Landing pages have a specific goal: to encourage visitors to a website to take a specific set of actions.
The directness of this type of sales pitch can lead website owners to neglect the written copy that’s present on a page to the detriment of both the visitor and the site. Placing a greater emphasis on content writing can help a site leverage its landing pages to greater effect.
More Than a Headline
One of the most common problems on landing pages is an excessive dependence on headlines. It’s easy to reduce the process of building a landing page to an artless and scientific process that simply assumes the visitor will follow the steps from A to B to C.
Unfortunately for site operators, the modern website visitor is often a skeptical sort, and it’s important to build the copywriting on a landing page into something more robust than a strong headline and a distinctive product photo.
What Makes Good Copy?
Content writing on a landing page needs to service the basic list of goals that should be expected of any direct marketing effort. A landing page ought to:
- Be concise and purposeful
- Clearly state benefits
- Deliver strong proof of claims
- Make a call to action
- Permit follow-through
A landing page has to do a lot of work during the limited time that a visitor allows. More than other types of writing for the web, landing page copy needs to be geared toward real people.
Website operators should consider finding a writer through a copywriting service in order to achieve professional results.
In fact, working with multiple writers can allow a site’s operators to conduct extensive A/B testing and see what appeals and styles work best to direct visitors toward a particular action.
What to Expect
Professional content writing for landing pages should be a form of direct marketing. Remember that every product page on the web is direct and unapologetic.
Solid copywriting on a landing page should get to the point, explain the benefits of a product or service and allow the visitor to figure out what the next step might be toward taking the desired action.