Table of Contents
● What Is a Landing Page?
● Why Are Landing Pages Important in a Content Marketing Strategy?
● How to Write Great Landing Page Copy Every Single Time
● Key Takeaways
We have all heard that an effective landing page converts visitors. The very purpose of the landing page is to convert visitors into leads. But what essentially goes into creating a successfully converting landing page? It is the copy. Creating a landing page that is both well-designed and has an excellent written copy, is not that easy a task.
Therefore, as important as it is to know how to design beautiful and appealing landing pages for the website, it is equally crucial to know how to write landing page content. Landing page copywriting is one of the most meticulous forms of website content writing. The landing page copy should speak to the customer. It is much more than just well-phrased sentences and a good looking page.
A lot of landing pages are usually sign-up forms that request the visitors to fill out their information in the given fields. This data is then stored into the leads database. Thus, the landing page is the most crucial component of the conversion process. Thorough research is required before creating a landing page. This research includes many components, including your buyer’s persona, stages of the buyer’s journey, the likes and dislikes of your target audience, and more.
In digital marketing, “landing page” is a term used to define a standalone web page. It is created specifically for a marketing or advertising campaign. After clicking through an email or an advertisement, the customer or website visitor lands on a standalone page. This is known as the landing page.
After a visitor arrives on the landing page, they are directed towards taking an action. This action could range from signing up for the newsletter of your brand and joining your mailing list to buying a product. Usually, a single landing page is directed towards one specific action. While there is an option of including a number of actions on a single landing page, it is ideal to present the visitor with just one choice per page. This makes it easy for them to address the call-to-action (CTA).
A landing page could be either a homepage, any other standalone page on a website, or even a dedicated page created for campaign, sale, product, etc. While homepages are found by potential customers via word-of-mouth or social shares, landing pages are associated with keywords. Therefore, they are found in a more organic manner, when they appear in high-ranking searches on Google and other search engines. Landing pages can be promoted through Google Adwords and other such services. Each page on a website exists for a definitive reason, and a landing page exists to increase conversions.
Before discussing the tips for writing landing page content that converts, it is imperative to understand why a landing page is intrinsic to a content marketing strategy.
One of the major aims of creating a landing page is to target a specific set of keywords, which are also known as search terms. Paid boosting methods move the landing page higher on the search engine results page (SERP), thereby getting the product or service of a brand in front of the potential customers, who have been looking for similar topics on the web. (This information is culled out from their Google search or other searches.)
A well-designed landing page with equally well-written content can generate greater leads. The combination works like a portal that smoothly and more efficiently moves visitors down the sales funnel. Visitors are sure to find your CTA right on the landing page, instead of rummaging through the homepage. The CTA, thereafter, compels them to take an action, which could be anything from buying, subscribing, and joining a mailing list to signing up for an event or more.
Each landing page is assigned the task of focusing on a sale, a promotion, or new product. Although multiple actions can be taken through a landing page, it is ideal to focus on a single task per landing page. With the help of different landing pages for different tasks, a company can track the success or failure of a particular project or campaign. This can also be done for a set of keywords.
While you gradually understand the importance of writing compelling landing page content, the crucial first step involves finding out why you need a landing page in the first place. What specific task will it accomplish? How exactly will it benefit your brand? These are some questions you must ask yourself. A landing page could be created for a number of reasons. Some of them are mentioned below.
● Growing an email list
● Promoting a new product
● Emphasizing a specific service
● Promoting a subscription or discount
Once you have determined the reason for creating the landing page, you can head towards the next step: keyword research. Think of the possible keywords people use while searching for solutions, which are similar in kind, nature, or purpose to your product. While finalizing the keywords, you can include any specific keywords that might organically rank your page higher on search engines. After the goal and the keywords have been thought through, start building the landing page by bringing together all its elements.
A well-crafted landing page is the perfect amalgam of many elements, including a well-designed form, a clear CTA button, a logo or an emblem, text that is easily readable, and customer testimonials. Here are some tips on how to write a landing page that is the best at driving more conversion and generating leads.
One of the most crucial elements of landing page content is the headline. As consumers of digital information, we all have a tendency to skim through the content on a web page. In this case, a compelling headline is what will catch the eye.
A well crafted landing page headline assures the visitor that being on the page is worth their time. Headlines control three major aspects of the visitor’s response towards the message of the landing page: attention, understanding, and interest. If a headline is effective and eye-catching, the visitor will be compelled to stay on the landing page.
