How can you align your landing page copy with your marketing strategy?

Start collecting your audience’s language (choice of words, explanations, even sentences) in a spreadsheet for your landing page. Look for patterns in testimonials, interviews and case studies to make it sound more like them.

The most insightful research you can do is Voice of Customer (VoC). That simply means talking to your ideal buyer. Here's what you want to know... - the language they use when they talk about and look for help with their problem - what they have tried before and why it failed - what outcomes they want and why those outcomes really matter Mixing traditional avatars with the Jobs To Be Done framework is a powerful way to approach this work.

Your landing page must balance two competing goals. Quantity of people who engage vs quality. Begin by optimizing for quality. Your copy and landing page's offer (and there's usually an offer) should attract the right people but also filter out those who are not a good fit. The simplest way to do that is simply by naming who you are for why your page matters to them. If that resonates with your ideal leads, you're off to a good start. And don't be afraid to be explicit. Next, make sure whatever the landing page is promoting - your service or a lead-generation offer - is tailored only for your ideal leads. That will act as a quality filter. Once you have dialed in quality, you can focus on increasing traffic for better volume.

Headlines get a lot of attention. But due to big spotlight it gets on its importance, the craft of writing itself goes for a toss. That is why it is important to get one thing clear — there is only one rule to writing a good headline: It should communicate the USP of the brand, clearly. A good way to ensure this is to use the following formula: USP/Solution + Problems Solved + Action To Take. There is no specific order for the components to appear, but it is suggested they be there. Also, all the component For example, "From AI compliance to competitive advantage" is a blog headline by Accenture. Why does this work? It tells you the USP (—?competitive advantage) and problem-solved(—?AI compliance) very succinctly.

Perfectly correct, and the average visitor only stays for 8 seconds so the content should be about the benefits of your product or service and a call-to-action like here is the subscription button. It needs to be very short and give the option to read more.

There is a LOT written about the importance of headlines and rightly so, but... Remember that your landing page is not an island. Your visitor didn't magically appear there. They have probably read something before getting to your landing page that you also wrote. That might be an ad you've run or your LinkedIn profile. Whatever they've read, it made them click to go to your landing page. That message matters. Especially if it's from paid traffic. So... Make sure your headline is coherent with the messaging that brought your reader to your page.

TL;DR - be clear, not clever To understand how subheads work, first think about how people read landing pages, and it's rarely from top to bottom. They skim, skip and backtrack. Your subheads need to help your reader understand exactly what is happening in every part of the page. Example... "Three ways X can save you money" "What our customers have told us" "Yes, we can arrange finance!" "Backed by our 100% guarantee" These are pretty vanilla but they make the point. They are clear and helpful, and I know that seems kind of boring, but you'd be shocked at how many pages go off the rails because they don't do the boring stuff well. The hard work is doing your research and mapping out your argument first.

Making your calls to action more specific can help with creating a clearer intent for the reader. Instead of “join now” use words like “start saving today” to define the outcome people can expect.

Write for just one person, make one offer and back it with just one promise. If you can stick to that rule as often as possible, your landing pages will be more focused and resonate deeper with your audience. That can be hard to do. We feel we should be writing for everyone who might become a client or customer, but the smart money has always backed one reader, one promise and one offer.

As a member of the hive at Tandem.Buzz, a full-service digital marketing company, I understand how synergy, in and of itself, can go a long way in marketing and advertising. If you use a landing page that in no way resembles the company, campaign, or brand, your messaging can be confusing to your audience. Though your landing page does not exactly need to replicate your website, using similar colors, images, and, most importantly, the copy can ensure that you not only get customers to go to your site - but that they make conversions.