Driving traffic to your website is just the initial step – the real success lies in converting those visitors into customers or leads.
This is where landing pages play an important role. Unlike other pages on your site, such as a homepage that introduces your business or the blog section that educates and nurtures readers, landing pages serve a singular purpose: to persuade users to take a specific action.
The primary objective of a landing page is to compel visitors to convert, whether it’s making a purchase, signing up for a newsletter, or any other desired outcome. To ensure that your landing page effectively fulfills this role, the copywriting on the page becomes a critical factor.
In This blog post we will guide you through the art of crafting compelling landing page copy that inspires your website visitors to take the intended action, maximizing your conversion rates and achieving your marketing goals.
Copywriting Tips on How To Write Landing Page
Crafting persuasive copy for a landing page may seem intimidating, but it’s a skill that can be mastered by following a set of proven strategies. Many seasoned landing page copywriters swear by these tips, and applying them can significantly enhance the effectiveness of your landing pages.
Unlocking the Secrets: Copywriting Tips for Compelling Landing Pages:
1: Craft a Striking Headline
The headline on a landing page is the first and most prominent text that visitors encounter. It’s a large, often bold statement that immediately grabs the reader’s attention. You might refer to it as a header, title, or H1 tag. This headline sets the tone and provides an initial glimpse into what your business offers. If crafted effectively, it can captivate the reader and entice them to explore further. However, if it fails to pique their interest, they may leave the page without delving deeper.
When crafting landing page copy, your headline should succinctly convey the essence of your business or the value proposition you’re offering. A well-written headline gives visitors a clear idea of what they can expect from your product or service.
For example, Think with Google employs an alliterative headline: “Insights. Ideas. Inspirations.” This concise statement directly and cleverly encapsulates the three core elements that users can expect to find on the platform.
Another effective approach is to leverage the familiarity and prestige of well-known brands. Queue-it, a virtual queue management solution, does this masterfully by prominently featuring recognizable brands that utilize their product in the headline, subtly reinforcing the credibility and value proposition of their offering.
2. Align Subheadings Appropriately
While your main headline should capture attention and spark interest, your subheadings play a crucial role in providing clarity and reinforcing the key details of your offering. Subheadings should complement and build upon the overarching message conveyed by the headline.
If your headline takes a more creative or intriguing approach, your subheadings can offer a counterbalance by presenting the practical aspects and tangible benefits in a straightforward manner. This balance ensures that your visitors not only find your copy engaging but also clearly understand the value proposition you’re presenting.
Discord’s landing page for its Nitro subscription service exemplifies this principle effectively. While the headline is simple and succinct, the subheading immediately highlights the key advantages: “Upgrade your emoji, personalize your profile, share and so much more.” This approach provides visitors with a clear understanding of the benefits they can expect, complementing the headline’s brevity with valuable details.
3. Simplify and Structure for Readability
It’s Hard to understand that a landing page serves a different purpose than a blog post or article. While blogs are designed to inform and engage readers with in-depth content, landing pages are primarily focused on driving conversions. As such, bombarding visitors with dense blocks of text can quickly overwhelm and discourage them from taking the desired action.
The key to effective landing page copywriting lies in simplifying the content and structuring it in a way that promotes readability and facilitates easy scanning. Break down your messaging into concise, digestible sections, and use formatting techniques like bullet points, short paragraphs, and clear subheadings to guide the reader’s eye and maintain their attention.
Shopify’s pricing page exemplifies this approach beautifully. They present a section that allows visitors to compare different plans at a glance, providing a clear overview of the options. For those seeking more detailed information, they can easily toggle the “+ Full list of features” button to access additional details without being overwhelmed by excessive text upfront.
4. Optimize for Search Engines
While landing pages are commonly utilized in paid advertising campaigns, they also possess the potential to attract organic traffic from search engines. To capitalize on this opportunity, it’s essential to optimize your landing page copy for relevant keywords and phrases that your targetted audience is likely to use when searching online.
The key lies in identifying the specific terms and queries that your ideal customers are entering into search engines. Once you’ve identified these keywords, strategically incorporate them throughout your landing page copy, ensuring their presence in both the headline and the body text.
Bitly’s landing page for their QR Code product exemplifies this approach effectively. The primary keyword “QR code” is naturally integrated twice in the heading and once in the subheading, ensuring that the page is optimized for users searching for this specific product or service.
By seamlessly weaving in relevant keywords, you not only increase the likelihood of your landing page appearing in search results but also reinforce the relevance and alignment of your offering with the user’s intent, ultimately enhancing the chances of conversion.
5. Have a Clear Call to Action (CTA)
A call to action (CTA) is a critical element of any landing page, as it provides a clear directive for your audience to take the desired action. Whether it’s prompting them to make a purchase, subscribe to a newsletter, or sign-up for a free trial, your CTA should leave no ambiguity in the minds of your visitors regarding the specific step you want them to take.