Make sure the headline addresses the visitor’s problem and your brand’s solution to it. The headline should be clearly visible, grab the reader’s attention, and also include personal and active words. It should tell the visitor what the product is about, and ideally, it should be short (between 10 and 20 words).
Most importantly, it should relate to the copy via which the visitor landed on the page. Because headlines are short and to-the-point, subheadings can be used to add extra information. Another important thing to keep in mind when writing headlines for a landing page is that if you are using an image that complements the headline, it might not be necessary to go into too much detail in terms of the written content. Here are the types of headlines that are generally preferable for creating great landing pages:
● Short headlines that convey the message quickly
● Bold statements or honest confession
● Clear statements that address the pain points of users and offer a direct solution
Avoid wordy headlines. Content that is not easily graspable can annoy or frustrate visitors. Instead, use a short and crisp statement to draw attention first. After you have hooked the reader, you can utilize the subhead to explain the subsequent important details. Mailchimp is a great example of landing page headlines. It uses a simple sentence that is declarative and conveys the usefulness of its product for the masses.
When a user first visits your web page, they don’t really care about the product’s features. They will be ready to listen further only if they can see a possible solution to their problem on the landing page. One thing to keep in mind when writing landing page content is to focus on what’s in it for the user, instead of simply talking about the product’s features.
It is more about knowing what the visitor wants or expects upon arriving at the landing page, than what the brand wants to achieve. If you manage to achieve the right balance between reflecting the voice of your brand and making the visitor believe your brand is there to help them, you can satisfy the visitors as well as get closer to achieving your business goals. The experience the landing page leaves the viewer with should be an emotionally fulfilling one.
Pro-tip: a number of brands use video snippets, audio clips, and enthusiastic words to sell an experience, rather than simply presenting a solution. You can try including a video in your landing page as well.
One of the most important tips on how to write landing page content is making a page that is scannable. Today’s reader’s attention span is extremely short; therefore, they will mostly gloss over your content. But with a riveting headline and subheadings, it is easily possible to make a landing page that draws attention.
You can make your landing page content more readable by using text formatting (bold and italics). Use bulleted lists wherever necessary. However, you can use icons instead of bullets, if you feel the latter is a little outdated for the style of your page.
It is also a good idea to highlight any important information on the page: it could be key phrases, solutions, pain points of the customers, testimonials, etc.
Another tip on how to write great landing page copy is being serious about facts. Citing numbers, figures, and percentages stabilizes your claim. Generalizing is to be avoided at all costs. When you make certain claims on the landing page, make sure those claims are backed by specific numbers and proven facts that can be traced back to trustworthy sources.
Numbers and percentages are a good way to make your landing page content more interesting and urgent.
In case you do not have accurate and credible factual data, you can make use of customer testimonials. Social proof has existed since time immemorial as a marker of trust. When you give new visitors social proof associated with your brand, you give them a chance to trust you, and to rely on your product or service.
Landing page viewers are unconsciously affected by customer reviews that they come across on the internet. They prefer knowing about fellow customers’ experiences before really making a purchase. Adding testimonials can improve the trust factor between your potential customers and your brand.
Choose the testimonial format that works best for your landing page. A testimonial should focus on the benefits of the product, and make the product look like something people would want to sign up for immediately.
While flowery and elaborate language might look like the ideal landing page content, it is not. Clarity in content is supreme. It should also be concise. Using too much technical or too many descriptive words can lead to the audience losing interest. The best landing page content addresses the visitor directly, uses everyday, common language, and makes use of short sentences.
Brand pages that convert successfully have content that converses and flows smoothly. While writing your landing page content, keep in mind the following points,
● You should use the headline to bring out the pain points of the customers.
● Your subhead should be straightforward and crisp.
● Include additional benefits in your content in order to catch the attention of the visitor.
While the task of the headline is to draw the attention of the visitor, the task of the subheading is to make them stay. The headline and subheadings are incomplete without the existence of the other. You must always add additional information below the headline. You can experiment with the depth and detail of your subheadings, depending on your specific requirements and goals.
A concise and attention-grabbing headline can hook the readers. You can also swap the headline and subheading if it suits your purpose. Many times, the subhead is used to elaborate on the general idea of the headline. However, it might not be a streamlined way of arranging headlines and subheads.
Pictures make a landing page more attractive. The human brain processes images faster than plain text. So an even more effective way of drawing the attention of the visitors when they first visit your landing page is through the use of images. When selecting images for your landing page, make sure they are large, clearly visible, and relevant to a product or service. If a landing page is selling a physical product, it is advisable to include an image of the product.
