Writing a landing page that truly achieves what you want to achieve can be quite challenging if you don’t have enough experience. There are many details that you add to your page that will ultimately make your customers convert and perform the action you want them to perform like subscribing to newsletter, filling out a form, or making a purchase.
That being said, if you follow a straightforward plan when writing your landing page, you will find it relatively easy to do well. Hence, here are the five steps you should follow to write a landing page that speaks to your audience.
5 Steps To Write A Landing Page
#1. Start with the Essentials
Before you start looking for ways to keep visitors longer on your website and eventually make them convert, you need to start with the essential elements of your landing page. Every landing page should have specific pieces of information, including:
- Customer Pain Points
Content addressing customer pain points is meant to show your audience that you understand what they are struggling with. By addressing customer pain points, you bring out the problems that your audience is worried about. You remind your customers that they have these problems before ultimately showing them your solution. Moreover, addressing customer pain points allows you to connect with your audience on a more personal, emotional level because you are appealing to their troubles, worries, and problems
- Product Features
Your landing page should sell your product, but to do that, you need to explain what that product is. This is why writing about product features is essential for you. The content explains what the product is and how it works and educates your audience about the product. You could even describe several products but focusing on a single one will probably be more effective.
- Product Benefits
While describing product features is meant to explain what your product is, describing product benefits is meant to explain why your customers need it. What are the benefits they will get if they purchase your product? That’s the main question you should answer when describing your product’s benefits. Describing product benefits is directly related to the aforementioned customer pain points. Your product’s benefits are the solution to the problems your customers have. That’s why you need to link the two directly – but don’t skip describing product features.
- Customer Objections
Customer objections are not always acknowledged, but if you do pay some time to address them, you can already answer many customer questions before they are even asked. The objections your customers could voice are pretty much reasons they will come up with to avoid buying your product. Even if they see how good your product is and that they truly need it, they could come up with all kinds of objections (e.g. it’s too expensive). Consider which objections your customers may have and then answer those through your content.
#2. Form Your Value Proposition
The next thing you should do is form your value proposition. This is essentially what you are offering to your audience. Here’s how you can do this:
- Think about users pain points and determine which is the main problem for them.
- Focus on specific benefits of your product that solve their particular problem.
- Explain why your audience should care and how your solution is the right one for them.
- Set yourself apart from your competitors and discuss why your customers should choose your product over others.
Your value proposition should be a clear message to your audience about your brand and your products. If you don’t know how to write it, you can hire a professional writer from the writing services reviews site Trust My Paper. With professional help, you can polish your value proposition and improve all the other content you write for your landing page.
Keep in mind that your value proposition is directly related to the goal you are pursuing with your landing page. This goal should be clear both to you and to your audience. In most cases, the goal can be categorized into one of three types: give you information (e.g. fill out a form), give you time (e.g. sign up for a webinar), or give you money (e.g. purchase your product).
Focus on Your Audience
When writing the content for your landing page, always focus on your audience above all else. To help you with writing the content, you can hire an experienced writer from the custom writing reviews site Best Essays Education. Alternatively, you can hire an editor to help you improve your content after writing it. In any case, here are some things to keep in mind when creating your content with your audience in mind:
Target Persona
Create a customer profile or target persona for the kind of person who will be reading your content. It’s best to segment your target audience and create such personas for each segment separately. This way, you can take into account the slight differences between potential customers and create engaging content that will target all of them. On the other hand, you might want to create several separate landing pages for each segment of your audience and create content that will appeal specifically to those customers who will be viewing respective landing pages.
The “Why?”
The “Why?” is the reason why your potential customers should convert and perform the action you are asking them to do. Why should they subscribe to your newsletter? Why should they purchase your product? Why should they sign up for your webinar and attend it? Your customers’ “Why?” will directly depend on the main goal of your landing page. In other words, what you want your audience to do and why they should do it.
Customers’ Language
When writing your content with your audience in mind, you need to use your own customers’ language. If you speak their language, you can easily connect with them and deliver your message. Essentially, this means using the kind of words and phrases they would use and understanding their point of view.
Utilize Social Proof
It goes without saying that social proof can be an extremely powerful tool when used correctly, but it’s still worth remembering just how important it is for your landing page. Social proof is what ultimately persuades people to do what you want them to do because they see that other people have already benefited from your solution. It can show your audience that:
- There are many customers who are already subscribed to your newsletter.
- There are media outlets writing about the quality of your webinars.
- There are experts who are praising the quality of your products.
Social proof can come in different forms, but it always comes from outside sources. So, for example, you can hire writers from different writing services to create guest posts for you and publish them on different blogs and websites. These guest posts will help your linking strategy, but they can’t function as social proof because they don’t come from your customers, experts, and media outlets who write about you.
To find social proof that you can use on your landing page, look for customer reviews and testimonials published on review sites and social media platforms. Check who has mentioned your brand and your products – experts and media outlets could be talking about you already. You can also directly request feedback from your customers by performing a survey and publishing its results.
You can also look for unconventional forms of social proof. For example, partnerships with other brands could help you create a more respectable and authoritative image for your brand. These partnerships can serve as a way for you to demonstrate the respect your brand receives from other companies in your niche. Moreover, if the brands you partnered with are more popular and “bigger” than your brand, then such partnerships can help your brand become “bigger” itself.
Place CTAs Strategically
Last but not least, you will need to use Call To Action(CTA) on your landing page. Don’t place them wherever you want but rather do so strategically. If you know how to utilize CTAs to their fullest, you can make them more impactful and effective in persuading your audience to act. Here are some things to do when using CTAs:
Use Click Triggers
These are pieces of content next to your CTAs and action buttons that urge your customers to act. Some examples of click triggers include phrases such as “money-back guarantee”, “privacy policy”, “unsubscribe easily”, “customer testimonials”, and so on. Click triggers are often useful for eliminating fear or anxiety about performing a specific action.
Make CTAs Clear and Direct
A lot of marketers try to invent new phrases and avoid being direct with their CTAs, but it’s actually better to be clear and straightforward with what you want. Just make sure that you aren’t forceful. Phrasing matters a lot here, so things like “buy now” are definitely workable.
Explain What to Do
Some people may want to get what you are offering but could be lost when it comes to actually getting it. This is why your CTAs might have to be written in a way to explain what your customers should do. For example, “To get X, do Y and then Z.”
Conclusion
All in all, writing a landing page that truly speaks to your audience will be difficult for the inexperienced writer, but once you get started and get enough practice, you will nail it. Use the tips in this article to help you get started and begin creating landing pages that convert customers well.
