8 Steps To Write A Landing Page Copy That Converts [2025]

Writing a landing page that actually makes people click “buy” or “sign up” isn’t easy.

When we worked on our first WPFunnels landing page, we went through a lot of trial and error—testing headlines, rearranging sections, even cutting out things we thought were “must-haves” but were actually distractions.

That’s when I realized the copy is what truly makes or breaks conversions. And it’s worth getting right because businesses with 10–15 landing pages see a 55% increase in conversions.

If you’ve ever wondered why some landing pages feel effortless and persuasive while others just feel like a wall of text, this guide will clear it up.

I’ll walk you through the exact steps I use (and have seen work in real campaigns) to write landing page copy that grabs attention, keeps people reading, and nudges them toward action without sounding salesy or pushy.

Let’s start!

What Is a Landing Page Copy?

Landing page copy is the text written specifically to guide visitors toward a clear goal—whether that’s making a purchase, signing up, or another action. Unlike regular website pages, landing page copy is focused on persuading a targeted audience to take that next step.

That blog’s text is landing page copy because it’s crafted to convert visitors into customers.

What’s the Core Purpose of a Landing Page Copy?

The main job of landing page copy is to drive action. It’s written to lead prospects through the information they need while encouraging them to complete a specific goal like enrolling in a course or downloading an ebook.

Two things set landing page copy apart:

• It’s often the first page visitors see that introduces them to a product, service, or topic they’re interested in.
• Its words are designed to persuade visitors to take action that supports your marketing objectives.

So, you don’t need just one landing page copy on your site. You can have different versions for every product, service, or even specific feature you want to promote.

What Are The Benefits of Writing Persuasive Landing Page Copy?

Here’s how writing persuasive landing page copy benefits you:

• Connects with Your Audience: Persuasive copy helps you address your visitors’ needs directly, using a benefit-oriented headline and well-planned copy to make them feel understood and engaged.

• Increases Conversions: By focusing on attention-grabbing headlines and action-oriented landing page copy, you can boost your landing page conversions and achieve your goals more effectively.

• Enhances Brand Voice: Effective landing page copywriting ensures your brand voice is consistent and compelling. It makes your message resonate with your audience.

• Simplifies Decision-Making: Using a clear information hierarchy and benefit-focused headlines guides visitors smoothly through your landing page framework. It reduces confusion and makes decisions easier for them.

• Optimizes Performance: Implementing best practices and analyzing landing page copy examples helps you create the highest-performing landing pages. It also leads to better results and more successful landing page challenges.

By implementing copywriting and applying these insights, you’ll see significant improvements in your landing page design and overall effectiveness.

By the way, copywriting and technical writing are two different things.

Now, in the next section, let’s explore the primary elements of landing pages.

What Are The Primary Elements of a Landing Page Copy

Now that you understand what a landing page is and its benefits, let’s talk about the primary elements of a landing page and the importance of compelling copy.

Let’s not go too far; I am using the WPFunnels as one of the ideal landing page examples to illustrate these elements.

i. Headline and Subheadline

The first thing visitors see is the headline. It should be clear, and concise, and highlight your unique selling proposition (USP). The subheadline provides a bit more detail and supports the main headline.

A compelling headline grabs attention and encourages visitors to stay and learn more, setting the stage for a successful landing page copy.

ii. Visuals and Media

High-quality images or videos are a must as they grab attention and make the page visually appealing. WPFunnels uses clear and appealing visuals to catch the visitor’s eye immediately.

Compelling visuals work hand-in-hand with the copy, enhancing the overall message and making the content more engaging.

iii. Benefits and Features

Outline the benefits of your product or service. Focus on what your product can do for the customer rather than just listing features.

WPFunnels highlights key benefits that help users understand the value they get. Your copy should convey these benefits to persuade visitors. It makes the landing page more effective.

iv. Call to Action (CTA)

Your CTA should be prominent and clear. It tells visitors exactly what you want them to do next.

For example, WPFunnels uses CTAs like “Get WPFunnels Now” to guide users toward taking action. Effective copy makes the CTA irresistible and easy to follow, driving higher conversion rates.

v. Social Proof

Including testimonials or reviews from satisfied customers can build trust. WPFunnels includes testimonials from real users to show the positive impact of their product.

Your copy should incorporate these elements to add credibility and persuade visitors. It enhances the overall effectiveness of the landing page.

vi. Supporting Information

Provide any additional information that supports your main message. This could be detailed descriptions, specifications, or comparisons.

