Marketers old and new who have either woken up or have become past masters in the game of online marketing through webpage copies will tell you that getting the landing page right in terms of content, and its positioning is half the battle won in a race to securing quick and sure conversions.
The landing page of website which could also in keeping with its character and function be called the leading page demands and deserves a content that requires innumerable writes and re-writes.
At the end of the day what decides how successful a landing page has been, and these are facts that can be directly quoted in numbers and hence tangible is the content that has influenced the mere visitor to become a precious customer.
In times when online privacy is increasingly becoming difficult to expect let alone rest assured, why would anyone, and I mean anyone want to leave their email address and name on the form?
Well, I ask again, why not? It actually helps at times to be led by your human instinct and know that a certain word, or a certain offer will effect a certain response. Some of the best marketing strategies while building on stats and figures are actually founded on our understanding and experience with the workings of the human mind.
And the arrow that inevitably and most assuredly (if rightly targeted) hits the conversion rolling is content. The better the content and the more engaging it is in generating interest and evoking curiosity in the reader, the better the expected ratio of conversion/visitor success.
The content in a landing page is usually accompanied and/or followed by a graphic, so the writer who is developing the content must make sure that he/she is completely conversant with the product on offer. The content developer too plays an important role in strategizing with the marketing team as to what landing page copy will prove to be most result bearing.
Most landing page copy as a fundamental in marketing techniques is made to go through a split testing process, where variants of the same copy are put across to a testing team and the effects of each copy is noted. And it so happens than more often than note the winning copy has been the one with crisper and customer curiosity driven content and not necessarily a better graphic.
The content drives the landing page copy, it influences the visitor on the webpage and most importantly in the long run stands as a testimony to the long term goal of the product to gain a certain brand value as well as influence consumer decisions.
Quirky, spirited, interactive, staid, tried and tested, fresh, raw, practiced- you never know what kind of content will work. The challenge is to repeatedly try and come up with fresh ideas and respect the significance of brevity in the entire exercise.