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February 12, 2015

Landing Pages: Writing Content That Actually Converts

In the past, landing pages were designed primarily to be seen, but modern businesses are beginning to wise up; they’re starting to understand that conversions are ultimately much more important than exposure. That’s why it’s important to know how to create content that converts.

Although a landing page loaded with keywords may have drawn valuable attention to your business in the past, Google and other sites have changed the way their search engine functions in order to ensure that their users are always finding the most relevant content.

If you want to create excellent landing pages that will not only be effective on major search engines, but also lead to meaningful conversions, it will be important to consider how you reach out to your audience. Here are eight surefire ways to write content that actually converts.

Keep it Simple

While it may have been customary to load up a landing page with keywords and a variety of calls to action, modern successful examples of this content are much more simplistic and focused. Rather than throwing too many terms and concepts at your audience, it’s best to give them an easily digestible page that will encourage them to convert.

Focused CTA

As noted above, it will be important to avoid using more than one call to action (CTA). If you start your landing page off by asking for support and end it by asking for donations, it might not confuse the reader, but the message won’t be as unified as it could be. By focusing more on one particular message, you will ensure that your readers are completely aware of your CTA.

Strong Headline

Of equal importance to your CTA, a strong headline can make the difference between bounced traffic and conversions. If your headline doesn’t tell visitors why they should stay and what your website is designed for, they are just as likely to leave the page as they are to read into it. Your headline should be informative and concise, telling viewers what they can come to expect from your brand.

Unique Value

In addition to a strong headline that informs visitors of what to expect, it’s important to tell them what makes your business or service unique and sets it apart from others. This may be easier for some businesses than for others, but it is equally important for every landing page. Let viewers know why they should choose you over competitors without explicitly bringing them up.

Numbers and Stats

One method for creating unique value is to quantify the difference between you and your competitors with the use of numbers and statistics. This may require a bit of research, but being able to show your visitors exactly what makes your services unique and special can be an invaluable tool. That being said, it will also be important to avoid blowing your own horn; try to find statistics and numbers that third parties have developed which show the value of your business.

Integrated Testimonials

Satisfied customers may be the best third party at your disposal. In fact, a recent study suggests that an overwhelming majority of people are strongly influenced by reading reviews. No matter how you choose to incorporate reviews/testimonials on your landing page, it’s probably a good idea to consider using them to make your business stand out. If you want to take testimonials a step further, you could integrate positive comments made by fans across social networks, encouraging viewers to follow you on social media while making conversions.

Make Contact Easy

Although incorporating social media into your testimonials can help you to connect with new converting customers, it is equally important to make sure that you provide alternative methods for contacting your business. Generally speaking, it’s a good idea to provide an email address and phone number (if you have one), but it can also be helpful to provide easy-to-use live chat options so that new visitors can immediately ask questions about your services.

Research Competition

We are not suggesting that you steal ideas and/or intellectual property from your competitors; doing this could get you into a lot of trouble. Instead, our suggestion is that you take a look at the way that successful competitors have formatted their landing pages. If they are in the same business, it stands to reason that following their methods for success might be helpful. However, if their methods are not successful, it will be important to try a different approach.

It’s Time to Future Proof Your Content

When you make use of these concepts, you’ll be well on your way to creating content that will be both strong and future proof. It’s time to retire the landing pages of the past; the future has room for only the highest quality of content. Your landing page should give visitors valuable and useful information instead of just attracting them like moths to a flame.

If there’s one last tip we have for those of you working on landing pages, it’s this: remember to have your work edited and proofread to ensure the most effective and useful content possible. The better your landing page looks, the more likely it will be to get noticed and lead to conversions.

Dave Landry Jr. is a personal financial consultant and small business owner located in Southern California. Recently he took an interest in blogging. Dave currently operates as a freelancer, but has worked as a bookkeeper, accountant and financial adviser for several different companies. He has two young daughters, ages seven and nine, who he absolutely adores. He hopes they will take an interest in finance, economics and business as well. Their recent interest in fashion and beauty points to the contrary! Dave hopes you enjoy his article and seek out more of his work on http://davelandryjr.blog.com/

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