The truly effective business website has compelling, effective copy on every single page—and that includes the landing page.
“What is a landing page?” you ask. A landing page is any page of your website that is narrowly focused on eliciting a certain action from readers. It may be a page on which you are asking the user to opt in to a newsletter or email list; it may be a page where you are trying to get people to download a white paper or e-book; of course, it may also be a page where you’re asking people to buy one specific product. A landing page is characterized, first and foremost, by its narrow focus on conversion. Usually, a landing page is going to be quite brief and to the point, as well.
In other words, a landing page is all about action—but how can you write content that will actually provoke the desired action?
1. You need a headline that clearly communicates value.
Usually, people find their way on a landing page because they are deliberately seeking specific information—so offer it to them, as candidly as you can. The landing page is not a place for you to show off your creative writing chops. Rather, make sure you spell out what the page is all about—even with the headline.
2. Focus on the offer.
More than anything else, a landing page needs to be streamlined. Eliminate the paradox of choice: Rather than provide information about various products, and rather than offer a number of different options, keep the copy very deliberately focused on your offer—on the action you want people to take. As you sit down to write and revise your landing page copy, try to cut out all the fat, all the excess.
3. Use your verbs.
If a landing page is designed to promote action, then of course you’re going to want to use your action words—your verbs—pretty heavily. Start your sentences with verbs, and make them strong, powerful ones: Conquer your fears! Discover the possibilities! Transform your small business! Overcome your problems! These are the kinds of powerful action words you’re really going to want to emphasize.
4. Close the sale.
The fact that the reader has opened your landing page is a positive thing; it shows that he or she is interested in what you’re offering. However, it’s not a done deal, and you’ve got to close the sale by hammering home the value of your offer. Make your landing page copy focused on the benefits users will receive when they take the desired action.
5. Keep it simple.
Again, the best landing pages are clear, quick, and to the point—so it’s always best to keep them uncluttered and easy to read and to navigate. It’s not a coincidence that most of the best landing pages use bullet points.
A solid landing page is essential for converting readers into customers, newsletter subscribers, or brand advocates. To learn more about this essential copywriting skill, contact the Grammar Chic team today: Visit www.grammarchic.net or call 803-831-7444.
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