For free resources and downloads for authors and copywriting clients head to my Freebies page

How Do You Write Landing Pages?

Conversion copywriting is a sought-after skill…but here’s the naughty little secret, it’s only partly talent.  Writing landing pages that convert is something that can be taught.  So let’s teach it.

What is a landing page?

Let’s take it back a step first.  A landing page is different from a standard website page as it’s somewhere that you direct your visitors to once they take an action.  So, for example, the page they land on when they click on a Call-to-Action (CTA) in an email. 

Why are landing pages important?

A landing page’s job does not end when your visitors click through to it, its entire purpose is to then turn that click into another action – a sale, a signup, a download…whatever it may be.

Good landing pages are designed to improve conversion, which is ultimately the purpose of your entire online presence.  So it is really important that you create good ones.

How do you write a good landing page?

1. Benefits not features

Just because it’s in my head due to recent research, let’s pretend you sell microphones. I’ve clicked through to your landing page after watching a video all about the different microphones you sell.  In order to get me to go through to your shop, you need to convince me of the benefits of choosing your product over another.  I don’t need to see the available colourways, or the extension length of the boom arm – I already know what I need.  The solution sales method is not how internet sales works…but that’s for a different blog.

I don’t want to know what a microphone does, your benchmark pricing, or an indepth explanation of each feature.  I’ve done my research, when I come to your landing page I’m ready to be convinced, not taught.

2. Show me what real people think

Customer testimonials is one of the proven ways to turn a flat landing page into a converting page.  No matter how good your copywriter is, they will not be able to write something as convincing as a real human customer can.  It’s called social proof and it’s the reason we all read Amazon reviews.

3. Don’t forget the headline

Remember my last article on ‘No one Read’s Websites’?  Same goes for landing pages, but I cross my heart that they will read your headline, so spend at least as much time on it as you do on the rest of your page copy.

4. Break up the text

Subheadings, lists, images (with captions) and even videos.  Breaking up the copy will draw people in, and lead them down to the big CTA you have waiting for them.  Keep the copy simple with clear statements.  Use numbers and facts not wishy-washy, long sentences.  Now is not the time to make your customer work for it.

5. Write for people, not for Google

I’ll say it again for the people in the back.  Your LANDING pages are not for SEARCH ENGINES.  These are campaign pages that you are directing people to.  So write them like you are speaking to a human, I promise you it will make all of the difference to your pages.

And that’s it – that’s how to write a good-quality landing page.  The bonus step that the pros will do, is that once they have a cracking landing page created…they do it at least two more times!  You see, if you are spending money on a campaign it’s a good idea to create multiple landing pages so that you can use A/B testing and find out what’s working, then review and adapt.  If you have a single landing page and you don’t know why it isn’t working, that’s what I would do next – but if that’s a step too far, get in touch and I’ll do it for you!

Categories
Scroll to Top