1. ADDRESS YOUR AUDIENCE
Address your audience as though you personally know them at the beginning of your landing page.
This technique shows your audience that you’re talking to them and gets people to instantly relate to you and your message.
Growth marketing agency King Kong does this perfectly with their landing page sales letter:
Your address has to be specific to your audience. You can also say something like:
- “Calling all fitness fans”
- “Dear Financial Planners”
- “Attention Londoners”
Addressing your audience gets people to raise their hand in a crowded sea of people and helps them to think, “Yeah that’s me they’re talking to!”.
You’re setting up your content to be very specific and personal to your particular audience – rather than some generic sales tactic.
2. CAPTURE THEIR ATTENTION WITH YOUR HEADLINE
A headline should highlight the pains, fears, hopes and dreams of your target audience, adding an element of intrigue. It should pique their curiosity and help them understand what the landing page will be about.
A headline is structured something like this:
Eg The Little-Known Secret To ___________________That ____________________ Don’t Want You To Know
Some say the headline is the most important element of your landing page copy because this initially captures your audience’s attention and compels them to read on. Without it, you have no audience. 90% of people who read your headline also read your call-to-action copy.
If the headline is a good one, it is a relatively simple matter to write the copy.
Startup advisors Foundr do a great job catching attention with their well-designed course landing pages.
There’s no way you can miss the message that their entrepreneur training courses will help you earn millions of dollars. Their headline contains the seeds of a dramatic story:
Combining the elements of storytelling, hard numbers and a dramatic time frame combine to form a very intriguing headline.
Here’s another amazing headline example for a freelance copywriter course from entrepreneur Raghav Haran:
And from entrepreneur Michael Hyatt:
PRO TIP: Write out 10-20 potential headlines and then cut it down to six. Test different headlines to see which works best.
3. CREATE IRRESISTIBLE INTRIGUE
Next come your subheadings and list of bullet points after the heading. The subheading adds extra detail to your headline, andthe bullet points highlight the benefits of your offer.
Try to make your language pop with powerful verbs and vivid adjectives. Bullet points work best for clearly listing the reasons why someone should be interested in your product.
Here’s a creative example of a subheading and bullet points from home cooked dog food delivery company Butternut Box:
A huge problem with buying new product is not knowing what you’re buying, but Butternut Box immediately address this in their bullet points. Fresh local ingredients, nutritiously formulated recipes, and measured portions make it clear what you’ll be getting if you order.
These benefits should be as closely aligned as possible to your customer’s pain points and desires.
4. FRAME THE KEY PROBLEM
Throughout your copy, from your headline to the reminder, you need to accurately describe the core problem your target customer is experiencing. This is best done using vivid and emotive language that shows empathy. Keep reminding them why they need your solution in the first place.
It’s not about scaring people but rather showing that you understand their pain in detail. Software company Unbounce does this very well with their headline:
In this case, the problem with PPC ads is they are too expensive – and optimising your landing page with Unbounce is set up to be the solution.
Here are the three steps you need to take:
- Agitate the problem
- Kick the bruised knee
- Encourage them to take action
Taking these steps to frame the problem shows that you understand the issues your customers are facing better than even they do. It also qualifies you in their minds as an expert and authority in this domain.
For example, a pain point for small businesses is relying on referrals, with no predictable way to generate new leads. A marketing agency can frame this problem in detail and then offer the solution – delivering highly effective growth marketing strategies.
5. OFFER A POWERFUL SOLUTION WITH YOUR VALUE PROPOSITION
Eusoh is an incredible example of a compelling landing page with a powerful solution. It helps that they have a great product – crowdfunding pet insurance.
An image is worth a thousand words and Eusoh use this technique to great effect. Insurance can be a dry topic but their imagery brings their product to life.
They offer a powerful solution to a common problem – expensive pet insurance – and assures their customers that they are caring pet owners.
Offering an effective solution depends on knowing the typical pain points of the customers in your industry and counteracting them in a way that appeals to their ego.
Show how you’re completely different to your competitors by showcasing the unique benefits that your product or service provides.
6. DEMONSTRATE CREDIBILITY
Assume that your audience doesn’t know you or your product. In your copy, you need to present evidence that you can deliver what you claim – this is the one place where it’s okay to talk about yourself. Counter their skepticism towards you by building credibility.
Designer furniture company Lujo showcases the prestigious publications its products have been featured in on their landing page.
This is taking social proof to the next level by demonstrating that the product is so good it has been featured in national publications, making it popular with a huge number of people. It also adds a level of prestige necessary when it comes to selling designer products.
