For an SEO copywriter, landing pages are one of the most important pieces of website content that can be requested. In the context of digital marketing, a landing page is a specially created web page designed for a user to arrive on after licking on a PPC (pay-per-click) advertisement.
For a copywriter, landing pages lean more on the salesy side of the spectrum – they involve spruiking a product or service using the brand’s authoritative voice. Essentially, these pages are designed to persuade the reader that they have found what they are looking for and that they should engage with your CTA (call to action).
However, getting the balance right between persuasive writing and a cringe worthy sales pitch can be harder for some than others. Above all, writing effective landing pages is something that takes practise as well as good understanding of the client and their businesses’ identify.
With that said, here are a few tips you should try to keep in mind when writing your next SEO landing page.
Communicate the benefit, then your solution
The most crucial element of an effective landing page is how you communicate the benefit of your product or service to readers. Most people visiting the page aren’t coming because of loyalty to your brand; they’re coming because they think you may have the fastest, cheapest, highest quality or most convenient option.
For example, if you were selling accounting services, it would be better to use a subheading that said “easy to work with, effective accountants” rather than “Our accountants are easy to work with and effective”.
Traditionally, a landing page for accountants might have wasted a large amount of space on explaining why the reader needs an accountant. These days, with the internet, people already know what solutions they are looking for; they simply need to be convinced that your solution is the best for them.
It may sound like a small difference, but in terms of salesmanship people are more convinced when they understand the benefit to them straight away. Since people read from left to right, it makes sense to begin you sentences with the thing most appealing to them.
Make it easy to skim through
Like it or not, most people aren’t going to actually read your entire landing page from start to finish. Even if you have a relatively small word count, users are still going to skim for the key points so they can find out if your business is suitable for them or not.
This means that when structuring the copy, you need to make sure you break everything up into relevant sections with subheadings, bulleted lists and graphs. Visual infographics and charts are an excellent way to communicate information in a way that’s attention grabbing and easy to understand.
Internet users have short attention spans, especially those who are skipping between you and your competitors looking for the best option. Even if you have arguably the best offering, you’re unlikely to get much conversion if your landing page looks like a college essay.
Keep the language simple
While it can be tempting to flex your literary skill by writing complex sentences filled with fancy words, what utility does this have for a commercial landing page? That’s right – none.
Simplicity is key in converting the audience. You need to cast as wide of a net as possible by using direct, commonly understood language.
Don’t be afraid to abandon grammar rules if the sentence sounds better without it. You want to write in a natural way that endears the reader to the brand, not in a way that bores or alienates them.
Charlotte is a digital marketing and communications practitioner working in our Sydney office. She takes on a range of roles relating to SEO and has a keen interest in studying the SEO industry and its future direction, particularly in relation to content marketing. Charlotte takes her writing very seriously and always seeks ensure the content she produces is of a high standard of quality.