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Getting traffic to your website is only of any value if you have the copy to convert visitors into customers. Conversion requires a good grasp of psychology: you need to know how your visitors’ minds work so you can write content that is most effective. In this post, we’ll look at seven proven writing techniques that work on landing pages and give you an advantage over your competitors.

如果您拥有将访问者转化为客户的副本，则吸引访问您网站的信息才有价值。 转换需要对心理学有很好的了解：您需要了解访问者的思维方式，以便撰写最有效的内容。 在本文中，我们将研究在登录页面上有效的七种成熟的写作技术，这些技术将使您比竞争对手更具优势。

1.将副本重点放在对客户重要的方面 (1. Focus your copy on what matters to the customer)

What matters most to your customer? The features of the product or service you are selling? No. The solution buying it will bring?  No, not that either. Most potential customers already know the features and solutions they are looking for by the time they land on your page. Whilst they’ll check them, they are not the deal clincher. What does clinch the deal and should be the featured part of your content are the benefits.

对您的客户最重要的是什么？ 您出售的产品或服务的功能？ 否。购买解决方案会带来什么？ 不，也不是。 大多数潜在客户在到达您的页面时就已经知道他们正在寻找的功能和解决方案。 尽管他们会进行检查，但他们不是交易的决定者。 好处是什么，这应该是交易的重点，应该成为您内容的特色部分。

Think of the Christmas adverts that supermarkets put on TV. Whilst they may mention the product features (delicious turkey / organic sprouts) and solutions (lots of choice / lower prices), the entire advert is usually focussed around the benefit – by shopping with that supermarket you can give your family the most wonderful Christmas.

想一想超市在电视上放的圣诞节广告。 他们可能会提及产品功能(美味的火鸡/有机豆芽)和解决方案(很多选择/更低的价格)，但整个广告通常都围绕着收益–通过在那家超市购物，您可以为家人带来最美好的圣诞节。

These same techniques also work on your landing pages and you should put them to good use if you want to increase conversion rates.

这些相同的技术也适用于您的目标网页，如果您想提高转化率，则应充分利用它们。

2.始终包括客户推荐 (2. Always include customer testimonials)

Readers can be cautious when it comes to believing the positive spin in marketing materials but one way to make them have faith in the accuracy of your claims is to show them the opinions of your customers. In a sense, you are saying ‘Don’t take our word for it listen to someone just like you’ and this inspires trust in your readers.

读者在相信营销材料的积极发展时可能会保持谨慎，但是让他们对自己的主张的准确性充满信心的一种方法是向他们展示客户的意见。 从某种意义上讲，您是在说“不要相信我们，因为它会像您一样听别人的话”，这会激发您对读者的信任。

For this reason, testimonials are one of the most powerful techniques you can use on a landing page and they can have a significant impact on conversion rates. For testimonials to be truly compelling they do need to be believable and for this, you need a name and preferably a photo of the person giving the quotation. If you sell to the general public, also add the location of the customer and if you are a B2B business, give the details of the customer’s job title and company.

因此，推荐是您可以在目标网页上使用的最强大的技术之一，它们可能会对转化率产生重大影响。 为了使推荐真正令人信服，他们的确需要可信，为此，您需要一个名字，最好是提供报价的人的照片。 如果您是向公众出售产品，还请添加客户的位置，如果您是B2B企业，请提供客户职位名称和公司的详细信息。

3.努力吸引读者阅读您的号召性用语 (3. Work on drawing the reader to your call to action)

Not every visitor is going to read all the copy on your landing page. Sometimes, there is something specific they are looking for, at others, they’ll just wander through. This means every element of the page has to be carefully crafted, especially page layout and structure.

并非每个访问者都会阅读您目标网页上的所有副本。 有时候，他们在寻找某些特定的东西，而在其他地方，他们会徘徊。 这意味着页面的每个元素都必须精心设计，尤其是页面布局和结构。

If you are aware that people naturally skim and scan as they read, then it becomes easier to understand the importance of headings and subheadings. A well-crafted heading can stop a wandering mind and compel it to read the content beneath.

如果您知道人们在阅读时自然会略读和扫视，那么您将更容易理解标题和副标题的重要性。 精心设计的标题可以阻止思想的徘徊，并强迫其阅读下面的内容。

Landing page headings and subheadings should attract attention, for example, by using questions or making bold statements about your product’s benefits. For accuracy, they should also be relevant to the paragraphs that follow them.

着陆页标题和子标题应引起注意，例如，通过使用问题或对产品的好处进行大胆的声明。 为了准确起见，它们还应该与后面的段落相关。

In addition, the use of images, graphic data, bold text, bullet points, etc. can all be used to draw attention, keep the content fresh and lead the reader’s eye down to the call to action button.

此外，图像，图形数据，粗体文本，项目符号等的使用都可以引起人们的注意，使内容保持新鲜感，并引起读者的注意。

When writing, break your copy up into smaller, easily digestible paragraphs and organise the content in a way that keeps the reader wanting to read on. You shouldn’t put all the best points at the start as this makes the sales pitch less compelling the more the visitor reads on. And remember to focus on the benefits.

写作时，将您的副本分成较小的，易于消化的段落，并以使读者希望继续阅读的方式组织内容。 您不应一开始就把所有优点都放在首位，因为这会使访问者阅读的内容越多，推销的吸引力就越小。 并记住专注于收益。

4.确保您不会使副本过于复杂 (4. Make sure you don’t overcomplicate your copy)

When you consider that the average reading age in the UK is 9 and that even The Guardian only has a reading age of 14, you might want to reconsider how you communicate with your audience.  The easier your landing pages are for people to read and understand, the better your conversions will be.

