Clarify your marketing
1. Use the same keywords in your headline and your copy, to meet your audience’s expectations head on.
This creates a clear connection between what users are looking for, the search, and what they get, the copy, adding clarity and increasing the chances of a conversion. For example, When I Work used the ad below for the search term easy scheduling app and directed users to a landing page where the keywords schedule and scheduling appeared 17 times in the headline, subheadings, body copy, CTA button, and testimonials.
2. Deliver what you promise and don’t mislead your audience.
Promising one thing in your headline and delivering another in your copy, not only misleads and confuses users, but can affect your brand’s reputation and the way you users perceive you. While this may seem like common sense, the following ad for a Google search on lose weight is a great example of what not to do. While the ad promises to help users lose weight without the gym for just $5, it leads users to a page that contains nothing about weight loss without going to the gym or a $5 solution.
3. Avoid technical language and jargon, and explain everything in terms your audience will understand.
Never assume your audience knows anything. This is especially important in technical industries. Keep things simple and call products what they are. What’s normal for you may be alien to your customers, so focus on what customers actually need. For example, Shopify ditched the jargon on their Sell on Twitter page and stuck to a language and tone that their target audiences would have no trouble understanding.
4. Lead with real-world benefits before unpacking features.
As tempting as it may be to dive straight into the features, start by explaining the real-world benefits and make sure you explain the features in words your audience will understand. For example, Dropbox Business does this beautifully. Instead of getting bogged down in dense compatibility issues, security features, or IT nonsense, it appeals directly to its intended audience of current personal Dropbox users, while at the same time allowing IT admins to drill down where needed.
5. Add Learn More links, pop-ups, or page expansions for more explanations when using technical terms.
If you have to use technical terms or there’s a chance that your copy may not be fully understood by 100% of your audience, offering Learn More links, pop-ups, or page expansions ensures that those who need a bit more clarity are catered to, and those who don’t, aren’t distracted.