5 Online Copywriting Tips To Create A Compelling Landing Page

In the internet marketing world, a “landing page” means a page that directs readers to take a spec
ific action. You may want visitors to sign up for a class, ezine or ecourse. You may want them to buy something. Most important, you need to be very specific about the action you want visitors to take. You want to keep them focused on this page until they page a decision. Therefore, you don’t include menus or other distractions. Your page content has to make a powerful impact. Here are 5 tips for a stronger landing page.
(1) Grab your visitor’s attention with a compelling headline that promises a benefit.
Service business owners often think that visitors arrive with the question, “Who are you? How can I get to know you better?”
Instead, they tend to arrive with the question, “Do you understand my problem and appreciate why it’s created so much turmoil in my life?”
One tip I learned from my own copywriting mentor: Write LOTS of headlines, as any as 50, before settling on the best one for your page.
(2) Focus the content on the reader’s challenges.
Imagine the reader skimming the page, thinking, “Who cares?” “So What?” or, “How will this help me?” after every paragraph and bullet point.
(3) Offer opt-in subscribers a meaningful bonus.
Instead of saying, “Get your complimentary ezine here,” suggest a specific reason to subscribe. For instance, a fitness expert or nutrition consultant could create a bonus like, “10 Tested Tips To End Sugar Cravings in 30 Days.” Of course, he would have to have 10 tips that legitimately lead to this benefit.
It’s better to be specific rather than general. “10 Tips To Lose Weight” will generate a ho-hum response among today’s jaded readers. Think about a specific element of weight loss that really gets under your reader’s skin.
(4) Include several bullets, even on a short opt-in page.
To strengthen your copy, practice writing powerful bullets. One technique most copywriters use is “feature…so that… benefit.”
For example:
“Step by step instructions so you won’t need extra time-wasting trips to the grocery store”
“Realistic nutrition tips that recognize you have a life (so you can go to that holiday party and enjoy yourself guilt-free)”
Those aren’t great bullets; they’re just top-of-mind ideas to inspire you.
(5) Include stories. You might share your own story (“how I lost 150 pounds and became a fitness trainer”). Your testimonials could be framed as stories.
Stories work well because they hold your reader’s attention. Notice how everyone sits up when you hint you’re about to say, “Once upon a time…”