Landing Page Copy: The Write Stuff
There’s an expression my dad used to say while I was growing up, usually when talking about my hockey abilities: “You can’t shine a hockey skate.” While I now proudly admit that I can hit a hockey puck (provided there’s not a 16 stone defense man on my tail), he did have a point – no matter how much “fine tuning” you do, if the thing itself is sub-par then no amount of minor adjustments are going to bring it up to speed.
Landing pages are the same way. Despite all the tips and tricks for “effective color schemes” and “conversion-creating layouts”, if the copy on your landing pages sucks then it’s going to be hard to draw a sale / lead. Not to fear, though – listen up close for some of the easiest things you can do to turn your bland copy into something even Shakespeare might not skim.
Keep it relevant. Time after time, companies lose customer after customer because the landing page they arrived at isn’t consistent with the ad they clicked. Think about this from a customer point of view – imagine taking a bite of what you thought was a ham sandwich and tasting ice cream instead. Even though both your ad (the ham) and the landing page (the ice cream) might be tasty individually, if customers are “jostled” from their expectations they may just spit out your food and try a new sandwich all together. Make sure that your landing page copy uses the same words, phrasings, and, if possible, the same fonts as the ad that leads to it.
Keep it short. Hey, so I’ve got this great product here, you’re really gonna like it, no seriously, it’s the perfect thing for you and I know you’ll love it because of all the – see how annoying that is? Your landing page isn’t the time to practice your small talk (you’re already plenty good at that, judging from last night’s date), and for every extra word you draw your customers away from converting and closer to checking their watch. If you can’t make it through your landing page without having to get yourself a snack, it’s probably too long. When in doubt, go for bullet points over paragraphs, and use bolding/colors to highlight the important stuff.
Use “You” statements. As much as you might enjoy using the royal “We”, you’re impressing your potential customers less than you think. Landing pages should be making a direct connection with the visitor, not bragging about your company. Use phrases like “you will be able to…” or “The tool you’ve been looking for!” in order to position yourself as the friendly, likeable company that has all the right products.
When it really comes down to it, you can throw all the “landing page tips” out the window when matched up against quality copy. Since your writing is the primary way you’re going to communicate with your customers, make sure it reflects who you really are, and make sure it’s something that’s not a “snore-fest” when you read it. Best case scenario, have someone outside your office read through your landing pages. If they’re still awake by the end of it, you’re on the right track.