We all admire a good landing page. To put it in sporting terms, it’s the centre-forward of the digital world: content that converts.
Landing page copywriting is harder than it looks. It’s not just about having a killer headline, some punchy sales points and a slick call to action (CTA).
Instead, it’s about understanding the needs your customers have when they arrive at the page – and inspiring them to take the next step with confidence.
As every page is different, that means you need a copywriter who will work to understand your customers, time after time.
That way, you can help make sure your copy engages your customers.
How long should a landing page be?
If your landing page is the last stage of a customer’s journey through your email or web marketing – so not intended to attract traffic via on-page SEO – you may only need a few paragraphs of tightly crafted copy.
Efficiency is the watchword here. You don’t want to lose your reader or give them a chance to look elsewhere.
Sometimes, though, a page needs to do more of the build-up work.
If a lead is arriving at the page without a clear idea of their own challenge, you have more explaining to do. The same applies if they lack knowledge of your company or sector.
That’s when you need a longer landing page that can run to 1,000–2,000 or more words of copy, which includes a variety of content elements such as proof points too.
In other words, the format of the landing page depends on the job you want to do – so when you commission a copywriter, you need someone who can adapt to the kind of content you want.
