Liston is a conversion optimization and copywriting guru, and he loves to teach businesses how to sell more effectively. He is also the Chief Marketing Officer of Sales DNA – a company that helps businesses get more leads and sales.
Here are his best copywriting practices that convert for landing pages, emails, and ads:
Create a Landing Page that Converts
Landing pages are as different as the people looking at them. Every landing page has a different type of audience, different niche, different goal, and a different product or service. However, there are ways that you can make your landing pages convert visitors to customers. They include:
1. Having Testimonials from Past Clients
Getting people to your landing page is hard. But do you know what’s even harder? Making them stay. When people get to your website, they first want to seek reassurance of whether you are credible and reputable. If your landing page lacks credibility, they will definitely not stay.
A good way to enhance credibility and authority in your landing page is having a third party verification. This may include testimonials and past successful results that will make visitors trust your content, products, or services.
2. Having a Reflective Landing Page
When a person clicks on your ad or email that directs them to your landing page, they already have their minds set on what type of content they are expecting from you. Probably, they have a particular problem in your niche and believe that your content may significantly help them.
Ensure that what you have on your landing page is reflective of what you promised on your ad and email that a visitor clicked on to get to your page. In fact, the headline alone should reflect the intent of why the person is there.
3. Make Them Stay
The more visitors stay on your landing page, the greater the chances of getting more conversions. Don’t give them the opportunity to leave without filling up a contact form or leaving their email addresses. With that said, ensure that you engage your audience with problem-solving content and interesting videos that are relevant to your niche.
4. Include a Call-to-Action
You have produced a great copy for your landing page and maybe included a video too. But that is not enough! You cannot rely on your visitors to take action on their own. That’s why you need to strategically include a call-to-action within your landing page.
Ensure your calls-to-action are brief, clear, and focus on what should be done before leaving the landing page.
Email Copywriting Gets You More Conversions
When it comes to email marketing, copy is one of the biggest determinants of whether your campaign will succeed or fail. A good email marketing strategy can turn your cold leads into paying customers. Here’s how you can achieve that:
1. Write Awesome Subject Lines
An effective email marketing campaign that converts will have attractive subject lines. Perfecting the art of writing great email subject lines can be the fine line between a recipient opening your mails, ignoring them, deleting them right away, or even reporting them as spam.
Recipients will only open your mails if they believe the content inside will be beneficial to them. So make sure your subject line is eye-catching. It doesn’t matter if you include an emoji - as long as people open your emails.
2. Have Engaging Email Content
If you want to increase your conversion rates, then you’ll need to create content that is so engaging and interesting that it converts. Generating problem-solving content will always do the trick. It will ensure your recipients read through the whole email and take the required action.
3. Leave Open Loops
This basically involves opening up a line of thought and failing to close it. It’s provoking, but in a good way, because it piques the recipients' interests and make them click on the links to find out more.
4. Get More Personal
Use friendly and informal tone in your emails as if you are conversing directly with your recipients. This way, people will pay more attention, open, and read your emails.
Don’t sound too sales-oriented - people don’t like it. Instead, focus on building a relationship with your potential client first before trying to sell to them.
Great Ad Copy Strategy that Converts
1. Promote Your Copy on Social Media Platforms
According to Liston, Facebook and LinkedIn are some of the best places to primarily promote your content. However, to get more conversions your headlines should be really catchy and feel familiar to your audience. In addition, you can incorporate images into your copy.
2. Aim for a Longer Copy
Generating a longer ad copy, especially if you’re focused on positioning, can get you more conversions for your website. However, if you are creating longer content, ensure that it is not boring – add a little bit of fun.
Okay, You’re Now Ready
With these copywriting tips from Liston, you are now ready to embark on your journey of getting more conversions and sales.
However, copywriting is never a “once and done” process. You need to constantly update yourself on the best and latest practices. Enjoy the conversions.
About Liston Witherill
Data-driven digital performance marketer. I drink too much coffee and lift heavy weights when I'm not at my desk. Talker. Love to sell, tell stories, and teach what I know.
Back in 2014 I ran marketing and sales for a $10M consulting firm. While there, one of the levers I pulled was digital marketing. After studying it relentlessly, I found out how much I loved digital marketing and sales to help grow businesses.
Fast forward. Now I help digital products increase their online and sales conversions. All of my work centers around a single question:
How do prospects and customers make buying decisions?
To understand them, I do heaps of research to learn about customers. My research includes quantitative and qualitative data, like: customer interviews, website surveys, analytics review, buying behavior analysis, and competitor analysis.
I can help you to increase your conversions with:
- Conversion Rate Optimization (iterative testing program)
- Messaging and copy
- Buyer Personas and buyer research