Is your landing page struggling to convert your audience into buyers? I know and can relate to wondering how to optimize landing pages for conversion and also worried about creative copy strategy. Maybe you too can relate! We as business owners underestimate the strategy to a well-laid-out landing page and copywriting that connects and sells to your ideal client. When you’re wearing all the hats behind your business (*literally*), it’s easy to get into a habit of building a landing page without thinking of “landing page conversion strategy” or creative copy strategy.
However, these two things are a MUST if you want to see business growth and success. In this post, I’m sharing 5 major ways how to optimize landing pages for conversion and craft a captivating, creative copy strategy that connects with your ideal client.
What You Need to Know About How to Optimize Landing Pages for Conversion
A landing page design to convert should be designed like a roadmap. Every section on a landing page that is optimized has a purpose. Not every single page that you have linked in your menu needs (or even should) be included on your landing page. How to optimize landing pages for conversion is usually made way overcomplicated. Would you believe it if I told you this is probably the EASIEST part of crafting a high-converting landing page? Because it is!
If you’ve noticed when you’re checking out your fav’s website, every section is kept to a minimum. The layout is clean, the design is minimal, and all the sections are brief and right to the point (notice the button CTA).
If you give your ideal client too many choices to click on a page, they won’t choose. And if you go into too much detail in a section, they will feel like that’s enough information to decide not to click to know more.
A Creative Copy Strategy That Sells
To craft the best creative copy strategy where your ideal client can connect and relate with you, you need to know your ideal client like a BF. Market research is the secret to writing copy that connects on every level with them.
Any kind of copywriting on your website should speak to their pain points, desired outcomes, what drives them, and their needs right where they are. Copywriting that lacks connection and authenticity is basically just text on a screen. So, doing the extra work to make sure you are speaking directly to your ideal client and you answering them inside of your content is critical to a successful, creative copy strategy.
How to Optimize Landing Pages for Conversion In 5 Steps
Step #1: Optimize Website page structure/Layout
Have you ever visited a website and the page instantly captured your attention? The design is beautiful, and the layout is clean and gorgeous. Then after you notice the layout, you read the first line of copy to find out more about the person.
The design & layout is the first thing people notice before even reading anything on the screen. If the design doesn’t capture, it’s not likely the reader is going to stick around long enough to read.
Even if it’s a simple and minimal design, if it’s too distracting or busy, the copy won’t be enough to stand out to get the reader’s attention. It won’t have a chance to capture and connect.
How to optimize a landing page for higher converting rates
Keep the sections on the home page to a minimum. The goal is quality, not quantity. Think of the sections as teaser or intro sections.
The home page should also be in the correct order. An optimized landing page should be in the following order:
- From the top, a landing page should include an intro section. The intro section includes an H1, which is the title, but in this case, would be the transformation or solution your ideal client is desiring. Then a little bit of text underneath the H1 about what you do and for who.
- Next would be the hook section. The hook section is about the #1 struggle your ideal client is facing and a short description of what you do and the solution with a CTA.
- Following the hook section would be the ‘About you’ section. Keep this short with a CTA that leads back to your about page.
- Next, you would list your testimonials. This is the social proof that you know you’re stuff and have helped others.
- Finally, you have your main offer, service, or product with a short description and a CTA.
How to Create Curiosity in Your Reader
The whole reason why you make these sections brief is to tease the main thing. If it’s the home page, be careful about going into too much detail. Let the CTAs redirect the reader to the main thing so they can learn more about what you offer in more detail. That copy for that specific page is what’s going to turn them into a buyer.
The homepage serves as a way to trigger curiosity. The page where you are redirecting the reader to is to turn them into a buyer. Don’t sell on the homepage. Showcase.
Optimize Landing Pages for Conversion Step #2: Clean, minimal design
First impressions are everything. If someone were coming over to visit you and you haven’t had a chance to clean, would you want them thinking that you’re a slob? Visuals matter just as much if not more than copy.
How to clean up your design
Use color sections to break up the white space. White space is your friend, but so is color, and you want to have the right amount of both.
Use photos that reflect the energy or theme of your design.
I will say that if you know that design is not something you’re good with, don’t DIY it. Invest in web design.
Optimize Landing Pages for Creative Copywriting Strategy Step #3: Copywriting that CONNECTS with your ideal client
If your copy isn’t speaking to your ideal client’s struggles and desires, it’s not going to be very useful. Your copy is serving a purpose by coming through the screen and connecting with the person reading it. It’s gotta have the “crystal ball” effect. If you know your ideal client so well that you know exactly how to describe their struggles and needs, the more they will feel like you are actually talking to them. That’s what we want from our copy!
How to write copy that engages and connects with your ideal client
Remember this. You aren’t writing a novel on the home page. You are reaching your audience with very few words. Keeping it short and sweet.
Focus on giving a little in every section in as few words as possible. Include a CTA to the page that will them exactly what they want to know. You are speaking to pain points and desired solutions. Don’t forget about your keywords. Just because it’s a landing page doesn’t mean SEO isn’t involved.
Optimize Landing Pages for Conversion Step #4: CTAs – TELL THEM
People have to be told what you want them to do or they won’t do it. It is important to have a CTA in every section prompting your reader to the page that goes into more detail.
Almost every section of your website should have a CTA button to direct somewhere, strategically. Not just anywhere.
Each section of the home page should also be created to redirect to your main offer. If you have a section that isn’t redirecting to a critical page on your website that has a purpose to turn your audience into a client, an email lister, or a customer, take it off your landing page!
Optimize Landing Pages for Conversion Step #5: That ONLY YOU flare to your copy
The most critical part of creative copy strategy is giving your copy that “only you” flare to it. This is probably the most difficult thing that a lot of people have a problem with.
When someone reads your copy, they should be able to “hear” your tone through your copy. That’s what separates copywriting from just reading text on a screen.
You don’t want your copy to sound bland, boring, and like everyone else. Giving your copy your “only you” flare will help your reader connect with you more and breathe life into your copy.
How to craft creative copy
Copywriting has to have your personal emotion. If it helps, record yourself and transcribe it as you listen to it. A few things to think about are:
- How do you greet people?
- What are some typical “you” phrases you use regularly?
- What is your natural personality?
Remember to keep things short and to the point. Always make sure to check your copywriting for fluff. There is always somewhere you can omit words to make the sentence shorter.
Copywriting doesn’t need to be formal writing. There is a time and place for that, but most of the time, we need to write from our heart and be authentic in who we truly are. Never be afraid to JUST BE YOU!
Do You Want Help Transforming Your Copy and Optimizing Your Website Content?
My custom content marketing strategy has literally helped me grow my audience and visibility. If you’re struggling to understand where to put keywords in website content, or what keywords you should be using, book an UNstuck session with me right here.
I’d also love for you to come and join my private community where you can get help to grow your visibility and website traffic with organic marketing. We have daily prompts, Q&A’s, and live trainings in the group to teach you how to optimize website content & website copywriting. We also have weekly accountability and support threads. Click to join and hope to see you there!
Hey there skimmer
Wanna listen instead of read? Listen to episode 26 // 5 Ways to Craft a Winning Landing Page With Powerful Copywriting that Attracts!
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