Need help capturing your audience's attention with your landing page? Crafting compelling content that converts is essential in the competitive digital industry, where every click counts. This blog guides you to write persuasive copy, whether new or enhancing skills.
Check out Magic UI's startup landing page template, a versatile tool to help you create persuasive copy that resonates with your target audience. With these landing page examples, you'll be well on your way to enhancing your landing page's copywriting skills and optimizing your conversion rates.
What Is Landing Page Copywriting?
Landing Page CopywritingLanding page copywriting is crafting persuasive text on a landing page to convince visitors to take a specific action. Picture yourself walking into a store where a salesperson warmly greets you with precisely the right words, guiding you toward purchasing or signing up for something. That is what landing page copywriting achieves in the online realm.
Why Landing Page Copywriting is Important
When someone lands on your webpage, you only have a few seconds to capture their attention and persuade them to stay. The text on your landing page – encompassing headlines, subheadlines, body copy, and call-to-action buttons – plays a vital role. Effective copywriting helps rapidly and efficiently communicate the value of what you are offering.
Writing Guidelines for Landing Page Copywriting
Landing page copywriting must be succinct and compelling, providing visitors with the necessary information without overwhelming them. The text on your landing page should be engaging and straight to the point, encouraging visitors to explore further and take action. Incorporating relevant keywords associated with the term 'landing page copywriting can significantly enhance the salience of your copy.
The Tone and Style of Landing Page Copywriting
Maintaining a professional and trustworthy tone in your landing page copy is crucial for building credibility and connecting with your visitors. By using Steve DeAngelo's writing style, you can effectively engage your audience and compel them to take the desired action. Transition words and the active voice can help create a smooth flow in your copy, enhancing the overall readability of your landing page.
Effective Keyword Usage for Landing Page Copywriting
Incorporating latent semantic keywords associated with landing page copywriting can boost the relevance and visibility of your landing page. By strategically placing these keywords throughout your copy, you can enhance its SEO performance and attract more organic traffic to your website.
Writing Style Guidelines for Landing Page Copywriting
When writing landing page copy, it's essential to make the text engaging and straightforward without relying on clichés or overused metaphors. Using varied sentence lengths and structures can help maintain reader engagement and make your copy more dynamic. By organizing your content for smooth transitions and logical progression, you can effectively guide visitors through the information and compel them to act.
The Importance of Engaging Elements in Landing Page Copywriting
Including interactive elements like direct questions in your landing page copy can help maintain reader engagement and encourage them to explore further. By using simple language and avoiding complex words, you can ensure that your copy is accessible to a wide audience and effectively communicates your message.
How to Create Compelling Landing Page Copywriting
To create compelling landing page copy, focus on providing value to your visitors and clearly communicating the benefits of your offering. By using concrete, physical language and analogies, you can help visitors visualize the value of your product or service and compel them to take action. Using the active voice can make your copy more dynamic and engaging, increasing the likelihood of conversion.
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The Foundational Elements of Compelling Landing Page Copy
Landing Page CopywritingCompelling landing page copy is never static; it evolves to ensure it remains impactful and engaging.
Delivering a Convincing First Impression
The first step in creating a compelling landing page copy is to provide a convincing first impression of the startup. This involves crafting direct, specific, and grammatically correct copy that sets expectations and raises the bar for future interactions with the company's product and team.
Considering Market Maturity
The market's maturity plays a significant role in determining the length and complexity of landing page copy. Companies operating in highly mature markets can utilize shorter copy, focusing on product differentiators, brand stories, and user testimonials. In contrast, emerging markets may require more detailed information to educate visitors about the solution and define the category more broadly.
Reflecting Customer Awareness
Compelling landing page copy should mirror the customer's stage of awareness. This involves understanding how well customers comprehend the challenge the company addresses, the stakes involved, the changing landscape, and tools that can help. Great copy demonstrates the company's awareness of customer awareness levels, creating a connection that resonates with the target audience.
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How To Write Effective Landing Page Copy
Landing Page CopywritingUncovering the Problem
First, you need to identify the problem your audience is facing. What issues are holding them back from achieving their goals? Consider what obstacles they may be dealing with and write them down. Identifying the primary problem is crucial to creating compelling landing page copy.
