In the early days of the Internet, you built a website for your company and assumed most visitors would come through your front door, the home page. If they used a search engine like Google to find you, your home page was the link shown in search results.
Today, search engines are a lot more sophisticated. And so are the searchers themselves. They’re more precise in the keywords they use to search.
With millions of websites in nearly every niche vying for attention, how do you ensure prospective customers will find their way to your website? One proven strategy is to create landing pages.
A professional copywriter can craft a landing page that will cut through Internet clutter with tightly focused content. It should target a specific audience and promote one particular product, service or offer.
For example, let’s say you have a website promoting your home renovation business. While the copywriting on the home page is about your renovation capabilities in general, you could build landing pages that speak to your individual services.
Think of each of those pages as a doorway through which a visitor might enter. Here are some examples of landing page subjects:
You can also create separate, distinct landing pages for different buyer personas. Perhaps the industrial adhesive your company makes can be used in military equipment, car engines and computer hard drives. Each of those applications targets a specific market and deserves its own wholly focused landing page.
Dedicate a full page to each of those topics and you’ll attract visitors interested in that specific niche. Furthermore, by highlighting each subject individually, you look like a specialist in that area, which is an effective marketing strategy.
A landing page is any page that gets traffic from anywhere other than the pages of your website. It’s most commonly associated with search engine results and pay-per-click ads like Google Adwords, which allow you to direct traffic to a specific URL (web address) targeted to those visitors.
Visitors can arrive on your landing page after clicking a link from any online ad, e-mail, social media like Twitter or Facebook, or other type of targeted promotion.
What’s most important is that they took action to qualify themselves as interested in your narrowly focused topic. That’s vertical marketing at its best!
Once visitors “land” on your landing page, you want to be sure the information they find meets their expectations. It should speak to the topic and nothing else. If it meets their needs, they won’t click the back button, and you’ll soon have a potential sale in the making.
The ideal landing page should have limited options. Features like the navigation menu, side bar, and links to internal pages will distract from the purpose of your landing page. Landing pages increase conversions by focusing on a singular marketing objective.
The objective of a landing page is lead generation. You want visitors to contact you for information or give you at least one valuable piece of data – their email address. Since most buyers don’t reach for their wallet the first time they learn of a product or service, getting their email address provides you with an opportunity to contact them again and eventually convert them into a customer.
To obtain that email address and possibly other personal information, you need to offer visitors an incentive, something they might want related to the subject matter. Usually it’s a form of digital media, which can be given without cost. Some examples of common enticements offered as free gifts are:
When properly written, landing pages turn visitors into sales leads. Even if you don’t plan on selling a product now, capturing email addresses to develop your database is worthwhile for the future. When you do decide to sell something, you’ll already have a list of qualified prospects.
Want to determine how well your landing page is working? Track your analytics to see how many visitors arrive on your page, how long they stay and how many convert, that is, provide their email address so you can continue marketing to them.
A proven formula for landing page success is to include the following elements:
When writing your call-to-action, be sure it conveys the value of your offer and the relevance to your prospect, which will lead to a higher response rate. On lengthy landing pages, repeat your call-to-action in several places. At the bottom of the page, your call-to-action should include a final benefit statement to close the deal.
I just wanted to say thanks. I looked over the website copy again, and I couldn't be happier with your work. You nailed it! Suffice to say, you talk a great game but you back it up 100%.
Now that you know the elements of an effective landing page, you may be excited to write your own. However, if you’d prefer to hire a professional copywriter, one who knows how to get results with compelling landing page content, I hope you’ll contact me, Susan Greene, freelance copywriter.
I’m based in Orlando, Florida but work with businesses across the U.S. and the world in a wide variety of industries. I offer powerful, landing page copy at affordable rates, ensuring a solid return on investment.
I also partner with a web developer who specializes in landing page design so that you can get everything you need for your landing page campaign all in one place — fast, easy, effective.