Matt Cici: Let's begin with a simple formula for creating an effective landing page. It's a formula with three steps for copywriting that you can use over and over as you write text for your landing page. Before we learn the details of all three steps, let's make sure we know why we're focusing on writing effective copy in the first place.
When you're designing a website or landing page with intention, you'll make decisions about features like images, colors, fonts, styles, and more. So why is copy such a priority on a landing page like yours? The main purpose of your community landing page is essentially to communicate and connect with another person.
And storytelling is one of the best forms of human connection, and your copy is your storyteller. Let me tell you a story. In 2018, I was designing a film festival panel that explored what the impact of sound, or the absence thereof, has on a film. Organizing this, I had the privilege of speaking with some of the world's top professionals in sound and music.
including Steve Orfield, seen here, who designed the world's quietest space, a room that's so quiet you can hear your own heartbeat. In one of our conversations, he mentioned that he had performed research on the acoustics for a new school building that he was engineering. Even though the intention of the new construction was meant for those with accessibility needs, they discovered that all people with or without accessibility needs preferred a more accessible learning environment.
Makes sense. If our environment is more accessible, we all benefit. The same is true with websites. If we lead with intention and design our websites to be accessible, we create a space everyone prefers. So when your copy is organized and concise, your landing page helps you communicate clearly. When your copy is honest and personable, your landing page helps you inspire connection with the people who resonate with your story.
And when your copy is direct and transparent, Your landing page helps you grow an engaged audience because people are able to decide for themselves if they're a good fit for your community, meaning that your landing page can help grow an engaged audience for you.