A landing page is the starting point where your prospects enter your site and gets introduced to your product, service, or offer. If done right, a good landing page can be the key to converting more prospects into paying clients.
However, writing a proper landing page copy that is optimized for conversion can get quite challenging. Most businesses fail to prepare a landing page that is ideal for converting the right target audience. In fact, most businesses make the mistake of trying to mention every feature of their products/services right on a single page and consider it the only landing page – they confuse a home page with a landing page.
The secret here is not to rely on just one landing page. You should rather create multiple pages that will each act as a landing page for a specific target user group.
More about this later on in this article.
And the key to the success of a landing page is a well-planned copy that takes the prospect through a journey of realizing why he should take your product/service.
In this article, we will focus on how you can write a compelling landing page copy that will boost conversion rates and help you grow your revenue.
After reading this article, you will be able to
- Understand the purpose of a proper landing page
- Strategize a proper landing page structure designed to convert the right audience,
- Learn about a few proven landing page strategies that work,
And eventually, start growing your revenue with highly converting landing pages.
So let’s begin.
What Is A ‘Landing Page’ – Concept & Purpose
When talking about landing pages, what most people do is, presume that a website’s home page is the only landing page. But that’s not correct.
A landing page is any page that acts as the main awareness stage for a certain targeted audience.
This means any page on a website can be a landing page – it could be the home page, a page dedicated to a specific feature, a well-written blog, a product page, etc.
So what sets a landing page apart from other pages?
Well, the main difference is the copy.
A landing page copy is written with the core purpose of making a prospect take action toward your goal.
For example, if a blog page is written using persuasive copy with the goal of converting the prospect into buying your product, then that blog is a landing page. Again, a single page written to make the prospect enroll in a course can be a landing page as well.
So, a typical landing page has two distinguishing features:
- It acts as the first page a person enters to get familiar with a certain topic or element that they were looking for.
- If’s copy is written with the intention of making a prospect take an action that fulfills one of your marketing goals.
This means it is not necessary that you will have just one landing page on your website. You can have separate landing pages for each of your products, each type of your services, or even for each of your product features.
Businesses that use 10 to 15 landing pages experience up to 55% more leads.
Types of Landing Pages
Now, there are several types of landing pages that you may use, and they each have specific purposes.
- Splash landing page
A splash page is usually a small page where you try to grab the attention of a prospect before letting him experience your actual funnel. In the case of sales funnels, a splash page is usually used as part of a pre-launch strategy where you highlight what’s coming before the actual launch so that people stay excited. An early bird campaign or a beta-launch campaign can be initiated on the splash page as well.
For example, suppose you are preparing a funnel for Black Friday, where you will offer a huge discount on your products. In this case, you could run an early bird campaign where you offer a special high discount to, let’s say, the first 300 people and ask people to sign-up to get an early notice. So the landing page of this campaign will be very small, and the copy will be precise. Though this is similar to a squeeze page, its purpose is rather to create anticipation before entering the funnel.
- A Squeeze page
A squeeze page is a landing page that is designed to collect leads. The idea is to offer something valuable in exchange for the prospects’ contact information. So this landing page is generally designed and written to promote the lead magnet to try and make a prospect opt-in.
For example, if you’re a fitness coach, you could offer a free workout plan that people have to collect by leaving their contact information.
- Sales funnel landing pages
These pages are part of a larger marketing funnel and are designed to guide visitors toward a specific conversion goal, such as a product purchase, a service subscription, or a consultation booking.
For example, let’s say you are a software company offering a project management tool. So, you might create a funnel where you initially offer a free trial before making them a discount offer on your product. In this case, the funnel landing page would be where you highlight the product and try to persuade the prospect to take a trial.
- Organic landing page
This is a landing page that you create to publicly highlight a certain product, service, or feature to potential prospects via organic growth. It is where you use proper copywriting techniques to showcase your product while still focusing on SEO so that it ranks on SERPs and will likely remain publicly available on your website.
A prime example is the landing page we created when we launched Mail Mint.
Understanding the different types of landing pages and their specific purposes can help you tailor your copywriting strategy to achieve your desired conversion goals.
