Landing page tips you need for conversion-worthy funnels today
Have you ever heard the name of a new business, gotten curious, and visited its website?
Maybe, the website immediately grabbed your attention and inspired you with the founder's story. Or, maybe, you scrolled across the entire page and read thick, fluffy paragraphs that made no sense before clicking “back.”
One of these landing pages could win you as a customer. The other probably wouldn't.
But how do you build a good landing page — especially if you don't have extensive coding experience and a keen eye for design? Website marketing isn't easy, and the stakes are high, after all.
This is a conundrum we think about often. Mediaberry helps Software-as-a-Service (SaaS) companies market themselves daily, and we've certainly learned a lot from our work.
In this article, we'll share some actionable tips that will help you craft a landing page visitors will love. So, without further ado, let's go!
Mediaberry's landing page success story!
Before we dive into the nitty-gritty of landing pages, it's crucial you know how important they are to Mediaberry.
Back in July of 2018, Mediaberry's founder, Mark, was just starting his freelancing career. In an attempt to market himself, he accidentally created his first landing page. This page is long gone now, but it looked like this:
Mark wasn't a marketing expert at the time. He was trying to build a website design business, and well, he needed a website that showcased his skills.
The result was the Mediaberry website. This website later got Mark his first client:
From here, he went on to build more than 50 successful landing pages for clients.
So, now that we've established that we know a thing or two about landing pages, you're probably getting antsy for our landing page tips. From here on out, we'll focus on the essentials of good sales copy and the elements of high conversion landing pages.
Let's jump into it.
B2B Landing page tips: 5 ways to boost conversions
There isn't some secret formula to writing amazing landing pages that convert everyone who visits them into an instant customer. Similarly, this is by no means an exhaustive list of ways to boost conversions.
However, utilizing as many or all of these landing page tips each time you write sales copy should most likely increase your conversion rates.
So let's get started with tip #1…
Tip #1: Sell a story, NOT a product
Consumers in 2022 have a limited attention span paired with an unlimited level of skepticism. This is a deadly combination that means you need to be smart with your marketing.
Landing page copy written with a goal to sell will just not work in 2022.
Instead, you need to find a story that describes your offer. Now, that doesn't mean you go ahead and create a fake story. That's just going to do you more harm than any good. Your target audience is smart and can sniff out inconsistencies from a mile away.
Instead, all products and services have a story. The best writers find these stories and tell them well. Remember, stories sell better than any other text can!
This article from Entrepreneur states that the “best storytellers achieve the most brand awareness” — and we second that!
Remember the first half of this article? That was us using a (genuine) story to reel you into reading the other part of this post.
Would you be interested in reading further if we just started with something dry and dull?
There are a ton of articles and guides to landing pages, but you're still reading this because it's exciting, right?
Good landing page copy is about finding a genuine and authentic story that describes your offer. Similarly, you need to be consistent throughout your copy — from header to CTA!
Pro Tips: Podcasts are a great way to tell your customer's stories. And they're super easy to implement. First, hone in on your niche and target audience, then pick a podcast hosting platform, and voila! You're now ready to tell compelling stories.
Tip #2: Place your product between heaven and hell
Now, don't write copy that tells your prospect they will go to heaven if they buy your product or hell if they don't — that's just not going to work.
Instead, always place your prospect between heaven and hell. Meaning, portray:
- The heaven of using your product or service
- The hell of continuing to do things the way they currently do them
A perfect implementation of this strategy is in the FHS sales copy from Clickfunnels.
In a similar vein, here's another tip from our friend, The Lazy Writer (Abhijeet Kumar), a clever content marketer. Abhijeet says to take the subtle approach and show visitors your offer. Don't e-force it and let them decide where they want to go.
Create a value proposition that positions your prospect between heaven and hell — the heaven of change and the hell of keeping things the same.
Tip #3: Easy-to-read formatting
As we already mentioned, consumers in 2022 have a limited attention span, and this is changing how people read, interact, and engage with content.
