5 Copywriting Elements To Test On Your Landing Page
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5 Copywriting Elements To Test On Your Landing Page
Presented By
Black Pearl Matrix
Use these copy elements to boost your landing page performance:
- Flashy Titles
- Explanatory Subtitles
- Reading Anchor Points
- Image Subtitles
- Calls to Action
You can create multiple pages on your website that offer different rich content to your readers. However, none of them will convert satisfactorily if you don’t use copywriting for landing pages.
This set of techniques optimizes SEO and helps you write more persuasively to engage your readers.
The idea is not just to generate a high volume of leads, but to involve them in a network that will nourish each contact with important and timely information.
This is exactly how conversion happens: educating the persona about the importance of your offer and showing how you can help with the services and products offered.
Therefore, some basic elements must be present on these pages. Want to check out the checklist for landing pages? Come on!
1- Flashy Titles
The titles, or H1, of the landing pages are the first step for your strategy to work well. After all, this is the main title of the page and it will most likely be through it that the lead will find the site in search engines. Therefore, an eye-catching headline is important, capturing the persona’s attention right away.
But that's not all, two things need to be clear:
• “What is this?”
• “What can this do for me?”
These two questions must be answered in the titles of your landing pages. The reason is simple: the reader is after something valuable to him, like specific knowledge — like these 100 questions answered about freelancing.
The problem is that, if the headline does not respond to what it proposes, the persona will have to download it to find out what it is about. Well, then you put a roadblock between the problem and the solution, making it even harder to generate leads.
2- Explanatory Subtitles
The subtitle is a complement to the main title, serving to bring the persona and its content even closer. A good example of sub-headlines in copywright are the posts here on the Black Pearl Matrix blog. Let’s give you a moment to upload the text and notice that part with bold letters just before the introduction.
Did you see how we explained in a simple and objective way, complementing the title, what are you finding in this post? This should be the ideal copywriting subheadings for landing pages.
In addition, the sub-headlines are just below the title, one of the main focuses of the page. So it’s a good time to test different messages and understand what converts best.
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3- Reading Anchor Points
Tell the truth, do you ever read what it says on a webpage, even when you’re on your smartphone or tablet? It is with this factor in mind that scanability should be one of the points present in your checklist for landing pages.
Web reading happens differently from what we do in a physical book or magazine. We read dynamically and look for the reading anchor points.
Having scannable text means it’s easy to skim through it and find passages that grab your attention, giving you a basic understanding of what’s being read. That is, if you only read the bolded passages in this post, you will be able to get an idea of what we are talking about, even without understanding it all.
Of course, the full text is better to have a complete understanding of the topic, but during the speed reading you must have been even more interested in reading the full post. Therefore, this is a great copywriting persuasion practice for landing pages.
Here are other elements that improve scannability, in addition to bold snippets:
• Numbered or bullet point lists — like this one right here;
• Illustrative or contextualized images — such as the infographics you find in this article;
• Short excerpts and objective sentences — like our subtitle;
• Standardization of lists — that’s how we did it.
4- Image Subtitles
Putting captions on images is important, do you know why? Naturally, the human eye is attracted to images, colors and movement. So, images end up being the first element seen on your landing page, followed by the title and subtitle.
A good persuasive idea is to take advantage of subtitles to express the value of it, show the relationship with the content or indicate an action that must be performed.
Remember the infographics you noticed in this article? See how they indicated an action for you? Actually two, because the idea was to make you observe one point and then return to another. This will also work with your readers, helping them better engage with your content.
5- Calls to Action
And speaking of action, CTAs could not be missing from our copywriting checklist for landing pages. Call To Actions (CTAs) are real calls to take action, inviting the persona to take the next step in their digital marketing strategy. Well, if the website pages deliver the download of the content you offer, what will your CTA be?
It basically needs to indicate the download of the content you are offering. Also, care with words is important, as this is where persuasion techniques will make the difference in lead generation.
