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10 Tips for Crafting Compelling Landing Page Copy

Creating compelling landing page copy is crucial for converting visitors into customers. In today’s competitive digital landscape, your landing page needs to not only grab attention but also persuade visitors to take action. 

To build an effective landing page, you need help from three key professionals: a web designer, a web developer, and a copywriter. Unfortunately, many site owners overlook the importance of a copywriter, opting to write content themselves or delegate the task within the company. However, crafting copy for a landing page requires specific skills that not every online marketer possesses.

In this article, I’ll share my 10 tips for crafting compelling landing page copy that inspires users and drives conversions. 

1. Determining the goals of the landing page

The first step in writing effective landing page copy is to clearly define the goals of the page. Ask yourself “What action do I want visitors to take?”

Common goals include:

  • Purchase your products (of course!)
  • Subscribe to your newsletter
  • Fill out an online form
  • Download your brochure or catalog
  • Leave a phone number and ask for a callback
  • Register for an upcoming event
  • View your list of products or portfolio
  • Search for your store’s location

2. Identify your audience

Understanding who you are addressing is crucial. Consider the following about your typical visitors:

  • Gender
  • Age range
  • Educational level

For example, if you’re writing content for a medical association’s website, you can assume that visitors are aged 30 to 70 with a higher education level. Conversely, a gaming website’s audience might be males aged 18 to 34, who are tech-savvy and gamers. Use Google Analytics’ Demographics and Interest reports to gain insights into your audience’s age, gender, and interests. This data can help tailor your copy to your users’ profiles.

Use Google Analytics Demographics and Interest report to gain insights into your audience’s age, gender, and interests. This data can help tailor your copy to your users’ profiles. To access this GA’s demographic’s data, you’ll first need to enable the report by making a simple one-line change of the GA tracking pixel. After that, you’ll be able to see two  new categories of reports in the Audience section of Google Analytics:

  • Demographics – where you’ll find traffic by age and gender
  • Interests – that presents traffic by affinity, in-market, and other categories)

Now, all you need to do is consider these demographics’ data when writing for your users.

3. Address your audience in a simple and formal style

If your visitors come from different countries with varying levels of English proficiency, write in a clear, simple style to ensure everyone can understand your content. Avoid using overly informal language or jargon, as it can detract from your credibility. While a too formal style isn’t suitable unless writing for official institutions, striking a balance is key.

4. Structure your copy to make it scannable

Web users typically scan content rather than read it in detail. Simplify your landing page content structure by using:

  • Short paragraphs
  • Headings and subheadings
  • Bullet lists
  • Bold keywords and key ideas

5. Balance content length

While shorter content is more likely to be read, from an SEO perspective, aim for at least 500 words per page. Avoid adding unnecessary filler content solely for SEO purposes. Communicate your message directly and concisely.

Think of the most direct and simple way to say what you’re trying to say.

6. Find the right writing style

There are three “writing styles” for websites and landing pages. There are three primary web writing styles are:

  • Write Succinctly for web users: Inform and provide value to your audience. Make information easy and simple.
    But also, refrain from using old-school, salesy marketing language. If you say that you sell “the BEST product”, or that you are  “the MOST reliable company”, you should have the date to back up these statements. 
  • Write Professionally to build company image: Give the readers facts, figures, and data. Empasize on the quality of you products or on the scale of your business. Impress your audience.
  • Write For Search engines (but subtly): Include targeted keywords without making it intrusive. If your writing is too obviously geared towards keywords and SEO you may quickly lose readers.

Copywriters should balance between these three to create a writing style that is unique to your website and that speaks to its target audience most effectively.

In my opinion, one of the biggest challenges in copywriting is to create a balanced landing page which:

  • accurately describes your business,
  • contains the main business keywords,
  • is easy to understand,
  • sounds professional,
  • reassures the visitor of the credibility of your business and products.

Creating a balanced copy that includes business keywords, is easy to understand, and sounds professional is a significant challenge but essential for credibility and conversion.

7. Stay consistent

Once you develop your writing style, stick to it. Consider creating a “persona” to maintain consistency in tone and style across your content.

Document this “writing persona” and provide clear writing style instructions for all copywriters and marketing people who write for the website. 

8. Influence the reader to take action

The goal of landing pages is to prompt action.

The one question to keep in mind when crafting landing page copy is: “Does this influence my audience to convert”?

