Use a Landing Page Copywriter to Convert Visitors into Qualified Leads
In the early days of the Internet, you built a website for your company and assumed most visitors would come through the front, your home page. If they used a search engine like Google to find you, your home page was the link shown in search results.
Today, search engines are a lot more sophisticated. And so are the searchers themselves. They’re more precise in the keywords they use to search.
With millions of websites in nearly every niche vying for attention, how do you ensure prospective customers will find their way to your website?
One proven strategy is to create landing pages.
Landing Pages Have a Focused Message
A professional landing page copywriter can craft a landing page that will cut through Internet clutter with tightly focused content. It should target a specific audience and promote one particular product, service or offer.
You see home pages and landing pages work differently.
A home page is meant to entice a visitor to explore deeper into a website. Landing pages on the other hand are meant to get visitors to take an action.
This action, wether it’s a button click, video view or web form submission, it’s an event we can track and measure.
While the copywriting on a home page is generally broad, you can build different landing pages that speak to your individual services.
You can also create separate, distinct landing pages for different buyer personas.
Dedicate a full page to a single product or service topic and you’ll attract visitors interested in that specific niche.
Furthermore, by highlighting each subject individually, you look like a specialist in that area, which is an effective marketing strategy.
How Visitors Find Your Landing Page
A landing page is any page that gets traffic from anywhere other than the pages of your website. It’s most commonly associated with pay-per-click ads like Google Adwords, which allow you to direct traffic to a specific URL.
Visitors can arrive on your landing page after clicking a link from any online ad, e-mail, social media or aother type of targeted promotion.
What’s most important is that they took action to qualify themselves as interested in your narrowly focused topic. That’s vertical marketing at its best!
Once visitors “land” on your landing page, you want to be sure the information they find meets their expectations. It should speak to the topic and nothing else. If it meets their needs, they won’t click the back button, and you’ll soon have a potential sale in the making.
Good landing page practise dictates reducing the users agency by minimizing the amount of choice. This often includes removing features like the navigation menu, side bar, and links to internal pages.
A user visiting a landing page is meant to only have two fundamental options. Either opt-in or exit.
Any other links will distract from the purpose of your landing page.
Landing pages increase conversions by focusing on a singular measurable marketing objective.
One Goal—Lead Generation
The objective of a landing page is lead generation. You want visitors to exchange the privacy of their email address for something of value.
Since most buyers don’t reach for their wallet the first time they learn of a product or service, getting their email address provides you with an opportunity to contact them again and eventually convert them into a customer.
Craft an Irresistible Offer
To obtain that email address and possibly other personal information, you need to offer visitors an incentive, something they might want related to the subject matter. Usually it’s a form of digital media, which can be given without cost. Some examples of common enticements offered as lead magnets are:
- Blog subscriptions
- Webinar registrations
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Get Landing Page Copy that Converts