You can also increase trust with your audience by showing them your credentials. These could include:
- Impressive results you’ve achieved for other clients
- Showcasing successful case studies with real clients
- Mentioning prestigious companies (or people) you’ve done business with
- The total number of customers you’ve helped
- Any press mentions you’ve received
- Displaying awards, badges or recognitions you’ve received
Here’s your big opportunity to sell yourself. Show off anything that marks you out as an expert and an authority.
7. HIGHLIGHT BENEFITS
Now you’ve talked about yourself, remember that your customers want to hear how your product benefits them.
This does not mean vaguely talking about “the latest advances in [insert industry here]”. It means keeping the focus on your customer and how their life will be significantly improved by whatever you’re selling.
Razor subscription company Dollar Shave Club are the masters of highlighting benefits, while still being clear about what their service entails:
These benefits position them against others in their industry who charge a lot more than them, and may lock you into an expensive contract. Bring it to life so your customer can really imagine how much better they will feel once they buy your product.
8. PROVIDE SOCIAL PROOF
People love a product that has already been tested and approved others. It’s the phenomenon of “going with the crowd”.
That’s why providing social proof for your product is so important. Training course platform Podia has done this well with their customer testimonials.
Including a photograph of each of their customers alongside their quote makes the testimonials even more powerful compared to using just text. They’ve emphasised that their audience is also a creator and strongly encourages their audience to join the existing community (more social proof).
Your social proof has to ideally come from a verifiable third party, and preferably someone who has benefited from your product (your customer).
9. CRAFT A COMPELLING OFFER
Don’t be afraid to make your landing page stand out by crafting a compelling offer to catch your audience’s attention. This technique requires empathy and consideration so as not to come across as over the top and salesy.
Entrepreneur Jorden Roper at Creative Revolt really nails it with her landing page copywriting.
Although she is a professional copywriter, you can learn from her techniques.
She’s not afraid to stand out by using offensive language and straight-talking. Her offer is compelling because it takes only “three steps” to earning $1,000 in 45 days. Using a concrete time frame and amount makes her offer more compelling.
In order to convert into leads or customers, your offer must:
- Be clear, understandable and specific
- Fill a need or solve a problem
- Be short and concise, summarised by one sentence
- Persuasive, vivid and compelling
Pro Tip: Avoid “too good to be true” syndrome by providing concrete numbers and facts that will take your customer to the desired outcome.
10. CLEAR CALL-TO-ACTION
Every landing page also needs to include a call-to-action. This is a marketing term that means:
A call-to-action (usually abbreviated as CTA) is an image or line of text that prompts your visitors, leads, and customers to take action. It is, quite literally, a “call” to take an “action”.
“A call-to-action (usually abbreviated as CTA) is an image or line of text that prompts your visitors, leads, and customers to take action. It is, quite literally, a “call” to take an “action.”” (Hubspot)
Landing pages are designed to do one thing only: convert audiences into prospects or customers. All of your other elements should be designed around bringing your audience’s attention towards this call-to-action.
The call to action is a command that tells your customer exactly what to do in a very specific way. It should be clear and direct, leaving no room for ambiguity.
For example, it’s completely clear what Point of Sale software company Vend want you to do:
The CTA is usually expressed as copy on a button that your audience can click. Don’t clutter your landing page with multiple CTAs (though some exceptions can be made). It’s okay to repeat the same CTA a few times if you have a long landing page.
Use powerful or attention-grabbing verbs to invoke emotion and motivate them to take action. For example:
- “Claim your free consultation now”
- “Give me my free SEO Handbook”
- “Click for unlimited access to course materials”
After your headline, your call to action (CTA) is the most important element on your website.
11. CLOSE WITH A REMINDER
A reminder is a section at the end of your landing page reiterating on your main points, keeping your offer fresh in your audience’s mind. Always include a closing point or “Postscript (PS)”, since this is the third most-read element of your landing page.
Remind your audience of your irresistible offer and why they should convert. Include your call-to-action in your reminder and inform them of scarcity (there’s a limited time or quantity – we’ll go into this later).
The same landing page from Vend closes with a reminder:
It reiterates on the points made at the beginning of the landing page and reminds the audience that there is “no risk”.
12. MAKE THE OFFER’S VALUE OBVIOUS BY STACKING THE VALUE
Stacking the value of your offer tells your customers how much everything is worth. It means you can then paint a vivid picture with explaining the benefits of your product to raise your offer’s perceived value.
This landing page from beauty product company Soapbox in conjunction with Marriott illustrates one of their current offers perfectly:
Soapbox explains what you will get from their offer in the copy, alongside posting vivid imagery of the product bundle. The copy explains that the original price is $31.95 knocked down to $25.56, demonstrating that the customer will save $6.39 and get all these products.
Pro Tip: Itemise all the value points and even put a price point next to it like “Usually £699”. This demonstrates the financial saving clearly to your prospect. If you have multiple products included in your offer, then add the prices together to calculate whole value.
