Landing pages are a critical touchpoint in converting visitors into leads. Whether your goal is to get users to sign up for a newsletter, download a resource, or purchase a product, effective landing page copy can be the difference between high and low conversion rates.
This article will take you through actionable strategies for creating landing page copy that not only captures attention but also drives meaningful action.
Your headline is the first thing users see, and it needs to immediately communicate why they should care. An effective headline sets expectations and encourages visitors to keep reading. A common mistake is to make the headline about your business or product rather than the value the visitor will get.
Headlines need to strike a balance between being concise and delivering value. You have a few seconds to make an impression, so avoid vague or overly clever phrases that don’t offer clear information. Focus on outcomes or transformations. If visitors know what’s in it for them, they’re more likely to engage.
The first example is vague—it tells users what the product is but not why they should care. The second headline is action-oriented, offering a clear, tangible benefit that the user can understand immediately.
Users come to your landing page with problems they need solved. To resonate, your copy should directly address these pain points and offer your product or service as the solution. Visitors should feel like your page is speaking directly to them and their specific situation.
The best landing pages align with the user’s intent. Whether they're looking for ways to automate a process, save money, or improve efficiency, your copy should speak directly to these needs. This also helps build relevance in search engines, as addressing common questions or pain points naturally aligns with how users search.
Instead of “Our software automates tasks,” use “Frustrated with manual data entry? Our platform automates your workflow, saving you hours each week.” This approach addresses the visitor’s frustration and offers a solution, making it far more relatable and impactful.
Simplicity doesn’t mean dumbing down your message—it means presenting it in a way that’s easy to digest. Users don’t have time to wade through jargon or overly technical descriptions. Your goal is to present value quickly and in a way that’s easy to understand.
Attention spans are short, so the copy needs to be concise while delivering key information. Break down complicated concepts into clear, digestible pieces. If you can, avoid technical terms that the reader might not understand—unless your audience is already highly specialized.
People trust what others say about you more than what you say about yourself. Social proof—whether through testimonials, reviews, case studies, or client logos—demonstrates that others have already had success with your product or service, which helps alleviate doubt and builds trust.
Every landing page should have a single, clear purpose. If your page tries to do too much—offer too many options, links, or distractions—it can overwhelm visitors and decrease conversions. A landing page is not the place to showcase your entire website.
Keep the focus narrow and laser in on one goal—whether that’s getting users to sign up for a newsletter, download an eBook, or make a purchase. Extra links, navigation bars, or irrelevant CTAs only serve to take visitors off the path you want them to follow.
A good CTA drives action. Vague CTAs like “Submit” or “Learn More” don’t give visitors a clear sense of what they’re getting. Your CTA should reflect what the visitor is going to achieve or receive by clicking. A CTA should be a natural continuation of the copy. If you’ve framed your copy around the user’s needs, the CTA should offer them the solution they’re seeking, with clear, actionable language.
Even small changes to your landing page copy can lead to big improvements in conversion rates. Testing different headlines, CTAs, or even the length of your copy allows you to continually optimize your page. A/B testing is the best way to identify what works. For example, you can test a more casual headline against a more formal one, or a longer CTA versus a shorter one. The insights you gain from these tests will help you refine your copy over time.
Creating effective landing page copy isn’t about following a template—it’s about understanding your audience’s needs, addressing their pain points, and guiding them toward action. By focusing on clarity, trust, and simplicity, and continuously testing and refining your copy, you can dramatically improve your conversion rates.
Ready to improve your landing page and drive more conversions? Schedule a consultation with the experts at Titicus Agency to see how we can help you turn visitors into customers.