WPFunnels offers detailed explanations of its features and benefits to keep visitors informed. Compelling copy ensures this information is easy to read and understand. It also helps to convince visitors of your product’s value.

vii. Form or Conversion Point

If your goal is to collect leads, your landing page should have a lead capture form. Make sure it’s easy to fill out and not too intrusive.

WPFunnels includes simple forms to capture visitor information. The copy should guide visitors smoothly to this point, making it easy for them to take action and increasing the chances of conversion.

viii. Mobile Optimization

Ensure your landing page is mobile-friendly. A significant number of users will access your site from their mobile devices.

WPFunnels’ landing page is optimized for mobile. It also ensures an easy experience across devices. Your copy should be concise and readable on smaller screens, maintaining its effectiveness regardless of the device.

So, you know the primary elements of a successful landing page.

Now I’ll show you the steps to writing compelling landing page copy.

8 Steps for Writing Landing Page Copy That Converts

Writing landing page copy that truly connects with your audience and drives conversions isn’t accidental. It takes focus and a clear plan.

Let’s use a simple example to walk through these steps: imagine you’re creating a productivity course aimed at busy professionals.

Step 1- Research Your Audience

The first step is getting to know exactly who you’re talking to. You can’t write landing page copy that clicks unless you understand your target audience’s real struggles and what benefits they care about most.

So start by digging into-

• What’s keeping your ideal customers up at night?
• What are their biggest pain points?
• What kind of solutions are they actively searching for?

You’ll want to highlight these pain points clearly in your copy, showing you get their challenges. Then, connect those to the benefits your course delivers — like mastering time management, learning simple hacks to boost focus, or creating routines that stick.

To find these insights, try surveys, ask questions in relevant Facebook or LinkedIn groups, scan forums like Reddit, or observe how successful competitors talk to the same crowd. This research becomes the foundation for everything you write.

Step 2- Define Your Unique Selling Proposition (USP)

Now that you know your audience inside out, the next step is to pinpoint what makes your offer stand out. Your USP is the one core thing that makes your product different and more valuable than anything else out there.

Even if your productivity course covers common topics, what’s the one feature or approach that your audience can’t get anywhere else? Maybe your course is the only one offering a personalized time-blocking planner tailored to busy parents, or it includes live weekly coaching calls to keep students accountable.

Pick that one standout element and make it front and center on your landing page. The first thing visitors should see is how you solve their problem in a way no one else does. Everything else in your copy flows from this core message.

When we launched WPFunnels, our USP was “visual drag-and-drop funnel building.” Our entire landing page revolved around showcasing how easy and flexible it made the funnel creation process. Find your USP, and build your copy like that.

Step 3- Plan A Proper Landing Page Structure with Framework

Once you know your USP and the main target audience, you can then plan what type of landing page you want to create.

Depending on that, you have to define the outline and prepare the landing page copy structure.

To help you out with this, the following are 3 frameworks that can help you prepare a well-planned landing page copy that gets you more results than you normally would.

1. The StoryBrand Framework

The Storybrand Framework is an amazing landing page concept where you focus on storytelling in a persuasive way to drive conversions using emotions.

Here, you first list down all important data in a script as follows.

Once you fill out the page, you can then start writing the landing page copy that follows this journey.

Here is an example of a landing page who have utilized the framework. This framework works well for organic landing pages or any product/service sales landing pages.

2. Problem-Agitate-Solve Framework

This is an amazing framework where you focus on a single problem and then offer your product/service as the solution.

The idea is to break down your copy into 3 phases

• Problem: Are you struggling to get high-ticket leads even after spending thousands on Paid Ads?

• Agitate: Imagine bringing in tons of traffic and then ending up losing all that money on Paid Ads and still not getting potential buyers.

• Solve: Well, that’s about to change with the Enforcer Formula. This new digital marketing strategy will change how you knew high ticket lead generation until now! You will get more high-ticket leads in two weeks, which many have struggled to get in months!

As you saw in the examples above, the focus was on how people were failing with expensive paid Ads. And then they were agitated a bit more with the added loss of traffic with no conversion.

And finally, the ebook was offered as the solution. This concept works well on squeeze pages or targeted sales funnels. Here is a more detailed guide on it.

3. The PRESTO Copywriting Framework

PRESTO is a brilliant copywriting concept that works in any marketing aspect, including landing pages. The idea is to plan a copy based on the following steps:

• Pain: Address the pain point of your target audience.

• Resonate: Further, discuss what the pain point usually results in and show empathy.

