No matter how beautiful your landing page is, good content is what makes the real difference in increasing visitor conversion rates. From the headline, and lead sentence to the call to action (CTA), every aspect of your landing page content is an opportunity to help you reach your revenue goals. But the number of words in the content on a landing page is limited. You can’t write too. So how to make full use of sentences? In this article, I will show you how to write an effective, high-converting landing page. Let’s go!

INSTRUCTIONS ON HOW TO WRITE LANDING PAGE TO ATTRACT USERS

1. DEFINE CUSTOMER PERSONAL

The most basic thing for a landing page to create a conversion is that the content can convince the user. To do this, the content you write needs to be relevant to the reader, right? For example, your house smells musty and every day you come home from work, you feel uncomfortable. You will immediately be attracted to an article sharing that unpleasant feeling and interested in the solution they offer, even though you have not thought about dealing with the musty smell because you are too busy. So the first and most important foundation of writing landing page content (or any other content) is to identify:

1. Who are your customers?
2. Where are they from?
3. What is their pain?
4. How can your solution help them?

In other words, it is to determine the  Customer Portrait so that the content you write follows the Customer Journey, knowing:

• What is the right tone for them?
• What kind of design will appeal to them?
• What are their goals at this stage?
• What is the goal of making a business landing page? (I will say below)
• What content is needed to convince them (based on the fears and challenges of the customer group)?
• How should an attractive offer be made?

Answering these questions means you have completed 20% of the most important content on a landing page, from here, you just need to set up a goal to write and implement into complete content.

2. SET WRITING GOALS

Of course, the ultimate goal of making a landing page is to sell. But as I said above, according to each stage of the Customer Journey, the goal of the content landing page is different. There are basically the following types of landing pages with the same goal:

Landing Page	Main target
Pitch landing page	Introducing features and benefits of products and services
Lead-generation landing page	Collect customer information such as full name, email, phone number, etc. for different marketing purposes
Squeeze landing page	Collect only lead email to nurture email marketing
Sales landing page	Provide information and call to motivate customers to buy.

Depending on the goal, the business should use the right type of landing page with the right content for the best conversion rate. For example, for landing pages that target customer information, you should apply them to marketing strategies to attract customers with the gifts they expect, help customers leave more information. As for sales pages, you should stimulate shopping needs by focusing on their biggest pain and the most convincing solution you have.

3. CHOOSE THE RIGHT CONCEPT

The concept of a landing page is a harmonious combination of design and content. These include the following basic requirements:

A. DESIGN OF THE LANDING PAGE

• Colors focus on the main color tone of the product, no more than 3 main colors on 1 page
• Visually appealing CTAs to capture attention and trigger them to click.
• Directional cues to direct the user’s eye on individual pages and elements only.
• Great user experience for easy navigation, to increase user retention and continue to generate more leads.
• Other factors that contribute to the overall goal are guiding users to conversion.

B. CONTENT ON THE LANDING PAGE

• Copywriting is relevant for understanding advertising/promotional messages and building trust.
• Stand out headlines to grab the customer’s attention and slowly give a reason
• Focus on a single advertising message with a unified argument as the basis for conversion.
• Build credibility with reviews, testimonials, etc.

4. INVEST IN IMAGES

Landing page is an important touch point of the business with customers. So the image on the landing page is especially important, no matter what type of landing page, pitch, lead-generation or squeeze. Blurry, broken images, messy sizes will make customers lose a good experience immediately. Please choose images that are related to the content you want to convey and match the concept!

5. WRITE CATCHY, IMPRESSIVE HEADLINES

The landing page title will determine the effectiveness of the entire page. The rules of the game are simple: if the headline doesn’t capture the attention of potential customers, they won’t visit your page and won’t even read your offer. 🙁 So here are 5 tips to help you write headlines that instantly catch your customers’ eyes! Uniqueness The first and foremost thing about landing page titles is uniqueness. If your title is similar to hundreds of other titles on the SERP page, then surely, your business cannot stand out. If the headline speaks to the uniqueness of your product or service, you have a much better chance of engaging your audience. To be the best in your niche, you need to be as unique and creative as possible. Make a question this is a popular method but still very effective because when people see a question, they instinctively want an answer. Ask people a question that your product/service is the answer to. Eg:

• “How to make 25% more per year with SEO?”
• “Do you want to increase traffic in just 3 months?”
• “How to stop falling asleep in the morning quickly?”