Here are some tips for effective CTAs:
• Use verbs in the imperative, indicating something that must be done;
• Show benefits for the persona, not just the features of the product or service;
• Give a personal touch to the text, making it more authentic;
• Have authority on the subject to be persuasive.
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Copywriting for landing pages not only improves lead generation, it helps convert leads faster and more efficiently. There’s no point in having many visits or a large volume of contacts if they don’t engage in your strategy. Placing the persona at the center of this whole process is the main secret, but in addition, always indicate the next step to be taken by the reader.
Now that you know the fundamental copywriting elements that your landing page needs to have, how about learning how to create perfect copy for your business?
Without further ado, let’s get straight to the point. Check out 5 tips for creating landing page copy that really converts.
6- Tips for Creating Good Copy for Landing Pages
6.1 Determine Your Page Purpose
As a first step, you need to define why your landing page exists. Is the focus to sell products and services online? Or, who knows, encourage the download of rich material (such as an ebook) to generate leads?
6.2 Raise Keywords
Keywords, in addition to being extremely useful for SEO, also help to open your mind when creating copy for the landing page.
After all, they can be included throughout the text, which makes the content consistent with what the user is looking for.
Tip: The Ubersuggest website provides the most searched terms for your audience. It’s simple to use (just enter a basic keyword that defines your business).
6.3 Make the best in the Introduction
The introduction, which comes just below the title/subtitle, is a fundamental part of the landing page copy.
This is because, if it already presents something of value, it can make the user continue reading the text until the end.
It’s nice not to use a very large block of text, so as not to make reading tiring. The more straight to the point, the better!
One idea is to use bullet points to talk about the advantages of your business – and what the person will get if they buy/download what you are offering.
For example:
• Course with 10 complete modules covering international cuisine;
• Details about starter, main course and dessert;
• Pastry secrets for making amazing sweets.
6.4 Develop Copy's Body and Solve Pains
Following the structure of copy for landing pages, we arrive at the development of the text – when it is necessary to deliver what has been promised so far (by title and introduction).
Remember that good copy is the one that solves your user’s pain – that is, an unavoidable need (which he urgently seeks to solve).
In the example of cooking courses, if the person’s main pain is to learn once and for all to work in confectionery, you can use this motto to get their attention.
Seek to use scarcity and authority mental triggers to show that this is an unmissable opportunity – that she should take advantage of here and now!
If you make some rich material available for download, the language can be more explanatory. Thus, it is possible to build a text with a sample of your content (for example: “10 sweets that you will learn to make – and that every bakery customer would want to buy”).
Oh, important! As much as you provide some details in this copy, it’s not supposed to deliver the gold, okay?
6.5 Pay Attention to the Lead Capture Form
The form is a mechanism that captures data from people interested in your business – and choosing the correct fields to include in that part can be decisive for the success of the landing page.
This is because filling up the information form can scare the user (and cause him to leave the page without filling in the data). If you are selling the course and building a list of interested parties, perhaps asking for their name and email is enough.
On the other hand, if the objective is to download rich material and you want to better qualify the leads, it might be interesting to ask for the position, the field of activity, the company you work for, etc.
Anyway, the secret is to put yourself in your client’s shoes. The good thing about internet investments is that they give you time to test strategies – and make changes in a timely manner.
FAQ – Frequently Asked Questions About Copywriting For Landing Pages
1. What is landing page copy?
2. What is the main objective of a landing page?
3. What is the ideal size of a landing page?
4. How to know if my landing page is good?
5. How long does it take to make a landing page?
Conclusion
We’ve just seen five important copy elements for your Landing Pages. But maybe the icing on the cake comes now. Don’t neglect the power of words. Copy is what explains your product, builds your expertise, and convinces people to buy. That is, it is the most important part of any page of your business.
As every product is different, your Copy must be different for each type of offer. A text might work for courses, but not for an eBook. Think about this when offering different materials and products.
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