Whether you're writing content for your website or a client, landing pages can help boost conversion rates. However, to write them requires a combination of skill and technique.
So how do you stand out? How do you write engaging enough for visitors to take action?
What Is a Landing Page, and Why Should You Write One?
A landing page is any website page that is specifically dedicated to a certain marketing campaign. It is meant to convert site visitors into leads. These pages offer visitors something they may be interested in, such as a free trial or downloadable eBook, in exchange for their contact information. This is a brilliant strategy for building your subscriber list or getting customers into a sales funnel.
Considering the average landing page conversion rate across all industries is 9.7%, regardless of what business you or your client run, landing pages are an excellent investment — but you need to know how to create a landing page of value. Moz, for example, generated $1 million in revenue from a single landing page and a few emails.
Yes, you need to possess writing skills, but landing pages are very much a science, drawing on concepts of psychology. For example, research shows that by addressing buyers' fears on the landing pages you create, you can increase conversion rates by 80%. There are psychology-driven ways to structure your landing page, and that is important. However, your content also needs to be honest and transparent. Consumers are becoming more and more in tune with marketing schemes and don't want to be treated like a number.
As a writer, there are many opportunities available when you excel at landing page writing. More and more companies are seeking landing page copywriters, outsourcing this critical task, which is why you need to develop specific skills and become aware of what it takes to write a landing page that is sure to convert.
5 Steps to Write a Winning Landing Page
The following steps will guide you towards higher conversion rates and ongoing growth.
The key is to focus on your brand and unique selling points. Throughout the process, track results and adjust accordingly.
Step One: Know Your Audience
Before you try to learn any "hacks" or "tricks," it's imperative that you understand the fundamentals. For example, instead of jumping to UI/UX design principles, you must understand your target audience. There are several strategies to do so, including searching on Reddit.
Because people are talking about practically every possible topic out there. Read through these Reddits to see what your target audience is talking about. This is especially important if you can't personally connect with the group you're targeting. It's important to get intel to better understand the way your audience thinks and what they go through. The key is to find what the greatest obstacle or pain point is among your target audience.
Step Two: Create the Right Offer
When developing your offer, try to dig deep into your research. What is a major pain point that may not be overly obvious? Loos for common threads in the conversations you read. Then, develop a formula that will allow you to plug in your findings. This is the foundation of your landing page.
[The problem] -- Get my [whatever item you plan to offer] and [what will result].
So, for the example above, perhaps you found new moms are struggling to find the time to care for themselves, lacking a routine that revolves around their personal health.
In this case, you could write...
[Struggling to lose weight as a new mom?] Get my [guide on how to develop a routine that makes your health a priority] and [achieve your weight loss goals fast].
Based on this subject, you or your client likely operate some sort of health and lifestyle site. Perhaps new moms are one niche market you're targeting and this landing page will be created specifically with that group in mind. You may have another landing site that focuses on busy business professionals who don't "have time" to make nutrition a priority. Regardless, you need to offer something your target market wants. Only then will your landing page convert.
Step Three: Create a Strong Headline
When it comes to the tactical elements of an effective landing page, your headline is half the battle. After all, a landing page is technically broken down into two main parts — the headline and the specific benefits, showing why your product or service is beneficial to the reader.
The headline needs to grab the attention of your reader.
To do this, write the major benefit of what you're offering in three different ways. Then reformat these variations with the following strategies in mind:
- Ask a question that relates to what it is you offer and essentially have the reader answer it, creating curiosity.
- Give the reader useful information to entice them.
- Use a "how" headline to draw them in.
You essentially need to determine your value proposition and identify your main goal. That will help you develop a winning headline.
Recommended reading: 5 Rules to Follow When Writing Headlines
Step Four: Create the Body of Your Landing Page
Keeping the body of your landing page short and snappy will ensure that your audience does not lose interest.
To get all of your points across, use bullet points!
For this section, write 3-4 primary benefits and then expand upon them.
Using the example of new moms who want to lose weight, if you're selling a course, you could write something like:
- Lose weight in weeks — not months
- Learn healthy habits that ensure long-term success
- Develop a routine that prioritizes your health, interacting with others
Once you flesh these points out, they may look something like this:
- Teaches you how to alter your routine and mindset to lose excess weight in weeks so that you can go back to feeling your best.
- Learn healthy habits surrounding nutrition, exercise, and sleep that promote sustained success.
- Develop a structured routine that works for you, joining our interactive community of moms who feel just like that you. Swap stories and encourage one another.
Once you're comfortable with your points based on your ongoing research, turn those points into a short sales letter. Again, keep it short and to the point. Readers should want to take immediate action and be able to skim the content with ease.
Here is a rough outline of how you could structure your sale letter:
- What are the problems or pain points your offer addresses?
- How does your product or service help? What value does it bring?
- What makes your offer unique? How does it differ from your competitors?
- End with a strong message that encourages people to take action, showing them how they can get whatever it is you're offering.
Step Five: Write a Strong CTA
Your call-to-action (CTA) will make a huge difference in how your content converts.
Get creative and avoid using generic words like "submit" or "get started" — especially if this isn't the way your target marketing would think or talk. Always go back to who your audience is, especially when creating your CTA.
Additional Writer Tips
- Use customer testimonials. This means allowing customers to write copy for you! When others read positive reviews from real customers, they will be more compelled to take action.
- If you're selling a course, book, service, etc., it's recommended that you start your landing page with an image. People feel good buying from people instead of a faceless company.
- Always put the most important information first. You only have a matter of seconds to catch an online reader's attention.
- Describe the features of your product or service as benefits. How will they help the reader?
In most cases, it's best to use the second person. Speak to your reader, using words like you and yours.
- If it makes sense for your landing page, don't be afraid to go long-form. A Highly detailed landing page can pay off as long as it's clear and easy to read.
Connect with Landing Page Writers
Whether you're still unsure how to write a landing page that will convert or simply don't have the time, you can outsource this task to professional writers. There are many benefits in taking this step, especially in terms of your ROI.
Scripted makes this process simple, offering a large pool of talent across a wide range of industries.
Using Scripted's SmartMatch Technology, whether you're in healthcare or SaaS, there are expert freelance writers waiting to assist you.
It's time to boost your conversion rates — connect with the best landing page writers today!