In the world of digital marketing, the landing page has a huge significance. This is a standalone web page that you create for the purpose of promoting a product or service. When someone clicks on a link in a guest post or a Google ad, this is where they end up. Will they get your product or service? It all depends on how attractive the landing page is.
We’re not talking about attractive in terms of design, although that’s an important factor, too. We’re talking about the content on that page. It’s supposed to call the visitors to action and convince them that your product or service is the best one they can get for the money.
Let’s get through a few important things you need to know in order to write great content for the landing page.
1. Understand the two types of Landing Pages
In general, there are two main types of landing pages you can opt for:
1. Click-through landing page: This model is typically used for eCommerce sites. It’s supposed to warm-up the readers for the products you suggest. If, for example, you’re creating a landing page as part of your Christmas marketing campaign, you may feature a gift shopping guide on the landing page. Then, you’ll invite your readers to buy the perfect products.
2. Lead generation landing page: This type of landing page invites visitors to sign up for your email marketing campaign. For someone to give you their name and email, you have to prove they will get something valuable in return. That’s why it’s important to write convincing content here.
2. Grab attention from the very first moment
When someone clicks a link, it doesn’t take them long before they figure out if they are at the right place. They judge the landing page within seconds. That’s why you have to get their attention from the first sight.
Catherine Rodriguez, a copywriter for AssignmenGeek, gives us few important tips: “Be very clear about what the page is about. You’ll achieve clarity by differentiating key text and speaking directly to the visitor. The content must be immediately relevant to the promise the visitor got before they clicked that link.”
Clarity – that’s what matters. Don’t make the visitor browse throughout the page to realize what it’s all about. They won’t make that effort, serve the information right away.
3. Offer a solution
Do you know why people land at your landing page? They have a problem and they want a solution. Even if this is an eCommerce site we’re talking about, it must still solve problems. If you sell jeans, you need to show how those jeans are different from what other brands are offering. Find your factor of distinction and write content about it. Maybe the jeans are more affordable but just as good as the ones from top brands. Maybe they shape a woman’s body well.
Address a particular issue and show how you solve it through your products or services.
4. Make it brief
The attention span of your online audience is not impressive. They will give you a few seconds for you to convince them to stay on the page. If they see a huge block of text, they will assume they don’t have time for it and they will bounce off with the speed of light.
Make the text brief and highly relevant! Then, edit it to perfection.
VWO conducted testing that showed how removing content from the landing page increases its sales potential by 62%. Think about that!
5. Call to action
No one lands there just to read your content. Your target audience wants to take action; you just have to trigger that desire. The Buy Now button should be clearly visible. You don’t want the visitors to browse around the site just to find the specific product presented on this page.
Whether it’s about generating leads or selling products, you must call your visitors to the action you desire.
Now, it’s time for you to take action. The content for your landing page should be relevant, convincing, and straight to the point!
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