8 Must-Have Tips for Writing Landing Page Copy That Converts

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Conversion copywriters -- nan group who constitute landing page transcript that converts readers and delivers income -- are awesome quality beings. Their penning pulls successful readers, generates conversions, and yet produces buckets of cash.

Landing page

Wouldn't you for illustration to person that skill?

There's bully news here: It’s only partly skill. The remainder is conscionable method -- method that you tin study and master. You -- yes, you! -- can unleash nan aforesaid wizard-like conversion transcript powers, arsenic agelong arsenic you understand nan techniques that are astatine play.

Click present to study champion practices for optimizing landing pages and generating  much leads.

You see, conversion is very overmuch a subject of nan mind -- really your prospect's mind processes information, makes decisions, and decides to convert. In this post, I'll picture 8 penning techniques that are proven to work. After putting your clip and resources into generating traffic, here’s really you tin move postulation into gross by creating transcript for illustration a conversion pro.

Here are nan tips we'll cover:

  1. Use customer testimonials
  2. Emphasize nan benefits, not nan product/service
  3. Spend clip penning a slayer headline
  4. Keep your penning simple
  5. Write for illustration a human
  6. Use numbers and get specific
  7. Ask for readers to return action
  8. A/B trial your copy

8 Tips for Writing Great Landing Page Copy

1) Use customer testimonials.

One of nan astir powerful conversion transcript techniques is not astir penning astatine all; it’s astir letting happy customers constitute your transcript for you.

Testimonials nutrient conversions for illustration thing other can. It’s intolerable to constitute transcript arsenic bully arsenic your customer. Why? Because bully transcript depends connected nan source, not conscionable nan style and substance. Testimonials are compelling because they show nan customer what she will acquisition if she uses your merchandise aliases service.

HighriseHQ’s landing pages are awesome usage cases of these customer testimonials. A cardinal to their successful, high-converting landing pages is that they spot testimonials beforehand and center, featuring a image of nan customer alongside a quote.

Ex1 Highrise

Now, return a look astatine 1 of Zoosk's landing pages, wherever astir of nan transcript is testimonials:

Ex2 Zoosk

Most landing pages that do good person testimonials somewhere connected nan page, but ConversionXL uses a testimonial arsenic their headline:

Ex3 ConversionXL

Remember, your champion conversion writers are your customers. Let them speak for themselves -- societal impervious is simply a powerful summation to your copywriting and trading strategy.

2) Emphasize nan benefits, not nan product/service.

One of nan astir important lessons I've learned successful online trading is that customers don’t really attraction astir your products aliases services -- successful different words, they don't attraction astir nan "solution" you're trying to waste to them. A group of Harvard researchers conducted a study of 1,400 B2B customers successful a assortment of different fields, and concluded we've reached “the extremity of solution sales.”

Traditionally, income was predicated connected nan “solution-selling method.” According to this method, “salespeople are trained to align a solution pinch an acknowledged customer request and show why it is amended than nan competition’s.”

That attack isn’t moving anymore for 1 very elemental reason: Customers already cognize nan solution they’re looking for. They are tin of learning virtually thing acknowledgment to nan net and hunt engines. In fact, not only do customers know nan solution, they besides cognize nan features they are looking for, nan requirements nan merchandise must meet, and a benchmark pricing.

If you are pitching only your solution, you’re not giving your customers what they request and want. You request to transportation benefits. It’s okay to mention your solution, because that’s a awesome to nan customer that he aliases she is successful nan correct spot -- but don’t push that solution. Instead, push nan benefits.

Let's look astatine an illustration from Unbounce, who successfully emphasizes nan benefits of their merchandise connected this landing page: "Without IT"; "build a high-converting landing page now"; "we've doubled and tripled conversion rates."

Ex4 Unbounce

GetACopywriter.com leads pinch benefits successful their landing page, pictured below. Their perfect customers are looking for copywriters, truthful they simply transportation nan benefits of getting a copywriter through their service.

Ex5 GetACopywriter

Jaybird, a institution trading high-end Bluetooth headsets, uses a landing page that exclusively talks astir benefits. There is very small connected present astir solutions. What sets nan Bluebuds isolated from everyone other is nan benefits.