Core Elements For Writing A Landing Page Copy That Converts
It is important to keep a few things in mind when trying to write a landing page copy that truly resonates with your target audience and leads to high conversion rates. Let us look at the steps you should take when writing a landing page copy.
Suppose you have an ebook on Digital Marketing, and you want to write a landing page copy to sell it. Let’s go ahead and learn about the steps needed to write this landing page copy.
1. Research Your Audience
To prepare a good landing page, you first need to understand your target audience.
Spend some time researching on what are the pain points of your potential clients and what benefits they are looking for. And then point out the ones your product relates to.
These will be the pain points and the benefits that you will need to highlight on the landing page.
For example, in the case of the Digital Marketing ebook, the ideal prospect would probably be someone who needs help with technical SEO, besides several others. If your ebook has a solution to this, then this is something you may choose to focus on in your landing page.
Some ways to conduct such research are running surveys, asking questions in social groups, checking public forums, observing other businesses that successfully sold products/services to the same target audience, etc.
2. Define Your Unique Selling Proposition (USP)
Now, your ebook could be great and probably has perfect solutions to the problems that your target audience usually faces. But what is it that really sets your product apart from the rest? Clearly, there could be many other ebooks on the same topic.
Hence, have to decide on a core USP – a feature that you are confident is the most valued feature of your product.
The USP should be a feature that is either in high demand or is a solution to a major problem that most of your target audiences face.
Your product could have several great features, but you have to decide on the best one. In a landing page copy, you must focus more on the USP and then ease in with the rest of the benefits.
Basically, when a person enters the landing page, the first section should speak about the USP. And the rest of the copy should be built around this USP. And then, down the line, you may highlight some other benefits.
For example, if you believe your Digital Marketing ebook is especially suited to increase leads for high-ticket businesses, then “increase leads for high-ticket business” could be the USP you offer.
Sure, your book may cover all aspects of digital marketing. But you will have to focus on USP so that you can aim for the right target audience and make them realize the biggest benefit they will get through your product.
When we launched WPFunnels, our core USP was “the visual drag and drop funnel building” concept. And our landing page was built around that.
3. Plan A Proper Landing Page Structure
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, you may look into following a few landing page frameworks that have proven to help businesses get high results.
Let us look at some of them.
= Popular Landing Page Copywriting Frameworks =
Following are 3 frameworks that can help you prepare a well-planned landing page that gets you more results than you normally would.
i. 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 write a 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.
ii. 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
Example: Are you struggling to get high-ticket leads even after spending thousands on Paid Ads?
Example: Imagine bringing in tons of traffic and then ending up losing all those money on Paid Ads and still not getting potential buyers.
Example: 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 really well on squeeze pages or targeted sales funnels. Here is a more detailed guide on it.
iii. 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:
– Address the pain point of your target audience.
– Further, discuss what the pain point usually results in and show empathy.
– Inform them that there are ways to solve this and explain a few necessities.
– Now, pitch your product/service as the right solution to make the whole process easy.
– Add testimonials of real users or beta users who have taken your product or service in the past.
– Make a good offer, which could be a discount, or more value for money, that the prospect cannot refuse.
This is a framework that is mostly used by course sellers, coaches, and online trainers. But it will also work for any other industry with products or services that solve specific problems.
4. Write A Compelling Headline That Highlights Your USP
Having a strong headline is crucial to grab the attention of your target audience the moment they enter your landing page.
It should resonate with the USP or the end result your USP will deliver for your target audience.
But, recently, people have been trying to write headlines with AI, and I have to tell you, they end up becoming either too long or too exaggerated.
You have to know that people do not spend too long to judge your product. So they need to be able to read the headline real quick. So even if you point out the USP, if it’s not something that connects with the right prospects, it will not work.
Here are some tips to ensure your headline is optimized
- Keep it clear and concise: Avoid using overly complicated language or jargon that may 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 may 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 may try to use one if possible.
- Do not over-promise: All of you are able to 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 end result is clearly mentioned. Plus, the phrase “In Just Two Weeks” acts as a hook for the strategy your ebook holds.
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.
