Having a copywriter on your team is as important as having developers and designers when you create a landing page.
You spend so much time and effort crafting a landing page for your marketing campaign. Your hopes are high. All you think about are the anticipated big stacks of revenue transferred into your bank account.
Then you launch the campaign, excited to see the money flow. And you keep checking your bank account every minute… only to find out nobody’s taking action and buying.
You ask yourself, ”What did we possibly do wrong?”
Here’s the thing. The landing page in your funnel is what turns your leads into sales. If everything in your marketing campaign is doing great except for the landing page, then all your marketing efforts will not matter. In the end, not enough people are purchasing to balance out your marketing costs to break even.
So, let's start from the top, with why you need a copywriter's help, and what a copywriter can do for your business.
Copywriters are already in the trenches of the business. They know what’s working and how to create a landing page that turn leads into customers.
This is how professional copywriters help your brand to create a landing page that converts:
Target audience research. To create an effective landing page, you need to research your target audience to find out what motivates them to buy.
Structuring a compelling landing page. A professional copywriter knows what proven structures work to raise your odds of closing leads.
Creating irresistible offers. A professional copywriter will help you to strategically introduce your offer on the landing page so it becomes a no-brainer decision for your leads.
SEO research for your landing page. People can still find the landing page through Google when they search for your target keyword. That means more free traffic for you.
Persuasive content. Compelling content on your landing page will substantially
improve your conversion rates. Words are the motivators for people to take action.
Capturing your brand’s voice. A professional copywriter will create a well-built landing page for your brand from your company vision because they're experts in your niche.
Overseeing strategy. A professional copywriter makes sure all the different parts of your funnel works as a cohesive unit.
Savings in money, time, and effort. A landing page with a certain marketing message could generate $10,000. The same landing page with a different but more persuasive and compelling message could generate you $100,000.
Now you know how a copywriter can help when you create a landing page. Wouldn’t it be a great idea to consider hiring a professional copywriter?
For some reason, writing is often thrown into the process of making a landing page at the last minute.
Here’s the big part I don’t want you to miss: Marketing is not just a numbers game. A lot of marketers invest hundreds if not thousands of dollars on building and designing a landing page. But they wouldn’t take the time to look at their marketing message.
You need to ask yourself, “What are we communicating? What message are we trying to get across?"
It’s like painting a beautiful home and decorating the outside but the furniture inside is cheap and unappealing. Not putting enough attention to the marketing message when you create a landing page might cause a low conversion rate. Cool designs, clickable graphics, and templates are not the X-factor when it comes to landing pages.
Words are the X-factor for every great landing page. Words expand the landing page’s full potential to convert leads into sales. A professional copywriter can fulfill that goal for you. At the end of the day, words are what’s going to fill the gap between buying and not buying.
In fact, having a copywriter on your team when you work on any marketing campaign is game-changing. The language of revenue is words, not numbers. Your marketing messages are your conversion machines.
Now, wouldn’t it be helpful to give you the effective elements a professional copywriter uses on every great landing page?
You’ll notice a substantial change when you add these elements on your landing page. You can use these elements as a checklist or a blueprint for your current or next landing page.
Here are 7 elements that a great landing page has:
Why start with headlines?
David Ogilvy, the “Godfather of Advertising”, said this about headlines, “On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
Here are traits of eye-catching headlines:
Implies a personal benefit for the reader.
Simple to understand.
Answers the question, “What’s in it for me?”
Did you know the average attention span of a person is 8 seconds? According to a study from Microsoft Corp, people have a shorter attention span than a goldfish.
What does that have to do with your bullet points when you create a landing page?
You have 8 seconds to grab the attention of the reader and give them a reason to stay. You do that by providing easy-on-the-eyes, benefit-driven bullet points. Those points should be short and captivating.
Bullet points help your reader to consume information faster.
Your landing page must have one goal only, one clear CTA you want your prospect to act on. Everything on the landing page has to be aligned around that goal.
Your CTA can be anything, whether it’s “Start a Free Trial,” “Get Your Discount Coupon,” “Click Here and Buy,” or “Please Fill Out The Form”. Pick one action you want your readers to take and promote only that on your landing page.
Having many too many choices (CTAs) might confuse and overwhelm your readers, leading them not to take any action.
To create a memorable landing page, use the power of images & videos. You might have heard these famous sayings.
"A picture is worth a thousand words."
“A video is worth a thousand pictures."
Including images or videos that convey your marketing message when you create a landing page makes it easier to digest and remember your offer.
Here’s a warning: Don't overdo it. You need to design your landing page in a way to make it easy to navigate and easy to read. You don’t want to overwhelm your visitor with screaming, crowded animations, pictures, or videos. It will look muddy for your visitor and they’ll lose focus of the CTA.
Make sure you use the KISS method (Keep It Simple, Stupid).
Here’s the thing. Only 16% of all landing pages are free of navigation bars.
That means 84% of marketers include a navigation bar when they create a landing page. That’s a big, scary number. By removing the navigation bar, you can increase your conversion rate substantially. Not to mention it’s an easy fix you can do right now.
Remember you don’t want your visitors to leave the page. This will allow your visitors to to solely focus on the content at hand, rather than being distracted by all the different links.
Why would anyone want to distract their visitors? Don't give your visitors any other options besides taking action on your single-focused CTA.
If you optimize your landing page, Google will show you love. It’s a missed opportunity not to make it SEO-friendly when you create a landing page.
You might think once you direct your leads to your landing page your job is done. But what if I told you that you can draw more people in and increase your conversions?
People can still find your landing page through Google organically when they search for your target keyword on your landing page. Chances are they searched for you while looking for a solution and might take action.
Why miss a free opportunity?
It's 2020, so assume your readers might check out the landing pages on their phones. Actually, all your marketing campaign efforts should be fully mobile-friendly.
Consultative agency Impact found that 52% of users said a bad mobile experience made them less likely to engage with a company. Eliminate all excuses for your visitors to not take action.
A professional copywriter will evoke the full potential of your landing page and improve your conversion rate substantially.
Remember, leaving the work to a professional will save you money, time, and effort when you create a landing page. If your marketing campaign is excellent except for this one web page, then your money, time, and marketing efforts will go to waste. You won't be generating revenue to balance out your marketing costs and break even.
To improve your conversion rates, use these 7 elements as a blueprint for your landing pages:
Captivating bullet points.
Single-focused call-to-action (CTA).
Visual content to evoke emotion.
Removal of site navigation bar.
SEO-friendly landing page.
Mobile-friendly landing page.
If you want to maximize your conversion rate for your landing pages, then consider having a dedicated copywriter on your team. Copywriters.com provides professionals who will work step-by-step with you to bring your vision to life. Based on your specific needs, we’ll pair you with a copywriter experienced in your niche.
Learn more about how a professional copywriter can help you with your landing page copy. Get in touch with us today. We’ll be happy to hear from you.
Abdulmalik Ghandoora is a pioneer experienced copywriter through Dan Lok™ Education Inc. He will live and breathe your brand, his role is to help you get consistent ROI-focused copy. He has the skill to influence, and inspire people to take action through well-put-together written words. Abdulmalik is also an SEO content writer. A certified inbound marketer.Hire Abdulmalik