How to Write Landing Pages, Part 1

What is a landing page?

Any single webpage that is used as the entrance page onto which you lead visitors, or literally “land” customers, clients, visitors from a remote link. You could link to a landing page from a webpage or website, Pay-Per-Click ad, blog, newsletter, email body, email signature, and bookmarking site, almost anywhere you can put a link is a potential gateway to a landing page.

The true power of a landing page (LP, or “lander”) is in its marketability, its ability to convert visitors into potential customers. The purpose of many landing pages:

Real landing pages then must be created to pre-qualify visitors interested in a particular product, service or some piece of information you have that they want.

Landing Page Design vs. Landing Page Copy

Landing pages that work are a critical combination of both design AND conversion web copy. You can’t have one without the other, really. Big fat books have been written by experts on the subject of landing pages and I highly recommend you have one nearby at all times.

The challenge lies in understanding what part of the landing page process you could be involved in, for example:

Does your client only want web copy from you and do you know if it’s to be used as a landing page? Some clients may not tell you that it’s specifically for a landing page, they may not even understand what a landing page really is. But if they use words like “offer,” “opt-in,” “pitch,” “convert,” and “sell,” you may want to dig a bit deeper into their copy goals. If you don’t know you’re expected to write a LP, you’ll not be nearly as effective, your client won’t be happy ultimately, whatever pitch campaign they are crafting will likely tank or certainly be much less successful than had their copywriter (you) been aware of the project goals. Part of your job in winning clients is to educate them, be the expert on the topic.

You shouldn’t be bidding for LP copy the same way you would for general informational webpage copy, especially once you start delivering consistent conversions (cash-flow) for clients.

The Power of “You”

Passive writing, 3rd person point of view, or omniscient POV may work in fiction genres and even some non-fiction, but they don’t play well for landing pages or any highly conversion-driven content.

(“What’s most important to know”…. change to
“What you really need to take away from this”….you get the idea.)

Start with this concept:

It’s all about your potential customer, the one person you’re speaking to in your audience when you create a landing page to inspire some action.

Learn the 3 rules of any remarkable landing page.

Reading List:

The Landing Page Handbook, Marketing Sherpa