Tag Archives: Writing a Landing Page

How to Make Every Page a Landing Page

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Landing pages have long been central to content marketing; the idea is to develop small, individual Web pages that are narrowly focused on accomplishing one specific goal—converting users into clients, most often. Grammar Chic works with clients to develop landing pages, and we have written on the topic extensively.

There is a new way of thinking about landing pages, however—a new mindset that suggests every page on a company website should be a landing page; every page should be specific and purposeful and attempt to convert users into customers.

How can you accomplish this, though? There are a few strategies that are important to making every page function as a landing page.

Make Every Page a Landing Page

First, make sure every page has a purpose. Basically, you should think of your website as a resource for visitors. Every page of it needs to offer value; it needs to help your user in some way—so how do the pages of your site help the visitor? If you can’t answer the question, maybe some of those pages need to go.

Align every page with your central branding. Are you branding your company in terms of thought leadership? Its small-company nimbleness? Affordability? Every page of your site should reflect that central branding message. For example, your About Us page shouldn’t just be a corporate history; it should underscore those branding points that are central to your marketing.

Give every page a goal. Having a purpose isn’t enough; your pages should also have goals. They should lead the visitor to a new level in the sales funnel—whether that’s getting them to read your blog, order a product, or pick up the phone and call you. Give each page an end game.

Ensure easy navigation. In leading visitors through the sales funnel, it’s important to provide easy ways for them to move from one page to the next, and to get supplemental resources as needed; this means sleek layout, but also smart internal and external linking. Provide readers with resources, but don’t distract them from the central topic and purpose of the page.

Finally, and most importantly, don’t forget the landing page basics. Every page of your site should have two key elements to ensure its landing page efficacy—full contact information for your website, and a strong, clear call to action. These elements are non-negotiable.

Talk with us about converting every page of your website into a landing page. Contact Grammar Chic at www.grammarchic.net or 803-831-7444.

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Failed Connections: Why Your Content Isn’t Landing

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Creating content is not the same as engaging your readers; similarly, communicating does not always lead to connecting. This is one of the potential frustrations of content marketing: That you might pool a lot of resources into content development and, on a technical level, do everything right—yet still fail to really engage or resonate with your audience in a meaningful way.

The good news is, this problem is not insurmountable. It’s just a matter of locating the blockage in the pipe, so to speak: Where are your efforts to connect breaking down? Where are you going too far, not going far enough, or simply going in the wrong direction?

There are some common sources of failed connection in content marketing. Some of the major ones:

You think everyone wants to hear your life story. Or, rather, the story of your business. A lot of online content is heavily “about”-centric, and the thinking is that this provides some context for trust, or perhaps that it humanizes the business. There is some truth to this, but it is also possible to take it too far. In the end, your users want to hear about the value you can offer them—not every last detail of your 30 years in business.

Your content is too “inside baseball.” Explaining how you do what you do, in great technical detail and with a lot of industry jargon, may convey a certain level of authority, but it may also keep your users at a distance. Remember: What they ultimately want to hear about is the benefits you can offer.

Your content doesn’t solve real problems. Your users don’t need you to create new problems and then solve them. They want you to meet them where they are and speak to issues they’re actually having. That’s where using buyer personas is essential!

You’re not respectful of your reader’s time. You can disrespect your readers’ time by prattling on for 1,200 words when you don’t need to, but you can also disrespect it by offering 300 words of fluff. Every word should convey value!

Remember that the point of content is to connect—and that takes some work! For assistance, contact the Grammar Chic, Inc. team today: 803-831-7444, or www.grammarchic.net.

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5 Steps for Writing Killer Landing Page Copy

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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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