How To Write A Compelling Landing Page Copy That Converts – Beginners’ Guide [2023]

Landing pages are the entry points where your prospects enter your site and get 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 ask a landing page for a specific target user group.

More on 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

• Write compelling landing page copies aligned with your goals,
• Strategize a proper landing page structure designed to convert the right audience,
• Understand a few proven landing page strategies,

And eventually, start growing your revenue with highly converting landing pages.

So let’s begin.

What Is A ‘Landing Page’ – The Real Concept

When talking about landing pages, what most people do is, they 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, 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.

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 blogs.

This means it is not necessary that you will have just 1 landing page on your website. You can have separate landing pages for each of your product features, or each type of your services, or even for each of your products.

According to research, businesses that use 10 to 15 landing pages experience up to 55% more leads.

Types of Landing Pages

When it comes to writing a compelling landing page, it’s essential to understand the different types of landing pages and their specific purposes. Generally, there are three main categories of landing pages:

1. Splash landing pages: These are usually brief pages that welcome visitors and provide some basic information, such as a brief introduction to a brand or a promotion. For instance, if you’re a blogger offering a free ebook on digital marketing, you might create a splash landing page with an eye-catching image, a brief summary of the ebook’s key benefits, and a call-to-action button to download it.
2. Squeeze landing pages: These pages are designed to collect visitors’ contact information, such as their name and email address, in exchange for something of value, such as an ebook, a newsletter subscription, or a free trial. For example, if you’re a fitness coach offering a free workout plan, you might create a squeeze landing page with a persuasive headline, a brief description of the workout plan’s benefits, and a lead capture form.
3. 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, if you’re a software company offering a project management tool, you might create a sales funnel landing page with a detailed product overview, customer testimonials, pricing options, and a call-to-action button to sign up for a free trial or purchase the tool.

Understanding the different types of landing pages and their specific purposes can help you tailor your copywriting strategy to achieve your desired conversion goals. Also, let you help with writing an appealing landing page copy.

While writing copies for your landing pages you need to focus on a few common components and strategies. let’s discuss them.

Steps Towards Writing An Exciting Landing Page Copy That Converts

To write a landing page that truly resonates with your target audience and leads to high conversion rates, it is important to keep a few things in mind.

Let’s take the example of selling an ebook on Marketing and discuss the prerequisites & steps required for writing a landing page copy for this audience.

Research Your Audience

One of the most crucial steps in writing a landing page that converts is to know your target audience. You need to understand their needs, wants, and pain points so you can effectively address them in your copy. You can conduct audience research through surveys, social media, forums, and customer feedback.

For example, if you’re selling an ebook on Marketing, you could conduct a survey asking marketers about their biggest challenges in the field. This information will help you identify pain points that your ebook can address and incorporate them into your landing page copy.

Define Your Unique Selling Proposition (USP)

Having a clear USP is vital as it can differentiate your product/service from competitors and grab the attention of potential customers. Identify what makes your product or service unique and valuable to your target audience. Then incorporate this into your landing page copy to communicate the benefits and persuade visitors to convert.

For instance, in the case of the ebook on Marketing, your USP could be that it’s written by a well-known marketer, it’s packed with practical advice that can be implemented immediately, and it’s the only book on the market that covers a specific topic. You can highlight these unique features in your landing page copy and convince potential customers to make a purchase.

Write a Compelling Headline

Having a strong headline is crucial to capturing your audience’s attention and encouraging them to read on. It should effectively communicate your USP and convey the benefits of your product/service. Here are some tips for crafting a compelling headline:

1. Keep it clear and concise: Avoid using overly complicated language or jargon that may confuse your readers.
2. Focus on benefits: Highlight the benefits of your product/service and how it can solve your audience’s problems.
3. Use action words: Incorporate action words that inspire action and convey a sense of urgency.
4. Be specific: Use numbers or statistics to communicate the value of your offer and make it more tangible for your audience.

For instance, if you are selling an ebook on marketing, a strong headline could be “Discover Proven Marketing Strategies to Boost Your Sales by 200% – Get Your Hands on Our Ultimate Marketing Guide Today!” This headline communicates the benefits of the ebook and conveys a sense of urgency by using the words “discover” and “get your hands on.”

Write Persuasive Copy

Writing persuasive copy is crucial to the success of a landing page. The copy must speak directly to the audience’s pain points and offer solutions to their problems. To write persuasive copy, it is important to:

• identify the audience’s pain points and needs
• highlight the benefits of the product/service
• create a sense of urgency

For example, if you are selling an ebook on marketing, your persuasive copy could highlight the benefits of the ebook such as “Unlock the secrets to successful marketing strategies and skyrocket your business growth” and create urgency by using phrases like “Get ahead of the competition with our limited-time offer.”

Design User Experience

A well-designed landing page can make a significant difference in conversion rates and offers a good user experience. Here are a few essential components to consider:

1. Readable Texts: Use clear and easy-to-read fonts that are large enough for users to read without straining their eyes. Avoid using complex fonts, as they can be difficult to read and may distract users from your message.
2. Add Value-Offering: Users need to feel that they are getting something of value for their time and attention. Offer a compelling benefit or incentive to capture their interest and encourage them to take action.
3. Images and Videos: Visuals can be more powerful than text alone, so incorporate images and videos that relate to your product or service. This can help to engage users and build trust in your brand.
4. Use Appropriate Colors: Colors can significantly impact the user’s perception of your brand. Use colors that are consistent with your brand’s colors and are easy on the eyes.

