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Copywriting: The “Four Cs” framework for increasing your landing page conversion rate

Landing pages not converting at the rate you’d like?

Well, Alex Garcia shared an interesting landing page optimization framework on Twitter.

He calls it the “Four Cs framework,” and it covers the key things you should pay attention to when crafting your pages.

So let’s check those Cs…

#1 – Clarity. A good landing page communicates only one idea and does so clearly. You can solve this problem by answering the one question every visitor has: “What can you do for me?”

This is where headlines play a crucial role. Ask the question above and then read your headline. If it doesn’t answer that question, it’s time to get to work. Here’s an example.

#2 – Context. Now that you’ve answered the customer’s first question, answer their second question: “How?”

If you don’t, your promise is nothing more than a claim… and claims are always suspect.

Create context around your offer with concise subheadings. Alex again provides good examples.

#3 – Creative. Don’t make your customers’ minds fill in the blanks. Use your creativity to demonstrate the value provided by your product or service, either by showing your product being used, or by picturing the outcome.

Show, don’t tell, like this.

#4 – Call To Action (CTA). This is the breaking point. Most CTAs are vague instead of “pushing” prospects to make their final decision.

For instance, remind customers of the core value of your product in the CTA instead of using a general verb like “Act now.” These are good examples of strong CTAs.

And finally, spice up the four Cs with one S – social proof.

Prove that your brand helped real people by showing results, data, and use cases to back up your claims.

Now that you have all the ingredients, you can start C-onverting. Good luck!