Landing pages matter. Depending on how you’ve structured your digital marketing strategy, they might be an important component of your traffic generation and conversion optimization campaign – or they might be the linchpin on which the rest of your strategy is built.
Write Better Landing Page Copy for Your Startup
There are many ways to improve a landing page, from improving its loading speed to simplifying the forms your visitors will need to fill out. But one of the most important strategies is writing the right copy.
How can you write better headlines and sales copy to get your visitors to convert?
Know Your Target Audience
Everything starts with knowing your target audience. If you try to write a landing page for a general audience (i.e., “everybody”), you’re inevitably going to fail. The more generic your writing is, the less relevant it will be to most of your readers.
Instead, it’s better to write for one specific group of people – and understand what makes those people tick. What is their education level? What kind of vocabulary do they use? What are their values and highest priorities? How can you speak to them directly? Use your demographic research throughout all of your copywriting tactics.
Start with the Headline
It shouldn’t surprise you to learn that headlines are some of the most important pieces of copy on your landing page. They’re often what visitors will see first, so they’ll form a first impression. They’re also highly likely to get read; even though visitors have short attention spans that force them to glance over most of your writing, they’ll pay close attention to the headlines.
Your headlines should be short, punchy, and full of specific information. Don’t bog them down with extended descriptions, and don’t confuse your readers by including ambiguities. Instead, be direct and descriptive without writing more than 5-10 words.
Optimize for Attention Spans
Human beings have short attention spans. You can write a novel’s worth of information for your visitors, but if they don’t read it, it’s not going to matter.
Accordingly, all your copy should be written with short, fleeting attention spans in mind.
- Include the most important information first. Assume that your readers aren’t going to read everything you’ve written. Under this assumption, it’s important to include your most important information as early as possible in your writing.
- Keep sentences short. It’s also a good idea to keep your sentence short. If they run on too long, your readers could lose interest (or lose the point).
- Keep paragraphs short. Similarly, keep your paragraphs short. There should only be a few sentences in each section.
- Improve formatting. Clearer formatting can make your text more readable. Ensure to break your lines up with bullet points, numbered lists, and bold and italic formats.
- Improve spacing. Keep your sentences and sections spaced out as much as possible. Negative space works in your favor when it comes to reading comprehension.
- Link to further reading. If you want to include more facts and information, link out to other resources for further reading.
Emphasize the Benefits
Many brands have an initial temptation to fill their landing pages with lengthy descriptions of features – the cool things about your products that make them unique.
And this instinct is, in some ways, a good one. It makes sense that you’d want to highlight all the interesting elements that make your product better than your competitors’ products.
However, it’s often more persuasive to list the benefits of the product. Instead of telling people what this product does, tell them how this product will improve their life.
Instead of saying that your vacuum is cordless or more powerful, talk about how it’s more convenient and that it can clean floors in less time.
While writing copy for your landing page, speak directly to the reader. Use words like “you” and “your” and avoid talking too much in your own voice as “I” or “we.” It makes the narrative much more compelling and draws people in.
Water Down Your Vocabulary
For the most part, you should water down your vocabulary a bit. Unless you’re talking to an audience of seasoned technical experts, nobody wants to read jargon or complicated words.
It’s easier and faster to get your point across with simple terminology – and you’ll likely win over more customers in the process.
Eliminate Passive Voice
You should be writing in an active voice, not a passive one. With active voice, your sentences contain an agent committing some action. With passive voice, the action takes center stage, while the agent is simply a recipient of that action.
For example, active voice is clear in the sentence, “10,000 people need a product like ours.” Passive voice is prominent in the sentence, “Products like ours are needed by 10,000 people.” It’s a subtle change that can make your copy much more persuasive.
Incorporate Psychological Tricks
Be prepared to pull out some psychological tricks in your copy as well. For example, if you imply a degree of scarcity, you’ll incentivize people to see your product as more valuable.
You can describe it as a “limited run” or imply that you’re going to stop making the product at a certain point in the future. You can also incentivize more conversions by implying a degree of urgency, like with a discount that expires in the near future.
