Content Marketing How to Write a Landing Page Copy That Converts

Landing page copy is the life of your landing page. It means that you need to use the right strategy for landing page content writing. In this article, we discuss the best ways to write a high-converting landing page copy.

Fundamentals of a Landing Page Copy 

The main focus of a landing page copy is to help your audience and spur action. Keeping that in mind, here are some principles of landing page that you need to keep in mind while crafting its copy:

Point Out A Problem

Problems invite solutions. Solutions invite actions. Thus, start by identifying different problems that your target audience may face during different situations. Make a list of all the problems you identify and highlight them in your landing page copy to grab your reader’s attention. List problems in the order of priority and if you are able to find a core problem, you can use it as a magnet.

Identify the Pain Points

Problems lead to pains in your reader’s life. Explore how the problems identified in principle one are affecting your audience’s life. Which habits or beliefs are changing as a result of problems that exist? Which factors are causing the problem and how it is impacting your audience? In your landing page copy, emphasize the pain points of your readers and move on to offering solutions.

Offer The Solution

Today, the best-selling offer is essentially the best solution to existing problems. Remember that your solution can not only solve the problem but also alleviate the pain and enhance the experience of your customers. Thus, you can easily shift your focus from solving the problem towards improving your customer’s standard of living through your offering. Associate your offering with benefits specifically directed towards your audience.

Portray the Desired Outcome

Although most landing page copywriters believe that offering a solution is the end of the process, it is not true. Since your landing page is designed to accomplish a certain action, your copy must carefully reflect and communicate the outcome of choosing your offering for your audience. Focus on the bigger picture, envision your audience’s dreams and target their personal or professional goals using your offering to effectively communicate the outcome.

What Should Your Landing Page Copy Look Like?

The landing page copy principles give you a direction to start the writing process. However, you need to keep a few important things in mind while writing your landing page copy. A good landing page copy is:

1. Clear: Your offer and message should be clear and to the point. Your audience shall be able to understand it easily.
2. Concise: Keep your content short, free from fluff and specific to your audience. Use as few words as possible, but make sure they are powerful.
3. Engaging: Since your landing page copy is essentially a message, it shall be engaging for your audience to retain their attention. Use examples, tidbits and any other interesting thing to ensure engagement.
4. Actionable: The entire point of a landing page is to spur action from your audience. Include a non-conventional, highly-specific CTA that represents your offer’s main benefits for your audience. Make sure that the CTA buttons work fine and lead to the right pages.
5. Memorable: Standing out from your competitors is essential to beating market saturation. Unique lead magnets coupled with a stunning landing page copy and an interactive UI/UX can make your landing page memorable for your visitors. 

Expert Tips For Writing a Landing Page Copy For Best Results

Even the most experienced writers struggle to create an effective landing page copy. The reason is that the best landing page copy is a mix of some important elements that shall be followed in a specific way. High converting landing pages are not only easy to view but also memorable for the visitors. Here are a few tips to help you with effective landing page content writing:

Focus on Your Goal

Your potential customers do not care about your product or service features, they care about what your offering will do for them. In other words, your landing page copy shall sell an outcome, not a product or a service. Before you begin writing your landing page copy, articulate the outcomes of your offering and portray them in your copy.

Answer 3 Main Questions

Customers have a short time and even shorter attention span. So, remember the 5-second rule and apply it. Before they your prospects lose interest, your landing page shall answer these three main questions for your customers:

1. Who you are
2. What is your offering
3. Why does your offering matter to your customers

Do Your Homework

Do some qualitative research market research and explore the various market segments that align with your offering. Create sub-categories of your market based on buying personas and target every persona in an effective manner. Make sure that you use research techniques like feedback, surveys, Q/As and more to find out what your customers want from you.

Avoid Jargon and Complex Terms

In B2B industries, using some industry terms is a great way to show that you know what you are doing. However, in B2C industries, you must avoid industry terms and jargon that does not relate to your readers. Keep your landing page content simple and easy to read. Focus on the benefits and keep it as easy to understand as possible.

Add Numbers, Facts, Comparisons and Figures

Numbers are convincing, so they make a more convincing copy. For example, 8 out of 10 people will read your headline, but only two will read the headline and the rest of your copy. That stat helps you understand the importance of headlines, right? (Given the emphasis on the headlines, would this be more effective if reworded? For example: “Only 2 out of 10 people will read the headline and the copy, but virtually everyone will read the headlines.”)

Leverage the Power of Storytelling

The art of storytelling perfectly aligns with the aim of creating engaging landing page copy. Your landing page should tell an interesting story that not only addresses the problems and pain points but also portrays your offering as the hero in that story. 

Avoid bragging too much about your offering and focus on making the story relevant to your audience’s life. You can use the AIDA (Attention, Interest, Desire and Action) copywriting framework, ABT (And, But and Therefore) or PAS (Problem, Agitate, Solution) to present your landing page story. 

Every landing page tells a story. The difference between a boring landing page story and one that gets results lies in its framework.

Use Actionable Verbs and Phrases to Spur Action

Your landing page copy should subtly encourage the desired action from your readers. This action is essentially known as a conversion in marketing terms. While creating your landing page copy, remember to use actionable verbs and emotional phrases to compel action from your audience.

Include Buttons and Go Testing

Buttons complement CTAs better than text-based links. Decide on a button design which aligns with your landing page and brand theme. 

You can use simple buttons like “Click Here” or non-conventional CTA buttons like “Transform Your Life Now” according to your audience. However, it is recommended to use non-conventional CTAs to grab attention.

Split test different CTAs and buttons to see which group brings the highest conversions.

Personalize Content To Your Traffic Source

Your landing page’s traffic sources shall have consistently personalized messages. It means that you shall tailor your landing page content according to your traffic source. Use the same personalization strategy on your landing page as you are using on your traffic sources to maintain consistency and leave a good impression. 

Bonus Tip: Use AI for Landing Page Copy Personalization

Our AI-based Landing page copy generator can take out the grunt work of copywriting from your schedule. AI understands user context better than most human writers, so it can effectively personalize your landing page for your audience. 

Landing Page Copy FAQs

What is a landing page copy?

A landing page content is a script you write for your digital sales marketing. It acts as your digital salesperson. It means that it can target tons of potential customers with a single, effective message. The goal of landing page copy is to influence customers’ decision-making process, generate demand for offering and inspire the desired action from the leads. A strong landing page text can blow the much-needed life in your marketing campaign for the best revenue generation.

What is the difference between a landing page and a website?

Websites and homepages offer a brand introduction and further exploration to visitors. However, the landing pages are designed for specific campaigns and specific offerings. While websites are built to guide the visitors about the nitty gritty of the brand or its offering, landing pages are designed for conversion with a specific call to action.

Is a landing page the same as a homepage?

No, it is not. A landing page is different from the home page. Landing pages and home pages have entirely different goals and objectives during the design process. A home page is essentially the stage of your website. However, a landing page is designed to compel visitors to complete a specific goal or take a desired action.

What is the average conversion of a landing page?

The average landing page conversion rate stands at 2.35%, with the top 10% of pages getting an average conversion rate of 11.45% and more. The top 25% of sites receive an average conversion rate of 5.31% and more. ^[1]

References:
[1] What is a Good Landing Page Conversion Rate – Impact Plus