Good Content Drives Higher Traffic.
But is it enough to generate conversions?
Pairing it with a top-tiered web design is a smart move, but it is only the tip of the iceberg.
Excellent content writing in the context of digital marketing isn’t just about impeccable grammar or expansive vocabulary. It boils down to four main aspects: Effective Storytelling, Sales Psychology, Visual Engagement, and Call to Action (CTA).
Let’s break them down one by one:
Writing about a brand, business, or product is like conveying a story to the public. You start with a compelling introduction.
What is the product?
What is the service?
What is the story behind the brand name?
Nowadays, straight-up sales talk hardly works. Providing a narrative acknowledges the audience’s distinct preferences and capacity for independent decision-making. By getting the target audience acquainted with the product, you allow enough leeway to make their assessments and fine-tune their options.
Have you ever wondered what makes the biggest brands of today successful? The answer is they give people ‘context’. They don’t just stop at answering the question ‘what’ to define their services. They build up their image by filling in the gaps of their brand identity.
A great landing page content exhibits the following elements in its narrative:
- Catchy — Headlines are a make or break for landing pages. The less appealing it sounds, the more likely it is to cause higher bounce rates. A striking headline intrigues the readers and makes them want to know more.
You can use statistics: 75% of a brand’s first impressions are attributed to its landing page design.
Taking the action-oriented route is also advisable: Provide Real-Time User Assistance with Live Chat Support
- Precise — The readers find it easy to understand the intention or identify the offer. The page’s main purpose is what the audience should instantly grasp from reading the content.
- Quality — Are the paragraphs cohesive? Is it engaging from beginning to end? Does the writing style suit the target audience? A high-quality landing page should be a breeze to read or scan. It retains the reader’s attention long enough until they reach the page’s CTA button or start looking for a contact form.
With sales psychology, you incorporate the emotional component of a customer’s purchasing decision. From there, work your way slowly into helping the readers understand why they need the product.
It is akin to planting a seed of thought into the audience’s minds, allowing the idea to propagate into curiosity and then bloom into a voluntary action to convert into a paying customer. You appeal to their emotions by zooming in on a core problem that your target market struggles with.
How do you achieve that?
First, you need to define who comprises the target market. Is it the working class or the teenagers? Are you selling to fellow business owners? Being aware of your audience’s identity allows you to communicate using a language that appeals the most to them.
If you are to present a problem, it has to make sense to your desired customers. What could your audience potentially lose if they don’t sign up for your services? Specify typical dilemmas encountered without the presence of your services and be quick to back them up with a concrete solution (in other words, redirect their attention to your brand). Throw in social proof or testimonials in the mix. Customer feedback is one of the most authentic and highly trusted references people use to verify a business’s credibility.
The idea is to humanize your pitch and make it more relatable.
Have a clearly defined set of objectives for your landing page. Businesses create new landing pages to augment each digital marketing campaign, drive leads to a specific page on their main website or promote a service separately. In some cases, landing pages are produced for rebranding purposes. It could be that the company is re-launching their services and products, complete with an enhanced lineup and all-new packaging. Another possibility is the business is under a new management and is taking on a different direction in terms of their verticals.
Stay aligned with your marketing goals when creating landing page copies. It is useful in critiquing and finalizing your content. If the page is intended for a rebranding campaign, take the time to review the brand’s old website and understand the new angles they want to target.
Customers have a relatively short attention span. If they can’t find the answers they seek on your page within minutes, they leave.
Visual appeal in the digital age highlights the need to build a page that’s seo-friendly. Supplement your copy with well-researched keywords relevant to your services and distribute them within your headline, subheadings, and body text. Combine it with a mobile-friendly and flawless page layout. From the design perspective, less is more is an enduring trend in landing page design. People prefer web designs that are easy on the eyes.
You want people to stay interested without pulling away too much attention from your content. Aim for simplicity and consistency in your font choice, color theme, and use of images and videos.
Speaking of video content, this is an effective way to provide more information about your products and services. Produce a video version for your FAQs (Frequently Asked Questions) or create a short clip to summarize the perks of choosing your services over other brands.
Call to Action (CTA)
Of the visitors who go over your headline, over 90% also check out your CTA. Your call to action wraps up the entire content and persuades the audience to support your brand.
Say the copy was quite competitive and it initiated a good buildup on the part of your visitors. Unfortunately, things fell flat once they reached your CTA button. A unique and customized CTA will likely make your business stand out. At best, a killer CTA is equally thought-provoking as your headline. Infuse a strong sense of urgency to increase the likelihood of more new conversions.
Examples of thoughtfully constructed CTAs include:
- LEARN MORE
- FIND OUT HOW
- GET FREE QUOTE
- SUBSCRIBE NOW
- BOOST TRAFFIC IN 6 WEEKS!
- 50% OFF FOR NEW SIGN-UPS
Writing is an art—but when used to promote something, it becomes a strategic mind game. These helpful pointers are meant to serve as a guide if you want to monetize all the traffic going in and out of your page.
Before you pen a landing page content, think about the business, company, or service you are writing about. Make it as visually striking as it is intellectually stimulating that people begin to check it out and talk about it for all the right reasons. Capture the brand’s essence and make your content the bridge that closes the gap between the business and their customers.
An effectively written landing page content becomes instrumental in generating more traffic and engagement to the brand it represents. In short, it showcases the perfect balance between persuasive writing and deeply informative content—appealing to both target audiences and search engines.
- How to Write an Effective Landing Page that Converts - October 19, 2021