• Educate: Inform them that there are ways to solve this and explain a few necessities.

• Simplify: Now, pitch your product/service as the right solution to make the whole process easy.

• Testify: Add testimonials of real users or beta users who have taken your product or service in the past.

• Offer: Make a good offer, which could be a discount, or more value for money, that the prospect cannot refuse.

Choose the framework that best fits your product, audience, and goals — then build your landing page around it.

Step 4- Write a Compelling Headline That Highlights Your USP

Your headline is the very first thing people read, so it’s got to grab attention and make your USP crystal clear.

It should instantly tell your audience what’s in it for them, and why your offer matters. But beware: lately, AI-written headlines often come out too long or over-the-top. Your goal is to keep it quick and easy to understand.

People don’t spend much time deciding if your product is right, they scan and judge in seconds. If your headline doesn’t connect, they’ll click away.

Here’s how to write a headline that works:

• Keep it clear and concise: Avoid using overly complicated language or jargon that can confuse your readers.

• Focus on benefits: Highlight the benefits of your product/service and how it can solve your audience’s problems.

• Use action words: Incorporate action words that inspire action and convey a sense of urgency.

• Be specific: You can often be straightforward with what the outcome will be and what the USP is.

• Use a hook if possible: Though hooks can be hard to include in a headline, you can try to use one if possible. You can take some knowledge from the hook story offer concept.

• Do not over-promise: All of you can tell what’s too good to be true. So stop exaggerating from the get-go.

A good headline for your ebook could be “Start Getting More High Ticket Leads In Just Two Weeks!” Here, the result is mentioned.

Plus, the phrase “In Just Two Weeks” acts as a hook for the strategy your ebook holds. If you implement this ebook landing page strategy, you can succeed.

Step 5- Use Persuasive Copy for Better Results

One of the keys to the success of a landing page is being persuasive throughout.

The idea is to use a tone where you try to influence a person to think about the right ideas and take the right actions. In copywriting, you will have to be persuasive throughout.

Try to use powerful words that motivate readers to take action. Sometimes, using a paraphrase tool or even an AI rewriter can help craft language that encourages action while maintaining the original spirit and flow of the content.

Generally, there are 4 key elements to persuasive writing:

• Use a conversational tone: Speak directly to the reader using second person (“you”). It makes your copy feel more personal and relatable.
  Example: Instead of saying, “This software improves workflow efficiency,” say, “You’ll get more done every day with this software.”
• Plan a proper outline: Make sure your content flows smoothly so readers easily follow the benefits you highlight.
  Example: Start by introducing the problem, then explain your solution, and finish with a clear call to action, instead of jumping around between unrelated points.
• Use attention-grabbing headlines and images: Your headlines should be specific and compelling. Images should support what you’re saying in the text.
  Example: If your headline says, “Boost Your Sales in 30 Days,” the image could show a graph climbing upward not a random office photo.
• Focus on benefits and outcomes: Show what the customer will gain, not just describe features.
  Example: Instead of, “Our app has customizable templates,” say, “You’ll save hours with easy, ready-made templates tailored for your needs.”

So, for every section you have on your landing page, you must follow these 4 concepts.

Step 6- Design With User Experience In Mind

Your copy may be the star of the show, but design is what makes it easy for visitors to actually engage with your message. A cluttered or distracting layout can kill conversions, even if your copy is perfect.

​Here are practical tips plus examples to design a page that works:

• Readable texts: Use clear, easy-to-read fonts and colors that don’t strain the eyes.
  Imagine, Black or dark gray text on a white background is easy to read. Avoid neon green text on bright yellow, it just hurts the eyes.
• Use meaningful images: Every image should strengthen your message or make the benefit clearer.
  Example of a meaningful image: If you’re promoting a fitness app, show screenshots of the app tracking workouts rather than a generic photo of people running.
  Example of a meaningless image: Using a random happy person photo on a pricing page. It doesn’t add anything useful.
• Try including at least 1 video: Videos are the most engaging content right now. An elevator pitch or short demo can boost conversions.
  Let’s say, add a 60-second video showing how easy it is to build a funnel with your tool, it helps prospects visualize using it themselves.
• Choose pleasant branding colors: Don’t rely on a single color for everything. Use complementary palettes to keep the page fresh and easy on the eyes.
  Example: Use your brand’s main color for buttons and highlights, but softer shades for backgrounds and text sections to create balance.
• Avoid unnecessary distractions: Remove anything that pulls attention away from your main call to action (CTA).
  Example: If your CTA is “Buy Now,” don’t clutter the page with multiple competing buttons or flashing banners.

