Today, guest writer Gagandeep Singh, is here to help you understand the purpose of a landing page and how to best design one for your business website. Be sure to visit Gagan’s site and let him know you saw his post on the Quality Business Writing!
A landing page is the first page a visitor sees on your website after he or she clicks a link in search results, an advertisement, promotional email, etc. The success of any online campaign depends on the success or failure of the landing page. Having good sales copy is very important for a perfect landing page. In this post, I will discuss how to write killer sales copy for a successful landing page to increase your conversion rate.
Inverted Pyramid Structure
There are two types of writing styles: Pyramid and Inverted Pyramid. A pyramid style is like a story in which we build a plot first and the climax comes at the end. But in the inverted pyramid structure, the climax comes first. A landing page should be written in an inverted pyramid structure. You should put the important points and conclusion at the top and the less important information should be last because users may not have time to read all the way to the end. Hence, it is very important to follow an inverted pyramid structure while writing your landing page.
Compelling Headline
Make sure you have a compelling headline at the top of your landing page. Make the headline standout with a bigger font and bold type. Your headline should be relevant and say what people want to hear.
For example, if you are selling an ebook on weight loss, don’t use the headline, “This ebook contains lot of information about weight loss.” Instead, use a headline like, “How to Lose 10 Pounds In 1 Month.” The second headline would convert much better than the first. Keep improving your headlines and continue using the headline that converts the most.
Building Trust
Your sales copy should build trust and credibility amongst your prospects. Try to build as much trust as you can with your sales copy. Include honest reviews and short testimonials to build trust about the product you are promoting amongst your prospects. Putting some logos of news Websites like CNN or some awards on your landing page can help you in building trust as well if they are applicable.
Tell About your Product
Tell your prospects about the features of your product and how they would benefit from using this product. The more information you provide, the more you sell. But don’t fill your landing page with unimportant information as it can be distracting.
Use Short Paragraphs and Bullets
don’t use long paragraphs when writing your landing page. It’s always easier to read more small paragraphs than one long paragraph. Break large paragraphs into short ones. Use bullets for important points so they will easily standout from the rest of your landing page copy and grab the visitor’s attention.
Why Your Product is Superior
Tell your prospects why your product is superior to your competition’s and why they should buy from you. Mention any required points to prove your product is superior to your competitors’.
Conclusion
Emphasize the important points about your products and any free offers the buyer will get with purchase at the end. If possible provide a Money Back Guarantee. Remove all risk by ending your sales copy with a trial offer or a guarantee.
Contact Information
Add your contact information, your picture, signature and a short profile about you at the end so the user can feel that you are a real person and not a spammer or an alien.
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Gagandeep Singh, is working as a Landing Page Optimization specialist and loves to write on the latest technology, Internet marketing and search engine optimization.