When an average of just 1-4% of B2B landing page visitors convert to leads, it’s not hard to get discouraged (BrightInfo). If you’ve designed a killer landing page, clearly defined your value proposition, and created a form, you may wonder why your conversion rate isn’t higher. If this is the case, make sure you’re not overlooking the importance of effective landing page copy. On a webpage with one clear purpose, every word must count. Fortunately, we’ve rounded up some simple tips you can use to optimize your landing page copy and drive more conversions.
1. Write Actionable Headlines
Good headlines tell visitors what they will get from your landing page; great headlines tell them how they can get it. Let’s say you’re creating a landing page to drive registration for a waffle-making webinar (yes, we’re big waffle fans here in the Pardot office). The headline shouldn’t be generic, like “Welcome to [Company Name].” Instead, you should remind visitors why they’re on your page the first place. Use a descriptive headline, such as “Webinar: The Art of Waffle Making” — or better yet, an actionable one: “Register Now to Learn the Art of Waffle Making.”
2. Avoid Meaningless Buzzwords
We’re all guilty of using snazzy buzzwords every once in a while, but your landing page shouldn’t sound like an overzealous infomercial. Write like you talk, and avoid using business jargon in your copy. Prospects don’t want to hear how your first-rate, top-of-the-line company is leveraging cutting-edge techniques to teach waffle making. They just want to hear that you can provide them with the skills they need to make some darn good waffles.
3. Axe the Submit Button
This is one of the most important rules of forms, but it’s one that many marketers forget. Buttons declaring “submit” and even “download” can seem demanding, and they don’t explicitly tell visitors what they’ll receive in return for their information. The same goes for buttons with words like “continue” and “next.” Continue where, exactly? Instead, take a cue from your actionable headlines and write CTA buttons with clear benefits. Your clients should know from just a couple words what the outcome will be when they click, and it shouldn’t feel like a big commitment.
4. Check Your Pronouns
ClickZ recently wrote about an A/B test conducted by Unbounce and ContentVerve that tested the effect of pronouns on conversions. They created two landing pages that were identical except for the call to action on the form button. One version said “Start your free 30 day trial” and the other said “Start my free 30 day trial.” Believe it or not, the landing page with the first-person language had a 90% higher click-through rate. Other marketers have conducted similar tests, and the first-person CTA consistently performs better.
Landing page buttons that use first-person pronouns have up to 90% higher CTRs than those with second-person pronouns. (Unbounce, ContentVerve)
Bonus Tip: Once you’ve crafted a couple powerful versions of your copy, test them. Only 52% of businesses test their landing pages, despite the overwhelmingly positive ROI of A/B testing (Marketing Sherpa). Fortunately, marketing automation makes it simple to conduct your own A/B tests and optimize your landing page copy.
If you implement these four simple tips and follow up by A/B testing your landing pages, chances are you’ll soon see an increase in conversions. How do you make sure you’re writing landing page copy that converts? Let us know in the comments.