How to write a Landing Page

Selling is becoming more and more a challenge for most businesses. As buyers get more informed and demanding, a strategy should implement more tools to convert these prospective sales.

Therefore, a well-optimized landing page should be part of your marketing strategy as it could be crucial in launching any product or service by gathering well-informed leads and warming up prospects about the value of your brand.

Purpose of a Landing Page:

Quote from HubSpot:

A Landing page is a specific page designed to convert visitors into leads.

The stand-alone landing page has one purpose: to persuade the prospective buyer in taking the following action on their buyer journey, and therefore, it has a specific task where the call to action is crucial. By identifying where your ideal buyer is on this journey, you can persuade him to take the action you want them to take.

A good landing page will increase the chances to find the right audience willingly to buy; there are many benefits associated with a landing page. You can study your audience and catch preferences and needs much better because you engage directly with them. You can gain new leads and new prospective customers targeting the right audience, increasing loyalty to your brand. You can increase your authority as the landing page will allow you to show how good your brand is in the sector you operate.

In other words, landing pages are an excellent way to expand your audience sphere and nurture and foster your target group of consumers, the ones that are the most interested in your products and therefore relevant to your brand.

Other benefits of a good landing page:

• A landing page uses target keywords; you can design a landing page that could boost your product on the top of Google Search.

• A landing page promotes precisely one product; you can track how successful that product is and what kind of audience likes these particular items/services. So you can test a new product and see if it has a potential market.

• A landing page can move your buyers swiftly through their purchase journey because it focuses on taking one action and asking the buyer specifically to act on that.

Example of  a Landing Page:

Landing pages are instrumental to one specific goal; therefore, you must keep the attention of your reader one only element.

For Instance: if you want to launch a new mascara, you can promote a webinar on how to use mascaras and eyeliner like a pro. You design your landing page to capture your readers’ email, so the information you give to your readers must be attractive enough for them to want more from you. Promote the webinar by launching an ad that leads to your landing page, where you give the link to your webinar and ask for contact details and other information you want to know.

Let’s say you have a new online course to launch; you can create an e-book about resolving specific issues around the topic of your online course. You give the e-book in exchange for your readers to fill the page with their details and email address.  

Landing pages are specific to one service or product only. Therefore, you should create a unique landing page for each product you want to launch and with a unique CTA

 A landing page is where a visitor “lands” after clicking on a link through an email or an ad.

 Landing Page Structure.

The principles that should govern your copy:

1.       Landing pages have one specific object and purpose

2.       Landing pages are specific to the audience they want to target.

3.       Landing pages are driven by the CTA

4.       Landing pages rely upon ads

As you can notice, landing pages are all about conversion and around one specific object, leading ( the e-book, the webinar, the newsletter ) to a single action, so the first rule of thumb is to keep the visitor’s attention focused on these elements and minimize distractions.  

Every word should lead them to sign up or take the CTA you want them to do.

Tell people what they have to do, so your CTA should be firm and clear.

Make sure it is simple and crucially; keep it clear and easy to navigate.

A good landing page gives value to your prospective customers so you should research the target audience’s language and needs.

Once they have signed up, make sure they receive a welcome email.

Your copy must have:

A catchy, simple headline that says straight away what it is all about (see my article about how to write killer headlines).

A subheadline that makes people stay on the page. In comparison, the headline’s job is to attract people; the subheadline is to persuade people and gives more details to the reader. In other words, you can go a bit more in-depth with the subheadline.

A body text that gives readers more details and persuades people to take the CTA, and make it truly irresistible for the reader. Every word used should have one mission: taking the reader to the offer.

A powerful graphic that helps to catch readers’ attention; do not try to design the picture by yourself but contact a professional graphic designer and work together to match the design with the copy. Your visuals should be consistent with your message, audience and brand.

A CTA button which triggers the customer to act; you ou should send a powerful message so, perhaps avoid phrases like “ Find out more” or “ Explore how” but you should put an urgency without giving the reader the time to think about it because the more they think, the less they act. Therefore, use some urgency and excitement in the CTA wording; “ Are you ready to the xzyy? Grab this amazing offer now!”; “ Don’t miss this incredible opportunity you are just a clik away! Subscribe”

How do visitors find the landing page?

Crucial to a landing page are ads; by ads, visitors, especially new leads, come to know the landing page through Social Media Ads or Google Ads or any other marketing tools you can create. Make sure that there is a solid and clear message in your ad about the landing page they will visit.

However, they can arrive from an email they have received. It depends on what you want to use to promote the landing page.

What can I promote through a landing page?

Not only e-books and webinars:

You can invite your prospectus leads to:

1.       A virtual event to promote a new service/product

2.       A free lesson to promote an online course

3.       Community membership. If you rely upon engaging with your target audience, promoting a community page can be an excellent way to foster new and old leads.

4.       Free trial to introduce features of a new product/service.

5.       A give away product

6.       A newsletter/email subscription.

Is the landing page part of my website, or should it be a stand-alone page?

Landing pages can be one of your pages, which can be an advantage or a disadvantage. An advantage because readers can browse and look at the other aspects of your website so that the landing page adds value and could potentially increase your brand authority.

But it could also be a distraction. The purpose of the landing page is to trigger the user to take action, and if they are browsing away from the landing page, your strategy can potentially fail.

Therefore, best to build a complete stand-alone landing page with the above characteristics. Many software can offer a quick way to build up a landing page; consequently, it should not be difficult.

What if I don’t have time or I don’t feel confident to write a landing page?

I hear you! Time can be tricky for a business owner to look at how to build the perfect landing page, and if you need help, please get in touch with me. As a copywriter, I will be pleased to write the best copy to make your landing page a stunning one.