Tips for Writing your WordPress Site Care Landing Page

When building a landing page, we WordPress professionals have become pretty good at designing and developing the landing page.

And, with the emergence of products such as Beaver Builder and Thrive Landing Pages, as well as third party platforms such as LeadPages and Unbounce, we can build very robust pages in a fraction of the time we may have a few years ago. Additionally, we have a lot of great examples of good landing pages to follow.

Unbounce has created a fantastic do-it-yourself course that can help you identify key elements of a landing page.

Landing pages consist of various elements including layout, calls to actions, headings, and subheadings. This article will discuss various elements of copywriting for your WordPress site care business landing page.

Your landing page Copy Stack

To create your landing page, you will need to gather your info, or, as it were, create your landing page copywriting stack.

I highly recommend going through Unbounce’s free Landing Page course. Nevertheless, the one lesson I want to focus on for our purposes is Part Five which is on the copywriting lesson.

In this lesson, the experts reveal eight “building blocks” for the anatomy of a landing page,

If you look at a typical landing page, you’ll see it’s mostly made up of text. It’s of paramount importance that you take the time to get it right. If you remember back to The Anatomy of a Landing Page, there are a number of building blocks you need copy for:

1. The headline
2. The subheader
3. Introductory paragraph
4. Benefits/feature bullet points
5. The form header
6. Call-to-action copy
7. Privacy statements
8. Testimonials (though you don’t write these, they’re part of your copy)

So, as we go through our list of items needed, much of this is based on Part Five Unbounce’s course.

Things you will need include in your landing page copy stack:

• Benefits/Features
• Value Prop or USP
• Testimonials / social proof
• Headlines/Subheadlines
• Call to Actions
• Target Audience

Benefits/Features

One of the things you always need when constructing copywriting are the benefits and the features. One of the best ways to do this is to build a list of all the features of your product.

Once you have your list, in another column, turn those features into real world benefits. Persuasion copywriter Henneke Duistermaat explains that you can use the “So what” technique to arrive at your benefits.

For example, one of your features is Done for your updates. So what? It saves your client time. How does that translate? You aren’t just saving them time, you are saving them money. They can spend that time bringing in new business.

Maybe a feature is you monitor security. So what? Well, you give them peace of mind. What is peace of mind worth?

You will need your features and benefits, both, to help persuade your client.

Unique Selling Proposition

When I am talking about a unique selling proposition, I am talking about what makes your service or product unique. There is no need to get bogged down with this. Basically, you are putting together the answer to three questions:

• Who am I?
• What do I do?
• Who do I do it for?

If you can answer these three questions, in specificity, you have a USP for your WordPress site care service.

Example: We are a WordPress company providing stellar support and managed updates for small businesses in the Bay area.

Who are you? What is your target audience and what is your specialty?

Got it? Good.

Social Proof

This is a crucial area of your landing page. Here you provide proof from the realm of the social world that you are worth the price of admission.

There are a couple ways to capture social proof. First, you can ask for it from clients that really appreciate what you do for them. If someone made a comment to you personally or in an email, respond by asking if you can use that comment or ask them to expand on that for a testimonial. Chances are real good they will say, “yes!”

Another way you can capture social proof is when someone seems your praises on social media. Yep, you can include that too. And, since WordPress plays nice with most social media platforms, often, you can simply embed the comment right into your landing page. Then, people can click on said praise to see that it is totally true.

Headlines/Subheadlines

As much as we hate to know this, headlines are incredibly important, way more than we really want them to be. However, the truth is that people will fail to read the rest of your copy if your headline fails to engage. Therefore, it isn’t too much to take extra time to spend on headlines and subheadlines.

Copywriters love to quote David Ogilvy. Ogilvy is the inspiration for Don Draper in the series Mad Men. He is the father of advertising. One of his famous quotes on headlines says,

On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.

Let that soak in just a bit.

You gotta hook your audience.

In the Landing Page Course, Joanna Wiebe helps with three headline formula examples.

Here is one of those formulas:

Formula 1

The Only Way to [Do Something Desirable] Without [Doing Something Undesirable]

Example

The Only Way to Turn Off the Lights Without Clapping or Getting Out of Bed

You may not become a headline expert while writing your landing page, but take the time to consider what you are saying. Alway include your benefit in the headline.

Need some headline help? Check out these articles.

9 Proven Headline Formulas That Sell Like Crazy

47 Headline Examples: Steal These Nifty Formulas From Popular Blogs

7 Proven Headline Formulas That Convert (And why they work)

Calls to Action

You are writing a landing page, after all, so you need a call to action. Peep Laja, the founder of CXL, has some really nice info on calls to action in his article What to Call Your Call to Action. Always remember, however, that you have to ask for the sell on a landing page like you do in person. I like what Duistermaat says when she says, “Stop pussyfooting around.”

She adds, “But a subtle call-to-action gives people an excuse not to do as you ask. Starting a call-to-action with if, is the best way to give people an excuse. Be bossy and tell people exactly what you expect them to do.” Don’t suggest action, command action.

Target Audience

As with any piece of copywriting, the target audience is something that you should know.

Now, most people go into all sorts of information to define their target audience, and, while I am not against all that, I prefer it to be a little more simple.

Let me tell you a story.

Gary Halbert was one of the foremost authorities on direct marketing and copywriting.

When he taught a class, he always used to ask his students the one advantage they would love to have in a competing hamburger stand business. The students gave various responses based on features such as superior meat, better buns, or lowest prices. Halbert, of course, entertained their ideas.

What was the advantage Halbert would want? It was simple. A starving crowd.

Find your starving crowd? That is your target audience.

Examples of WordPress Site Care Landing Pages

Below, we are going to look at four examples of a WordPress site care landing page. As you will see, each company has many of the elements of a good landing page.

Your mission, should you choose to accept it, is to analyze each page to see if they have all of the building blocks from the landing page course.

Barrel Roll

WP Corner Shop

MakemySiteSafe

WP Geni

 

Conclusion

It is easy to think about a landing page in terms of design and code, but the copy is an area that often gets overlooked. To build a well-rounded page, you need to have all of the elements of

Did you evaluate the three landing pages? Did you see all of the copywriting building blocks or just some of them?

For the record, I liked the FAQ sections. What did you like about these pages?