In the early days of the Internet, you built a website for your business and assumed most visitors would come through your front door, the home page. If they used a search engine like Google to find you, your home page was the link most often shown in search results.

Today, search engines are a lot more sophisticated. And so are searchers. They’re more specific in the keywords they use to search. And they expect results that are more precisely matched to their query.

With millions of websites in nearly every niche vying for attention, how do you ensure prospective customers will find their way to your website? One proven strategy is to write landing pages.

A landing page is narrowly focused on a single subject or specific application. It gets traffic from anywhere other than the main pages of your website. It’s most commonly found with search engine results, or by clicking a link in an online ad, e-mail, or social media site like Facebook, Twitter or Instagram. It’s ideal for vertical marketing — growing sales in one particular niche.

• HERE’S WHAT WORKS

Once visitors “land” on your landing page, you want to be sure the information they find meets their expectations. It should speak to the topic and nothing else. If it meets their needs, they won’t click the back button, and you’ll soon have a future customer in the making.

• KEEP IT SIMPLE

The ideal landing page should have limited options. Features like the navigation menu, side bar, and links to internal pages will distract from the purpose of your landing page. Landing pages increase conversions by focusing on a singular marketing objective. So stay on point!

Think of each landing page as a doorway through which a visitor might enter. A professional copywriter can craft a landing page that will cut through Internet clutter with a creative headline, persuasive benefit statements and a compelling call-to-action.

The objective of a landing page is lead generation. You want visitors to contact you for information or give you at least one valuable piece of data – their email address. Since most buyers don’t make a purchase the first time they learn of a product or service, getting their email address provides you with an opportunity to market to them in the future.

To persuade prospects to give you their email address and possibly other personal information, offer an incentive of value, something they might want related to the subject matter. Usually it’s a form of digital media, which you can give at no cost, such as a report, white paper, ebook, free trial or software.

Even if you don’t plan on selling a product now, capturing email addresses to develop a database is valuable for the future. When you do decide to sell something, you’ll already have a list of qualified prospects.

Now that you know the elements of an effective landing page, you may be excited to write your own. However, if you’d prefer to hire a professional copywriter, one who knows how to get results with captivating landing page content, I the best you can find in copywriting.

I, along with my team of seasoned copywriters, are ready to assist you with your landing pages. Contact us for a no-obligation quote on your project.