If your pipeline is full of leads that ghost you, then you might want to read this...
One complaint I hear from prospects is that their landing pages don't connect with their ideal buyer.
So they keep getting the wrong people or half-qualified leads.
A quick glance at their page shows me that👇🏽
😓They're trying to talk to as many people as possible - landing pages should be for a specific reader
😓It's peppered with industry jargon no one cares about
😓It's full of generic CTAs that don't reinforce why the visitor should act fast, or remind them of what they're getting from clicking the button
So, what happens?
The landing page isn't qualifying or priming the right prospects, and the effects are crippling:
📉 They're constantly scrambling for leads or running ads that bring little results
📉 They keep tweaking different parts of the page with no clue as to whether it'll convert or not
📉 They keep losing ideal clients to competitors because their prospects can't see themselves achieving their goals with their solution
Unless they change how they talk about their solution, the cycle continues🔁.
The truth is; your landing page isn't showing your prospect how they can avoid more pain by using your solution.
The mistake you're making is simply presenting your solution's features and expecting them to understand its value.
👉🏽Instead, you need to talk about their desired outcome and then connect to your solution by showing them how it'll help them achieve it.
Your ideal buyer wants to feel heard, seen, and understood.
That means your copy should reflect these feelings in your headings, body copy, and buttons.
See it in action⬇️
✅They're not looking for a project management app ➡️ They need to track their tasks so they're not burned out at the end of the week with nothing done
✅They're not looking for a content scheduling platform ➡️ They want to consistently post on all their platforms so they can grow their audience
And you can achieve these results with three steps.
Define your One Reader
Landing pages aren't like home pages, which cater to anyone that may land on your site.
Before writing landing page copy, you should already have your ideal client mapped out. That way, you're able to directly relate to their desires, needs, and problems.
When mapping them out, here's what you need to know:
- Their motivations
- Their desired outcomes
- What's currently keeping them stuck
Consistent brand voice & messaging
Imagine if your favorite creator emailed you a 40% off coupon, and then you clicked the link
to get it.
Instead of the coupon, you got redirected to a sales page for their $4999 program.
You then ignore it but you don't engage as much with their other emails and content.
That's how your customers feel when you fail to deliver on your promises.
A simple rule: If you promised A in your email/ad/post, let them see it on your landing page.
If your brand voice sounded whimsical, and then on your landing page it sounds serious, then your customers get confused.
📌If your messaging & brand voice don't feel right on your landing page, try a landing page audit.
Speak their language
This is where VOC (voice-of-customer) data comes in.
VOC is made up of what your customers say and how they say it (Hubspot). It helps you collect customer insights to improve customer experience, and to collect data that you can integrate into your landing page copy.
The goal isn't to fill your landing page with testimonials, it's to find messages that stick.
Messages that stick are those phrases, questions, or speech that only your customers can come up with. If you can make one up in your head, then it's not that good.
Why do you need these sticky messages?
Your customers will feel like you're following the conversation in their heads. They'll also feel like you understand:
- What they've gone through
- What they tried to fix their problem and why it's not working
- What they need to finally get rid of this pressing problem
Some sources of VOC data include:
- App reviews
- Testimonials
- Comments on social media
- Forums like Reddit & Slack where your ideal customers hang out
- Surveys Customer interviews
So how can you use VOC on your landing page?
You can include testimonials, their concerns, and feedback on your landing page in a number of ways:
- A customer testimonial as your headline in the hero section
- A testimonial from a past customer in the middle of your page
- A gallery of app ratings/reviews above your call to action
- Customer reviews next to the contact form on your demo page
What's next for you?
You shouldn't have to scramble for leads, send tons of cold pitches every week, or spend thousands on ads to get disappointing results.
Just imagine if...
- You stopped tweaking headlines & button colors because you weren't sure what to say that'll convert.
- Your ideal client landed on your page, and by the time they reached the end, they knew that you were the one for them
- You started sending prospects to your landing page because you're confident they'll convert.
📌Liked this post? Connect with me on LinkedIn to get more landing page copywriting tips :)
Also posted here.