Write thumb-stopping mobile-content
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Mobile content is relatively new; there are not many copywriting classes that focus specifically on teaching it.
Because I haven’t found anything about copywriting for mobile devices, I researched almost 300 mobile website and sales pages.
I wanted to write an advanced article, so I skipped the “make your content responsive” type tips. I chose successful companies and startup entrepreneurs to study their mobile website that were proven to work.
I took notes on what I liked, and what could be better. So this article is a subjective one, all based on my experiences.
Next to it or below it?
One very small detail, but I saw instructions on mobile devices to fill out the form NEXT to the picture. Either on the left, or on the right. But because it was on mobile, it was BELOW the picture.
Also, if you write about 4 benefits for a desktop site next to a video, they will be under the video on a mobile device.
If you have 3 different packages with different pricing options, and you put them next to each other on desktop, now they are under each other on mobile, making it more difficult to compare.
You can usually ask your web developer to change the icons and texts on mobile, and leave everything untouched on desktop, or chose one landing page builder that gives you the ability to design different pages for mobile.
Even. Shorter. Sentences.
Shorter than in usual copywriting. Even shorter.
A longer sentence takes up several lines on mobile device. A couple paragraphs fill in the entire screen.
It looks overwhelming.
Tip: write your copy (for a landing page, ebook, or sales copy), and split it to shorter sentences. Give sub-headlines to the paragraphs, so people can easily scan it and stop if they find something interesting.
Icons VS pictures
Forget about big header pictures on your mobile device – people have to scroll down to see what’s on the page.
There is only one reason you need a picture: if it illustrates the product or service.
However, icons work better on smaller screens than a detailed picture.
You can break the text with some relevant icons.
If you have a chance, put a video on your mobile webpage: some people don’t like to read, and would rather watch a short video or look at an infographic.
More dominant home pages
Don’t assume that your visitor will take the effort to find the information on your site if it’s buried somewhere on the page: put it in their face!
Think about your homepage as a helping hand of the sales page: the information has to be there, along with a call to action.
It has to contain all the information that helps the customer make the purchase (or subscribe, or request a demo, etc.).
The most important element here is the headline: be sure to spend time on coming up with the best one.
Isn’t it too long?
I hear this question over and over again, and my answer is: don’t worry if it will be too long. Worry if it will be too boring.
But even the most interesting sales copy becomes boring after a certain point if you scroll down on your mobile screen. The visitor doesn’t know how long the text block is, and become inpatient.
It doesn’t mean to cut your sales copy half. It has to have the structure: The hook, igniting the problem, show the before-after, reveal the solution, etc. But it has to be to the point, short, and clear.
If you use these tips on mobile, it won’t ruin the desktop design – just help it.