How Do You Create Compelling Content for a Converting Landing Page?
They say the first impression is also the last. A great landing page, then, is your chance to make a mark on your target audience.
How do you keep them coming back for more? How does a good landing page become a great one?
The answer might seem simple, but it is actually much more complex than you think! It goes beyond good design and coding.
This is where a content marketing agency comes in: to mark that difference between a good landing page that’s a looker and a great landing page that keeps users coming back for more.
The Landing Page
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As the name suggests, the landing page is simply the page on which your users land. This is usually your website homepage, but it can also be specific to a situation. If you’re running a sale or promoting a specific product, for example, it may have its own landing page.
Think of when you take a flight somewhere: your plane lands on the runway, and the airport acts as a gateway to a new city. A landing page for your business is no different: it acts as a runway for your users to land on – say through a Google Ads campaign or a social media link – and access your website.
The trick to pull off here is to have a smooth landing, compel your users to stay and explore your city rather than take off again and go somewhere else.
What a Good Landing Page Can Get You
It’s not just increased conversions! Well designed and executed landing pages can do a lot for your online presence beyond that, including (but not limited to):
- Increasing your SEO ranking
- Streamlining the sales or subscription process
- Increasing your social media reach
All in all, landing pages are an integral part of your online presence: they offer a kind of shopfront and help you streamline your presence on the internet.
The Recipe fora Great Landing Page
As with all things digital marketing, while there isn’t a one-size-fits-all perfect approach to creating a landing page that works for you, a general principle to work with is to ensure that you prioritise the users you’re targeting.
There is no such thing as a perfect landing page; there is, however, a perfect landing page that works for you specifically. Here are a few things every good landing page has:
- An awesome, hard-hitting headline
- Compelling, persuasive subheadings that help your content stand out
- A stunning visual component: images and design
- An easy to digest explanation to explain exactly what you’re offering clearly
- A clear demonstration of the problem you’re trying to solve with your product or business
- A clear demonstration of what your user gets out of your product or business
- A call to action: to tell your users what they should do next
The Kicker: A Great CTA
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A punchy and compelling CTA with a visual component – a button in a contrasting colour, for instance – helps tie the landing page together and tells the user exactly what they need to do next if they’re in on whatever your business is offering them.
A Few Tips to Help You Write Landing PageContent
Writing a compelling copy for your landing page is a tricky job, but if done right, it can bring in readers, generators, conversions and ultimately revenue. Here are a few tips to help you write spot-on copies for your landing page:
- Customer testimonials to the rescue
Writing landing page content using customer testimonials is a like letting happy and satisfied customers write the content for you. These testimonials are great because they will let your potential customer know what they are signing up for!
- Talk more about the benefits
Let’s be honest, customers don’t care about your product/service; theyare more interested in how your product/service will help them. So,write more about that. Pitch your benefits more than your solutions.
- Simple is the way to go!
If you do some research, you will find that the best conversion copy is usually written in the simplest manner. Simplicity sells! So, make sure that you use simple English, which is easy to understand for a wide range of audiences.
The Upshot
Landing pages are important, and there’s no denying that. However, getting them right is tricky: there are a lot of minute and often finicky little factors to consider that can mean the difference between a conversion and a potential user never returning again. While it may sound intimidating, you can never go wrong with your digital marketing strategy if you prioritize your target audience and add value to the time they spend on the internet.
This is where a digital marketing agency like AdLift can change the game for you and do all the heavy lifting, allowing you to focus on what you do best: create.
