SEO Copywriting

5 Essential SEO Copywriting Elements For A Better Landing Page

Copy tests are very easy, and that’s the best thing about them. But I’m not saying that SEO Copywriting is easy, in fact. It’s very hard.

What I’m trying to say is that testing copy as an element of your homepage is one of the easiest tests that you can do actually to move the needle

Your offer could be the most compelling, but your prospect won’t accept it if you don’t make it convincing and straightforward to understand.

You are often too close to your copy efforts. To get more direction, you should first collect qualitative insights from users (eye-tracking, user surveys, etc.) before you start to alter all the content on your site.

Copy is essential, but not all copy should have the same importance. This checklist will help you identify the most effective copy on your pages.

1st SEO Copywriting Element to Test : Headlines

Your headline is the most compelling element on your page. It is often the first thing a visitor sees. Visitors are trained to search for headlines, so make sure it drives them to convert.

Marketers love to be cute in their headlines. But clarity is what visitors want most.

Your headline must answer two critical questions:

  1. What is it?
  2. What does it do?

Headlines that fail to answer these questions almost always result in lost conversions.
Another rule of thumb is that if a person cannot tell you what your business does after looking at your page for five seconds, you need a better headline.

The headline should explain both the business’s purpose and its potential benefits. If you land on the page, even if you don’t know the brand, you will quickly understand what the business does.

Take Action

If your headline doesn’t answer these questions…

  1. What is it?
  2. What does it do to me?

…about your offer–you can have your next split-test (or use tools for user feedback).

2nd SEO Copywriting Element to Test : Sub-Headlines

A sub-headline on your page is an equally important piece of content for the same reasons as the headline.

Sub-headlines have the added benefit that they are close to a most critical element. Therefore, it is vital that you test your message.

You should ensure that your sub-headline is not larger than the headline. Also, the content must be a direct extension of the headline. The headline is supported in the sub-headline.

Take Action

You can break up long headlines by putting some of them in your sub-headline. This is why? This…

  • Meets your user’s expectations 
  • Maintains your message
  • creates a solid visual hierarchy

…keep the user interested in the most important message that they see.

3rd SEO Copywriting Element to Test : Bullet Points

People don’t have the time or patience to read. They skim and move onto the next thing.

Your visitors’ attention will vary depending on your industry, but it is evident that people want to consume content quickly and easily.

Because bullet points work, they are one of the favorite methods of displaying content on landing pages.

If you do not use bullets on your website, I recommend running a split-testing immediately between your current layout and a new layout that uses bullet points.

Bullet points are, by design, short and concise. They must convey clarity and persuasion with a single punch. Although this is difficult, it can make a big difference!

But it’s not enough to switch to bullet format. To get the best out of your pages, you need to polish your copy!

Action Item

Start immediately if you don’t use bullets. It would be best if you also considered other things beyond the copy.

  • Bullet Icons (Optimizer Ton Wesseling stands by the green checkmark)
  • Copy length
  • Number of bullets

The first step is to reduce your copy. Next, you need to make the bullet sections visually appealing.

4th SEO Copywriting Element to Test : Captions

Your captions are the text that you place under your images. We’ve found that captions, regardless of their size, get the most attention to your site. Sometimes, 300% more.

Eye-tracking has shown that people tend to focus on images and then headlines. We are trained to search for images, especially images of people. Captions have the benefit of eye-tracking and images, and can be used to help visitors understand the image they saw.

You should not overlook captions. Try out different variations. You’ll be happy you did. If you have trouble writing captions, check out this article by Conversion Scientist Brian Massey.

Take Action

Add captions to your images

  • Use “intent driving” copy
  • Do not just describe the image, but also explain its value
  • Your caption should incite action

5th SEO Copywriting Element to Test : Call-to-Action

Your call to action (CTA) is undoubtedly one of the most essential parts of your page’s copy.

Over the past two years, I have seen fewer generic CTAs than I did in the past and more specific CTAs.

  • Verbs
  • Ownership
  • Persuasive adjectives

The CTA “Get Your Free eBook,” for example, is more likely to be successful than the CTA “Submit.” However, there will always be outliers. It is essential to ensure that your CTA incites action and does not create more confusion.

There are many other elements that you can test when it comes to your CTA.

  • Location
  • Color
  • Style

You get the idea.

These changes will make a big difference. The copy needs to be perfected first. Next, test all design-based variables.

Take Action

You don’t have to keep your CTA just because it “works fine.”

You can also try out descriptive CTAs that stand out or set user expectations.

Remember to keep your promises. A CTA that states “Buy Your Product Now” should not send them to a page that says “Create Your Profile.” That is an abandonment waiting to happen.

These five copy elements are the most important to test on your website.

These are some things to keep in mind when you’re looking at landing pages. This will make it easier for you to increase conversions. Have fun with your testing!

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