The benefits of applying these copywriting principles on a landing page
There are many reasons to have both landing pages to promote your offers and products and a website to promote your organization. Both require using the principles of copywriting, even if they are seeking different results.
But what are the differences and similarities? Let’s take a look.
First, a website because it is something that we all are familiar with. If you have not lived under a rock for the better part of the past 3 decades, you must have seen that websites have become required for nearly every type of business. They are the business card or phone book (do they still print phone books? I don’t even know) listing of today.
On a website, all of the pages are typically visible and you can navigate (hopefully easily) to each page. Its purpose is largely to tell you about the organization and its offers.
Content such as blogs and articles can help a website attract the attention of search engines. This, commonly known as SEO (search engine optimization) results in improved ranking in search results. Of course, every business wants to rank as well as possible in search results to attract the attention of potential clients.
Your goal as a website writer is to create content that offers value to the reader…think about answering the questions your customers ask. This is the main purpose of having a website.
A landing page on the other hand is a targeted page that is aimed at promoting one action or offer.
It often only has text, images, and a form or buy box rather than the fancy visual story of a full website.
It has very limited navigation because the point is not to drive the viewer to another page or site, but rather to have them take action.
How do copywriting principles vary for each type of site?
The written word, with its inherent power, is important to each type of site, of course. But, because there are different goals for a website and a landing page, copywriting principles are used differently.
On a website a copywriter:
Uses powerful words that drive emotion. Think “discover” and “transform” — words that cause a reader to feel that they need (rather than want) what the organization offers.
Uses terms that offer value to the reader. Think of terms such as “how to” and “learn.” The point is to educate your reader on the benefits of your work (not to sell them), use words that achieve this result.
On a landing page a copywriter:
Uses words that inspire action. The point of a landing page is to get people to buy or sign up for an email, so words such as “now” and “free” are often employed. You might also think about creating a free giveaway to offer in exchange for a subscriber’s email address, but that is the topic for another blog.
Less is more on a landing page. This is not the place for you to write 1,000’s of words on the benefits of your offer. A landing page is a place to sell. This is exciting for copywriters who so often are told to offer value or educate. Here sell, sell, sell! Tell a short story, include exciting imagery, and drive action in your reader.
The truth is that you need both a website and landing pages included in your content strategy. A website is your calling card, and your landing pages will add subscribers to your list (incredibly important) and drive action for your events and products.
Want to learn more about how to create content and copy that will transform your business and increase conversions? Check out our other blogs on the topic, or schedule a call to chat about your needs. We are here to help!