Thursday, May 10, 2012
How to Write a Landing Page that Really Sells
When we talk about creating compelling web content, it’s easy to get stuck with a focus on blog posts, SEO articles and main page content. But the term ‘content’ covers lots of other things, too – including landing pages. Whether these are ‘squeeze’ pages designed to get the visitor to submit their details, or a page that outlines a specific feature for a certain web query, landing pages are often the bread and butter of web promotion. So how come no one really talks about them? Well, we’re putting a stop to that. Let’s take a look at some top tips for creating a landing page that really sells.
Make your call to action as accessible as possible
Whether your landing page will be where visitors arrive from PPC ads (think Google Adwords), or where they’ll come to as a result of your own SEO efforts, your aim will often be the same: get them to do something. Now, this ‘something’ could be submitting their email address and name for more info, or it could be them actually opening their wallets and buying something. Whatever the end game, the content on your landing page needs to make the process quick and easy for the visitor – and that means an accessible call to action that doesn’t require too much on the part of the user. When you’re writing the content for your landing page, always keep in mind where your call to action will be. For some it’ll be right at the end after you’ve delivered your pitch, for others it could be at the top or on the sidebar. Whatever the case, your copy needs to be informed by your design – and simplicity is the name of the game.
Talk to the reader as a human being, not a walking wallet
While your objective may be to extract money from your visitors, your landing page needs to treat them as the human beings they are. If they’re going to spend money on you or your service, they’ll only do it if they feel you’re answering a concern of theirs or fixing a problem. Your copy needs to be sympathetic to this concern, so try to put yourself in the shoes of your intended audience whenever you write landing page copy. In this way, you’ll never write anything that misses the mark.
Imagine the objections and address them
Writing a landing page is much like giving a sales pitch, but unlike that scenario you can’t respond to objections. For this reason, it’s always a good idea to imagine where people may have questions and address them in the copy. For example, if you’re writing a landing page for a HGV insurance service, you may want to imagine the questions that HGV drivers may ask (which types of cars are covered, what are the terms, and so on), and then answer them in the copy. You could even include a small FAQ section if your design allows it.
Be pushy, but not too pushy
This point really represents the ‘fine art’ of the landing page: writing copy which is compelling enough to generate real results, but not so compelling that it scares people off. The best landing page copy is that which makes readers realize how much they ‘need’ the product or service. This can be achieved through the use of strategically placed questions: ‘Are you tired of paying too much for your insurance?’ Alternatively, you could provide mini case studies that show how others have benefited from the product or service. The latter tend to be very effective, provided they’re believable (yes, that means you can’t just invent them).
Follow the above pointers and you’ll end up with a landing page – or a squeeze page – that will be highly effective and should bring some success. As with other aspects of online content marketing, it’s very often a game of trial and error, so if your first landing page doesn’t cut the mustard, rework it as per the points above and try again. Eventually you’ll strike the magic formula that makes your product or service truly irresistible – and all thanks to some cleverly written web content.
This post came courtesy of Lucy Faraday, a full-time professional writer and researcher for over five years.