Okay, so you’re really not “tricking” people into reading it. And if it’s quality content, they’ll want to read it anyway. But for your content to be read, it needs to be found. When creating content for your landing page, no matter how great you think the page is, it won’t help your business unless people can find it, understand the purpose and see what to do next. This process starts with keyword research which will help you build the type of content that gets found by searchers who need what you are selling.
One of the simplest keyword tools available for research is Google.com. Let’s say you are a marketing agency and writing copy to showcase your expertise, try this Google search: “allintitle:+marketing+agency”. What results is all the pages that Google is aware of that have these words in the page title. Even without doing that search now, I’m sure you can guess the competition is pretty steep for those terms which means it may be difficult to get top ranking for that term if it’s what you focus on in your copy. However, you can still use your preferred words as a starting point and try different variations to understand which terms will increase your chance of ranking on the first page.
Once you’ve determined the keywords you want to include in your copy, you then want to be sure you incorporate those terms into your page content. Keyword density is about how much your word occurs in the content of the page. Experts will give you different percentages to aim for, which are generally in the low single digits, anywhere from 2%-7%. So if your keyword is “marketing agency” and that phrase makes up 30% of your content, it’s pretty obvious to search engines – and to people – that you are keyword stuffing. It’s clear that your copy is an attempt to trick the search engine rather than provide quality content for visitors.
In addition to this simple Google search for the terms you associate with your business, remember to put yourself into the mind of the consumer. We’re all guilty of using our industry lingo and acronyms that don’t mean anything to the everyday person. Think about what the problem is you are trying to solve and discover how your consumer describes the problem. Sometimes this can be as simple as inviting feedback on your social media pages or doing a synonym search on your keywords.
Your content with the appropriate keywords should make it clear to searchers how your products or services will give them what they need. Remember what you’ve learned in Marketing 101 about features and benefits? As the sellers, we can easily get caught up in the feature of what something does. The problem is that people don’t buy features. They buy the benefits so make sure your copy makes sense from their perspective and is about how your product or service specifically benefits them.
Once you tell people what exactly you can do for them, you need to then have clear instructions for their next step. If your call to action is for them to call you, make the phone number prominent on the page. If they can find out more by filling out a form, make sure the form works and doesn’t require too much information. Each additional piece of content you request makes it more likely you will lose someone. (Of course, at this point, you will be working with your web developer, but your input about the copy is still needed!)
To summarize, as you tackle the task of writing your next landing page, remember the path to success is first knowing how to say what you are about. And the words you end up using may not be the ones you came up with during your initial creative strategy session. Once you have words that you feel you can rank on and have done research for related terms, it’s time to write the content. You’re not writing for your CEO or your sales team. You’re writing mostly for the customer and somewhat for the search engines. Your final step is telling the visitor what to do. Make it very, very clear and provide options for contacting you.
If you follow all these steps, yet find your landing page is not getting conversions, it may be time to do some testing which is something you’ll discuss with your web strategy team. Another thing to do is to pay attention to your analytics data. If you note low conversions from a very specific source, it’s time to examine that source to see if there are changes that can be made to the messaging to make it clearer. Keeping these tips in mind will help you write copy that converts which is the bottom line.