Updated: Feb 9, 2021
Landing pages are extremely necessary when building a brand or business. They’re like the front layout of a retail store. They’re the first sight that greets your visitors and the channel that leads them to the next step. What is that next step? I’m glad you asked. The goal of a landing page is to capture consumers contact information.
Then, you can use that contact information to turn a visitor to your company into an active customer who is part of your community. Writing a landing page is more of an art than it is a science, but by the end of this article you should have learned how to write a landing page.
What Is a Landing Page?
Usually, landing pages offer a free resource or an enticing sale promotion that will encourage the visitor to submit their contact info. This info can be collected using a lead-capture form on your website - such as their email, name, and address.
A landing page is a single webpage with the goal of generating leads for your business/brand. It focuses on a single stream of traffic. For example, let’s assume you have a simple, six week workout plan that you want to release to the public via e-book. You decide to share this resource with your audience through an email marketing campaign.
To do this, you would create a landing page. This webpage would have the singular goal of capturing people’s emails. In return, they would receive your downloadable e-book through an automated email from you.
The single stream of traffic your landing page focuses on is the target audience interested in a downloadable workout plan.
You can use anything from email newsletters, e-books, online courses, free product trials, upcoming events, community membership, or a sales promotion code to entice website visitors to submit their contact info.
The free resource is the strategy while the landing page is the method.
Why Do I Need a Landing Page?
It is true. You can offer these resources as a contact form on every webpage of your website. But, there is something special about a landing page. The goal of your website is to inform or educate an audience about your company or brand. A landing page, on the other hand, has the specific goal to convert.
A website needs conversion copy spread throughout. A landing page should contain NOTHING BUT conversion copy.
In fact, most landing pages will even restrict the amount of navigable links. This encourages the visitor to complete the call to action before clicking away.
Imagine you’re running a Facebook ad campaign promoting a sale on your new all natural make-up line. Do you want your audience to click the link and be led to your homepage where they could be lost among the fray? Of course not! You want them to be taken to a page where they knew exactly what to do - submit an email and receive the sales code.
Make it easy on your audience.
If I don’t have you convinced that you need landing pages yet, listen to these statistics:
Fewer than 3 out of every 100 people who click on your ad will give you a sale.
You only have 7 seconds to make a good impression.
Sixty-one percent of online marketers say generating traffic and leads is their biggest challenge.
Companies that use targeted landing pages generate a 4 to 10 times higher response rate than generic email blasts and outreach.
Landing pages are a key marketing strategy that you don’t want to miss out on.
How Do I Write a Landing Page?
There are several components to a landing page you want to get right. It’s important to have good copy, but you also need to utilize these techniques.
Use customer testimonials - No one can write better copy than a happy customer. Testimonials produce conversion out the wazoo. They give the customer insight into what to expect from your services or product.
Focus on benefits, not the product or service - Customers already know the “solution” you are selling them. They learned it on Youtube or by doing a google search. What are the benefits they get from working with you versus doing it themselves?
Write a good headline and call to action button - Statistically, people are more likely to read your headline, CTA button, and sub-headlines. They will not read short paragraphs of text, image captions, or even bullet points.
Write clearly, conversationally, and keep it simple.
Be persuasive by using numbers and detailed statistics - Your audience is more likely to believe you if you use specifics rather than something like this: “My clients see a HUGE increase in weight loss!” How much of an increase? Give me the numbers.
Ten Words to NEVER Use in Your Landing Page
Your landing page is clean, uses good graphics, and limits navigable links. You’ve even added a few customer testimonials. Now, it comes to the actual words part. Below you’ll find a list of ten words you should never use for your landing page. Remember, don’t go all out. You want to keep it simple, and you especially don’t want to sound “salesy.”
Avoid these words to write an effective landing page.
Excellent customer service
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I hope after reading this article you’ve learned a thing or two about how to write a landing page. If you still don’t feel up to the challenge, I offer conversion copy services for all budgets. Send me a message and we can talk about how I can help you!