Understanding Pain Points
After identifying the problem, you need to understand its associated pain points. Dive into what's causing your audience the most distress and what's preventing them from overcoming their obstacles. List these pain points as a reference when writing your landing page copy.
Providing a Solution
Create a solution that addresses the identified pain points. Consider how your solution can alleviate these distress points and help your audience overcome their challenges. When writing your landing page copy, consider how your offer differentiates from others in the market - this is your unique selling proposition.
Communicating the Desired Outcome
Your solution should help your audience reach their desired outcome. This outcome should align with their larger vision and goals for their personal life or business. When writing your copy, clearly communicate how your solution can help your audience achieve this desired outcome.
12 Landing Page Copywriting Tips for Boosting Conversions
Landing Page Copywriting1. Use Customer Testimonials
One of the most powerful conversion copy techniques involves no writing; it involves letting happy customers write your copy for you.
Testimonials produce conversions like nothing else can. It’s impossible to write a copy as good as your customer. Why? A good copy depends on the source, not just the style and substance. Testimonials are compelling because they show the customer what she will experience if she uses your product or service.
2. Emphasize the Benefits, Not the Product/Service
One of the most important lessons I've learned in online marketing is that customers don’t really care about your products or services—in other words, they don't care about the "solution" you're trying to sell them. A group of Harvard researchers conducted a study of 1,400 B2B customers in various fields and concluded that we've reached “the end of solution sales.”
The Rise (and Fall) of Solution Selling
Traditionally, sales were predicated on the “solution-selling method.” According to this method, “salespeople are trained to align a solution with an acknowledged customer need and demonstrate why it is better than the competition’s.”
Why Traditional Sales Tactics Fail
That approach isn’t working anymore for one straightforward reason: Customers already know the solution they’re looking for. Thanks to the Internet and search engines, they are capable of learning virtually anything. In fact, not only do customers know the solution, but they also know the features they are looking for, the requirements the product must meet, and benchmark pricing.
Why Focusing on Customer Value Wins
If you pitch only your solution, you’re not giving your customers what they need and want. You need to pitch benefits. It’s okay to mention your solution because that’s a signal to the customer that he or she is in the right place -- but don’t push that solution. Instead, go for the benefits.
3. Write Attention-Grabbing Headlines
Headlines do the heaviest lifting on any part of your landing page. They’re the first and most visible pieces of copy—the introduction to your offer. A compelling, descriptive headline can distinguish between a visitor thinking, “I need this thing, like, yesterday,” and “how the heck did I end up here?”
Visitors are more likely to bounce when your landing page header isn’t pulling its weight. On the other hand, a strong headline keeps visitors scrolling’ and ensures all the work you’ve put into getting them here doesn’t go to waste.
4. Add Structure with Subheadings
These are headlines for each section of your landing page. They introduce new benefits (or counter specific objections) that tie back your value proposition.
Again, check your info hierarchy. Figure out what crucial information you haven’t included in your header and break it into topic groups. You’ll probably find that most of what you still need to communicate falls into a few categories, like unique product features or secondary benefits. Under a shared subheading, these can become your page sections.
5. Make Your Copy Easy to Scan
People don’t read web pages like they do books. Keep your landing page copy short and create an easily scannable layout so your key points stand out. The Nielsen Norman Group has studied how people read online since 1997. Their findings show consistently that web users scan text instead of reading it.
Grab Attention and Drive Conversions
They also noticed some recurring scanning habits, like the F-Pattern. Users start by reading a heading horizontally, then skip to another prominent row of text. You can apply these findings in your landing page copywriting to maximize its impact.
Craft Compelling Landing Page Copy
Prioritize key information in headings and subheadings, which users will most likely read. Follow these headings immediately with short, simple sentences that expand on the point and deliver other important information.
Craft Scannable Landing Page Copy for Mobile Users
58.3% of internet traffic came from mobile devices in Q1 2023. Keeping your content scannable—i.e., keeping headings short and using white space—makes it easier for mobile users to consume.
6. Write like a Human
Another technique that will help you crush your competition to sound like a human being. At some point, many copywriters decided producing copy that sounded strained and robotic would be great. Who’s writing this stuff? And who’s reading this stuff? I don’t know, but I do know that no one is converting.
