Writing content for landing pages - what works, what doesn't?

5 replies
Landing page copywriting is an art, getting it right can mean the difference between converting new leads and having little to no traction on your website.

What's the secret to landing page content perfection? Is there a magic formula for content perfection? Unfortunately no, there is no such shortcut, there are some powerful techniques that may help copywriters starting out on their path to landing page copy perfection.

Writing content for a landing page is different to writing for a website with pages, your bound to be offered tonnes of advice for what to do and what not to do, here's my take on it.

The common tips for landing page copy are relatively straightforward:
  • Use simple sentence structure
  • Keep all sentences concise and to the point.
  • Use short words. Get your point across quickly.
  • Don't be too fancy.
  • Say what you want to say in a basic way.
  • Have clear CTA's

Copywriters know that the only way to know if their copywriting is a success is if they experience high conversion rates for the landing page, without this the copy is simply waffled without any real purpose.
Landing pages have a clear purpose, to convert readers and deliver sales.

Tips for writing effective landing page content
Testimonials - Using your customer testimonials is one of the most effective ways to get results on your landing page. Testimonials are compelling and show prospective customers what your product is all about and why they should be apart of the action. Testimonials should take pride of place on a landing page and if you can include a real picture of your customer even better.

Outline your FAB - your features, advantages and benefits are your core selling point so don't forget to share these on your landing page. Don't assume everyone knows what you're offering and what the benefits are of your product or service. If you outline what the product or service will solve in the prospective customer's life, this will provide a serious solution. Solution selling is effective and usually, when a customer starts their search online they will have a solution in mind, they just need to find what they are looking for without the pushy sales pitch.

Develop a headline that stands out - your prospective customers will make their decision fairly quickly once they are on your page, so you need to make your headline strong, clear and compelling. Get to the point and say what you want to in around ten words or less.

Be visual - add visual elements that reflect your brand and will resonate with your audience. Take the time to find imagery that matches your brand, if you need to get this developed it could be worth it. Don't use an old stock image that makes no sense.
Use bullet points - where possible structure your content in such a way that your reader gets your benefits and points quickly. Short, sharp statements are usually best.

Add a clear sign-up box or opt-in feature - have your opt-in laid out on the page in such a way that it is clear what you want the subscriber to do. Make it the hero and make no apology for it. Be aware of what elements are mandatory and test this with a test market before making the landing page live. If you only need an email address and first name, only ask for this - having ten mandatory fields is not going to get you as many conversion as having a quick two-step process.

Write the way you speak - if you write in a friendly and conversational tone, you will more than likely capture the attention of your reader and allow them to be engaged enough to sign up for more information from your site. Use language that suits your target market and is aware of any cultural elements of language that you should include in your landing page copy.
Other points which may assist with your landing page results:
  • Use video where possible - this may increase your conversion rate
  • Show your social media links - if you have them
  • Add in your business contact details - this will allow people to contact you if needed
  • Add a free trial - this offers users the opportunity to 'try before they buy.'
  • Persuade your audience without being too sales-focused
  • Write in the second person
  • Use examples in your testimonials

Before you start writing your landing page content consider the following questions, this may help you write even better content that gets even better conversion rates:
  • What's the landing page's purpose? What is your target?
  • What are you offering your prospective clients?
  • What are the benefits? What is your value proposition?
  • What are the critical elements your customers need to know?
  • What information do I need from my prospective clients?

Whatever you're trying to promote whether is it signing up subscribers for your blog, asking people to request a quote, trying to get people to sign up for a free trial of a software program or even trying to sell an eBook, you're going to need to be super clear about what you're trying to do.

Landing pages will need to be tweaked; that goes without saying, and you should be open to testing and tweaking as to ensure you get the results you are looking for. To ensure your landing page is making an impact be clear about what you want and keep your landing page super simple.
#content #landing #pages #works #writing
  • Profile picture of the author trobo
    Great post gingerninjas.

    Many really good points brought up here and stuff I live by when creating my own landing pages.
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    • Profile picture of the author gingerninjas
      Originally Posted by trobo View Post

      Great post gingerninjas.

