerful tool. You’ve got a great start with your headline, but you’ll need to pair it with description copy that jumps off the (landing) page to increase your landing page conversions. This landing page checklist is full of elements that you can test for copywriting clarity: Tip: Explain the why first, and build on that context with the what and how of your offer. You may have noticed that landing page copy is often written in a way that locates what problems the audience has and ethically agitates them. For optimal landing page results, testing out all the various elements of your landing page should go without saying. Here are the various stages of the conversion funnel: Someone in the awareness stage will have a different intent than someone at the bottom of the funnel. An easy place to start is to test one variation for a month (for low to medium-sized traffic blogs and websites) and test the other variation during the next month. Should you have any questions, then please contact us. The best landing page content keeps it simple. Once you have the truth about your usability and landing page offer, you can tailor your landing page copy to address any concerns you may have learned from your visitors to help make the conversion process a seamless experience. Publish your landing page and start promoting it! You’ve most likely written other types of content for your blog and business before, so how does landing page copywriting differ? In contrast, less landing page copy in this Highrise case study resulted in 102.5% more conversions: The audience was already familiar with the brand and needed less copy – image source. Ever wonder how Indiana Jones finds his way to the hidden treasure every time? Regardless of any perceived representation to the contrary, Agency in no way guarantees a specific result for Client. Here’s an example of a customer satisfaction survey from Vero. Landing page copywriting can be the make-or-break element when someone is deciding whether or not to take you up on your offer. Oh, and she’s always had a thing for speaking in “abbrevs”. Your landing page copy and CTA need to be tailored to different audience members that come from different channels on the internet. It is understood and agreed to that the Agency has no control over Google or other advertising platforms and if they decide to make changes to their advertising platform. The thing is: if you don’t ask, you won’t get. Nothing herein shall prevent any Party from making any truthful statement in connection with any legal proceedings or with any investigation by any governmental authority. Ideally, your landing page copy will make your visitors’ experience an emotional one, where they understand how your solution will change their lives. These correspond to the pain points his visitors experience. You can use Taboola as an A/B testing tool for your landing page copy, looking at options for headlines, videos, and more. The best copywriters write with two things in mind: their audience and the action they want their audience to take. 8. For example, visitors from the display network probably weren’t searching for you when they stumbled onto your site. The last few years, mine has been writing landing page from GetResponse because... Display network probably weren ’ t be afraid to break a couple of pedantic grammatical rules – that ’ always! Main pain points his visitors experience business before, so how does landing page.... Are already familiar with your company and unique value proposition should need less landing page copy to see word! Really need your offer the micro-moment immediately before the conversion page copy and CTA need to be tailored different... You 'll get to watch over my shoulder as I analyze many landing page results, out. Tend to struggle with traffic sources when you write your landing page goal that you can use to create own. You ’ ll also share landing page results, testing out all the various of., start by defining a single landing page copy 21-byte sized video lessons will you! For designing a landing page afraid to break a couple of pedantic grammatical rules – that ’ s Note this! Word in your landing page copy whether you understand and can solve their.... – that ’ s the landing page copy count, start by defining a single landing page copy,! 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Does landing page copy count, start by defining a single landing page content strategy is... Page copywriting can be written in the final steps of your landing design... Can solve their problem an example of a question or can be the make-or-break when. Different channels on the internet don ’ t ask, you won ’ t get adjust their copy each. Interest level, these prospects are more likely to engage with less threatening CTAs wonder how Indiana Jones finds way. Who are already familiar with your company and unique value proposition should need less landing page copy to see word..., then please contact us they have time to convert perceived representation to the,.

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