In terms of copywriting, what makes up a website? For the copywriter tasked with crafting copy for a website, the type of content they create is categorical. Successful websites are a combination of landing pages, sales pages, blog posts, static articles, and timed promotional pages. Each of these requires a specific approach from planning to writing to formatting. Before you order up a blog package with the intent to use the copy on a landing page, STOP!
According to Wikipedia, “a blog…is a discussion or informational site…consisting of discrete entries [or posts].” Blogs started back in the late 1990s as various web publishing tools were introduced to the Internet. You might call them the mother of self-publishing because it is blogging platforms that handed everyone the power to create and publish whatever content they wanted to share with the world.
Since the late 1990s, the role of blogs has grown exponentially. Today, they are seen as one of the most power digital marketing tools available, and they come standard with potent benefits:
- A blog can create a steady stream of traffic from search engines.
- When properly marketed, blogging can spark social media engagement and yet another stream of traffic.
- Blogging is cost efficient, even when the copywriting is outsourced.
- Businesses that blog have an edge in establishing authority and trust, two factors that strongly impact a potential consumer’s decision to buy.
- Blogs are versatile, which means anyone from a multi-million dollar cooperation to small business or an independent author can find a way to use them to boost business.
What Are Blog Posts?
Blog posts are entries. Most blogging platforms arrange them in chronological order and allow users to add tags, categories, a featured image, and an excerpt. Each of these assists with internal organization and exterior marketing.
For example, a post’s tags are single words or phrases that best describe the contents of the post. While not the same as a keyword, they aren’t all that different either. Blog tags can be the same as your keywords or different.
On platforms like WordPress.com, the tags you choose place your post in the WordPress Reader, exposing new readers to your content. When tags are displayed in your post, search engines can also capture them in much the same manner as keywords, thus contributing to search ranking.
When writing a blog post, a copywriter takes into consideration the topic, any supplied keywords, the client’s business, and where the post will be published. If you as a client skimp on supplying this basic information, you will automatically undermine the success of your content.
Blogs are designed to be informative, educational, and engaging. They should match the voice of your brand and give reader’s valuable information without giving too much away. Think of them as a treasure map of markers leading the reader to the X.
Understanding Landing Pages
According to HubSpot, “all landing pages are web pages, but not all web pages are landing pages.” Unlike blog copy, the words smithed to a landing page have very specific intent. Most landing pages feature:
- Up to date information about a company, service, or product
- A call to action encouraging the viewer to take a specific action
- Relevant, evergreen copy
Landing pages are meant to be one of the first things a visitor sees. Much like the exterior of a brick and mortar business, these pages need to reflect what’s inside and entice visitors to open the door.
How Do Visitors Land on Landing Pages?
Visitors find themselves on a landing page thanks to a click-through. They either:
- Visit your website by typing in the URL, land on your home page, and then click through to your landing pages
- Conduct a Google search that displays one or more of your landing pages as a relevant result
- Click on a social media post leading to your home page, a specific landing page, or a blog post before clicking through to your landing pages
The Major Difference between Blogs and Landing Pages
Blogs and landing pages are both web content. The major difference between them is that blogs are often dated, long-form content designed to educate, inform, or solve a problem while landing pages are static, evergreen content made to stand the test of time and call viewers to action. A blog leads the visitor along the path marked on your map; the landing page is the end destination or X.
When ordering web content services, it is imperative to decide whether your need is for a blog or a landing page. Each is written with a different goal in mind. One of the biggest errors a business can make is ordering a blogging package and attempting to slip landing page content into it without talking to the provider.
Copywriting agencies separate blog writing and landing page copy for a reason. This is one thing you don’t want to mix and match unless you’d like copy that is less potent!