The Secret to Creating Great Landing Pages

Landing pages are one of the tools in digital marketing to drive conversions. It is a web page specially created to provide exclusive content or offers from your brand. For example,? special prices of products or services, email subscriptions, and free ebooks. From corporates to startups, marketers need great landing pages if they want their marketing campaign to bring significant results.

Unfortunately, landing pages won’t automatically perform well. Customers’ decision to stay on the page and do something; or close and leave it is dependent on the page content. Thus, you still need to persuade and convince the target audience to ‘accept’ your offer through the landing page content.?

But content alone is not enough. The landing page has to make a visual statement too. A well-designed landing page can attract more customers and encourage them to take action on the page.? In short, you need to be strategic in writing and designing landing page content to target your audience better and increase the conversion rate.

Here are some tips for writing great landing page content that drives conversions.

Why Does Landing Page Content Matter?

A landing page is a standalone web page that serves to drive conversions from customers. In general, this landing page can be divided into two versions. The first is the lead generation landing page (lead gen) which allows you to collect your customer's data. Usually, this data is used to personalise the relationship between the brand and the customer built in the long term. Second, the click-through element of the landing page serves to drive sales. Both of them have essential roles according to their respective uses. Then to what extent does the landing page's content matter?

First, solid and compelling landing page content will complement the well-designed landing page. A visually attractive, yet not too flashy page design will make visitors more comfortable and easier to navigate the page. While your well-written content will work to 'hypnotise' the customer to do what you want them to do.?

Second, you can put relevant keywords on your landing page that boost its rank on the search engine results page (SERP) while users conduct organic searches. As a result, your landing page content will be more visible and easier to discover.

Easy Tips for Writing a Great Landing Page Content

How to make the landing page content perform well and be able to convert visitors? ?You have to keep an eye on content ideation, making, and evaluation process to get the result that you are hoping for on your landing page content. Otherwise, you cannot get the maximum benefit and the result won’t meet your expectations. So, here are tips for landing page best practices to make your landing page content work.

Identify Your Campaign Goal

Before executing the landing page copy, you should know the purpose of the campaign. Whether generating sales, creating new leads, getting new subscribers, or any other conversions you want. Be specific in deciding your goal as you expect the visitor to take a? specific action.

The marketing campaign goal will serve as your guide in creating the whole landing page content, from the heading, body, and the footer to the? call-to-action. By knowing the goal, you can also stay focused on the goal and keep on the right track while creating content.

Create the User Persona?

To create a blog or social media content, you need to serve the ideal use. Start by creating a user persona. Make it as detailed as possible by understanding who your target audience is, their pain point, and how they prefer to? communicate. Without this, you will find it difficult to do the rest, like language selection, call-to-action, and the visual concept of the landing page. If you are not crafting the user persona precisely, your landing page will not perform to expectations.?

Set the Headline

A headline should have three functions at once:?

• Attract attention,?
• Provide an overview of the content, and?
• Encourage users to take the action.?

Moreover, as most people have a habit of skimming, writing compelling headlines to catch their eye, and making them understand what they read is necessary. So, take the headline creation seriously to make a great landing.?

To immediately grab attention, make sure the headline is placed in a visible position or you can highlight the font to make it clearer. Not less important, keep it simple and to the point with short sentences.?

In addition, mention the visitor's pain point and your brand's solution, make a clear and compelling headline, and use easy-to-understand words only. Otherwise, visitors could be bored reading long content and will possibly close the landing page immediately.

Show off the Benefit and Solution, Not the Feature

Visitors are not interested in your landing page content because of the features you offer. Instead, visitors are interested because they want to know more about how far your brand can solve their problems or fulfil their needs.?

For that, instead of glorifying your brand feature, you should highlight what benefits or solutions you can offer. Show them that your brand is relevant to their problem and they didn't make the wrong choice when visiting your landing page.?

You can convey this through writing, pictures, or videos. Nevertheless, keep in mind to make the copy simple and easy to read with plain language. If this is successful, the opportunity for them to make a purchase, subscribe, download, or contact you is higher.

Use Data to Support Your Claim (Avoid Self-Claims)

Most often landing pages make tall claims of being the best or the cheapest or the likes.? We know you want to convince visitors that your product or service is an optimal solution. But to what extent can your claims be backed or accounted for??

Avoid making too many claims without strong legitimacy, as it will boomerang. Customers leave your landing page if they feel they can not trust the content, thereby being unable to trust your brand. Thus, it's better to put supporting data or facts that can be traced back to trustworthy sources.

Support Your Offer with Social Proof

Some users may visit your landing page for the first time to want to know your brand better.? However, it will be challenging when you expect these kinds of visitors to directly take action that drives conversions. So, you need social proof to assure them that your brand is trustworthy enough.

For instance, if you sell cosmetics products, people who have never used your product hesitate or need a long consideration before deciding to buy. For that, you can put social proof in your copy to gain their trust, like other customer testimonials. Because usually, they will be more confident to make decisions after there are positive reviews from other customers.

Put a Powerful Call-to-Action (CTA) for High Converting Landing

The main purpose of landing is client acquisition and conversion. So, one thing you should pay attention to is the call to action. It is essential to put visible and clear calls to action, as well as give a brief overview of what the visitor will get when clicked.?

For instance, instead of only writing “click here to learn more”, you can write “click and get the free trial now”. That's more straightforward, and visitors are more confident to click because they have a better overview of what they will get. To learn more about calls-to-action, click here: https://script.com.sg/what-is-call-to-action/?

A/B Test Your Landing Page Campaign?

Avoid expecting to be successful in the first launch of your campaign. Although it might happen, the probability is quite small. Evaluate the performance regularly to get significant improvement in results. So, instead of only curating good landing page content, you also need to test the elements of your content to measure what works and doesn't work through A/B tests.

Simply, A/B testing is a way to find out which landing page has better performance. It can be done by running two different landing pages by changing one of their elements for comparison. Some elements you can test include landing page copywriting, headlines, call-to-action, a list of benefits, visuals, videos, and overall landing page templates. Try to keep modifying these elements until you have enough data on what aspects you need to improve, so you can generate better results.

To Summarise

A landing page is a powerful tool for those who want to drive more conversion rate for your business, no matter what. You can ask the customer to buy, download, or subscribe. However, the most important thing is how you can create effective landing page content.?

The content and its flow are two main pillars of a well-crafted landing page. From the ideation phase, where you have to identify the user persona, to your campaign goal, the focus should be on the right content. Until you test to evaluate the content and improve the landing page performance.

If you find it difficult, you can trust our team at Script Consultant to execute. We offer content writing, content strategy, SEO copywriting and website SEO services with a proven track-record within the industry. Just reach us through [email protected], and our professional team will help you.