A study from HubSpot states that 43% of people admit to skimming an article blog. This study was back in 2016, and this number is probably much higher in 2022.
Moreover, the whole point of a landing page is to deliver a powerful message efficiently. So, it doesn't make sense to have big content blocks that make it hard for a visitor to read.
Take a look at this post you're reading right now. You will find that we don't make our paragraphs more than two to three lines long. Why? Because it's easy to read a post that uses shorter blocks than big text blocks.
Proper formatting is an essential element of landing page copy. Keep your paragraphs between 2-3 lines, use bullet points, and use formatting to emphasize key points (like what we did with “Key Takeaway”).
For better formatting, we recommend using Grammarly's proofreading software. We've been using it for several years now, and it's great. If you don't like Grammarly, Writer.com is also a fantastic option.
Tip #4: Keep it simple, stupid (KISS)
Source: Agile Leadership
Unless your copy targets a highly technical or corporate audience, sophisticated sales copy that's just dull and boring will not work!
Most marketing agencies charge too little and, as a result, focus on churning more thoughtless words to earn more. However, more words make your offer inefficient, and this reduces conversions!
This is why we charge per project. We hate turning our time and words into a commodity and want to value research and energy over standard words.
Fact: It takes more time to write a compelling sales copy of 500 words over a fluffy copy of 2000 words.
Why? Because clear, easy, and straightforward writing is an art that takes a ton of time, ruthless editing, and skill to accomplish.
Easy and straightforward copy helps the readers to understand the topic without consuming too much of their energy. Fluff just doesn't work.
Tip #5 Use a customer persona
Imagine this: You're thinking about something, and your friend accidentally speaks it out loud. How would you feel? Like they're in your head, right?
That EXACT feeling is how you want to make your prospect feel.
Why? Just because consumers love brands that understand them. As human beings, we like being around people to whom we can relate, and the same phenomenon applies to products we want to buy.
Without customer personas, we can't write sales copy that connects its target, and this is why a customer persona is pretty darn important.
A customer persona is a reference tool that helps a copywriter understand their target audiences — their language, vocabulary, and all the stuff you need to connect to them. Personas look like this:
In our opinion, writing copy without a customer persona results in bad sales copy that doesn't connect to its audience.
Always use a customer persona BEFORE writing landing page copy. If you (or your client) don't have one, make a simple customer persona defining everything you know about your target audience.
Elements that make good B2B landing page copy great:
Now this section may go beyond the copy of a copywriter's job, but we believe a good copywriter should know the ins and outs of a great landing page.
After all, a good landing page is not just about the copy but also about how the design and copy work together to form a powerful funnel.
If you’re a copywriter, use this section to broaden your knowledge of how landing pages work. Trust us, having a good understanding of the schematics of a landing page does wonders for writing compatible sales copy.
On the other hand, if you're a business owner, use the content here as a reference to build or rework your landing page.
Element #1: Unique Selling Proposition (USP)
The foundation of any good landing page is to convey the Unique Selling Proposition (USP) of a product or service effectively.
Your USP should answer the following question:
“What makes my product or service unique to its competitors?”
Take a look at Mediaberry's old landing page copy:
There are a ton of digital marketing agencies in the industry, so to stand out, we decided to position ourselves as “the storytellers of the internet.” This tells our prospects that we offer a unique marketing service as opposed to a generic digital marketing agency firm.
A well-crafted USP clearly sets you apart from your competitors and allows them to understand why they should care about your offer. As a good copywriter, it is your job to communicate this USP in a concise but compelling manner.
Pro Tip: Break down your offer to its most basic level, and then describe exactly how it benefits its prospect — this is your USP.
The USP can be broken down into four major elements of your landing page:
1A. Main Headline
The headline is one of the most critical aspects of your landing page. It is the first thing your prospect will see and read.
As a copywriter, your goal with the headline is to answer the following question:
“Does this message concern the prospect?”
