Here are six questions to ask yourself to make sure your landing pages are effective:
1. Who is reading the landing page?
No matter what you are writing, it is crucial that you are very intentional about who you are writing too so that your content resonates with your audience.
Here are a few things to keep in mind when writing your copy:
- Define your target audience: Research their demographics, characteristics, habits, what they want, what they need, how they speak, etc. The more you know, the better you will be able to reach them!
- Speak directly to the reader: Write in the first person and take advantage of using words like “you,” “your, and “yours.”
- Write like they talk: Avoid jargons or words your audience may not understand. Write in a manner that is similar to how your audience speaks by using words, phrase and even slang they will relate too.
2. What's the most critical information to take away from the landing page?
Before you start writing the copy for your landing page, evaluate what information you want your audience to know. Prioritize this information from most important to least important and structure your writing accordingly. Online readers want information quickly, get your main points across before the user even has to start scrolling.
3. How does my product or service benefit my audience?
Think about the features of your product or service and describe them as benefits for the consumer. The reader doesn’t care about what you offer; they care about how it's relevant to them. Use your words to help them understand, comprehend and visualize the need for your product or service in their life.
4. Is my landing page easy to skim?
There is nothing worse than landing on a website with long blocks of text. Who wants to read that? The answer is no one. The way you display your words is just as important as the phrasing. Your landing page should be set up in a format that is easy to scan through while still gaining valuable information.
Here are some best practices for effective formatting:
- Bulleted and numbered lists
- Bold or underlined headings
- Short paragraphs and sentences
- Block quotes
- Leave white space
- Use graphics and images to separate text
5. Does my landing page sound exciting?
To excite your audience enough to take action on your landing page, you need to use active language and avoid using a passive voice. In a sentence with passive voice, the subject is being acted upon. In a sentence with active voice, the subject is taking action.
For example, let's say you want your audience to register for an event. Which sentence is more compelling?
- Passive: “This event was loved by innovators.”
- Active: “Innovators love this event.”
Isn’t it crazy how restructuring a sentence can make all the difference?
6. Is my ending strong?
The ending is your last shot to convince the audience to take action, so your copy needs to be strong!
Here are a few tricks to keep in mind:
- Leverage scarcity: Let your audience know that access to your product or service may be limited.
- Set a tone of urgency: Try implementing a deadline on your offer or tell your audience what they are missing out on to push them to take action quickly.
- Call to actions: Always finish your landing page by telling your readers exactly what to do next to obtain your product or service.
Now that you have answered these questions, you can put your landing page to the test and evaluate how it performs. Developing landing pages can be a time-consuming process, but luckily you don’t have to do all the work on your own. Reach out to the executives at Marketing Eye to see how your business can convert more leads through a variety of content marketing tactics.