Use Social Proof

Social proof is important because it helps build credibility and trust with potential customers. By showing evidence that others have used and benefited from your product or service, you create a sense of legitimacy that can lead to increased conversions. Customer reviews and testimonials are a powerful form of social proof that can provide valuable insights and experiences that can influence purchasing decisions.

Here are some ways to effectively incorporate social proof into your landing page copy:

1. Use customer testimonials: Include testimonials from satisfied customers on your landing page, preferably with their name and photo, to add credibility to your product or service.
2. Display ratings and reviews: Display ratings and reviews from reputable third-party sources, such as Google Reviews or Yelp, to provide unbiased feedback and encourage trust in your brand.
3. Showcase social media followers and engagement: Highlight your social media following and engagement metrics, such as the number of likes, shares, and followers, to demonstrate your popularity and social proof.
4. Include case studies: Share success stories or case studies that showcase how your product or service has helped other customers achieve their goals.
5. Use numbers and statistics: Incorporate numbers and statistics to provide evidence of your product’s effectiveness or popularity, such as “over 10,000 satisfied customers” or “rated #1 by industry experts.”

For example, in the ebook example, incorporating customer reviews or ratings on the landing page can provide social proof and increase the likelihood of conversions. Sharing the number of downloads or positive reviews can also add credibility and build trust with potential customers.

Add Social Sharing Icons

Adding social sharing icons to your landing page can be an effective way to leverage social proof and increase your brand’s reach. By allowing visitors to easily share your content on their social media profiles, you can amplify your message and potentially reach a wider audience.

Here are some tips for adding social sharing icons to your landing page:

1. Choose relevant social media platforms: Select social media platforms that are most relevant to your target audience and industry. For example, if you’re promoting a B2B product, LinkedIn might be more effective than Instagram.
2. Place icons strategically: Place social sharing icons in a prominent location on your landing page, such as at the top or bottom of the page or near your call-to-action (CTA) button.
3. Use clear and recognizable icons: Use easily recognizable social media icons that visitors can quickly identify and understand.
4. Provide a clear message: Add a clear message encouraging visitors to share your content, such as “Share this with your network” or “Help us spread the word.”
5. Optimize for mobile: Ensure that social sharing icons are easily accessible and functional on mobile devices, as more and more people are accessing the internet from their mobile devices.

Optimize for SEO

Optimizing your landing page copy for search engines is important because it can improve its visibility and drive organic traffic to your website. By using relevant keywords and meta tags, you can help search engines understand the content on your page and rank it higher in search results, making it easier for potential customers to find your business.

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

1. Use relevant keywords: Identify relevant keywords and phrases related to your product or service and incorporate them into your landing page copy. However, avoid keyword stuffing, which can negatively impact your ranking.
2. Write quality content: Write high-quality, informative content that provides value to visitors and is relevant to your target audience. This can help improve engagement metrics such as bounce rate and time on site, which can improve your ranking.
3. Optimize meta tags: Use relevant and descriptive meta titles and descriptions that accurately describe the content on your landing page and include your target keywords.
4. Use header tags: Use header tags (H1, H2, H3, etc.) to break up your content and make it easier for search engines to understand the structure of your page.
5. Optimize images: Optimize images by using descriptive file names and alt tags that include relevant keywords.

Popular Landing Page Copywriting Frameworks

Creating effective landing page copy can be a daunting task, but there are many frameworks that can help guide the process.

These frameworks offer a structured approach to crafting landing page copy that is designed to convert visitors into customers. Here are some popular landing page copywriting frameworks to consider:

Story brand Framework:

Developed by Donald Miller, the Storybrand Framework focuses on telling a compelling story that connects with the target audience’s emotions and needs. It involves creating a clear and concise message that communicates the brand’s unique value proposition and helps the audience understand how the product/service can solve their problem. To learn more, read this article.

Here is an example of a landing page who have utilized the framework.

Problem-Agitate-Solve Framework:

This framework is based on identifying the target audience’s pain points and agitating their problems before providing a solution. It involves highlighting the audience’s struggles, creating a sense of urgency, and offering a clear solution to their problem. Check this link to learn more.

Features-Benefits-Value Framework:

This framework focuses on highlighting the features of the product/service, the benefits that the audience will receive from those features, and the overall value that the product/service offers. It involves creating a clear and concise message that communicates the product/service’s unique value proposition and helps the audience understand how it can benefit them. This link will give you a better idea.

Conclusion:

To create a landing page that converts, it’s important to focus on the needs and desires of your target audience and address their pain points. By providing a clear and compelling value proposition and using persuasive copy and social proof, you can build credibility and trust with your audience and increase the likelihood of conversions.

Create a landing page that effectively communicates your message and converts visitors into customers. To make the process even easier, check out the landing page templates available on WpFunnel, which can help you streamline the process and provide a solid foundation for creating a high-converting landing page.

So, get WPFunnels now!