Does your site’s landing page get the job done? If you want to be an effective digital marketer, each page of your site should be well written, perfectly designed, purposeful, and most importantly, part of your business plan. However, there is nothing more critical to your site’s success than your landing page.
Probably you have an array of free landing page templates and a professional designer. Remember, a landing page is all about conversions. It is meant to collect necessary information (mostly the email address) about the site users. The page serves as a gate in front of a specific offer.
Landing pages have unique requirements
Most of the smart, general copywriting techniques will apply. However, a landing page is a unique beast; unlike all other pages in your site, the landing page isn’t about helping the users find what they need. It delivers the product or service. Therefore, when creating content for your landing page consider the dynamic at play and also the mindset of the target audience.
Your site users probably arrived for a treat – instant gratification. These website visits could be from display ads, pay-per-click, an internal link on your site, an email, a link from another website, a search result listing, and more. Regardless the source of your traffic, a landing page is direct marketing as applied online. Here are tips to help you write better content for your landing page.
The headline should make a keyword connection
Well, this isn’t an SEO lesson. It’s a plea to connect the site users’ expectations to the first line they see the moment they land on your website. Remember, the ad or link the user clicked was about something specific and so, the landing page headline should reiterate those terms.
Your site’s landing page isn’t the place to brag about your excellent copywriting chops. In case your ad or link promises a cloud computing lesion, your landing page’s headline should offer more details. Remember, your goal is to assure your site users that they have landed on the right page.
Focus on a single thing – offer
A highly converting landing page should be focused on one subject; the offer. Never give in to the temptation to upsell, cross-sell, or wander into other related issues. Focus on delivering information on point with what the site user came for.
Utilize your action words
Your site users have very specific questions in their minds; ‘what do I get and how?’ Focus on hammering the right verbs. Consider including verbs such as ‘download the..,’ learn how to…,’ ‘save time…,’ and ‘get insights…’
Avoid things that tend to confuse your site visitors. Guide your target audience with clear instructions. Always keep your pages brief unless you have a strong reason to write a lengthy piece of content. Remember, readers what to find what they need easily.
It’s also recommended to use bullet lists to deliver short and sweet messages. Lastly, write a smart call to action button.