You want to create a landing page that will persuade your visitors to convert into leads, but you need to know where to start.
There are so many elements to consider! What do you need to include in your landing page copy? How can you make sure that your copy is attention-grabbing and persuasive?
This guide offers ten tips for writing compelling landing page copy. From developing a unique value proposition to formatting your content for web skimmers, these tips will help you create a landing page that converts.
What is landing page copy?
Landing page copy is a powerful tool for capturing the attention of potential customers and persuading them to take action. It is a specialised form of website copy tailored specifically to one service you offer to one ideal type of ideal client. Landing page copy focuses on delivering a convincing first impression and conveying the value of a company’s product or service. It reflects the customer’s stage of awareness as they may be unaware of this service. The main elements of landing page copy include a headline, description copy and a call-to-action (CTA). Crafting great copy helps to build your brand, foster trust and convince customers to take action. Landing page copy should be an ongoing process, always seeking new ways to improve and capture the attention of potential customers.
How to write landing page copy that converts
What is the Rule of One?
The Rule of One is a framework that helps you create powerful, high-converting copy for a landing page. It states that your copywriting should target one reader with one problem, make one promise and offer one offer. This helps simplify the process of writing a landing page, giving you a starting point.
Instead of having to figure out what to put on a page, the Rule of One gives you a structure to follow.
The One Reader tells you who you are targeting and what they care about, while the One Problem gives you a hook to draw the reader in. The One Promise and One Offer tell you what changes you are promising to make and what you are offering to your reader. All of these pieces help you create an effective, high-converting landing page.
Additionally, having just one call-to-action helps to keep the reader focused and increases the likelihood of them taking action.
The Rule of One is useful for creating powerful, persuasive copy and optimising landing page conversions.
Develop a unique and clear value proposition
Developing a unique and clear value proposition is essential for creating compelling landing page copy that converts. A value proposition is a statement that sets your business apart from its competitors and highlights the unique benefits and advantages of your product or service.
By including a value proposition in the headline and sub-header, customers will understand why they should choose you over others. Furthermore, the value proposition should be framed in a way that puts the customer’s needs first, so they can immediately recognise the benefits of your service.
Crafting a value proposition that is easy to understand and that resonates with the customer’s needs, the landing page can be optimised to convert more customers.
Write Attention-Grabbing Headlines
Do you need help writing headlines that draw the attention of your prospective customers? Don’t worry! Here are some proven methods to help you create the most captivating and compelling headlines for your landing page.
Follow these simple steps to quickly craft great headlines that will draw in readers and increase your conversions:
Step 1: Start by brainstorming keywords. Look online for inspiration or look up your competitors’ landing pages to get ideas.
Step 2: Ask yourself what your visitors’ pain points are, and then craft a headline that speaks to those.
Step 3: Make sure your headline is concise, easy to understand, and focused on one specific thing that you want to offer.
Step 4: Create a sense of curiosity and excitement in your headline so your visitors will be driven to click on the call-to-action button.
Step 5: Proofread and test the headline to ensure it’s doing its job.
If you’re still unsure, check out my 20 Free Headline Templates here.
Craft Persuasive Body Copy
Writing persuasive body copy for a landing page can significantly impact your conversion rates.
To craft compelling copy, you must understand your target audience, plan an effective information hierarchy, and create attention-grabbing headlines. Once you have the structure in place, your body copy should focus on the benefits of your product or services and prioritise the needs of your audience.
Additionally, incorporating social proof and customer testimonials can be powerful tools to amplify your message and build trust with potential customers. Finally, ensure that your call to action is clear and visible. By following these steps, your persuasive body copy can help drive conversions and positively impact your bottom line.
Write like you talk (conversational copy)
Conversational copy can make your landing page copy more effective and convert more leads. Instead of using stuffy words, use words that are natural and familiar. Read your copy out loud to see if it sounds like you’re having a casual conversation.
In addition, feel free to break grammar rules if the writing sounds natural. People prefer to connect with other people and not with robots, so make sure your copy sounds like a human being wrote it. Write in the second-person point of view, use everyday words, keep sentences short and to the point, be funny, and sprinkle in expressions you would use in a normal conversation.
Remember, most people read at a seventh or eighth-grade level, so don’t try to sound overly complex. Keeping it simple and conversational is critical to making sure your copy converts.
