Driving traffic to your website is only half the battle — converting that traffic is the real victory.
Most conversions happen on landing pages, which are specifically designed to convert users. Unlike your homepage, which introduces your business, or your blog page, which informs and nurtures readers, a landing page has one goal: to prompt users to take action.
Your task is to ensure your landing page fulfills its purpose. One effective strategy for this is landing page copywriting.
This blog guides you on how to write landing pages that inspire your website visitors to take action.
Copywriting Tips on How To Write a Landing Page
Landing page copywriting might sound daunting, but it’s not rocket science. It boils down to executing a set of strategies. Many experts follow these tips. Here’s how to write a landing page:
Craft a Striking Headline
A landing page headline is the prominent text visitors see first. It should give visitors an idea of what your business is all about. For example, Think with Google uses the alliterated headline: “Insights. Ideas. Inspirations,” which is direct yet clever, encapsulating the three elements of what users can get on the platform. Queue-it taps into the prestige of household names by name-dropping big brands that use its product, enhancing its own value to website visitors.
Align Subheadings Appropriately
Subheadings should complement your headings, offering a closer look and further emphasizing key details. For instance, Discord’s landing page for its subscription service, Nitro, uses subheadings to highlight benefits: upgrade your emoji, personalize your profile, share, and more. This balances creativity with clarity, ensuring visitors understand the offerings.
Simplify and Structure for Readability
Avoid overwhelming visitors with blocks of text. Landing pages should be concise and focused on conversion. Shopify’s pricing page allows visitors to compare different plans at a glance, with an option to view a full list of features. This approach prevents information overload while providing detailed insights for interested users.
Optimize for Search Engines
Use keywords that your target audience is searching for, and ensure they appear in both the headline and body. For example, Bitly’s QR Code product page prominently features the keyword “QR code” in the heading and subheading, ensuring it captures relevant search traffic.
Have a Clear Call to Action (CTA)
A clear CTA prompts your audience to take a specific action, such as subscribing to a newsletter or signing up for a free trial. Linktree’s Instagram landing page strategically places the CTA “Sign Up” ten times across the page, ensuring it’s always visible and encouraging action.
Ask and Answer Questions
A question-and-answer approach guides your audience through the learning process, making it more engaging and addressing potential doubts. Evernote’s “Why Evernote” page uses this technique effectively, providing clear answers to common questions. This method is also useful on “How It Works” and “Frequently Asked Questions (FAQs)” pages, helping to facilitate the decision-making process.
Use Unique Data or Statistics
Mentioning data or statistics can convince users to explore your brand further and build credibility. Notion highlights its customer base with phrases like “Trusted by 22,000+ brands,” while Slack emphasizes time-saving benefits with statistics like “97 min saved each week” and cites the source for credibility.
Tell a Story to Your Audience
Storytelling can capture attention and build a connection with your audience, provided it stays true to your brand. Monday.com’s About page uses a conversational tone to tell its story, making it more engaging and relatable for visitors.
Add Strong Social Proof
Customer reviews and client testimonials serve as powerful social proof, making your copy more persuasive. ExpressVPN’s download page showcases star ratings and selected reviews from the Apple App Store and Google Play, enhancing trust. Notion spotlights powerful statements from client testimonials, further reinforcing its value.
Show More Trust Signals Beyond Reviews
Incorporate additional trust signals, such as press releases or mentions in reputable publications. Wheel’s About page features logos of publications that mentioned them, with clickable images directing users to the actual articles. This transparency assures users of genuine endorsements.
Stir Up a Sense of Urgency
Creating a sense of urgency can prompt users to act quickly. Hostinger’s web hosting page uses a countdown timer and the CTA “Claim Deal” to encourage immediate action. Phrases like “limited stock available” or “expires soon” can also be effective.
Use Humor Where Appropriate
Appropriate humor can connect with your audience and make your brand more relatable. Cards Against Humanity uses a humorous tone in its copy, staying true to its brand and engaging visitors.
Add High-Quality and Relevant Visuals
Visuals such as images or videos can enhance the appeal of your landing page and help convey your message. Dreamy Blanket’s landing page showcases interactive images of its products, allowing users to see detailed views and close-ups.
Test and Refine Your Copy
Conduct A/B testing of different versions of your landing page to see which performs better and make adjustments accordingly. Track website metrics such as conversion rate, bounce rate, and average time on page to determine effectiveness.
Learn From Others
Analyze your competitors to see what works for them and what doesn’t. This can provide insights into which tactics to adopt or avoid. Consulting with digital marketing professionals can also offer valuable expertise and tools that might be expensive for small businesses.
Get Expert Copywriting for Landing Pages
If you want to guarantee results or focus on your core business operations, consider bringing in the experts. First97days has extensive experience in copywriting for landing pages across various industries. Our services include:
- Landing page content writing
- Copywriting
- Conversion rate optimization (CRO)
- Email marketing
- Social media marketing
- Pay-per-click (PPC) advertising
At First97days, we focus on both drawing visitors to your website and converting them into customers. Our team ensures your landing page copy reflects your brand voice and is optimized for search visibility. Talk to our team — let’s create a landing page copy that works.