Writing Tips for Improving Your Landing Page Copy

What is a Landing Page?

A landing page is a specific web page that stands alone. It is not your homepage. Your future customers “land” on this page (hence the title) when they are directed by your email or digital advertisement.

Landing page vs Home Page:

The major difference between your landing page and your homepage is that they are created with different purposes in mind.

Clairant Services marketing experts explain: 

The purpose of a website homepage is to set the stage for your startup - as an introduction. Your landing page purpose differs.
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The purpose of your click-through landing pages is to gather some information from potential customers and contacts by offering something of value to the customer. This could be a retail sales offer code or a download. 

Let’s delve further into the purpose of your landing page…​

What is the Purpose of a Landing Page?

A landing page has a singular focus. It sells an action.

It is important that you grab the attention of your potential customers and contacts through your landing page. 

Startup landing pages need to be directed to your target audience segment. 

Three key factors when choosing a target segment:

1. Basic demographics: gander, age, marital status info helps you pinpoint your audience
2. Geography location: city/state/zip code sales activity
3. Affordability: financial ability of potential customers

To find your target audience you can use generated target audience surveys. 
Once your potential audience is discovered, you will need to grab the attention of your direct audience.

What are the Key Components of a Landing Page?

To grab the attention of your audience, you will need to include several components to your landing page.

Components of a landing page:

1. Headline: Your landing page headline is the first thing that people will see. It is the big, bold type on top. It must be clear and strong, and it must quickly describe what the future customer will get (such as a sales offer) from visiting this page. Be clear. Be specific. Be interesting. 
2. Give an offer: Your content marketing landing page should give your reader a specific gift that benefits them somehow. Describe this benefit. Break down the key components of this offer. Potential customers need to believe that they are getting an exciting offer from you that they can not get elsewhere.
3. Provide details: Your landing page must provide clear details on the unique proposition you are offering your customers. Give details on your startup’s product and service along with links if you want to direct people to specific pages. 
4. Visual content: Your product landing page should provide a “call to action” by catching your customers interest further with a unique video and high quality images. Customers tend to gravitate to visual presentations that are brief, creative, and show themselves in the scenario of benefiting from your product/service. Images for landing pages should be very high quality, exciting, and used sparingly. 
5. Persuasive Reviews: Utilize the benefits of social media to illustrate how other customers have enjoyed your product and service. Links to reviews from popular review sites gives your startup trust value. 
6. Last pitch and call to action: Wrap up your landing page with a solid closing argument for supporting your service/product. Keep it fresh and short. Finalize the pitch with a call to action. This can be a button or a form to gather contact info. Keep it exciting. ​

What are the Types of Landing Pages?

Not all landing pages are the same. There are several types of landing pages and they serve different purposes for your startup. 

These key types of landing pages are:

1. Squeeze page: Quick info with the intent of “squeezing” info out of your customer. Such as: email sign up lists, free downloads and trials. This type is used primarily to gather contact info -  and is also called an email capture landing page.
2. Click though: This is a brief landing page with just enough info to get customers to click through to an offer. This is a simple and minimal page that is best for things like ebooks and whitepapers. 
3. Long form landing page: This is a form of a letter used to explain every part of your offer. These are used for selling purposes for an audience that is willing to read a longer format. This landing page content section gives many details.
4. Video landing page: This is a sales video landing page. The video presents the product or service information in a compelling and visual way. 
5. Product page: This page gives detail on your product or service. It generally lives on your main website. It is easy to build on your website and helps with your site’s conversion rates.  ​

Writing Tips For A Great Landing Page

The literal writing of your landing page is important for keeping it competitive in today’s market. Luckily, there are many examples of landing pages online.

In general, customers these days have shorter attention spans, so the critical info needs to be compelling and brief. 

Some things to consider: 

• Write as if the reader doesn’t know your brand
• Keep things detailed and specific
• Be relatable and personable, not just promotional
• Stay on message
• Be relatable

If you are wondering how to be more relatable with your landing page, just remember to show your customers that you are just like them. Be open about mistakes and concerns. Be personable by including examples. 

Be sure to keep your writing simple and short, and close with a “thank you” to your customer, as well. 

In closing, if you are still wondering how to write content for a landing page - don’t stress! You can find many landing page copywriting templates and website copy templates online. These templates can simplify the process for a startup by providing simple guidelines that can create effective landing pages. 
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In addition to this, hiring a marketing professional for your landing page marketing is a time-saving and effective way to know for sure that your pages will reap the most benefits. 

*Be sure to reach out to us at Clairant Services for further info - we are here to help you with all of your startup marketing needs!