Post-click copywriting tips for higher conversions

Writing ad copy is an art and a science, right? 

First you get creative and figure out how to distinguish yourself and persuade searchers to click on your ad, all in 95 characters. Then you get scientific and start testing your ad copy to see which gets you the best click-through-rate.

It’s by no means easy to fit all you want to say in a headline + two lines, which is why you just have to create the perfect teaser to get the searcher to click-thru to your landing page.

Once there, you have a lot more room to get persuasive, get creative, and get optimized for conversions. 

9 Post-click copywriting tips for higher conversions

1. Be sure your landing page headline matches the original ad:
   
   
   
2. Provide one clear call-to-action per page (“download,” “call now,” “buy,” “learn more”)
   
   
   
3. Write in second person - use “you” and “your” to keep the focus on the visitor
   
4. Write to deliver a clear and persuasive message, not show off how witty you are.
   
5. Keep your most important points at the beginning of paragraphs and bulleted lists
   
6. Keep your copy very scannable. Use short bullets and vary sentence length. Also keep paragraphs between 2-4 sentences.
   
   
   
   
7. People read beginnings and ends before the middle, so keep critical info in these sections.
   
8. Make your first paragraph short. It should be no more than 1-2 lines (not sentences).
   
   
    
9. Write to your screen environment. Keep important info (the call-to-action, the video, the image, the description) above the fold.
   
   

For even more advice on copywriting that converts, check out this webinar we co-hosted with Roberta Rosenberg, the copywriting maven!

Remember, landing page copy is part art and part science just like ad copy, so be sure to test & optimize your landing pages!