People prefer to connect with other people, not with robots. That’s why your copy needs to sound like a human wrote it. Here are some specific things you can do to make your writing more personal:
Write the Way You Speak
Use normal words, like the ones you’d use if you were talking to a ten-year old. For example, why use “convivial” if you can use “friendly?”
Use Short Sentences
Break grammar rules if the writing still sounds good and natural.
Be funny.
Use the First Person
Use expressions you’d use in a normal conversation. “Seriously,” “I’m thinking…,” “Wait a second,” “It was crazy,” “Wow,” “It was pretty awesome,” “It’s like…”
7. Use Numbers and Get Specific
The more specific you are, the more believable and persuasive you will be.
Which one of these claims is more persuasive to you?
"Your conversion rates will explode!"
"In the last ninety days, customer conversions have increased by an average of 78.2%."
The second one is far more specific and therefore more believable. Anyone can make blanket claims about awesomeness, but not everyone can cite statistics and detailed metrics.
8. Ask for Readers to Take Action
The final killer technique of a conversion pro is the call to action. You need to ask for conversions to get them. That’s why I suggest you start with the end goal in mind -- and the whole point of your landing page is that conversion. All of your copy should be building up to that conversion.
CTA Copywriting for Maximum Impact
Writing CTA button copy is just as important, if not more so, than the rest of the copy on your page. Remember how I mentioned that CTA buttons are one of the copies people read? It matters. Simple changes in wording can create huge conversion increases.
9. Use Visuals to Complement Your Copy
Images and videos can help your landing pages grab attention. They also play a key role in explaining your product to users. A comprehensive study on the effects of video in marketing by Wyzowl found that 96% of marketers think videos improve users' understanding of their product.
The same study also found that 90% of marketers think videos have helped them generate leads, while 87% think videos increased sales and website dwell time. Google data shows images can be just as useful, with results from a consumer survey showing 50% of online shoppers use images to decide what to buy.
The Power of Visuals in Landing Page Design
The best landing pages aren’t just text-based. They merge landing page copywriting with visual assets to create a mixed-media experience that suits all users.
As you develop your landing page copy, consider where images or videos can draw attention, demonstrate features, or act as social proof.
10. Maintain Message and Visual Continuity From Ad to Landing Page Copy
Ensure you maintain consistency in messaging through all elements of your digital marketing campaign, from ad impressions and email openings to the landing page and lead generation form. It drives more profound engagement with buyers and compels them to move further in their buying journey. Create a cohesive experience for visitors with two simple rules:
Focus on the right audience. While crafting your message, remember your audience persona and talk to that audience throughout your campaign.
Consistent Branding for Effective Marketing
Use common elements like graphic style, fonts, slogans, and logos
Ensure prospects can identify your brand across engagements
Create a seamless transition between ad copy and landing pages
11. Optimize for Organic Search
Landing pages are most associated with paid advertising campaigns, but they can contribute to organic traffic, too. Follow SEO copywriting best practices to maximize your chances of unlocking additional traffic opportunities.
Optimizing with Relevant Keywords
For a landing page, this includes identifying the keywords your ideal customers type into search engines. Once you’ve done this, you’ll want to use these keywords on your landing page, including in the header and body of the text. You’ll also want to use them in the page’s title tag and meta description.
12. Test Run Before Launch
Creating an outstanding landing page is not a one-and-done process; it’s an ongoing journey of refinement and optimization. Before settling on a given landing page design and copy, embark on a test run using A/B testing.
Experiment with different variations of your landing page elements such as:
Headlines
CTA buttons
Color schemes
Length of your copy
Analyze the performance of each version to gain valuable insights into what resonates most with your audience. Then, make data-driven decisions, improving your landing page until you see better results.
6 Examples of Landing Pages With Great Copy
Landing Page Copywriting1. HighriseHQ's Landing Pages
HighriseHQ’s landing pages are significant use cases of these customer testimonials. A key to their successful, high-converting landing pages is placing testimonials front and center, featuring a picture of the customer alongside a quote.
2. Mixmax's Landing Page: Defined Value Propositions
Mixmax has devoted a section of this page to all the features that improve productivity, marked by a subheading that clearly states the value for customers: “Mixmax accelerates email productivity.” But they’ve also got a bunch of cool features that don’t necessarily support that benefit, so they’ve bucketed them under another subheading: “More reasons to love Mixmax.”