But how to influence the users to take action and convert? Here are some tips:

  • Use action-oriented language with clear verbs – Use verbs, and give clear instructions wha specific actions visitors must take on this page
    For example: Instead of saying “our book will help you to learn more about …say “Learn more about “, “Save your time and efforts on ” or “Stop wasting time on …”
  • Second-person perspective to create a personal connection – One thing websites struggles with is being personal. Writing in the second person could help to forge a stronger connection between the reader and your offer.
  • Leverage psychological triggers – often landing page copy uses psychological triggers such as urgency, scarcity, social proof, and fear of missing out (FOMO) to drive conversions.
  • Use positive language to leave a good impression – Don’t use negative words and negative verbs 

    this may leave a negative impression on the user

9. Utilize clear calls to action (CTAs)

Calls to Action (CTAs) are a critical component of effective landing page copy. They guide your visitors towards the desired action and can significantly impact conversion rates. Here’s how to craft compelling CTAs:

  • Be Direct and Clear: Ensure your CTAs clearly state what you want the visitor to do. Avoid vague language and be specific. For example, instead of “Click Here,” use “Download Your Free Guide” or “Start Your Free Trial.”
  • Use Action-Oriented Language: Verbs are powerful tools in CTAs. Words like “Get,” “Start,” “Learn,” “Save,” and “Join” prompt immediate action. For example, “Get Instant Access,” “Start Saving Now,” or “Join Our Community.”
  • Create a Sense of Urgency: Encourage immediate action by incorporating urgency into your CTAs. Phrases like “Limited Time Offer,” “Act Now,” or “Only a Few Spots Left” can motivate visitors to take action quickly.
  • Make It Stand Out: Design your CTA buttons to stand out on the page. Use contrasting colors, larger font sizes, and ample whitespace around the button to draw attention. The button should be visually distinct and easily noticeable.
  • Placement Matters: Position your CTAs strategically on your landing page. Place them above the fold, at the end of sections, and in the middle of long pages. Ensure they are easily accessible without requiring excessive scrolling.
  • Multiple CTAs for Different Stages: Offer multiple CTAs targeting visitors at different stages of the buyer’s journey. For instance, “Learn More” for those in the awareness stage, “Download Now” for those in the consideration stage, and “Buy Now” for those ready to make a purchase.
  • Personalize When Possible: Tailor your CTAs to match the visitor’s interests or behavior. Personalized CTAs can be more effective, such as “Continue Your Free Trial, [Name]” or “Get Your Personalized Quote.”

10. Test, analyze, and optimize your landing page copy

And finally, continuous monitoring, testing, and optimization are essential for improving the effectiveness of your landing page copy and its conversion rates.

What does this mean and how to do it?

A/B Testing

First, you can use A/B testing to determine the most effective wording, structure, and CTAs.

A/B testing, or split testing, involves creating two versions of a landing page (Version A and Version B) and testing them with your audience to see which performs better. Test one element at a time, such as the headline, CTA text, or image, to isolate what causes the improvement.

Some popular A/B testing tools are : 

  • Crazy Egg
  • Convert
  • AB Tasty
  • Kameleoon
  • Optimizely
  • Google Optimize – UPDATE: Google Optimize and Optimize 360 are no longer available as of September 30, 2023.

Most of A/B testting tools also offer multivariate testing. You can use multivariate testing to evaluate multiple elements simultaneously and identify the best combination of changes that improve overall performance.

Regularly test different versions of your copy to see what resonates best with your audience and to determine the most effective wording, structure, and CTAs.

Analyze User Behavior

Use tools like heatmaps and session recordings to understand how visitors interact with your landing page. Identify areas where users drop off, struggle, or spend the most time. This data provides insights into what needs adjustment.

Leverage Website Analytics data 

Regularly review metrics such as bounce rate, conversion rate, time on page, and click-through rate using analytics tools like Google Analytics. These metrics help measure the effectiveness of your copy and identify areas for improvement.

Gather Feedback

Collect feedback directly from users through surveys, feedback forms, or usability testing sessions. Understand their experience, preferences, and pain points to inform your copy adjustments.

Optimize for Mobile

Ensure your landing page and copy are optimized for mobile devices. With a significant portion of users accessing websites via mobile, responsive design and mobile-friendly copy are crucial for maintaining engagement and conversion rates.

Benchmark Against Your Competitors

Regularly review your competitors’ landing pages to identify industry trends and best practices. Understand what works well for them and adapt those strategies to enhance your own copy.

Continuously test new hypotheses, analyze results, and make incremental improvements. Even small adjustments can lead to significant gains over time.

There is no “quick way”

As most of you will agree, there’s no “quick way” to write compelling copy for landing pages. If you want effective and powerful page copy, you have to invest time and resources. Even small writing nuances could have a huge impact on conversions – that’s why landing page content should be carefully crafted.

Smart companies and website owners know that even if they know their business the best, it’s always helpful to hire an outside copywriter, who has a tough understanding and expertise in landing page copywriting. Do not underestimate the importance of the content. Well-chosen words could be your most powerful advantage.

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