landing page

If you own a website then you should be using landing pages in order to increase your conversions and keep your user’s attention on your page. However, not all landing pages are the same. You need to spend time optimizing your landing page, as well as doing the necessary prep work if you want to see higher conversion rates.

In this post we’re going to cover the steps you need to take to ensure your landing page is running at its full capacity.

1. Define Who The Landing Page Is For

In order to actually persuade your visitor you need to know who you’re actually talking to. It’s easy to get lost in the details, but everything comes back to your knowing your customer and their needs.

  • Who is your customer?
  • What direct value are you bringing to them?
  • Why would they choose to work with you?
  • What are their main objections?

Answer these questions and you’ll be on your way.

2. Bring In Emotion

Even though you’re doing business in the online space you need to realize that you’re working with other human beings. In order to persuade effectively you must being in emotion.

Humans buy based upon emotion, so it’s a good idea to appeal to these desires and wants.

You can craft your copy to use words with greater emotional resonance.

3. Understand Their Needs

The only way to craft copy that’s going to deeply impact your readers is by understanding what makes them tick, and what’s going to make them buy what you’re offering.

A great way to do this is by the structure of your landing page. Make sure you begin with a strong headline, followed by subheads, bullet points, testimonials, value statements, and facts.

All filtered through your voice which relates to the reader.

4. Have A Clear Call-To-Action

Once you’ve done all of the above you’re going to need to have a strong call-to-action. Your call-to-action should be simple, but relate to the product or service you’re selling.

Also, make sure your call-to-action button stands out. The last thing you want is the button to blend into the rest of the page.

Two Design Factors To Keep In Mind

Most everything above applies to the web copy potion of your landing page. Below, you’ll find two elements that bring together the visual and text elements.

1. Simple Design and Whitespace

The simpler your landing page the better. Any distractions are simply diverting your user’s attention from the page.

Your goal should be to create as comfortable as a reading experience as possible. This means a lot of whitespace, font styles, and a very basic color palette.

2. Clear Writing

You want the writing on your landing page to be very clear and concise. If you can say it in less words then do it.

Make your landing page easy to scan and digest, so the reader can make a decision whether or not to buy your product or service.

If you need to improve your website, or your overall content strategy, inducing web copy, then get in touch with our creative team today.

Calvin Bryant

Calvin is a digital expert with clients in the U.S., U.K., and the Caribbean Islands. As the founder of C7, he has worked with Joel Osteen, Carlos Santana, the FBI, and the NBA. He resides in Ponte Vedra, Florida, and is a proud father and husband of 28+ years to his wife, Krista.