How to write a web landing page in 10 steps
The Internet is awesome. It enables you to identify specific segments of the market and then taxi them to your website — like an aeroplane. So, why give your prospects a rough landing? You want their arrival to be as smooth as possible, don’t you?
Standard web pages, like Home or About , are usually quite broad in relation to whom they target. They have to be. As a web copywriter, when my clients use pay-per-click ads with Google Adwords and Facebook etc., I suggest they create a landing page.
What is a landing page?
A landing page is different to other web pages; it’s written for a specific marketing campaign and, unashamedly, designed to get a commitment (make a purchase, fill in a form or download an eBook, etc.).
What are the advantages?
We all know that attracting visitors to your website is only half the battle. For example, 1000 clicks on your web page might look impressive but if very few of those clicks translate into a commitment, then your web page just isn’t doing its job.
A well-written landing page will speak directly to your target market and dramatically improve your conversion rate.
So, what are the 10 ingredients for a great landing page?
No. 1: Consistency
Ensure that the look and message of your landing page is consistent with the advertisement that led your prospect there. For example, if your ad says something like “Three ways we can save you money”, ensure that your landing page is based around that message.
No 2: Step out of the shadows
When selling online, many people prefer to be anonymous. They call it modesty. However, a major reason for hesitancy when conducting business online is lack of trust. Anonymity doesn’t help, so step out from the shadows and show your face. Your prospects need to know that your business is trust worthy and run by real people. So, good photos of you or your team are valuable. Also, don’t fall into the trap of using stock photography of “beautiful people”. Your prospects will know they’re fake.
No 3: Use an eye-catching headline
Along with images, headlines are usually the first thing people look at when arriving on a landing page, so create a headline that is eye catching. A headline should highlight a benefit you can provide or a pain you can relieve. There are several styles of headlines you can use:
- Benefit — How to build an empire from the rubble of your failed business.
- Trigger — Three simple and painless ways to lose weight.
- News — “Making a million dollars doesn’t have to be hard”, says Joe Blogs.
- Question — Are you ready to get serious about reducing your debt?
- How-to — Learn how to quadruple your website traffic in 10 days.
No 4: Create scan able copy
No matter how well written your content may be, people will often just scan, or skim, the page — they’re impatient. For this reason, it’s important to write copy that can be read quickly and in chunks — scan able. To create scan able copy use:
- bold headings
- bullet points
- short sentences
- different colours and fonts.
No 5: Make your offer crystal clear
If your prospect is confused they will, just about always, say no. This is why you need to create an attractive offer that is crystal clear.
No 6: Provide social proof
People want to know that they can trust you. You can provide social proof with testimonials, evidence of reputable organisations that you are part of as well as likes on social media platforms such as Google+, Twitter and Facebook.
No 7: Avoid distractions
If you were a passenger in an aeroplane, you would want the pilot to concentrate on his/her job. Likewise, you don’t want your prospects to be distracted from your offering when they arrive on your landing page. Make the menu for the rest of your site invisible and don’t include links to other pages or external sites.
No 8: Make your call to action stand out
Your call to action can be an opt-in form, a link or a button. It should be highly visible and near to your offer. This is all part of creating scan able copy that’s as easy as possible for your visitor to read. Your call to action should have a sense of urgency. To create urgency you can use a bonus or scarcity approach:
- Bonus — Buy now and get a 20% discount.
- Scarcity — There are only five places left, so buy now.
No 9: Finish with a footer
Make sure that all your contact details are in the footer of your page and, to engender trust, I suggest showing your physical address if you can.
No 10: Test your results
The best way to see if your landing page is working is to test it. This can be done with A B testing where you try one version of your page, study the result and then try a slightly different version, like an alternative title or photo. In order to understand what changes make a difference, it is important to make one change at a time. You can measure your results with Google analytics.
I hope this post has been useful. Please leave your comment and may all your customers enjoy a smooth landing!