Answer this quickly and undoubtedly for your prospect. It’s vital to clearly define what the visitor will get from that page so they know they are in the right place!
Take a look at Mediaberry's updated homepage (as of early 2022, at least):
We don't mess around, so we stuck to a detailed and straightforward headline. Some agencies use a shorter and easily digestible headline, but in our case, we didn't want to make our prospects spend time learning the ins and outs of our industry.
Instead, we wanted them to know what we are all about instantly, and that is quality link building that gets results.
1B. Supporting Headline
Now, a headline can only say so much — especially if you keep it short. This is where a supporting headline comes in and serves as an extension to the main headline.
The goal of the supporting headline is to merely add an additional persuasive message to support the main headline. In our homepage, it's the “the link building system that you can trust and scale” line.
1C. The reinforcement statement
The reinforcement statement is another headline that reinforces your main heading. The best position for this statement is at the halfway mark of your landing page copy or underneath your main headline.
Take a look at our homepage again. You'll notice that underneath our main headline, we explain in detail what we do. This is our reinforcement statement (and judging by our numbers, it works pretty well).
1D. The closing argument with CTA
The end of your landing page is your last chance to communicate the benefit of your offer. Just like in the reinforcement statement, your goal is to support your main USP.
It’s a good idea to pair this up with a nice CTA that boosts conversions. On our homepage, we chose to devote this section to featuring some of our clients so prospective leads know we have the portfolio to back up our expertise.
Element #2: Hero shot
Humans are visual creatures; this means we are more attracted to multimedia than standard text.
In fact, the human brain processes images 60,000 times faster than text, which means the first thing your prospect sees on a landing page is the image and colors you use.
For example, let's examine Flywheel's current homepage.
The page is a very aesthetically pleasing blue color. This gives it a calming tone, and it makes you pay attention.
One of the first things you notice after the tone is the graphic and the phrase “hey friend.” This image is a gif that demonstrates what Flywheel can do.
We love this landing page because you wouldn't need to read the text to understand Flywheel's USP — they show it to you!
You don't need to build something so robust to get a similar effect, however. Just add splashes of color and turn your big text blocks into images.
Remember: Use images that are engaging, relevant, and consistent with your brand.
Element #3: Social proof
People love reviews because they carry a sense of authenticity that marketing just can't match. They may not believe the things you say about your product or service, but they'll listen to your customers (especially if they know them).
People's tendency to love reviews isn't a new thing, either. Back in 2014, 88% of consumers trusted reviews as much as personal recommendations — that’s massive!
These stats state that visitors are most likely to convert into consumers if they see an online review or testimonial on your landing page.
Mediaberry's been leveraging reviews since the start, and it's definitely paid off. If you went to our old homepage and scrolled down, you'd find this review:
This testimonial is powerful because it proves that other clients appreciated us enough to endorse our services publicly.
Now, there are many ways to show social proof:
- Customer testimonials or reviews
- Customer count: the size of your customer base
- Social signals: your social media reach?
- Features: Any features on popular blogs or websites
- Awards and recognition
In our opinion, social proof is a powerful, persuasive tool that works great to build trust and authority with your prospect. As a team of expert marketers and copywriters, we always create a section that covers social proof. We recommend you do, too.
How to optimize your landing pages
By now, you should have a firm understanding of what makes a good landing page and what are the elements that boost conversion rates.
However, don't expect to strike gold (read: xyz% conversions) on your first try.
Back in 2017, the best landing pages converted at about 27.4 percent. However, the rest fell much lower between a median of 2 to 6 percent conversion rates. This range changes between industries, too.
According to a Statista study of 22 billion website visits by 1 billion shoppers in 2021, the highest conversion rate is in the food and beverage industry (5.5%). Other industries can expect rates like these:
To be honest, it takes a lot of fine-tuning to create high conversion landing pages that can win you customers consistently. Improvement is key to the success of landing pages.
If you notice the performance of your landing pages stays the same, you’re simply not collecting enough data and, more importantly — improvising.
This section is dedicated to the fine-tuning of landing pages. It will give you the best ways to optimize your landing page copy. So, let's get into the details.
1) A/B testing your landing page copy
Source: Crazy egg
A/B testing is the act of simultaneously experimenting with two or more landing pages to see which performs or converts the best.
Despite the name “A/B test,” this experiment can be conducted with as many pages as desired. Now, most people choose to A/B test their landing pages solely on design elements.
Design plays a huge role in landing page copy. However, the actual copy of the landing page is equally as important and can deliver similar huge lifts in conversions!
Even the slightest copywriting tweak can significantly improve your conversion rate.
Here are a few copywriting A/B tests to boost your conversions:
- Page headlines
- Form headlines
- Button copy
- Changing the reader's perspective
- Using different social proof
- Testing long and short copy
This list is definitely not exhaustive as the possibilities are endless. Consider what the most important elements of your page are, and test them too.
In a nutshell, you merely create various versions of your landing page for A/B testing.
Your primary goal is to find the champion landing page or the best conversion page. Furthermore, you can challenge this page with another variant called the challenger page and keep working your way till you’re satisfied with the conversions.
We won't cover how to do A/B testing, as that's quite frankly beyond the scope of this article. However, this article by Neil Patel is a complete guide to A/B testing a landing page using tools like Crazy Egg.
On a similar note, we recommend the following tools to create landing pages that hold up to testing:
- Divi Elegant themes: Divi is a beginner-friendly visual builder that lets users build beautiful websites.
- Thrive themes: A marketing-focused website builder that helps amateurs create awesome websites. There’s literally a tool for everything, not just website design (think: CRO tools).
- Elementor Pro: Another SEO-friendly theme that works out great to build beautiful WordPress websites. Plus, this theme doesn't use any shortcodes, so you can expect to easily transfer it to a custom-coded website.
We've had positive experiences with these in the past, so if your page isn't getting results, they're worth a shot.
2) Be minimalistic
As mentioned before, keep it simple, stupid!
When your prospects arrive on your landing page, your goal is to deliver a powerful message in the most efficient manner possible. Everything from the design to content needs to be concise and minimalistic.
Some landing page copy tries to do too much. This ends up being counterintuitive and overwhelms visitors with too much information. Remember, the more you add, the less likely your customers will convert.
So, if you think your landing has too much going on, either in design or copy — it's purging time!
We highly recommend using landing page builder tools to build sleek and professional landing pages without much tech headache.
3) Try exit popups
At times, your prospect needs a little more convincing, especially just BEFORE they try to leave your page.
We love exit popups as they are much less intrusive (more importantly, much better at conversion-boosting) than pop-ups that jump out at you when you first enter a page.
Take a look at Brian Dean’s old exit pop-up, for example.
This pop-up does a great job of incentivizing prospects to share their email in exchange for Brian's helpful ebook. We wonder how big his email list is…
So if your landing page isn't doing as well, fit in an exit pop-up. Use compelling visuals paired with a strong headline and CTA and test the difference.
It's also a good idea to spice up the exit popup with an offer your prospect most likely wants, like a discount, ebook, gift, etc. You never know; this could be the “thing” that keeps them on the page.
3) Edit ruthlessly
After creating a landing page, many people barely proofread and optimize it. By optimization, we mean proofreading and ruthlessly editing it to make the copy better. Remember, no matter how good the copy, you can always make it better (i.e., there is no perfect). What's more, you can use grammar checker tools like Grammarly to edit the copy at speed.
Winding Up On B2B Landing Pages
Landing pages are great, especially if you want to grow your online business, but they need to be done right.
Remember, the internet in 2022 is the most crowded space on earth. So, it's going to take a lot of fine-tuning to write a landing page that connects to your target audience. The next time you set out to build landing pages or simply rework your existing pages — make sure to keep a few of our tips in mind.
Thank you for reading this article. Have you created a landing page? What techniques do you use to write your sales copy? What is your conversion rate? Please tell us in the comments below.