Landing pages content writing should be creative, engaging and encouraging. This is where you invite your website visitors, majorly your prospects. Whatever you put on landing page makes them decide on whether to keep reading or leave you. Before designing a landing page, people do a lot of planning. Sign up form, call to action buttons, slogans, catchy headlines, creative layout, easy navigation, phone numbers, email ids, social media icons with links to their respective networks and so much more can be found on a landing page. This is all easy and can be done well, but the hard thing is landing page content writing that actually converts.
Here are our 5 landing page tips that have always helped us increase conversion rate. Always remember that planning and designing should be your top priorities, but landing page content writing comes above them. Your content writing reflects your brand, so make sure that you keep it right.
1. Don’t Just Monitor, Engage Them & Learn
Monitoring visitor activity on the web page is interesting and exciting at the same time. Keeping track of live visitors and their path is good, but what many businesses forget is engaging the visitors. There are chances that out of 1000 visitors, only 50 will buy from you, but it doesn’t mean that the remaining visitors were not interested in your offerings. They were, but they had something in mind. Some questions, doubts, problems, but even after being capable of addressing those challenges, your products couldn’t impress. The reason? Your landing page content.
When you launch a landing page, rather than watching your audience on the map, engage them and learn from their experience.
How to do it? It’s easy and there are many ways to do so. You can set up a feedback channel for your landing page visitors, or if you are using WordPress, integrate a feedback plugin, incorporate live chat support and be active there. If you do not want to bring live chat everywhere on your website, just keep it limited to that single page only.
Collect their feedback, involve them in the process, ask questions. There’s nothing wrong with incorporating a survey for your page visitors.
2. Prepare Yourself, But Don’t Be Irrelevant
The problem with solopreneurs and many small businesses is that they don’t keep the information ready. You can never guess all the questions your audience is about to ask your sales team, but you can at least prepare a list of frequently asked questions or some documents with detailed information about your brand, products and services.
When people visit your landing page, many of them will try to get straight answers. At first, they will look at your content, if it fails to answer their queries or encourages them to know more, they will try to contact you, they might look at your phone number and dial, if it is impossible due to any reason, they will fill up the contact form (a tiring process and usually hated by many).
If your offerings are compelling enough to encourage people take action, you should be prepared with the content to feed them. Be prepared with the information you can convey through email, calls or a chat on Skype or your website.
One thing businesses should note before releasing any pre-made content to the audience, that their content must be completely relevant. Sometimes due to unique demands of visitors, the content you already have can turn out to be irrelevant. Focus on personalizing your message for each of your prospects and use your information wisely.
3. Check The Data
Analytics data doesn’t lie unless it is plagued with spam referrals and bots. Check the analytics and don’t just focus on the number of visitors coming to the page, have a look at the traffic source, bounce rate, conversion rate (it is always important to set conversion tracking), behaviour, session duration, exit pages.
If you carefully analyze the data, you will come to know what you need to fix and what are the strategies that are performing well for your brand. It will not only help you optimize your campaign, but if you learn how to analyze the data effectively, you will realize that the figures have so much to tell about your campaign.
4. Be Honest, Be Clear
The quality of your service/product will become clear, so it is always better to be realistic when you write content for landing pages. There’s nothing wrong in showing your strong points, but it is also not bad if you tell about your weak points clearly.
Before your prospects notice the areas where you are not capable of performing well, you can proactively give them an idea of your skills, capabilities and limitations.
The more you be clear and honest, the more credibility you will add when you will be talking about the things you master and can do better than everyone else.
5. Don’t Bring So Much From The Past
You might want to show people what you have done in past and how well you did it. It’s your right to highlight those things, but don’t overdo. Such figures, numbers and talks inspired by past events create boredom. No matter how well you played earlier, your prospects have unique goals and they are in search of someone who can help them achieve those goals.
Reading a customer’s mind is not easy always. Creating a landing page needs dedication and lots of efforts. It needs time and can be confusing. We don’t recommend cutting down the time you invest in planning and designing. The point here is that visitors want information and that can only be conveyed through content. Be it text, videos or images, taking care of your landing page content writing plays a major role.