As with most other forms of online marketing - and indeed, marketing in general - there's no one-size-fits-all solution when it comes to deciding what to put on your landing pages. You will need to carefully consider the following points before settling on your content:
In other words, who do you want to sell your products or services to? In keeping with the concept of ensuring all of your website content is as useful as possible, you will need to think about the kind of information potential customers will be searching for before they make a purchase.
Every landing page should have a call to action - something that persuades the reader to move on to the next stage of the buying process and makes it easy for them to do so. Depending on the nature of your business and/or website, this could be anything from a button that lets the customer buy a product from your online shop to a link to your contact page so they can get in touch with any questions.
The content on your landing page should naturally lead to this call to action, outlining all the reasons why they should buy your product or get in touch with you before presenting the reader with the button or link that lets them do so.
Landing pages are a key part of any search engine optimisation strategy. Keyword research is important to ensure your content is well optimised with the relevant terms so your target audience can easily find what they are looking for via search engines.
While keywords should not dictate the content of a landing page, it is worth bearing them in mind when planning your pages so they can occur naturally in the text, rather than having to insert them in awkward places after you've written the content.
As you can see, the above points ensure you tailor your landing page content to the needs of your customers. As well as resulting in useful content, this also means your pages will be unique to you - a major plus when it comes to differentiating your brand and fulfilling Google's strict requirements for quality content.
Still struggling to identify exactly what should go on your landing pages? These industry-specific examples might help...
These are effectively landing pages if you're looking to optimise your ecommerce site to attract those searching for specific items on search engines. The key thing to remember is that online shoppers will need as much information as possible - including good-quality images - to make up for the fact that they cannot view the product in person.
Consider creating useful content for top-level category pages as well as for individual goods, and try to avoid using generic descriptions provided by the manufacturer, as other sites selling the same items may also use these, thus making your content less unique.
Not everyone knows what they should be looking for when choosing, say, a washing machine or a cooker. A helpful guide to buying specific items is likely to be viewed favourably by the confused customer, and will enable them to make a better-informed decision when it comes to their purchase.
If you sell flights or holidays, providing detailed information about specific destinations can help turn prospective customers into customers by outlining the attractions they can see and the things they can do.
Practical information such as how to get to the destination from the airport, average costs for things such as food and transport, the local currency and average temperatures can also be helpful.
Consumers searching for guided tours will want to know exactly what's included in the price. Give as much information as possible on what they will be doing on each day of the tour to allow them to make an informed decision.
Potential calls to action: book now, request a brochure/more info, contact us for more details
Explain what you offer, how it works and why businesses should choose you over the competition - e.g. if your unique selling point is the fact you let clients trial your service before committing to a contract, mention this early on - in as succinct and direct a way as possible.
Corporate buyers often have a set budget to stick to and this can be the deciding factor for some, so if you don't offer pricing information on your website, make it clear how they can find out how much your product or service costs.
Case studies can be a great way to explain the benefits of your offerings, while hard stats are also good when it comes to evidence of the effectiveness of your product or service. Link to customer testimonials if you have any available on your website (and if you don't, make them available!).
Potential calls to action: place your order, contact us for more information, request a callback, request price list
These are only examples; there are many more ideas for great landing page content in any industry if you give enough thought to the aims of both your business and your customers.