Everyone knows the importance of a good landing page. Nearly 50% of businesses create new landing pages, and brand new landing page copy, for every new marketing campaign.
Obviously this amount of original copy requires a large time investment on the part of the writer, especially when you're trying to find the right headlines to entice customers and reduce bounce rate. But when it comes to the best optimisation for ranking and conversion of your web pages, you might be surprised to find that the most valuable resource is right under your nose: it the comments of your customers.
The right kind of question
One great way of assessing the voice of your primary consumers is to carry out a survey. When gathering research from users, it is best to use open-ended questions. This requires a little more work than a multiple choice questionnaire, but it is here that you'll begin to see the most common phrases that customers use when describing what they like about your product. Testimonials from professionals are also valuable, as they help narrow down the greatest value assets of your business.
The things you should be looking out for are:
- Catchy phrases
- Memorable analogies
- Concise descriptions
- Value propositions
Casting a wider net
The hunt for great phrases doesn't end with questionnaire results and testimonials. You can also find good copy in tweets, online forums, and even support emails. Once you've become attuned to the idea that you can find good quality content in the words of your users, you'll find that it starts appearing in all kinds of places.
Editor as well as writer
Listening to the words your customers use about your services makes your landing page much more likely to appeal to them. Copywriters can become used to the idea of writing in isolation, and crafting phrases based on their own imagination, but actually, when it comes to achieving results, it's important to be an open-minded editor as much as a writer.
So there you have it – just one example of how to approach landing page copy. If you're curious about how our landing page services can take things to the next level for your business, get in touch today, and find out how we can help.