This Article was first published in landingi.com

“Content is king”. I bet that this common sentence is well known to you, especially if you already have some experience with the creation of websites. Not surprisingly, websites are created for people, not for bots. And although SEO rules are important, they are nothing without good content.

A page with excellent SEO and bad content might show up in search results in a high position, but ultimately it will not stay there for long. Again, a page where the content is fantastic but the SEO is not so much or non–existent will struggle in search results, but… after time, the content will win. The users will find the page, and the content will be shared, linked to, etc.

But what about the landing pages?

Those pages are not long-lived, the traffic and visits come from paid campaigns, and there ain’t much space for large “pieces” of content. What is important? What is not? Does it matter what we write and say? Does SEO matter at all?

Let’s try to understand how to create content for a landing page that works.

Although it would seem that all landing pages are the same or rather have the same purpose, it is not exactly true. When you read about the landing pages quite often, they oversimplify things that the landing page is all about conversion. And yes, that is true. However, how each landing page does the job may be slightly different.

Again, often, you will find the information that EVERYTHING is about the clearly shown CTA – call to action. But if that were true, all you’d need would be a CTA button. As you can imagine, things are a bit more complicated than that.

Most of the traffic to any landing page comes from paid campaigns. You can run those in many different ways and in many different “places”. Search engines, social media sites, and apps, websites that form an ads network.

You will choose different platforms to place your ads depending on your product or service and your target audience.

That means you need to know your ICP – Ideal Customer Profile. You need to know where to find them, who they are, what their needs and expectations are, and finally, how your offering fits into all that.

Since all that knowledge is reflected in your campaign, it should also be reflected on the landing page. For example, if you try to reach teenagers, it is pretty obvious that LinkedIn will not be your platform of choice. And if you wish to reach a specific audience of parents, there is a good chance that Facebook will be the place to go to.

So, you know your ICP, and you know the potential best place to find it. The next step is to prepare the ads themselves. Those will address the needs or interests of your ICP. All you need to do is to catch their interest at this point. Enough for them to click on the ad and be directed to your landing page.

And this is where the “magic” should happen. The content of the landing page will, in most cases, decide if your campaign is successful or not. Will your customers click “buy” or decide to fill up the form you prepared on your landing page?

If knowing your audience is the first step, the second one would be to precisely describe the goal of your campaign and the landing page. Are you selling a product or service? Are you educating your customers? Inviting for a webinar or a newsletter?

This goal should be clear for your visitors from the first glance on your website. But not only that. It is equally important to speak to them in “their language”. Simply put, everything they will see, browse through, and “scan” with their eyes on your page should be written in the same or at least a similar way they communicate. As you can imagine, the above-mentioned teenagers will be expecting something slightly different from the professionals you’d be addressing through LinkedIn.

But, having said that, there is one common theme for all groups. The language of benefits.

Regardless of the type of your ICP or the goal of your campaign, two constants are valid for all:

You may have noticed that I have used the expression “scan.” In most cases, a good landing page or, rather, good content on the landing page does not require a true reading. Ideally, it should be enough for a visitor to simply browse through the content, the paragraphs just looking at it.

To achieve that, we use headings and subheadings and, on many occasions, bullet points. Headings and subheadings, as well as some other tips for enhancing your page design, can be found in our post – How to enhance landing page design and why?

Pictures and photos are also an awesome way to present the benefits of the offer or potential problems that your service or product will resolve.

Photos do not require reading, and they instantly – if chosen correctly – deliver the message.

You should make the “understanding” of the landing page content and your message as easy as possible.

To give you a few examples.

Replace questions with statements. Questions do require a deeper understanding, they may require thinking – after all, the reader should give an answer to the question, even if it is a thought.

Landingi is an easy-to-use drag and drop landing page builder that helps you create high-converting landing pages in minutes. It offers a range of features such as professional-looking templates, the ability to add custom forms and scripts, and integrated A/B testing to help you optimize your pages for higher conversions. With Landingi's intuitive interface, you can easily create and customize pages to match your brand and optimize for better results.