      Many really good points brought up here and stuff I live by when creating my own landing pages.
      Thanks Trobo, appreciate you taking the time to comment. It's such an important area. If you've got any extra advice/tips please share
      {{ DiscussionBoard.errors[10712658].message }}
  • Profile picture of the author DABK
    Have you ever written the copy for a landing page? I get the feeling you have not.

    Originally Posted by gingerninjas View Post

    Landing page copywriting is an art, getting it right can mean the difference between converting new leads and having little to no traction on your website.

    What's the secret to landing page content perfection? Is there a magic formula for content perfection? Unfortunately no, there is no such shortcut, there are some powerful techniques that may help copywriters starting out on their path to landing page copy perfection.

    Writing content for a landing page is different to writing for a website with pages, your bound to be offered tonnes of advice for what to do and what not to do, here's my take on it.

    The common tips for landing page copy are relatively straightforward:
    • Use simple sentence structure
    • Keep all sentences concise and to the point.
    • Use short words. Get your point across quickly.
    • Don't be too fancy.
    • Say what you want to say in a basic way.
    • Have clear CTA's

    Copywriters know that the only way to know if their copywriting is a success is if they experience high conversion rates for the landing page, without this the copy is simply waffled without any real purpose.
    Landing pages have a clear purpose, to convert readers and deliver sales.

    Tips for writing effective landing page content
    Testimonials - Using your customer testimonials is one of the most effective ways to get results on your landing page. Testimonials are compelling and show prospective customers what your product is all about and why they should be apart of the action. Testimonials should take pride of place on a landing page and if you can include a real picture of your customer even better.

    Outline your FAB - your features, advantages and benefits are your core selling point so don't forget to share these on your landing page. Don't assume everyone knows what you're offering and what the benefits are of your product or service. If you outline what the product or service will solve in the prospective customer's life, this will provide a serious solution. Solution selling is effective and usually, when a customer starts their search online they will have a solution in mind, they just need to find what they are looking for without the pushy sales pitch.

    Develop a headline that stands out - your prospective customers will make their decision fairly quickly once they are on your page, so you need to make your headline strong, clear and compelling. Get to the point and say what you want to in around ten words or less.

    Be visual - add visual elements that reflect your brand and will resonate with your audience. Take the time to find imagery that matches your brand, if you need to get this developed it could be worth it. Don't use an old stock image that makes no sense.
    Use bullet points - where possible structure your content in such a way that your reader gets your benefits and points quickly. Short, sharp statements are usually best.

    Add a clear sign-up box or opt-in feature - have your opt-in laid out on the page in such a way that it is clear what you want the subscriber to do. Make it the hero and make no apology for it. Be aware of what elements are mandatory and test this with a test market before making the landing page live. If you only need an email address and first name, only ask for this - having ten mandatory fields is not going to get you as many conversion as having a quick two-step process.

    Write the way you speak - if you write in a friendly and conversational tone, you will more than likely capture the attention of your reader and allow them to be engaged enough to sign up for more information from your site. Use language that suits your target market and is aware of any cultural elements of language that you should include in your landing page copy.
    Other points which may assist with your landing page results:
    • Use video where possible - this may increase your conversion rate
    • Show your social media links - if you have them
    • Add in your business contact details - this will allow people to contact you if needed
    • Add a free trial - this offers users the opportunity to 'try before they buy.'
    • Persuade your audience without being too sales-focused
    • Write in the second person
    • Use examples in your testimonials

    Before you start writing your landing page content consider the following questions, this may help you write even better content that gets even better conversion rates:
    • What's the landing page's purpose? What is your target?
    • What are you offering your prospective clients?
    • What are the benefits? What is your value proposition?
    • What are the critical elements your customers need to know?
    • What information do I need from my prospective clients?

    Whatever you're trying to promote whether is it signing up subscribers for your blog, asking people to request a quote, trying to get people to sign up for a free trial of a software program or even trying to sell an eBook, you're going to need to be super clear about what you're trying to do.

    Landing pages will need to be tweaked; that goes without saying, and you should be open to testing and tweaking as to ensure you get the results you are looking for. To ensure your landing page is making an impact be clear about what you want and keep your landing page super simple.
    {{ DiscussionBoard.errors[10714086].message }}
  • Profile picture of the author ewenmack
    gingerninjas, are you being paid by Freelancer to post on this forum?

    Best,
    Ewen
    {{ DiscussionBoard.errors[10714416].message }}

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