End With a Strong Case
Just as it’s important to start with a strong headline, it’s important to end your landing page with a strong case. Some visitors will skip the middle section, looking at the top and bottom for the high points – so this is important for full readers and skimmers alike!
Provide visitors with a concise review of the top benefits of this product or give them a bottom-line benefit (like saving a specific amount of time or money). If you’re sufficiently persuasive, it should capture a significant share of visitors and get them to convert.
Take the time to review your copy thoroughly – and have multiple other people review your work as well. If a visitor catches even a single spelling error or grammatical mistake, they may walk away with a negative impression of your brand.
After all, if you let such a glaring error slip in your landing page, you’re probably committing errors in production and distribution as well. Don’t let silly, small mistakes bog down your message.
Many pieces of advice in this article are broad fundamentals, which can help improve almost any kind of landing page copy. However, landing page copywriting is as much art as it is science – and it’s not always clear what types of statements or headlines will work best.
If you want to get the best possible results for your landing page, you’ll need to experiment with a multitude of variations. Test out multiple versions of your best headlines and stick with what works best.
Don’t Rely on Copy Alone
Finally, don’t rely on the copy alone. That may seem like strange advice in the middle of an article that’s all about writing better copy for landing pages, but it’s true. Effective headlines and lists of benefits can help persuade even a reluctant audience to buy your products or sign up for more information.
Still, to seal the deal, you’ll need to include photos, videos, and easily workable forms, menus, and buttons. Keep working on your landing page after your initial rounds of writing are complete.
With better headlines, neat lists, and a rotating selection of body copy, your landing pages will be much more effective. Just make sure you measure as many variables as possible, including the average time spent on-page and, of course, conversion rates.
Only with the data will you be able to definitively prove your strategies’ effectiveness – and guide future positive changes.
Image Credit: anna tarazevich; pexels; thank you!
Fintech Kennek raises $12.5M seed round to digitize lending
London-based fintech startup Kennek has raised $12.5 million in seed funding to expand its lending operating system.
According to an Oct. 10 tech.eu report, the round was led by HV Capital and included participation from Dutch Founders Fund, AlbionVC, FFVC, Plug & Play Ventures, and Syndicate One. Kennek offers software-as-a-service tools to help non-bank lenders streamline their operations using open banking, open finance, and payments.
The platform aims to automate time-consuming manual tasks and consolidate fragmented data to simplify lending. Xavier De Pauw, founder of Kennek said:
“Until kennek, lenders had to devote countless hours to menial operational tasks and deal with jumbled and hard-coded data – which makes every other part of lending a headache. As former lenders ourselves, we lived and breathed these frustrations, and built kennek to make them a thing of the past.”
The company said the latest funding round was oversubscribed and closed quickly despite the challenging fundraising environment. The new capital will be used to expand Kennek’s engineering team and strengthen its market position in the UK while exploring expansion into other European markets. Barbod Namini, Partner at lead investor HV Capital, commented on the investment:
“Kennek has developed an ambitious and genuinely unique proposition which we think can be the foundation of the entire alternative lending space. […] It is a complicated market and a solution that brings together all information and stakeholders onto a single platform is highly compelling for both lenders & the ecosystem as a whole.”
The fintech lending space has grown rapidly in recent years, but many lenders still rely on legacy systems and manual processes that limit efficiency and scalability. Kennek aims to leverage open banking and data integration to provide lenders with a more streamlined, automated lending experience.
The seed funding will allow the London-based startup to continue developing its platform and expanding its team to meet demand from non-bank lenders looking to digitize operations. Kennek’s focus on the UK and Europe also comes amid rising adoption of open banking and open finance in the regions.
Featured Image Credit: Photo from Kennek.io; Thank you!
Fortune 500’s race for generative AI breakthroughs
As excitement around generative AI grows, Fortune 500 companies, including Goldman Sachs, are carefully examining the possible applications of this technology. A recent survey of U.S. executives indicated that 60% believe generative AI will substantially impact their businesses in the long term. However, they anticipate a one to two-year timeframe before implementing their initial solutions. This optimism stems from the potential of generative AI to revolutionize various aspects of businesses, from enhancing customer experiences to optimizing internal processes. In the short term, companies will likely focus on pilot projects and experimentation, gradually integrating generative AI into their operations as they witness its positive influence on efficiency and profitability.
