The Leads Booster

One essential part of improving the CRO of a landing page is the copywriting.

Where should you start? How much information do you need to include? How should you structure the copy?

In this post, I’m going to provide an approach that will help you set up a framework to start boosting your Conversion Rate Optimization.

This approach involves sorting the 5 most important copy elements.

1. HEADLINE

This is the first thing the user sees after landing on your page.

So, you may ask if the headline matches the previous step that brought the visitor to the landing page.

The header needs to evoke the feeling of “cool, I’m in the right place”.

—–>

We make decisions very quickly, and if we can’t find what we’re looking for in the first 5 seconds, we move on.

I also discussed this point in a previous post. Remember, it’s all about relevance.

And of course, the headline needs to address the main pain points and desirable outcomes.

As a bonus, here are some headline examples you can start using today:

2. BENEFITS AND FEATURES

Here, you need to present all the relevant information about the product, including all the features and benefits that constitute its explicit value.

Your product may have several features, that maybe doesn’t make sense to include all in the home page.

->The question regarding to the features is: are they relevant or it is just a “commodity”?

Focus on including those that resonate with the main pain points and desirable outcomes of your buyers.

You can organize the features of your product into a spreadsheet and assessing the relevance of each one.

This will help you identify which features are unique and relevant, and whether it’s essential to include them on your landing page.

—> I added a free access to the template I use for this 🙂

>> GET FREE ACCESS TO FEATURES RELEVANCE TEMPLATE <<

3. CREDIBILITY

Why should I trust you? Who are you really? Are you the solution I’m looking for?

These are the typical questions you might ask before buying or signing up for a product or service.

Think about this…

You are on vacation in Rome. You’re looking for a good place to get a coffee and maybe eat something.

Which place would you choose?

A)

B)

You probably would say, A).

That’s because if we see that someone similar to us is already using the product and is highly satisfied, we are more likely to trust and eventually buy.

You can frame your copy using the following formula:

–Make the content trustworthy + Answer your customers questions + Address barriers–

Always include content such as Social Proof, Reviews, Success Cases and FAQs (as long as they are relevant).

4. EXPECTATION MANAGER

Ensure users know what to expect to mitigate ambiguity.

Pay special attention to the critical steps, such as filling out forms or comparing plans and prices.

Consider answering some of these questions as a guide:


–> When will you contact me?

–> How will you contact me?

–> Who will contact me?

–> What is going to happen after filling up the form?

–> What is the price?

–> Which plan should I use?

–> Can I change plans or cancel any time?

–> Will I get spamed?

5. CTA

The goal, of course, is to make people click, so focus on what they’ll get and provide a clear idea of what happens after clicking.

You can use this simple formula to start improving your CTA copy:

“When I click the button, I’d like to [see; get]”

Those were the five most important landing page copy elements.

Could you easily find them on your page? Where do you feel you can improve?

I invite you to start working on these drivers to enhance your CRO today!