The landing page, also called lead capture page, is extremely important for all types of web marketing campaigns. The main reason why the landing page is so significant is because it's the place where people who click on your links (whether in the organic listing or paid listing) are taken.
For legal professionals, the landing page is mostly used for Pay Per Click advertising and email marketing. This particular page has to be properly written if prospects are going to take action. Whether you have a reference, sign-up, or a transactional-based landing page, one cannot overstate the importance of great content.
Note that writing compelling landing page copy is different from writing a blog post or traditional webpage of a site. Below are several tips that will help you ensure that your landing page copy is solid and attractive for users.
1. Use the second person perspective when writing: Use ‘you’ and ‘your’ instead of ‘I’, ‘we’ and ‘our’. This helps you forge a strong connection between what you are offering and visitors to your website. It also helps you better demonstrate the value of whatever you are offering since the readers will be able to visualize how they can use the product or service and how the product/service is likely to impact their lives.
2. Emphasize on clarity: Your emphasis should be on clarity, not creativity. Be as direct as possible and avoid jargon that detracts visitors from considering the message. Use a single sentence for everything you are trying to communicate whenever possible.
3. Use language that is action-oriented: Ensure that the language used makes use of action verbs, just as is the case with call-to-action copy. Consider the blink test, which is the three seconds you get to orient Web users to a new Web page. The landing page should be such that visitors are able to see what they can do on the Web page within three seconds. Using action verbs is important because definitive instructions are more likely to be followed by visitors.
4. Use language that is value-oriented: The language you use in the content should convince visitors that the time spent filling out forms is not lost. Have a headline for every one of your landing pages. A good headline is one that explains the benefits of whatever you are offering or you are suggesting that Web users do. An example of a good heading is; “With this coupon code, you stand to get…” The heading should not only explain the features, but also the benefits. Some of the benefits may be obvious to the visitor, but point them out nevertheless.
5. Use reader-specific keywords: Most of us do keyword optimization with SEO in mind, but do not forget the actual reader when writing for keywords. The keywords in your call-to-action should align with the keywords in the important parts of your landing page (the parts where the visitors will first look to find out what you are offering).
6. Use the correct format: The sentence structure should be such that landing page copy is no longer than five lines. Break it down with headers of different sizes, parentheticals, bold text, bullets, checkmarks, and italics.
7. Proofread the landing page copy: Proofread to ensure the spelling, consistency, and grammar are on point. This is an obvious yet sometimes overlooked aspect for writing landing page copy.
Landing page optimization is often times and ongoing process of determining the copy that works best. The design of your landing pages is also critical, such as the placement of images and calls-to-action. We hope this post has been enlightening for you and your landing page optimization efforts.continue...
And looking at how many people use emails and have integrated email services into their daily lives, even the slightest fraction of its population can become a business owner’s huge market. Email marketing tactics have been devised and modified countless times because of the email’s potential to tap to a very large market. And with content marketing, the email platform has proven to be a potent partner.
Content marketing and email marketing complement each other in many ways. Both aim to generate credibility, leads, and conversions. Content marketing produces the right content to engage the right people, while email marketing reaches out to the desired market and target specific demographics and further drive the engagement between content and people who are interested in it.
Looking at the bigger picture of digital marketing, content is designed to reach out and get the people interested and hooked. On the other hand, email marketing ensures that your content reaches the right people and gets them involved in further spreading your content and encouraging them to take the actions you deem desirable. Email marketing helps you drive high quality traffic to your landing pages.
The trick in this partnership lies on how good the email contacts are. Regardless of how good your content is, if your email strategy fails to make people react positively to what you are promoting, then brace yourself for failure.
But if you employ the following tips, then you will see how content marketing and email marketing gel together and so well that your ROI figures will shoot right off the charts.
Create specific content for specific audiences. Marketing specialists always drive this point – never be too general when you are targeting certain demographics.
Make your content sociable. Whenever you post something in the Internet, make sure you fully utilize social sharing buttons. Having your content easily shareable will do wonders for your post, your site, and ultimately your business.
Send out relevant emails and make sure you send a lot. When people get the hang of your content and like it, make sure you send them more. Relevance should be shared between your content and your email. Regularly sending emails to your contacts allows is also a great practice, especially if you offer usable and significant content.
Many online business professionals have preached how the email marketing approach can be a perfect partner in any business scheme as far as online marketing is concerned. Almost all people have at least an email account which they maintain regularly and use to communicate with their peers and business colleagues. Formal, informal, business, and personal messages are now transmitted and received via email services.continue...
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