7 Steps to Creating a Powerful Landing Page

While most inbound marketing strategists are skilled at creating great content on Youtube channels and drafting lead nurturing email campaigns, they have the tendency to only focus on conversion when designing landing pages and overlook simple tweaks that will make people abandon a page. 

Below you will find seven tips to make your landing page more powerful and prevent people from instantly leaving as soon as the page loads.

1) User Action-Oriented Language

When creating a landing page, it is crucial to have action verbs of what filling out this form will help them accomplish. If you are creating a landing page for a free ebook, let them know in three seconds what they will be able to do after they read this book so they will feel compelled to sign up to receive it.

For example “Drive traffic to your website from Facebook” is more effective than “Website traffic comes from Facebook”. Putting action verbs on the page in a bulleted list will help the client identify easily how they will be able to make all of these things happen after filling out the form on the landing page instead of leaving it in someone else’s hands.

2) Use Value-Oriented Language

The value of your content is going to be letting the clients know why they should fill out your form. This will let them know that the minimal time they spend on this will give them a big reward.

Implementing headers that directly point out what they will get is a good way to do this. Put a header that says something like “Fill out this form to:” with a list under of everything they will get in return. For example, if you are advertising a loan program, let them know what terms they might qualify for with terms that will catch their attention—No money down! Low down Payment! and so on.

3) Use Reader Keywords

Instead of using keywords that the search engine will pick on, make your verbiage something that clients will understand without too much thinking. Confirming that the page they landed on matches the information on the link they just clicked on will make them more comfortable and more willing to fill out the form to get the information they were looking for in the first place.

When writing the content for your landing page, included exact or similar phrases as those that you used in the ad campaign that got the client there and make it easy to see when the client quickly scans the page. This will pass the test for the client and drive them to take that next step and fill out the form.

4) Write Using the Second Person

Writing in the second person will make the page more relatable to your reader. Instead of saying I, let them know what they will be able to do by filling out this form. Using terms like “you” and “your” will help them visualize what they will be able to do with this information and make it sound like less of a sales pitch.

5) Go for Clarity Over Creativity

When creating content for a landing page, it’s best to act like you are under a time constraint and have a limited amount of time to finish your project. What would you say if you only had three seconds get your message across? It may have helped you in school when you added fluff words to fill a page minimum, but your clients aren’t looking for fancy language, just the facts.

It’s a good practice to read what you’ve just drafted and cross out any terms or words that aren’t absolutely necessary to convey your message. This is easily achieved by citing statists or facts.

Trying to promote merging all insurance policies to one company? Let the client know how much the average person saves by bundling their accounts together.

6) Format

Making sure that your format is pleasing to the eye is just as important to the content that you put into it. Breaking up the text of a page so that one section is never more than five lines is a great tip to keep in mind.

Breaking up everything using different header formats for each section also draws attention to each set of information. Adding bullet points, check marks or bold text will help draw attention to the most important areas.

It’s also imperative to keep in mind that the client won’t read every line of text, so put the important sentences at the beginning of each group.

7) Proof for Consistency

Once you have written all of the content and proofread each section individually, go back and make sure that everything you’ve written is consistent and matches your core message.

Make sure that all of your grammar is correct as well as spelling as this will prevent any distractions that may come from simple errors. If you are using special terms such as ebook, make sure that it is spelled the same way through out your landing page as the dictionary will not be able to help you achieve consistency.

Double checking your facts is also crucial, as you don’t want to present anything that is not correct information.

Creating a consistent, easy to follow landing page will allow you to get a better return on your investment. Sometimes taking those couple extra steps to make sure everything is understandable from a consumer standpoint will make a huge difference.

Once you’ve created the landing page, try experimenting with a couple variations to get a better feel of how to format and word your future landing pages to make them the most successful they can be.

Follow 220 Marketing for Daily Market Updates