Fresh into the field? Looking to copy-write your first landing page? Instead of being overwhelmed by articles on Landing pages, find inspiration from other landing pages and articles made specially for beginners.
The time of landing pages have changed since the initial start of online traffic seekers. A landing page was easily recognized by its goal and standalone quality but landing pages today are different. According to Nifty Marketing, 7.77% of landing pages are home pages.
But the remaining 93% use a traditional method to some measure. This forms a large part of internet service providing community. The question arises, how does the user make the choice and why would they choose you over 93% of competitors? The answer lies in the content. If a user likes what they see, they read. If they like the benefits they read, they click. If they click, they convert.
The process seem simple and yet, according to Interactive Marketing Inc. a landing page only has 8 seconds to make an impression. What makes or breaks the deal? How do you make these 8 seconds count?
To answer these question, we have to start at the very top.
What is a Landing page?
In simple words, a landing page is where a user is directed to or lands on, to exchange information for benefits. If a user clicks on an offer, this is the page, they ought to be directed to in order to receive their information like name, email address and other survey like details. While the offer or subscription benefits the user, the information helps the website in lead generation.
A landing page is a sales pitch where you sell a service or product to a user and ask them to connect with you.
Where to use a Landing page?
Use a landing page where there is a service or product to sell. Use a landing page to generate leads for an event. Use a landing page to sell event tickets. Use a landing page to nudge subscribers. Use a landing page to sell coupons. Use a landing page for limited time offers, for a launch of new product, for feedback, for surveys, for prompts, for advertisements, for PPC and more. Make use where an independent action is required by the user on immediate basis.
Use a landing page to inform and entice users without the distraction or possibility of leading away other than ‘call to action’. To make that happen, focus on the content of the page, written and visual.
To make user’s 8 seconds of decision count, the first step is to get visual content right. Only then the user will read through the landing page. Once they have made the decision to stay, then the written word comes into play, leading towards CTA.
Here are a handful of easy-to-remember pointers for visual and written content.
Effective tips for Landing Page Visual Content
- No distractions
The major difference between a website homepage and landing page is the lack of navigational elements that leave the audience open to navigating to other pages. Keep clickable elements to a minimum. Use the logo to redirect to homepage in case the user wants to explore your website and other services.
Obviously, keep a clickable Call-To-Action button which might state ‘subscribe’, ‘apply’, ‘create’, ‘register’ or any other action you require for conversion.
- Add video, add value
If you have an explanatory video of the service or product, make sure to embed it in your landing page. Do not create a back link until absolutely necessary. New launch products have videos that speak tons without users having to scroll or find their way to information. Many a times, event ticket pages have videos of artists or events from last performance.
Videos speak for themselves, literally.
- Use Inforgraphs if applicable
Landing pages, these days, often convert into a mini-site with too much information and no conversion. If you have large information to give, use info-graphics to present your material in a concise format.
DO NOT make the info-graphics clickable.
- Use right imagery
Landing pages need images for two purposes. First, images say what the landing page is about and second, they save your page from looking like a school textbook. They give a needed break from monologue information while keeping a fresh look.
Stick to 1-2 images for a short page (1000 words) and maximum of 3 images for a long page.
- Location of CTA
Visually, call-to-action should always be visible to a user. The placement of the CTA must be either at the top or such that it remains hovering without distraction while the user scrolls through the landing page.
Effective Tips for Landing Page copy
- Captivating Headline
This big, bold, beautiful heading on the Landing Page is one of the ‘make or break’ factors in 8 seconds. Never exceed 10 words in a headline. State user benefit right away. Make an impact, like a punchline.
Use subheadings, if necessary.
- Informative, Precise, concise
Every tip above, for writing a headline on a landing page, leads to this point. If the user decides to spend time on the page after deciding that the headline offers what they have been looking for, they will need more information. Stay away from fluffy language, use active voice and say what you want to say in a concise fashion.
The less, a user needs to scroll and click to get the details they want, the more chances they have of taking an action.
But it is very important not to leave any information out in order to be concise. Follow in that order specifically. Be informative first and give out every detail, be precise and on point next, and, try to concise while editing. Use stats and facts. It provides authenticity to information.
- Simplify Content
Do not construct long sentences with multiple punctuation. Stay away from high end vocabulary if you want a reliability factor. And strictly no Jargon unless your user/conversions are degree students in your field, looking to further their knowledge/education.
Another way to simplify a landing page is by separate pointers or columns. Many service selling pages use this method to provide detailed information without paragraphing.
Replace clutter with clusters.
A testimony is the user’s word and thoughts which helps create reliability. If someone put in a good word for you, let the users know that they can rely on you too just like others have. A testimony, as one of my copywriter friend once said, is not a guarantee but it is hope, It’s the online version of ‘word-of-mouth’.
- Urgency in CTA
Short active sentences are effect action prompters.
Creating urgency in a user is necessary for any landing page to create conversion. This urgency is even more important when there is a form attached to CTA. As urgency goes, keep the form short to absolute details like email address and name. A CTA often, if not always, is preceded by a sentence that asks users to hurry into action because of high quality, limited time, limited offer or hours.
Don’t just say click now. Tell them ‘why click now’ in a single 5 to 10 word sentence.
Revisit and Revise
For beginners, specifically, if you are a business, improvement comes from landing page analytics.
Check you page’s performance and use the analytical data to improve upon the next page. Make small tweaks to every other page, duplicate campaigns that create better conversions and create markers for items that stir a response in the user. Keep the cycle going until you can figure out the kind of pages your users respond to.
Now, you are all set for your first ever landing page.
See you next blog!