Are you tired of your business being overlooked? Have an impressive amount of readers yet little to no conversions? These may indicate the issues with what and how you write your content. But worry not because you have landed at the right place; this guide will help you understand landing page writing and how you can improve your landing page content to increase conversions.
But first, let's discuss what landing page content writing is.
What is Landing Page Content Writing?
Landing page content writing is a type of copywriting designed to be persuasive and engaging.
A landing page is the most crucial page on your website. It is the first page visitors come across when they visit your website. They are also the last thing visitors see before they leave your site without taking any action.
A poorly written landing page can lead to a poor conversion rate. A good landing page content writer can write compelling and engaging copy to convert visitors into customers. Landing pages are designed to capture the visitor's attention and persuade the audience into taking the intended action.
The goal of your landing page is to get your visitors to take the desired action, such as signing up for your newsletter, downloading a case study, or making a purchase transaction
A good landing page content writer needs to be familiar with the principles of persuasive copywriting, which are:
- Convey to your reader what you wish for them to do, to benefit from the offer
- Make it clear how they will benefit from doing what you ask
- Give them an easy way of taking Action by providing a prominent call-to-action button
However, a prospect doesn't always read your content, and instead, they tend to skim through it, so be sure to include: headings, subheadings, CTA buttons, and most importantly, pictures and visuals.
So how can you pen all of this down? Read on further!
How to Write Content for a Landing Page
Before you start writing a landing page, remember that, your content reflects your values.
The content on the landing page should be relevant and compelling enough for visitors to want to do what you want them to do.
Introductory Summary Statement
Start your killer copy with an introductory statement or a paragraph that includes the problem, how your product is the solution to it, and how it can benefit the buyers. Starting with this will put the most crucial information at the top.
It can be just one sentence or as long as a paragraph, but ensure that it is concise, simple, and sweet.
It is essential to ensure that the body of your copy reflects the heading of the landing page. This is something very crucial that you need to look out for. And for optimal SEO, you need to ensure a high density of optimal keywords.
However, this does not indicate that you unnecessarily bomb your audience with keywords. Mention the keywords in your headlines, followed by a dash for keywords throughout the body. Another important place to include your keywords in the meta description and the URL, this helps the web crawlers identify the article to include to search engine result pages.
Look to enhance the relevancy of the keywords and content concerning0 the heading.41
How Can Your Product Benefit the Buyer?
You want the buyer to realize that your product will benefit them, hence write at least three or more benefits of your product, and you wouldn't want to create a mess by writing it in a long paragraph.
Subheadings better convey to skim readers crucial information that you want to convey. So, create captivating short subheadings, followed by details in small paragraphs of one to three lines.
Merely subheadings aren't enough. You need to provide a bit of detail too. For each subheading you've mentioned earlier, you must provide details to complete the information. Else it might leave the reader confused.
The supporting sentence or paragraphs can be in the form of any content. It may include:
- Images and Infographics
- Paragraphs or Sentences
- Bullets or Numbered Lists
These forms of content can captivate attention and prove beneficial for skim readers.
For the prospect to trust you, you must build credibility, and what better way to do so than by demonstrating social proof. Some of the best examples to do so are:
- Video Testimonials
- Media Exposures and Publicity
Adding a few of the above-mentioned things may help you build credibility and authenticity, which will make the customer trust you enough to deal with you.
Adding a group of frequently asked questions is an excellent way to cover up and highlight vital information that you haven't been able to convey earlier. Even though this step is entirely optional, this can add significant value to your copy.
And it can get even better if you structure them with Schema, this will help you appear over search engine result pages, improve your ranking, increase traffic and conversions.
Adding your call-to-action is the nail in the coffin. Suppose your audience has gotten this far in the copy. In that case, chances are they have developed a significant interest in your product, and they need a reminder now to perform the intended action.
This is your final sales pitch; even the shortest blurb can help convert them.
What is the Purpose of a Landing Page?
The main goal of a landing page is to stimulate the audience to perform the intended action. Generally, this action refers to increased leads, conversion, and sales. However, to do so, it must be compelling, customer-centric, marketing-friendly, and appealing to various buyer personas.
Small differences may go a long way. For example, small differences created a significantly larger impact in the following sentences.
- This is Pear 15 Pro. It has a 6-inch AMOLED display and has a battery backup of 5000mAh
- Meet the Pear 15 Pro, featuring a 6-inch larger AMOLED display, and all that while running on a 5000mAh battery backup!
While the first and second lines may seem similar, they sound pretty different. The first one lists down features and facts, whereas the second one is more personalized in terms of benefits and senses a bit of urgency.
The classic AIDA, Attention, Interest, Desire, Action business copy model, is an excellent approach to create engaging content and boost conversions.
Grab the visitor's attention
To captivate the audiences' attention, you must keep your content simple. Is the content over your page difficult to comprehend? Is there a lot of imbalance between the body and the headings of the copy? Does the critical text deliver to the customer what the topic is about? And does the content make sense today?
If most of the answers to the above questions are no, you must re-evaluate your content, as it may fail to captivate the readers' attention. So, the key to grasping the audiences' attention is publishing straightforward content, without a lot of variation in the text body, while directly addressing issues that matter and are time relevant.
Increase their Interest
Captivating the reader's attention isn't enough; you must spark interest to keep them hooked. The easiest way to do so is by meeting up to the readers' needs. Give them what they are looking for.
Furthermore, focus on your language. Rather than using the first-person language, opt for the second-person language; this means using more you's and your's and less I's and we's. The word YOU is a great way to increase interest.
