As a modern internet marketer, you’re expected to be a multitasker with a diverse skill set. “Multiple hats … love ‘em! ” In reality, though, it is a pretty tough gig.
Therefore , of course you’re constantly looking for ways to shrink the workload—and which includes beefing up your landing page copywriting skills to maximize conversions . What are the highest-performing landing pages doing which makes them so effective?
Though the world has changed, this particular question comes back to the same stuff that Greek philosophers were preachin’ back in 350 BCE. See that confident-looking guy in the middle draped in baby blue?
Yup, that’s Aristotle. He argued that persuasion consists of three appeals: emotional, ethical, plus logical .
You might be wondering what he can show you about landing page copywriting. Surprisingly, a lot. Much of what he or she said centuries ago holds true today. To start, we’ve simplified it down to six quick and effective copywriting tips :
- Suggestion #1: Write like a individual (with empathy).
- Tip #2: Encourage action.
- Tip #3: Be clear and succinct.
- Tip #4: Confirm your copy using social proof.
- Tip #5: Use statistics strategically.
- Tip #6: Argue a strong value proposition.
Approached with these tips in mind, every element of your landing page copy can be an intentional play toward winning more conversions. From your headline to your call to action (CTA), sometimes all it takes is definitely swapping one word another to turn more of your prospects straight into leads, sales, and sign-ups .
What’ t more? These tips aren’ t going anywhere any time soon. We think it’s safe to say that lots of of Aristotle’s persuasive strategies are timeless. (No, not really your mother’s 70’s wedding dress kinda timeless. ) Let us explore how you can apply these to your landing pages.
The Emotional Charm (Pathos)
When people discuss adding emotion to their duplicate, it becomes a bit of a guessing video game in terms of which emotion we ought to appeal to. Should we tug at their heartstrings? Frighten them into buying our product? Make them laugh so hard that their fingers slide and press the “Buy Now” button?
According to Unbounce’s 2020 Transformation Benchmark Report, it really depends upon what industry. Medical practitioners tend to use words associated with sadness plus fear, for instance, while marketing experts in finance and insurance policy rely on trust-related language. Take a peek at the full report to see all the industry-specific data.
But for now, I’ve got the coupla Aristotelian tips which are foolproof across industries.
Suggestion 1: Write like a individual (with empathy).
How can you do that?
- Use comprehensive language : Aristotle recognized that emotions and encounter vary from person to person—and to evoke feeling and persuade, the speaker had to understand and relate to the particular audience fully. But let’ s be real; he or she was still speaking to folks who were a lot like him (Facebook Demographics: Men, Greek, 40+, Likes: Philosophy and Box Wine). He never really had to worry about alienating site visitors.
However your audience is likely much more diverse, so define your potential audience according to exactly what problems you solve, instead of whose difficulties you solve. On HomeLoanGurus‘ landing page, we can see that they target homebuyers with poor credit scores who are seeking a loan: “Poor credit score? We help once the banks say no . ”
Getting a loan can be a frustrating, embarrassing process—but by using words such as “you” and “we, ” its copy comes off understanding. They’re here to tackle problems with you, not sell a solution.
- Use hypophora to frame the problem : Hypo-what? Hypophora is a rhetorical device used when a writer raises something and then immediately answers this. It’s a great (non-aggressive) method to remind your audience of their pain points, that you totally get it, and you have the solution to solve it.
Like Symmetrix does in this supporting copy, by list off customer pain factors in the form of questions: “Were a person going to the gym but didn’t know where to start when you obtained there? Do you want to save yourself the additional time of driving to the gym and getting changed when you occur? ” (As I sit here in my pajamas looking out at the Vancouver rain, the second question speaks in my experience. )
But be skeptical of…
- Sounding inauthentic: Expressing empathy can create a link between you and the audience, yet overdoing it comes off as insincere and may harm your brand perception. There are many items going on in the world (#2020WorstYear) that you can incorporate in your copy to interact your audience. But if it isn’t really done thoughtfully—it’ll seem like you’re just jumping on the bandwagon.
Take the business world’s response to Covid-19. It’s one big blur of marketing campaigns appealing to these types of “unprecedented times. ” This compilation video by Sam Hadley sums it up pretty well:
I’m not stating you should avoid talking about the important challenges your audience is usually facing. But take care that the brand isn’t just repeating cliches. Instead, highlight the initial ways you can help—that’ ll speak out loud more. Looking for examples? Here is how you can write landing page copy that tackles Covid-19 within an empathetic way.
Tip 2: Encourage activity.
- Focus on concise, powerful action verbs : It’ s i9000 tempting to dust off the adjectives when hyping the product, but make sure your copy doesn’ t digress. It’ s not only hard to adhere to (and convert), it also can come off as disingenuous. (assume of those long-winded explanations for your parents when you came house past curfew. “You’ll certainly not believe this, but there have been no cabs … and then I realized I remaining my purse back in Jim’s house… ”)
Since the goal of your landing page is to increase conversion rates, keep your copy purposive and give your prospects clear direction on how to get there.
