Everything you wanted to know about writing stellar landing pages, carefully compiled in a single blog.
“I am going to make him an offer he cannot refuse.” This famous line from Marlon Brandon’s book “The Godfather” is what every marketer promises. Of course, The Godfather would make these irresistible offers in person; however, modern marketers have many more options. One such mode is via a highly informative landing page.
Imagine you have created an incredible product and want to promote it with fantastic offers. What do you do? One of the best ideas is creating a website and running campaigns that pour traffic into a landing page that informs, engages, and converts. Easy. And there is proof it works.
At least 68% of the B2B businesses use a landing page to generate a steady stream of leads for their organization. Research suggests that companies that create over 30 landing pages generate 7x more leads than those making ten or fewer landing pages. The approximate landing page conversion rate across industries is 10%.
However, a marketer’s biggest challenge is creating compelling landing page content, optimizing the copy for the search engines, and driving qualified leads down the sales funnel.
This blog will take you through every aspect of landing page content writing. We’ll discuss the anatomy of a landing page, share an in-depth writing process, the thought flow behind each section, the tools to use, the pitfalls you need to be aware of, and more. So buckle up!
Getting Started with a Landing Page
As a marketer, you want to showcase the product in the best light and maximize conversions. For example, if you are promoting an e-book, you need to drive visitors to sign-up on your landing page and download the e-book.
Whatever the goal, here are the steps to building a compelling copy for your landing pages.
1. The Purpose of the Page
Start by deep-diving into the specific objective behind writing a landing page. Let’s take an example to understand this better.
Continuing with the example of an e-book. Say it is an e-book titled “Everything You Need to Get Started with CRM for your Small Business”. The topic tells you that the content asset is targeted towards prospects at the top of the funnel.
Hence, the purpose of the landing page should be to offer interesting information about the e-book, set the outcomes one can expect by reading it, and enhance their curiosity around it so that they become willing to share their information like name, organization type, and size and their email (verified by a double opt-in).
Similarly, other objectives can be signing up for a free trial, downloading a product, filling up a form, etc.
2. Mention the Benefits and Features
When you write content for landing page, you need to explain how the product helps. Why would someone test drive your product or download a sample? Because of the compelling features and related benefits it offers.
Adding detailed features and benefits to your landing page offers readers an insight into your product/ solution. It helps the user know how it is different from what they already have (or are considering) and feel confident if the product is suitable for them.
MamaEarth’s many product landing pages, for example, provide complete insight into the features and benefits associated with that product. For instance, a new parent might want to know if a particular shampoo is suitable for an infant. The product landing page contains all the information related to the ingredients, why one should buy them, and how it is likely to help. With this information, parents are empowered (and confident) about making the purchase decision.
Hence, start by listing the key (differentiating) features and the corresponding benefits that your product/ service offers. These are the building blocks to help your landing page content writer get going.
3. A Compelling Offer
A landing page needs to extend an offer that a prospect cannot refuse. For example, a gaming app offers a free download on its landing page. This version gives the user a fair experience of the game. If she likes it, you will most likely get a paying customer. Similarly, book lovers get to preview a book on Amazon before purchasing it.
The freemium model is also popular with SaaS-based tools such as Canva, Notion, ClickUp, and UberSuggest. All of these offer a peek into their free versions before you start paying.
Experienced landing page content writers know that the freebies are highly sought after and can get a prospect hooked onto the tool. They optimize the landing page content to offer multiple cues and hyperlinks to take the user to the offer landing page.
4. Add Testimonials for Credibility
How will this work? Think like a user. Wouldn’t it attract your attention if someone told you how productive their life became after using this tool? This is how you will need to portray your product/ solution. We always love listening to other users’ stories. Adding these to your landing page will increase engagement and improve conversion rates.
When you show how your product impacted real users, it adds credibility. Many SaaS product websites encourage users to post videos about how they use the product and the benefits they gain. Idenati is one such brand that has used user-generated content to promote its productivity tool.
Similarly, parenting blogs and vlogs often tell how happy they are with the chosen baby products. These stories help potential users decide on the product. For example, your customer will likely download Idenati after going through the testimonials.
Practical tip: If your product has five key features, have at least one testimonial for each of those features to offer a well-rounded perspective.
5. Detailed Case Studies
Case studies are your products and services in action. Invite clients and early users to share their stories and put them up on your landing page.
