Writing effective landing page copy is a little different than writing, say, a blog post. There are some landing page copywriting nuances that, though seemingly minor, have a huge impact on conversions. So if you’re looking for the quickest way to create a great landing page, invest your time in creating copy that follows these landing page copywriting best practices.
The Breadcrumb Technique is literally the landing page version of the “Yes Ladder”.
It’s the art of eventually getting to what you want (the conversion) as a marketer, by getting visitors to accept/say yes to much smaller requests first. By asking your visitors questions with fields that are easy to answer and allow them to stay anonymous, you’ll set yourself up for a higher chance of them to finish the entire conversion process.
Meanwhile, roughly 90% of people assume that testimonials found inside of marketing messages are “made up.” In other words, while they might trust reviews on an Amazon product page or some other non-sales platform, most consumers do not trust testimonials when they see them on landing pages.
How do we deal with these trust issues as marketers?
A well-designed landing page can make or break a campaign. Sure, your ads or emails might be perfectly optimised, but that certainly does not mean guaranteed conversion once visitors arrive on your site. So what makes an effective landing page?
Here are a few key tips (plus examples) to help.