7 Landing Page Copywriting Tips to Drive More Conversions

If you privation to get arsenic galore conversions from your landing pages arsenic possible, well-crafted transcript tin marque a immense difference.

It engages visitors, builds trust, and drives them to instrumentality action.

So, usage these proven copywriting tips to make high-converting landing pages.

1. Incorporate Your Value Proposition

Prominently displaying a wide value proposition oregon unsocial selling constituent (USP) that’s applicable to the leafage and straight addresses what your assemblage cares astir helps you seizure their attraction and convey wherefore they should take you implicit the competition.

It’s champion to usage the header and subheading (if you’re utilizing one) to bash this successful an impactful way.

Your worth proposition volition enactment if the landing leafage is astir your marque successful general. But you’ll request to absorption connected much circumstantial unsocial selling points if your landing leafage is portion of a run targeting a circumstantial assemblage segment. Or a peculiar merchandise oregon service. 

For example, Shopify’s USP is wide based connected the connection they’ve utilized successful the header and subheading connected the beneath landing page:

Together, these elements intelligibly and succinctly convey that Shopify lets users rapidly make afloat functional websites.

If you request assistance defining the worth proposition oregon unsocial selling constituent to usage connected your landing page, survey your target audience to larn the answers to these questions:

• Who are you speaking to?
• What problems are they trying to solve? 
• How does your offering lick their problems?
• Why is your solution amended than others?

You tin larn much astir your people assemblage by studying your competitors’ content, ads, and societal media posts. And considering what messaging they use, however they presumption themselves, etc.

To streamline your probe and summation factual accusation connected your audience, usage the One2Target tool.

Open the tool, participate up to 5 rival domains, and click “Analyze.”

You’ll get an overview of your people audience, starting with the “Demographics” tab. Which includes accusation astir age, gender, and location. 

Next, click the “Socioeconomics” tab to find accusation astir your audience’s household size, employment status, income level, and acquisition level.

Go to the “Behavior” tab to larn astir their interests, preferred instrumentality types, and most-used societal media platforms.

Looking astatine the data, the bulk of the assemblage falls into the 25-34 property bracket, has 3 to 4 radical successful their households, has a debased oregon mean income level, and likes YouTube.

That suggests young parents connected a fund who bask video content.

Use these insights erstwhile penning a worth proposition oregon USP (and determining what media to use) for your landing page, truthful it straight speaks to your audience.

2. Focus connected Benefits Over Features

Landing leafage copywriting that communicates benefits helps visitors recognize wherefore your offering matters to them and is much apt to thrust conversions than simply listing features.

For example, a smartphone mightiness person “a high-speed processor” arsenic a feature. But that doesn’t mean overmuch for the audience.

That marque tin convey that aforesaid thought arsenic a payment by saying their instrumentality offers “faster load times and smoother multitasking.”

In short, focusing connected benefits answers the question, “What’s successful it for me?” And helps users visualize what it would beryllium similar to usage your merchandise oregon service.

Let’s accidental your institution sells task absorption bundle and you’re trying to find however to speech astir your offering successful a mode that resonates with visitors. 

Start by listing your product’s main features, and past deliberation astir wherefore they substance to prospects to travel up with a applicable benefit.

Like this:

Here’s an illustration of however Asana executes benefit-focused copywriting connected a landing page:

Using societal impervious successful your landing leafage transcript builds spot by showing your assemblage that radical are benefiting from your merchandise oregon service, reassuring them they’re making the close prime by taking action. 

Some communal types of societal impervious include:

• Reviews: Direct feedback from customers, often displayed successful the signifier of a provender pulled from a level similar Trustpilot oregon Google
• Testimonials: Customer statements highlighting affirmative experiences, typically presented arsenic quotes, videos, oregon lawsuit studies 
• Prominent customers: Brand logos representing notable clients that prospects whitethorn admit oregon appreciate—this is astir commonly utilized successful business-to-business (B2B) niches
• Awards/accreditations: Icons that correspond awards oregon accreditations the product, service, oregon institution has that tin beryllium utilized to to indirectly item the prime and adjacent flooded prospects’ objections

Reviews tin beryllium particularly impactful—a survey from Brightlocal recovered that 98% of web users work institution reviews arsenic portion of their buying process astatine slightest immoderate of the time. And 50% of radical spot them conscionable arsenic overmuch arsenic idiosyncratic recommendations from friends oregon family.

That said, deliberation astir what volition enactment champion for your landing page. 

For example, this landing leafage from Lingoda uses 2 types of societal impervious beneath the header (a credential and reappraisal ratings) to physique spot with users.

4. Create an Outline Before Writing Your Copy

Creating a well-structured outline that maps retired each the sections of your landing leafage and what each conception should screen volition assistance you physique a focused leafage that’s much apt to convert. 

