Getting people to visit your website is one of the first steps in building a successful online business with good conversion rates. You can have the best website in the world, but if people aren’t visiting, then it’s not doing its job. Here at Juno Copywriting a lot of our work revolves around SEO writing and ways to build site traffic – including writing landing pages. So, what makes a good landing page, and how do we go about writing them?
Landing page copy does have some differences to writing, for example, blog posts or articles. You’re trying to funnel customers into your main site, having picked them up from Google searches which your landing pages are tailored to. Landing pages need to be particularly clear – if within 3 seconds the visitor hasn’t found what they need, they’ll probably be clicking that ‘back’ button.
When writing landing pages, there are a few things to think about.
Landing pages naturally include calls to action, and as such using action-orientated, verb-rich language will give customers a better idea of what you want them to do while on the page – whether that’s to click onto your main site, give you a call, or sign up for emails.
Using language which communicates value to customers will help persuade them to continue. Rather than just saying about the features of your products, services or business, make a point to explain how this will benefit customers.
We all know about keywords for Google, but what about keywords for readers? Having the main words you want to include in bold, bullet points and in the places readers are most likely to scan – such as titles and subtitles – readers will know they’re on a relevant page and are more likely to continue to read.
This one of the instances where you need to prioritise clarity over creativity – after all, if readers are only there for 3 seconds before they leave, you want the best chance possible to net them! We love a good turn of phrase as much as the next person (probably more) but landing pages, unfortunately, aren’t really the time or the place.
There’s an endless list of things to think about, but with a few tricks of the trade landing pages really can help your web traffic.