Linktree’s Instagram landing page demonstrates an excellent implementation of this principle. The primary CTA, encouraging visitors to sign up, is prominently displayed in the upper right and lower left corners of the page’s initial viewable area (above the fold). As visitors scroll further down the page, the same CTA is strategically repeated a total of 10 times, reinforcing the desired action throughout the user’s journey.
This example not only highlights the importance of having a clear and unmistakable CTA but also emphasizes the need for repetition and strategic placement. By consistently presenting the CTA at multiple points throughout the page, you increase the likelihood of capturing the visitor’s attention and motivating them to take the intended action, ultimately driving conversions and achieving your marketing objectives.
6. Ask and Answer Questions
One effective technique for crafting compelling landing page copy is to employ a question-and-answer approach. By posing relevant questions and providing clear, concise answers, you can guide your audience through a natural learning process in a way that is both digestible and engaging. This method not only educates visitors about your offering but also preemptively addresses potential doubts or concerns they may have.
Evernote’s “Why Evernote” page exemplifies this strategy effectively. They pose a straightforward question and then proceed to provide a simplified answer, catering to the curiosity of their website visitors and clearly articulating the value proposition of their product.
The question-and-answer format is particularly well-suited for “How It Works” and “Frequently Asked Questions (FAQs)” landing pages. By anticipating and addressing common queries, such as “What does this product do?” or “How can this service streamline my daily tasks?”, you can facilitate the decision-making process for your visitors, alleviating uncertainties and fostering a deeper understanding of your offering.
This approach not only enhances the user experience but also demonstrates your expertise and commitment to providing comprehensive information, ultimately instilling confidence in your audience and guiding them towards the desired conversion action.
7. Use Unique Data or Statistics
Incorporating unique data or statistics into your landing page copy can lend significant credibility and persuasive power to your messaging. Statements such as “Trusted by 22,000+ brands” can compel visitors to further explore your offering, as they perceive the endorsement of a substantial number of brands as a testament to the quality and reliability of your product or service.
However, it’s crucial to substantiate such claims by specifying some of the prominent brands you’ve worked with or are currently serving. Showcasing their logos or brand names on your landing page not only adds tangible credibility but also leverages the familiarity and reputation of those brands to reinforce the trustworthiness of your own offering.
Another effective way to leverage statistics is to highlight quantifiable benefits or results that your customers can expect to achieve. Slack’s landing page exemplifies this approach by prominently featuring the statistic “97 min” – the amount of time their users can save each week by using their platform. To further validate this claim and instill confidence in visitors, Slack cites the source of this statistic, reinforcing the reliability and transparency of the information presented.
By incorporating unique, verifiable data or statistics into your landing page copy, you not only capture the attention of your audience but also provide them with tangible evidence to support the claims and promises made about your offering, ultimately enhancing the persuasiveness of your messaging and increasing the likelihood of conversion.
8. Tell a Story to Your Audience
The art of storytelling has the power to captivate both the mind and the heart of your audience, whether in person or through a landing page. While punchy, concise copy has its merits, adopting a more conversational or friendly tone can work wonders in engaging your visitors, provided it aligns with and remains true to your brand’s personality.
Monday.com’s About page exemplifies the effective use of storytelling in landing page copy. The language leans towards a narrative approach, weaving a tale that resonates with the reader and fosters a stronger connection with the brand. As you scroll through the page, the conversational tone is consistently maintained, creating a sense of familiarity and rapport with the audience.
9. Add Strong Social Proof
Customer reviews and client testimonials serve as potent forms of social proof, lending credibility and persuasive power to your landing page copy. As user-generated content (UGC), reviews from existing customers are perceived as genuine and reliable by prospective buyers, making them an invaluable asset in building trust and confidence in your offering.
ExpressVPN’s download page showcases an effective implementation of this strategy. The page features a dedicated section titled “What people are saying about ExpressVPN,” which displays the app’s star ratings from the Apple App Store and Google Play, providing visitors with a quick snapshot of the overall user sentiment. Additionally, the page includes selected reviews from both platforms, allowing prospective customers to read firsthand accounts and experiences from real users.
Another compelling approach is to highlight powerful statements or excerpts from client testimonials, as exemplified by Notion’s landing page. By extracting and prominently featuring a compelling quote from a satisfied client, Notion effectively captures the essence of the positive experience and reinforces the value proposition of their product or service.
Incorporating strong social proof elements, such as customer reviews and testimonials, into your landing page copy can significantly enhance its persuasive impact. These authentic endorsements from existing users not only validate the claims made about your offering but also serve as a powerful form of third-party validation, alleviating potential concerns and increasing the likelihood of conversion among prospective customers.
