How do you write a landing page?

To get you started in writing an effective landing page, use these tips to strengthen your message on your landing page:

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1. Know who your target audience is. Before you start writing, it is essential to thoroughly understand your target audience. The main purpose of your landing page is to convince the visitor of what you have to offer them. Why and when would they perform the desired action on your landing page? Therefore, to answer this question, you will need to know who your visitors will be and what their needs, problems and desires are.

2. Determine what the purpose of your landing page is. What do you want to accomplish with the landing page? You desire something from your visitor. Is it contact information? Do you want them to make a purchase? Should they schedule an appointment? When the purpose of your landing page is clear, you can also write clearer text that should inform a visitor about what is expected of them and what they will get in return.

3. Give a good first impression thanks to a catchy title. The headline of a page is the first thing visitors see, so this could be seen as the most important part of your landing page. After all, you can't change a first impression. The title will have to be attractive to your visitor and relevant to your offer. The headline will have to attract attention and arouse curiosity.

4. Keep your texts as concise as possible. Landing pages should not be too long. You want to keep the visitor's attention as effectively as possible to maximize the chances of a conversion. Ideal landing page texts have the right ratio between length and relevance, they should be as short as possible but also as comprehensive as possible with only the most relevant information. Visitors should be able to quickly understand what is required of them on the landing page in as few words as possible.

5. Add relevant visual elements. Using images, videos or infographics will reinforce your message and make the page more appealing. But make sure these visual aspects are relevant to your message. If you add a beautiful video that has nothing to do with the rest of the landing page, visitors will mentally drop out or get confused. Thus, it's better to add no visual aspects than the wrong ones. An irrelevant image will do more damage than if you use no images.

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6. Use a clear and actionable call-to-action. Place a clear call-to-action button in the first section of your page and also in your last section. This call-to-action will need to make clear within one, two or three words what a visitor can expect when they click on it. Also, that CTA will need to prompt visitors to take the desired action by using an action-oriented message. For example, an action-oriented message is "Download now" as opposed to "Download E-book."

7. Test your landing page and keep optimizing it. When you start applying the landing page, it is important to monitor and test the performance of your landing page. If necessary, adjust your text, visual elements, title or call-to-action if your campaign is generating few conversions. Even if your campaign does generate a lot of conversions, it is still important to keep testing where this is specifically due to so you know in the future what does and does not work for your target audience.

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Writing an effective landing page takes time and effort, more time and effort than normal texts you write for an informational site, a report or an e-mail. With the right approach, you can relatively easily increase your conversions and achieve your goals. Above all, keep monitoring the results and keep tweaking your texts to get the best results.

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