If you’ve just finished creating a product you’ve poured your soul into, the next thing you’ll need to focus on is the copy for the landing page.
To get better rankings and conversions, your copy needs to be engaging. It’s not enough to just stick a good piece of writing on your website – good copywriting doesn’t always convert. Unfortunately, most copy on the internet falls flat. How can you make sure your copy works its pants off for you?
Whether you want people to buy your product or sign up for a service, there are 5 quick, effortless techniques you can use to ensure you rank high on search engines, and, most importantly, convert prospects to loyal customers.
1. Switch “we” to “you”
Read through your copy, and count how many times you say “we” or “us”. Believe it or not, your prospects don’t care at all about you, your company, or your product. They only care about what you can do for them. Switch the focus of your copy from yourself to your customers. Replace as many “we’s” as you can with “you’s”, and you’ll speak to your prospects, not at them. Take a look at this:
“For the past 7 years, we have provided small businesses with easier project management. We help small teams collaborate on big ideas”.
When compared to this:
“Manage all your big ideas with software designed to make your team’s collaboration easier. We’re here to help you focus on the projects that matter to you”.
2. Zap flabby words
Flabby words do nothing for your copy. They don’t work; they plonk themselves down and make your writing weaker. Cut them out and instantly tighten up your writing. The main flabby word offenders are:
a. Looks/is/sounds like
h. Seems to be
3. Keep language simple
If you work in a tech-y or financial field, it’s easy to assume your prospects have the same level of knowledge as you. The majority don't, and when you use professional jargon, those who don’t understand not only feel stupid, but will click away and search for one of your competitors who explains things on much simpler terms.
Write your copy so that the guy propping up the bar in your local can understand it.
4. Swap weak verbs for strong ones
Just like flabby words, weak verbs are useless filler. What’s a weak verb? Verbs like “get” and “go”, which are so commonplace that the reader’s mind hardly registers them.
What you need to do is swap these verbs for ones with a more firepower. “Get” becomes “grab”, “snatch”, or “score”. “Go” becomes “race”, “crawl”, or “swagger”. Longer verbs aren’t always better. Swapping “remove” with “eradicate” is good, but “blitz” is much better.
A strong verb stands out and adds personality to your writing.
5. Laser-focus your customer
Who is your customer? If you’ve did you work properly before you started creating your product, you hopefully have an idea of who you’re targeting.
However, when people go about writing copy, they forget all about that ideal customer and try to appeal to everyone. This doesn’t work.
Try to write for everyone, and you’ll appeal to no one. It’s time to narrow your focus. Is your ideal customer young or old? Male or female? Professional? Creative? How much money does he or she earn? What does your ideal customer lay in bed worrying about at 2 AM?
Picture that exact person, or better yet, think of someone you know who fits that description. When you target your writing at your ideal customer, your writing will resonate so much more.
These copy fixes aren’t hard to pull off, but it takes serious editing. Remember – your first draft is a rough diamond, and through editing you’re going to make it sparkle.