Sooner or later, every copywriter faces the question: “How to write great content for a website or landing pages?” Landing pages are single pages offering goods or services. Today, almost everything on the Internet is sold with their help, from pans and trousers to moonshine and legal advice.
Landing pages help to promote goods and services on the market. For us, copywriters, it means only one thing – customers still need landing pages. And if you do not know how to write web content for a website yet, now is the time to learn.
What is a landing page?
First of all, let us see what landing page is. Landing page or just landing is a one-page site, the purpose of which is to bring the user to perform a specific action. A landing page consists of one or several blocks that describe a product or service step by step. One-page should have a beautiful design and well-composed selling text.
As was mentioned above, the structure of the landing page consists of one or more information blocks or screens. The first screen should contain only the most essential information: a catchy title explaining the subtitle and a small list of benefits from the purchase of goods and services. It is impossible to create a universal landing page that would fit all types of business.
If we consider the closest to the ideal option of creating a landing structure, we can use the marketing strategy of AIDA:
In simple words, AIDA is a concept model that allows you to sell a product and service effectively. Marketers use it everywhere, including landing pages. The task of the strategy is to attract the attention of the visitor, to keep him and eventually to direct him to perform some action.
How to write SEO content for a website?
There are four main stages of creating the landing page:
1. Come up with a structure;
2. Write an offer;
3. Write a text;
4. Optimize it;
- Write a plan. It is the skeleton on which you string the details. Text with a weak, illogical structure is challenging to read. Text with a solid structure is easy to read, easy to navigate, and to remember information. The reader moves from one part to another, and the questions become less.
- Make an offer. For clarity, use an offer. The offer is what you bring to notice — the essence of the whole site in one or two sentences. Write an offer answering the questions: “What is it?” and “Why is that necessary?”. Think about the audience this project is aimed at. What benefits they expect from it.
- Write a text. Do not write the text directly on the site. Use Google Docs. In a text editor, it is much easier to work with text – it is much faster to change the structure, swap parts, remove unnecessary ones. When writing, use info style – write about the facts. Ask a question and answer it.
- Optimize your text. Technical optimization is performed for search operations. So it is easier for them to get to the site and index. The better the site is indexed, the easier to find it through search. Also, text optimization is the addition of keys to the text. These are phrases by which people will be able to find your product on the Internet. The keys are perceived better if you put them in the headlines. Select several popular keys and use them in the text.
How to write content for a website: basic principles
Now, let us answer the question: “How to write a good content for your website?”
If you remember, the task of any landing page is to attract and keep as many people as possible! For these purposes, we recommend to follow these points:
1. Title. The first screen is the most important part of the landing. Therefore, all elements title, subtitle, and button – should help each other to create a good first impression. The job of the title is to hook the audience and state the user problem you are going to solve on the page. Not everyone who has read your title wants to scroll further. So the title is something worth throwing the effort into.
A good title does 4 things:
- It meets the expectations of the user – this will reduce the failures;
- It provokes intrigues. It makes it interesting, and it increases the time spent on the page;
- It clarifies what the visitor should do on the page. This filters out visitors who do not have time or money for you;
- It helps SEO. Add a key phrase to the text in the H1 tag.
2. Subtitle. The subtitle supports the value of your proposal: It uncovers what is left unsaid and convinces to scroll further.
3. Value proposition. A value proposition is a specific phrase in which you reveal what is so unique and attractive about your product or service. This is an essence that will help the reader to compare his problem and your version of the solution.
4. Advantages and features. After convincing the customer that you know about their problem, tell them why your solution will work. In this part of the landing page, it is time to write about the product and its key features and benefits.
5. Show product. Show the goods in work. It can prove one or a couple of key benefits from the previous block.
6. Step by step guide. Even a simple product or service should be decomposed into 3-4 simple steps. There is a common mistake: many are afraid to explain, believing that a smart user will be annoyed by unnecessary details. That is not so. The reader never has enough time to get to the bottom of it. And he will be grateful if you tell him quickly and step by step what to do.
7. Buttons. In some studies, buttons on websites are compared to closed doors in an unfamiliar room. Therefore, it is extremely important to make the buttons so that a person would like to press them, and this action does not produce the stress and the feeling of surprise. How to write a text for a button?
- Start with a simple verb in the imperative mood (“Book”) or the infinitive (“Subscribe”);
- Use cases to sound like a human, not like a robot!
- Avoid common language (“Start a happy life now»);
- Appeal to what the potential client wants;
- Calculate the steps.
8. Numbers. People like facts. In the second part of the landing page, add an info block with 2-3 large numbers. When writing the text, use any data that helps to form an opinion about you as a product, specialists, company. This will draw attention to the block and work on trust.
9. Social significance. Your customers know better than you about the advantages and disadvantages, so potential consumers believe reviews as well as your words. Take a few hours to gather visual feedback.
10. Last screen. Your page should end with a strong Call-to-Action and a tool with which the visitor takes the first step to the desired.
We hope that we have prepared a clear answer to the question: “How to write content for website?” Now you can write great texts for landing pages.
Successful landing is the result of painstaking (but not necessarily long) work. If you follow all or at least most of the tips above, your landing page will be successful for sure, and you will have a good conversion. As a result, you get the opportunity to interact with the target audience and get feedback.