You know a landing page is a powerful instrument for converting visitors into customers.
You put in lots of resources to design it with the latest trends and promote it through SEO, paid ads, and social media. It generates some traffic, but conversion is… well, meh.
Oops!
The trouble isn’t in your product or service. It may be fantastic and address your target audience’s relevant pain point or problem. The trouble is that the copywriting of your landing page is a little (or not little) blah.
Look:
Writing text for landing pages is challenging, given that competition is fierce today. Good news: The up-to-date copywriting tips below will make your page stand out and convert.
1. Define Your USP
USP is for a unique selling proposition. What makes you different from other brands and specialists in your niche?
Thus, both a content writer and a copywriter craft web texts. But, the former writes texts that drive traffic to your website (creates engagement), while the latter converts that traffic into leads (persuades visitors to purchase).
The same goes for your brand. What exactly do you offer? Do you specialize in custom dissertation writing services for academics? Do you offer a webinar platform for educators to reach their audience? The more specific your page is, the better:
- It will help you attract users who do need your product or service.
- It will present you as a brand with particular expertise and thus reduce competition.
❗Copywriting tip: Answer the “What do I do?” and “Whom do I do that for?” questions in one sentence.
2. Attention to a Headline
Nothing personal, just numbers:
According to top-notch copywriter David Ogilvy, “five times as many people read the headline as read the body copy.” According to Copyblogger (it’s a big dog in the copywriting world, just FYI), “8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest.”
What does it mean for you?
A landing page headline costs you 80% of your marketing budget. So, it stands to reason that your headline should be super powerful to capture the target and answer their “What’s in there for me?” question.
Three C’s to follow when crafting a headline:
- Catchy (Build curiosity for the audience to keep reading)
- Concise (Address your ideal customer specifically)
- Clear (Reveal the benefits of your product or the problem it can solve)
❗Copywriting tip: Write at least 10 headlines before you choose one for your landing page. Compare it against the four U’s checklist: uniqueness, usefulness, ultra-specificity, and urgency.
3. Polish a Subheader
Subheaders are a copywriter’s secret power: They serve as an extra chance to communicate the value of your offer; also, rumors have it that headlines with subheads tend to convert better.
How to write a stellar subhead for a landing page?
- Make it short and descriptive.
- Ensure that it complements the headline.
- Use power words and active verbs to encourage action.
❗Copywriting tip: Express a USP in the headline and use a subheader to discuss the offer itself.
4. Give Numbers
The human brain loves numbers! Why?
First, they provide order to chaos. (The brain is lazy, so it hates when it needs to digest generic sentences in search of the point.) Numbers make reading and processing information faster and easier.
Second, numbers add credibility to your message. When users see numbers on your landing page, they feel they can… well, count on you. They see you offer something specific and that you have proof to support and illustrate your benefit statement.
It’s not magic but neuromarketing.
❗Copywriting tip: Try odd numbers in headings or subheads. They look more credible and thought-provoking for the brain.
5. Write for Somebody, Not Anybody
Copywriting and marketing are all about customers. Who are they? Do you have a buyer persona at hand when you craft a copy for your landing page?
A buyer persona comprehensively represents your target customer based on demographics, psychographics, and needs. When writing, you should talk to that person, not an abstract user, a la a universal soldier who happened to visit your website.
Focus a copy on the value your offer can bring to that person. What problem of theirs do you solve?
❗Copywriting tip: Avoid one-size-fits-all statements and solutions in your text. Imagine your target customer and speak to them directly.
6. Focus on Benefits, Not Features
“People buy results, not features.”
This phrase by marketing expert Jay Abraham is a must for copywriters to remember. His insight on selling the benefit, not your company or product, is the mantra to repeat every time you write a landing page copy.
What’s the difference between features and benefits?
- Features are facts about your product; benefits are why we should care about those facts.
Frame every point around the reader; address their pain points, problems, desires, and needs.
❗Copywriting tip: Display a benefit to the reader in every sentence. Use the “show, don’t tell” principle: Help the customer visualize the benefits and understand what it would be like to use your offer.
7. Write All Core Info on the Top
You know that users don’t read but scan online content, right? The attention span is short today, so they won’t spend time trying to understand your message and what’s in there for them. With that in mind, place all the vital information at the top of your page:
Help them see everything they need to know on the first screen, with no need to scroll.
- Write a catchy, relevant headline communicating the value.
- Add a concise and clear subhead specifying your offer.
- Place an inviting call to action.
❗Copywriting tip: Remember to include numbers or other social proof for your target customers to trust what they see. Mention your top clients, add ratings or reviews from individual customers, share the link to your portfolio, etc.
More on that is below.
8. Add Social Proof
Customers are super suspicious today. They don’t trust direct ads and don’t believe brands will deliver on the promises established on their websites.
They trust other customers who use your products or services.
Show your audience that people benefit from working with your brand:
- Include customer testimonials on your landing page.
- Add brand logos representing the big clients your prospects may recognize.
- Mention awards or accreditations your brand or product has got.
- Share reviews of your brand from reputable third-party platforms like Google or Trustpilot.
❗Copywriting tip: Don’t overstuff a landing page with all types of social proof in a row. Think about what will work best for your target audience.
9. Craft a Strong CTA
A must-have element on landing pages, a call to action (CTA) invites visitors to act and take your desired action, i.e., convert.
What makes a strong CTA?
It’s easy to see and understand. It’s clickable and concise, inviting, and descriptive enough for users to see what they get when they click. Finally, it’s original and personalized, not a truism like “Click here.”
❗Copywriting tip: Use active verbs in CTAs and try writing it from the first person (using “I” or “me”) for more personalization and engagement.
10. Keep Your Writing Simple
Use plain language and format your copy with readability in mind. Help users quickly and easily understand your message:
- Say no to complex words (for example, it’s better to say “use” instead of “utilize”), industry jargon, and slang
- Craft short sentences and paragraphs.
- Break up text with bullet points and whitespace for better readability.
❗Copywriting tip: “Mirror” the language and tone of your target audience.
Ready to Write a Landing Page That Converts?
A landing page is a powerful weapon for a brand or independent specialist to stand out, build trust, and attract more customers. Now that you know so many actionable copywriting tips on making it work, why not craft a new one or update your old one today?
