Landing pages are an important part of any online marketing campaign, and the content on your landing pages is critical to their success. Many business owners and marketers consider every page on their website a landing page because people can and do land on it. But in the online marketing world, a landing page refers to one web page that exists for the sole purpose of having prospects and visitors complete a specific action. Quite often, that action is filling out a form on the page that provides an email address or other contact information.
Landing pages are a crucial part of any online marketing campaign. So crucial, that if you get it wrong you’ll be missing out on a ton of sign-ups, leads and conversions. Here are some of the most common reasons why you need persuasive, high-performing content for landing pages:
There is a wide range of reasons why you may need a good landing page, and it’s important to keep in mind that simply having one isn’t going to get the job done. Unlike many other forms of online content, landing page content needs to motivate the reader to take a specific action, and you don’t have a lot of space to do it.
Effective landing pages are brief and to the point, and can’t include distracting information or graphics. They must be laser-focused on one singular topic, expanding on the ad, the email or the blog post that got the reader there in the first place.
Effective landing page writing needs to maintain the flow from the previous location and grab your visitor’s attention right away, holding onto it long enough to have them take the required action. Simplicity is the key, and there is a fine balance between too much and too little content.
We’ve all seen the stats about dwindling attention spans and prospects who are fast with the clicking finger when they become bored. And that’s for standard web pages and just about anything online. With landing page content, you aren’t just trying to entertain or educate, you want that reader to take a specific action and if they don’t your landing page is ineffective.
When it comes to landing page content writing, the “one chance to get it right” concept has never been more true. If your message works, you have an email address or maybe even a sale. If it doesn’t, then you have a big fat zero.
Before you sit down to write your next landing page, or before you sign on with one of those content providers that just throws your project out there for thousands of writers to fight over, consider The Content Company.
We manage a small team of writers and we have experience with all of the nuances of writing for landing pages. Contact Us today and we can get the process started!