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7 Tips for Mastering Your Landing Page Copywriting

Joanna Taylor Profile

by Joanna Taylor

Last Updated: September 24, 2023

Landing page copywriting is the art of convincing your visitors to take action. 

It’s the difference between a bounce and a conversion, between a visitor and a customer, and between a prospect and a lead.

But writing effective landing pages isn't simple. It's about finding the right mix of clarity, persuasion, and emotion. You need to get your audience to know their problems and convince them you have the answer to their problems. 

Thankfully, you don't have to struggle every time you write a landing page.  Followinf the guidance in this article, you can master your landing page copywriting effortlessly.

Tips for Mastering Your Landing Page Copywriting

Keep reading to discover our 7 top copywriting tips for your landing page...

1. Identify Your Value Proposition

A unique selling proposition is essentially the response to the customer's question: "If I'm your ideal customer, why should I choose to buy from you rather than any of your competitors?" 

It's the distinctive blend of benefits of your product or service, setting you apart in a crowded marketplace. 

This is where you highlight what makes your solution the best fit for their needs. It should be clear, concise, and compelling.

An example of a landing page that does this well is Evernote. Evernote is a note-taking app that helps you organize your life. Their landing page has a simple headline that states their value proposition: “Tame your work, organize your life”.

Evernote Landing Page Copywriting

Notice that right below their main headline, there's a subheadline that explains how Evernote can assist you in capturing and managing your ideas across different devices.

This makes the landing page effective because it tells the visitors what they can do with the app, why they should use it, and how it can make their lives easier.

Sneak Peek: WordPress Landing Pages that convert visitors into leads and buyers

Let's explore some simple yet effective tips for crafting your value proposition:

  • Think about what makes your offer unique, valuable, and desirable.
  • Use words that resonate with your audience and reflect their needs, goals, or pain points.
  • Keep it short and simple, but not vague or generic.
  • Test different variations and see what works best for your conversion rate.

2. Write Benefit-Driven Body Copy

Instead of just talking about what your product or service can do, focus on how it can solve problems, improve things, or fulfill your visitors' desires. 

Take Slack for example. Slack is a tool that helps teams work better together. Their page grabs attention with a headline: "Made for people. Built for productivity." 

The rest of the text explains how Slack makes team communication, collaboration, and integration with other tools smooth.

Landing Page Copywriting - Slack

They use short points to show key benefits:

  • Unite your team: Slack offers organized zones for all your work essentials and team members.
  • Decide how you prefer to work: You can effortlessly communicate through text, audio, and video messages, or join real-time discussions for a quick chat.
  • Connect with favourite tools: Connect with over 2,000 apps like Google Drive, Zoom, and Salesforce through Slack.

This approach works because it tells visitors what they can achieve with the platform, why it's a great choice, and how it simplifies their work. 

Some tips for writing your benefit-driven body copy are:

  • Consider what your visitors want to achieve, avoid, or gain from your product or service.
  • Use words that resonate with your visitors and reflect their emotions, motivations, or challenges.

3. Use One CTA per Landing Page

Stick to one call-to-action (CTA) per landing page. 

This means you should have just one button or link that asks your visitors to do something, like getting an ebook, free trials, signing up for a webinar, or requesting a demo.

Your CTA must be clear and specific, and make them want to take action. It should also look different from the rest of the page and make them feel it's urgent.

Think of Netflix for instance. Their page keeps it simple with a headline: "Unlimited movies, TV shows, and more. Watch anywhere. Cancel anytime." 

Their CTA is a bright red button saying "Get Started."

Netflix Landing Page Copywriting

Netflix’s CTA shown in the picture works because it tells you what you can do, why you should do it, and how to do it. Plus, it's big and has a different color so it grabs attention and makes you want to click.

4. Include Social Proof

Social proof on your landing page is like having your fans cheer you on from the sidelines. This is where you bring out the big guns – evidence that real people have used your offer and absolutely loved it! 

Think testimonials, reviews that make you blush, those shining star ratings, case studies that make you look like a superhero, logos of those who've worked with you, and even media mentions that have you feeling like a superstar.

social proof landing page copywriting

This landing page from popwork uses social proof logos and ratings effectively

Why do all this? Well, think of it as dressing up your website in a great outfit. 

Social proof gives you some street cred – it shows you're the real deal, trustworthy, and an authority in your game. It's like saying, "Look, these guys love me, so you will too!" 

People tend to follow the crowd, and when they see others giving you a thumbs up, they're more likely to jump on the bandwagon.

5. Keep the Same Message and Look

Keeping things consistent is a powerful strategy. 

This is all about ensuring your landing page matches your other marketing collateral like ads, emails, social media, and your website. 

Take a look at this landing page from video startup Loom:

loom landing page copywriting

You'll see a focus on consistency across their website and branded maketing materials including:

  • Message: They use the same pitch and benefits across all their places, like "supercharge productivity" and "AI powered video"
  • Tone: Their voice sounds the same in all spots – confident, friendly, and pro. Plus, they speak the language their readers know.
  • Style: They use a clear, short, and gripping writing style everywhere. Their formatting, like headings and bullet points, is a match, too.

This kind of consistency makes everything feel smooth and understandable for their visitors. It's like having a conversation that flows naturally.

6. Use Clear, Friendly Language for Your Audience

Talk to your audience like you're having a friendly chat. Make your landing page easy to read, interesting, and attractive for your visitors. Use words that connect with them and show their feelings, reasons, or problems.

Here’s a pro tip: Avoid jargon, slang, or technical terms that might confuse or alienate your audience. Explain them simply or provide examples if you need to use them.

Also Read: 5 Landing Page Mistakes To Avoid & What To Do Instead

7. Run Tests Before the Launch

Before you hit the launch button, testing is a good idea. This means trying out your landing page before you show it to everyone to ensure it's working right, looks nice, and does a good job of getting people to take action.

You can use various methods and tools to test your landing page, such as:

A/B testing

This approach involves looking at two versions of your landing page to find out which one works better. You can use tools like Optimizely or Google Optimize to set up and run A/B tests on your landing page. 

To determine what works best, these tests let you try different things on your website, like landing page headlines, images, buttons, colors, and how things are arranged.

Usability testing

Another way to check how simple and easy your landing page is for visitors is using tools like UserTesting or Crazy Egg. 

These tools let real users try out your page and share their thoughts. You can watch how they move around, click, and do things on your page.

This helps you find any problems or things that need fixing.

Why Landing Page Copywriting is important

You've learned tips for writing a landing page, but have you considered why a good one matters? 

Here's the importance of landing page copy:

  • Grabs attention: Good landing page copy has a catchy headline, and a strong subheading, and explains what you offer, how it helps them, and why you're better than competitors.
  • Builds trust: It shows social proof, like testimonials or awards, to make the reader trust your business. It also answers their questions and worries and provides guarantees.
  • Encourages action: Effective landing page copy convinces readers to act by creating urgency or exclusivity. It has a clear "call to action" button that tells them what to do.

Start applying these landing page copywriting tips today!

A landing page is your business's initial impression on potential customers. It can greatly influence whether they choose to buy from you or not. 

Therefore, crafting effective landing page copywriting that grabs attention, builds trust, and encourages action is crucial.

Apply the provided tips above when creating copy for your next landing page and see how your results improve. Be sure to share your best landing page copywriting tips in the comments!

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