In a competitive market, every conversion counts. Landing pages can help you attract more customers and build better relationships with your audiences. In fact, Hubspot research has shown that when companies increase their landing page count from 10 to 15, they see a 55% increase in leads.
But like any marketing strategy, quality matters more than quantity. For your landing pages to convert, they have to engage and persuade. Read on to learn how to write landing page content that engages consumers and delivers a connection that leads to sales.
What Is a Landing Page?
A landing page is a stand-alone web page developed for a specific marketing campaign. Visitors "land" on it after clicking through from another message — perhaps a social media ad, email, or blog post.
If the landing page does its job, it brings the visitor a step closer to purchase. That's where great content comes in.
What Makes Good Content for a Landing Page?
Landing pages rely on a special kind of content called copy. Content is any creative material that brands use to speak to their audiences. A blog post is content. So is a viral video. It educates, entertains, or informs.
Copy is persuasive content. People click on a landing page when an ad or content sparks their interest. The landing page's job is to encourage that interest and convince the reader to take a particular action. That action might be a purchase, but it might also be a step on the way to purchase — like an email list signup or a request for more information.
To get the reader ready for that next step, landing page content must be user-friendly and appealing.
How to Write Landing Pages That Convert
There's no one secret of how to write a landing page. It's a matter of knowing your audience, being genuine, and helping the reader solve a problem.
With that goal in mind, write landing page copy the same way you write any other piece — one step at a time.
1. Create Skimmable Content
Landing page content structure should be easy on the eyes and simple to read. Like any other web user, landing page visitors will skim before reading in-depth. Catch their eyes with:
- A headline and subheading that encourages the visitor to keep reading
- Descriptive titles to break up sections
- Short paragraphs (no more than three or four lines of text)
- Bulleted lists to highlight benefits
- Plenty of images with engaging captions
If you attract a reader's attention with skimmable content, they're more likely to hear your message.
2. Make Content Conversational
This can be particularly difficult if you normally write longer, more journalistic content. Sales copy is much more direct, as though you're speaking directly to your reader.
Get that effect by writing like you talk. Use:
- Short sentences
- Simple words (without talking down to the reader)
- Conversational phrases like "Hang on" and "Check this out"
- Lots of "you" language, with some "I" and "We" sprinkled in
- Humor (if it fits the brand)
- Grammar that breaks the rules (if it sounds more natural)
That's right — you can break grammar rules if it works for your copy. Start a sentence with "but." Use sentence fragments. I isn't an academic journal — don't twist your sentences to be grammatically correct.
Read your writing aloud. If it sounds natural, you're on the right track.
3. Create Personal Connections
Remember, a landing page is part of a specific marketing campaign. Your landing page content should speak to that campaign's target audience.
For example, if you're creating landing pages for a content service like Compose.ly, you might have separate campaigns for agency clients and potential writers. Your page content would emphasize different benefits for each audience — cost savings over in-house writers for one, competitive pay and convenient hours for the other. You'd have different target actions and use tailored language to convince them.
Knowing your audience is key to making these decisions. Before you write a single word, get to know your target audience. Find out their:
- Demographics (age, gender, family status, income, etc.)
- Pain points
- Motivations for buying
Previously successful copy is a great resource. Look at campaigns that got great results for your company, and if possible, for the specific product type. Analyze it for tone and message. How did the writer talk to the audience? What selling points did they emphasize? It also helps to talk with direct-contact sales and marketing professionals.
Then, create a user persona for that target audience. Invent an individual that has all the characteristics you identified. For instance, your writer recruitment page could speak to Hannah, the 32-year-old mother who wants to freelance so she can stay home with her toddler.
The more detailed your persona, the better. Use a template to make sure you don't miss anything, then write as though you're on the phone with that person. How would you convince them to take the next step?
4. Craft a Compelling Headline
Since web visitors are far more likely to skim your copy, hook them right off the bat with a top-notch headline. It needs to stop them in their tracks. Otherwise, they'll go back to whatever they were doing before clicking on your ad.
The best landing page headlines are a balancing act. They're compelling without being clickbait-y. They're informative without being boring. And they accomplish all that with the fewest possible number of words.
That's the magic of a great copywriter. You need to ask yourself two questions:
- What will grab this reader's attention?
- What do they need to know now before they miss out?
If you get stuck, think of the main copywriting headline formats:
- Pain point + solution: Sleep Better Tonight With This Natural Herb
- Why it Works: Why a Fitness Tracker Helps You Lose Weight
- How-to: How to Reduce Marketing Costs By $1,000
Use your audience research to craft the best possible opener.
5. Don't Bury the Lede
Landing page visitors haven't committed. You've hooked them with a great ad or content piece, but they're not sold yet. Unless the first few sentences of your landing page intrigue them, they'll move on to whatever they were doing before they clicked on your ad.
Follow the classic piece of journalistic advice: Don't hide the newsworthy "hook" of your story. Otherwise, people might get bored before they reach it.