If this question is also a long-tail keyword, the better for SEO! Scare People Fear is a very powerful motivator! If you scare people off in the headline, chances are they’ll read on. This is a simple technique. Instinctively, people try to protect themselves from all possible dangers. For example:

• You will 100 million per year without this skill
• There is only one thing that can save your marriage from falling apart.

Emotional When you create any text, including headlines, remember that we are all emotional content. Make sure that your headline evokes certain emotions whether it’s compassion, curiosity, or even doubt. Customer focus You definitely have a specific audience you want to target, don’t you? So now just make sure your title belongs to this customer group. If you’re selling cool stuff to teenagers, use plain language or even slang for “really.” If you’re selling academic books, make the title smarter and more complex.

6. OPTIMIZED FOR MOBILE DEVICES

Nearly 30% of all website activity comes from mobile devices. This number also varies for each customer, but the importance of optimizing your landing page or website for mobile devices cannot be denied. Having a mobile-friendly website can even double a business’ conversion rate. The requirements for a good mobile landing page are also:

• Easy to navigate,
• Fast loading speed
• And super easy to click.

Not every website with a good interface will run smoothly on mobile devices. You should take note of this!

7. FIND AND USE KEYWORDS

You think that landing page does not need to insert keywords, and does not need SEO? If your landing pages want to reach customers through search engines, you need to optimize them for SEO. Here’s how to find and use keywords for landing pages. You should find keywords that are competitive enough to rank for a large number of website visitors, but not too competitive with the big companies.  If you’re not an SEO person, you can use Neil Patel’s free keyword finder Ubersuggest. You just need to enter the main keyword, the data for each keyword will display like:

• Secondary keywords help attract customers
• Estimated monthly search volume
• Cost per click if used in ads
• Ad difficulty
• Difficulty in SEO

Once you know what keywords you’ll be using in your marketing campaigns, you can begin the process of building, customizing, and publishing your landing page. You should add keywords to: content, image, title and URL! As for how to optimize SEO, I will guide you shortly.

8. OPTIMIZE SEO STANDARDS

To optimize a landing page or any website with SEO standards, in addition to keywords, you need to note the following:

• Standard content length alignment. There is no specific rule for landing page length, but it will depend on whether your content is enough to convince customers to act on your goals. However, a landing page that is too long is difficult for customers to read, so you need to optimize for tight, concise words to get the most effective conversion results!
• Optimize heading tags. Yes, the landing page also has heading 2, heading 3 as usual. And you also need to insert keywords into these headings for easier SEO. For example, a product page should insert product keywords. But you also need to pay attention to the following factors…
• Note the keyword density. A good keyword density will account for about 3-4% of the content length, if the keyword density is too much and the context is not reasonable, it will make the reader uncomfortable, the time on site will decrease, and it will also be evaluated as “” keyword stuffing”. You can use Surfer SEO like I introduced in Content Optimization Tools to see if your keyword density and page length are ok!  

In addition, the landing page also needs to be optimized for the title, heading, meta description, alt tag in the image… and  other on-page optimization standards .

9. END WITH A CTA (CALL TO ACTION)

A call to action, or CTA, is a key element on a website, acting as a signpost to help users know what to do next. Without a clear CTA, customers may not know the next steps to take to purchase a product or sign up for an offer, and could potentially leave the site without completing the desired action. wait. Most marketers use some sort of strategy to create CTAs that deliver results, here are some good CTA elements to have.

• Outstanding design. The best CTA needs to grab the user’s attention, so a color that contrasts with the color of the page or email is a must-have feature.
• High visibility. Since the call to action should be the most noticeable thing on the page, the font size should be large enough to be easily seen.
• Clear benefits. Outlining the benefits a user will receive upon completing an action is an effective way to get them to click. For example:  register now to receive 15% discount on this product.
• Words call to action. CTA – as the name implies, is designed to compel users to take action, so an effective CTA should use action words like “discover”, “learn more” and “buy now”. .
• Not too long. A good CTA should be a short phrase, not a sentence. Most CTAs are no longer than 5-7 words.
• Feeling of urgency. Users are easily distracted on the internet, so a strong sense of urgency such as “Offer only lasts 24h” can help force users to act immediately instead of delaying action.

