Because if you use your audience’s own language in your headline, it will resonate better with them.
After the headline, you’re likely going to use a subheading.
This is another opportunity to mention the benefits. It’s for people who were compelled by the headline but need some more convincing.
It gives you another chance to keep their attention and draw them closer to your call to action.
4. Create the copy
Good copy sells. You know that. It’s why some companies pay copywriters thousands to put words on a page.
But it’s not as easy as just writing words on a page. They have to mean something to your target customer.
As we mentioned with the headline, if you’re struggling to find words, then utilize the language your prospects use.
Your copy is there as a tool to help you get your point and message across and increase the chance of conversion.
It all begins with finding the sweet spot for the right amount of copy. Write too little and you won’t have enough words to get your point across. But write too much and the page will become overwhelming.
However, just saying “find the sweet spot” doesn’t help you.
In general terms, the amount you write depends on the offer. For things that need a lot of explaining and persuading, you’re going to need more copy.
For things that require the prospect to provide you with more than just their email address, i.e. when they are making a purchase, you are naturally going to need to use additional copy to ensure all the necessary details are there.
When it comes to actually writing your copy, you should mirror your brand’s style.
Keep in mind that it’s not about you. It’s about the customer, so the phrasing you use should be customer-centric and focus on them.
Evernote personalizes their landing page copy by avoiding using words like “we” or “our” and instead opts for words like “your” and “you”:
These words highlight to your prospects that the main reason for this landing page (and your business) is to help them solve their problems.
5. Use visual aids
Like we said, your landing page is only one page, so everything should be there for a reason and have a purpose. The same rule applies to any images or videos you use.
When you’re adding images to your landing page, you should utilize ones that help your visitors visualize their life after they’ve taken your action.
Airbnb is a business that focuses on people. So it makes sense that they should use images of people on their landing page:
They want their users to feel accomplished and happy if they sign up as an Airbnb host, so they include an image of a woman smiling.
For anyone thinking about signing up for the Airbnb platform, seeing an image like this will encourage them it’s a good idea.
Shopify, an e-commerce platform, uses images to show visitors how their shop could look:
You can utilize images to guide your audience towards the call to action.
The images make your offer more human.
Your audience cannot touch or hold your product. Your landing page should make use of images to help them visualize it.
6. Include social proof
When creating a mind-reading landing page, understand that one question your audience will have is, “Do I need this?”
This is true for every landing page.
One way to read their minds is to address their question through the concept of social proof.
People are more inclined to take action if they know other people just like them have taken action and benefited from it.
Using social proof on your landing page provides prospects with another layer of trust. They feel like it’s more likely your product/service will actually do what you say it will because they can see what other people thought about it.
For example, check out what Freshdesk does on their landing page:
Do you have reviews and testimonials for your product you can use on the landing page?
Visitors get to experience how their life could be different from signing up. And they learn that from other people just like them.
7. Utilize a call to action
Your call to action button is important. It’s perhaps the most important element on the page.
If your audience can’t see your button clearly, they’re not going to know what to do.
Each landing page should have a call to action. The call to action is there to guide your user’s attention.
Let’s talk about your call to action button copy.
Your button copy should be action driven and relate to the offer available.
“Download” copy on the call to action is vague, and the visitor might not even remember what it is they’re downloading.
Take a look at the call to action button on Hired. It stands out as the only red button on the page:
Alexa uses the “Try 7 days free” copy, which takes the pressure off the visitor. They don’t have to fully commit to using the service, and won’t be charged if they’re not happy with it:
Both Hired and Alexa use excited copy like “Get started.” Using the word “get” psychologically makes people feel as though they are getting something in return for giving you their details.
8. Measure your results
If you don’t measure the results of your landing page, you have no real way of understanding whether or not it is converting successfully.
Use Google Analytics to measure how many visitors came to your landing page and converted by giving you their data.
When looking at the effectiveness of your landing page, consider your bounce rate.
Your bounce rate is the number of people who landed on your landing page and didn’t convert.
If your bounce rate is low it could mean one of the following things:
You aren’t using the right keywords. Your keywords should be relevant to the audience you want to attract. If not, you will have a bunch of untargeted prospects coming to your site with no interest in what you’re offering.
The design on your landing page is poor. Consider how often the average person spends on your landing page. If it doesn’t follow a logical flow or is too confusing, they’re more than likely going to bounce.
9. Make sure you test
The only way to know if your attempts are working is to run tests.
A/B testing your landing page involves splitting your traffic in half, so half the traffic sees one version of the landing page and the other half sees another.
This way you will be able to make informed decisions about what does and doesn’t work.
You can compare two versions of your landing page and test different elements.
Do you have two headlines you want to use, but you aren’t sure which will work best? Use A/B testing.
Then after you’ve generated enough traffic, you’ll be able to see which led to the highest number of conversions.
With this data, you can continually improve your landing page to ensure it converts the most people.
When testing elements, don’t try and test everything all at once. If you do this, you’ll have no clear idea what you need to change and what you need to keep the same.
Instead, change a few elements at a time and keep the other elements the same as a control variable.
Your landing page has one job, and one job only: To convert.
So why are you not doing everything you can to encourage your visitors to take your desired action?
It all begins with planning.
But the planning begins even before you start thinking about what you will have on your landing page.
If you want it to be successful, you have to read your prospects’ minds.
Essentially, you need to know your customers really well.
Once you know them, you’ll determine what words, images, and reasoning resonate most with them.
And once you start using their own ideas on your landing pages, your conversion rates are going to increase.
But, with everything in marketing, there is no one size fits all.
Follow the best practices listed in this post and develop your understanding of your audience, and you’ll be able to create winning landing pages for all your offers.
What strategies do you use to improve your landing pages?