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How to Write a Landing Page
Is there a difference between writing a landing page and any other web site page? Yes and no. But mainly, yes. You still have to work within the fundamentals of good writing and copywriting. And you still have to recognize the differences between writing for paper and writing for a monitor. However, there are some important differences to consider when it comes to writing a landing page. >> You KNOW what you want your visitors to do On many web pages we are writing text to help people find what THEY want, either on that page or a different one. This may involve writing careful descriptions, using images and providing descriptive links to help our visitor move forward to the right page. In other words, a lot of the time the pages we are writing are not the final destination pages for many of our visitors. So we deliberately help them leave the page, pointing them in the right direction. With a landing page, everything changes. With a landing page, you know what you want them to do and you DON'T want them leaving that page until they have decided to make that purchase, sign up, download a white paper - or whatever else it is you want them to do. >> Now you're in the realm of direct marketing A landing page is a direct marketing piece, pure and simple. You have attracted someone there through an ad, a link, a keyword...whatever. And now you have them on the page, you want to convert them. When direct marketing with a landing page, remember these points. - It's about the copy, the words. It's the text that will bring you success or failure. - Design? The purpose of the design is to support and showcase the text. If you want results, your visitors must read the text. This influences your choices of colors, your use of images, the layout on the page. - Navigation links? No thank you. On a regular web page, there are plenty of links on a page to make it easy for people to move around and find what they want. On a landing page, there is only ONE link you want people to click on, and that's the one that says YES. You don't WANT them to navigate. You want to give them just the one way forward. - Multiple choices? Not if you can help it. If you have three or four things to sell or promote, create separate campaigns and separate landing pages. Too many choices on a single page dilutes attention and reduces response rates. Keep it focused. >> Concluding thoughts Many large and medium sized companies struggle with creating landing pages that are unashamedly built to maximize conversion rates. Perhaps they don't have the skills in-house to write and design that kind of page. Perhaps they feel uncomfortable about 'direct marketing' through their site pages. Whatever the reason, it's the companies that have the will and the resources to build high-converting landing pages that will come out the winners. Nick Usborne is a freelance copywriter, author and speaker. For more articles and resources on writing for the web, visit his site, http://www.excessvoice.com. To find out more about landing page writing and design, read his review of MarketingSherpa's Landing Page Handbook - How to Raise Conversions.
MORE RESOURCES: Shopify Acquires Peel Insights to Boost E-Commerce Analytics Business Insider Latam E-Commerce Giant Mercado Libre Holds $40 Million in Crypto – News Bytes Bitcoin News Bitcoin.com News What do Europeans, Americans and Australians have in common? Scammed $50M by fake e-stores The Register TikTok to expand e-commerce business into Mexico, major Western European markets South China Morning Post Amazon Business survey finds small firms investing in digital commerce Digital Commerce 360 Retail ecommerce spending grows in first third of year, Adobe data shows Digital Commerce 360 How an ecommerce site increased commercial monthly organic traffic from 37K to 210K Search Engine Land Holy Ecommerce! WB Invites Shoppers into the Luxurious World of Bruce Wayne with New 'Retail Storytelling' Experience Retail TouchPoints Global Access Celebrates 22 Years of Empowering Cross-Border Ecommerce with Revolutionary Technology The Herald Journal Market Map: Ecommerce plots a comeback with 'prepurchase' startups PitchBook News & Analysis How a TikTok ban could impact ecommerce retailers Digital Commerce 360 Ecommerce earnings recap: What you missed from Aritzia, Peloton and more Digital Commerce 360 Builders FirstSource eyes $1 billion in digital sales by 2026 Digital Commerce 360 US ecommerce sales penetration hits new high in 2023 Digital Commerce 360 Adobe: 2024 e-commerce spend exceeds $330 billion so far Chain Store Age Best ecommerce tool of 2024 TechRadar Common E-Commerce Challenges Businesses Face - businessnewsdaily.com Business News Daily 9 ways eCommerce is shaping healthcare marketing Arizona Big Media Data, online delivery and the search for continual e-commerce improvement ComputerWeekly.com Amazon introduces new shoppable ad formats Digital Commerce 360 U.S. ecommerce sales in Q4 2023 hit new high despite slow growth Digital Commerce 360 New retailers partner with DoorDash, Instacart for last-mile delivery Digital Commerce 360 Google Shopping May Show How Many Shoppers Purchased On Your E-Commerce Site Search Engine Roundtable ACV Auctions posts a strong Q1 Digital Commerce 360 How to use social media ecommerce effectively in 2024 Sprout Social Platforms see scorching summer sending ecommerce sales soaring The Economic Times Worldwide Retail Ecommerce Forecast 2024 eMarketer With 14 million ecommerce sites, the US is atop the online world Digital Commerce 360 Cheers to improved e-commerce with Serbia SHINE News Ecommerce earnings recap: What you missed from Columbia, Harley-Davidson and more Digital Commerce 360 Has the Luxury E-Commerce Bubble Burst? The New York Times Exploring the intersection of FinTech and E-Commerce The London Economic Liquidity Services posts mixed Q1 results for its B2B surplus assets marketplace Digital Commerce 360 Walmart eCommerce Raises the Bar and Celebrates 2023 Walmart Corporate E-Commerce Bolsters Brick-and-Mortar Business Floor Focus How to make your ecommerce content more helpful Search Engine Land Alibaba’s flagship shopping site starts biggest revamp in 7 years South China Morning Post Natural Shrimp E-Commerce Update PR Newswire Kohl’s joins Instacart with same-day delivery Digital Commerce 360 Descartes’ Annual Ecommerce Analysis Throws Light On Growth Of Online Buying Travel And Tour World eCommerce 101: The Essentials of eCommerce Influencer Marketing Hub Ecommerce World Review - InternetRetailing InternetRetailing 8 Steps to Growing your eCommerce Business in 2024 Influencer Marketing Hub |
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