Landing pages can be a tricky business. Changing the wording in the header or switching the download button color from red to blue may increase conversions by 30 percent. It often takes trial and error to develop the right formula. In addition, you still have to track your conversion rates and make changes as needed. Regardless of the nature of the landing page, it should have some sort of story, however, this doesn’t mean that you need to write a full-length novel. However, the copy should be able to achieve the following goals.
Elicit an emotional response
The story that you tell must be engaging, interesting, and believable. Why are you telling your story? As you craft your tale, keep the purpose of the landing page in mind. Think about your target audience. Will they be able to relate to the story and appreciate the outcome? If they’re going to take out time to read the pitch, you have to make it worth their time. Offering a compelling story can speed up the sales cycle, reducing the amount of time that it takes for them to make a purchase.
Trigger pain points
Why do users reach your landing page? In most instances, they are trying to solve a problem and think that the content that you’re offering will help them. You should use the landing page to remind them why they’re there and explain how your content solve s their problem.
Offer enough information
You want to provide as much information as users need without going overboard. In general, it is better to provide too much information than not enough information. People may skip around to find the content that they need. They are less likely to search elsewhere if they can’t find what they need to know right on the landing page.
As you develop stories for your landing pages, don’t be afraid to get input from different employees. For example, your sales team may bring a unique perspective to a story that your web design team wouldn’t have put together themselves.