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How to write content for a landing page: step by step guide

Make your landing pages work for you with our step-by-step guide to creating landing page content…

Landing pages are among the most important pages of any website, regardless of that website’s purpose or nature. By definition, a landing page is the page of a website that visitors arrive at after clicking on an online advert. Sometimes a landing page can also be the home page of a website. If you’d like to learn more about how to write content for a landing page, keep reading.

Table of contents

  1. What’s the purpose of a landing page?
  2. How to write content for a landing page
    1. Identify your audience first
    2. Target your page
    3. Emphasise the benefits
    4. Consider adding customer testimonials
    5. Simplify your writing style
  3. Why are landing pages important?
  4. Benefits of a landing page on a website
  5. Do I need a landing page?

What’s the purpose of a landing page?

Google search bar - How to write content for a landing page - Copify blog

The primary purpose of a landing page is to act as a standalone page that visitors are directed to after engaging with an ad, such as clicking on it. Many businesses use their landing page as a means of gaining additional information about their target consumers, such as contact details. They often do this by encouraging visitors to exchange such information for something else of value, called a lead magnet. A free trial, download or discount code is a common example of this.

Read More: What’s the difference between a landing page vs opt in page?

How to write content for a landing page

Landing pages are highly targeted which means they often employ more overt sales techniques than traditional content marketing does. As such, writing content for landing pages differs from writing content for the rest of your website.

Learn how to write content for a landing page using these practical tips:

1. Identify your audience first

The first step of writing landing page content is to identify who your target audience is. This is crucial because it allows you to focus on the needs of this audience and tailor your landing page accordingly. Tailoring the content of your landing page to your audience increases the probability of converting their interest into a lead. When identifying your audience, remember to consider elements such as gender, age, location, socio-economic status, likes, needs and pain points.

2. Target your page

Landing pages are much more focused than general information pages on your website. This means that you need to make sure you are targeting a single specific product, service or keyword per page. This will also reap the best results in Google Ad campaigns.

Be economical with your language and how you present information to visitors. Not every visitor will stay on the landing page once they click on it, but if your content is well written, you give them a better reason for doing so, which is the whole point of a landing page. Therefore, it’s critical that you optimise your content for search and prioritise the most important information, be it by putting that first, formatting it in a larger font or placing it in a stand-out box. This improves your chances of retaining consumer attention for longer.

Read More: SEO Basics: 2. How to write SEO optimised content that gets you ranking in Google

3. Emphasise the benefits

Hand holding out a smiley ball - How to write content for a landing page - Copify blog

It’s tempting to simply list the features of your product or service but this isn’t the most effective way to appeal to your visitors. Instead, try identifying what your potential customers need and then focusing your content around the benefits of what you offer. Does your service save consumers money? Will this product save valuable time? The benefits your specific deliverable offers are going to be more persuasive than a methodical list of features and jargon.

Read More: The ultimate guide to persuasive online copywriting

4. Consider adding customer testimonials

Customers have learned to be discerning when they read sales content by a company about their products or services. After all, it’s your foremost intention to convert interest into profit. This is where including genuine customer testimonials and other social proof can be useful. This is because consumers trust the opinion of other consumers that have previously been in their position. This increases the trust that your audience has in your company.

5. Simplify your writing style

Building a rapport with your target audience efficiently and quickly is crucial when it comes to creating landing pages. This is because you have a matter of seconds to convince visitors to engage with your website and/or company. As such, aim to keep your writing style as simplistic as possible so that you get your point across with ease. Succinctly written content has more chance to communicate with target consumers and persuade them to engage.

Understanding the key components of a landing page can help you to know how to go about writing one. You can also find more tips for writing high-converting landing pages on the HubSpot blog.

Why are landing pages important?

Customer at a till - How to write content for a landing page - Copify blog

Regardless of the scale of your marketing strategy, landing pages are critical. This is because they’re an efficient way to connect with your target demographic and persuade them to engage with your business.

Landing pages are often considered to be the online version of a marketing letter traditionally delivered through doors or handed out on the high street. You can also think of them as a virtual storefront for a particular product or service you want to push. Your content is the salesperson that has a unique opportunity to connect with and engage the potential customer reading it.

Since landing pages are often targeted at ensuring a singular outcome, they’re an essential means of gaining results when marketing towards one specific goal. This could be selling a particular product or growing your customer database. The focused, funnelled nature of landing pages makes them important for balancing against broader points of a marketing strategy.

Benefits of a landing page on a website

A landing page has many benefits, including the generation of new leads for your business. The exact benefits of the individual landing page for your business will depend on its specific purpose. However, here are five general benefits that you can expect from landing pages:

• Landing pages can increase your overall conversation rate
• Landing pages can provide additional insight
• Landing pages can result in a growth of email subscribers
• Landing pages can leave a good first impression
• Landing pages can position a clear call to action to readers

Do you need a landing page for your website?

In essence, no – you don’t need a landing page for your website, per se. However, it’s highly recommended that you implement one or more landing pages for the benefit of your broader marketing strategy. This is because landing pages are responsible for converting potential customers into paying ones. You’ve done the hard work by attracting them to click on an advert, so now you have to convince them that engaging with your business is worth their time, energy and money.

✏️ If you want to know more about what goes into good copy, take a look at our content writing checklists.


Header image: Sigmund

Embedded images: Arkan Perdana, Shaurya Sagar, Blake Wisz

Kayla Jenkins

Kayla is a Content Delivery Manager at Copify, as well as a freelance Social Media Campaign Manager. Since finishing her MA in Creative Writing, she has gone on to gain experience in digital marketing and content creation. She enjoys writing about all-things literature, nature, design, and the arts and culture sector.

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