The use of language on landing pages

The use of language on landing pages

Alex Wilson | 15/09/2010

Landing pages are a way to connect with your user. It is your one chance to convince them that they should pay attention to what it is you are selling. Considering you have nano seconds in the age of the web to do this, there are some extremely important factors you must be aware of if you wish to survive and a key one is language. Starting from the PPC (for sake of discussion) through to the landing page they arrive at – your users are already getting swayed/pushed away by the language you are using.

By understanding how to speak to your audience, you hold a much stronger chance of them listening and in turn purchasing what you have to offer.

How do people say things?

When writing on a topic, think about things people say and how they say it. If the customer can see their preferred wording/manor of talking in your landing page, you conversion chances are significantly higher (albeit this does not work in all scenarios, so please just take this with a grain of salt) than if you spoke like someone looking down on your visitor.

A great example is selling a FMCG online, bought by everyone. If you have two primary buyers, for instance the elderly and a youth market – language that you use to talk to the elderly may seem authoritative to them and increase conversion but may be old fashioned and totally out of touch for the youth market.

You are selling a solution to their problem

Often people list only the benefits of a product. They may be very factual benefits, though what a user often connects with is a solution. They don’t want to know the basic benefits, they want to know what you will help them with and the perceived benefit to their life.

This means that you must use language that captivates their idea of a solution, tells them how it will be fixed and help them picture your product helping them through emotive language.

Telling people what you want them to do, don’t beat around the bush

If you want them to click your ad, tell them to ‘click here’. If you want them to sign up to your newsletter, circle the sign up box and tell them to ‘sign up right now’. You would be surprised the increase in your conversions when telling the user exactly what to do over beating around the bush.

A few pointers for language and how it can increase conversion

Here are a few take away tips for the use of language in landing pages and advertising collateral.

• Talk to the user directly. Say ‘you will love this’ not ‘people love this’.
• If they found you via Google, be sure to insert the phrase that triggered your ad into the headline of the landing page. It can help customize the users first impression.
• Be factual and avoid airy statements. Use very simple language that is direct, easy to understand and easy to follow when it comes time to convert.
• Your first paragraph is the one chance you have to get their attention. Be sure to have your ‘elevator statement’ tightly written. You need a way to convince them in one line that you are worthy of more attention.
• Avoid elusive wording. If the table is made of hard wood, tell them ‘Made from solid hard wood’ as opposed to saying ‘a beautiful wood that is sturdy and strong’.

tags: Online Marketing