Infuse your copywriting with your customers’ words
Writing effective landing page copy that converts can be daunting. However, there is an easy way to ensure that your copy resonates with your ideal customer while conveying the value of your product or service: use their language. Here are the steps to follow:
- Interview Your Customers: Set up interviews with your current customers, lost leads, and dissatisfied customers to learn what language they use and how they talk about the problems you solve.
- Scour Online Reviews: Read your online reviews and look for words and phrases that come up often. These can give you an idea of your customer’s language and terminology.
- Interview Your Employees: Talk to your sales team, customer service reps, account managers, and support team to understand the language your customers use.
- Get Social: Look for conversations your customers are having on social media, such as LinkedIn, Reddit, Quora, Instagram, and TikTok. Observe the language and terminology they use to describe the pain points you can solve.
By using the language your customers use in your landing page copy, you’re more likely to connect with them and show them the value of your offer. Don’t forget to include words and phrases that urge the reader to take action, too, like “sign up today” or “try it for free now”.
Emphasise benefits over features
By emphasising benefits over features when writing landing page copy, businesses can better communicate the value of their product or service to their customers. Benefits emphasise the outcomes that customers will receive, while features are the inputs that produce those outcomes. This helps customers visualise how the product or service can improve their lives and make them understand that the business understands their needs and wants. Furthermore, a dedicated features and benefits section can reinforce the core benefits, allowing customers to understand the inputs and their relation to the outcomes. Ultimately, emphasising benefits over features in landing page copy will help to convince customers that the product or service is precisely what they need.
Format your copy for web skimmers
Formatting copy for web skimmers can significantly improve its conversion rate by providing users with an easier way to consume and understand the content. By using one-sentence ideas, leveraging a visual hierarchy in terms of font sizes, weights, and colours, using bullet points and being consistent with copy styles, readers can quickly understand the landing page’s message. Additionally, visitors are more likely to be interested in a big, strong, clear headline and a subheadline that pushes the product’s benefits. It is also important to use short sentences and paragraphs to make the copy more inviting. By following these tips, web skimmers will be more likely to convert.
Find Social Proof That Resonates
Finding social proof that resonates with your landing page copy can be a great way to build trust with your visitors. To start, think about who your prospects can relate to or could reasonably hope to be like in the near future. Be sure to select quotes that accurately reflect the benefit of your offer and back up your headline and body copy claims.
You can find social proof in many places, including social media and review platforms, customer feedback surveys, and customer success or sales teams. To ensure authenticity, ensure the quotes you include describe real-life use cases of your offer with natural, everyday language.
By leveraging relevant and genuine social proof, you can show your visitors that others trust you and have already benefited from your offer. This is an effective way to build trust and encourage conversions on your page.
Convert with a Call to Action
A call to action (CTA) is a critical element of a landing page that helps to drive conversions. It should be placed in a prominent location, like above the fold, to ensure visitors are aware of it. The CTA should be written with the visitor’s perspective in mind, as it should frame the message around what they want and need from you. It should also be specific, consistent with the rest of the page’s messaging, straightforward, and action-oriented to motivate visitors to take action. Finally, it should use value-oriented language that conveys the benefit of clicking the CTA rather than action-oriented language that only focuses on the action required. A strong and simple call to action can encourage visitors to take action and help convert your landing page copy.
5 Landing Page Copy Mistakes to Avoid
The top five landing page copy mistakes to avoid are:
- Poor spelling and grammar – Can make your business look untrustworthy and make customers question the quality of your product or service.
- Missing typos – This can give off the same impression as above.
- Using the wrong word form – Incorrect word forms can distract readers and make your message difficult to understand.
- Improper punctuation and capitalisation – Can signal incompetence and create confusion.
- Not considering the market’s maturity and customer awareness stage – Can make it challenging to communicate your message to a wide audience. It’s essential to understand the level of knowledge and interest in your product from each visitor before writing copy.
To limit mistakes, always have someone proofread your copy before you publish it, or consider hiring a professional copywriter to write it for you.
Developing a solid value proposition is the foundation of an effective landing page. But several other factors can make or break your conversion rates.
By following the tips in this guide, you can write landing page copy that is both informative and persuasive.
However, if you prefer to have your next landing page written by a pro, book an informal chat with me here, I’d love to learn more about your business goals and if I can help you smash them!
As a content and copywriter, helping businesses attract and nurture their ideal clients to grow their sales is what lights me up. Drop me a message today if you need help identifying your perfect client, messaging, or communicating your offer.
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