Landing Page Writing Workflow

Create a brief that outlines the goals of the page – 1 hour

  1. Key messaging for the copywriter
  2. Brand guidelines for the designer
  3. Technical specs for your developer (if you’re hand-coding)
  4. Research and plan your message
  5. Get relevant keywords from your SEO manager

Write copy for your landing page – 2 hour

  1. A headline or title that captures attention
  2. A sub-heading that describe what’s uniquely desirable about the offering.
  3. A single call-to-action
  4. A hero shot – Match the message of the call to action that drove visitors. Describe what’s uniquely desirable about your offering.
  5. Body copy highlighting your features, benefits, results, and outcomes
  6. Add Social proof (e.g. testimonials & reviews, embedded tweets, Facebook likes, etc)
  7. CTA button to get people to click. Try replacing weak verbs like “Submit” with an actionable phrase like “Send me my free PDF!” .

Edit for greater seduction – 1 hour

  1. Check whether you’ve listed all the key benefits and whether you’ve overcome the main objections to your main call to action.
  2. Make your claims more specific to increase credibility.
  3. Replace jargon with everyday words. Remember your research phase? Use the same words your customers use.
  4. Shorten your sentences to make your text more readable. Don’t worry about starting a sentence with And or But.
  5. Tighten your text. Words like actually and really are unnecessary.
  6. Do check for Grammarly, plagiarism, and keyword stuffing
  7. Read your copy out loud. Re-write the parts where you stumble over your words or where you sound sleazy.

Send it to your CEO or team leader for approval – 1 hour

  1. Send the landing page content to the CEO or team lead before testing or publishing for review and approval.
  2. Make any changes that are suggested by him/her.

Test & publish your landing page copy – 30 min

  1. Do your headline and subhead join the conversation already going on in your reader’s mind?
  2. Does your call to action spell out the logical next step for your visitors?
  3. Have you given visitors enough information to take action?
  4. Have you overcome the right objections that prevent people from taking action?
  5. Have you instilled enough confidence to take action?

Landing page split testing – 10 min

  1. Send it to your designer to create a mock-up and publish it
  2. Work with graphic design for any content modifications

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