5 Easy Copywriting Tips to Improve Landing Page Success

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Landing pages are the darling of any marketing and sales campaign.

It just so happens that they’re challenging to create, optimize, and test. With these easy copywriting tips, creating high-performance landing pages doesn’t have to be a hassle.

In this guide, I’ll uncover some easy copywriting tips to help you create dynamic landing pages that meet your goals.

Table of Contents:

  1. Use Video
  2. Scan the Search Engine Result Pages (SERPs) and Adapt
  3. Focus More on Social Proof
  4. Invest Heavily in Frequently Asked Questions (FAQs)
  5. Compare Different Competitors on the Spot

1. Use Video

Adding video to a landing page has been shown to increase conversions by as much as 80%. Another study found that landing page videos help prospects retain more information than text.

If you’re in a boring industry, video can help demystify your services to a new audience. If you’re selling products, eCommerce or SaaS, video landing pages can help teach prospects how to use them.

Check out how SharpSpring uses video to promote the demo of their marketing automation tool:

HubSpot takes this strategy to another level by including video testimonials to convince potential prospects to buy into their marketing software:

Finally, Nextiva uses a variety of different videos to show site visitors how to use their products:

As you can see, video can explain concepts far better than text. The crux of this copywriting technique is to use fewer words, more visual landing page elements, and create more whitespace by using video.

2. Scan the Search Engine Result Pages (SERPs) and Adapt

Sometimes the best way to optimize your landing page is to see what’s already published online. The most successful landing pages rank well both organically and with the help of pay-per-click (PPC).

If you want to replicate their success, you should see just how you can emulate their landing page structure. For example, let’s say that you’re offering managed SEO services and pulled the top three landing pages from the SERPs.

You may find that one landing page is extremely detailed and informative like this one:

You may also find a landing page with more whitespace, less copy, and more visual elements like this one:

Or, you may just see a long-form beast of a landing page like this one:

This is where A/B testing comes in. I recommend trying different landing page styles and seeing what works best for you.

3. Focus More on Social Proof

The average site visitor spends less than 15 seconds on a website.

This means that you don’t have long to keep a prospect’s attention once they’ve jumped on your landing page. No matter if you serve a B2C or B2B audience, one thing is for sure.

People want to know why they should spend their money on your product or service. Old-fashioned copy isn’t going to always get the job done.

Instead, show your prospects tangible proof that your product or service is worth the buy. This is called social proof. Examples of this are testimonials and case studies.

Planting basic testimonials on your landing page is an okay idea, but let’s take it a step further. Take a look at how KlientBoost structured the copy behind their case studies:

Not only are the case studies clearly visible, but we can see the results KlientBoost achieved for each client.

The header and subtext also add a great touch to convincing the end user to convert.

4. Invest Heavily in Frequently Asked Questions (FAQs)

Adding FAQs to a landing page may be old-school, but it’s still great for optimizing SEO and qualifying leads.

Some landing pages feature a drop-down FAQ section like HubSpot:

Others just lay out the FAQs in text like KlientBoost:

Add as many FAQs as you feel is necessary. The point is to possibly rank for some featured snippets and give prospects all the information they need before converting.

5. Compare Different Competitors on the Spot

If you want to keep your site users from visiting your competitors, you have to stay on the offensive.

One great way to showcase your competitors’ weaknesses is by writing persuasive copy. Check out how SoFi promotes their bank account by exposing their competitors:

SoFi does this again on their personal loan landing page:

You see — going at your competitors is actually a good strategy for keeping site visitors on your landing page.

Need Help Creating a Dynamic Landing Page?

As you can see, copywriting can open the door for landing page success without much effort. If you need help designing and writing the copy for your next landing page, I’d love to help.

Let’s set up some time to talk shop so I can learn more about your project and goals.

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