Posted by Thomas White, Conversion Optimization Strategist
In lead generation, the more you tell, the less you sell. Successful pages engage a visitor by establishing credibility and relevance within three seconds or less. Copy should focus on generating a lead, not closing a sale.
Following these steps will increase page engagement and conversions:
- Begin with the end-goal in mind: write instructional copy and button copy for the registration form. The key performance indicator (KPI) of a page is usually a form submission. The instructional and button copy are critical, as each leads the visitor to take action.
- The most compelling copy is clear and concise, and guides the user to a desired action. All copy on the page is written for one purpose: to entice users to fill-out the form (form field design is key to lead generation conversions and this will be a topic for a future post).
- Write strong headlines and sub-heads. A visitor typically scans contents of a page in only a few seconds. Headlines and subheads need to pull users deeper into the page, copy or paragraph. Your headline should create curiosity and help to solve a problem (headlines can significantly increase conversion, a topic for a future post).
- Align your ad traffic copy and your page copy to improve relevance and match intent with page content. The best converting landing pages match their headline or sub-head to the referring ad source.
- Write a unique value proposition that differentiates your offer from your competitors. Present your value proposition before your call-to-action and above the fold to increase conversions. Locate captions under each image on the page and develop a strong value proposition and call-to-action. Captions are the second-most read part of a page.
- Create copy that has a sense of urgency and exclusivity and watch your visits convert into leads. This is a powerful psychological marketing technique to drive immediate action—people want what they can’t have. Use this to your advantage with copy like “limited-time,” “1-day only,” and “while supplies last” to emphasize the scarcity, uniqueness, and importance of your product or service.
- Write benefit bullets that focus on the result of using a product, not on the features, i.e. what’s in it for me? Users quickly scan the page, therefore, always put the most important bullets and copy first with anywhere from three–seven bullets per list. Never use sub-bullets.
- Identify and respond directly to your audience needs. Use words like “you” and “your” in your copy and reduce the use of “we” or “us” that may appear to brag about your company, product or service.
- Use short sentences or fragments of ten words or less. Write using active voice with action verbs and cut copy whenever possible. Smaller sentences are easier for visitors to scan and digest main ideas quickly.
a. Active voice example: “The widget cuts my expenses”
b. Passive voice example: “My expenses were cut by the widget”
- If possible, use social proof, like testimonials, to describe benefits of the product or service. Use a personal picture if applicable to cater to your target market’s persona—using social validation techniques in your copy can increase conversions 20% or more.
Remember: Keep it simple.