One of the most important elements of any e-commerce landing page is copy. Crafting and optimizing your landing page copy will result in more website traffic and an increase in conversions. Today, we will be talking about what your landing page is trying to communicate, words to use and to avoid, how to format your landing page copy, and more. First, what is landing page copy? And why is it important? Let's dive in.
The "copy" on your landing page refers to the words and text on your website pages. When it comes to e-commerce websites, you will find large variations of copy depending on the product, company, website, and more. Traditionally, e-commerce landing pages will feature a product and a short paragraph about the product and a short bullet point list of features and benefits.
On the other hand, some websites may feature long-form copy on their product pages. These feature long paragraphs that detail the product features and how customers can benefit by using these products.
Why is it Important?
Whether you decide to go with short, to-the-point copy or long-form, the text on your landing pages is one of the most important elements on your website. This element of your page is what is going to convince your website visitors to purchase your product by touching on what the product is, how it works, and why they NEED it. To put it simply, your copy is a written sales pitch. And as a business owner, you know how important it is to have your sales pitch dialed in and ready to persuade
Your Ideal Purchaser
When carefully crafting your landing page copy and selecting each word with care, keep your ideal buyer in mind. Landing page copy and websites, in general, cannot be one size fits all. In fact, each individual company and website should tailor their content (including copy) to fit their ideal buyer. What copy is going to perform best? That will solely depend on the person who is reading it.
For example, an e-commerce company that sells products to college students should not have copy written by a 50-year-old VP of marketing. It is likely that the copy that they come up with will not resonate and relate to the college students.
The Big 6
You may have heard of the 5 W's before but we like to reference the Big 6. Your copy needs to address each one of these questions:
This is a great rule of thumb for all types of writing. Being persuasive and sales-y is important. However, clarity trumps persuasion. Read that again. You can do everything in your power to convince someone to take advantage of your offer, product, or service. But if it isn't clear what your your products does and how it will benefit the consumer, they will not be interested.
Let's break it down.
- Who- Speak to your audience. We have already broken down the importance of your ideal buyer. Picture your demographic and think about what you would say to them in a conversation. If texting them, would you use lots of emojis? 🤪❤️⏰ Would you keep it professional and straightforward? Use this thinking while curating your landing page copy.
- What- What is your product? What does it help achieve? In this portion, you'll want to keep it simple. What are you offering and what is it going to do to benefit the consumer?
- Where- Where is your product used? Is it location-specific? For example, are you selling something that is used in the kitchen? Are you selling something that is used in rural areas? In the office? Address these questions in your writing.
- When- When is your product or service used? Mornings? Weekends? Winter? Does your product have features that make it more pertinent at certain times?
- Why- This is all about comparison. WHY is your product or service better than the competition? This is a great chance to tell your story and to convince visitors that your product is simply better.
- How- How does the product work? Here, you can lay out step-by-step instructions, a general overview, or a video/graphic showing the product in action. This should be clear and not very wordy.
Get to work!
Remember, the landing page is your sales pitch. Knowing this, it is important to take the time to craft an extremely persuasive product description and put it on a nice, clean landing page.
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