What is a Landing Page?
A landing page is a page on a website that exists to persuade visitors, leads, and customers to take a specific action.
Typically, a landing page is created to send relevant traffic to it. You might send traffic to it by way of email marketing, PPC, social marketing, or blog. Landing pages are also created for purposes of generating organic traffic. But regardless of where you’re bringing traffic in from, landing pages are meant to speak to personas in an influential way.
What Makes Landing Page Copy Different from Other Content?
Because landing pages are created with the intent to persuade and prompt a specific action, the content is generally streamlined towards benefits. While cornerstone content is geared toward buyers at various steps in their journey, landing pages usually need to speak to only the Consideration and Decision Stages. In other words, a landing page assumes an average level of awareness for a product or service. It poses the question, “Why should I do this?”, as opposed to, “What is this?”
Since landing pages don’t have to be as thoroughly educational, they can be much more concise in both presentation and information. The content is written to connect with the needs of your persona, and then optimized for PPC to improve your Quality Score, or help you rank in organic search. Since landing pages are meant to persuade and connect, it’s more important that your copy is relevant to your audience before Google’s algorithm.
Elements of Great Landing Page Copy
There are 4 critical elements that make your landing page copy undeniable:
- Unique Sales Proposition (USP): For a landing page to be effective, you have to immediately communicate your value in 5 seconds or less. Your headline and supporting headline have to clearly state your offer, message, benefits, and desired action – regardless of what else is on the page.
- Image & Video: Photos and video allow you to communicate your offer in ways that words alone cannot. This is your chance to show your customers how and why they should choose you, instead of just telling them.
- Call-to-Action (CTA): Your CTA is the element on your page you want people to interact with. It could be a download button, contact form, or subscribe area. But whatever it is, it’s critical that what you’re asking people to do is exact.
- Social Proof: The use of testimonials, reviews, social feeds, and trust seals are powerful tools for instilling trust. Displaying how others have experienced positive results can drastically help to qualify and confirm your benefits.
How to Write Persuasive Landing Page Copy
1) Define Your Purpose
What is the purpose of your landing page? What is your end goal, or the action you want people to take? You have to know what it is you want someone to do. Then you can convince them of why they should do it, and what exactly they’ll get out of it.
For example, you’re promoting the eBook you just wrote about writing landing page copy. The purpose of your landing page would then be to persuade people to download your eBook.
2) Define Your Benefits
The biggest mistake copywriters tend to make is confusing features for benefits. Highlighting features is important, but it should always come second to conveying why the features matter in the first place.
Your eBook features chapters on refining your USP, writing Call-to-Actions, and how to optimize content to work with PPC campaigns. The benefits might then be improved differentiation, conversion rate, and decreased CPC cost.
3) Tell Them Why
Once you’ve defined both the action you want someone to take and the benefits of taking that action, you’re ready to begin writing your landing page copy. Use your purpose to write a simple, direct, and informative headline, followed by 3-5 benefits.
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– Differentiate your product, offer or service.
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4) Use Power Words
Similar to writing CTAs, it’s important to use power words that resonate with your intended audience. Power words help to trigger the completion of your desired actions. For landing pages, power words should be used to strengthen your headline, sub headline, and emphasize the benefits.
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5) Be Creative
Also similar to writing CTAs, it’s important to appeal to your audience in a clever way. You don’t want your landing page to make your offer seem like “a dime a dozen”. However, as stated throughout, it’s essential to be explicit and not overly clever.
6) Add Details & Social Proof
After you’ve created your headline, benefits, and CTA, you’re free to add important supporting details and testimonials to build the rest of the page. Feel free to truncate relevant quotes to let the most powerful phrases speak for you, but make sure to maintain the expectations you’ve set in your landing page content and CTA.