Landing pages are ground zero for many forms of web commerce and internet marketing. A landing page is the online equivalent of a retail showroom with a sales rep who has one chance to make a good first impression. The purpose of the landing page is always to lead to a specific action or decision, through the process known as ‘conversion.’
A landing page exists to convert web traffic, or specifically visitors to the site, into customers, subscribers, survey takers, donors, or any other desired outcome. The tools and tactics of SEO are the means by which web traffic is drawn to visit the page. This can be done through organic search results, pay per click advertising, content publishing with backlinks, or a combination of these and other methods.
Once a visitor arrives on the page, how does the language there communicate value and motivation to engage with the product or purpose the page is there to serve? The language in question might be in the form of a video script if the content is a video sales letter or some other visual presentation. It can take the form of a variety of text-based messages, from a short, punchy call to action (CTA) to a long, persuasive sales letter loaded with proofs of claims and customer testimonials. Are there any rules or principles of composition that can be applied to any message that needs to work effectively on a landing page?
Keyword Should Be Spoken On A Landing Page
Like virtually all content for web consumption, keyword research and analysis should form the basis of landing page language. This keyword focus will help you to develop a detailed picture of your ideal customer, and to define what motivates them to seek what you offer. It will also form the basis of the SEO that helps visitors find your page. By following a consistent path of keyword idea development, the traffic that arrives at your page is more likely to be pre-qualified as having an interest in your offer.
People Decide Based on Their Emotions
The one universal principle that applies to all landing page language is that “people don’t care how much you know, until they know how much you care.” The language that makes up the content of the landing page needs to make an appropriate emotional connection with a visitor. That doesn’t mean gushing tears of joy, or sadness, or whatever.
It means demonstrating that you understand why they are there, and that you can identify and empathize with their problem, their pain point, or their pursuit of opportunity. It means you try to show in clear, direct language that you can relate. The product or service that the page leads to is the solution to satisfy that emotional need or desire.
Decisions Are Justified Based On Logic and Trust
The connection between landing page and visitor is no accident, because the same keyword research behind the SEO tactics that drew the visitor to this point also underpins the language used on the page. This is where compelling copywriting comes into play. Break the content down into the parts of the landing page that lead to the final act of conversion.
Make the headline as direct and clear as possible, using the most impactful language possible to convey emotion without veering off into exaggeration. The headline should be strong and trustworthy in stating the main benefit or desired outcome. And it should reflect the keyword focus very clearly.
There may be one or more sub-headings, depending on the structure of the landing page. Most but not all landing pages are short. Some (especially for health products and financial service products) tend to be very long, detailed, fact-filled presentations building up to a powerful CTA at the end. Sub-headings should be keyword focused and make clear, direct statements or questions related to benefits, proofs, guarantees, and testimonials.
Bullet points work best here, with clear and concise benefit statements and proofs. If longer copy is involved, keep paragraphs short and to the point, with clear sub-headings for each one. Don’t overdo it here or you run the risk of confusing and losing the prospect.
Call To Action
The CTA works like a book-end with the headline, and should be a simple, clear statement affirming the logical conclusion that the entire page has built up to. Something along the lines of “Yes, fix my problem” or “OK, start my free trial” is what you want here, leaving no room for confusion about what to do next.
Clarity Ensures Smooth Landing Page Touchdowns
When it comes to getting SEO-filtered web traffic to set down on your landing page, creating an emotional contact point with your service or product solution, and leading to an informed decision, we have the experience and the portfolio of successful campaigns to prove it. Get in touch today at Paul Teitelman or connect on LinkedIn, and let’s have a conversation.