Landing pages are a big part of your Marketing.
Why? Because, if done well, they convert your visitors into leads and paying customers.
Of course, for that to happen, the copywriting on your landing page must first appeal and resonate with your audience to take them on a journey from stranger to buyer.
Here are some useful tips in writing effective landing page copy to help you.
Prefer to listen, rather than read? Here's the Podcast summary!
People visit your website for a variety of reasons.
They either want to:
This means your website needs several pages to cater to each of their individual needs (an effective website should be a “choose your own adventure” experience for them.)
But a landing page is different.
What is a Landing Page?
A landing page is a unique page on your website specifically designed and built with the purpose of converting people from visitors into leads or paying customers.
A landing page offers people a very quick way to obtain valuable information using a highly tailored message, while also providing your business with customer details.
What makes up a Landing Page?
A landing page features:
These three elements are brought together by a strong User Experience (UX) and User Interface (UI) design and layout – which allow for the most seamless transition from start to finish.
How is a Landing Page different to a Website Page?
While a Landing page is technically a Website Page, it has these three unique qualities that make them different from your normal webpages:
For more, read: What Is Copywriting For A Website
A Landing Page works by delivering the specific solution a person was promised by an initial advert, post or piece of content.
How does a Landing Page work?
An effective landing page works as the final stage in a customer’s journey before they buy.
A person sees a personalised advert, social media post or piece of content that is targeted directly to them with a deal or a solution. They then click on the advert and it takes them to a landing page that continues with this theme and gives them bite-sized information to encourage an action.
Why do Landing Pages work?
A well-written and well-designed UX landing page works because it follows up the initial content (which sparks interest) with a related message that completes the journey.
Continuing from the image above:
Take the Landing Page example below.
Here is an advert that we did during the COVID-19 Pandemic. Businesses were looking for Coronavirus copywriting services to update their customers – hence this advert.
This advert was highly effective and got a lot of clicks.
HOWEVER, if it took people to our generic Home Page, they would be confused and simply leave. The ad promised COVID-19 Copywriting services, and a normal website page like our Home Page doesn’t have anything that directly relates to this.
So, we set up this coronavirus landing page.
Now you can see how, when the person who is interested lands here, they’re given the exact solution they were promised by the advert.
What makes a Landing Page important?
A landing page is a crucial tool for marketing campaigns.
It progresses your site visitors into becoming paying consumers by enticing them with a compelling copywriting message to act and share their own information with your business.
So, instead of waiting for your audience to contact you, a landing page works by providing them with a relevant and direct solution to encourage them.
Instead of waiting for your audience to contact you, a landing page works by providing them with a relevant and direct solution that compels them to act.
When on a landing page, a person will generally submit information, like their name and contact details. This can be to lodge an enquiry or in exchange for something valuable they will receive. For example, you can offer:
Whichever you use, the end goal is still the same: converting visitors into prospects and paying customers.
The customer data you receive is valuable for your marketing strategy as it allows you to cater more personalised products and services to them in the future.
Converting readers is not easy, though!
To win a conversion, your landing page copy must be appealing, convincing and tell your readers what they need at the right time.
7 tips for creating successful landing pages
Writing words that captivate visitors, generate leads and increase sales takes talent, a background in Marketing and lots of experience.
To help you write effective landing page copy that earns results, here are some pointers:
1. Focus on targeting one persona (customer-type) only.
Your business may have more than one buyer persona or customer segment with different characteristics and interests. On your normal website, that’s ok because the content is more general.
However, a landing page is designed to be hyper-focused.
So, make your landing page specific to one customer persona, as it will be easier to tailor content that resonates with them and increases the chances of conversion.
If you have multiple customer-types, then make a landing page for each.
2. Make sure the landing page’s headline is compelling.
Write a headline that is impactful and clear, so visitors know they’ve found the right page that speaks directly to them and offers them the solution they’re looking for.
3. Emphasise benefits rather than features.
It’s natural for businesses to default straight to explaining features, rather than explaining how your customer benefits from these.
Instead, explain why you’re a relevant solution for their pain points by emphasising the benefits you provide. For example, how can you make their life easier, how can you eliminate their problems and how can you be of advantage to them.
For more, see: Why Does Copywriting With Benefits Engage Your Audience More Than Features
4. Write simply and efficiently.
For a landing page to convert, the copywriting and design must be direct to the point, engaging and concise.
Avoid writing lengthy sentences, as people will just skip on them. Try using bullet points and single sentences, with simple wording.
For more, read: 3 Tips To Improve Your Website Copy
5. Put in some relevant testimonials.
A good landing page relies on social credibility to seal the deal. And what better way to convert visitors than to let your own customers speak for themselves?
Your audience looks for reviews before responding to any call to action. Testimonials are effective in converting as they show real-life experiences about how your products or services are beneficial.
6. Use accurate and specific information.
Which is better: “This can provide you with great results!” vs “This can offer a 90% increase in your website traffic in just one month!”
You’re more incline to be convinced with the latter because it provides unambiguous expectations. People can be easily influenced if they are provided with accurate and specific information - so use numbers, percentages, and facts as much as possible.
7. Ensure your instructions are clear.
Ask for conversions, so you’ll get them!
State what they need to click, how they must fill out the form, what action steps they can do next and how they can contact you if they need further help.
Don’t assume – tell.
The success of your landing page’s conversion hinges on how well you do all of the 7 tips above.
Effective landing page copywriting plays a big part in this. Make sure your words deliver value to your site visitors; all while persuading them to take action.
Ok, it’s your business’ turn!
Crafting effective landing page copywriting is necessary to convert visitors into leads.
However, we understand that it’s a challenge, especially if you have other urgent matters that require your utmost attention.
Luckily, you can always rely on freelance copywriting experts to assist you if you’re finding it hard to do landing page copywriting on your own.
How to hire the right copywriting services?
Not everyone can do copywriting on their own.
You may lack the time, the ability and resources to do what needs to be done. But this definitely shouldn’t stop you!
There are professional copywriting services offered by many local freelance copywriters who can cater to whatever your business needs.
Quality freelance copywriters with Marketing backgrounds are experts who can help you create the right types of content (audio, visual or written) for your business through their skills and experience.
They offer various benefits without the ongoing costs of a full-time employee.
See: How to hire a copywriter – the 7 steps your business should take.
How Can Melotti Media Copywriting Help You?
To engage your customer and achieve ongoing business success today, you need quality copywriting and consistent content. However, we understand that this is easier said than done.
You’re time poor and spread thin, and writing isn’t your expertise. So, focus on what really matters, while we take care of all of your copywriting and content marketing needs!
For more information or to speak to a quality copywriter to get the results your business deserves, contact me now at firstname.lastname@example.org.
I can sharpen your words to achieve your goals, today!
Melotti Media Copywriting and Marketing Solutions
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DISCLAIMER: This blog expresses the opinion of Christopher Melotti (Melotti Media) and should be taken as general information only. No responsibility is taken for your actions in response to any content in this blog. See the website's Terms and Conditions for more information.