Establishing credibility is key to getting a searcher to convert after visiting a landing page. And Jeff Sexton says that there are five copy components that are necessary for crafting a credible
landing page--scent, transparency, specificity, proof and readability.
Scent means making sure that the keywords users began searching for are featured prominently on the
landing page, as well as images or videos of said product or service. Transparency is about telling it like it is. For example, if a company can offer coats and scarves at deep discounts, but only
because there are limited sizes available, then that caveat should be clearly listed. "The copy very quickly tells the reader WHY the company is able to offer them such a good deal," Sexton says.
Using detailed, specific copy serves to distinguish a product or service from the competition, as well as help ignite the emotional segment of the searcher's brain.
Meanwhile, proof of a product's reliability or competitive advantage can come in many forms, including customer testimonials or demos--so try to include some on the page. And lastly, if the copy isn't
readable, (i.e. if there are dense blocks of text and lots of industry jargon) then it's not credible at all.
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