Offer a detailed account of stories like:
- How did the product help users
- What are some of the opportunities that the product can open up
- What are some of the challenges that the product can help overcome
- Which of the many features did they like and use the most
Adding detailed case studies helps build confidence about the product’s ability to solve specific problems prospects face and highlights its ability to meet clear performance expectations.
Detailed case studies (offered as downloadable assets) provide depth to the landing page and give the product perspective.
6. Add a Call-to-Action
The last element of the landing page is the CTA button. However, make no mistake about the location of the CTA button on the page – it can be placed at multiple places like the top banner, at the folds, and other strategic areas.
While building the CTA copy, keep the “landing page goal” front and center. What is it that you want people to do after reading the page? A SaaS product company would like people to opt for a free trial. Similarly, a service company would want people to connect with their sales team.
Combine your offering and create actionable CTA buttons that will help increase the conversion rate. Few examples of CTA on a landing page.
The Landing Page Writing Process
– In-depth Research
Kickstart your landing page creation process with in-depth research. By now, you already know the different elements of the page; you need to start collating content and resources to build those portions.
The three-step research process includes:
1. Identifying the pulse of the user – their needs and expectations
2. The features and benefits that you have to offer
3. Proof that it works!
You should conclude your research with the unique value proposition your landing page has to offer.
– Content Repurposing
Repurposing or reusing the existing content can help save a lot of your content creation time. You will find enough material during the research phase that you can repurpose.
For example, if you have the product literature, a features deck, or even video testimonials of your clients, repurpose them and use them on your landing page.
Similarly, you can repurpose textual content into infographics or videos. A simple “list of inclusions” can be converted into an “unboxing video”. Identify what portions of the content you can repurpose, and start working smarter (than harder).
– Start Writing
By now, you have enough material to get started with writing the landing page content. You should begin with a persuasive headline followed by an equally impressive sub-headline. Don’t fret about getting them spot-on in the first go. Have some placeholder content and move ahead.
The landing page copy needs to engage visitors and get the search engines’ attention. Therefore, optimize every piece by adding relevant keywords, headlines, and meta content.
The piece should end with a call-to-action aligned to your goals. Few examples of writing the call-to-action relevant to your objective:
- “Start Your Free Trial!” if you are a SaaS product aiming to get more customers in the free trial. Add a “Credit Card Not Required” or “No Obligations” to address concerns about hidden charges.
- “Download Ebook” if you want to generate leads by offering gated content.
– Embed Marketing Assets
Offering high-value assets can enhance the relevance and reach of your landing page.
Stuff like links to studies and references, hyperlinks to related reading, bulleted lists for to-dos, data as infographics, how-to videos, and downloadable resources like e-books, cheat sheets, and free-to-use templates add depth, and your audience will love, share, and bookmark your page.
Practical Tip: A word of caution here, do not go overboard with the assets. Ensure that these are logical add-ons and do not disrupt the user’s experience on your landing page.
Landing Page Best Practices
1. Integrated Marketing Communication Strategy
An integrated marketing communication strategy builds trust as the message across all brand assets is consistent. Whether the user lands on the ad campaign or the landing page, the core message [the creative, copy, and the tone] should remain the same. As a result, the user experience is flawless, and users stay on the page longer.
Don’t think of a landing page as a standalone marketing activity; consider it an extension of other assets, including digital ads and store merchandise.
2. Add an Attractive Headline
The headline on the page grabs the reader’s attention and makes the reader go through the remainder. Align it to the ad campaign so that the reader experiences continuity. The ultimate goal is to make more visitors click on the CTA and complete the funnel.
The average bounce rate on post-click landing pages is around 70-90%. So apart from consistency and design, you should also focus on the eye-grabbing headline to reduce dropouts.
A short, crisp, and catchy headline tells the reader that she is in the right place. When a meaningful sub-headline follows it, it sets the expectations right. Eventually, the visitor will stay for a while.
3. Lead Form in the First Fold
First impressions last longer; your first fold is your best chance of carving that impression on the visitors. Place the most relevant and vital information in this section to gain more traction and improve engagement.
Adding a form in the first fold guarantees more leads. If people don’t want to read through the entire content, they will fill the form and convert.
4. Avoid Clutter
It is normal to get carried away when you write landing page content. You want to share all the information available with your potential customers. However, too much information can overwhelm and increase bounce rates.
