Best Practices for Writing Landing Pages

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August 3, 2010 – Attracting clients to your website through search engine rankingsis the important first step in promoting your Internet marketing. But once you’ve got a great stream of web traffic thanks to your SEO content, what’s next? Your landing pages are the first thing your viewers will see when they get to your website and if they’re not properly written, you may be missing out on clients!

Most Web page viewers read a landing page just like they would scan any other written material. They start at the upper left, scan to the right corner, then scan diagonally down to the lower left, and back up to the top left corner again. Notice we said “scan” and not “read” – that’s because most viewers don’t really sit and READ through every word on the page!

Landing_Page_Scanning

How users scan landing pages

Following this method, your landing pages should have the most important information near the top of the page. Notice that the first pause is at the upper right corner? That’s where you need to feature your call to action, usually in the form of a “Contact Us” button/graphic or the start of the order form for your consumer guides.

Don’t jumble your landing pages with huge graphics, videos, or other distracting media. Likewise, the content on your landing pages should be short, to the point, and full of relevant keywords. The keywords bring in the viewers from organic search engine results, and the design of your landing page will entice them to stick around and explore.

When writing practice area landing pages keep the content simple and keyword-rich. You don’t need to go into great detail about the practice area – that’s what the custom content in your articles and blogs are for – you just need to provide an overview to let potential clients know they’re in the right place.

Writing copy for a landing page can be a daunting task when you’re looking to convey the right message about your firm but not distract your clients from the real purpose of their visit (to contact you!). At We Do Web Content we’ve helped countless law firms develop the content and structure for their landing pages. If your website is looking to create that great first impression on potential clients after the search engines get them in the front door, contact us today! 1-888-521-3880