Your website’s copy is one of the most important parts of your digital marketing strategy. It’s your chance to communicate the benefits of your product or service to your target audience and convince them to take action. But how do you write a landing page copy that converts visitors into customers? Read on!
Know Your Target Audience
Before you start writing landing page copy, it’s important to understand your target audience. Who they are, their pain points and challenges, and what motivates them to take action. By understanding this, you’ll be able to create a copy that speaks directly to their needs and desires.
For example, Monkey Pesa is a CRM software company trusted by over 650 businesses in Europe, Asia, and Africa. They knew that businesses were looking for software that consolidates all their customer relationships in one place and supports the teams that have customer-facing activities. That’s why they highlighted that in their hero text.
You can do the same, as long as you’re sure it speaks to the major reason why your customers want to buy from you. And of course, you can’t know this without understanding who they are in the first place.
Focus on Benefits, not Features
It is good to let customers know about your product’s features, but that’s not what they want to hear; they want to know how it can change their lives better than what they‘re currently using.
So when writing your landing page copy, focus on the benefits of your product or service, not just the features.
For clarity, features are the technical details of your product or service, while benefits are the positive outcomes or solutions that your product or service provides.
For example, let’s say you’re selling a loan service app. Instead of simply listing the features of your product (e.g. user-friendly, easy to download, etc.), focus on the benefits (e.g. convenience to get a loan, transparency in loan interest, quick KYC verification process).
Just like Opay did on their website.
By focusing on the benefits of your product or service, you can help your target audience understand how it can solve their problems and improve their lives and why they should choose you over similar businesses.
Use Social Proof
Social proof is a powerful psychological principle that can help you build trust and credibility and attract customers to use your product or service. Social proof leverages the idea that people are more likely to take action if they see that others have already used your services or products.
Social proof can be customer reviews, success stories, case studies, the impact of your business, and testimonials. These are powerful tools for convincing potential customers that your product or service is worth investing in.
One of the tech companies that has used this technique strategically is Piggyvest.
They highlighted the fact that over 4 million people are using their app to save and invest in their hero section, which is a great way to encourage new sign-ups.
Use Persuasive Words
Ever heard the phrase “Words are powerful”? Yes, it is. The words you use on your website can have a big impact on whether or not visitors decide to take action. Those words are called persuasive words; they can help you convince visitors to either add your product to their cart, request a quote, sign up for a newsletter, or schedule a consultation.
A good example of persuasive words can be the benefits and outcomes of your product or service. Why? Because it gives a positive and solution-oriented impression.
As seen on Treford Africa’s website, they use their key benefit to convince aspiring and practicing marketers to learn with them and acquire the top marketing skills that are in high demand. And you can tell it works by the number of people who have gone through their programs.
Another way to use persuasive language is by creating a sense of urgency. Words like “limited”, “exclusive”, “now”, and percentage discounts make people feel like if they don’t act right away, they’ll be missing out on something huge.
If you’re very familiar with the Nigerian e-commerce market, you know Jumia does this a lot, as you can see on their website.
Use Visuals that Enhance Your Message
Visuals can be a powerful tool for enhancing your message and making your landing page copy more engaging. When used correctly, visuals can help break up the text, highlight important information, and make your website more visually appealing.
One way to use visuals on your website is by including images and videos that showcase your product or service. This can help visitors get a better sense of what you offer and how it can benefit them.
Use Clear CTAs
Calls-to-action (CTAs) are a critical component of landing page copy that converts visitors into customers. A CTA is a prompt that encourages visitors to take a specific action, such as purchasing, signing up for a newsletter, or scheduling a consultation.
When creating CTAs, it’s important to be clear and specific about what action you want visitors to take. Use language that is action-oriented, and make sure the CTA stands out visually on the page.
For example, if you want visitors to sign up for a newsletter, you might include a CTA that says, “Sign up Now”.
Make it Easy to Read
Landing page copy that is difficult to read can be a major turnoff for visitors. To make your copy more engaging and readable, it’s important to use short paragraphs, subheadings, and bullet points.
Using these formatting techniques can help break up text and make it easier for visitors to scan your website and find the information they’re looking for. Additionally, using a clear and easy-to-read font can make a big difference in the readability of your landing page copy.
By implementing the tips I’ve provided, you can create a landing page copy that resonates with your target audience, highlights the benefits of your product or service, and convinces visitors to take action.
Remember to focus on your audience’s pain points and desires, use persuasive language, leverage social proof, and create clear and specific CTAs. By doing so, you can create landing page copy that not only converts visitors into customers but also builds trust and credibility with your target audience.
Have you tried any of these tips? Let me know how it went in the comment section.