Optimizing Your Landing Pages, Part 2 - Copy

Pay Attention To Your Copy

After you have thought about and planned your landing pages sales funnel (as seen in “Optimizing your Landinag Pages, Part I,” you should take a careful look at your website copy. The copy and content of your landing page is going to make or break it, so it is important to consider a few things right off the bat.

MAKE SURE USERS FEEL LIKE THEY ARRIVED ON THE RIGHT PAGE

Have a high bounce rate? Chances are users end up on your site, don’t get a good impression that it is the page/site they were expecting, and press the back button. The first thing your copy should address is ensuring that the users are at the right place. Users often take less than 10 - 15 seconds before they make a judgment to read further or keep hunting.

Here are some ways to do that:

• Make sure the first headline matches the link / source they clicked on
• • Advertisement
  • Search Ranking
  • Print Ad
  • TV Ad, etc
• Have a supportive picture that illustrates how they are on a page that has what they are looking for.
• Bold, or link any relevant text to the topic/niche

At a glance the users should know definitively that your site has what they are looking for, and it is not a waste of time to hunt further.

MAKE SURE COPY IS SCANABLE

The next major step to optimizing your copy is to ensure that it is scanable. Until the user has a very clear sense that you offer what they are looking for they are not going to read, they will simply scan. If you read the previous article you will know you are trying to move them from the attention phase to the interest phase.

Ways to make your text scanable:

• Break up large blocks of text with headings and sub headings
• Anything you can break up into lists (bulleted or numbered) do so
• Bold relevant keywords, ideally you should be able to read all the bold words in a sentence and know what the paragraph was about.

FORGET ABOUT FEATURES, TALK ABOUT BENEFITS

All too often people get caught up in talking about the features their product or service offers. Forget about the features. Features are what the providers are interested in, the end users don’t care about features they care about what they will be getting out of it.

Examples of features:

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