Appeal to the Desire
Demonstrating to the audience that you have the ultimate solution to their problems is a great way to appeal to their desire because, let's face it that in this fast-paced digital era, who doesn't have a problem that they seek a solution for from the internet.
Furthermore, to sound even more legit and credible, you can form case studies and whitepapers and seek reviews and testimonials from celebrities or existing customers. To drive more value, offer discounts, promo codes, deals, or referral links to the audience, to appeal to their desire.
And the most compelling way of all is by drawing a comparison table between your and your competitors' products, emphasizing your competitive edge. You can also compare different product plans you offer, delivering more value as per your prospects' needs.
Show them the way to Take Action
The road to performing the desired Action is via a solid and straightforward yet compelling Call-to-Action. Use words or phrases that urge your audience to take the intended action right now—something they simply cannot resist.
Try to use a pushy tone, as readers love being guided and pampered. You must assume that now of your audience are well-versed, and they're all just like 60-year-old grandparents learning to use Facebook.
Show them how to perform the intended Action by using action verbs that create a sense of immediacy, like using SHOP NOW instead of just SHOP, or HURRY BEFORE THE OFFER EXPIRES instead of OFFER IS VALID TILL NEXT WEEK. This institutes a sense of immediacy in the mind of the readers.
Effective Landing Page Content
Before starting a journey, you must know your destination. Similarly, before writing your landing page content, you must define your targets. What are you looking to accomplish? Is it to promote a new or existing product? Or do you want to grow your mailing list?
Or would you like to promote a deal or a discount or a promotion?
Once you have that defined, it's easier to focus and think about what sort of content you will be writing. Next in line is keyword research. What words or phrases do people use while searching for a fix to the issue you're solving?
When you've got all that sorted out, its easier to put it together, and form an effective landing page, make up your mind regarding all elements you wish to include, such as a sales pitch, form, or call-to-action.
However, it would help to incorporate the following tips while writing your landing page to put together effective landing page content.
1. Value Proposition
A value proposition is a feature targeting to attract the customer's interest. It conveys to the customer what is in it for them. In the case of a landing page, you need to highlight the value proposition correctly.
This doesn't necessarily have to be covered within a single element. Instead, it's better if spread throughout the copy. While writing a value proposition, be sure that you have the following pointers in mind:
- One easy way to convey a value proposition is via benefits. Most highly converting landing pages include an essential bullet point list of elaborating benefits.
- Ensure that the benefits focus on the prospect and how it benefits them. Diversion of attention is pretty straightforward. Be careful and don't start with how your company is excellent. Instead, keep the prospect the focus and how they'll benefit.
Keep in mind that the most crucial element here is to understand that value proposition isn't just a statement regarding your company. Your goal isn't to brag about how awesome you are. Doing so wouldn't be compelling at all.
Instead, you would have to elaborate on how the product or service you offer is fantastic for the customer. Instead of using this phrase, we have a 99% uptime. Consider using the phrase: your website will have a 99% uptime. In a nutshell, turn your we're into you's.
This simple change in words can make your content more customer-centric and benefit your firm.
2. Withdraw Negative Elements
Including all elements within a single page is the most compelling landing page design. Asking your customers to redirect to different pages to read more can make them lose interest and eventually a prospect.
Ensure that a logical flow is being followed by all elements to guide the audience to a call-to-action and ultimately convert them or whatever other goals you've set. How can you do so? By following the steps below:
- Begin with explanations
- Carry on with benefits
- Include social proofs
- Conclude with your call-to-action
Even though this is the most widely used and compelling structure of a landing page, you're not just limited to this, you can make subtle changes too if required, and that's perfectly fine.
Suppose you elevate the logical flow with supporting visuals. In that case, you will significantly improve the process to captivate the readers' attention, which is very effective in terms of lengthy landing pages.
Some writers tend to ignore long forms of landing pages, so it increases the risk of losing your readers' attention and interest. However, these forms may be highly effective if organized and written correctly. Long-form landing pages may require more precision than short ones but coming up with an adequate flow is possible.
Furthermore, remember to keep a persuasive tone throughout rather than just in a section. Lastly, determine the correct place for the placement of the call-to-action. Place out multiple CTAs throughout while positioning a discrete one at the end.
3. The A/B Test
Just setting up your landing page isn't enough. You need to monitor and evaluate performance too. Are you meeting your targets? Are your readers connecting to your landing page content?
Collect information and monitor your landing page's performance via heat maps, scroll maps, and user recording sessions, to evaluate performance and make changes.
You can test several design copies of your landing page and assess the ones that perform the best. The A/B test is an effective method to do so. It helps improve and enhance your landing pages with time, guaranteeing results and goals.
An effective landing page content is what helps you meet your targets. It's where and how all your efforts pay off. Where you achieve your goals. So be thorough, and don't mess it up, as it can make or break the deal.
Luckily, writing a landing page that is effective and helping you meet your goals isn't that tough of a job anymore. Begin with these shared pointers and be on your road to meeting targets. Or you can also get in touch with the professional writing team at Writing Services Hub that can write effective landing pages for you.
Landing Pages: An Important Sales Weapon
Writing a landing page content is supposed to be urging yet unique. This copy covers how to write a landing page content that is compelling and creative, designing to increase traffic, leads, conversion, and ultimately revenue.
Even though there a numerous examples of failed landing page copies all over the internet, it is integral to keep in mind that the sole purpose of a landing page is to deliver value, provide answers to questions, and evoke interest.
The tips mentioned earlier will help ease your job and make writing a landing page more accessible than ever. Even if you're a novice learning the ropes or an expert, this article will ideally help you get off the ground and running. Still, if you struggle with the concept of writing a good landing page, you can reach out to Writing Services Hub and have their professional writers take over for you!