(Re)Learning Content Strategy from Landing Pages

If you ever written content for a landing page, especially one which has an obvious measure of success or failure, like a sign-up or download, then you’ve probably been through one of the most challenging (if not frustrating) experiences of a writer/content strategist.

I work with landing pages on almost a daily basis. These are mainly pages on which visitors have landed after being directed there by a PPC (pay per click) campaign. We measure results based on a visitor downloading a trial version of our products.

When I took over content and campaign management, I inherited a legacy of keywords, ads, and landing pages that had been created over a period of three years. I’m going to put down individual posts regarding my experiences, frustrations and learnings gained while working with these pages.