Writing effective landing page copy that increases conversion rates is a technique every Internet marketer aims to master. We understand that there are hundreds of variations available and that the only way to truly discover what works is to test, test, test. But we must remember that there are a few solid copy principles that hold true regardless of product type or marketing medium.
Here are five quick landing page guidelines for writing better landing page copy from a recent Mequoda Library chapter in the Creating Landing Pages That Sell book by Don Nicholas and Peter A. Schaible.
- Clear language and good grammar are part of good storytelling and so is telling the truth. If you can’t manage to be truthful or spell correctly in your landing page copy, who’s to say you can manage to deliver the benefits you promise in your copy?
- If you sell information products, whether in print or online, you’re in the direct response marketing business. This means that all the old direct response tactics hold true. Write for the reader. Use power words to create excitement and urgency.
- Avoid using jargon and terms not commonly understood by the user. Remember, if you can’t describe your products’ features in easy-to-understand terms, you can’t sell it effectively.
- Good writing is consistent in the use of spelling, abbreviation, terminology, grammar and punctuation. Web copy is no exception. A typo on your landing page could be enough to send your prospect to another site. Break up long copy with sub-headlines.
- Be consistent. Inconsistency confuses readers and makes you look uncertain of what you’re doing. Words drive the brain. And nothing will make a user click away faster than confusion. Good copywriting compels the reader to take action.
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