Landing page: effective copywriting in action

Landing page (llanding) is the most striking example of direct marketing that "beats" on the buyer's consciousness with proven facts and benefits from the commission of a specific action:

1. Purchase of goods or services.
2. Referring to the link for a detailed review of the site (product).
3. Subscriptions for updates and news by e-mail.
4. Recommendations of the site (product) to other users.
5. Commenting or providing feedback.

The conversion that measures the efficiency of the landing is the ratio between the clicks on the main button and the number of unique visitors, and is also the goal of the landing page - the conversion of the casual guest into a buyer (subscriber, reader, commentator).

Creation of a landing page begins with the search for a unique trade offer (TSS) - a characteristic that distinguishes a particular product (service, site) from other similar ones. When formulating it, it is necessary:

1. To build on the needs of the target audience.
2. To speak the language of benefits, not characteristics.
3. Proceed from a qualitatively expressed premise - a fact known to all, which acts as a reference point for all reasoning.

USP is supported by a value guide. It can be a low price or a discount, a free bonus, a long-term or immediate benefit, a comparison with an already known and effective product.

UTP is the basis for writing all the content of the Landing. The first part, located at the top of the page, includes:

1. An attractive title, which in 2-4 seconds convinces the user that he went to the address.
2. A tempting subtitle that fuels interest and makes a person read the content further.

The second part of the content, dedicated to the uniqueness of the product, is built on the benefits of the visitor. It is necessary to choose 3-5 main advantages that act on the "pain points" of a person: a quick solution to the problem, a benefit that meets the expectations of the target audience. Using bulleted lists, videos and infographics contributes to the visibility and effectiveness of the landing.

The call to action is what the landing page directs, so it is necessary to start from it when you merge content and design. When developing a button or window that meets the goal of lending, one should be guided by simplicity and accessibility:

1. A clear message ("Register now", "Subscribe").
2. Bright colors that attract attention.
3. The location is at the top of the page.

The landing page should include strong evidence that the proposed product does have an effect. Using statistics in numbers, customer and user reviews, and well-known names or organization names will help to build trust.

The final text of the lending should dissipate the last fears and doubts of the person on whom the landing page is oriented. Example of guarantee: the possibility of returning goods and paid money, payment after receipt, confidentiality of the input data.