What's in a Landing Page?

Basically, Your Entire Business: Why good Content Developers Matter

The time has come around once again to review your monthly ROI reports with your Digital Marketing Strategist. You know just how the meeting will be handled. You’ll view slideshows and cropped snippets of the tracked numbers that somehow seem to apply to your organization. You’ll discuss in some technical terminology why this strategy seems to work consistently for your company based on industry, competition, and updated media trends. You now have to relay this message to leadership as to why you need to continue this campaign. There are numerous conversations held with your agency partner as to where KPIs stand and maintain a strong hold. At some point, you have this lingering question that weighs heavily on everyone’s mind: How do we get so much traffic to our landing page, yet few conversions? Why do I find myself spending so much budget on digital marketing content, search engine keywords, a/b testing, and social media marketing if my products aren’t even appealing to potential clients?

Excellent observation. As a former Media Account Executive, I’ve reviewed similar information and was immediately concerned for various industry clients. I’ve also researched hundreds of companies and surmised some landing pages are extremely well-developed and a great deal of innovative thought process and creative marketing went into those efforts. There are other companies, however, that don’t take the time to review what the first page of their business looks like. Just as they say in customer service, your landing page is the face of your company. Wouldn’t it make sense that the content first viewed should reflect the pride you take in your organization and business offering?

I recently came across an article published by Inc.com. This interesting piece covers several copywriting mistakes that are likely killing your numbers and could be significantly decreasing your conversion rate:

https://www.inc.com/dakota-shane/6-copywriting-mistakes-that-are-killing-your-landing-pages.html?cid=sf01001

Your target audience matters. Find common ground with your target market. Addressing your point without getting too long-winded is also ideal. Keep the audience intrigued by your story and let them feel like they’re part of the action while still making your point.

As author, Dakota Shane states, ‘The human attention span is officially less than that of a goldfish. Couple this will the obscene amount of content available to anyone with an internet connection and you're left with a harsh reality: you've got to get your point across as swiftly as you can.’

Don’t sacrifice the quality of exceptional writing! Consider the material your target audience may not even realize they should be aware of and get down to the nitty gritty.

Brookwoods Group has been supplying writers and content managers to our clients for 20 years. Our clients in industries including oil & gas, healthcare, construction, accounting & finance, manufacturing, and more are confident in our ability to provide winning solutions. Reach out to us today if you need help with your landing page content and prefer professionals whose experience in your industry as well as in the desired function necessary for your project is exemplary.