Content Writing for Websites: Must-Have Elements of a Compelling Landing Page
Sarah Edwards
Many factors go into creating an effective website, but one of the most important is the quality of your landing pages. When content writing for websites, you’ll want to devote careful attention to the words and other tools you use to move your audience through your purchasing funnel.
A landing page isn’t like a blog or an article. It’s usually evergreen, which means that it should remain relevant as the months and years go by. You may update it with new information, but its essence won’t change.
Your content writing for website strategies should include a few techniques for creating effective landing pages that convert viewers. The following elements have been proven to work.
Showcase Customer Testimonials
Unless you’re a brand-new business, you likely have a few clients who have previously purchased from you. Lean on them for help when creating your landing pages. If current clients are willing to provide you with a few solid reviews, you can display these on your website to attract new customers who are on the fence about your products.
People usually check reviews when deciding whether to buy from you. They’ll look at review aggregators, like Google and Yelp, and other sites that allow customers to comment on their experience.
If your landing page is full of client reviews, there’s less reason for a consumer to leave your website. You’ve already done the research for them and given them the incentive they need to start the purchase process.
Pay Attention to the Landing Page Appearance
A landing page isn’t the place to showcase your aptitude for writing long-form articles. Instead, all the content should be concise. You can include links on your landing pages to other areas on your website that have more information. However, the landing page is the place to drive home a few key points, not wield your pen like Hemingway.
Words aren’t the only things you’ll want to consider on your landing page. You should also include graphics that capture your audience’s attention. Humans are very visual creatures; a captivating photo that relates to what you have to offer can go a long way to holding their attention.
People who visit your landing page should understand the gist of your products and services in just a few seconds. They’ll simply click away from your website if it doesn’t resonate with them.
Follow KISS Guidance
You’ve probably heard of the acronym “KISS,” or “keep it simple, stupid.” When used in online writing, it refers to avoiding pitfalls that many companies fall into — like being overly descriptive when there’s no need to be. On a landing page, KISS is paramount.
Avoid using overly complex or technical jargon that the average consumer won’t understand; instead, save the finer points for your e-books or articles. Ideally, someone with a middle school reading level should easily understand your landing page content.
Your sentences should be short and to the point. Include bullet points, graphs, and call-outs that are easily skimmable to anyone reading your page. Clients are more likely to take action when they don’t have to work hard to understand what you’re offering.
Emphasize the Benefits Your Company Has to Offer
No one will take action on your landing page if there isn’t a clear reason for them to do so. You could have the best products on the planet, but if you don’t explain how they help your clients, your site visitors will pass on your offer.
One of the most critical parts of content writing for websites is clarifying the advantages of your product. If your audience understands the benefits, they’re more likely to take action and act accordingly.
Clearly state the benefits your clients gain from your products on your landing page. Highlight them in large fonts so they’re immediately visible to anyone who visits. Use call-outs so clients know what they’ll be missing if they don’t make a purchase.
Knowing the Keys to Effective Content Writing for Websites Will Lead to More Conversions
You’ll naturally attract more sales and leads when you devote time and creative energy to your landing pages. Use Write Collective’s tips to get started, or explore our landing page content writing services. Our experienced writers will create killer landing pages that convert customers fast!
About Sarah Edwards
Sarah Edwards, the founder of Write Collective, is an SEO and content marketing expert with a strong track record in helping businesses, agencies, and individuals in every sector establish credibility online with strong links, optimized webpages, and superior copy.