Here’s another way to demonstrate value and push your customers towards selecting a particular option from Foundr:
Breaking down their payment plans by installment amount is a clever way to create value. Foundr pushes customers towards the single payment option visually with a bright red button and arrow.
13. REVEAL YOUR GENEROUS PRICE
From the previous step, we want to be in a position where value exceeds price. When you introduce a certain product or service, your customers will be expecting a certain price. It’s powerful if you can later reveal the price to be much lower – or, even better, FREE.
This only works if you demonstrate value for something first, and then reveal it as free later. Take the example of entrepreneur and blogger Jon Morrow:
Jon puts a lot of effort in educating his prospects with great content and then reels them in with irresistible lead magnets like free cheat sheets. This is a good lesson in showing how landing pages do not exist in isolation but part of a marketing funnel.
You can later reveal the real price on your landing page to be much cheaper than the previous total for all the products – stacking the value. Explain why the price is what it is and why it is such a great value.
14. ADD BONUSES
Similar to the previous point, you can add related bonuses to your offer to further increase the value for your customer and “sweeten the deal”. It’s similar to opening a bank account and getting a free toaster – but better.
Bonuses create goodwill, but aren’t necessary to reaching whatever is your desired outcome. It could be something already part of your core service, but framed as a ‘bonus’ on your landing page.
Foundr does it like this for their Instagram training course:
Their copy explains that their customers don’t need these bonuses, but Foundr are throwing them in as a gesture of goodwill.
15. INTRODUCE SCARCITY
Introducing scarcity means you convince your customers that there are only a limited number of your offer available, or they must act within a limited time frame. That means they need to act fast if they want to benefit – or they will lose out.
Soapbox demonstrates scarcity in their landing page well:
By emphasising that there are only 100 products in stock, this motivates customers to “buy now” in case the product runs out. Scarcity creates motivation for someone to act now instead of “some time” in the future – which will probably never happen. Encourage them to strike while the iron is hot.
The key here is to be genuine. People will know if you’re lying to them, and this will destroy your credibility as a business. False advertising is not good practice!
Examples of scarcity include:
- An expiration date: “Doors are closing”
- Flash sale: “Buy before X to avoid a price hike”
- Countdown timers: “Only 5 hours left”
- Limited products: “Only X products left”
- Limited number of places: “Only 12 seats available”
Scarcity is a very popular tactic for boosting conversion rates on landing pages because it works. Use sparingly and genuinely.
16. PROVIDE A ROCK SOLID GUARANTEE
People are particularly afraid of wasting their money on something that doesn’t work, and for good reason. A large number of horror stories aren’t hard to find and people need to be sensible with their money.
Remove the stigma of buying a new product or service by giving a rock solid guarantee for the purchase.
Raghav Haran, entrepreneur and professional copywriter, does it well in his landing page for his freelance copywriter course:
This answers any reservations someone might have about parting with money for an online course. He guarantees a return on investment, plus a money back guarantee with no questions asked.
Of course, not many companies would go as far as offering to find clients for their customers – but this copy certainly gets your attention.
Alternatively, you can do it like Foundr by including a “seal” for your guarantee:
The key is to minimise perceived risk in any way that you can through covering all of the risk by your company. Use empathy and research to anticipate all possible objections from your customers, and counter them in your copy.
Objections to your offer could include:
- Bad value for money
- Can’t get money back if unsatisfied
- Product not as advertised
- Data may be shared to an unauthorised third party
- May end up getting email spammed
- Don’t want to be locked into a contract
- Don’t want to share credit card details for free trial
- May get bombarded with sales calls after signing up
- Maybe be pressured into buying more products
Guarantees show your buyer they won’t lose time or money, and assures them of your company’s integrity.
17. WARN AGAINST WAITING
One final technique is to warn your customers against sitting on this offer. It helps avoid your customers just thinking “Oh I’ll come back to it later” – which of course they never do.
The warning contributes towards creating a sense of urgency for your audience. It can be the difference between piquing interest resulting in no action, and interest leading to inspired action.
Here’s an example from what many consider to be the greatest sales letter of all time:
By positioning $28 as the introductory price, this implies the price will go up so the customer should take advantage of the offer now.
Another way to create scarcity or urgency is through:
- Limited spaces or number of products
- Offer exists for a limited time frame
- Imminent price increase
And that’s it! You don’t need a lot of over-the-top copywriting techniques to persuade people that your product is valuable.
The best tip to keep in mind for copywriting success is to imagine you are talking directly to your audience – in person. Show them why your offer is so valuable to them and gently compel them to take action.
Marketing copy has to work together with the design of your page and the offer you’re crafting. Invest in each element for a truly irresistible landing page.