If you want your website or landing page to drive more actions, like sign-ups, downloads, or sales, you need to write copy that’s on point. In this tutorial, we’ll talk about how to write landing page copywriting that optimizes conversions and encourages visitors to take specific actions. Let’s get started.
1. What is Landing Page Copywriting?
Before diving into the writing process, let’s get clear on a couple of terms.
- Landing page: A specific webpage designed to guide visitors toward a single goal, like filling out a form, downloading an e-book, or making a purchase.
- Copywriting: The art of writing text that persuades people to take a particular action.
So, landing page copywriting is about combining both—writing persuasive text that encourages visitors to take the action you want them to.
2. Define Your Page Goal Clearly
Before you start writing, make sure you know exactly what you want to achieve with the page. The goal should be specific, like:
- Sign-up for a newsletter
- Download a free e-book
- Purchase a product
- Register for a webinar
Once you know the goal, make sure every element on the landing page supports that goal. All text, images, and other elements should guide visitors toward one main action.
3. Create a Catchy and Clear Headline
The headline is the first thing visitors will see. So, it needs to grab their attention in the first few seconds.
Pro tips:
- Make your headline directly explain the benefit. For example:
“Get a Free E-book on Digital Marketing in 5 Minutes!” - Avoid vague or overly long headlines.
- A good headline delivers the exact message visitors are expecting.
4. Write a Subheadline That Complements the Message
After the headline, the subheadline gives more details about what visitors will get.
Example Subheadline:
“Sign up now and learn marketing techniques that can immediately boost your online sales.”
The subheadline should strengthen the message of the headline and provide additional clarity without overwhelming visitors with too much text.
5. Focus on Benefits, Not Features
Many people make the mistake of focusing on the features of their product or service. But what you really need to highlight are the benefits for the visitors.
Example:
- Feature: “This e-book covers various marketing strategies.”
- Benefit: “Learn how to boost your sales with proven marketing strategies.”
Always ask yourself, “What will the visitor get out of this if they take action?” Focus on how your product/service can solve their problem.
6. Use Social Proof and Testimonials
People are more likely to take action if they see that others have done the same. This is called social proof. Here’s how you can add it:
- Testimonials from happy customers.
- Logos of companies or media that have used your product.
- Number of users who have already joined (e.g., “Over 1,000 people have downloaded this e-book”).
Social proof helps build trust and encourages visitors to make a decision.
7. Strong, Clear Call-to-Action (CTA)
Once you’ve explained the benefits and added social proof, don’t forget to include a Call-to-Action (CTA) that’s clear and compelling.
Some effective CTA examples:
- “Sign Up Now”
- “Download Your Free E-book”
- “Shop Now and Get 20% Off”
CTA Tips:
- Use active verbs.
- Make the CTA stand out with contrasting design.
- Include a sense of urgency, like “Now” or “Today”.
8. Optimize Your Form (If You Have One)
If you’re using a form for sign-ups or registration, keep it short and sweet!
Long forms can overwhelm visitors, making them less likely to fill them out. Only ask for the essential information, like name and email, to make it easy for them to sign up or download.
9. Focus on Speed and Clarity
Your page design should be simple and not cluttered. Make sure visitors can easily find what they need without getting lost or confused about where the CTA button or form is.
Optimize page speed: Ensure your page loads quickly, as visitors will bounce if it takes too long. Use high-quality but lightweight images, and make sure all technical elements are working smoothly.
10. Test and Improve (A/B Testing)
Once your landing page is live, don’t forget to do A/B testing. This means you’ll test different versions of your landing page (like different headlines or CTAs) to see which one gets the best conversion rate.
And that’s it! These are the steps to writing landing page copywriting that drives conversions. Remember, the key is to focus on the benefits and encourage action with a clear CTA. Keep testing and tweaking to make it better and better.
Need help with writing your landing page copy? If you’re looking to take your landing page to the next level and boost those conversions, I can help! I offer professional website copywriting services that are tailored to your business goals. Let’s work together to craft a compelling message that converts visitors into customers.