In this installment of our Landing Pages That Convert series, we focus specifically on the quality of the content you create for your page. The best content for a landing page, the content that is most likely to lead to conversions, is clear, concise and easy to follow.
Here are a few tips that will help you make your landing pages clearer and more concise.
Carefully consider the structure you use for your content
One of the first things people will notice when they arrive on your landing page is the layout of the text. How readable does it look? Does it look like I will quickly be able to absorb information? People will process the quality of the text after they have had some time to read through it, but if it looks like a massive wall of text, they will almost definitely navigate away almost immediately.
Therefore, it is important you break up your text into easy-to-read chunks using a headers, bullet points and/or numbers. People are able to absorb the information packed into the text much easier if it comes in smaller bites.
In sections in which you have multiple paragraphs, make sure those paragraphs are also short and to the point, and contain their own individual ideas. Again, walls of text are intimidating, but a series of short, easy-to-read paragraphs is not as likely to scare away visitors.
Eliminate as much fluff as possible
“Concise” does not have to mean “short,” it simply means you do not waste time getting to the point. There is no rule for how long your website copy must be, but if it is going to be long, you had better make sure it delivers enough useful information to make that length worthwhile.
You should be able to quickly and simply answer questions such as:
- What is the offer I am promoting?
- To whom am I making this offer?
- What makes me different from my competitors?
- What is the cost of the offer?
- Do I have enough credibility to make this offer tempting?
- How am I driving visitors to take action?
Your web copy does not have to be educational—that is a task better served for your blogs. You also don’t need to spend time going into the history of your company outside of your About Us page, unless it somehow adds credibility to your work.
Instead, focus your landing pages on what services you offer and why you are best suited to deliver them. Anything that falls outside of this narrow focus is fluff and can be eliminated. Don’t distract your readers from the sales conversion process.
Talk directly to your target audience
You can create much more coherent content for your landing page by focusing the message on a specific audience, rather than trying to reach anyone and everyone. If you have customers spread across a wide variety of niches, you can create different landing pages for those niches—that’s absolutely fine. But each individual landing page should be written with a clear audience in mind.
Once you have narrowed down your target audience, you must then make an effort to connect with their problems and position yourself as being able to solve them. Remember: you’re not talking about yourself—you’re talking to your audience and conveying how you are able to benefit them.
So, for example, rather than saying “We are a flower shop in Minneapolis known for our fast delivery,” say, “Get flowers delivered to you anywhere in Minneapolis in two hours or less.” This speaks directly to the need of your target audience and how you will fill it, rather than placing the focus on yourself, as the former statement does.
Ultimately, your readers on your landing page want to know “what’s in it for me?” rather than what your company’s greatest strengths are. Save that information for other parts of your website.
Focus on a single topic
Don’t try to tackle multiple topics with a single landing page. Otherwise, you run the risk of confusing your readers and flooding them with too much information.
Instead, every landing page should focus on a single subject, service or offering. This prevents you from muddling your message and helps you avoid rambling on about topics that may or may not actually be of interest to your target audience.
By developing clear and concise landing page content, you will make it easier for your readers to get the information they need that will help them decide to take action, whether that action is a purchase, a subscription or a download.
For more tips and information, contact us today at Viral Solutions.