So I went through 9 steps to perfect a landing page from defining customer personas to creating CTA. To help you write more effective landing pages, here are 7 landing page writing tips that not everyone knows. Let’s take a look!

7 TIPS FOR WRITING THE PERFECT LANDING PAGE

1. TURN FEATURES INTO BENEFITS

Most novices when writing landing pages confuse features and benefits. And you, do you know the difference between features and benefits? Difference between feature and benefit: A feature is part of your product or service, while a benefit is its positive impact on your customers. For example, think of a jacket you like:

• Shirt made of waterproof poly material
• Very light weight
• Black with white
• With a hat
• And there are pockets.

That’s a feature. But we often don’t care about features as much as you think. Who cares what this shirt is made of, they just need to know if the shirt will help them solve the problems they need, like sun protection, rain protection, etc.  That’s the benefit. So to talk about benefits, try the following table: Table of features and corresponding benefits of the shirt:

Feature	Benefit
Shirt made of waterproof material	Not afraid of stains, not afraid of erratic weather, rest assured to use when it rains
Very light weight	Comfortable to wear when exercising or daily activities, easy to store in backpacks, bags
Black with white	Simple color personality, easy to coordinate but never out of date
With a hat	Protect your health and hair
Has a bag	Convenient to store things like keys, cards, gloves, don’t worry about losing it

To do this, you just need to ask: how does this feature help customers? That way you will have a list of benefits to convince customers.

2. WRITE CONCISELY AND CLEARLY

In this fast-paced life, no customer has enough time to read a 3000+ word article just to introduce a product. Focus on the most refined content with the most concise explanations that are easy to understand.

3. LEVERAGE CUSTOMER FEEDBACK

Because the landing page is focused on the customer, of course the feedback from the customer will be very helpful in improving the landing page. You can ask the sales team or account to know more deeply what the customer is looking for and if there is more information needed in the landing page, is there a CTA button that needs to be updated?

4. LIMIT THE USE OF TERMINOLOGY

Use words that your customers will understand quickly. For example, instead of saying “SEO services help increase traffic”, I would say “SEO services help attract customers to the website”, do you understand? Simplify terminology so that customers understand what you are trying to say, and how your offer benefits them, thereby making decisions faster.

5. GIVE NUMBERS AND SPECIFIC EXAMPLES

Between a fanpage management service that “helps you increase thousands of likes” and another service “helps you increase 5000 likes in just 1 month like customers A, B, C have achieved”, surely customers will Which side are you more impressed with, you know, right? Note:  you should choose numbers that are close to reality instead of “cheating”, customers will immediately recognize! Moreover, if the customer does not have the same effect as you “slash”, they will be very disappointed, or indignant. And that’s not good for your business, trust me.

6. USE LANGUAGE LIKE TALKING TO THE READER

You cannot meet in person to convince customers, but the landing page is where you will communicate with them. So the more natural the communication, the closer it feels, the higher the trust! That’s also why you shouldn’t use jargon and choose the right tone of voice. ^^

7. THOROUGHLY ILLUSTRATED IDEAS

Take advantage of all the content you can illustrate:

• Picture
• Illustration button
• Color (yes, color also evokes feelings, like blue is good and red is bad)
• Video evidence
• Related charts & graphs
• White space (dividing the page layout helps customers know what is important and the page is easier to see)
• …

In general, what you can take advantage of, use it to the fullest so that the customer understands what you want to convey.

CONCLUSION

Above is my complete guide to writing landing pages. Unlike a blog, a landing page is like a store – the decision to generate conversions is more direct, so the writing and presentation will be more demanding than blogging. You need to consider a lot in choosing words, choosing images and colors, layout, etc. But everything has its price. Practice regularly and you will see results! Good luck!

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