Ex6 JoyBird

Benefits trump solutions each time. If you want to return your copywriting to nan adjacent level and summation conversion rates, put customer benefits at nan forefront of your trading efforts.

3) Spend clip penning a slayer headline.

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This isn’t nan champion news you’re going to publication each day, but personification needs to opportunity it. People don’t meticulously publication your landing page copy. They scan, they skim, and they let their eyes to flitter crossed nan page, but they don’t (usually) publication each word.

So, what's a copywriter to do? Go find a occupation wherever personification really appreciates our difficult work?

No. We accommodate to nan customer and nutrient transcript that will compel them to person successful spite of their skimming habits. Here’s what customers do salary attraction to:

  • The headline.
  • The subheadline (usually).
  • The pictures.
  • CTA buttons.

After that, customers whitethorn aliases whitethorn not publication nan following:

  • Major conception headings.
  • Bullet points.
  • Short paragraphs.
  • Image captions.

That should springiness you an thought of what to attraction connected arsenic you constitute your conversion copy. The astir important portion of contented is nan 10 aliases 15 words successful nan headline. Focus connected and nail that, and you’ll person travel a agelong way. To thief person nan "non-readers," you should:

  1. Make your header big, strong, and clear.
  2. Use a compelling subheadline that pushes your product’s benefits.
  3. Show ample pictures that show nan benefits of your products and explicate your message.
  4. Use beardown transcript successful your CTA.
  5. Break your transcript up into awesome sections, led by a header pinch ample type.
  6. Use slug points to talk benefits of your product. Short slug points. Not agelong ones.
  7. Use short paragraphs, alternatively than agelong blocks of text. Any paragraph complete 5 lines agelong tin beryllium difficult to digest.
  8. Use captions connected your images.

4) Keep your penning simple.

The champion conversion transcript you’re going to publication will travel successful nan adjacent 2 words: Be simple.

You whitethorn beryllium arsenic bully of a writer arsenic Stephen King aliases J.K. Rowling, but that doesn't matter truthful overmuch because literate prowess is useless successful conversion copy. Your astir powerful penning accomplishment is simplicity. Simplicity sells.

Take Optimizely, for example. They nutrient immoderate of nan astir superb landing pages ever created for their clients, but return a look astatine their ain landing page:

Ex7 Optimizely

Is that it? Yes, yes it is. And it's very effective. Why? Because it’s truthful incredibly simple. Let’s sojourn different landing page work -- Get Response. Here is their landing page:

Ex8 GetResponse

Simplicity again. Did whoever wrote those landing pages sit astir for hours brainstorming, testing, tweaking, opinionated successful beforehand of a achromatic committee pinch a fistful of colored markers, thumbing done a thesaurus, taking agelong walks successful nature, and meditating connected nan meaning of life successful bid to nutrient specified superb simplicity?

Nope. They conscionable wrote the simplest, astir clear statements they could.

But simplicity doesn't mean replacing productivity pinch meaningless buzzwords. ConversionXL created a list of words that marketers should do their champion to debar -- these are phrases that you don’t want to use:

  • "On-demand trading software"
  • "Integrated solutions"
  • "Flexible platform"
  • "World leader"
  • "Once-in-a-lifetime opportunity"
  • "Changing nan measurement X is done"
  • "Paradigm shifting"
  • "Exceeding customer expectations"

(Click present for even more cliché trading taglines you should avoid.) Those clichés don’t activity anymore -- you request to support it simple. Here are a fewer tips for keeping your landing page transcript simple:

  • Use a elemental condemnation structure.
  • Keep sentences short.
  • Use short words. Short words are easy to understand and skim.
  • Don’t get fancy pinch your wording.
  • Be clear and succinct. Use nan astir basal words to picture what you’re trying to say.

If you tin beryllium simple, you tin constitute awesome conversion copy.

5) Write for illustration a human.

There’s different method that will thief you crush your competition: Sound for illustration a quality being.

At immoderate point, a bunch of copywriters decided it would beryllium awesome to nutrient transcript that sounded strained and robotic. Who’s penning this stuff? And who’s reference this stuff? I don’t know, but I do cognize that nary 1 is converting connected it.

