Landing Pages – Your Company’s digital introduction

Copy that gives potential customers a winning first impression of your brand…

In life, we all know the importance of a good first impression, it is no different with online business. When somebody clicks onto your website what are their first impressions of your site? Landing pages are therefore key to giving off this all important positive first interaction. They come I all different forms depending on company but and industry, in some cases depending on the lifecycle stage the company is currently in but that’s one of the common missteps that I see: landing pages prioritize the story of the start-up, rather than the journey of the customer with the start-up.

This a major error of so many websites they are too busy trying to show themselves off that they don’t focus on the thing that is key for their survival – the customer! Yes, they may address on other pages on their website that they have fantastic products and services but what if a potential customer never gets that far?

With this in mind we have some quick tips to help you rethink and revise your landing pages.

Quick wins for better landing page copy

Focus copy on them. Landing pages often say, “we offer” or “our solution,” remember you should customer focused! Go through each sentence in your copy and rewrite it to address your customers. One way to do this is to begin with the word “you.” Another tip is to start your sentence with a verb. Focusing on them nearly guarantees that your copy will address—and speak to—your visitor.

The only possible exception to leading with “you” in your copy is if you’re a service business, where prospects want to see what you do differently as a service provider. That’s often expressed as “we” language. But it doesn’t have to be. It just very often is.

Make your copy stand out. That’s a pretty boring sentence, right? Accurate, succinct, and grammatically correct copy can still feel flat. Perhaps I could have said “Copy to captivate the eyes of the consumer”. Patterns, texture, and shine can add another dimension to your copy, making it more engaging and memorable. Make it enjoyable to read! Being insightful without going into too much detail is so important here.

Address objections before they happen with an “even if” clause. If you can anticipate what might keep someone from believing your claim or assertion, undercut that opposition by acknowledging it. It’ll hint that you understand their fear, uncertainty, and doubt—and suggest that your solution takes those considerations into account. The formula is simple: “[Claim] even if [objection].” A very simple example is: “Be creative even if you’re not creative.”

Limit each sentence to one idea. Sentences have the capacity to carry a lot of information, but your reader cannot. Your readers depend on commas, full stops, question marks, and even exclamation marks to give their brains a short rest—just enough of a reprieve to absorb information before moving on. The more you help readers with information digestion, the more appetite they’ll have to read on. So edit every sentence to have just one thought. Not two. Not three. Simplicity is a winner here, don’t worry about trying to be overly intelligent as that increases complexity. A prime example of this is in the Apple example below, it just shows that even a massive global brand can make an error too!

In the first sentence they highlight 2 USP’s of the Apple TV product, the 4K HDR and the Dolby Atmos sound feature. However, the way the sentence is worded the sound feature is mentioned merely as afterthought. Big up your product or service and ever feature in it by letting the customers easily digest them.

Create a landing page that’s not your homepage. If you’ve recently created a website for your company, your landing page might be your homepage, but they’re two different creatures. A landing page is designed to convert prospects into customers. It speaks to visitors looking for something specific, features content relevant to that particular item, and contains a call-to-action customized to that precise offering. On the other hand, a homepage serves a broad audience, features widely relevant content, and may not have an immediate CTA.

More sophisticated companies will route visitors who, say, search for products for large companies to a page geared toward enterprises rather than a homepage with general information. If you have a website with more than one page—or a more advanced information architecture and sitemap—consider linking to the page on your site that best addresses a visitor’s intent.

For any queries about creating landing pages or landing page content please don’t hesitate to get in contact with us either via email info@precisionplanmarketing.com or via phone 089-6004061. We offer flexible copy writing packages that range from fully outsourced services to training and guidance programs. We will design a copy writing package to suit your needs.