There’s a certain romance to successful lead generation. First, you need to attract visitors. Then, you need to woo them into converting into leads.
If you play your cards right, this courtship will end in happy, mutually beneficial relationships as you close and delight them as customers, but I think we’re getting a bit ahead of ourselves. You just met, after all.
Before you can start nurturing any B2B relationship, you need to get visitors to convert on your website, usually via a landing page. While there are a number of best practices out there on how to set up and design landing pages, most advice stops short of arguably the most important element: the written copy.
Copy is the meat of your landing page. It’s what sets you apart, sells your offer to readers, and ultimately compels them to fill out the form.
Need a little help sweeping your leads off their feet? Here are four essential copywriting tips to help you woo more leads with your landing pages:
To generate more leads on your landing pages, start by creating a “curiosity gap.” In other words, leave space between what your readers know and what they want to know about your offer. By presenting an idea but leaving out the details, you present a question that can only be answered by filling out the form.
You want to create a thirst for answers without being frustratingly vague, which can make your audience quickly lose patience. To avoid this, try the following in your landing page copy:
The easiest way to influence someone’s behavior is to strike an emotional chord. When visitors arrive to your landing page, see your imagery, and read your copy, you want them to feel understood.
In fact, 74 percent of online consumers get frustrated when website content doesn’t appear relevant or understanding of their situation. Emotional understanding makes readers trust your brand and feel more comfortable converting on your site, which makes them more likely to do so.
To make an emotional connection with your copy:
Similar to addressing pain points, keep the focus of your landing page on the value you can provide. People don’t want to hear you brag about your features or expertise; they want to know what’s in it for them.
With this in mind, frame your features in terms of the benefits they provide.
For example, if your e-book shares lead nurturing tips, highlight how it will help increase sales or boost revenue. If your offer is a SlideShare about new organizational tools, let readers know how they’ll help improve efficiency and productivity.
Calling attention to the direct benefits of the offer will help illustrate to readers why they need to convert.
Time’s running out!
OK, it’s not really running out, but I caught your attention, right? Techniques like this on your landing page can grab readers’ attention and encourage immediate action.
No one likes to be left out. By adding limitations to your offer, readers’ fear of missing out kicks in and tells them they won’t have this opportunity for much longer. They need to fill out the form now or forever miss out on the value promised.
Capitalize on this sensation by:
To win readers’ trust — and their conversion — you must go the extra mile to understand them, their behaviors, and their aspirations. With this knowledge, you’ll have all the tools you need to craft copy that truly converts.
Ramona approaches her role as Content Marketing Manager at IMPACT Branding & Design not only as a profession but as a creative outlet. With a B.S. in Marketing from UCONN’s School of Business, she’s a frequent contributor to the HubSpot blog, non-profit consultant, and a fierce advocate of free hugs.