Writing landing pages might seem like a task best left to the marketing team. However, regularly revisiting and refining landing page content is one of the most effective ways to drive sales. This process doesn’t just impact marketing; it plays a pivotal role in clarifying messaging, increasing sales conversations, and ultimately improving business outcomes.
One of the most valuable outcomes of writing landing pages regularly is the clarity it brings to the overall sales strategy. When you take the time to articulate your product's value, define the target audience, and craft key messages, it forces you to distill complex ideas into clear and simple terms.
For example, after months of writing about our AI workshop, we’ve created four versions of our landing pages and are working on the fourth iteration of our pitch deck. This process has been time-consuming but incredibly rewarding. Writing down our ideas and refining them helps us dig deeper into what makes our offering unique and valuable, sharpening the message in ways that wouldn’t happen otherwise.
This isn’t just about marketing content—it’s about thinking through every aspect of the product and understanding what resonates most with the target audience. Revisiting landing pages every month ensures that messaging is constantly aligned with evolving sales goals and customer feedback, creating a sharper focus on the product’s strengths.
Another key benefit of regularly writing landing pages is the opportunity to craft memorable, effective sales phrases that stick with both the writer and the audience. When writing becomes a regular practice, it creates phrases and talking points that can be easily recalled during sales calls.
For instance, after several months of refining our messaging, we came up with two key phrases:
These phrases are more than just catchy—they anchor sales conversations. Over time, these words become part of a natural rhythm, making them easy to recall and integrate into discussions with potential clients. By consistently writing and refining landing pages, you ensure that important messaging sticks, making it easier to communicate key points during crucial sales moments.
Writing also helps reinforce important stats and figures. For example, during sales conversations, stats like "In 2023, we achieved a 92% retention rate" or "You own the code; we work within your systems and infrastructure" become critical selling points. Regular writing reinforces these numbers and phrases, ensuring they are always ready to use in conversations.
One of the biggest challenges businesses face is ensuring that their messaging is consistent across all channels. It’s easy for landing pages, pitch decks, and sales calls to develop slightly different versions of the same message, leading to confusion and reducing the effectiveness of sales efforts.
Writing landing pages every month solves this issue by providing the opportunity to refine and align messaging regularly. Whether it’s updating a landing page, revising a pitch deck, or preparing for a sales call, the goal is to ensure that the message is cohesive and clearly communicates the value of the product or service.
In our experience, working on multiple landing page versions has helped create a unified message across all of our platforms. Our core statements, such as focusing on ownership of the code and working within client systems, now appear seamlessly in all our marketing and sales materials, creating a consistent and powerful narrative.
The relationship between marketing and sales should be seamless, but too often these two functions operate independently. Marketing may generate leads with one message, while sales delivers a different message to close the deal. This disconnect can negatively impact conversion rates and customer retention.
Writing landing pages regularly helps bridge the gap between marketing and sales. Each time a new landing page is written or updated, it’s an opportunity to align messaging between these two critical functions. Clear and consistent language on a landing page should flow directly into sales conversations, ensuring potential customers experience a smooth transition from lead generation to closing the deal.
For example, our landing page for the AI workshop includes key selling points such as "You own the code" and "We work within your infrastructure." These exact phrases are used during sales calls, creating a seamless experience for potential clients. When marketing and sales messaging are aligned, it builds trust and credibility, leading to higher conversions.
Writing landing pages every month provides a valuable opportunity for continuous improvement. The first version of a landing page may not be perfect, and that’s okay. By revisiting the content regularly, you can test new headlines, calls to action, and different approaches to see what resonates best with the audience.
This iterative process is critical for refining the message over time. After several months of updating our AI workshop landing pages, we’re now on our fourth version—each one more effective than the last. This constant refinement ensures that the message stays relevant, resonant, and optimized for sales conversion.
The same principle applies to sales messaging. Like landing pages, sales pitches improve over time as they are tested and tweaked. Writing regularly helps ensure that these updates happen consistently, providing the chance to adapt to changing market needs or new customer feedback.
Writing landing pages every month is an essential task that directly contributes to sales success. It brings clarity to sales strategies, helps craft memorable messaging, ensures consistency across all communication channels, and aligns marketing with sales efforts. Most importantly, it creates the opportunity for continuous iteration and improvement, ensuring that the message remains sharp and relevant.
Whether you are refining a product launch, working on a new pitch, or simply looking to improve conversions, regular writing is a key ingredient for success. By investing time into writing and refining landing pages, you sharpen your understanding of what resonates with customers and improve your ability to communicate your value effectively.
If you'd like to share more about how we can assist with your marketing strategy, please feel free to get in touch, and we'll respond promptly!
