A landing page is a great way to capture attention for your marketing campaign, and it can help guide potential customers along the path to conversion. And because a landing page is designed with a single goal in mind, this is especially true if your site has a lot of content to explore. 

Is your landing page content ready to welcome visitors from your various digital marketing channels? Here are five tips to keep in mind as you write what is essentially the home base for your entire campaign. 

1. Maintain the connection.

Make sure the messaging on your landing page is a logical extension of your banner ads or social media posts. Your visitors will want a connection between where they just were and where they are now, so don’t leave them wondering if they’ve reached the right place. 

2. Be specific in your headlines and subheads.

You know that clever message you used in your ad or social post? Well, it did its job and it intrigued someone enough to make them click. So now, it’s time to be direct instead of clever. Tell your visitor what you have for them and why they should care about it. 

3. Be specific (and brief) in your copy.

Build your case quickly and convincingly. An air of confidence in your writing will reassure your visitors that clicking through to your landing page was a good decision. Focus on your offer’s benefits, not its features… after all, people care more about what you’ll do for them than how you’ll do it.

4. Call out your call to action.

To help increase conversion rates, be very clear about the one thing you want your visitor to do. Make your call to action visible, obvious, and simple to accomplish. For example, if your goal is to capture email addresses, a prominently placed form or “subscribe now” CTA button will be noticed much more quickly than a link in a sentence at the end of a paragraph. 

5. Use social proof.

Consider using customer reviews, testimonials, or other forms of social proof if they make sense in the context of your product or service. Why? Because we all feel better about doing something when we can see that others have done it and met with success. 

Of course, the messaging on your landing page should maintain the personality and voice you’ve established for your brand. Combine that with the five points above, and you’ll improve the likelihood that your landing page will deliver the results you want.