So, you have an awesome ad, but what comes next? To maximise your clicks and up your conversions, creative copywriting is key.
We spoke to Amy Taylor, Creative Lead at Juni, to get her top tips on how to write creative copy to take your landing pages to the next level.
Advertising started in print. There was a headline to grab your attention, body copy on what the product was and why you needed it, and a call to action (CTA) to encourage the reader to make a purchase.
Since then, not much has changed. This format has been adapted for digital media, but whether it’s a Google ad or a landing page, you’re still writing a headline, body copy and CTA to inspire customers to purchase your product.
There’s a reason why this tried and tested structure is weighted this way. A big, bold headline is where your eyes are drawn to first. It’s the perfect place to grab attention with clever and compelling copy. The body copy or sub copy may be where the most important information is situated, but it would be useless without the headline to bring in your readers. The CTA is the final push to help potential customers make that purchase.
Although this article will focus on campaign landing pages, these tips can work for any type of brand copy, especially digital ads.
If you want to write great copy, you need to read great copy. It’s cliché but true – inspiration is everywhere. Look at your competitors, check in on social media, read books and magazines, study the backs of shampoo bottles (yes, really!) – it’s important to feed the creative engine.
You’re not doing this to copy any good ideas you find but instead to take it all in and improve your skills. You could see a new approach to presenting information, different ways to add a flourish to technical copy, or get inspired and find a way out of a copy conundrum.
Before you start copywriting, make sure you have an in-depth understanding of your brand, tone of voice and your customer. In an ideal world, your brand and tone of voice will have been
created with your customer in mind, but either way, getting to know who your target audience is and their pain points will give you good ground to start on.
To write compelling copy, you need to know who you are as a brand, what you stand for, how you talk, and most importantly, which problem you want to solve for your customer. Ultimately, if you have competitors selling a similar item, it’s your brand personality that will make you stand out, so let this shine in your copy.
Two areas to focus on to write engaging copy are the problem you want to solve for your customer and your product's unique selling points (USPs) that help you do it.
Let’s use a toaster as an example. Is the most important problem-solving USP that the toaster is red or that it makes toast in 30 seconds so your customer won’t be late for work anymore?
You want to find the thing that will appeal most to the customer and tie in your USPs in a way that reflects your brand and is also attractive.
Once you know what you want to say, now’s the time to find the best way to say it. The goal of a landing page is to capture attention and give all the details a customer needs to convert.
Headlines don’t need to be overly informative. As we said earlier, they’re there to catch the eye of your customers. Instead, they can be a motive, a hook, or tapping into a problem. You have your body copy to go into more detail and weave in the important information your customer needs.
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waterdrop©, a drinkware ecommerce company, are masters of a creative, engaging headline. On their page for Microlyte hydration cubes, designed for during and post exercise, they use headlines like ‘Full of flavour. Tastes like victory.’ and ‘Ready to beat your limits?’ to grab your
attention. Meanwhile, body copy focuses on the ingredients, education on the health benefits of Microlyte and why it’s great for athletes.
Don’t be afraid to experiment and see what works. Functional copy that lists features or packs in keywords isn’t the best way to go if you want enticing, engaging copy. By writing purely functional copy, you’re assuming that the person reading it already knows the value your product will bring them.
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Take Lick, a home decor company, who are promoting a new paint colour for spring on their homepage:
‘Transform your space this spring. White 06 is whisper-soft and ever so comforting. A warm white with a delicate drop of pink in its undertones. Drop your shoulders with this soothing white and melt away your cares.’
Describing a paint colour is no easy feat, and it could be tempting to simply focus on colour composition. Instead, the focus is on the relaxation the colour will bring by using creative copy focused on a relaxing action in a clear, poetic brand voice.
Weave the benefits and features together to demonstrate value, then add flavour with your brand personality. This can help you catch the people who know exactly what they want, but it can also convince those who might still need to understand why your product is a great choice.
This method is handy if you’re selling items with jargon-heavy features, like electronics. You need to use technical language to ensure your customers know what they’re buying, especially if they’re looking for specific features, but you can still be playful and appealing. Think about how to make your copy human, relatable and emotive, so you can engage customers that might not be tech-savvy but still need your product.
It’s essential to include the right keywords in your landing pages to improve your search engine optimisation (SEO) and the quality score of your Google Ads. But there needs to be a balance, and you shouldn’t sacrifice creativity or good copy for the sake of including a keyword.
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Aeyla, a UK-based home goods brand, is a good example of how to balance creativity and keywords. ‘Sleep cool this summer’ brings creativity to the headline, while immediately showing how their bedding solves a problem. Meanwhile, the sub copy hits the right keywords, while getting straight to the point of Aeyla’s attractive features.
Ultimately, even if you improve your SEO ranking or quality score and people to your page, if it isn’t engaging, lacks creativity and makes for terrible reading, your efforts won’t give you the conversions you’re after.
There is good news! The days of having long, repetitive pages that sound like a list of keywords are over. Whether it’s ‘landing page experience’ influencing your ad quality score or high-quality content now being considered a Google ranking factor by the SEO community, it’s becoming clear that having a relevant page that’s well-written and helpful to customers is being prioritised.
So, it’s more important than ever to make sure you’re writing good copy with your customer in mind. Weave in your keywords, but find the right balance and don’t lose focus on writing appealing copy.
If you want to learn more about using SEO techniques in your ads and campaign landing pages, check out our guide to how SEO can up your Google Ads game here.
To stay recognisable to your customers, your brand needs to be consistent across all your channels, whether it’s your website or social media. This includes your tone of voice. You don’t want a landing page, or ad, to seem completely out of character, so make sure you keep it consistent.
We find that some of the most successful brands are the ones who communicate the same way, whether it’s in an email, an ad or on the back of a milk bottle! They sound the same everywhere, providing a cohesive omnichannel experience for customers, especially if that brand has a distinctive tone of voice.
Half of the job of writing copy is editing it. Don’t expect to write beautiful copy in one go; instead, go back several times and keep tweaking it. If you have other colleagues who write copy, share it with them for feedback, but ultimately don’t be afraid to stick to your guns if you’ve written something you’re confident in.
It’s well known by now that people have short attention spans. So, the goal is to say as much as you can with as few words as possible. Keep it short but beautiful. Get nitty-gritty with your editing, consider your word choice and try to be concise without sacrificing the message or emotion.
Remember that editing isn’t about being a perfectionist. Instead, it’s about ensuring your copy is as effective as possible!
Whatever your budget, or the size of your marketing team, you can test your copy to see what works and actually converts. If you already have A/B testing set up for your website and ads, then this could be the perfect opportunity to push yourself to experiment with copy.
If you don’t have an A/B testing setup or you’re working on a budget, it could be as simple as changing the copy on your landing page each week and measuring how your conversions change.
Just because you’ve put something on a web page or ad doesn’t mean it needs to stay there forever. Measure the effectiveness of your copy with engagement, conversions, and, of course, keeping an eye on CPC too. Use this as a guide to see what’s working and rethink what isn’t.
You need to have an overview of your ad spend and CPC so that you can make informed adjustments to your ads. Juni can help with that! With Juni, you can have all the information you need at your fingertips in a single, smart dashboard and manage your ad spend more effectively.
Instead of dealing with different platforms and currencies, receipts and invoices, and arguing with banks over spend limits, you can make running ads easier with Juni. With automatic receipt generation, real-time spend insights, and Google Ads invoices auto-pulled into your account, keeping track of your payments is simple.
You can also boost your cash flow with credit, cashback and more to help you fund ad campaigns and unlock revenue growth.
Sounds good? Get Juni.
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