7 Landing Page Copywriting Tips to Drive More Conversions

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

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

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

1. Incorporate Your Value Proposition

Prominently displaying a clear value proposition aliases unsocial trading constituent (USP) that’s applicable to the page and straight addresses what your assemblage cares astir helps you seizure their attraction and convey why they should take you complete the competition.

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

Your worth proposition will activity if the landing page is astir your marque successful general. But you’ll request to attraction connected much circumstantial unsocial trading points if your landing page is portion of a run targeting a circumstantial assemblage segment. Or a peculiar merchandise aliases service. 

For example, Shopify’s USP is clear 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 quickly create afloat functional websites.

If you request thief defining the worth proposition aliases unsocial trading constituent to usage connected your landing page, study your target audience to study 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 study much astir your target assemblage by studying your competitors’ content, ads, and societal media posts. And considering what messaging they use, really they position themselves, etc.

To streamline your investigation and summation actual accusation connected your audience, usage the One2Target tool.

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

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

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

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

Looking astatine the data, the mostly of the assemblage falls into the 25-34 property bracket, has 3 to 4 group successful their households, has a debased aliases 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 aliases 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 page copywriting that communicates benefits helps visitors understand why 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 use 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 for illustration to usage your merchandise aliases service.

Let’s opportunity your institution sells task guidance package and you’re trying to find really to talk astir your offering successful a measurement that resonates pinch visitors. 

Start by listing your product’s main features, and past deliberation astir why they matter to prospects to travel up pinch a applicable benefit.

Like this:

Feature	Benefit
Customizable kanban boards, Gantt charts, and task timelines	Organize each item and get visibility into each project, truthful thing slips done the cracks
Automated notifications	Save clip pinch automated reminders and real-time updates
Integrations pinch celebrated tools	Simplify your workflow and collaboration by connecting each your favourite tools

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

Using societal impervious successful your landing page transcript builds spot by showing your assemblage that group are benefiting from your merchandise aliases service, reassuring them they’re making the correct prime by taking action. 

Some communal types of societal impervious include:

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

Reviews tin beryllium particularly impactful—a survey from Brightlocal recovered that 98% of web users publication institution reviews arsenic portion of their shopping process astatine slightest immoderate of the time. And 50% of group spot them conscionable arsenic overmuch arsenic individual recommendations from friends aliases family.

That said, deliberation astir what will activity champion for your landing page. 

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

4. Create an Outline Before Writing Your Copy

Creating a well-structured outline that maps retired each the sections of your landing page and what each conception should screen will thief you build a focused page that’s much apt to convert. 

To commencement building an outline to guideline your copywriting for immoderate landing pages, study the contented building and travel of your competitors’ apical landing pages. 

You tin find those quickly 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 capacity 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 will thief you find what elements could beryllium astir important. 

Based connected your analysis, create an outline successful a elemental archive and laic retired each conception you want to include.

It tin look thing for illustration this:

5. Keep Your Copy Simple and Readable

Copy that uses plain connection and is formatted pinch readability successful mind helps users quickly and easy understand your message, which mightiness make them much apt to prosecute pinch your page 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 create landing page transcript your prospects tin easy publication 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 short sentences and paragraphs to make your connection easy to publication astatine a glance
• Break up text pinch slug points, headings, and whitespace for amended readability

6. Refine Your Call to Action

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

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

The correct CTA should accurately convey your connection and speak to your circumstantial audience.

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

• Use action-oriented connection and intelligibly show users what to do (e.g., “Book a Demo” aliases “Try It for Free”)
• Remind users of the result aliases use they’ll get by clicking (e.g., “Get 50% Off” aliases “Find Your Perfect Fit”)
• Create a consciousness of urgency aliases exclusivity to enactment quickly (e.g., “Act Now” aliases “Don’t Miss Out”)
• Speak straight to the personification pinch words for illustration “your” aliases “you” for a individual touch (e.g., “Secure Your Spot” aliases “Start YourTrial”)

Also, make judge 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 page transcript (comparing the capacity of 2 akin but different versions) helps you find retired whether definite changes lead to much conversions, truthful you tin fine-tune your existent and early landing pages based connected these insights.

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

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

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

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

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

You’ll spot specifications for illustration page 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 copy landing page. 

Change the constituent (e.g., header aliases CTA text) you want 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 capacity 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, image placements, the number 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 moreover income for businesses. 

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

Not judge wherever to start? 

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