How to Write an Impactful Landing Page that Converts
Amie Hamling, Owner at The Creative Blog Co.
6 FEBRUARY 2017
Writing for purpose is something that really interests me about online vs. offline content. We see call to actions every day, everywhere we go; whether driving past a billboard on the highway or taking a brochure from someone on the street. Mostly it screams BUY ME, BUY ME, and a lot of the time, we don’t even know it. We’re simply faced with the impact by chance.
I want to show you how to put your impact in front of your dream audience, not by chance, but on purpose.
Unsure of what a landing page even is? That’s absolutely fine, we all start somewhere. A landing page is basically a single webpage landed on by a potential lead; here, you capture their email address using smart digital copywriting + visual strategies. Confused? Don’t worry, I’m going to show you how I write impactful landing pages that convert into email subscribers and sales.
How do you make a landing page?
Great question! This does depend on a whole lot of factors, but I’m going to show you how I do it for my business and for my clients.
As you may well know, I’m an avid WordPress user and if there’s a solution in WP I’m bound to use it outside of a third party product. In many templates you’ll find a Landing Page or Full Width Page already created in Page Attributes. To do this, you simple create a new page and find your template (From Default Template to Full width):
For me, this creates a blank page so I can design the page as I please using Visual Composer and integrate with ConvertKit*. This is not a technical tutorial on building a landing page, instead it’s the words and visuals that move your landing page from stagnant to successful.
How to Write Impactful Copy for High Conversion
1. Be the best version of yourself.
You want it to be immediately obvious that you can solve the visitor’s problem — and better than anyone else. This is where you show the value you or your brand can bring to the table. Why you? What makes you the best in your field? I often say to my clients, fake it to you make it but remain authentic.
What does that mean? Get to know the industry, the niche, or the community that you’re operating in basically, says Moz’s Rand Fishkin.
Like we all do on social media, show your best self or show you value your brand in your copy. Write about you from the heart, you may need an impartial source for this or a professional copywriter to get to the core of why your brand is killer. Listen to your favourite song, imagine you’re in your favourite place or back in your favourite memory, and write with that at the back of your mind.
So now, what’s your ideal audience’s problem? And what can you do (truly) to help them dig deeper and solve it? Show your magical powers.
2. Craft shorter sentences and lists with subtle keywords.
Always keep this in the back of your mind when writing for the web. The way you write needs to flow and rambling on just doesn’t work online. You need to get to the point and FAST! Chances are, most people won’t read what you’re writing word for word. At best, they will skim it so make it count.
A rule of thumb in SEO is to not absolutely jam pack your copy with keywords because Google’s going to know that your content is low quality. You’re not only showing value to your audience, but to Google as well.
I love breaking up big sentences where I need to make a few distinct points into lists, e.g. it will help you:
- Create more appealing and impactful copy.
- Show you’re more than just a pretty face, but a force to be reckoned with.
- Optimize your keywords in a more natural way (hollaaaa landing page optimization).
3. Use language your audience would use.
Don’t try to go in hot with language that your audience is confused by, or doesn’t sound anything like the authentic you.
It’s super weird when you come across a creative entrepreneur with about five different ways they address their audience and they just don’t mesh. For example, you’ll find they go from tribe to pal, buddy to lovely, lovely to honey, honey to homie. Speak to your people consistently.
I find this super easy, because there’s so many ways to speak to someone that I find uncomfortable as they’re just. Not. Me. And that’s totally okay. I’m not comfortable with calling someone babe or honey or darling, I can occasionally call my audience buddy or pal, but even then, a bit colloquial.
My brand is for creatives; so the way I talk to them, is professional — say, in a warehouse creative space — but also super friendly. Let’s grab a drink after work sorta-friendly, not you’re my best friend and I’m going to tell you my deepest secrets and crazy weekend antics.
Why You Need Brand-Specific (But Daring!) Visuals
1. Draw the eyes towards the CTA.
So in my copywriting and design briefs that I give to clients before I start a project, I have a section about CTAs. I often chuckle to myself about some of the answers provided; as it’s clear, that the client isn’t aware what a CTA is. Perhaps it’s on my to explain it better, considering I work with mostly ready-to-launch clients. Let me do my job: A Call to Action (CTA) is your prompt to your audience to DO SOMETHING. It’s exactly what you want them to do.
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You need to make your CTA prominent on the sales page, and many times over (depending on how in-depth your opt-in / product / service is). A few tips for creating that ultimate in your face CTA:
- Put the CTA on the Left or Right of an image with visual space. E.g. a coffee to one side and a blank space of table on the other; your face on one side and a clear background with your text on the Left / Right.
- Remove the navigation toolbar. You don’t need people clicking off your sales page, you want them to stay there. If you do include a link, make it back to your website and to open in a new window.
- Keep your most important visuals (logo / headline / CTA) above the fold. I bet you’ve heard this one before; above the fold is when you land on a page and see everything on that page before scrolling down. It’s the make or break.
2. Big fonts, closer to conversion.
Beyond how effective your copy is, your headline needs to be readable. Steer clear of script fonts and channel your inner diva: make a strong impact with your words. Bold the important parts; write in capitals for clarity. This is key to your landing page optimization; make it easy and compelling for your audience.
3. Less is more.
I was considering buying (another) course the other day. I had heard good things through word of mouth, but when I reached their sales page, it was all over the place. SO. MUCH. TEXT! On average, most people are going to be put off by this because we’re not made of time or money. We need clear and concise information and the promise of more.
A way to get around this is through video. That was the key factor for me in buying Melyssa Griffin’s Blog to Biz Hive. The video testimonials separated her from the rest, broke up the page, and offered intense value that I didn’t have to read and read.
Stuck with your brand-ready website copy?