People for illustration to link pinch different people, not pinch robots. That’s why your transcript needs to sound for illustration a quality wrote it. Here are immoderate circumstantial things you tin do to make your penning much personal:

  • Write nan measurement you speak.
  • Use normal words, for illustration nan ones you’d usage if you were talking to a ten-year old. For example, why usage “convivial” if you tin usage “friendly?”
  • Use short sentences.
  • Break grammar rules if nan penning still sounds bully and natural.
  • Be funny.
  • Use first person.
  • Use expressions you’d usage successful a normal conversation. “Seriously.” “I’m thinking…,” “Wait a second.” “It was crazy.” “Wow.” “It was beautiful awesome.” “It’s like…”

Ramit Sethi, a individual finance advisor, entrepreneur, and writer of nan celebrated blog "I Will Teach You To Be Rich," has pinch sky-high conversion rates and a powerful individual style. His blogs publication for illustration a individual email to a champion friend. He doesn’t moreover mind tossing successful a connection aliases 2 that he would usage if he was hanging pinch his buddies. Check retired this excerpt from one of his blog posts:

Ex9 RamitSethiBlog

Try to get yourself distant from nan thought that you’re penning “copy,” and deliberation of it much arsenic a conversation. If you do that, you’ll constitute better. You’ll sound for illustration a human. Your conversion rates will spell up.

6) Use numbers and get specific.

The much circumstantial you are, nan much believable and persuasive you will be. Which 1 of these claims is much persuasive to you?

  • "Your conversion rates will explode!"
  • "In nan past ninety days, customer conversions person accrued by an mean of 78.2%."

The 2nd 1 is acold much specific, and truthful much believable. Anyone tin make broad claims astir awesomeness, but not everyone tin mention statistic and elaborate metrics.

Let's return a look astatine an example. Check retired this landing page example from TeamGantt. They usage a circumstantial number to beforehand nan benefits of their product:

Ex10 teamGantt

How effective would it beryllium if they claimed to person “millions of tasks scheduled?” The number makes a large difference. Customers want to person circumstantial accusation astir benefits customers are seeing, and they want circumstantial examples of what they will experience. Specificity is simply a powerful tool.

7) Ask for readers to return action.

The last slayer method of a conversion pro is nan call-to-action. If you don't inquire for conversions, you won't get them. That’s why I propose that you commencement pinch nan extremity end successful ind -- and nan full constituent of your landing page is that conversion. All of your transcript should beryllium building up to that conversion. Don't beryllium shy!

Similarly, penning CTA fastener transcript is conscionable arsenic important, if not much so, than nan remainder of nan transcript connected your page. Remember, really I mentioned that CTA buttons are 1 of nan transcript that group really read? It matters. Simple changes successful wording tin create immense conversion increases, for illustration successful this example:

Ex11 QuickSprout

For much ideas connected CTA transcript that drives clicks, check retired these 14 real-life examples of awesome CTA copy.

8) A/B trial your copy.

HubSpot dashboard showing landing page analytics

Get started pinch HubSpot's free landing page builder

A bully conversion transcript writer isn’t conscionable penning -- you’ve sewage to beryllium testing, too. How other will you cognize what benignant of penning converts higher aliases little for your audience?

There are each kinds of A/B tests you tin do connected a landing page -- images, placement, flow, layout, etc. Usually, however, nan biggest gains travel from changes successful nan copy. If you want to summation higher and higher conversion rates, you’ll request to beryllium testing your transcript on pinch nan different elements of your landing pages.

Don’t expect to deed a homerun connected your first at-bat. You will win by carefully, methodically, and intentionally testing each variation. Here are immoderate of nan things you tin test:

  • Headline variations
  • Subheadline variations
  • CTA copy
  • Lists of benefits

Test mini things, too, A azygous connection alteration successful nan header could make a immense effect successful your conversion rates. You won’t cognize unless you trial it out. (Don't cognize really to tally an A/B test? Click present to learn.)

You tin usage HubSpot's free landing page builder to trial page variations against each other. 

Get Started With Writing Landing Page Copy

All successful all, boosting conversion rates starts pinch slayer copy. A full batch depends connected nan words that you type pinch your keyboard. Thankfully, it’s not immoderate insurmountable task -- anyone tin study really to do it. With nan correct copywriting techniques firmly successful place, you tin execute higher conversion rates.

What techniques do you usage to constitute your conversion copy?


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