When it comes to selling private label products, good blog content and landing page copy is your business’s best friends. But with so much content saturating the web—and so much product-centered copy landing soundly in the “boring” pile—how can you craft well-written pages that stand out from the crowd? Here are seven copywriting strategies you can use to increase your page conversions.
- Make the text easily scannable: Especially in the era of mobile device browsing, you can’t afford to have copy that is dense and hard to read. Keep paragraphs short and use headings, subheadings, bullet points, and bolded words to organize information and call attention to important points. The easier it is for readers to scan your writing, the more likely they are to absorb the information and respond to it.
- Spend some time on your headlines or page titles: The headline or title of your page is not something to be tossed off or added as an afterthought once you’ve finished writing. On the contrary, the headline might be the most important part of the entire page. Online audiences have short attention spans, so if you can’t hook them with your headline, you’re a goner. To start, the headline should always include the keyword for the post. For product landing pages, streamlining the product description into a 6-12-word headline is a home run tactic. Ultimately, the most important thing with titles or headlines is clarity. Readers need to know right away exactly what a page is about, and the headline is there to tell them.
- Tell stories: Storytelling is a useful tool in marketing copy because it feels less dry and more exciting than just listing product features or reciting facts and figures. If your brand has an interesting story, tell it. You can also use hypothetical narratives to help customers see situations where your product might come in handy. The possibilities for narrative are endless, thanks to the boundless creativity of the craft.
- Use second person: Stories are a good way to draw readers into your copy, but an even faster and more direct way of doing so is using second person. Words like “you,” “your,” and “you’re” give your readers a sense that you are talking directly to them. Some copywriters try never to use the indefinite “you” in writing, simply because that’s how they were taught in school. For marketing copy, though, the informal, conversational style of second person tense is a blessing, not a liability.
- Keep it concise: Especially when you are writing landing pages for your private label products, concision is the name of the game. Make every word count, keep sentences short (usually 16 words or less), and try to avoid using more than two or three paragraphs. For blogs or articles, you can be a little less sparing with your words, but should still proofread with the goal of trimming fluff words and flowery language.
- Talk up the benefits of your products: Many marketing copywriters pitch their products as solutions to the pain points of their target customers. There is nothing wrong with this method. Solution selling is and always has been powerful in the world of marketing. For online promotion, though, solution selling isn’t usually enough by itself. Most consumers do a lot of research online before buying a product. By the time they are about ready to make a purchase, they have three or four products to choose from—all of which offer suitable solutions to their problems. The question, then, is which one they actually choose. If you want your product to be the one, you need to sell the benefits your product has over other competing products. In other words, if shoppers already know you are offering a solution to their pain points, what other perks can you tout to sweeten the pot?
- Use calls to action: You can instantly strengthen marketing copy with the inclusion of a call to action. Don’t worry about being too pushy. If you’ve done the rest of your job well, readers will expect the CTA and be ready to respond to it positively. “Buy now”; “Click here to add to cart”; “Contact us today by calling…”; “Get a free product sample.” These are all examples of good calls to action that, if used well, can send your conversion rates through the roof.
There is no copywriting magic trick to win you high conversion rates and big sales automatically. On the contrary, you may well need to use A/B testing and analytics to judge the performance of your pages and figure out which tactics work best—especially for calls to action. However, by using the seven strategies described above, you should be able to hone the marketing copy for your private label skin care products and build a more consumer-focused website or online store