When it comes to optimizing landing pages, improving your landing page content can be a daunting task.
After all, it’s easy to try out a new button color or swap in a new hero shot, but rewriting your copy? That takes a lot more time, thought and effort.
Fortunately, while completely rewriting your landing page content every so often isn’t a bad idea, there are a few easy ways to rework your content without completely overhauling your page.
Here are 4 easy exercises you can use to save a struggling landing page or improve an already effective page.
1. Simplify Your Messaging
We all know that all internet users have a lot of patience and love reading tons and tons about a product before they buy right?
People surfing the web looking for a product or service have a lot of options which means that they don’t have a lot of patience. If a person doesn’t see what they are looking for within the first couple of scrolls (and that’s if you’re lucky, they’re probably going to bounce.
With that in mind, your page should seem skimable and compact. In terms of redoing your landing page content, that actually probably means more deleting and less rewriting.
Remember, simplicity sells.
Boil down your messaging to your key value proposition and really explain the benefits of your product or services. Simplifying your content is also great for your mobile experience, since shorter pages make for happier mobile users.
2. Show Them The Benefits
Have you ever landed on a landing page and started reading the content and it’s filled with headlines and copy about how much experience a company has and how great the staff is and blah blah blah…? By the time you get down to where it talks about their product you’re halfway down the page!
You have a very short window of opportunity to catch the attention of the user, so it’s important that when they do land on your page, they see the benefit of your products right away. This will keep them engaged on the page which will make them more likely to continue the down your marketing funnel.
Remember, having information about your company is great, but your page is about a solution to your potential customers. If that isn’t the focus of your landing page content, something needs to change!
3. Message Match
Let me put this simply: if your landing page content doesn’t match the messaging of your ads, it will not convert well. As a conversion designer this truth has been pounded into my head over and over again—matching matters.
Now, hopefully, when you originally started your campaign, you created a landing page that was a great match for your ad copy. But, you’ve probably made some tweaks to your ads to improve click-through rates or traffic quality.
If you haven’t been conscientious about updating your landing page, there’s a good chance that the messaging of your ads and your landing page have gotten out of sync. So, if you’re looking for an easy way to improve your landing page copy, take a look at your ad copy and get things back in alignment!
It’s funny, often I get emails from well-meaning clients who want this page element to be bolder, that one to be bigger and another to pop more. By the time we’re done, nothing on the page stands out.
Everything is bold, so nothing is bold.
To avoid this problem, take the time to create hierarchy in your landing page structure has hierarchy. For example, your headline should be more prominent and bolder than its supporting sub-header.
Using different colors and fonts-weights is a great way to establish hierarchy. Sticking to one very distinctive color for your CTA is also a simple best practice that will help you boost your conversion. By using a different color then one that is in your company’s color palette will make the CTA stand out on a page.
Another great tip is to use two different font families—one for the headlines and one for the body copy. This will give your readers visual cues about the importance and order of your content that will make it easy to read your content.
As marketers, we are always working to improve the performance of our landing pages. We don’t always have time to spend half a day working on improving content, so the above tips and tricks are simple but can have a positive impact on the pages landing page conversion.
By the way, if you’d like me to take a look at your landing page content and give you some specific recommendations, let me know here or in the comments. I’d love to help!
Are there any tricks or tactics you use to make your landing page content more effective? How do you approach optimizing your landing page content?
Latest posts by Manny Lopez (see all)
- How to Get People to Click On Your Landing Page CTA - February 27, 2017
- How To Create Truly Effective Remarketing Ads - December 5, 2016
- How to Create Sustainable A/B Testing Process - November 22, 2016