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Landing Page Best Practice – Part 1: Copy that Converts

In this mini-series, we will review the best practices for three landing page components: the copy, call-to-action, and the creative design. Part one is dedicated to the copy.

Every marketer wants a landing page that moves people to respond. Components like the copy, call-to-action (CTA) and design can all help further educate and convert prospects into leads when in accordance with your offer and overall objective.

In this series, we will review how you can optimize each of these components so that you can meet your response goal (conversion, education, sales, or whatever it may be).

More than just a pretty page

Generally speaking, copy is an element that can be easily overlooked when creating a landing page. Often times, marketers only focus on design and neglect the importance of well-written copy.  

While the page design grabs a person’s attention, the copy is what keeps their attention. An image cannot communicate the offer to your prospect, compel them to take action, or sell your product/service.

At Verdi, the overall marketing objective is what gives our art directors the inspiration to design a page that will effectively communicate the single most important point (SMIP) and offer a path to the next step in the sales process.

A method that we’ve found successful is providing the copywriter with a landing page template first. Next our writer crafts the copy accordingly, and then our designer makes the words come to life with color, fonts, images, etc.

All hail the headline  

If there’s anything that will catch a viewer’s attention, it’s the headline. This one line of copy acts as a bridge from the email or other previous communication to the CTA.

According to late adman and founder of Ogilvy and Mather, David Ogiluy, “on average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

This quote goes to show that the headline can make or break a customer. Not only should the headline persuade the prospect to keep reading, but it should inform them of the offer. If response is the objective of your landing page, there should be a strong offer in your headline to help pay it off.

Reeling in prospects with body copy 

If your headline was successful, the prospect is now reading the body copy. This is where you start reeling them toward a need for your product or service.

A good rule of thumb for writing body copy is to never assume a person knows what you do about your company or offer. This will avoid vague, generalized statements.

Another way to make the reader’s path clear is to know where your audience is in the sales funnel. The copy should reflect where the reader’s head is, and where he/she should be heading next.

The secret to copy that converts  

The secret is that there’s really no secret! Whether you’re writing the headline or body, the most effective copy is clear, enticing, and in agreement with your overall objective.

At the end of the day, good copy is among the many elements that can help you optimize your landing page and successfully meet your conversion goals.

Need help designing a landing page that’s sure to generate response? Call us today at (585) 381-4276, or visit theverdigroup.com to learn more about our agency.