10. Show More Trust Signals Beyond Reviews
While customer reviews and client testimonials are powerful trust signals, there are additional elements you can incorporate into your landing page to further reinforce credibility and instill confidence in your audience. One such element is the strategic integration of press releases or media mentions.
Whether organically obtained or intentionally pursued, positive press coverage can have a significant and better impact on the purchasing decisions of website visitors. This form of third-party validation from reputable publications or media outlets can serve as a strong endorsement of your brand’s legitimacy and expertise.
Wheel, a healthcare technology company, effectively leverages this strategy on its About page. The page prominently showcases the logos of various publications that have featured or mentioned the company. Notably, these logos are clickable images that direct visitors to the actual news articles or coverage, reinforcing transparency and assuring users that the company is not falsely claiming endorsements without merit.
By providing visitors with the ability to click through and access the original sources, you not only demonstrate confidence in the validity of your claims but also empower your audience to verify the information for themselves, further strengthening their trust in your brand.
Remember, trust is the most important foundation upon which successful conversions are built. By strategically incorporating elements such as press releases, media mentions, and other credible third-party endorsements alongside customer reviews and testimonials, you create a comprehensive tapestry of trust signals that can significantly enhance the persuasive and convincing power of your landing page copy and increase the likelihood of conversion among potential customers.
11. Stir Up a Sense of Urgency
Humans are naturally inclined to act more decisively when faced with a perceived sense of scarcity or limited availability. By strategically incorporating phrases that convey a sense of urgency within your landing page copy, you can effectively motivate your prospects or audience to take action more swiftly. Expressions such as “limited stock available,” “available until supplies last,” “expires on,” and “only a few stocks left” can create a psychological trigger that prompts visitors to act before missing out on the opportunity.
Hostinger, a web hosting provider, exemplifies this technique effectively on their landing page. They create a sense of urgency by prominently displaying a countdown timer, which instills a sense of time-sensitivity and scarcity in the minds of visitors. Furthermore, their call-to-action (CTA) button is clearly labeled “Claim Deal,” reinforcing the notion that this is a limited-time offer that requires immediate action to secure the deal.
By carefully crafting your copy to evoke a sense of urgency, you tap into the psychological principle of scarcity, which can be a powerful motivator for conversion. However, it’s important to strike a balance and avoid coming across as overly aggressive or misleading. The key is to create a genuine sense of urgency that aligns with the reality of your offering, whether it’s a limited-time promotion, a seasonal sale, or a genuinely scarce product or service.
When executed thoughtfully and transparently, leveraging urgency within your landing page copy can effectively nudge prospective customers towards taking the desired action, ultimately increasing your conversion rates and maximising the impact of your marketing efforts.
12. Use Humor Where Appropriate
Humor has the ability to forge connections and create a sense of rapport between people. When used judiciously and in alignment with your brand’s personality, injecting humor into your landing page copy can be an effective way to resonate with your audience and establish a more personal connection.
Cards Against Humanity, a popular irreverent party game, exemplifies the appropriate use of humor in their landing page copy. Their tone is undoubtedly humorous and playful, reflecting the brand’s edgy and irreverent persona. This approach not only resonates with their targetted audience but also reinforces the brand’s identity and sets the appropriate expectations for the product’s nature.
However, it’s important to strike a careful balance when incorporating humor into your copy. While humor can be a good tool for engaging your audience and fostering a more personal connection, it should be used judiciously and in a manner that aligns seamlessly with your brand’s values and the overall tone of your marketing efforts.
Inappropriate or misaligned humor can potentially undermine your credibility or come across as unprofessional, ultimately deterring potential and interested customers from engaging with your brand or taking the desired action.
When executed tastefully and in harmony with your brand’s voice and personality, humorous landing page copy can be a better tool for capturing your audience’s attention, fostering a more personal connection, and ultimately increasing the likelihood of conversion. However, it’s crucial to carefully consider the appropriateness and relevance of humor for your specific brand and target audience, ensuring that it enhances rather than detracts from the overall effectiveness of your marketing efforts.
13. Add High-Quality and Relevant Visuals
Visual elements such as photos,vectors, videos, or even simple text symbols can significantly enhance the appeal and effectiveness of your landing page. The visuals and overall aesthetic of your landing page are just as crucial as the written copy in capturing the attention and interest of your audience. For instance, if you’re selling handmade earthenware, showcasing actual high-quality images of your products is essential to convey their craftsmanship and appeal.
Dreamy Blankets, a company that sells cozy blankets, exemplifies the power of visuals on their landing page. When users arrive at their page through a Google ad, they are greeted with prominent images showcasing the blankets they offer. These visuals are interactive, allowing visitors to hover over the images to reveal close-up details of the designs. Additionally, clicking on a specific listing opens up even more product photos, providing a comprehensive visual experience for potential customers.