There are 4 key elements to persuasive writing:
- Use a conversational tone in your content
– Try writing in a “second person point of view.”
- Plan a proper outline that transitions from one another.
– The current section should not make the customer forget the initial benefit you highlighted in the previous section.
- Use headlines & images that grab the attention real quickly.
– The headline should not be generic, and the images should resonate with the copy used in that section.
- Focus on benefits & outcomes than the product or topic itself.
– The whole copy should be aimed at making the customer realize the benefits he/she will get.
So, for every section you have on your landing page, you must follow these 4 concepts.
6. Design With User Experience In Mind
While the landing page copy plays a significant role in the conversion rates, the page design should also be crafted in a way that is not distracting and gives the same message as the copy.
Here are some tips to optimize your landing page design.
- Readable texts: Use clear and easy-to-read fonts with proper text color that is not difficult to read at a glance.
- Use meaningful images: The images you use in every section should have the sole purpose of conveying or strengthening the message you want to give in that section. There is no option to point out one benefit in the text and another benefit in the image.
- Try including at least 1 video content: Today; videos are the most engaging type of content you could produce. And if you can add an elevator pitch video or a VSL clip to your landing page, it will deliver much higher results.
- Choose pleasant branding colors: While branding is important, do not simply use a single brand color through. Choose multiple color palettes for your brand color and use them alternatively in different sections to make the page more comfortable to read.
- Avoid unnecessary distractions: Do not add any extra design elements that you absolutely do not need. Anything that takes the attention way from the main CTA, get rid of that.
Apart from these, make sure the whole page is mobile-optimized.
7. Use Social Proof Or Authority Accolades To Gain Trust
If you already have past successful launches, you can get testimonials from your past clients to highlight your expertise in the field. You can include these testimonials in a section on your landing page to prove your worth.
If it’s a new launch, you must introduce yourself and add accolades, such as authority sites that featured you or major achievements you have made in regard to your expertise, to prove why people should trust you and your product/service.
2 out of every 3 prospects are more likely to buy something after watching a testimonial video.
So if you could add a testimonial video to the landing page, it would greatly boost its conversion rate.
You could also use other forms of social proof, such as product ratings on public review sites, number of followers in your social profiles, recent participation in a large event, case studies of your past work, stats of similar projects that you successfully executed, etc.
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 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.
Here are some tips for optimizing your landing page copy for SEO:
- Choose a benefit-specific target keyword: Identify a keyword that can be used when naming your product/service benefit. Then you will easily be able to use it as the main target keyword.
- Identify cluster keywords for better results: From your keyword research, identify other keywords that are related to the main keyword, i.e., contents that rank for the main keyword should also partially rank for these keywords. You can then optimize other sections of the page with those related keywords.
- Optimize meta tags: Use a persuasive meta title and meta description with the main keyword mentioned at least once.
- Use proper outline hierarchy: Use header tags (H1, H2, H3, etc.) to break up your content and maintain a proper hierarchy.
- Add proper names and Alt texts to all images: All images used on the page should have proper image names and Alt text. And at least one image should have a keyword-optimized Alt text.
- Optimize URL with keyword: The page slug should include the main keyword.
- Use OG Images & Schema: Use the right schema for the page and add OG images & captions for social sharing.
And that’s it. You now have a landing page copy that is optimized for conversion.
Landing page copywriting is something that gets better with experience. Even if you have followed this guide to the core, chances are you will need to work on it 3 to 4 times more to make it more curated.
It’s best to take professional help when launching your first couple of campaigns and slowly start implementing your skills in certain sections of a funnel landing page. And then, down the line, once you have launched 2-5 campaigns, you should be able to write the next landing page copy on your own quite well.
You may also go through a guide on a few landing page mistakes that you should avoid to help you maintain high quality.
One of the challenges you will face is when you will try to choose among the different types of landing pages mentioned here and applying the right copywriting framework. To succeed with this, you have to work hard on successfully defining your campaign goals and the purpose of your funnel landing page.
The idea is to stay focused on the benefits your product/service will offer and stay focused on your prospects. The more you value these, the better your copy will be.
So go ahead and start writing your next landing page copy.
It’s now or never.