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Writing for landing pages

Maximising Landing Page Impact

Singular Objective Focus

  • Targeted Objective: Design a landing page centred around a single conversion goal, meticulously crafted to drive one specific business outcome.

Conversion-Driven Actions

  • Key Actions: Landing pages prompt users to undertake various primary actions, such as subscribing to newsletters, downloading content, registering for events, or purchasing products/services.

Varieties of Landing Pages

Splash Page
  • Informational Window: Positioned within the main website, this page primarily imparts essential information. Key elements include a concise message and an exit link, usually devoid of background graphics, focusing solely on conveying a message or offering choices.
Capture Page
  • Lead Generation Focus: Synonymous with landing pages or squeeze pages, these pages are dedicated to capturing leads and driving conversions.

Writing Strategies for Landing Pages

  • Call-to-Action Clarity: Ensure a clear and compelling call-to-action to prompt action.
  • Reader-Centric Approach: Address the audience directly using words like “you” and “Your.”
  • Concise and Direct Messaging: Deliver a clear, direct, and benefit-focused message aligned with business goals.
  • Screen Size Consideration: Tailor content to suit various screen sizes for optimal readability.
  • Emphasis on Benefits: Highlight the benefits rather than merely focusing on the product or service.
  • Headline Excellence: Craft impactful headlines, investing time to create the most compelling one possible.

Effective landing pages captivate users, driving them towards a specific action aligned with your business objectives. By tailoring content and design to the desired outcome, these pages serve as potent tools in your conversion strategy.

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