Technical Founder? use AIDA & Write Landing Page Copy that Converts.
When you are starting up, it’s very easy to get lost in a lot of details and stressing over small trivial things. At this stage, It’s super important to keep things simple & stupid.
The same goes for the landing page. At Denovers, I have worked with a lot of B2B founders by designing their SaaS & App Products. Often we see those founders getting worried about the copy.
Writing & developing a landing page for your SaaS or any product seems to be difficult but it isn’t. With literally a zero background, you can come up with a basic but finished landing page with optimized conversions just in a day.
For this, I will map writing a landing page copy with a framework called AIDA.
AIDA stands for Attention, Interest, Desire, and Action; it is an eminent marketing model in terms of advertising, copywriting, and content paradigms in general.
This particular hierarchal model breaks down the step-by-step process of the user journey, from the point they visit your site until the purchase is made.
Let’s start exploring the magic.
Attention Aka Hero section of the landing page
Come up with a clear, captivating & Attention-grabbing headline with a clear value proposition on the Hero section of the landing page.
Don’t try to come up with your own terminologies, instead, try to relate with your user. See what problems solutions they are searching for and try to add them as a keyword in your headline. Ideally, capture emails in the Hero section too along with a CTA.
According to Marketing Experiments research, Over 90% of visitors who reported reading headlines also read CTA copy.
For example, take an example of the Crazyegg Landing page.
The message is very much clear and concise, hence grabbing the attention of the reader directing towards a relevant CTA.
Interest Aka How it Works
Now you have got their attention, Its time to create some interest.
Tell your user in a decent and precise way the problem you are addressing and how you solve it.
Having 3 to 5 steps of how it works can also work like a charm over here.
Airbnb example fit perfectly over here.
Desire Aka Flaunt Customer Testimonials
Once interest is created, it’s the right time to flaunt some customer testimonials to ignite the desire in your customer’s mind.
Let them know how you have solved the pain points of others, bringing them the transformation they needed. This will, in return, hit them on the subconscious level how well you can do it for them as well.
If you are just starting and don’t have enough customer testimonials, share your product with friends and family for free. This will not only get you some testimonials, but it will also help you in getting early feedback which is really crucial at this stage.
Action Aka Pricing with a clear CTA
Well done, you have got your reader’s attention, have sparked interest and desire in them. Now its time for an Action.
Guide them with a clear call to action. Have a super clear lucid pricing table with clear CTA.
It’s up to you what you want them to do, maybe you want them to start a free trial? Or you want them to contact us? Or Book a Demo with the sales team? Whatever the goal is, make it clear.
Adding an explanatory FAQ section, in the end, will play a major role in eradicating all concerns and ambiguities in the reader’s mind
Bonus: Test & Iterate
Only 52% of companies and agencies that use landing pages also test them to find ways to improve conversions.
Testing on regular basis is super important. Again, there is no need to get lost in a lot of details. Just do these two things
Install Google Analytics & Hotjar. This will help you in visualizing your user’s journey and to know what’s working and what’s not and then will eventually help you in doing Rapid Iterations, as they say.
At Denovers, there are some cases where we added a dialog box in the conversion flow which improvised Conversions by 10x.
Conclusion
Coming up with the first copy of your landing page with a high conversion goal is fairly easy. You just need to understand the value you are providing and translate it in a simple way as possible.
AIDA framework will not only help you in writing landing pages, but it can be applied easily to writing newsletters, ad copies, headlines, etc.
Need some help? or want me to review your Landing Page? feel free to reach out. I would love to have a virtual coffee with you.
Denovers — Product Designing, Conversion Optimization & frontend Development for SaaS and App Companies
