Writing for Landing Pages

My experiences writing and creating landing pages for your new customers

Writing for Landing Pages
Airport of Locarno, Switzerland

Who still does anything with a website after launch? Some are very active with it and use a web builder or CMS to make regular changes. But I bet the majority are reluctant to do anything more to it or leave it to others. And that costs money. So what's the alternative if you do want to advertise a product or event? I use Landing Pages.

What is a landing page?

The short answer is a single page, with no distractions, focused on a single action. So no navigation and separate from the normal website. It must serve as an encouragement to take a next step in the process you use to attract customers. Maybe they subscribe, share an email address for more information, or they start the buying process. This next step is made by the Call to Action (CTA).

Are landing pages difficult to create?

In practice, there will often be a form attached to the page and a thank-you page. So some skill and technology is required. Perhaps, with the right tools, all you need to be is digitally handy.

Write for a landing page

Perhaps many people still find this the biggest challenge. How do I get texts? Or how do I write them?

Keep in mind, you are not “writing a landing page” but writing for a landing page. It is not a linear story but a composition with multiple text elements and images, layout etc. Especially when you work with templates, you fill in the blanks or replace dummy text.

The key is to get directly in touch with the feelings of your audience. What is the problem, the pain and what kind of journey are you going on with them to make a transformation. How do we move from the unwanted A to the desired B?

A -> B

Think about who your dream customer is, make it completely clear. What does the customer want, how does the customer feel, what are their challenges.

Some ingredients for a landing page

It's like cooking food. There are recipes, but keep experimenting. In my experience, these are tasty ingredients for a good landing page:

  1. Name potential objections
  2. Provide evidence, social proof
  3. Don't make it too long
  4. Talk about the benefits (and bonus points for storytelling)
  5. Take extra care with titles and subtitles
  6. Call to Action
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Difference between a landing page and a lead magnet? Both landing page and lead magnet are aimed at getting contact information from a visitor and to turn them into a lead or customer. With a Lead Magnet the visitor can receive an incentive, mostly in a digital format. An e-book, checklist, free course. The lead magnet can also be presented on a regular page in the website as a sort of banner or be the purpose of a landing page.

Tools for landing pages

I put together a list of tools you can use to set up landing pages:

Tools for creating landing pages and lead magnets
Overview of tools to create, design, host, track landing pages.

I wrote more, well received blog articles on writing Landing Pages and creating Lead Magnets. In a rush? Quickly subscribe for free and receive the latest updates.