Editor’s note: To celebrate the launch of The Conversion Marketer’s Guide to Landing Page Copywriting, it’s Copywriting Week on the blog! Stay tuned for more copywriting-themed posts that will help make you a better writer and a smarter marketer.
Writing landing page copy sounds pretty straightforward – until you actually sit down to do it.
Staring at your laptop, you wonder things like, “What are the right words to improve conversions? How can I seduce people to buy?” After a few hours, you’re still umming and ahhing. “Which headline will work best? Which testimonial would be better? Should my copy be longer or shorter?”
It may feel like there’s a ton of guesswork that goes into writing a high-converting landing page, but that doesn’t have to be the case.
A detailed, step-by-step process could be all you need to get out of your funk and write a killer landing page.
So, what do you say? Shall I show you a painless process to writing copy that converts?
Step 1: Visualize your ideal customer
An optimized landing page attracts qualified prospects and filters out people who aren’t right for you.
Before you start enticing the right visitors to buy or subscribe, you need to know who you’re seducing.
Start with some simple demographics so you can visualize that person. Male or female? Is she mid 20 or well past 50? Does she drive a shiny Mini convertible or a battered Ford? Kids in tow or enjoying single life in the city?
Canada Drives, for instance, knows exactly who their ideal customer is (someone with a bad credit record who needs a car) – and they address them directly on their landing page: