A couple of months ago we started creating landing pages to drive visitors that are looking for engineers in Google. For better rankings, we’ve created copy-heavy pages.
For example, this page perform well in search after just a few weeks
but conversion is low compared to other landing pages
Joanna Bain (Wiebe), a founder of Copy Hackers, gave great advice on the ways we can better convert visitors on that page.
- How to move visitors from solution aware to product aware by the end of the page. You need to give enough but not too much information to get them converted.
- “List, offer, copy” framework.
- How to hook readers at the very beginning. SEO copy doesn’t do that well.
- Instead of solving “Google problems,” we should reflect potential customer’s problems in the copy.
- The buttons don’t look like buttons. Make them clickable and add action words, like “hire” or “get.”
- Treat the top of the page copy as a separate landing page. Reframe it and make the target audience’s problem clearer.
- Don’t use banners.
- Don’t use multiple offers on the page. Optimize only for only one action you want the user to take.
- Add one more section where you talk only about your product.
Here is the full video of her review. I hope you can apply this advice to your landing pages.
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