What can help you make the first impression of the product before you buy it? 

The answer is a landing page, which usually contains all the product features and benefits for the customers. But the quality of the landing page depends largely on the content it contains. 

So, what should you do not to mess this content up?

Here are some tips you can take advantage of when writing content for landing pages. 

1. Start with a Catchy Headline

It wouldn’t be an understatement to say that a headline is among the most important factors that impact the first impression of your landing page. 

Naturally, the headline is the first thing you should consider when writing landing page content. But what differentiates a really good headline from a mediocre one?

• Clarity – a good headline touches upon a clear idea.

• Relevance – the topic covered by a headline is interesting to the reader. 

• Readability – a good headline is easy to understand. 

• Straightforwardness – a good headline doesn’t beat around the bush. 

With these characteristics in mind, it might seem easy to write a decent headline for your landing page. But how do you create the headline that grabs the attention of the visitor? 

Here are a few suggestions:

• Address the main pain point. A person visits your landing page intending to solve a certain need. Show that you understand your audience and address their needs in a headline right away to get them interested.

• List the top features of your product/service. Even though the rest of the copy will cover your product benefits, why not use the best of them in the landing page headline to attract the consumer’s attention? And if it’s tough to choose among many product features, try animating your headline.

• Make a bold statement. It’s not a secret that consumers only want the best products or services on the market (even if they can’t afford them right away). So, to grab their attention, make a bold statement about how your product stands out from the crowd.

You can also show off some impressive statistics in your landing page headlines to prove the effectiveness of your product/service. These numbers can come from a case study or product feature analysis, but they should remain realistic. 

What about the length of the landing page headline? 

Just to give you some average numbers, Buzzsumo calculated that the optimal length of a headline should be between 80-95 characters or about 40-50 words. 

Of course, the number of words in a headline impacts its readability. But, at the same point, the length of the headline will depend on the message you want it to deliver. 

2. Give a Clear Understanding of Your Solution 

Next on the landing page comes the description of your solution. After reading this description, a visitor should have a basic understanding of how your product/service works and why they might need it. 

To make sure that the description of your solution actually provides value, try sticking to the following recommendations: 

• Highlight more of customers’ pain points. If you already did it in the landing page headline, you can do the same in the product description to agitate the visitor’s desire to purchase your product/service.

• Share a mini product guide. You also can structure your product/service description as a short user manual just to give a general idea of how a customer will work with it.

• Support your product description with images. For instance, if you claim that your email autoresponders can be used to send follow-ups to potential leads, a visual, like an image or a gif, would work as proof of that feature.

The main point of a product/service description on a landing page is to introduce the benefits of your solution. So, avoid making vague claims. Instead, use convincing arguments and facts to persuade your visitors to give your product a try. 

3. Support Your Statement with Customer Testimonials 

Another persuasion technique that could add more credibility to your landing page and make your solution relevant to your visitors is social proof. 

Product reviews and customer feedback are among the factors that also impact the final purchase decision. If a brand or a product has at least five reviews, the likelihood that another consumer will purchase it gets four times higher.

So, your landing page will definitely benefit from some customer testimonials, which will also serve as social proof that your solution actually works. 

There’s no single way of adding product reviews to your landing page

4. Improve the Readability of Your Landing Page

A good landing page is always scannable. So, when writing content for your landing pages, pay attention to how you structure the information. 

Good content readability also impacts the position of your landing page in search results. According to Yoast, search engines mimic humans, and if your text resembles a natural human speech, the chances of your page ranking higher in SERPs will be better. 

How can you improve the readability of the content on your landing page?

Besides structuring the information in a logical way, you can also use:

• Bullet lists. If your product/service has a lot of features, it would be better to organize them with bullet lists to make them look more organized.

• Content sections. If your product features are different for each target audience segment, you can organize them accordingly to minimize the space that the text occupies on the landing page.

The general rule of thumb when it comes to improving the readability of landing page content is to keep it brief but to-the-point. Remember – your visitors come to your landing pages to get certain information about your product. So, be specific but don’t beat around the bush. 

5. End with an Appealing CTA

Lastly, when making finishing touches to your landing page content, don’t forget about writing a call-to-action. 

Just like with customer testimonials, there is no single right way to write CTAs. You can add a simple CTA button or accompany it with some text. Another option is to add pricing to compare a free and a paid version of your product/service to help a visitor make a well-informed decision. 

Regardless of what CTA form you choose, your task is to make it engaging. Here’s how you can make it happen:

• Use strong action verbs. Your CTA should be dynamic and motivate the visitor to take further steps. Verbs like try, buy, sign up, etc., work well because they describe the specific action that a visitor should take. 

• Add some FOMO. The feat of missing out adds a bit more urgency, but it’s not applicable to every CTA. Reserve this method only for those cases when the urgency really takes place. 

• Make your CTA natural. It should serve as the natural conclusion to your landing page content and not look misplaced.  

In general, a CTA shouldn’t be long – one short sentence along with a CTA button is enough to push the visitor to the next level of the sales funnel. 

Writing Content for Landing Pages: Topic Recap

A landing page serves as a representative for your solution. That’s why the content that you put on it matters a lot – it can impact the first impression of your product. 

Good landing page content has a few characteristics:

• It has a catchy headline. Try to make your landing page headlines direct, relevant, readable, and straightforward to capture the attention of the visitors. 

• It gives a clear understanding of your solution. Good landing pages don’t beat around the bush and highlight the benefits of your product/service. 

• It provides customer testimonials. They serve as social proof to add credibility to your landing page. 

• It is readable. Good landing page content is easy to scan and follows a logical structure. 

• It ends with an appealing CTA. It should look like a natural conclusion to your content. 

Hopefully, these tips, along with the examples we shared, will help you create great landing pages that showcase the best features of your product.