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.

Youstill have to work within the fundamentals of good writing andcopywriting. And you still have to recognize the differences betweenwriting for paper and writing for a monitor.

However, there are some important differences to consider when it comes to writing a landing page.

Website examples

You KNOW what you want your visitors to do

Onmany web pages we are writing text to help people find what THEY want,either on that page or a different one. This may involve writingcareful descriptions, using images and providing descriptive links tohelp our visitor move forward to the right page.

In otherwords, a lot of the time the pages we are writing are not the finaldestination pages for many of our visitors. So we deliberately helpthem leave the page, pointing them in the right direction.

Witha landing page, everything changes. With a landing page, you know whatyou want them to do and you DON'T want them leaving that page untilthey have decided to make that purchase, sign up, download a whitepaper - or whatever else it is you want them to do.

Now you're in the realm of direct marketing

Alanding page is a direct marketing piece, pure and simple. You haveattracted 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 influencesyour choices of colors, your use of images, the layout on the page.

-Navigation links? No thank you. On a regular web page, there are plentyof links on a page to make it easy for people to move around and findwhat they want. On a landing page, there is only ONE link you wantpeople to click on, and that's the one that says YES. You don't WANTthem 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 fourthings to sell or promote, create separate campaigns and separatelanding pages. Too many choices on a single page dilutes attention andreduces response rates. Keep it focused.

Concluding thoughts

Manylarge and medium sized companies struggle with creating landing pagesthat are unashamedly built to maximize conversion rates. Perhaps theydon't have the skills in-house to write and design that kind of page.Perhaps they feel uncomfortable about 'direct marketing' through theirsite pages.

Whatever the reason, it's the companies that havethe will and the resources to build high-converting landing pages thatwill come out the winners.

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...
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