How To Write A High-Converting Landing Page
Let’s talk about landing pages for a second. Here at Black Diamond Copy Co., we know our way around landing pages because we’ve written hundreds of them. Seriously.
We’ve also noticed that not many people understand how to write a high-converting landing page, or even what a landing page is, for that matter. So we thought we’d enlighten all the business owners out there (and copywriters) so they, like you, can start converting those landing page visitors into paying clients.
What is a landing page?
A landing page is a web page that can exist apart from your main website and is meant to persuade visitors to take a specific action.
Landing pages are simple, to the point, and drive action. The trick to nailing a landing page comes down to the purpose and the action you want customers to take.
For example, landing pages can have many purposes, including offering a freebie, grabbing emails to build your email list, and even being a placeholder while your website is being built out.
Think of a landing page as a distinct and separate page your visitor lands on when they show interest in something (like your freebie or getting on your email list). Because the action is specific, the visitor that’s landed on the page is likely as specific, so make sure you cater your copy so it speaks directly to that one person.
Remember, the goal of your landing page is to convert visitors, and specificity is key to high-converting copy.
We know what you’re thinking…this sounds kind of like an opt-in page or even a super low-ticket sales page. We promise a landing page is very different, and we talk more about the difference between a landing page, an opt-in page, and a sales page right here!
Why landing pages are essential
Unlike your home page or even service pages, your landing page is laser-focused on leading your visitor towards one specific action.
Think about it. Your home page likely has a few CTA’s, including “Learn More About Me,” “Check Out My Services,” and “Listen To The Podcast.” You get the idea. Your service page might be a little more streamlined depending on your offer suite, but you might still have a couple of different CTAs.
Your landing page, on the other hand, has one CTA. You’re guiding your visitor towards a clear direction or end destination –your single CTA. When your visitor clicks that CTA, you’ve just made a ‘conversion’.
Can you take a guess what helps you convert those visitors? The copy on your landing page.
5 tips for writing a high-converting landing page
A high-converting landing page can be a game-changer for your business. When you have proof that your landing page converts, you can start directing paid ads towards it to really start growing your conversion rates. Now, we’ll save paid ads for a different post because, first and foremost, your landing page needs high-conversion copy.
If you aren’t sure where to start on writing conversion-centered copy, here’s a little list of best practices for your next landing page:
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Write a benefit-focused headline.
When crafting a headline –whether on your landing page or any other web page – you must focus on the benefits your offer provides your audience. What results will they get after they’ve worked through your offer?
Remember, a benefit is different than a feature. For example, you’re selling the freedom of working for yourself, not the laptop you need to do the work.
If you need help writing a benefit-focused (and catchy) headline – we’ve got a blog post right here for that!
2. Write compelling copy that connects to your customers.
On a landing page, you’re speaking to a very specific audience. Think of their pain points, the phrases and words they use, and how they would describe the problem you are trying to help them with. Figure out who you are talking to, what they need, and why you are the best person to provide it.
3. Make the lead form easily accessible (and fun)
Don’t ask loads of questions if you have a lead form. Get enough information from your visitor to set your marketing systems up for success, but let your email segmentations and tags do the deep dive into their needs and desires once they get on your list.
If it fits with your brand and brand voice, don’t be afraid to throw in a fun question to spruce things up!
4. Have a clear and creative call to action
Make your single CTA clear, creative, and exciting! Your visitors are making a decision to enter your business realm (aka email list), and they’ll be more excited about it if you make the entire experience fun and creative!
Don’t just use boring copy on your CTA like, “Sign Up Now.” Try something more memorable like “Become The Queen Of Dubsado” or “Give Me The Goodies, Becca!”
5. Ditch the navigation
Remember how we mentioned that your landing page should have just one CTA? Well, this means eliminating any other link that might show up on your landing page –including your navigation menu!
You’re setting your landing page up for subpar performance if there is anything else besides the CTA button that your visitor can click. We don’t want that to happen!
The point of a landing page is to convert. So when you eliminate any distractions (including your navigation menu), you’re setting your landing page up for more conversation success.
Make sure your CTA is the only button or link they can click. If your visitor truly wants off your landing page, they know where the browser “back” button is.
An Example of High-Converting Landing Page Copy
We love this landing page we wrote for Made With Lemons. It’s a page dedicated solely to directing readers to sign up for Livia’s FREE Masterclass.
For the full Landing Page site, click here.
You’ll notice on the Made With Lemons landing page that there is a 1) benefit-focused headline, 2) compelling copy that touches on pain points, 3) the lead form asks 3 simple questions, 4) a creative CTA, “Save My Free Seat!”, and 5) no navigation menu –or any other link on the page beside the CTA.
Your customers have probably seen TONS of landing pages, so having a fun and engaging landing page is essential to stand out from the crowd. Add personality and pizzaz on your landing page!
By implementing tThese copy tips, your landing page should be off to a great start! Not sure where to begin or if you even want to write your copy – reach out! We can help build out a landing page AND write the copy for you!