You should ideally communicate through as minimal content as possible. Use images and relevant videos on your page. Keep the page clutter-free; introduce white space as and when needed.
Practical Tip: Focus on one idea per paragraph for a better flow of information. As a result, the content becomes easier to read.
5. Include Real User Stories
Reviews and ratings are the most sought-after content on any page. Share stories of your users on this page to make them credible. People love to know how others benefited from the products/ services.
By sharing the case studies and testimonials, you get your potential user’s attention. As a result, you can convince them to use the tool or service.
Show the benefits rather than sharing the information. For example, you can add video testimonials, reviews, and other information to add value.
6. Focus on a Single Goal
One page. One message. One goal.
Follow this motto to write a high converting landing page content. Think of one potential problem the customers face, and write the landing page content to solve that issue.
You may want to include multiple pain points, but that will only make the page chaotic. Adding too many messages on a single page reduces conversions by 266%. Besides, you can write different pages focusing on various features and then use A/B testing to analyze which one performs better!
Ask yourself, “What do you aim to achieve with this page?” For example, you might want people to move from the trial version to a paid version of the app. It could also be as simple as getting people to download an e-book.
When the goal is clear, it helps build the message and, eventually, the content for the landing page.
7. Optimize for Search Engines
Want your landing page to rank high on the search results? To gain more visibility and reach, you should align the page to the search intent.
Optimize the content using relevant keywords and phrases that the audience cares for. Include those keywords in the title tag and the URL to boost visibility. In addition, include keywords at the most strategic places within the content.
Consider reusing the post-click landing pages to improve brand visibility and ranking over a period of time.
8. Improve Loading Speed
The user waits for no more than three seconds for a page to load. The user rejects anything that takes more than this allotted time. As a result, it is essential to consider the loading speed as part of your best practice.
You should optimize the images on your landing page and compress the other elements to ensure the landing page takes minimal time to load. If you can reduce the loading speed, you will notice an improvement in search engine rankings and, eventually, web traffic.
Why Do Landing Pages Fail?
Ever thought about why most landing pages fail? You have a hunch that something is amiss, but you cannot point out the issues. Let’s look at some of the potential reasons.
1. Flat Copy
You spent long hours getting the core message right; however, you couldn’t transform it into a compelling copy.
Listing out a few copy mistakes that most marketers make:
- Copy that does not resonate with the stuff the audience cares about. Worse, it might be socially unacceptable due to its language or references.
- Writing lengthy copies that are not scannable. This leads to visitor churn, as people like to skim through content.
- A copy filled with grammatical errors is a big letdown and erodes credibility.
- It contains too many messages and sub-messages but nothing that can interest the user.
2. Technical Reasons
Technical issues such as slow loading, poor page performance can lead to visitor churn. A page that loads too slow, or is not responsive might perform poorly for different users leading to a higher bounce rate. Users are always pressed for time.
Check if the images are not compressed and videos are optimized for various browser-device-speed combinations. Various page plugins, technical tools, and techniques optimize page loading.
3. Only Business Talk
Nobody likes to be sold to. They want to buy. Hence, if your landing page copy looks like it is trying to sell a product or service, you need to reconsider.
If the message is highly transactional (too many pushes to the Buy button), it can put people off. If you do not address the Why, or offer proof of performance, you leave the user to take a leap of faith. And marketers know it is a scarce commodity these days!
4. Not Optimized for Mobile
In a world driven by mobile-first, if your landing page is not optimized for this device, you might be in trouble. Millions of smartphone users open the landing pages on their smart devices.
A non-responsive landing page may not open properly on a smartphone, resulting in a bounce rate.
The LexiConn Approach
At LexiConn, landing page content creation is driven by best practices and years of copywriting expertise. We know exactly how this works!
A brief understanding of how the client visualizes the landing page is essential to kickstart our content writing process.
We invest a fair amount of time in content planning and strategizing. Our content outlines are vetted by the subject matter expertise and fleshed out by content experts.
This approach allows us to create highly relevant and technically sound landing pages rapidly. In addition, we optimize the content before submission so that your landing page ranks high on search engines and gains maximum traction.
Measuring the Success
A landing page strategy is incomplete without the following measurement metrics:
– Conversion Rate
Conversion Rate = The total number of visitors who took action/ the total number of people who visited the landing page.
The conversion rate is directly related to your goal. It shows all the people who converted into leads after visiting the landing page and going through the contents. Start with the industry average (of 8-10%) and set your expectations as you experiment.
