Step 6: Instill trust (and put your testimonials to work) Note how the subhead explains the benefit: getting more done with less effort. Your UVP should briefly communicate what value you offer your visitors and it should differentiate you from others in the marketplace.Īsana’s unique value proposition is simple and clear. Your unique value proposition confirms to visitors they’ve arrived in the right place and that your offer is what they’re looking for.Ī unique value proposition comprises a headline and a subhead, and often a short list of bullet points or an explanation of how your product works (whether a short video, a combination of images and text, or only text). Step 4: Distill your unique value proposition Now that you have a solid foundation in place – now that you know who you want to talk to and what you want them to do – it’s time to start writing.
The bullet points explain what you’ll learn in the guide.The book image guides your eye toward the calls to action.The headline and sub-headline tell you what the guide is about.Note how all other elements help you get to this goal: The end goal for this landing page is get the ebook. Male or female? Is she mid 20 or well past 50? Does she drive a shiny Mini convertible or a battered Ford? Kids in tow or enjoying single life in the city?Ĭanada Drives, for instance, knows exactly who their ideal customer is (someone with a bad credit record who needs a car) – and they address them directly on their landing page: Start with some simple demographics so you can visualize that person. So, what do you say? Shall I show you a painless process to writing copy that converts? Step 1: Visualize your ideal customerĪn optimized landing page attracts qualified prospects and filters out people who aren’t right for you.īefore you start enticing the right visitors to buy or subscribe, you need to know who you’re seducing. It may feel like there’s a ton of guesswork that goes into writing a high-converting landing page, but that doesn’t have to be the case.Ī detailed, step-by-step process could be all you need to get out of your funk and write a killer landing page. “ Which headline will work best? Which testimonial would be better? Should my copy be longer or shorter ?”
Staring at your laptop, you wonder things like, “ What are the right words to improve conversions? How can I seduce people to buy?” After a few hours, you’re still umming and ahhing. Writing landing page copy sounds pretty straightforward – until you actually sit down to do it. Image by Craig Howell via Flickr.Įditor’s note: To celebrate the launch of The Conversion Marketer’s Guide to Landing Page Copywriting, it’s Copywriting Week on the blog! Stay tuned for more copywriting-themed posts that will help make you a better writer and a smarter marketer. Bummed that your landing page copy isn’t converting? These eight simple steps will help get you on track.
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