Great website landing pages and damn good content
Landing pagesGo to your search engine and ask the question, ‘What are landing pages?’ Wow! Fifteen million possible answers, it must be really complicated. But here’s the thing, it’s not.` A landing page definition – according to Hubspot – ‘…is a website page that allows you to capture a visitor’s information through a lead form’. In layman’s terms, a landing page is a web page that instantly creates interest, compelling the visitor to put their hand up, and ask the question – by means of a landing page form – ‘Please sir, can I have some more?
Good contentContent is everywhere. On a daily basis, most of us are exposed to hundreds, if not thousands of pieces of content every day. But not all of it is good, in fact, some of it stinks. The content that tends to really stop us in our tracks is the content that appeals to us for some reason:
- It stands out among the noise
- It strikes a chord
- It answers a need
- It entertains or educates us
- It touches us in an emotional and personal manner
How to create a great landing page?When creating a website landing page the first question you need to answer is – What do you want the visitor to do once they get there? Usually, your landing page goal is to have the visitor freely offer their contact information. But, in order to do that you will need to offer something of value in return.
Your website landing page best practices checklist:
- Solve an industry-relevant problem
- Offer valuable advice or education
- Entertain in a topical manner
- Provide free downloads – white papers, case studies, etc.
- Elicit an emotional response
What is great content and how to create it?No matter what story you want to tell as part of your inbound marketing strategy you can be sure that somebody has already told it. But, what makes your story stand out from the crowd is how you tell your story and the voice you decide to tell it with. Creating content is not so difficult. Creating content that stands out is. How are you going to make yours stand out?
The processFirstly, you can create the content yourself, you can hire an agency, or you can build your own in-house marketing and copy creation team – it all depends on your budget, your company size, and your ambitions. Regardless of who creates your content, the process is the same.
- Get to know who you want to address
- Create an ideal-buyer persona
- Understand the buyer’s needs and concerns
- Understand how the buyer wants to meet those needs and concerns
- Address these needs head on
- Offer value from your content – never assume that people will read just because you’ve written
- Create the content with the audience firmly in mind
- Decide which tone of voice you wish to use
Creating the ‘voice’ of your contentThere are four main types of content ‘voice’ – the ‘voice’ being the value and the message behind the content. The four main types are as follows:
- Emotion – This type of content is designed to change the playing field of your industry and how people really feel about it. Emotive content doesn’t necessarily educate, but aligns an emotion with your content, regardless of what that emotion is; joy, satisfaction, fear, positivity. For example, the arrival of a new time-saving sales tool or feature might announce, ‘Salespeople be afraid, there’s a new kid on the block!’ A headline that at first glance might appear threatening turns the content on its head to announce a ‘benefit’ for salespeople.
- Authority – Authoritative content aims to held as the highest value to your audience. Your content sets you and your business as being the voice of authority on a particular topic. Your content is not there to sell directly, it exists to raise your profile as a go-to source of information on a topic.
- Solution – In order to offer your audience value, solution-centered content is designed to offer solutions, answers, top methods, listicles, and valuable ‘how-to’ information to your audience. This type of content is best used for connecting with new audiences and serves to establish your voice as being reliable when it comes to finding resolutions to needs and problems.
- Advertising – This is time for you to blow your trumpet, to shout from the rooftops about the quality of your product, about its benefits, and about how your life is not worth living with it. But, the main concern with advertising content is that people will soon get tired of hearing that trumpet being blown.