Tell them exactly what they will get for their money
This should be in the latter part of the landing page, where you include details of any bonuses that are coming with the main product. But be sure to list the main benefits they will get from buying the main product itself. This is your primary focus, and you should always make sure you make it clear what a good buy it is.
Use facts to support your claims and strengthen your writing overall
Statements of fact are always worthwhile using because they add credence to your landing page. You have probably read landing pages before which have a number of facts dotted throughout them that are relevant to the product being sold. Look into all the research you have done to see if there is anything there that you can use. Sometimes simply pointing out certain facts about the product itself can have a big effect.
And don’t forget about figures too
Figures are equally if not more attractive than facts when it comes to spicing up your landing page and catching the eye of the reader. If someone is scanning your text very quickly to see if there is anything there that could be of interest to them, any figures that have been included in the text will leap out at them. Therefore, they will tend to read what follows those figures – and that gives you a great chance to convince them just how good your product is. You can use numbers in a variety of ways. Percentages are good if you can substantiate them – don’t try and use them if you can’t, because it will destroy your credibility. Look at the next point to discover a great way that you will always be able to use numbers to good effect.
Include page numbers with your facts
This obviously only applies to books, but you can use it with other products too. For example, you could make a reference to the size or dimensions of something. This will help a potential customer visualize the product more readily. If the product is perishable, say how long it is guaranteed to last for. If it can only be used a certain number of times, make sure you tell them that number. As far as page numbers are concerned, you can mention what can be found on a certain page of the book, or what they will learn in a particular chapter. It all helps people to identify with the product more easily – and that can lead to more sales.
The 800-Pound Gorilla: 305-page guide for Writing, Publishing, and Selling EBooks and 17 video tutorials at The Wealthy Plumber: Writing, Publishing & Selling EBooks.
Copywriting, landing page building credibility, improve conversions
Don’t deceive your reader
This should be obvious, but it’s not about lying. When you are in the middle of writing a landing page, you will find that it’s very easy to start exaggerating certain elements of your product without even realizing it. Always ensure that you are accurate and truthful about every aspect of your product, and be prepared to double check all your text several times before constructing your landing page and making it live. We’ll get into this in more detail in the section on editing your writing.
Don’t forget to insert those keywords
Remember all that keyword research you did? Well now is the time to keep that list of keywords close at hand while you are writing. You will need to make sure that your text is peppered with these without it spoiling the overall appearance of your writing. If you have ever read any piece of writing that has gone overboard with keywords and phrases, you will know how stilted and uninformative it can be. It becomes clear that the main task of the writer has been to get as many keywords in as possible. So while you should try and ensure that your landing page is as appealing to the search engines and to your potential buyers as possible, the number one priority should always be that your text is readable and that it flows.
Avoid using long sentences
Here’s a quick tip for you – once you have completed the first draft of your landing page, read it out loud. This is the single best way for rooting out any long sentences. Keeping them short will make the page easier to read. It will also make it easier to order your thoughts and to make sure that you don’t confuse the reader by throwing them too much information in one go. The rule of thumb is this – if you are reading the text aloud and you run out of puff before you get to the end of a sentence, try rewriting that sentence so it’s shorter.
Don’t apologize for anything
Every product has a downside in one form or another. It may only be a disadvantage when you compare it to a rival product, but you can still usually find something to point to. However, the trick is to turn that downside into a positive. And you should certainly never point out any disadvantage your product might have, because you will lose sales if you do. Try and identify any potential problems before you start writing, and think about how you can turn them around. For example, let’s say you are releasing a new eBook on starting your own business. You know there are others on the market and they are twice the length of yours. But instead of bringing attention to that in a negative way, you should think about how you can throw a positive light on it. Don’t even mention the length of the others. Instead, you could say something along the lines of your guide being the most no fluff and compact guide around today.
The 800-Pound Gorilla: 305-page guide for Writing, Publishing, and Selling EBooks and 17 video tutorials at The Wealthy Plumber: Writing, Publishing & Selling EBooks.
Copywriting, landing page improve conversions, landing page
So you know what’s needed to build a great landing page, and you’ve done all your research. Now it’s time to start writing.
Make it easy to read
The first attempt at writing your landing page won’t be the final text that appears on your web page, but you should make sure that your writing is easy to read and not too complex right from the start. Remember that conversational tone you are aiming for? Keep that in mind as you start to put your first draft together.
Don’t confuse the reader with overly technical terms
If you know who your reader is, this shouldn’t be a problem. You should never assume that people will know what you are talking about when you use certain words and phrases. Remember that you may have a better level of knowledge about it than most regular people do – especially if you have created it from scratch yourself. On the other hand, many people will be arriving at your web page with no prior knowledge of it at all. So make sure you approach them at the right level.
Use bullet points when it works well
Bullet points are a very powerful element to include on a landing page. One thing you need to constantly think about is how your writing will look when people see it. Bullet points immediately draw the eye in and demand attention – and since they can be used to list some of the best points of your product, it makes sense that they should be so powerful. Don’t overuse them, but don’t be afraid to use them more than once on a single landing page either.
Avoid the use of long paragraphs
This really plugs into what I said above about how good your landing page will look. If you don’t use lots of paragraphs to break up your thoughts and ideas, people will be more likely to click away to another website as soon as they see huge paragraphs of text. It’s not just the words you use to get peoples’ attention that you need to think about – it’s the way you present them as well. Keep all your paragraphs as short as possible, and if you spot a long one, see if you can break it up into two separate parts instead.
The 800-Pound Gorilla: 305-page guide for Writing, Publishing, and Selling EBooks and 17 video tutorials at The Wealthy Plumber: Writing, Publishing & Selling EBooks.
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Insert a link to buy the product several times
If you take a look at a handful of landing pages, you will see that there isn’t just one ‘buy it now’ button. It will be there several times, dotted down the length of the page at regularly spaced intervals. It’s a fact that some people will buy your product sooner than others; some will need more convincing. You need to let people know that they can buy the product without having to read the entire page if they know it is what they want. The one thing to remember is not to have the first button too near to the top of the page. This comes across as being a bit too eager, and you want them on your side.
And finally… don’t forget the PS
The PS has a very important role to play on any landing page. You might think that it is no more than an afterthought; after all it appears last, and if people aren’t convinced about your product by then, the chances are they aren’t going to be. But it has been shown that some people will scroll to the bottom of the page to find out what the price is and to read the summary of what is being offered before they decide whether or not to read the entire landing page. So if you list the best points of your sale in those PS’s at the bottom, every reader will know why they should be reading the whole thing.
The 800-Pound Gorilla: 305-page guide for Writing, Publishing, and Selling EBooks and 17 video tutorials at The Wealthy Plumber: Writing, Publishing & Selling EBooks.
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