当您认为英国的平均阅读年龄是9岁，甚至《卫报》的阅读年龄也只有14岁时，您可能想重新考虑如何与听众交流。 您的目标网页越容易被人们阅读和理解，您的转化就越好。

To achieve this, there are some very simple rules you should follow:

为此，您应遵循一些非常简单的规则：

• Use short simple sentences rather than longer complex ones.使用简短的简短句子，而不是较长的复杂句子。
• Use plain English vocabulary rather than words which are too technical or clever sounding.使用简单的英语词汇，而不要使用听起来过于技术性或巧妙的单词。
• Be precise in what you are saying and stay succinct: don’t waffle, keep to the point. Why use 200 words when you can say it in 20?要精确地说出自己的意思，并保持简洁：不要胡扯，保持重点。 为什么要用20个字说200个字？

Some of the most effective sales copy on the internet is the simplest.

互联网上一些最有效的销售副本是最简单的。

5.为真实的人写 (5. Write for real people)

The best copy works because people can hear the voice in the writing talking to them. If the writing is over-formal and reads like a legal document no one is going to stick around but if it’s more personal and feels like a conversation, they engage more. To achieve this on your own landing pages, follow the tips below:

最好的副本之所以有用，是因为人们可以在写作中听到与他们说话的声音。 如果写作过于正式，读起来像法律文件，没有人会留下来，但如果是更个性化的并且感觉像是一场对话，他们的参与就会更多。 要在自己的目标网页上实现此目标，请遵循以下提示：

• Use first or second person when writing, e.g. use I or we. “We think you’ll love our new products.”写作时使用第一人称或第二人称，例如使用我或我们。 “我们认为您会喜欢我们的新产品。”
• Without sounding clichéd, use every day turns of phrase into your writing.不用陈词滥调，每天都将短语变成您的写作。
• Don’t be afraid to break grammar rules if it makes the writing sound natural, e.g. starting a sentence with ‘and’.如果它使写作听起来自然，不要害怕违反语法规则，例如以“ and”开头的句子。
• Use humour – when its right to do so, it’s great for engagement.使用幽默–这样做的权利很重要，可以促进交流。

6.让读者相信数据 (6. Convince readers with data)

There’s nothing quite as persuasive as data when it’s provided as a number or a graphic. It gives the reader very specific evidence on which to make a buying decision. For example, which one of these lines is the most effective?

当以数字或图形的形式提供数据时，没有什么比数据具有说服力的了。 它为读者提供了做出购买决定的非常具体的证据。 例如，以下哪条线最有效？

• Make big savings on your energy bills.节省大量电费。

or

要么

• 70% of customers save over £400 a year when they switch to us.70％的客户在转用我们时，每年可节省400英镑以上。

The first is an unsubstantiated claim, the second is specific and gives the impression that the company has actually researched the data. For this reason, it looks accurate and more believable.

第一个是没有根据的主张，第二个是具体的主张，给人的印象是公司实际上已经研究了数据。 因此，它看起来准确且可信。

Adding statistics to your landing pages can make them much more effective. However, make sure your information is accurate, you shouldn’t mislead your customers with made up data.

将统计信息添加到您的目标网页可以使其更加有效。 但是，请确保您的信息正确无误，不要以虚假数据误导客户。

7.使号召性用语有效 (7. Make your calls to action effective)

The most vital function of your landing page is getting your visitors to follow a call to action. To be honest, the entire goal of the page has to be to achieve this. However, the CTA itself has to be worked on. This includes asking the customer to take the action you want them to achieve, e.g. ‘To reduce your energy bills by £400 a month, fill in the form below now.’

到达网页最重要的功能是让访问者跟随号召性用语。 老实说，页面的整个目标必须是实现这一目标。 但是，CTA本身必须进行研究。 这包括要求客户采取您希望他们采取的行动，例如“要每月减少400英镑的电费，现在填写下面的表格。”

The wording of the CTA is important, too: notice how the word ‘now’ is used to imply that the benefits are instant. The same applies to a CTA button. If you look at email subscription buttons, once upon a time they all simply said ‘Subscribe’ but nowadays, the use of A/B split testing has shown that there are far more effective words which can be used: ‘Sign me up’, ‘I’m in’, and ‘Yes, Send Me Mail’, for example.

CTA的措辞也很重要：请注意，“现在”一词是如何使用的，意味着收益是立竿见影的。 这同样适用于CTA按钮。 如果您查看电子邮件订阅按钮，从前他们都简单地说“订阅”，但是如今，使用A / B拆分测试表明可以使用更有效的词：“注册我”，例如，“我在”和“是，给我发送邮件”。

结论 (Conclusion)

Landing pages are essential elements of modern websites and help generate the conversions that business owners are so keen to increase. From reading this article you should now have a better understanding of how to make your landing pages convert more successfully using the seven tips we have discussed.

登陆页面是现代网站必不可少的元素，可以帮助企业主Swift增加转化次数。 通过阅读本文，您现在应该使用我们讨论的七个技巧更好地了解如何使您的目标网页更成功地转换。

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翻译自: https://www.eukhost.com/blog/webhosting/7-tips-for-writing-a-landing-page-that-converts/

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