How to Write a landing Page that Converts

 

Learn the secrets to writing online landing pages that really close the sale. When you look around the web, you’ll see millions of pages. The first page you see when you go to to a new site is typically their “landing page.”  Does it work as a good sales tool? Rarely. Learn how to write a landing page that really converts.
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 When you make a career of writing for the web, your clients will want you to write landing pages. Maybe not every client, but you can bank on it being a regular request. As a web copywriter who knows how to write a landing page that quickly engages and establishes trust with its visitor, and then leads the visitor, either indirectly or directly, towards a purchase – you will never be short of work.

But let’s start at the beginning. What is a landing page?

That’s simple. It’s a single webpage that someone “lands” on as a result of clicking a link. The purpose of the landing page is to evoke a response… much like a direct mail letter.

There are two categories of landing pages: reference and transactional. We can actually break those two categories down even more. These definitions come from Don Nicholas of Mequoda.com. Let’s take a look…

Reference landing pages:

Glossary Landing Pages provide a list of definitions.

Directory Landing Pages have a listing of links to articles or news stories.

Article Landing Pages contain articles and other editorial content.

These pages might seem like a public service, but the end game is to generate leads and/or sales. A business that provides a reference landing page knows that relevant and informative content will help its site to rank well on search engines… and that means more traffic and more opportunities to make sales.

Transactional Landing Pages

Transactional landing pages are more directly sales oriented. There are five main types:

“Rapid Conversion” Landing Page: This is a landing page with the sole purpose of starting an online relationship with the visitor. It works to get each visitor to “opt in” by entering an email address, in exchange for something—a subscription to an ezine, a free report, an online course, or a gift certificate, for example. You might also see this type of page referred to as a squeeze page.

“Sales Letter” Landing Page: This landing page is like a traditional sales letter in many ways. Its main goal is to get the reader to buy. Aside from a link to the order page, this page won’t typically have any outgoing links… not even back to the company’s main site.

“Up-Sell” Landing Page: This type of landing page actually comes from an order page. Smart marketers usually make an additional offer to newly acquired customers. After making a purchase, new customers are routed to a thank you page that contains an up-sell offer. It’s usually a one-time offer with a deep discount—visitors will miss out if they leave the page. This kind of landing page can have a conversion rate of 20% to 30%.

“Priority Code” Landing Page: This landing page makes a special offer to people with a priority code—think coupon code. Once the prospect enters the code—often procured from a newspaper ad or other mainstream advertisement—they can take advantage of the special offer. Companies also use this strategy with the “rapid conversion” landing page—the prospect can claim a free gift if the go to the web page and enter their priority code and email address.

“Access Challenge” Landing Page: This landing page offers the visitor a subscription to premium members-only website content. You’ve probably seen this as an article or news story appearing in a search engine result – when you click to read the story, you find that to read the full transcript, you have to sign up for site membership.

Regardless of the type, the right landing page is one of the keys to success when you write for the web. And if you’re an online copywriter, becoming an expert at writing landing pages is a great way to make sure you’re always in high demand.

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John Wood

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