Archive for the "Copywriting Tips" Category
Your unique selling proposition (USP) is important to your brand, your audience, and your sales. Without a USP, visitors to your site may compare you to your competitors and say that you’re the same, or even worse, that your competition has a better product. So, how do you come up with a USP and what do you offer that makes your product the best?
Image via Flickr by Lodeez
If you don’t believe in your product, neither will anyone else. Make sure that you are 100 percent behind what you’re selling. While this doesn’t give you a USP in and of itself, it can help you come up with one. Let’s be honest, it’s unlikely that you’re the only one selling the type of product or service you offer. So, set yourself apart. The best way to start is by believing in what you offer. Read the rest of this entry »
If you have a landing page, you obviously want it to boost your conversion rate. Whether you’re giving away a free e-book or selling a product, the goal is to get the customer to the next step. There are some elements that your landing page needs to have to help with your conversion goals. Here are nine must-haves for landing pages that convert:
1. Unique Selling Proposition
Image via Worldsstrongestlibrarian.com
What about your product is going to excite your customers? Ask yourself, why should they buy from you? Your unique selling proposition, or USP, is the most important part of your landing page. What sets you apart from your competition? Make this the most prominent element of the landing page with an easily identifiable message. So, what exactly is in a valuable USP?
Consider a header that tells your customers what they’re getting. You want to quickly and efficiently let them know the selling point of your product. In many cases, the USP is also a company’s slogan. Read the rest of this entry »
You want to optimize your landing page, but you don’t have a lot of time to do it. Did you know that there are many tactics that take ten minutes or less that can increase your conversions and help your page ranking? Get your landing page in top condition with these tips.
1. Add High Quality Images
Image via Flickr by photon_de
Let’s be honest, no one wants to visit a site that isn’t visually appealing. One of the best things you can do to optimize your site is add a few high quality images. You don’t want to have too many images, but make sure that you have enough to break up your text. The exact number of images you should have on your page depends on the amount of text you have. If you only have a few paragraphs, one or two images works. However, if your landing page is long, having more images is ideal. Be careful not to use too many large sized images, as you don’t want to affect your site’s loading speed. Read the rest of this entry »
If you want your landing page to convert, you need good copy. Bad copy isn’t going to inspire anyone to purchase your product and can even drive people away from your site. So, if you really want to make sales and get conversions from your landing page, follow these 10 copywriting commandments that are essential for good landing page optimization.
1. Thou Shalt Call Thy Visitors to Action
Image via Flickr by johanna kollmann
Don’t be wishy-washy. Tell your visitors exactly what you want them to do. One of the most important things about website copy is that your call to action is consistent, strong, and most important, present. Too many website owners don’t want to feel like they are pressuring visitors, so they leave out the Call to Action (CTA). If you do this, your site won’t convert as well. Read the rest of this entry »
You want your website to say something to the customer as soon as the page loads. There are many ways to do this – with color, composition, and images. However, one thing that many website owners forget is typography. When you really want your website to evoke a feeling, make sure you are using the correct typography.
Fun and Laid Back Fonts for Casual Sites
Image via Flickr by tarrytown
Are you building a website where you are trying to show a fun, casual, laid back face? If so, it is important to show this with the typography. Make sure you use font faces that are considered less formal. When trying to show off a fun website, consider the following fonts:
Keep in mind that many ‘fun’ fonts are also considered cheesy. Additionally, they may be difficult to read if used in a large amount of text. It is a good idea to use them in moderation. Read the rest of this entry »
“Dr. Suess wrote The Cat in the Hat with only 236 words, so his editor bet him that he couldn’t write a book with only 50 different words. Dr. Suess won the bet with Green Eggs & Ham, which became one of the best-selling children’s books of all time.”
This is a quote from my favorite chapter of Steal Like an Artist titled “Choose What to Leave Out”, and it applies directly to EVERYTHING in CRO.
Communicating rich thoughts and ideas with minimal waste is called “word economy” when we’re copywriting or designing headline experiments.
This is directly applicable to minimizing page elements, focused messaging, effective elevator pitches, or building your deck.
On the CRO side alone I’ve written out several examples of this concept in motion:
- Using simple language will improve your conversion rate
- Using simple, ugly design will improve your conversion rate
- Dramatically cutting your content will increase your conversion rate
Simple, beautiful and distilled messaging ALWAYS wins in my experience.
Kind of like this: “Full service conversion rate optimization on a performance basis – contact us today!“
Imagine a father is at the ballpark with his son. Two vendors hear the kid whining about being hungry. One vendor yells “hotdogs!” The other tells the father that he can shut the kid up for $5. He gets the sale. Why? Because he uses targeted landing pages. A bit more advanced strategy for your landing page optimization process.
A targeted landing page speaks directly to the needs of a specific type of customer. It connects on a deeper level because it’s not just yelling “hotdogs.” It’s selling a solution to a specific need – and that increases conversion rates.
When done well, a targeted landing page will always have a higher conversion rate than a generic landing page. There are too many types of customers for a single, generic page to satisfy. The page will yell “hotdogs!” and everyone will wonder “why should I care?”
Target one customer at a time
Let’s say you’re a flood insurance company and you want people to fill out a form to request a quote. You could use a single landing page that emphasizes “coverage you can count on.” OR you could use a different page for each type of visitor.
Here are three examples: Read the rest of this entry »
Landing page optimization is about people, not products. You need to explain how you will change people’s lives, not what you will sell them. To do that, you need to get into their heads until you know them better than their own mothers.
Mothers have an uncanny ability to buy birthday presents that are almost perfect. You enjoy saltwater fishing, and she buys freshwater lures. You enjoy red wine, and she buys white. Moms are amazing, but it’s a good thing they’re not marketers.
You, savvy marketer, need to know if your customer wants red or white, marlin or trout, or software or hardware. More importantly, you need to dig into their minds to know why they want these things.
Know who you’re talking to
How well do you know your customers?
Remember the last time you bought something at a gift shop? Maybe you were at a museum and bought a commemorative spoon or something? You probably didn’t realize it, but that experience taught you about landing page copywriting.
Whatever you bought, it was insanely overpriced. But you were feeling good. You were on vacation with the kids. You had extra money. Why not?
About a week later you probably saw the spoon and wondered, “What was I thinking?” The truth is that you weren’t thinking. You were “feeling.”
“Feeling” is stronger than thinking
Everyone wants to be logical. We want to weigh facts, consider options and make good decisions. But many times we don’t.
Is your mechanic honest? Find out!
1. Adds F.U.D. (Fear, Uncertainty, Doubt). The reader now is going to question themselves, “Is my mechanic lying? Is he over charging me?” It’s a great way to help the prospect be more open to what you’ve got to say.
2. Implied Credibility. Asking tough questions make you look like the good guys just trying to look out for the little guy, “We just want to make sure you’re OK.” If we’re asking if your mechanic is honest, then we must be honest. They are now positioned as the “Consumer Reports” of auto repair.
3. On “my side”. The fact that this company is asking this question, puts them on the same side of the table as the prospect. Now their mechanic is the “other guy” and is now on the other side. We’re now buddies locked arm-in-arm to double check to make sure “those guys” are honest.