Actionable CTAs are especially important for conversions . Check out this CTA copy through McDonald’ s—we can’t state we’re lovin’ it.
From the hero picture, the audience can see the particular landing page is promoting the coffee. However , how the prospect gets the coffee—through the CTA—is pretty weak. “Find the Location” just adds another step for its caffeine-starved leads. Instead, we would’ve linked prospects to its shipping service right away: “Order McDelivery” gives prospects a clear path to a sweet, sweet mug of Joe.
- Consider perspective : What POV are you currently writing in? First and second person POV—through terms such as “me” and “my” or “you” and “yours”— helps the audience imagine themselves buying or using your product. A simple word exchange may be the final nudge they need to convert.
Mixmax is an app that increases productivity. Using second-person POV and powerful action verbs (my personal favorite can be “Mixmax-imize”), it’s pointing in you (yeah, you more than there) to take action. How do you make a change? Mixmax does a great work sticking to one, clear CTA: “Get Free Demo. ”
- Suggest shortage : Create a sense associated with urgency in your copy by noting deadlines, expiration dates, and limited supply. A lot of people claim a deal immediately out of fear that it won’t exist tomorrow. In his guide, Influence: The Psychology associated with Persuasion, Robert Cialdini points out :
The idea of potential loss plays a large role in human decision making. Actually people seem to be more motivated by the thought of losing some thing than by the thought of attaining something of equal value.
LIV Watches uses this persuasive tool to promote its latest product launch. (“Don’t miss out! ”) Picture the particular landing page without it. Guests would just be reading about a snazzy new watch style. Maybe they kinda enjoy it, but perhaps not enough to buy it right away. To Cialdini’ s point, for many, the thought of having this watch basically isn’t enough to drive immediate purchases. Many will rest on it. And most will overlook it or lose interest.
By adding the copy that suggests a limited supply—“only 500 will ever be made”—it turns into an exclusive item and time is now ticking to snag one. You could be the 501st person to try and order it—and get denied?! (The scary! ) By introducing this idea of potential loss, LIV motivates those indecisive prospective customers to make the purchase right now . FOMO is indeed a thing, friends.
Want a quick assessment to find out if you’re on the right track? Snag a personalized analysis of your landing page copy right here using our Landing Page Duplicate Analyzer.
The Ethical Charm (Ethos)
Aristotle described ethos as persuasion through character. In other words, you need to demonstrate to the audience that you’re a credible source of info. For your landing page, we’ve obtained a couple of ways to increase specialist through copy—and it actually requires much less writing.
Rather than spinning a big story, display confidence in the value a person bring by being transparent. Maintain your copy short and simple, and use social evidence to uphold your guarantee. Let’s break it lower.
Tip 3: Become clear and concise.
How can you achieve this?
- Use less words and simpler vocabulary : In almost every industry we analyzed in the Conversion Benchmark Report, the reading through level of the copy and the entire word count are both related to better conversion rates.
Rule of thumb? Try to keep it under 300 words and composed at a middle-school reading level. (It’s always “use”—never “utilize. ” Don’t write “circumlocution” when you can just call something “unclear. ”) For example , in the graph below you can see SaaS conversion rates increase as copy becomes shorter and simpler to read.
- Bullet points or even lists : Make it easy for your reader by using lists of topic points. Aristotle would’ve called this “ eutrepismus, ” but following our discussion on reading ease, we’re gonna take our own assistance here and keep it easy. Bullet points and lists are especially great for laying out all the juicy benefits of your product or service. Like what Caneggs does for its protein-packed pancake mix:
- Repetition: Don’t try to cover everything your product or service may do for every potential customer. Stick to one USP (unique selling proposition), put it in your headline and CTAs, and repeat it a few times through the landing page. Because we see so many ads every day, we’re conditioned to skim for the good bits. Repetition signals what’s important.
Tip 4: Validate your copy using social proof.
Yes, you really shouldn’t be writing social proof yourself—see my point above about being authentic—but curating the right testimonials and reviews may do loads to validate and support your landing page copy. In a 2019 survey, 91% of respondents said positive reviews make them more likely to make use of a business’ services or products. But how can you source and edit your social proof so it’ s as persuasive as you are able to?
How to optimize your social proof:
- Source testimonials from your top customers : You could have a ton of customers, but which ones would go to bat for your brand? Using customer engagement tools such as the Net Promoter Score (NPS) survey can help you identify your biggest fans. If they’re clickin’ 9 or 10, you can rely on them to leave a rave review. So follow up with an invitation to leave one!
- Get specific reviews : Social proof works off of the indisputable fact that there’s safety in numbers—but people seek safety located in numbers with people just like them . In the event of building landing pages (and variants), it helps to use credentials that speak to each consumer persona and the products they’ re pursuing.
