These tips will help you identify the elements that are important to the user and visualize, with examples, possible call constructions
Landing page titles work like a call to an ad: they need to be compelling to capture the user’s attention, spur them on, and ultimately convert. There are some techniques that can be used in landing page titles to achieve greater effectiveness.
A Landing Page’s headline or headline is like the headline of an ad: it needs to be compelling to capture the user’s attention, spur them on, and ultimately convert. A simple word change, tense or information unless – or more – can make a difference for generating Leads.
Landing Pages have some rules, such as highlighting and defining very well what the conversion is. In this post, I’m going to talk specifically about creating phrases that entice the visitor to click on the CTA — another prerequisite. It can be to request a trial, fill out a form to receive educational material or some other action that your company defines as conversion.
These tips by Blue World City will help you identify the elements that are important to the user and visualize, with examples, possible call constructions.
But remember: it’s just testing that you’ll be able to find the best calling option for each Landing Page in your company.
Want to test the tips in practice? Check out some RD Station Marketing Landing Page templates, there are several free and editable templates for you to try and create landing pages at will!
1. Offer a solution
If the user arrived at your Landing Page, it’s because they were attracted by some ad or offer that piqued their interest, right? What benefits of your product or service might he be looking for?
Find a possible user problem that your business has the know-how to solve. From there, produce a concise call with this main benefit.
2. Use words like “free”, “free” or “trial”
Is your company offering educational material for free or providing a trial version of a product?
A great way to spark interest is to make this very explicit in the call.
If your business cannot offer totally free offers but can still give you discounts, an alternative is to make the percentage explicit.
For example: “50% discount for registrations made in July”.
3. Mention a service familiar to users
You are able to increase conversions just by mentioning the name of a product or service that users already know about. It is possible to do this by comparing or even exemplifying the application of the material being offered.
For example: in the Landing Page title below, when mentioning that the presentation is in Power Point, the visitor already feels more familiar with the offer. This makes it easier to visualize what he will find in the content.
4. Name a professional known by the market
If the content or course to be offered is produced by a professional recognized by the market, please do not hesitate to mention his name. Chances of conversion increase considerably!
When people come across well-known references, whether it’s the name of a professional, a company, or a product they’re familiar with, they feel more confident in the offering.
5. Describe what the person will gain from the conversion
In case the intended conversion is the filling out of a form, it is essential to make clear what the user will receive in exchange for this. Remember that you must fulfill this promise after the conversion, otherwise the Lead will feel cheated.
There is some information that actually makes a difference for the reader. The two main ones are what kind of material he will receive and what the content is about.
6. Use numbered lists in the Landing Page title
List is a format that has been shown to increase engagement with blog posts. The reason is that the person has a clear sense of what they are going to read, both in terms of size and content.
You can also bet on lists on your Landing Page titles for the same reason. It’s a way to cut to the chase, and very useful when you expand the content of a blog post while keeping the topic.
In the example below, the company could have opted for an “Amazing Places Guide…” offer. Putting the number, however, shows that there are many places, valuing conversion.
7. Sharpen the reader’s curiosity
A feature often used in advertisements — and that you can take advantage of in your calls — are catchphrases that pique the reader’s curiosity.
By saying that the following content will reveal something important or unknown, expressions such as “discover”, “surprise yourself” and “let us reveal” can have an incredible effect.
In the Landing Page title below, the company offers “the truth” about a subject. It’s a good term that sparks interest and demonstrates authority on the topic.
8. Determine a time period
By establishing a period in which the user can try your product, you give him an extra incentive to convert.
In addition, the information that the product can be easily used is implicit, since the indicated time will be sufficient to test the benefits.
9. Include a subtitle
With the subtitle feature, it is possible to give extra information that can be decisive in convincing the user to click to get the product or service. The advantage is that it is also at the top, highlighted on the Landing Page. Tips for Describing Your Offer on a Landing Page
Avoid the “marketers”
They say that people love to buy but hate sellers. In the online environment the same applies. Don’t try to keep selling on the conversion page, saying how great the products are or how great your company is. Try to avoid adjectives.
Provide objective information focused on your audience’s needs and let them judge if it’s worth it or not.
Use common vocabulary
It is essential to speak the language of your audience and about what can be easily understood by those who are visiting the page.
Be very careful with jargon or technical language used in your industry.
Write fragments or short sentences
People don’t read on the internet, they scan the text. Short sentences will help them better understand your message.
Points in topics with 3 to 7 items are very efficient for this, as they allow you to view the items in question in a simple and clear way.
Use digits instead of long numbers
The numbers, being different from the letters, end up calling a little more attention. They also strengthen the message and make things clearer.
Highlight words that carry important information
Choose a few key words and bold or a different size to show that it really matters.
Use clear titles and subtitles
As we’ve already said, people don’t read on the internet, they scan. Titles and subtitles are the main guides in this process. Don’t waste them.
Use active voice and action verbs
If the intention is to encourage the user to perform an action, this must be made clear to him. Active voice and action verbs always help with this.
Link with your Adwords campaigns
If you are doing an Adwords campaign for this Landing Page, try to use a lot of the keywords purchased and the words chosen for the ad.
This gives the visitor the feeling of being met: what he is looking for is what he found on your page. This is great for your conversion rate and also for paying Google less for the click (by increasing your ad’s Quality Score).
Bonus tip: test all your Landing Page titles
As I said at the opening of this post, more important than applying all the tips is testing. Only then will you know what works for each type of conversion that your company intends to obtain.
Something that helps a lot at these times is performing A/B tests, that is, producing two similar versions of the same page, but with different calls. You can try one with subtitles and one without, for example, or one talking more about the solution and another using the suspense effect. There are many test possibilities for titles!