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Craft the Perfect Long-Form Content for Your Landing Pages

September 25, 2018

long form landing page

How to Effortlessly Craft the Perfect Long-Form Content for Your Landing Pages

Long-form landing pages are rapidly increasing in popularity all over the internet and in all industries. While short-form content can be effective, sometimes it’s not enough to accurately and convincingly market a product; and so long-form provides the answer.

This gives you more opportunities to provide more information to your customers, and the more they know, the more likely they are to buy. However, with more words and images, resulting in more content, planning, organizing and delivering content can be easier said than done.

Today, we’re going to explore eight different factors you need to know about organizing and writing the long-form content for your landing pages, detailing everything you need to know to get it right the first time. Ultimately, this should result in a huge increase in your conversion rates, and ultimately your profits.

#1 – Grabbing the Readers Attention (Headlines)

As with any form of online content, the first and foremost element you’ll want to think about is the headline of your page. This is the first thing your reader will see and will be the make-or-break element that decides whether they’re going to stick around and invest their time in what you’ve got to offer.

With this in mind, you’ll need to make this opportunity count. Not only do you need to get creative with the content aspect of your headline, but you’ll also need to ensure it stands out. Be sure the headline is bolder and physically larger than any other text in your long-form page.

To help make it stand out, you may want to keep the headline clear from anything else, so don’t be afraid to implement negative space in this area. In some cases, the headline alone can be enough to help some potential leads convert. For others, the headline should attract the lead enough to make them want to read on.

Don’t forget a catchy subheading.

catchy headline for landing page

#2 – Capture Your Lead’s Imagination

Imagery is one of the most powerful forms of online content. After all, a picture speaks a thousand words. Not only will you need to include an eye-catching image at the top with your headline, but you’ll also want to use imagery to break up your long-form text, so the reader isn’t put off by walls of words.

However, while you may have the perfect imagery for your landing page in mind, it’s important that you test multiple varieties to see which one works best. A/B testing is perfect for this; especially when it comes to image placement.

“Another popular form of imagery comes in the form of video. If you’re planning to use video within your long-form content (which is a great idea), be sure to test placement to ensure it’s working to its highest potential”, – says Penny Evans, a marketer for UKTopWriters.

#3 – Word to the Wise

Now that your long-form landing page is coming together, we can start thinking about the copy itself. Bear in mind that although we’re talking about long-form content, that doesn’t necessarily mean you’re going to want to use a lot of text.

Internet users are bored easily, and they have short attention spans. If you’re confronting them with blocks of copy, you can bet your bottom dollar they’re not going to read it all; especially when you’re starting out your content.

landing page boring

“At the top of your page, use a maximum of six sentences to describe your product and sell your reader the benefits. You can do this in a bullet-pointed list, or with short paragraphs; whatever works best for you”, – shares Abbie Codling, a content writer at EliteAssignmentHelp.

#4 – Demanding Action

Okay, you don’t have to demand your leads by your products, but the importance of calls to action can never be understated. Ideally, you’re going to want to place your call to action as early on in your content as possible in order for everybody to see it and engage with it.

There are always going to be users who will be happy to convert early, so you need to give them the opportunity to do so. Mixed with your concise six sentences of text, others will be happily persuaded.

#5 – Getting the Opinions of Others

If you’ve ever bought anything on Amazon, the chances are you’ve read the reviews first, or simply based your purchase off the user star ranking system. Social proof is a powerful marketing tool, and your landing page such be implementing it powerfully.

It’s all well and good trying to market your product, but if users have no reason to trust you or what you’re saying, you’re fighting a losing battle. Include reviews of your products from past customers, and you’ll see a near-instant increase in your conversion rate since this conveys trust in your company and products.

#6 – Getting Down and Dirty

dirty details landing page

…with the details. By this point, we’ve covered a lot of important information, but now you have the chance to dive into the depth of your product. This is the final part of the content you’ll want to write about to convert any last leads who are unsure of whether they want to make a purchase and first want to be educated.

When you’re writing this bit, it’s easy to list the features of your content, but it’s far more important to sell the benefits. Of course, that doesn’t mean you should include specs, but you need to have your customer visualize the product and believe what it can bring into their lives.

For example, if you’re selling a television, nobody really cares how many pixels the screen has, or what make and model the sound system is. What they do care about is how high-definition and life-like the picture quality is, and how entertaining and enriching the sound quality is going to be.

For this section, you can theoretically go on for as along as you want, but it’s important to remember that you don’t want your readers to get bored. Be sure to break up your content with subheadings, images, videos, page breaks, and other forms of visual content.

Finish off with another call to action.

#7 – Word for Word Perfection

Before we jump into the main bulk of your content, it’s important to remember that your content needs to be written and finalized in the highest possible quality. This means no errors, mistakes or typos, otherwise you’re going to scare your customers away.

If you doubt your writing skills, here are some online tools to help:

  • Via Writing / Big Assignments – Use this online copywriting guides to help you structure and word your content throughout the writing process.
  • StateofWriting – Use these two online blogs for the most up-to-date grammar tips and to check your grammatical accuracy.
  • UK Writings / Boom Essays – These are two professional services to help you edit the structure and format of your long-form content.
  • Academ advisor – As reviewed by Bestaustralianwriters, use this online tool to proofread your content for professionalism.
  • Essay Roo / Academized – These are two online services full of guides and advice on how to properly format your content for the best results.
  • My Writing Way / Study demic – These two simple services can help you generate catch keywords and subheadings for your content.

#8 – Test and Refine

Once you’re happy with your final version of the long-form content, you’re ready to publish. However, with landing pages like this, your work is never really finished. You should always tweak, A/B test and experiment with what works and what doesn’t work.

This can change depending on the market, the industry, your reviews, and the trends going on at the time. For example, if you’re selling sports equipment, it might be a good idea to edit your landing page content to suit any major events taking place throughout the world.

Conclusion

As you can see, writing long-form content for your landing page doesn’t have to be as daunting as it may first appear. Remember to be organized and planned with your approach, and you’ll soon realize you have nothing to worry about! Now sit back and enjoy your increased conversion rate!

About the author

Freddie Tubbs is a marketing strategist at Paperfellows. He regularly takes part in marketing webinars and conferences, and contributes article to Oxessays and Australian help blogs.


Tags: landing page content long form content long form landing page long-form sales page sales page


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