Producing Copy

By nature of their purpose, landing pages should not have mountains of copy. They are not meant as recreations of your website, but are used to sell the primary benefits of your product or service to the prospect, moving them on in their customer journey (often engage or purchase stages) in the process.  

They also allow you to acquire prospects' contact details in exchange for giving something they deem valuable to them.  This is usually done through some kind of offer such as a discount, webinar signup, or download as discussed in Defining Your Offer.

One important aspect of your landing page is that it should contain no exit links.  An exit link is a link that would allow the prospect to leave your page and visit another part of your website.  Your goal with your landing page is to keep the prospect focused on what you are offering them - not to have them get distracted.

Your landing page should describe:

  • The pain or problem of the prospect

  • The offer you are using to move the prospect to the next stage in their customer journey

  • The benefits to the prospect of engaging with your offer

The main copy of your landing page should be based on your Value Proposition (see the Product & Service Analysis topic) and consist of the following items:

  1. HEADLINE

  2. SUB-HEADING

  3. DESCRIPTION OF YOUR OFFER (inc. FEATURES)

  4. BENEFITS

  5. TRUST SECTION

  6. CALL TO ACTION

As your landing page is effectively an advert being used to get prospects to engage with the content, it should follow the AIDCA principle.   This acronym, AIDCA, is known as the psychology of selling and stands for Attention, Interest, Desire, Caution, and Action.  It represents the psychological steps that buyers go through when engaging with advertising content.

MAPPING THE A I D C A PRINCIPLE TO YOUR LANDING PAGE COPY

AIDCA Step

Description

Attention


This is your attention grabbing headline and/or image.  It's the part of your landing page (or advert/email) that catches the eye of the prospect.

If your landing page is being used to offer a free trial, or to encourage the prospect to purchase then your HEADLINE will come directly from your Value Proposition.

However, if you are offering a piece of high-value content then you should consider coming up with a catchy headline that refers directly to the content you are offering.

Interest 


By this point you have your prospects' Attention, now need to speak directly to their pain or problem using their language to create an Interest in what you have put in front of them. 

Your SUB-HEADING will summarise in a few words or one sentence what your core message is - what is it you want your prospect to immediately understand within the first few seconds of engagement? You should focus on why they need what you are offering them.

You should refer back to your Content Ideas table to see what you defined as your core message for the appropriate stage in the customer journey. 

Desire 


You have grabbed the attention of your prospect and peaked their interest, now you need to create a desire within the prospect by describing to them exactly what you are offering and what the benefits are of them engaging with your offer.

You should first give a brief DESCRIPTION OF YOUR OFFER using one or two sentences which may include any FEATURES of your product or service.

Tell the prospect what the BENEFITS are of your offer.  So if you are offering a piece of high-value content, state what benefits the prospect will experience from engaging with it.  If your offer is for a webinar sign-up, state what benefits the prospect will get by taking part. And if your offer is for a product-trail or to purchase your product or service outright then say what benefits the prospect will experience by doing so (as you defined earlier in your Value Proposition).

Caution 


At this point, the prospect may understand your offering, and may even believe it would be beneficial for them, but they might have certain concerns about committing. Depending on the offer, these remaining concerns could be around a number of issues including; time commitment, quality, cost, trust, reputation, etc. 

Think about what unanswered questions prospect's may have that could cause caution or doubt. Then add a TRUST SECTION into your landing page to address the possible concerns. You may want to look at what Objections you stated in your Content Ideas table for this point. It is for this reason you often see big brand logo's on the front page of service providers websites or landing pages - they are addressing trust issues by showing reputable companies who work with them. 

Other tried and tested techniques are to use quotes from satisfied customers saying how great, easy, low cost, valuable etc, their product or service is. Not all copywriters and ad designers include the Caution step in their advertisements, but we recommended you do so for the reasons stated above.

Action

What action do you want the engaged reader to take?  Clearly identify your CALL-TO-ACTION by instruction the prospect what you want them to do next. 

Below is an example from Moz Pro of how they have used the AIDCA principle, combined with their Value Proposition to create a compelling landing page advert.  As you can see from the advert, it's purpose is to move the prospect on to the Engage stage of the customer journey by getting users to sign up for a free 30-day trial. However, in their case, they decided not to use Caution section of the acronym.

Capturing Details

You may also want to capture the contact details of your prospect so that you can re-market to them at a later date via email.  

Many landing pages request some form of contact information before the viewer can engage with your offer.  This may or may not be applicable to all of your landing pages depending on their purpose.

Some contact details may be more valuable to the visitor than others, for instance, email addresses are likely to be given more freely than telephone numbers, so this also needs consideration depending on what your mechanism (offer) is - What's it worth to the visitor?

Take some time and study the landing page example below and see if you can identify all the different aspects of the Value Proposition, and A I D C A principles described above within the design below.

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