Another compelling example of leveraging visuals effectively is East Fork, a ceramics company. Their product images are interactive, allowing visitors to hover over a bowl and see it magically filled with various food options. This interactive element not only showcases the product’s appearance but also demonstrates its functionality and potential use cases, giving prospective buyers a more immersive and engaging experience.
Incorporating high-quality, relevant visuals into your landing page can have a profound impact on its effectiveness. Not only do visuals help capture the attention of visitors and convey the essence of your products or services, but they also aid in building trust and credibility by providing a tangible representation of what you offer. Moreover, interactive visuals can further enhance the user experience, making your landing page more engaging and memorable.
14. Test and Refine Your Copy
Continuously testing and refining your landing page copy is crucial for optimizing its performance and maximizing conversions. A powerful technique to achieve this is through A/B testing, which involves creating different variations of your landing page with varying copy and visual elements, and then tracking and analyzing their respective performance metrics.
The process begins by setting up two or more versions of your landing page, each with slight variations in the copy, visuals, or other elements you wish to test. You then direct a portion of your website traffic to each variation and monitor critical metrics such as conversion rate, bounce rate, average time on page, click-through rate (CTR), exit rate, pageviews per session, new versus returning visitor behavior, goal completion rate (GCR), lead generation costs, and scroll depth.
By carefully analyzing the performance data from each variation, you can identify which elements resonate better with your audience and drive higher engagement and conversion rates. Once you’ve determined the winning variation, you can direct all of your traffic to that optimized landing page, or alternatively, you can combine the most effective elements from each variation to create an entirely new, data-driven landing page.
It’s important to remember that this process of testing and refinement is ongoing. As your business evolves, customer preferences change, and new trends emerge, it’s essential to continuously iterate and optimize your landing page copy to ensure it remains relevant, compelling, and effective in driving conversions.
Some key metrics to monitor during your A/B testing include:
- Conversion rate
- Bounce rate
- Average time on page
- Click-through rate (CTR)
- Exit rate
- Pageviews per session
- New vs. returning visitors
- Goal completion rate (GCR)
- Lead generation costs
- Scroll depth
By embracing a data-driven approach to landing page copywriting and continuously testing and refining your content, you can ensure that your landing pages remain optimized for maximum impact and success.
15. Learn From Others
While crafting compelling landing page copy is essential, it’s equally important to stay informed about the strategies and tactics employed by your competitors. Conducting thorough competitor research and analysis can provide valuable insights into what’s working well for others in your industry, as well as areas where they may be falling short.
By closely examining your competitors’ landing pages, you can identify the tactics they are utilizing effectively, allowing you to adopt or adapt those successful approaches for your own benefit. Conversely, you can also pinpoint areas where their landing pages underperform, enabling you to avoid similar pitfalls and capitalize on their weaknesses.
The data and insights gained from competitor analysis can be invaluable in helping you make informed decisions about which tactics to abandon, maintain, or enhance within your own landing page copywriting and design strategies.
Furthermore, consulting with digital marketing professionals who specialize in landing page copywriting can be a valuable investment. These experts bring years of experience, proven methodologies, and access to specialized tools that may be cost-prohibitive for smaller businesses. Collaborating with such professionals can provide a fresh perspective, leveraging their expertise to refine your landing page copy and maximize its effectiveness.
By learning from the successes and failures of others in your industry, as well as tapping into the knowledge and resources of seasoned professionals, you can continually elevate your landing page copywriting efforts. This approach not only helps you stay ahead of the competition but also ensures that your landing pages remain optimized and effective in driving conversions and achieving your marketing goals.
Conclusion
Crafting compelling landing page copy is both an art and a science. It requires a delicate balance of persuasive writing, a deep understanding of your target audience, and a commitment to continuous testing and optimization. By implementing the strategies outlined in this article, such as crafting attention-grabbing headlines, leveraging social proof, and utilizing interactive visuals, you can create landing pages that truly resonate with your visitors and inspire them to take action.
However, it’s important to remember that the journey doesn’t end with the initial launch of your landing page. Successful landing page copywriting is an ongoing process that involves regularly analyzing performance metrics, learning from competitors, and seeking guidance from experienced professionals when needed. By embracing a data-driven approach, staying attuned to industry trends, and continuously refining your copy based on insights and feedback, you can ensure that your landing pages remain effective and aligned with the ever-evolving needs and preferences of your target audience.
Ultimately, the key to crafting exceptional landing page copy lies in your ability to connect with your audience on a deeper level, address their pain points, and present a compelling value proposition that stands out in a crowded digital landscape. By combining persuasive storytelling with strategic optimization techniques, you can create landing pages that not only drive conversions but also foster long-lasting brand loyalty and advocacy.