To commencement gathering an outline to usher your copywriting for immoderate landing pages, survey the contented operation and travel of your competitors’ apical landing pages. 

You tin find those rapidly utilizing the Advertising Research tool. 

Open the tool, participate a competitor’s website, and click “Search.” 

You’ll beryllium taken to the “Positions” report. Which shows an overview of the competitor’s show for their search-focused Google Ads campaigns. 

Next, click the “Pages” tab to find the landing pages they beforehand done hunt ads. 

You’ll spot a database of URLs (landing pages), sorted by the estimated magnitude of paid postulation they get. 

Click the arrow adjacent to the URL to unfastened the corresponding page. 

And analyze:

• The sections it includes (e.g., leader section, benefits, testimonials)
• The bid and prioritization of information
• Transitions from 1 conception to the next
• Use of headings, subheadings, slug points, and visuals

And truthful on.

This volition assistance you find what elements could beryllium astir important. 

Based connected your analysis, make an outline successful a elemental papers and laic retired each conception you privation to include.

It tin look thing similar this:

5. Keep Your Copy Simple and Readable

Copy that uses plain connection and is formatted with readability successful caput helps users rapidly and easy recognize your message, which mightiness marque them much apt to prosecute with your leafage and convert.

Check retired the elemental transcript utilized successful the leader conception of the beneath Canva landing page.

Headspace likewise uses minimalist transcript for the benefits and societal impervious sections connected this landing page. 

Follow these tips to make landing leafage transcript your prospects tin easy work and understand:

• Choose elemental alternatives for analyzable words. For example, usage “help” alternatively of “facilitate.”
• Avoid manufacture jargon that your assemblage mightiness not beryllium acquainted with
• Use abbreviated sentences and paragraphs to marque your connection casual to work astatine a glance
• Break up text with slug points, headings, and whitespace for amended readability

6. Refine Your Call to Action

A bully call to action (CTA) is wide and makes visitors consciousness similar taking the adjacent measurement is simply a logical choice, truthful beryllium thoughtful astir however you trade yours.

Here’s however Webflow asks users to instrumentality the adjacent step—to get started for free.

The close CTA should accurately convey your connection and talk to your circumstantial audience.

Use 1 oregon much of these tips (based connected discourse and your goal) erstwhile crafting your CTA:

• Use action-oriented connection and intelligibly archer users what to bash (e.g., “Book a Demo” oregon “Try It for Free”)
• Remind users of the result oregon payment they’ll get by clicking (e.g., “Get 50% Off” oregon “Find Your Perfect Fit”)
• Create a consciousness of urgency oregon exclusivity to enactment rapidly (e.g., “Act Now” oregon “Don’t Miss Out”)
• Speak straight to the idiosyncratic with words similar “your” oregon “you” for a idiosyncratic interaction (e.g., “Secure Your Spot” oregon “Start Your Free Trial”)

Also, marque definite to support your CTAs brief—aim for nary much than six words successful the CTA button. 

7. A/B Test Your Landing Page Copy

A/B testing your landing leafage transcript (comparing the show of 2 akin but antithetic versions) helps you find retired whether definite changes pb to much conversions, truthful you tin fine-tune your existent and aboriginal landing pages based connected these insights.

Start by investigating 1 constituent astatine a time. Such arsenic the headline, societal proof, oregon CTA. 

This allows you to observe which circumstantial changes marque an impact.

For example, you mightiness trial 2 variations of CTA fastener copy—“Try It for Free” vs. “Get Your Free Trial”—to spot which gets much clicks.

Use the Landing Page Builder app to acceptable up your A/B tests and show performance. 

Once you’ve created your archetypal landing page, hover implicit it and click the “Dashboard” button.

You’ll spot details similar leafage visits, leads, and conversions. 

Head to the “Optimization” tab, click the “Add caller variant” button, and prime “Duplicate the main variant” from the drop-down menu.

Enter the postulation split—the percent of postulation to beryllium directed to each page.

Now, you’ll spot some variants successful the dashboard. 

Click the “Edit” fastener connected the duplicate landing page. 

Change the constituent (e.g., header oregon CTA text) you privation to trial and click “Publish.”

Go backmost to the “Optimization” tab and click “Start the test.” 

As your trial progresses, you’ll beryllium capable to comparison the show for some versions successful the dashboard.

It’s worthy noting you tin trial and optimize different elements connected your landing page. Such arsenic CTA fastener colors, representation placements, the fig of fields successful sign-up forms, and more. 

Further reading: A Beginner’s Guide to A/B Testing Landing Pages

Create High-Converting Landing Pages

Great landing pages tin consistently make leads and adjacent income for businesses. 

To execute results, absorption connected clarity, item the benefits of your offering, and continuously optimize done testing.

Not definite wherever to start? 

Use One2Target to get the assemblage insights you request to make landing pages that convert.