A landing page is a webpage where you send targeted traffic with a specific aim in mind. This traffic might come from search marketing, PPC, social media or email marketing, but whatever the source the landing page should have a clear purpose. For example, you might have a landing page where people can sign up to email newsletter, purchase a product or download a white paper.
Whatever the goal, all landing pages should:
1. Be ultra specific
The most effective landing pages are super targeted pages that focus on encouraging a specific audience to complete a single call to action. Companies with over 30 ultra-specific specific landing pages generated seven times more leads than those with less than ten (Source).
2. Be written for a clearly defined audience
The intended audience of your page should be crystal clear in your mind – this way you can write directly to them.
A good example is one of the most famous pieces of copy written by advertising executive David Ogilvy:
“At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock”
This headline was so successful because he had done so much research into Rolls-Royce and their customer profile that he could bring to life the benefits of owning a Rolls-Royce in their language.
3. Focus on benefits, not features
The example from Ogilvy above also demonstrates this point perfectly. You need to find the benefits of completing your call to action that resonate with your audience – how will your email newsletter, product or white paper improve their life?
Apple is excellent at this – take a look at any of their product landing pages and you’ll see how they turn features into benefits. Instead of “180 GB of storage” they say “10,000 songs in your pocket”.
4. Have an attention-grabbing headline
Your headline is the first thing your readers will see when they land on your page. A good headline should fully summarise your proposition while also enticing people to keep reading.
5. Keep to the point
In order for your landing page to be successful, you need to hold your reader’s attention throughout the copy, leading them through the page to the call to action. This means you can’t afford to waffle or go off on a tangent.
6. Have a clear call to action
When writing your call to action, focus on clarity. This isn’t the place to be witty or ambiguous, you want your reader to be 100% clear what they are clicking on. By changing the call to action button copy from the slightly vague ‘Wanna see it?’ to ‘Try demo’ one company saw a 211% increase in conversions.
Once your landing page is written, that’s just the beginning. Through A/B testing you can continue to optimise the copy on your page to get the best conversion rate.