How to Create Landing Page Content That Converts

Crafting content for landing pages is an essential skill of modern digital marketers. While it might sound like an easy project for some, I’ve personally struggled with writing content that converts. My career started in Pay-Per-Click, where I quickly realized that even the subtle differences in the landing page content could have an enormous impact on the conversion rate.

In this blog post, you’ll find the five most effective content creation strategies that have worked great for my team and me. This article will be helpful for demand generation professionals responsible for feeding the top of the funnel.

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1. Do not use your website copy for your landing pages

I have massive respect for product marketing professionals. It’s those guys who are usually responsible for all things website content. This content is excellent for SEO, and for sure, it plays a vital role in the buyers’ journey, yet it’s useless for your landing pages.

It might sound blunt, but the worst thing you can do when creating content for your landing pages is copying it from the website as it is. The reason for that is the ultra-short attention span of your landing page visitors versus your website visitors.

I like running, so I’ll give you a running analogy to explain such a dramatic difference in the attention span. When someone finds your website through the organic search, they are ready for a 5-mile jog, compared to someone who responds to your Ad - they are prepared for a 300-feet sprint.

Those who clicked your digital Ad and landed on a dedicated landing page need instant gratification. They need to see the answer to their question or see the solution to their problem right here and right now, or they are going to bounce before long.

PRO TIP: The worst thing you can do when creating content for your landing pages is copying it from the website as it is.

So, what’s the actionable step behind this rule. The key to an effective landing page content is in the clarity of the message. Leave your “vision,” “strategy,” as well as the high-level benefits for your website and instead clearly state what your product or service does and how exactly it can help your crucial buying personas solve their use case.

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2. Kill as many words as you can

I’ve personally launched hundreds of various landing page A/B tests over the course my career. If someone asked me what was the one thing that I learnt testing out different pages, a landing page with insightful yet lengthy content will almost always be outperformed by a much less content-rich landing page, where the landing page copy and the ad copy were telling different parts of one story.

A specific strategy became popular in the content marketing community a few years ago called “Kill a Word.” The idea behind it is pretty smart - when creating a landing page content, digital marketers should be relentlessly looking for ways to make the content shorter.

PRO TIP: One thousand more words will not help you tell a better story any more than ten more words.

KIll a Word is almost like a game, where literally every word becomes a candidate to be eliminated (killed). The more words you can kill, the better because, the more clear and concise your content is, the higher the landing page conversion rate is.

Example:

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3. Connect your landing page content to your ad message

I’ll try to apply my “Kill a Word” skills to the following few paragraphs to help you get a better idea of how it works and how, instead of creating a few paragraphs, you can craft just a few sentences.

Your landing page content must be connected to your Ads. By doing so, you are providing a consistent journey to your prospects while improving the bounce rate and increasing your landing page’s conversion rate.

Example:

• If you have one Ad and one Landing Page: imagine a user clicked on an Ad that said “Landing Page Builder for B2B Marketing Teams”, the message that your visitors should see on your landing page could be “Are You a B2B Marketer Looking for a Landing Page Builder? Try Marcom Robot”.
• If you have many ads and many landing pages: consider creating multiple landing page variants or using dynamic text replacement functionality available with the Marcom Robot Landing Page Builder to ensure that your landing page content and Ad copy are closely connected.

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4. Whatever you do, place your call-to-action at the top

High-converting landing pages are not just about the perfectly written text and appealing graphics. They are about a story where all elements have a certain role. In order for your landing page to show great performance, always consider putting your call-to-action at the beginning of your story - preferably right after the main headline.

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5.  Use striking action-packed text for your calls-to-action buttons

Call-to-action buttons should feature striking action-oriented text. Consider using words such as “start”, “explore”, “get,” “reserve,” “try.” Here are a few examples of a great calls-to-action:

• Start Your Free Trial
• Get Started for Free
• Reserve Your Discount