– Bounce Rate
Bounce Rate = The percentage of visitors who viewed the landing page but didn’t stay around for longer than 10 seconds.
A high bounce rate indicates your landing page is not offering enough value to your customers. Again, you will need to dissect the page and its elements to see what is wrong. Analytics like page depth metrics share insight into the potential problem areas.
Incorporate the best practices to create a high-performing and intuitive landing page to keep the bounce rate low.
– Average Time Spent on the Page
This metric gives out a clear idea of the engagement within the page. For example, if the user spends a lot of time on the page, it indicates your landing page is a success.
To keep the readers engaged, you should use informative content and relevant images. Solve the most pressing problem with your product/ service page to pique interest and gain more traction.
Therefore, it is essential to have content that hooks the user to spend a good time on the page.
– Page Views
The number of unique people viewing the landing page is an important metric to know if the landing page is driving the intended traffic. It also gives you an insight into how many people have revisited your page.
Pageviews are essential to measuring how successful the campaign is and how people have received the landing page. Every unique visitor tells you that they came looking for the content to help them make the right decisions.
– Form Abandonment Rate
This metric helps know if the landing page is a success. Many people will start filling the form, but some will abandon it. The reason could be a lengthy form, information the audience is not comfortable sharing, technical issues in the form, or something else.
As a marketer, if you observe a high abandonment rate, you ought to take the necessary action.
- First, start by including only those required fields for your business.
- Then, remove mandatory marks from the areas you believe the audience will not be comfortable filling out.
It is essential to identify the right tools to make measuring the landing page’s success easy and effective. Here are some of the popular tools that you should be using.
Google Analytics: This is the ultimate tool that allows you to watch all the essential metrics that suggest your landing page is successful. With its robust dashboard, you get details from page views to abandonment rates.
Hotjar: It is essential to know what users are most interested in and what makes them move away from your landing page. Hotjar offers insight into how your audience views the page, how much time they spend on the landing page, and where they spend most of their time.
Hubspot: This tool also creates a new landing page to convert your users successfully. It also helps keep an eye on the top metrics for your landing page. With the different analytics tools and visualization elements, you get a complete picture of the landing page metrics.
The Conversational Landing Page
Imagine you are at a store trying to decide what product to buy. All you have is the specifications card on the table against each product. How will you get answers to the burning questions in your mind? Right! Ask a salesperson and solve the problem.
However, when it comes to the virtual world, the page is your salesperson. Despite trying to answer all the questions, you are prone to leave one or two unanswered. In such cases, the user has to email your salesperson or wait for someone to get in touch with them.
But, this need not be so difficult. Simply add a chatbot to the landing page, and invite conversations. Allow prospects to get their answers in real-time, accelerate decision-making, and improve conversions.
Benefits of a chatbot on the landing page:
- Extending timely customer support enhances the overall experience of the customer.
- There is a good chance that the customer who interacts with the chatbot may complete the transaction and return the product.
Plenty of online tools are available to help you convert visitors into customers with chatbots.
Popular Tools to Create Landing Pages
If you want to create landing page designs in-house, use these popular tools that let you get going!
Unbounce: This ranks at the top because of the simple design and drag-n-drop interface, making creating high converting landing pages hassle-free. With this tool, you can create flawless and efficient responsive designs, thus ensuring your landing page is a mobile-first layout.
HubSpot: This one’s a favorite with most marketers. Their onboarding videos and in-product notes help you create landing pages with ease. It has a user-friendly design and offers a tracking code that allows you to measure the performance of the landing page. You can create forms and improve the landing page success rate with the different plugins.
GetResponse: This effective marketing tool enables you to design high-performing landing pages for your requirements. As is the case with other tools, this one too offers you a drag-n-drop interface. You can easily integrate this platform with several others like KissMetrics, AdWords, and others to determine the success of the page.
LeadPages: Top bloggers and marketers use this tool to create their landing pages. There are plenty of templates that you can use to get started with creating the landing pages. Then, if you have the content for landing pages available, designing is made simpler with this tool.
Wishpond: It is an easy-to-learn tool that allows you to create simple and effective landing pages for your requirements. With the right choices in terms of colors and fonts, you can improve the look and feel of the landing page. Keep your landing page content available by engaging a content agency and get cracking with landing pages for your products or services.
