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12 Jul

Landing Page Copywriting Tips

Copywriting is an important part if your business. You might do it yourselves you might use our copywriters; you might even hire some copywriters to do the job for you. Good written landing page copy can boost your conversions like crazy!

When you’re selling your own products you might know exactly what to write, but what should you keep in mind when you’re promoting somebody else’s products ?

  • Be your visitor: Put yourself in your visitors shoes (or browser window) who is your visitor ? what does he want to see ? If you are targeting Latin American guys between 18 and 26 make sure your site speaks their language; use the words they use. Speak their language !
  • Format your page clearly: do not use paragraphs longer than 5 lines, and make sure the content is readable and well stacked. Use bolds to highlight important headings or bullet points. Use CAPITALS to highlight important and conversion stimulating words in your body text.
  • 5 Second Rule: Web users are picky as hell! If you’re page doesn’t have what they are looking for, or they THINK it doesn’t have what they’re looking for they are gone. I heard on a copywriting conference a couple of years ago that if a user can’t find what he’s looking for within 10 seconds he’s on your page he’s going to ASUME you can’t provide him with what he’s looking for and he’ll leave. So make sure your page titles holds the keyword of what the user is looking for and mention the keyword several times on the landing page. Well placed pictures on your website also help.
  • Don’t sound like Home shopping: Do you remember those annoying home shopping infomercials where they always talk about the product like it’s heaven. On the web this is comparable to stupid e-book sites. Promote products like alternatives to.. and don’t say how and why they are in fact “Good” tell people why they are BETTER!
  • Registration Forms: Don’t scare people away with registration forms. Be kind and give some info away without acquiring that e-mail address.
  • Proof: If you make a statement, provide your visitors with proof. If you say red shoes are more popular than blue shoes, provide proof! (for example: a picture of a nightclub where 8 out of the 10 girls have red shoes and the remaining 2 have blue shoes)

If you want, feel free to print this out and take this as a small reference guide for building new landing pages. Next week we’ll dive into actual landing page tips.

P.S. Another good resource is Google’s Conversion University.

Posted in: CopyWriting
6 Comments

User Comments:

Posted by dave, July 14th, 2008 at 2:01 pm

another landing page tip…make sure ALL your footer links work, which this site does not! lol!

Posted by Wytze, July 14th, 2008 at 2:30 pm

So true .. Sherlock ;)

But don’t worry - all that will be fixed when the new sections are live.

And this is not a landing page is it :)

Posted by dave, July 14th, 2008 at 2:50 pm

sorry, should have been a little nicer pointing that out.

a question for you…you mentioned this on amit’s site…

Everything seems to point in the direction of the manual reviews.

“I just want to point out to people that you can put up as many content as you want: as long as your Adwords Landing Page is still simply linking to Affiliate Partners, you will get slapped. It doesn’t matter if you mask or cloak your link. Just don’t link directly: use whatever creative means you have to get around that..”

what other ways can you link to an affiliate site as not to get slapped without using a direct, masked, or cloaked link? were you referring to direct linking on google?

btw great blog

Posted by Wytze, July 14th, 2008 at 3:49 pm

An example: if you have a review site for Registry Cleaners or whatever. Instead of going to the sponsor site, why not go from the review page to a page on your domain about that sponsor and THEN have a Huge or highly visible link that says “Go to SPONSOR NAME”

Be creative, you can come up with all sorts of things. I wanna give you the tools not prefabricated ideas..

Our case studies have shown that this method actually prevents your account from being flagged for manual review.

Let me know how this works out for you Dave and good luck :)

Posted by Gary, July 14th, 2008 at 5:03 pm

Hi Wytze I would like to follow up on sherlock’s question.
If you can’t get a private label affiliate site, how do you not link to the sponsor? Are you implying that your sponsor link needs to be two clicks from the landing page? If so how do you do that without killing conversions?
btw thanks for all your great info.

Posted by Wytze, July 15th, 2008 at 2:12 am

good question Gary,

Truth been told; initially you will definitely see a lower conversion rate. But ask yourself this: would you rather see a lower conversion rate and optimize to that or NOT have a conversion rate from Adwords at all.. I think I can guess your answer ;)

The good news is that if you split test right you can even that conversion rate out, or even go beyond that. Have a few (bridge) pages compete with each other make sure they get at least 1000 visitors each before you draw a conclusion, and CONSTANTLY keep improving it.

When you do that, you will win back that “lost” conversion rate.

Not sure how you count the 2 clicks away :) even Google and MSN are counting them differently but what I meant is that it can be on the page AFTER the landing page. So I guess one click away then..

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