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How can you create landing page copy that is both informative and engaging?

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Landing pages are web pages that are designed to capture visitors' attention and persuade them to take a specific action, such as signing up for a newsletter, downloading a report, or buying a product. They are often the first impression that potential customers have of your brand, so you want to make sure that your landing page copy is both informative and engaging. In this article, you will learn how to create landing page copy that communicates your value proposition, addresses your audience's pain points, and motivates them to act.

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Sanaa Harmach

Growth PM @ Integrate | COO @ Agency 99 | Community Lead @ TheProductLeaders ????
Leora Okeke

Digital Marketing | Igniting Growth Through Strategic B2B Digital Marketing | Social Media, Content Marketing, Email,…

1 Understand your goal

Before you start writing your landing page copy, you need to have a clear idea of what you want to achieve with it. What is the main purpose of your landing page? What action do you want your visitors to take? How will you measure your success? Having a specific and measurable goal will help you focus your copy on the most relevant and persuasive messages. For example, if your goal is to generate leads for a free consultation, your copy should highlight the benefits of your service, the credibility of your experts, and the urgency of your offer.

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Nicholas G.

Tech Narrative Marketing | Ghostwriter | Creating tech startup content with platform-specific precision for maximum online growth
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One thing to add here is the power of specificity. Be specific on exactly what you want your target audience to do when getting to this landing page. They've already received awareness to a problem that you can solve for them and they're trying to find a solution, a specific solution to a problem they're trying to have fixed.

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2 Know your audience

Another key factor to consider when writing your landing page copy is your target audience. Who are they? What are their needs, challenges, and desires? How can you solve their problems or improve their situation? How do they talk and think? By researching and understanding your audience, you can tailor your copy to their language, tone, and emotions. You can also use their words and phrases to create headlines, subheadings, and bullet points that capture their attention and resonate with them.

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3 Write a compelling headline

Your headline is the first thing that your visitors see when they land on your page, so you want to make it as catchy and clear as possible. Your headline should communicate your main value proposition, which is the unique benefit that you offer to your audience. It should also spark curiosity, interest, or intrigue, and make your visitors want to read more. A good headline should be concise, specific, and relevant to your goal and audience. For example, a headline like "How to Increase Your Sales by 50% in 30 Days" is more effective than "Learn Some Sales Tips".

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4 Provide relevant and concise information

Once you have hooked your visitors with your headline, you need to provide them with more information that supports your value proposition and answers their questions. Your information should be relevant to your goal and audience, and avoid unnecessary or vague details. You should also use short sentences, paragraphs, and bullet points to make your copy easy to read and scan. Your information should follow a logical structure that guides your visitors from problem to solution, from features to benefits, and from interest to action.

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Sanaa Harmach

Growth PM @ Integrate | COO @ Agency 99 | Community Lead @ TheProductLeaders ????
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Creating an informative and engaging landing page is crucial for capturing the attention of your audience and encouraging them to take desired actions. Here are some key principles to keep in mind: - Clearly communicate the value of your product/service. Explain what sets it apart and why it's beneficial to the visitor (your target audience). - Keep your content informative and to the point. Visitors often go through content, so make sure your key messages are easy & quick to understand. - Include testimonials, reviews, or case studies to build trust. This helps visitors feel more confident in the value of your offering.

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Leora Okeke

Digital Marketing | Igniting Growth Through Strategic B2B Digital Marketing | Social Media, Content Marketing, Email, PPC, SEO, Employee Advocacy | Mentor
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I've been copywriting for over 10 years and I'm always baffled how copywriters and marketers forget this basic, essential copywriting tactic. WIFM? I could literally shout this I've said it so many times about copy on landing pages (and across all sorts of collateral). Ok I'm going to shout it. WHAT'S IN IT FOR ME?! This is an essential marketing tactic every copywriter and marketer should understand before publishing a landing page. Every landing page should be able to answer the audience's question, “What's in it for me?”. If it doesn't, you will really fall short in converting your audiences.

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5 Include a clear and strong call to action

The call to action (CTA) is the most important element of your landing page copy, as it tells your visitors what to do next. Your CTA should be clear, specific, and action-oriented, and use words that convey urgency, value, or emotion. For example, a CTA like "Start Your Free Trial Now" is more effective than "Submit". Your CTA should also stand out from the rest of your copy, and use a contrasting color, size, or shape. You should also place your CTA above the fold, which is the part of your page that is visible without scrolling, and repeat it throughout your page.

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6 Test and optimize your copy

Finally, you should always test and optimize your copy to see what works best for your goal and audience. You can use tools like Google Analytics, Google Optimize, or Unbounce to measure and compare the performance of different versions of your copy, such as headlines, subheadings, or CTAs. You can also use feedback from your visitors, customers, or peers to improve your copy and address any issues or objections. By testing and optimizing your copy, you can increase your conversion rate, which is the percentage of visitors who take your desired action.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you create landing page copy that is both informative and engaging?

1

2

3

4

5

6

7

1 Understand your goal

2 Know your audience

3 Write a compelling headline

4 Provide relevant and concise information

5 Include a clear and strong call to action

6 Test and optimize your copy

7 Here’s what else to consider

Digital Strategy

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How can you create landing page copy that is both informative and engaging?

1

2

3

4

5

6

7

1 Understand your goal

2 Know your audience

3 Write a compelling headline

4 Provide relevant and concise information

5 Include a clear and strong call to action

6 Test and optimize your copy

7 Here’s what else to consider

Digital Strategy

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