To write a high converting landing page, you need to be clear about the required business outcome. Suppose your goal is a valuable web page to maximize visibility and build credibility. In that case, you should go in-depth with content creation and add social proof like success stories, testimonials, and other assets that help build trust.
For a short-term goal, such as converting the visits into leads, you might want to go with a shorter page. An e-book landing page need not be too detailed. Your ultimate aim is to generate maximum leads from this page. Hence, you can write the “What to Expect” paragraph and include a lead generation form.
It is important to stay aligned to the anatomy of a landing page so that you don’t miss out on crucial elements. In addition, you should follow the best editorial and design practices to ensure your landing page converts every visitor into an actionable lead.
If you are stuck with content creation for landing pages, you can connect with our team for copywriting and content creation services. Our experts will get their pens and papers out to create the most suitable copy for your business goal.
Landing Page Content FAQ
Q1. What is the difference between a landing page and a starting page?
The landing page is the first page where the user “lands” while visiting your website after clicking a promotional ad or social media post. On the other hand, the starting page is the page the user chooses to begin exploring your site from.
For example, if they landed on a product-specific page from the promotional ad, it is the landing page. They might then move away to a service offering page from the landing page, which is then the starting page.
Q2. What is the ideal length of a landing page?
Before deciding the length of the landing page or writing the landing page content, you should ideally define the goal. If your goal is to increase credibility and build trust among your users, you should go with a more extended landing page. It will not get you many leads instantly; however, it will help establish trust with the audience.
The shorter landing pages are best when you have a lead-driven goal set for the page.
Q3. How long does it take to write a landing page?
The time taken to create a landing page depends on the goals, the content, the UI/UX, and the development. You can create a landing page within an hour if you have all the copy elements ready and the right tools to get you started. It can also take 2-3 weeks if several people are involved, and you want to create a detailed page with assets like videos and infographics.
Q4. How many landing pages do you create in a day?
The copy elements and the overall goals help us write landing page content for the clients. We define the timeline based on the required content, available content, and overall content creation time.
Generally, we take 4-6 hours to write a single landing page content if all the assets such as case studies, testimonials are ready. However, if we have to create the case studies and repurpose the testimonials, this can take longer.
Q5. What are the core elements of a landing page?
The core elements of a landing page that you cannot avoid are:
- The headline that hints at what will follow on the landing page
- The sub-headline helps get a little detail into the landing page. Combined the headline and sub-headline will allow the user to read on
- The USP of your offering. You need to showcase the value that the new product/ service will add to the customer’s lives
- Features and the benefits associated with the offering – ideally with product screenshots or demo clips
- Success stories to help increase the credibility
- Social proofs like testimonials to build trust
- The closing argument and reinforcing statement remind them of the benefits and why they should take the action
- The call-to-action
Q6. What are the editorial best practices for creating landing pages?
Here are some of the best practices you should incorporate when you write landing page content:
- Know who you are talking to before you begin writing. It is essential to understand your target audience, how they consume content, and what they are looking for to create the content
- Follow the important-first rule. Start with the most compelling and crucial information, followed by the other pieces.
- Add the features of the offering as a benefit for the audience. Tell them how these can solve their problems
- Use industry jargon and phrases that connect with the target audience
- Use white space as needed to improve the quality and appearance of the text
- Format the content to make it easy to skim through
- Write in an active and enthusiastic voice
Q7. What are the top AI tools that help write landing page content
Here are a few AI tools to help you write impressive and compelling copy for your landing page.
- Snazzy AI
Q8. Why is A/B testing necessary for your landing page?
Write landing page content and conduct an A/B test to check what type of content converts best. The A/B testing allows you to create two versions of the same landing page to test it with the audience. You could create a short and long version or format it differently to check what works best.
Of course, A/B testing of the landing page helps you put your best foot forward and improve conversion rates. Moreover, it also tells you more about your audience and can be valuable data for product development!
Q9. How many landing pages should a website have?
Typically, the more landing pages you have, the better the conversion rate you can bag. You should have at least ten landing pages on your website to increase the conversion rate.
Q10. What makes a good hero section on the landing page?
The hero section creates the first impression on the audience. It gives the audience a clear understanding of what to expect on this page and what will be offered. If this message connects with the visitor, it can improve the engagement and conversion rate for the landing page.
The hero section should ideally contain the headline, a sub-headline, a call-to-action button, and social proof if possible. If you want people to fill out a form, you could include a small lead form in the top section.