Does landing page copy even matter? Actually, research indicates that it really does. Kissmetrics has found that rewriting landingpage copy to enhance relevance and improve the value proposition results in 99.4% higher lead generation. In the words of lead capture expert Michael Lykke Aagaard,
“Confusion is one of the great conversion killers.”
The more your prospects have to try and extrapolate the value of your offer from the text on your landing page, the more likely it is they’ll get distracted, change their minds or simply fail to act.
Here are 7 key steps you should adopt to kick your lead generation into high gear:
1. Be Active
Would you download something from a landing page that bragged about how the company’s clients had seen success? Possibly, but you’d be much more likely to convert if it was clear you’d be able to apply the wisdom of the content offering to your own business or career. Verbs are your best friend, so use them liberally. Will your content offer help your prospects “drive revenue” or “capture leads”? Say so!
According to HubSpot blogger Corey Eridon,
“Landing pages are particularly susceptible to what’s known as the blink test…if within 3 seconds, a site visitor can’t glean exactly what they can do on that page, they hit the back button.”
2. Be Valuable
The last thing you want is a prospect to read your landing page and say “so what?” Your headline should lead into your value proposition. Saying something like “In this Checklist you will Learn How to” is a great way to set up value, which you can explain in bullet-pointed list for maximum impact.
3. Write Like a Prospect
What terms are your prospects using to reach your website? Are your buyer personas 50 year-old CPAs who prefer formal language and serious case studies, or are they 20-something professionals with a penchant for zombie analogies? Figure out the terminology and pain points that are leading people to your website in the first place, and tailor your copy for maximum relevance.
4. Cut the Fluff
Have you ever seen the way most people approach a web page? It’s known to user experience experts as the F pattern – the eye tends to scan copy in a pattern that resembles the letter “F.” You can’t afford to decrease your lead generation with a wall of text or excessively fluffy language, so write clear, concise and value-driven language. Aagaard recommends that you approach the editing process with the question
“is there anything I can leave out?”
The most effective landing pages are carefully formatted for maximum impact. Use a bold headline, subheaders and bullet points or numbered lists to increase the chances prospects will read the text and convert. Your text should be entirely above the fold, which means that no scrolling is required.
6. Leave Room for Design
White space, the idea of leaving room around text and images on a web page, is an effective way to improve the look and feel of your website. White space matters on landing pages, too, so ensure you haven’t written too much content for images and a form. Increasing white space on landing pages has improved conversions over 9%.
7. Write a Sparing Form
Here’s a not-so-little secret: your prospects hate filling out long forms, and they definitely don’t want to give you their age, address or social security number. Keep your landing page forms short and sweet, and ask for the bare minimum: name and email address.