How to write Landing Page Content

To get users to take action on a landing page, you need a compelling, action-oriented copy.

Know Exactly Who You’re Talking

Define your target audience’s demographics and characteristics, so you are aware of their habits, what they want and need, and how they speak. Your copy will be much more focused, clear, and direct when you have one target audience in mind, rather than a largely undefined audience.

Put the Most Important Information First 

Online readers move around web pages quickly, so you only have a few seconds and inches of space to catch their attention. On a landing page, include the most pertinent information “above the fold,” which is the part of a webpage that is visible before a user starts to scroll.

Describe Features as Benefits 

An important lesson in how to write landing page content is learning to write about features as benefits. You describe the function of the product or service by explaining how it is useful and beneficial to the user.

Speak Directly to the Reader 

When writing a copy, you should use the second person, which means using language to speak directly to the reader. Also note that even if you are writing SEO content, always remember that the copy isn’t all about keywords. Speak to and write for readers, not just for search engine crawlers.

Use the Words Your Target Audience Uses 

When connecting with readers, use words that directly speak to them. Talk to them using the words they use. One of the most important landing page content tips is to not use jargon, industry slang, or any other type of terminology your target audience may not understand or use. In good online copy, the formatting of the text is just as important as the phrasing. The copy needs to be formatted in a way that makes it easy for readers to scan and find the information they need in a few seconds.

Utilize White Space, Graphics, and Images 

Just as you use formatting to frame copy, also use non-copy elements to guide and engage readers. Break up copy using white space, graphics, icons, and images to draw a reader’s eye to important elements and avoid overwhelming them with text.

Avoid Passive Voice

Sentences written in an active voice are more direct, easier to understand, and more concise than sentences written in passive voice. Therefore, they are more likely to resonate deeply with readers. End Strong – You must infuse landing page content with strategy at the beginning and end of the page if you want it to effectively motivate your audience.