3 Top Tips For More Awesome Landing Page Content
How much time are you spending on developing your landing page content? It takes time and effort to get it right, because not only do you need to capture the attention of visitors, you need to get them to actually do something. This is what landing pages are all about, no?
Truly awesome landing pages do not happen by accident. Just like your articles and blog entries, they must consist of quality content that forms an all-inclusive web content strategy designed to compel action.
When it comes to building your readership and expanding your client base, landing pages can be even more important than quality posts. They are often the first impression that visitors have of your service and they are a simpler, more direct call to action.
Before you write another blog, article, press release or white paper, take a look at these three tips for writing awesome landing page content:
1. It's All About the Call to Action.
Landing pages are not the place to provide the viewer with a ton of information. No matter which type of page you use, you must always focus on communicating the call to action as succinctly and effectively as possible. Think about this, the visitor should have an immediate answer to these two questions as soon as they look at the page:
- What does this company/person want me to do?
- Why should I do it?
For example, if you are attempting to collect contact information, it should be apparent that you want the user to input their name, email address and other pertinent information. You should also communicate why you want the information and what you are going to do with it. Don't get caught up trying to "sell" your company to them; if you want to do that, you can include a link to your website or blog but do not include it directly on the landing page.
The layout needs to focus the attention on the call to action as well. You should think about drawing the visitors eyes to the center of the page and placing the call to action right there where it easy to recognize and execute. 2. Find a Way to Relate to the Viewer.
Even if you are trying to get them to buy something or give you money for any reason, you can still do it in a way that appeals to them and makes them feel important. That is why you have to include the "Why" as a focal point of your landing page. They need to feel like you are providing them with a service or solution to a problem or even simply that you share there concerns.
Part of that strategy is responding to any objections before the viewer raises the question. You aren't available to answer there concerns so you have to supply the answers and reassure them so they will feel comfortable giving you their information or money.
The trick is, you have to address these concerns without taking away from the call to action. It is a delicate balance and it may take some trial and error to figure out the right mix. Do your research: ask your friends who are not involved in your business and surf message boards to see what people say about other landing pages. 3. Be Direct Without Coming Across as Desperate or Pushy.
There is a thin line between writing a sales pitch and convincing the visitor that they truly need your service. Talk to them as a friend would talk to them about your call to action. The word "friend" is the optimal word there; you never want to speak like a salesman or, even worse, lecture like a parent.
One good way to do this is to ask them questions to which you have already provided the answers. You may even want to actually call your friends and talk to them about your landing page ideas as if you are looking at another company's page. They are more likely to be honest with you if you are on the phone, rather than in person, and they think you are talking about somebody else, rather than your own ideas.
Whether you're designing a traditional landing page, a squeeze page or PPC link, it is important that you plan it as well as you plan your other web content. It may take some time and a little trial and error but track your results religiously so you know what is most effective for you. Once you get it right, all your web content strategies will come together effectively and you can spend less time generating content while getting results.