Write a Better Landing Page With These Easy Tips
You did it. You’ve hired the developer and the graphic designer, and your landing page looks good. All you have to do is replace the “lorem ipsum” text with your landing page copy.
You sit down to write, but the words just won’t come. It feels as if the web page is mocking you. It’s so frustrating. You’re good at what you do, so why is writing about it so hard?
Writing a landing page can be intimidating for anyone, especially busy entrepreneurs or newbie freelance writers. You’re too aware that good writing is the difference between hitting your conversion goals and a symphony of crickets.
So what are the secrets to writing a landing page that sells, generates signups, donations, and rallies people around a cause?
It’s not as mysterious as you think. As someone who’s written more landing pages than I can count, I’m sharing a few tips you can use to improve your copy today.
Be Brief
You know that friend that starts texting you an entire story that could’ve been one sentence? Or that uncle who starts banging on at the table about something that doesn’t require an hours-long discussion? When writing copy, you should get to the point quickly (unlike Uncle Phil).
Too many times, companies suffer from what I call “the curse of the genius.” They have in-depth knowledge of their products, industry, or service and try to cram it all onto the landing page.
Then the landing page turns into word-vomit.
The purpose of such a page is to pique interest and get a potential client to take the next step. You use it to quickly convince them why you’re uniquely suited to solve their problem or fulfill a desire.
The landing page isn’t the time to write anything and everything about the ins and outs of your services. Save that for an FAQ page, product demo, or exploratory call. Use your landing page as a conversation starter.
Ditch the Jargon
As veterans in our industries, we use tons of jargon every day to talk to one another. However, on a landing page, it’s important to remember you’re not speaking to other developers, marketers, or coaches.
You’re speaking to customers. Customers will spend just a few seconds on your page to quickly decide whether or not you solve their problem or fulfill a desire. They’re not going to take time to decode your language.
If they can’t understand you in about three or four seconds, they’ll move on. Read through your current draft to look for any industry jargon. If you see it, take it out.
When I’m writing a landing page, I regularly ask myself: If I gave this to my mom, would she understand it? That way, I can ensure that anyone who lands on the page can quickly understand who a client serves and how they help. If mom can’t understand it, it’s too complicated.
And by the way, aside from business-speak, it’s also time to ditch the sports jargon. I grew up in a big baseball family, but you don’t see me saying things like “it came out of left field” or “it’s a home run” on my website.
I don’t assume my audience knows anything about baseball or Willie Mayes. One of the most dangerous things in copywriting is making assumptions about our audience.
I’m writing for business owners and tech professionals, and I can’t assume all of those people are into baseball. If I did, I’d come off as confusing at best. At worst, I’d drive away potential clients because I’m not speaking to them at their level.
Remember, your goal is to connect with customers, not sound like the most intelligent person in the room. Replace jargon with conversational language that’s easy to understand.
Use Whitespace
Remember when you had to read “East of Eden” for class? And when you opened the book, it was a giant block of tiny, tedious text? Do you remember not finishing it (because I sure didn’t)?
When you’re writing for the web, white space is your friend. People don’t read word for word online. They scan and scroll. Think about your own online habits when you check out a new taco joint on your phone or scroll through social media.
If you’re skeptical, try this real quick: copy and paste this entire post into a word document. Eliminate all the breaks between paragraphs, so it’s one block of text. Now, look at this post. Which would you rather read?
Break any large paragraphs on your landing page into smaller ones (I’d recommend keeping it to 3–4 sentences), and use plenty of white space to make it easier to read.
Choose Clear Over Clever
This is a great reminder for aspiring copywriters or anyone creating copy for their business. I always say that copywriting is deceptively simple, which makes it so hard to do.
Too many companies (and newbie writers) get caught up in trying to do something clever or cute. But it usually comes at the expense of conversions because people can’t figure out what you do or who you help.
If they can’t figure out those two things in just a few short seconds, they move on (and remember that, in the age of smartphones, your competitors are right at their fingertips).
Clever should never replace clear and direct. You can be a “copywriter for coaches and creatives.” If I’m a coach, I know you’re the one I need to hire. Your copy’s job is to sell by calling in the right customers and getting them to take action. It’s not to be the cutest or most clever tagline on the internet.
Give your page a read. Can someone quickly figure out what you do and who you help from the first two sentences?
If not, try filling in this sentence:
I help (ideal client) accomplish (desired result).
Use this messaging trick to guide any copy for your business (because you can’t write kick-butt copy without a clear message).
Read it Aloud
Landing page copy should sound natural. To eliminate any clunky copy, try reading it aloud to yourself, your hamster, or your partner.
Does the language sound conversational? Does it flow from one idea to the other? Are there specific paragraphs that don’t make sense? Are you having to stop for air (meaning you may have some run-on sentences to condense)?
Reading our work aloud is a great way to gauge how it comes across to customers. It also helps with typo blindness, as our brains tend to autocorrect errors when we read our own writing.
Before publishing that landing page, read your work aloud, not just in your head. You’ll be glad you did.
Get a Better Landing Page Today
These five quick tips will help you make immediate improvements to your web copy. However, it’s okay if you need more help. It can be hard to edit our own work since we can get attached to our writing.
If this is you, I strongly recommend hiring a professional writer to help you hone your messaging and copy to call in your dream clients.Taking your copy seriously will help you call in the right clients, build customer loyalty, and create a thriving business.
I help brands put their expertise into words that convert, build a loyal fan base, and start a movement. Visit caitlinelemon.com to learn more.
