16 Jul Three powerful ways landing page copywriting will transform your health business
A landing page is a web page that’s designed for a single purpose. It might be an email list opt-in page, a product download page, a webinar sign-up page, or a sales page.
Online business owners often use landing pages as the start of their marketing ‘funnel‘. For example, you might create a Facebook or Google Ad campaign and direct the clicks from those ads to a specific web page in order to funnel people into your email marketing and sales system.
Rather than directing prospects to your homepage where there can be lots of options for what to do next, directing them to a landing page with one single purpose is a more effective way to encourage them to take the next step.
Importantly, landing page copywriting is critical to the success of the page. If your copy falls flat, so will your sales or conversions. After all, copy is your online sales person – and it keeps working long after you’ve gone to bed.
Here are three powerful ways landing page copywriting will transform how you do business.Landing pages are everywhere: here’s how to get the most out of yours #landingpages #copywriting #conversion Click To Tweet
1. You can meet your reader where they’re at
Landing pages allow you to meet your prospect where they’re at in terms of their understanding of your business or product.
Often, traditional web pages are written to be a ‘catch all’ page for people who know and understand what you do and also for those who don’t. But landing pages give you an opportunity to write for prospects who are in the very early stages of engaging with you, to build their trust and awareness of your brand.
This means you don’t launch straight into the product or service you’re selling, but instead talk to the reader’s concerns or discomfort – problems that you can solve for them.
You can also use landing pages to pique readers’ interest by giving them an outrageous fact or unusual anecdote to get them wanting to find out more – and sign up to your email list!
Importantly, if you’re sending prospects to a landing page from an online ad campaign, you should always match the message you used in the ad with your landing page copy. This reassures people they’re in the right place and gives them continuity – a key factor in getting them to read on and not bounce straight off the page.You can use landing pages to pique readers’ interest and get them wanting more #landingpages #copywriting #conversion Click To Tweet
2. You can focus your readers’ attention
Landing pages are simple and straightforward. There should be no navigation or other links to divert your reader from what they need to do next.
The copy also needs to keep them focused and lead them towards the goal.
There’s a long-standing debate about how lengthy landing page copy should be, but it all depends on what the page needs.
If your landing page is to encourage people to sign up for an opt-in freebie, it can be short. If your landing page is to sell a product over $100, it can be long – yes, very long. It all depends on what you’re asking from your prospect.
But don’t forget: “simplicity is the ultimate sophistication”. A cluttered landing page will distract prospects from your call to action and you’ll be leaving money (or email addresses) on the table.There is a long-standing debate about how lengthy landing page copy should be. It all depends on what the page needs #landingpages #copywriting #conversion Click To Tweet
3. You can get specific and targeted
Remember that you’re not selling a health product or service. You’re selling people a better, healthier version of themselves.
Because you can use landing pages to target different segments of your audience, landing page copywriting can help you get really specific about the benefits your reader will gain from working with you.
You can speak directly to the problems they’re facing and how you can solve them. And, you can even make slightly different versions of your landing page for people at different stages of the buyer’s journey, to make sure you’re really targeting their needs.You’re not selling a health product or service. You’re selling people a better, healthier version of themselves #landingpages #copywriting #conversion Click To Tweet
Over to you – are you using landing pages to grow your health business? I’d love to hear what you think.
P.S. If you’d like to find out more about how I can help you create landing pages that convert, let’s chat.