The point is: Instead of wasting your reader’s time with feature-speak, tell them the benefits of your offering’s features. Tell them what pain points you can solve. Tell them how you can make life simpler, easier, and less stressful. Period.



4. Leverage microcopy



Your call to action button probably works pretty well on its own, but putting microcopy around it can make it even more effective.



What’s microcopy? It’s the little text around buttons that tells a reader a bit more information about what happens when the button is clicked. You can help readers overcome obstacles to conversion with an arrow and microcopy that says “Click here to get started” or “30-day money-back guarantee.”



Help break down the walls to conversion by using this little extra bit of copy to answer questions, to overcome objections, and to nudge readers toward taking action.



5. Include social proof



Last, be sure you have other people backing up your claims of awesomeness. Include testimonials, customer reviews, stats on customer satisfaction--you name it. The more the merrier in this department. All of these elements of social proof boost the credibility of your copy.



Just keep in mind that these often belong below the fold on your landing page--they’re secondary information. Use them to reinforce your copy (without overpowering your main message.)



Improve Your Copy on Landing Pages



Keep these tips in mind the next time you’re writing or revising a conversion-oriented page on your website, and in no time at all, you’ll be getting more click-throughs and converted visitors.



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Have other questions about writing? Let me know. Tweet me @kaleighf.

This article originally appeared in my newsletter, A Cup of Copy. Sign up and get these free tips sent right to your inbox every other Wednesday.

P.S. I was a guest on the GetCredo and CoSchedule podcasts recently--if you're interested in hearing my voice (?) and the story of how I got started freelancing, give these a listen.