The landing page copy – 5 best practices that you need to know

A landing page is an essential component of any promotion or advertising for every business. This is where you will direct your leads and future customers to complete a single action, such as buying a new resource or signing up for a service. In order to see conversions from your landing page, you’ll need to know the landing page copy best practices. We’ve compiled a few for you to get started.

1. Speak to your ideal persona

You will often hear that you need to write for your audience, but what does that really mean? Grasping this concept can be tricky, but knowing where to start makes it much easier. For your business, you are likely to have a target audience and hopefully a couple of buyer personas. This is a great place to start when writing a landing page. 

Some of the things you will need to consider are:

  • What your personas pain points are
  • How your offer solves those pain points
  • how they would prefer this information to be given to them (i.e. video form or written) 
  • what style of language they use

When presenting your product or service, you need to be aware of the language you are using with your audience. Are your personas highly educated in the field you are promoting to them? Do they understand highly technical jargon? Or would it be best to speak to them in more layman terms to ensure they understand what you are offering? Without taking the time to step back and look at the language you are using, you risk speaking too technically to those who won’t understand, or too basic for those you need to show your expertise to. 

2. Don’t just write about your problem 

The people who view your landing page will generally know that they have a problem which needs solving. With this in mind, they don’t want to just hear about their problems again- they want to know what solutions you offer and if that solution would work for them.

When writing your landing page, try to focus on the benefits of the product or service you are offering rather than its features. Look at these benefits holistically- how does it impact the customer in a practical and emotional way. For example, would it free up their time (practical) and reduce their stress levels (emotional)? This links back to think about your buyer persona. Think about what pain points they have and put yourself in their shoes for how solving a particular problem would feel for them. Or the impacts that solving these issues might have on their lives. If you can frame your offer to have great advantage for those who will use it, then you are likely to see more conversions. 

3. Try to answer the biggest objections

After you have considered and communicated the benefits to your audience, now think about what their objections might be to using your product or service. This could be regarding the value it would bring to justify a high price point, or free tools and training if it is complicated to use. 

By addressing these objections and countering them, you reduce the chance of a customer talking themselves out of converting. 

Knowing why people might decide not to convert is vital, not only for your landing page copy but also for any advertising that you may put out. This will also help you create FAQs for the service or product, and help with customer service. 

4. Shout about your USPs for this product/service

When developing your offer, you probably looked at what set you apart from the competition. This could be a difference in price or what services are offered for instance. Being able to tell the customer why they should choose you over others. 

However this should not be a blatant “THEY do this, but WE do that”. Instead, make a fuss of your unique selling points in your copy and raving about the positive points that are unique to you. This shows your customers that the

5. Be clear in your call to action

One of the simplest ways to write landing page copy that converts, is to show the customers how to convert. They don’t want to go to a landing page and not know what they need to do to get that amazing offer you’re promoting. 

Make the call to action as clear as possible by making sure there is only one. If you are offering a downloadable resource, talk about downloading that specific and not signing up to a different service. 

Use concise, but informative language when labelling the call to action. Don’t just use single phrases like ‘download’ or ‘watch now’ but instead include what they receive in the call to action to remind them what they will be getting. For example, using the phrase ‘download this ebook now’ will see more conversions than just ‘download’. 
If you need help with writing, or even creating, your landing pages, get in touch to discuss how we can help you. Alternatively, check out our landing page service for more information.