Lead generation copywriting is an essential pillar of any marketing campaign. Information can convert visitors into clients when shared in the right way and with the right intent. Whether you talk about Facebook and Google ads, landing pages, emails, websites, etc., every online platform requires a spectacular copy to generate an impact among the target audience.
A survey by Hubspot reveals that 27% of marketers believe attracting traffic and generating leads is their top challenge. Lead generation is not just limited to good design and layout. If the prospects do not find any relevant information available on the web page, chances are they will leave immediately.
In this blog, we will discuss the ultimate lead generation copywriting tips that every marketer must know, so they don’t miss out on great business opportunities.
But before that, let’s talk about an essential thing.
Lead Generation Copywriting Secret Ingredient
Copywriting does require a secret ingredient, writers often ignore. It is *drumroll please*: RESEARCH.
When it comes to boosting the conversion rate, a simple copy describing the product or service might not work, nor the one that talks on and on about the benefits of the services will work. A well-researched copy delivers information that puts customer needs at the centre of focus. It provides solutions to common consumer queries and presents the service or product as a viable solution to their specific problems.
Without research, knowing what the customers want and writing a copy is like shooting arrows in the dark. Every lead generation copywriter must understand that learning about the brand and its services is not enough. They have to also research the company’s target audience. No matter which industry a copy is, be it for a chiropractor’s lead generation, gym owner’s website, or SaaS business landing page, the copywriting process must start with research with the buyers’ persona in mind.
Tips for Lead Generation Copywriting
1. Craft copy that is easy to read and understand
Copywriters must dedicate 10% of their writing time to slash out unnecessary jargon from their copies. The final draft must be concise and clear, directly stating the required information in a language the visitors can understand.
Since the introduction of SEO, writers have to use filler phrases to balance the keyword insertion requirements for better search rankings. Though it is a crucial practice, lead generation copywriting must first focus on providing valuable content to the audience. While SEO is essential for search result rankings, a good copy is critical for sustaining the traffic and navigating the visitors to conversion.
A superb copy does not mean you have to compromise on SEO. By following a balanced approach, writers can create content pieces that rank and provide genuine information to the audience.
2. Use persuasive language to sell your idea
Lead generation copywriters are in high demand because they can generate leads for businesses. They can write persuasive text to convince people to take action, such as signing up for a mailing list or visiting a website. Copywriters must have excellent writing skills and think outside the box to create unique ways to sell services and products.
Urgency, scarcity, and FOMO (fear of missing out) are your supreme ammunitions when it comes to generating a lead generation copy that motivates the visitors to convert. You can use them in headlines, subheadlines, email subject lines, CTAs, or anywhere you think would be suitable and visible to the audience.
Here’s an example of a webinar landing page with a CTA that correctly uses urgency to get registrations.
Another trick from the hat of persuasion is statistics. Stats can be pretty persuasive, especially when used in the right way. Consider using stats that pertain to your audience before appealing to others with general statistics (like “over 50% of customers”). Reliable sources should back up statistics so readers can trust them.
3. Provide information like a pro
Not every content piece will target conversion. For lead generation copywriting, marketers must keep the bigger picture in mind. For lead generation to succeed, one must first understand how a lead generation funnel works and its various stages. Every copy generated might not directly aim for lead generation but surely helps create a reliable buyers’ journey.
Keep in mind to always provide authentic information to the target audience. Instead of focusing on the things you like about your services or products, highlight the things beneficial to the users. Marketers and copywriters must sit together to create a list of USPs to attract the target audience and encourage them to explore the services.
Another way of sharing information efficiently is through FAQs. Through an FAQ section on the website or landing page, copywriters can directly answer consumer questions and solve their queries immediately.
For example, on this web page, they have comprehensively answered every common consumer question.
4. Don’t Ignore the Format
In lead generation copywriting, the ease of reading comes from the format you use to share the information. The sight of big bulky paragraphs can bore the visitors and make them leave. Copywriters must use short sections that get straight to the point and the same foes for the headline.
Using bullet points to emphasise the benefits and features of the services works every time. But don’t depend on only it and always look for the best format that presents information to cater to visitors’ eyes and requirements. It’s not enough just to tell people about the features and benefits of the service or product; you also have to sell it to them. You have to make visitors believe that this is the right decision for them and that they need it.
Here is a lead generation landing page highlighting its service’s main features in an effective format.
5. The headline is the star of the show
Whether you have a video, hero image, or anything else above the fold or not, the headline is always there. The headline is the first impression the visitors get of your brand, so make it explosive. Vague, long, irrelevant headlines are something you should avoid. You can either use a benefit as the headline, an offer, or a question that might entice the visitor.
The sole purpose of the headline is to encourage the prospect to read further. When writing the headline, it’s important to remember that it’s a two-way street. People are going to read what you write, but they’re also going to react to it. So consider how your readers will respond when reading the headline and plan the latter content accordingly.
Wrapping Up
When writing your lead generation copy, it’s essential to focus on the visitor. Use powerful stats, make your headline catchy, and plan the content carefully to create the most favourable impression possible. Research should always be the crux of all your lead generation copywriting adventures.
Getting more sales for brands is not hard. Lead generation copywriting is one of the few elements through which you generate powerful marketing campaigns and increase your chances of securing better conversion.
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