Writing For Landing Pages: Practical Tips
Landing pages are a vital part of any website. They’re a valuable digital marketing tool used to generate leads and achieve a specific target. The goal of a landing page is to keep users focused on the goal which in most cases is conversion.
Sites with 10-15 landing pages get 55% more leads than those with less than 10. Now imagine if the content of those landing pages is good.
As such, marketers and website admins need to ensure that their landing page achieves its goals and instantly captures visitors’ attention.
While the technical side of building a landing page is vital, so too is the content that you put on it. Many companies overlook this factor and end up creating responsive, innovative landing pages that still don’t meet their needs because their content is irrelevant and not engaging.
That’s why we’ve put together these practical tips to help business leaders and digital marketers enhance their landing page content writing.
1. Think About The Purpose Of Your Landing Page
Before you start building a plan for your landing page content, you need to consider what your aims are and why you’re building the landing page in the first place.
The purpose of your landing page will determine the type of content that you produce, as well as the type of media that you use.
For example, if you’re trying to offer a tutorial or free resource, then you might want to consider using videos or images. In the example above, video marketing software was presented with a video (make sense) and also a ‘Try for free’ button which can be very tempting.
You’ll also need to make sure that the content is long enough to share all of the information that your reader expects.
However, if your landing page is going to offer a deal or discount code, then you won’t need as much content, and instead, you might want to use large images to attract a reader’s attention.
2. Focus On The Reader’s Expectations And Requirements
Once you’ve considered the purpose of your landing page, you need to think about what your reader is looking for from it.
When you’re writing for SEO, the best approach is to aim to give the reader what they want and provide relevant, engaging content (I bet you have heard this a hundred times so far). It is best to get straight to the point and communicate to readers what you want to achieve with that landing page.
That’s because Google, when it created its search algorithm, aimed to offer readers the best content that meets their needs.
Google gives digital marketers advice and insight into how its search algorithm works, so you can learn more about how to understand what a potential reader might want and provide it on your landing page.
3. Introduce Keywords Naturally
While reader considerations are essential when creating a landing page, you also need to think about SEO and introduce your target keywords as much as required.
That means learning about your primary phrase and the associated terms that you need to include alongside it. You can do this by yourself or using some of the free tools which will show you search volume and competition level so you can decide is it worth it to use that keyword.
Once you have a list of target keywords and phrases, you need to introduce them naturally into your content.
While many SEO tools will recommend a number of keywords for you, it’s important that you use these numbers as suggestions.
If you try to shoehorn extra keywords into your content, then it will be obvious and won’t engage readers.
One ranking factor is traffic and the amount of time a user spends on your page, so if readers are turned off and leave your landing page immediately, then you could damage your SEO with excess keywords rather than enhancing it.
4. Incorporate Internal Backlinks
Linking to other pages on your website might seem pointless, but it’s actually a vital part of your SEO strategy. That’s because internal backlinks can help you to show search engines the relevance of your web pages.
It can also help you to increase traffic to the relevant pages on your site and funnel your website, visitors, through the sales and marketing process.
5. Consider the user’s search intent
The most common type of search intent is presented in four types. When you are analyzing your competitors in Semrush or Ahrefs, you can check if the keywords for which they are ranking are informational, navigational, commercial, or transactional type. This might help you decide what your landing page focuses on.
6. Strong Call-to-Action (CTA)
The CTA button is one of the things that will stand out the most on your landing page. It is important to make it relevant, engaging, and inviting.
Most of these are already used, and in every specific landing page category, there are some that work the most. Think of what are the benefits for the users and not just the action itself.
In some cases, you can use the sense of urgency “Claim Your 20% Discount – Offer Ends Tonight!’, and even though in some cases this is probably not true, it works.
7. Speak Directly to the User
Instead of making your content about your company or product, focus on your audience. Use “you” and “your” rather than “we”, “our”, or “the company”.
Traditional approach (company-centric):
“Our platform offers an AI-powered scheduling feature.”
Conversational approach (user-focused):
“Never miss a meeting again—let AI handle your scheduling for you.”
Conclusion
Writing content for landing pages requires skill, research, and time. It’s not as simple as just throwing the keywords onto a page anymore.
Google’s search algorithm is more sophisticated today, and readers have exceptionally high expectations.
So, you should use these tips and take your time to craft the perfect landing page content that will help you achieve your goals, generate quality leads for your business, and more.
Alongside these tips, you also need to incorporate the basics of content writing, such as proofreading your content thoroughly and adjusting your language to suit your reader.
All of that might sound like a lot of hard work, but it will be worth it in the end when your landing page achieves your business goals.
