Writing killer sales landing page copy is no easy task. So we asked the best of the best to share their top tips.
The best copywriters write with two things in mind: their audience and the action they want their audience to take.
That means great writers adjust their copy for each marketing channel. While many of the writing techniques and strategies are similar, writing a landing page that converts visitors into subscribers is not the same as writing an email, social copy, or a blog post.
To help you write high-performing content for your landing pages, we asked professional copywriters to share their best writing tips.
Check out what they had to say.
Landing page copy should help people solve their frustrations and achieve their aims.
Henneke Duistermaat, Founder of Enchanting Marketing
What I see going wrong most often on landing pages is that we’re so focused on what we want to sell, that we forget to explain WHY people may want to buy it.
So, always start with sneaking into the mind of potential buyers:
- What problem do they want to escape? How does that problem make them feel?
- What aim do they want to achieve? How will that improve their lives?
A product bridges the gap between where people are right now and where they want to be. For instance, someone might buy a course to improve their LinkedIn skills because they feel they’re wasting too much time achieving nothing (that’s their frustration) and they want to get more interaction and quality business leads (that’s their aim). The landing page should describe what people will learn so they can solve their frustrations and achieve their aims.
When you align your offer with what web visitors want to achieve (and when you do so using their words), it becomes much easier to increase conversions.
Always remember: People don’t buy a product, they buy a better life.
Related: Find out how to use your audience’s words in your writing.
Clarity will always beat complexity.
Amy Woods, Founder of Content 10x
Jargon and buzzwords sound smart, but do they sound like something an actual human would say – or buy? Would you hire a gardener or a grassland cultivation and management disruptor?
The best businesses sell their products and themselves in simple words.
Going into detail and using industry-specific language is not a sin – it’s just that you need to find the right place to do so. Your landing page needs to be laser-focused on what you do, who you do it for, and very importantly what problem you solve.
This means focusing on the end-state, not the processes and features. A gardener doesn’t sell 2 hours of horticulture, they sell a beautiful garden for you to enjoy and show off to your neighbors.
To make this clear you need to have ONE simple call to action – and make it fun! “Make My Garden Beautiful”, not “Enquire”.
Ask someone who’s never heard of your business before to look at your landing page and see if they can tell you those three essential points after 5 or 10 seconds of reading: what you do, who you do it for, and what problem you solve. – Read more