15 Landing Page Copywriting Tips to Boost Your Rates and Results

Landing pages play a vital role in converting traffic into sales.

If you’re just starting out with this process, we’ve got a great article about How to Build a Landing Page That Converts that you should check out! 

That said, effective landing page copy is a huge component of your overall success.

So if you’ve got no idea where to start, here are 15 copywriting tips!

1) Write for the target customer, not yourself.

What does this mean? There’s a difference between what your customer wants to know and what you think they should read about you.

Don’t get hung up talking about your accomplishments, awards, and expertise; what are the questions they have? What are the problems they are facing? And most importantly…

2) Be sure to answer the difficult question: “Why should they choose you?”

If they don’t understand why they should choose you, then why would they?

Including the answer in your landing page copy is important for two reasons. First, it helps you identify what makes your company unique from your competitors.

Second, it works to reassure your audience that you’re the one they should trust to solve their problem. 

3) Back up your service or product with numbers.

You can write the most gorgeous sentences about your company, but members of your audience won’t always believe you.

That’s where data comes in to serve as proof. Statistics are a great addition to landing page copy and can often be the nudge that an uncertain customer needs!  

4) Use keywords.

Adding relevant keywords to your landing pages helps both users and search engine crawlers understand what your page is all about.

Not sure what keywords are right for you? Check out Google Keyword Planner for some insights. 

5) Avoid jargon.

Jargon is one of the worst things you can do when writing for your landing page.

Jargon is a term used to describe words that are difficult for non-experts to understand, and if you use too much, visitors may think your product is complicated and difficult to understand.

If you’d have to explain a term to someone who isn’t in your field, don’t use it! 

6) Include customer testimonials.

You can talk all you want about how great your product or service is, but people always want to hear from real customers who had positive experiences.

For landing pages especially, testimonials are great for establishing credibility and trustworthiness, which increases conversion rates. 

7) Hit on pain points first…

If you don’t know why someone would want to use your product or service, then you’re missing out on one of the best ways to convert prospects into customers.

Pain points are important for conversion rate optimization because they help users understand the problem they need to be solved. 

8) …then go into the selling proposition. 

A sales proposition is a short statement that describes what you do, why you’re different from other competitors, and how you’ll help them solve their problems.

The goal of a sales pitch is to convince visitors to complete an opt-in form, join an email list, or place an order!

9) Keep it short.

Too many companies believe they need long detailed copy on their landing page that fully describes their offer.

In fact, if you want to convert visitors into leads, you must provide them with information that answers all their questions about your product or service as quickly as possible.

Long paragraphs tend to confuse or bore readers, and they won’t always choose to read the whole thing! 

10) Keep it simple.

Did you know that most people are reading at an eighth-grade level?

That means using big words and complex sentences might look impressive, but they can confuse visitors, which is the last thing you want them to be experiencing.

Instead, write the same way you’d talk to someone in person. Not only is this kind of language easier to understand, but it’s also more effective!

11) Use bullet points in place of paragraphs.

Bullet points help users scan through long pages quickly and allow for better readability and comprehension. 

They also allow for easy skimming when reading text on mobile devices!

12) Write persuasive headlines.

The first thing visitors notice when they land on your website is the landing page headline, and that’s what helps users decide whether to read the rest of the landing page.

If the headline is interesting, then the reader may be interested in reading the entire piece.

However, if the headline doesn’t grab attention, then the reader may skip right past the headline and move on!

The best headlines use alliteration, rhyme, repetition, and other techniques to increase reader engagement. 

13) Don’t be afraid to use urgency.

Urgency works well for getting visitors to act quickly. If you want them to click through to your website immediately, then urgency is a great way to do it.

The best example of this is when you’re trying to sell something like a product or service. When someone wants to buy something with an outstanding value proposition, they’ll often be willing to pay more money for it.

14) Make sure you have clear calls to action (CTAs) throughout. 

It might seem obvious that your customer’s natural next step should be to purchase your product or sign up today, but never assume!

And on that note: 

15) Get specific with your CTA copy.

You can do better than ‘click here.’ Think about how you can provide specific details on the next step your user should take: “Download your Free Guide Today” or “Start Your Free Trial.” 

Need some additional help? Check out some of our other articles:

How Quizzes Can Boost Your Landing Page Conversion Rate 

Landing Page Underperforming? Check Your Offer. 

WordPress vs Unbounce: What’s Best for Landing Pages?

Or reach out directly to our landing page experts!