Unbounce customer, Woolx, gives a variety of wool apparel for both men and women. But they’ve carried a great job sourcing testimonials which were specific to each of their solutions and products. This way, when they build in landing pages for their specific products, the copy is almost certainly backed up by reviews complete with substance (not just a couple of and!!! ). As with they do for the Avery leggins:
- Use relevant endorsements : Social proof can also be by means a relevant expert or changer endorsement. On its webpage, Woolx highlights five fresh magazine features and includes a delicious quote from Backpacker Periodical. With over 500k Zynga likes and 150k friends on Twitter, Backpacker Défilé says Woolx is the outstanding wool they’ve tested?! To, this endorsement means nothing. To others, Woolx is droppin’ all the right names.
But be mindful of:
- Installing negative social proof : We may think that we’re creating an impactful statement by incorporating negative social proof at our copy. But it could provide mixed signals.
For example , imagine an environmental organization developing a landing page for its recycling effort. It may be tempting to pronounc that 65% of Americans like recycle in hopes of encouraging their audience to join the most important movement.
In addition would this statistic grab the audience up on their the feet to recycle? Or is in it normalizing this behavior? Has certainly a risk.
The Logical Appeal (Logos)
While our inner thoughts dictate a lot of our buying practice, we all like to believe we are making smart and expected decisions. So to round out your amazing landing page copy, tap into this situation consumer tendency to look to assist you reason. (Awkwardly, this specifically taps into another emotion: trust. ) If you can verify your pitch with a statistic or fact, they can verify their purchase and sell. Win-win!
Tip #5: Utilization statistics strategically.
- Incorporate the by using effect : As intention as statistics may seem, you can actually frame the same critical info in various ways to create a number of effects. Take the earlier example of America’s recycling habits. We’re able to call out the 65% of Americans that aren’ t trying to recycle. Or, we can applaud of the 35% that is. But must be 35% something to brag about? What if we reframe it as 114. 87 mil Americans recycled in 2019? Much better. And that, my friends, relates to the framing effect.
The purpose of the surrounding effect isn’t to manipulate, but to express numbers in a way that resonates with your audience. The Water Cleanup does a swell contract demonstrating how each market contributes to its cleanup companies on this landing page:
Any pair of sunglasses sold can certainly help clean over 1 . backside miles of ocean—which is a lot, but hard to picture should you be not the nautical sort of. The organization uses football fields as the metric to show the effect of just one sale. (Now you’re speakin’ our verbiage. ) And it seems to be working—there’ s over 162, 440 football fields of water already clean.
Tip #6: Argue a strong value proposition.
What makes a value prop strong?
- Focusing on the benefits : Up until now, we’ve danced around this tip, but it’s one of the most beneficial ones. Sometimes we get absolutely excited about showing off all the elegant features of the product, we disregard what visitors really are concerned about. Dedicate your landing page text to the specific benefits to formulate your customers—because if they can’t observe you directly solve ones own problems, they will seek a strategy elsewhere. We’ve got a completely article on copywriting tom keeping the spotlight on your purchasers that you can access here.
Drizzle Honey’s webpage offers a sweet demonstration of your benefit-focused value prop. Real truth: Drizzle Honey’s products are jam-packed with superfoods. A feature-driven value prop would let it stay at that. (“It’s got turmeric and ginger—our work is made here. ”)
Whereas, here these types of people hold up a magnifying glass to each ingredient and its benefits of the consumer. Better digestion, lowered inflammation, improved intestinal overall health and waste elimination? Right now that’s what I’m spending my tea the morning and after taco night.
- Anticipating all objection : Procatalepsis, described as prebuttal, is a rhetorical machines used to strengthen an argument at dealing with possible counter-arguments prior to an audience can raise these individuals.
On the country’s Unbounce landing page, Peakon anticipates the internal battle we all suffer when we sign up for a free route that requires credit card information. (Will I forget and get added the next month? Will I possibly too lazy to cancel? Will I even use this risk-free? ) Right at the top, individuals assure prospects that that’s just credit card is required. Zero marriage commitment.
Peakon also addresses usability-related arguments in the copy supporting the CTA button: “Works everywhere, for everyone. ” They usually mean it! No matter the ‘language’ you speak or the scale your business, they’ re self-assured and confident they can “handle anything you throw at them. ” Using procatalepsis gives visitors fewer good bounce—leading to more vicissitude on the spot.
Persuasion: A Tale as Old simply because Time
Taking the time to know how to incorporate persuasive procedures into your landing page copy will be worth it. Although we look like some of Aristotle’s terminology are able to use a minimal amount of updating—procatalepsis appears to be something that’d send you for your emergency room—you now have 6 months simple copywriting tips in your bones pocket for your next landing page.
When you finally start seeing the conversions gather, you may be curious how your ultimate mastery of persuasion stacks up against the rest. Check out the competitive landscape of 2020 Conversion process Benchmark Report.