3. ExpressVPN's Landing Page
The header is simple, with a headline and subheading featuring easy-to-scan phrases like “VPN,” “just works,” and “#1.”
Further down the page, there’s a guide to getting started with a VPN that’s laid out in three simple steps:
1. Sign up for ExpressVPN
2. Download a VPN app
3.Connect to a VPN server location.
There’s a list of persuasive, scannable benefits like 24-hour live chat support and best-in-class encryption. Plenty of subheadings and bold text ensure users can see the most important points quickly.
4. TeamGantt's Landing Page
TeamGantt uses a specific number to promote the benefits of their product: How effective would it be if they claimed to have millions of tasks scheduled? The number makes a big difference. Customers want specific information about the benefits and specific examples of what they will experience. Specificity is a powerful tool.
5. Wistia's Landing Page: Engaging Users with Videos
The video on this Wistia landing page auto-plays to demonstrate the product features as soon as users land. The video immediately captures your attention, allowing Wistia to support its introductory copy with practical visuals.
6. Good Eggs Landing Page: Turning Features Into Benefits
Good Eggs frames the features of their service as benefits. They don’t just offer delivery—they ensure you’ve got everything you need delivered to your door. It’s not just customer service; it’s customer service you can count on when you need them. Good Eggs speaks to the value these features provide.
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7 Mistakes To Avoid in Landing Page Copywriting
Landing Page Copywriting1. Vague Headlines
Vagueness confuses visitors and causes them to lose interest quickly.
For example, instead of telling visitors you’ll help them “save money,” you might have a headline that says, “Cut Operational Expenses by 25%.” State your main promise or value proposition immediately, and use your audience research to write resonate headlines.
2. Overusing Jargon
Avoid relying too much on niche industry-speak your average visitor may not grasp.
For instance, as a business, you may have “core competencies,” but there’s not much substance behind that phrase. State the specifics instead and share what you do best. Use plain, conversational language that visitors intuitively understand.
3. Mismatched Messaging
Not all visitors will be interacting with your brand for the first time.
B2B decision-makers, for example, are using 10 different channels throughout their buyer’s journey, including:
Social media
Email
In-person or digital events
Create a cohesive user experience on each channel to build brand recognition and ensure consistent messaging. For example, use a similar tone and language across your LinkedIn company page, marketing campaigns, and web pages. Get more tips for your B2B landing page here.
4. Including Multiple Offers
Stick to promoting one core product/service per page.
For instance, if your company offers a suite of software products, create a separate landing page for each one. Too many competing offers overwhelm visitors and cause confusion that leads them to leave the page. Simplify and direct attention strategically.
5. Overpromising
Make genuine claims backed by results and avoid exaggerated promises.
For example, don’t write in absolutes, like saying a customer will “never” experience a particular problem again. Everything you talk about on your landing page should align with the reality of what the potential customer can expect.
6. Weak Call to Action
You know what you want your target audience to do on your landing page, but if you don’t clarify what’s in it for them, they won’t click. Try tapping into language that promotes urgency and highlighting your unique value proposition.
For example, “Download Report” isn’t as compelling as inviting visitors to click by having a CTA like “Get Your Free Report Now.”
7. Failing to Optimize
Creating a landing page doesn’t end with copy and design. Make sure the page looks good across all devices and screen sizes to provide an experience that aligns with conversion rate optimization trends like personalization and fast loading times. Then, CRO audits should be conducted regularly to find opportunities for improvement.
For example, if people drop off once they get to a form, try changing or shortening the fields.
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MagicUI is a free and open-source UI library designed specifically for design engineers. It offers a collection of over 20 animated components built with React, TypeScript, Tailwind CSS, and Framer Motion.
This library provides a range of visually appealing and interactive elements that can be easily integrated into web applications, allowing users to create stunning user interfaces with minimal effort.
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MagicUI components are highly customizable, enabling seamless adaptation to match desired branding and design requirements. With a focus on animation and a design-centric approach, MagicUI aims to bridge the gap between design and development, empowering users to craft captivating digital experiences.
Pro Templates for High-Converting Landing Pages
Along with the free component library, MagicUI Pro offers a solution to save time and create beautiful landing pages that convert visitors into customers. By leveraging their templates, users can effortlessly create a professional website that attracts and retains visitors.
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