Goldman Sachs’ Cautious Approach to Implementing Generative AI
In a recent interview, Goldman Sachs CIO Marco Argenti revealed that the firm has not yet implemented any generative AI use cases. Instead, the company focuses on experimentation and setting high standards before adopting the technology. Argenti recognized the desire for outcomes in areas like developer and operational efficiency but emphasized ensuring precision before putting experimental AI use cases into production.
According to Argenti, striking the right balance between driving innovation and maintaining accuracy is crucial for successfully integrating generative AI within the firm. Goldman Sachs intends to continue exploring this emerging technology’s potential benefits and applications while diligently assessing risks to ensure it meets the company’s stringent quality standards.
One possible application for Goldman Sachs is in software development, where the company has observed a 20-40% productivity increase during its trials. The goal is for 1,000 developers to utilize generative AI tools by year’s end. However, Argenti emphasized that a well-defined expectation of return on investment is necessary before fully integrating generative AI into production.
To achieve this, the company plans to implement a systematic and strategic approach to adopting generative AI, ensuring that it complements and enhances the skills of its developers. Additionally, Goldman Sachs intends to evaluate the long-term impact of generative AI on their software development processes and the overall quality of the applications being developed.
Goldman Sachs’ approach to AI implementation goes beyond merely executing models. The firm has created a platform encompassing technical, legal, and compliance assessments to filter out improper content and keep track of all interactions. This comprehensive system ensures seamless integration of artificial intelligence in operations while adhering to regulatory standards and maintaining client confidentiality. Moreover, the platform continuously improves and adapts its algorithms, allowing Goldman Sachs to stay at the forefront of technology and offer its clients the most efficient and secure services.
Featured Image Credit: Photo by Google DeepMind; Pexels; Thank you!
UK seizes web3 opportunity simplifying crypto regulations
As Web3 companies increasingly consider leaving the United States due to regulatory ambiguity, the United Kingdom must simplify its cryptocurrency regulations to attract these businesses. The conservative think tank Policy Exchange recently released a report detailing ten suggestions for improving Web3 regulation in the country. Among the recommendations are reducing liability for token holders in decentralized autonomous organizations (DAOs) and encouraging the Financial Conduct Authority (FCA) to adopt alternative Know Your Customer (KYC) methodologies, such as digital identities and blockchain analytics tools. These suggestions aim to position the UK as a hub for Web3 innovation and attract blockchain-based businesses looking for a more conducive regulatory environment.
Streamlining Cryptocurrency Regulations for Innovation
To make it easier for emerging Web3 companies to navigate existing legal frameworks and contribute to the UK’s digital economy growth, the government must streamline cryptocurrency regulations and adopt forward-looking approaches. By making the regulatory landscape clear and straightforward, the UK can create an environment that fosters innovation, growth, and competitiveness in the global fintech industry.
The Policy Exchange report also recommends not weakening self-hosted wallets or treating proof-of-stake (PoS) services as financial services. This approach aims to protect the fundamental principles of decentralization and user autonomy while strongly emphasizing security and regulatory compliance. By doing so, the UK can nurture an environment that encourages innovation and the continued growth of blockchain technology.
Despite recent strict measures by UK authorities, such as His Majesty’s Treasury and the FCA, toward the digital assets sector, the proposed changes in the Policy Exchange report strive to make the UK a more attractive location for Web3 enterprises. By adopting these suggestions, the UK can demonstrate its commitment to fostering innovation in the rapidly evolving blockchain and cryptocurrency industries while ensuring a robust and transparent regulatory environment.
The ongoing uncertainty surrounding cryptocurrency regulations in various countries has prompted Web3 companies to explore alternative jurisdictions with more precise legal frameworks. As the United States grapples with regulatory ambiguity, the United Kingdom can position itself as a hub for Web3 innovation by simplifying and streamlining its cryptocurrency regulations.
Featured Image Credit: Photo by Jonathan Borba; Pexels; Thank you!