10 Copywriting tools for your landing page optimization toolbox

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Sometimes we all wish we had a magic wand to wave over our page to create the perfect storm to generate an influx of returning customers and sell our product. As if that tool actually existed. But what if it did? What if you had a tool for every step of creating online copy that would actually draw in your customers and keep them engaged on your page? Generating the appropriate and eye-catching copy is not always easy. However, your proverbial toolbox awaits below with ten of the most useful tools to create a truly perfect, optimized landing page.

1. The Attention Grabber

This tool is excellent for drawing in your visitors. When it comes to an engaging header, having an attention grabber gives you permission to go a little crazy and have fun; you can even use your sense of humor to get the attention of your visitors. Remember, your goal is to keep your visitors engaged so you can get them to the point of conversion. Just make sure your header fits under the following criteria for ultimate engagement:

Headlines are…

  • specific

  • clear

  • focused

  • capitalized

  • unique

  • visually appealing

  • avoid punctuation that stops the flow of your idea

2. The Action Caller

Utilizing the call to action tool to its fullest can be intimidating at first, but it is one of the most effective ways to reign in your customers. Some copywriters feel that it is too much to use a call to action, because they are afraid they may sound as if they are pressuring their visitors. However, you need to find a healthy balance that is assertive, but remains professional and welcoming. Simply use a commanding tone and tell your potential customers what they should do. You must remain strong, constant, and in the moment in order to have the proper conversion.

3. The Proposition Creator

As a copywriter, you must create a unique selling proposition. Your visitors will trust your product once you use a thoughtful idea that makes your product better than your competitors. Visitors will appreciate a clear and focused proposal that gets right to the point.  Maxwell Systems Construction, construction software provider, has an amazing proposition.  Their featured slider supports to-the-point copy that states exactly what their product does and how clients benefit.  They could maybe consider specifying “construction” though.

4. The Value Measurer

This pairs well with creating a one-of-a-kind selling proposition. By writing engaging copy, you can show your visitors the value of your product just by using driving words and ideas. It doesn’t always have to be a promotion or discount for your product. You can entice your visitors by simply being intriguing. Think of your visitors as selfish. If they feel that they are not getting anything by visiting or getting involved with your product, they will leave. Captivate them with what you have to say about your product.

5. The Second Person Copy Wand

It’s all about your visitor. Build a connection with your visitors by writing copy in the second person. Using “you” will help them visualize how they can use your product or service. Keep your language persuasive and simple. Personalization is popular among customers and they will trust your product more, because you included them into your world.

Small brands really benefit from this approach.  Kountry Kraft is a local furniture business.  As a result, they are capable of really portraying themselves as a company with a real face; there to support “you.” Check out their homepage copy to really get an idea.  It really kicks on with this statement: “Our business is not solely about making money; it is about you, the customer.  We want to do everything we can to fulfill your specific needs and make your home more comfortable, more beautiful, and easier for you to live in day-to-day.”

6. The Friendly Generator

Make sure your visitors like you. Your goal is to make your potential customers feel welcomed and not uncomfortable or bored. Pretentious and formal copywriting can scare away your business. Stay true to your product by keeping your copy substantial, informal, and engaging.

7. The Repeater

One of the best tools for persuasive writing is repetition. You can use this when incorporating your call to action in headings and keywords to create a sense of trust in your visitor. This familiarity will help your product stand out and generate a lasting memory for your customer.

8. The Fluff Minimizer

Stay out of the trap of filling space with unnecessary copy. Do not catch yourself trying to make a keyword fit by writing on tangents. Edit your copy and get rid of the “fluff” stuff. Have a professional copywriter or editor give your writing a second glance to eliminate the redundant.

9. The Copy Breaker

Less is more. Break up your copy with visual cues like images and bullet points. Walls of text can overwhelm your visitors and deter them from reading anything on your page. Try to keep your writing to about 100 words per paragraph. This way, your visitors can scan the writing and feel more intimate with your product.

10. The Showcaser

Ultimately, your goal is to convince your visitor to buy your product. Creative writing is engaging and clever; however, your end result is to generate persuasive copy that showcases the value of what you’re selling. Remember, the focal point of your page is your product. Keep it engaging, valuable, and memorable.

Author bioShane Patrick Jones is a CRO and Conversion Design expert who loves to share his inspirations and opinions on all design related matters.  Follow Shane on Google+ and Twitter.

Catalin is the founder of Mostash - a social marketing boutique - and he's always happy to share his passion for graphic design & social media.