​And of course, your page needs to be fully mobile-optimized. With most people browsing on their phones, a page that’s hard to read or navigate on mobile will cost you conversions — fast.

Step 7- Use Social Proof or Authority Accolades to Gain Trust

If you’ve run successful launches before, you already have a powerful tool: testimonials from happy clients. Adding these to a dedicated section on your landing page helps prove your credibility and shows real results.

If you’re launching something new, don’t worry. You can still build trust by introducing yourself properly. Mention any accolades—like being featured on popular industry sites, major achievements, or awards—that show why people should trust you and your product.

Here’s a stat worth noting: 2 out of every 3 prospects are more likely to buy after watching a testimonial video. So, if you can add a short video of a customer sharing their experience, that will significantly boost your conversions.

Other ways to build social proof include:

• Product ratings on public review sites
• Number of followers or engagement on your social profiles
• Participation in big industry events or webinars
• Case studies that showcase past wins
• Stats from similar projects you’ve successfully completed

For example, in your productivity app, a testimonial video showing how it helped a user save hours each week will hit home much more than just text alone.

Step 8- Optimize for SEO (if applicable)

You have written a very persuasive landing page copy, but what if people can’t find it? Well, the answer to this question really depends on the type of landing page design you create.

If you are running a limited-time campaign, then you wouldn’t want people to find it in SERPs. Hence it is not necessary to focus more on SEO. But if it’s an organic landing page, then SEO is a core factor that you should be worried about.

In this case, after you research your target audience, you also need to conduct keyword research to find out a set of keywords you should try to rank for to get more traffic.

You can also use online SEO tools for checking website SEO and audit tools for reporting, alerting, and gaining more insights.

Tips to Optimize Landing Page Copy

Here are some tips for optimizing your landing page copy for SEO:

• ​Choose a benefit-specific target keyword: Pick a keyword that matches the core benefit of your product/service. This makes it easier to focus your content and attract the right audience. Example: If your product helps businesses reduce customer churn, a target keyword could be “reduce customer churn strategies.”
• Identify cluster keywords: Find related keywords that complement your main keyword and sprinkle them naturally throughout your page. This expands your reach. Example: Along with “reduce customer churn strategies,” use terms like “customer retention tips” or “how to keep customers loyal.”
• Optimize meta tags: Write a catchy meta title and meta description that include your main keyword at least once. This improves your click-through rate from search results.
• Use proper outline hierarchy: Break your content with header tags (H1, H2, H3) to keep it organized and easy to read—for both users and search engines.
• Add proper names and Alt texts to images: Every image should have a descriptive file name and Alt text, with at least one including your main keyword. This helps with image SEO and accessibility.
• Optimize URL with keyword: Your page’s URL slug should contain the main keyword for better ranking signals.
• Use OG Images & Schema: Add the right schema markup and Open Graph images/captions to improve how your page looks when shared on social media.

If you use WordPress, you could consider using Rank Math or Yoast SEO to help you out with SEO optimizing the landing page or try using a landing page content tool to simplify your content writing process

And that’s it. You now have a landing page copy that is optimized for conversion.

Conclusion

In conclusion, creating a high-converting landing page starts with a clear, benefit-focused message and an attention-grabbing headline.

Guide visitors to your call-to-action (CTA) with simple, focused copy and build trust with social proof.

Rather than relying on one page, create multiple landing pages tailored to your audience’s needs. A clean landing page design and clear messaging are key.

WPFunnels makes it easy to create landing pages that convert. With its simple drag-and-drop builder, you can quickly craft pages that engage and drive results.

** FAQs **

What is a landing page copy?

Landing page copy is the focused text on a webpage designed to persuade visitors to take a specific action. It highlights benefits clearly and connects directly with the target audience.

How to make a landing page copy?

Effective copywriting for landing pages starts with understanding your audience’s needs, defining your unique offer, and writing persuasive, benefit-driven content that leads to conversions.

How do I copy and paste a landing page?

Copying a landing page usually involves duplicating the page’s layout and content using your website builder or CMS tools. Be sure to customize the copy and design to fit your brand and goals.

What is the formula for landing page copywriting?

Landing page copywriting follows a simple formula: Identify the problem, present your solution, highlight benefits, add social proof, and include a clear call to action.

What are the 5 steps of copywriting?

The five key steps of copywriting are research, planning, drafting, revising, and testing—each essential to creating effective landing page design and messaging.