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Copywriting and Web Design Fundamentals: How to Create a Landing Page that Works


Copywriting and Web Design Fundamentals: How to Create a Landing Page that Works

Kevin Lim

Landing pages are one of the most important elements of a website. A landing page is basically a single page with a specific purpose – to get visitors to complete an action. Whether it is to purchase a product, subscribe to a newsletter, or download a programme, the landing page focuses on one simple message and promotes the desired action by explaining the benefits.

This means that the design of the landing page needs to support this and not detract from its objective. Both the web design and the copywriting need to reflect this. Here are some things to consider when creating a landing page.

1.     Include the most relevant keyword in your heading. The heading is the first thing the reader sees and you want a connection with the reader straight off. That means you need to get straight to the point and be specific in your message. What is it that you are promising your reader from visiting your landing page? Include that in the heading. This isn't just copywriting 101, this is SEO copywriting 101. 

2.     Follow up your heading with a subheading that elaborates what you promised.

3.     Make sure your landing page sticks to that one focus. Don’t include links to other sections, or any other element that may distract the reader from performing that one objective of your landing page.

4.     Highlight the value and benefits of what you are offering to convince your readers further to take action.

5.     Use the personal pronoun ‘you’ in your copy. Write to your readers as if you are speaking directly to them and not to an impersonal mass.

6.     Use bullet points and numbered lists. Highlight the benefits of your product or service neatly so it is accessible to your reader. 

7.     Make sure that the text and the images work together to fulfill the aim of your landing page.

8.     Provide a few testimonials. It provides proof that someone else has tried your product or service and found it successful.

9.     Include a call to action button. In fact, provide two so the readers can click without the hassle of scrolling – one above and below the fold.

10.  If you need to get information about your customers, be selective and only ask for what you need.

Would you like more tips on copywriting, web design and working with a Singapore freelance copywriter? Just drop us a note and we'll get back to you. In the meantime, good luck with your landing page!


*Image credit: Daria Nepriakhina
*Singapore Freelance Copywriter is a subsidiary of Squeeze Creatives