A landing page is a page on your website that’s built with a single purpose in mind, like getting visitors to subscribe to your newsletter or encouraging them to buy a product from you. A good copywriter will tell you there are five essential elements that make up good landing page sales copy:
Sales Copy: The Headline
The headline should draw in readers and make them want to know more. You can do this by asking a question, creating a list, or making a bold statement. A few examples might be:
- Is Your Family Prepared for a Major Disaster?
- 7 Ways You Can Travel without Spending a Dime
- The Sneaky Secrets Your Fitness Trainer Won’t Tell You
Landing Page Sales Copy: The Body
If you spend a lot of time writing content for blogs or articles, you may be tempted to tell readers everything right now. However, don’t do that—it kills the suspense for visitors and makes them less likely to click through.
Instead, use the body of your content to connect with your visitor. You want them to feel like you understand their problem and empathize. When you implement this strategy, this is where your visitor begins to trust you.
The Call to Action
Once you’ve engaged your visitor, it’s time to make the direct offer. You want to use a strong call to action that tells your reader what to do next and reminds them of what they’re getting. For example, if your goal is to get newsletter subscribers, you might say, “Sign Up Now and Download Your Free Workbook.”
Landing Page Sales Copy: The Form
Now, present your form. This could be a sign up form for subscribers or an order form for new customers. In order to add the form to your landing page, you’ll probably need some knowledge of coding languages or you’ll need to use a content management system.
Once your form is on the page, make sure to test it several times from different devices. You don’t want to drive traffic to a landing page where the form is broken. Otherwise, you’ll lose all of your hard work.
No matter what you want your visitors to do, it can boost your conversion rate to add a guarantee or two at the bottom of your landing page. If you’re trying to get new visitors to sign up for your email list, promise not to spam them or sell their email address.
However, if you’re providing a service or product, you’ll want to provide a money-back guarantee. In most industries, a standard guarantee is for 30 days. This gives customers a chance to use it before deciding if it’s a good fit. You don’t have to offer a guarantee to your buyers but it is considered a good industry practice.
It’s important to remember that your landing page should have the main navigation and other features hidden from view. You want your visitors to either accept the offer or decline it. You don’t want them getting distracted and reading your latest blog posts or following you on Instagram.
You may be interested in my course on really simple copywriting…
Connie Ragen Green is a bestselling author, marketing mentor, and online marketing strategist, working with people and corporations on six continents to help them increase their credibility, expand their visibility, and explode their profitability. If you’re interested in getting started with the journey to online entrepreneurship and taking your life to the next level, find out more by downloading your Online Entrepreneur Blueprint and get started today.