When writing landing pages, our main goals are to:
Unlike blog posts, which typically have many goals and encourage exploration, landing pages are designed with a single focus or goal, known as a call to action (or CTA, for short). They are normally more sales-oriented than blog posts. Therefore, we have to be very clear about how we’re improving the user’s life with our product.
Someone reading a landing page is usually looking to answer a specific question. That question might be broad or narrowly focused, but either way our goal is to provide answers without distraction. We don’t want to overload our audience with unnecessary information or complex ideas or phrases when we don’t have to.
At Surfshark, we generally have two different types of landing pages:
| Type | Description | SEO- oriented | Examples | | --- | --- | --- | --- | | Organic | May be short or long, with a lot of relevant information that is logically organised with prior research on the topic. Requirements are delivered by the SEO team and may differ each time. | Yes | • Windows download • Unblock websites • MacOS download | | Paid | Short & focused on selling from different angles (use cases, features, comparisons, deals, etc.) | No | • Main deal landing (most traffic goes through it, therefore CRO tests it continuously) • Campaigns (Black Friday, Christmas, etc.) |
When writing landing pages, follow the points outlined in the General guidelines below as well as in the Content Creation Checklist.
Titles should be short but not vague. Think about answering the following questions in a landing page title: What’s that potential? What will the user be able to do? What main point does it address? Does it solve any problem? All great headlines empathize with the visitor’s problem. Headlines demonstrate benefits of the product and reassures visitors that their problem can be solved.
Examples:
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