Part 1: 7 Tips for Landing Page Content that Sells
A landing page is basically any webpage where you are trying to send web traffic for a specific reason – such as buy, sign up, or find something of value. And we’re not talking about your home page here. We’re talking about a specific web page that you’ve developed which has specialized content – specialized content that goes hand in hand with whatever tool you used to drive the traffic to that landing page. Traffic-driving tools can include PPC (pay per click search marketing), banner ads, email links, and blog posts.
One of the worst things you can do for your conversion rate is to send traffic to some destination that is not where they thought they were going. Think about it. You buy a ticket to the Virgin Islands; you expect to land at the Virgin Islands. If you end up landing in Wisconsin you’re not going to be happy. And most likely you will not be going shopping. You’ll bounce right back onto that plane to get out of there. When a potential customer decides to click on one of your links or ads, they are in essence, buying a ticket to a certain destination. A destination alluded to in your article, ad, or email. This means you must create a destination that matches the ad, or article, or graphic link. Here are 7 tips to apply to your landing page copy:
- Your headline
Your landing page headline should refer directly to the place from which the visitor came (your traffic-driving tool). If you can use the exact words – great.
- Call to action.
Have one! Make your call to action clear so your visitor knows exactly what to do next.1 Don’t make them work to find any information they need.
- Take out all we/our lingo
Take out all the we/our lingo and use your copy to talk to the reader. In other words, use “you” and “your.” They only care what’s in it for them, not how great you or your product is.
- Once upon a time
Put the most important factors at the beginning; of the article and your paragraphs. Use bullets to highlight because people scan. Most people are more inclined to read the beginning and the end, rather than the middle of text blocks.
- Above the fold2
Keep as much of your content as you can on the first screen (so people can read without scrolling). This means don’t think of your content in a vacuum – you need to know where graphics are going etc. so you know how much room you have.
- Only ask for information you need
If the city your customer lives in does not matter for the transaction to be completed, then don’t ask for it. Period.
- Always be testing
Make it a habit to test headlines and other content to see what leads to the most conversions.