Use the picture to demonstrate the product’s relevance to the person visiting the landing page. Make sure the images are high-quality. Poorly photographed, badly fixed-up, or hurriedly edited images cannot be included in a landing page.
Everyone loves the idea of a guarantee, especially when purchasing a product or a service, and good landing page content is like a reassurance. Make sure you choose words that are suitable to the content of the landing page and your business. A CTA plus a form of guarantee is possibly the best combination for any landing page content. It adds assurance just when the customer is ready to convert.
To ensure your landing page converts readers into leads, it is necessary to include a CTA in your landing page content. A CTA is the most important element of the landing page. This is what will ultimately convert visitors into customers. When crafting a CTA, avoid general and commonly used terms like “subscribe.” Use your imagination and come up with better and more innovative terms.
We are accustomed to tapping on a button when scrolling through different web pages. Our immediate response on seeing a button is usually to click on it, so including a CTA button on your landing page should be a no-brainer. The CTA button should be placed where it can be seen and accessed easily. Choose the right color scheme for your landing page and accordingly choose a color for the CTA button.
Social proof is what bolsters a landing page. In psychological terms, it refers to social influence or behavior people would want to imitate. With greater and diverse social proof, a brand has a higher chance of appealing to its target audience. People are more likely to purchase a product or a service if it has been recommended or shared by others online.
Customer testimonials, reviews, and recommendations greatly influence our buying decisions as well as consumption patterns. Real photographs shared by actual customers are way more powerful than those shared by the brand itself. Hashtags are another way of maximizing the power of an active social media base and a sound fan following.
● After clicking on an email or an advertisement, the customer or website visitor lands on a standalone page. This is known as the landing page.
● After a visitor arrives at the landing page, they are directed towards taking an action. That action could be signing up for the newsletter of your brand, joining your mailing list, or buying a product, among other things.
● When writing landing page content, generalizations are to be avoided at all costs.
● When you make claims on the landing page, make sure those claims are backed by specific numbers and proven facts that can be traced back to trustworthy sources.
● Although multiple actions can be taken through a landing page, it is ideal to focus on a single task per landing page. With the help of different landing pages for different tasks, you can track the success or failure of a particular promotion, product, or service.
● A well-crafted landing page headline addresses the visitor’s problem and assures them that being on the page is worth their time.
● It is more about knowing what the visitor wants or expects on arriving at the landing page than what the brand wants to achieve.
● The experience the landing page leaves the viewer with should be an emotionally fulfilling one.
● You can make the landing page content more readable by using text formatting, bulleted lists, icons, highlighting text, etc.
● Landing page viewers are unconsciously affected by customer reviews they come across on the internet. Adding testimonials can improve the trust between your potential customers and your brand.
● The best landing page content addresses the visitor directly, and uses everyday language and short sentences.
You need to keep all of the aforementioned tips in mind in order to create a landing page that is engaging and high-converting. There are a lot of choices for landing page builders, but choose the one that is suitable for your company goals, and is manageable as per your skill level. When learning how to write landing page content, make sure you use a succinct headline and high-quality multimedia content.
Avoid the mistake of packing too much content and visual elements on a single landing page. Keep it as simple as possible. The last thing you want is visitors getting confused and overwhelmed upon visiting your landing page. Use a neat design that allows the visitors to read the text easily. With adequate social proof and customer testimonials, you can create a landing page that will fetch you quality leads and conversions.
A quality landing page can cost somewhere between $1000-$1,500 while creating a dynamic landing page can even go up to $5000. The exact cost of the landing page will depend on the complexity of the task, the availability of technology, and the business goals of the company.
It has been proven that business websites with 10 to 15 landing pages have recorded increased conversions over time. Some websites even have as many as 40 or 50 landing pages.
Slack, Zoho, HubSpot, Squarespace, ActiveCampaign, Lyft, GetResponse, and more, can be considered excellent landing page content examples.
It is important that a landing page contains a headline, a brief description of what is being offered, an image or a video, customer logos and testimonials, and a CTA to direct people to the next step.
Some of the benefits of creating a content-rich landing page are that they help you leave a good impression and generate leads, get more conversions, build the brand’s credibility, increase search traffic, cull qualified leads from this search traffic, and help you promote new products and services.
Squeeze pages, click-through landing pages, video landing pages, long-form landing pages, and product details pages are a few types of landing pages.