When it comes to landing pages, a lot of businesses are moving away from the traditional method of short-form content and into more detailed and educational long-form varieties. Many marketers are starting to realize that while short-form can be impactful, many customers want all the information they need in order to confirm their purchase.
However, as you can imagine, writing long-form content that retains its professionalism and maintains integrity throughout is a lot more challenging its short-form counterpart, but that doesn’t mean it’s impossible.
Today, we’re going to work through our quick-fire guide that details everything you need to know about writing professional and highly convertible long-form content for your landing pages.
1. Start Strong
As with any form of content on the internet, you need to start off with a strong headline. Consider that this is the first thing that every reader to your landing page is going to see, as well as the text people will see when the pages are shared via email or social media.
“Spend time crafting the perfect headline that captures your reader’s attention and draws them into wanting to read the rest of your content. This is perhaps one of the most important aspects of your content”, – shares Jess Goring, a content writer at Essayroo.
2. Implement a Subheading
Right underneath your headline, you’re going to want a catchy subheading. This is another important element to your content as compliments the headline while drawing your reader in.
3. Using Visual Media
Once the first part of your content is written, it’s a good idea to start strong by breaking the text up with visual media. The best and easiest way to do this is to include a photo. This needs to be high-quality, and again, draws in your reader’s attention.
“Video is also massively taking off and gaining popularity in the marketing world, so if you can afford to invest in video, this can be an extremely worthwhile option” explains Nick Smith, a marketer for Revieweal.
4. A Short & Powerful Intro
While a lot of customers may be interested in reading all your long-form content, you still need to cater to the people who are happy to convert after reading short-form content. To have it both ways, write a short summary that describes the best features and benefits of your product.
You can do this in 4-6 sentences, and maybe even bullet-pointed features. Keep this section short and concise for the most amount of impact.
5. Write to the Highest Quality
Since you’re writing more words and crafting more sentences, the risk for error within your text is a lot higher than short-form content. This means you need to be extra vigilant when it comes to the quality of your sales content.
If you doubt your ability to write and maintain a high-quality finish, here are some online tools to help:
- Academized / Bigassignments – These two blogs are full of copywriting guides you can follow in order to structure and format your long-form content.
- Simple Grad – Use this online to check your grammar usage and to highlight and correct any mistakes you may have made.
- UKWritings / Boomessays – These are two online editing tools to help you go through your long-form content to improve the structure and its overall readability.
- Essayroo – Use this online formatting tool to help break up your content and improve the overall structure for easy readability.
- Keyword Tool – Free service that can help you generate catchy and engaging keywords and subheadings for your articles, as well as improving SEO.
6. Hit that Call to Action (CTA)
After your summary, include a call to action. Many readers by this point after reading your summary and seeing your photos and videos will be happy to convert, so make sure you give them the option to do so easily.
You’ll also want to include a CTA at the end of your long-form content, or perhaps even in a sidebar that scrolls down as the reader scrolls through your content, giving them to option to convert whenever they’re ready.
7. The Bulk of Your Content
Once all of the above is out the way, it’s time to head into the bulk of your content. You can do this however you like, but the simplest way is to bullet-point out your features and then describe the benefits that each one provides, adding a photo to back up each point.
This is a great way to cover everything and a nicely laid out way that customers can read the bits they’re interested in. It’s also highly recommended that you include social proof, testimonials and reviews on your product to implement a sense of trust with your potential leads.
As you can see, writing long-form content doesn’t have to be as difficult or as challenging as it may first appear. By being organized, planning ahead and putting your customers and their attention spans first, you can easily generate highly effective content that boosts your conversion rates no end.
Freddie Tubbs is a content marketing strategist at Oxessays. He also works as a part time content writer and editor at Australian help and contributes articles and guides to the Vault and Writemyaustralia blogs.