There are various elements involved in the success of a performance marketing strategy. Among such elements, the landing page plays a major role in improved conversion rate.
If you have reached this blog, then I assume that you are aware of the need and importance of a landing page. But to achieve the defined goals, the marketer is required to adopt tools that can help in optimizing the landing page.
What is Landing Page Optimization?
It can be defined as a process in which performance marketers work on enhancing the elements of the landing page. Such is done to ensure better user attraction and conversion.
The important elements of a Landing Page include:
- Headlines and Sub-Headers
- CTA Button (Call to action)
- Product/Service Details
- Social Proof
- Images and Graphics
- Addressing user concerns
A key aim of setting up of Landing Page is to guide the user to the simplest webpage option where the user can proceed with the transaction. Hence, the marketer must focus on optimizing the content on the webpage to ensure improved engagement. In the process, copywriting is an effective tool that can help marketers better optimize the landing page.
What is copywriting?
Now the discussion brings you to the question about copywriting.
Copywriting is often defined as the art of selecting the most appropriate words that can persuade the reader. Such is done to influence the user to initiate the transaction. A better copywriting strategy can help in 80% better engagement than a poorly written webpage. To know more about copywriting you can read our detailed blog about SEO copywriting guide.
From the above discussion, you may have understood that an effective copywriting strategy is important in the digital marketing strategy. But still, you might be thinking that how effective copywriting can contribute towards better landing page optimization.
We will further discuss the key ways through which copywriting can improve landing pages.
Role of Copywriting in Landing Page Optimization
- Concise information: The use of copywriting can help to present information in a concise form on the landing page. A performance marketer must ensure creativity along with presenting information in a concise manner. The industry average reflects that landing pages with less than 200 words are expected to have better conversion rates. As it keeps the user engaged with the content and details the benefit associated with the product.
- Present a story: Focusing on a better copywriting strategy can help you to plan your content on the landing page in a story format. Such can ensure actively engaging the user by providing them with useful information. Also, with the help of such a format, the benefits or the unique selling proposition of the product can be presented. Such can influence the user to go through the landing page and take action. It helps in creating a storyline that can provide product details along with retaining the customer throughout the journey.
- Optimizing CTA: The key aim of a landing page is to influence the user to conduct the transaction. Such can be ensured if the user clicks on Call-To-Action Button. With the help of an effective copywriting strategy, CTAs can be placed across the content. For instance; the copywriter can position buy now, try now, add to cart, and order today across the content. It can contribute toward increased chances of conversion rates.
- Use Social Proofs: A better copywriting approach can help in presenting client testimonials and their user experiences in a convincing manner. As in the digital scenario, brands with a social presence are expected to have a better conversion rate. Hence, presenting social proof can help to influence the audience about better product quality and brand positioning.
- The simpler and urgent tone: It is recommended that while planning the content for a landing page, a simple and urgent tone is used. Such is important so that the user can understand the details, however, can make instant decisions. For instance; words such as hurry, grab the offer now, don’t wait, best deal, or limited stocks available can be used. Such words on the landing page help to persuade buyers and improve conversion rates.
Wrapping Up
It can be concluded that along with an effective digital marketing strategy, you must focus on content quality. As the quality of content plays an important role in engaging and retaining the users on the landing page.
If you are looking for landing page optimization services, you can connect with our professionals at Verve Online Marketing. We are a leading performance marketing agency, with a team of experienced marketers. At Verve we create digital marketing campaigns as per your business’s specific needs and requirements.
Also, we can provide you with branding services as well as web development services that can contribute towards your business growth and competitive positioning.
