“An important part of using an online presence to reach more people, grow an email list, sell more products, and secure more customers is knowing how to write content for a website.
In this guide, we’ll look at how to use landing page copywriting as well as keyword research, SEO optimization, and non-copy page elements to create more effective, powerful, and results-oriented pages for your website.
Define the Purpose of the Page
Website content comes in a variety of shapes and sizes. From long-form content and blog posts to sidebar blurbs and product descriptions, copy is prepared and displayed in varied ways to serve different purposes.
But in this post, we’re focusing on how to write content for a website landing page.
In the simplest terms, Unbounce describes a landing page as ‘any web page that a visitor can arrive at or ‘land’ on.’
Landing page content is different from blog post content. Blog posts are time-stamped pages usually related to something topical, timely, seasonal, or newsworthy, whereas landing pages are typically evergreen pages (with no timestamp and often no navigation). They usually include information about a brand’s products, services, or offerings.
Landing pages also have a specific purpose. Unbounce goes on to say they are pages that have ‘been designed for a single focused objective.’ Landing pages are designed to lead the user to take action. They are created for one of the following purposes:
- Click Throughs: a page designed to lead the user to another webpage.
- Lead Generation: a page designed to lead the user to enter their information in an opt-in form.
- Purchase: a page designed to lead the user to make a purchase.
Before you create a page on your website, decide what purpose the page will serve. While there may be other intended actions, most landing pages have the purpose of driving one of the actions listed above.
Find the Best Keyword for the Page
Before you can learn how to write a landing page, you first need to learn how to find the best keywords for your pages.
A keyword is the primary term you want search engines to associate with your page. To identify the best keyword for your page, use Alexa’s Keyword Difficulty Tool.