Your headline is the first way you grab their attention. Follow that with a compelling subheading that highlights your most important information.
Do you have a study that proves the effectiveness of your product or a killer customer testimonial? Your subheading is an excellent place for that. It keeps that crucial messaging "above the fold" — the part of the website you can see without scrolling.
Your next most important point should lead off your body copy, which includes everything under the headline and above your call to action. (More on that later.) Keep all your important information in your headlines and first sentences of each paragraph since that's what people read first.
6. Frame Features as Benefits
Consumers aren't looking for a product. They're looking for a specific effect. Someone who shops for skin cream isn't looking for retinol and vitamin C. They're looking for smooth, wrinkle-free skin. A business owner doesn't care about the specs of your customer management system. They want a product that will impress their prospects and drive more sales.
The first type of example is a feature — something the product or service can do. The second is a benefit — what the feature does for the user.
Anywhere you'd mention a feature, describe the benefit instead. For example, if you're promoting a pair of high-end headphones, a feature might be:
- Active noise cancellation that senses and blocks background noise,
Instead, try something like:
- Feel like there's no one else around with 90% noise reduction.
Imagine your reader is constantly asking you, "What's in it for me?" Focus on that question throughout the landing page, and your copy will stay on target.
7. Add Details
Specificity is always more convincing than generality. Consider the following two claims:
- We've helped millions of people increase conversions
- 6.3 million customers and an average conversion increase of 4.8%
The second is more believable because it's specific. Anyone can say that their product "increases conversions" or gets "millions" of customers. Not everyone can point to measurable results like "6.3 million customers" and a 4.8% conversion increase.
Use numbers wherever you can, but make sure they come from real data. False advertising claims can cost a company tens of millions of dollars, especially if your claims relate to health or finances.
8. Use Testimonials
According to Wyzowl, 90% of people trust other customers' statements about a business more than the business's self-reports. Harness that trust by adding testimonials to your landing pages whenever possible.
Testimonials let your visitors preview their own success. People can imagine themselves in another customer's shoes, trying a new product and hoping it offers what they need. The testimonial also reassures readers that they don't have to "take your word for it." Someone like them has tried and liked the product.
Get testimonials by asking customers directly or sourcing from reviews posted on the web. Check sites like Google My Business and Yelp, as well as industry-specific sites like G2 for tech or Tripadvisor for hospitality. If you find a testimonial that's glowing but doesn't suit this landing page, save it for later.
9. Include a Specific Call to Action
Inexperienced copywriters assume that when they reach the end of the body copy, they can tack on a quick "buy now" or "sign up now" and be done with it. But if you want good results, you have to dig deeper.
"Buy now" is what marketers call a basic call to action (CTA). It expresses what you want the reader to do, but it's not particularly compelling. It doesn't tell the reader what they'll gain by taking action.
Replace your basic CTA with a personalized one, and you could get up to 202% more clicks, according to research published by HubSpot. A personalized CTA is targeted to the visitor reading your copy. Again, it highlights those all-important user benefits.
Some examples of more compelling CTAs include:
- Download your free SEO guide today.
- Order now for 20% off.
- Sign up for emails and get a $10 coupon.
Think about where visitors will come from, especially regarding the sales funnel. Someone just learning about your product will be less ready to commit. Encourage them with a lower-stakes CTA like a "download" or "sign up."
For your leads closer to the bottom of the funnel, try CTAs like "order for $X off" or "try free for X days."
Writing a great CTA can kick your landing page into high gear. If possible, test a few different versions to find which generates the best audience response. The difference in conversion rate is worth the time.
SEO Landing Page Examples
Your landing page will be unique, but you can still learn from successful copy. Here are some landing page examples that exemplify the tips you've learned.
On its landing page for potential hosts, Airbnb writes:
Host your space, share your world. The art of hosting is rooted in thoughtful design. Share your unique aesthetic with guests and earn extra income on a schedule that works for you.1
This content emphasizes three reader benefits:
- Extra income
- Connection with others
The CTA is a snappy "Try hosting."
Readers who keep scrolling will find testimonials and links to informative articles.
Car insurance comparison site The Zebra promises simplicity and savings:
Your One-Stop Shop For Car Insurance Comparison. Compare Every Major Provider For Free. Compare now.2
The page then expands on this idea, urging readers to "Compare quotes without the headaches" and offering "No spam. Real choice. Real savings."
Above the fold, skincare company Curology paints a picture of personalized attention:
A custom bottle for your uneven skin tone — and no one else’s. Get glowing skin with a powerful cream mixed for you. Unlock your free offer.3
Below the fold, customer quotes and ratings earn the reader's trust.
How to Write Landing Page Content: First Steps
Congratulations, you're ready to write your first landing page! If you need some structure to get you started, download one of the many landing page templates available online. Or, to save even more time and get reliable results with landing pages that convert, hire professional copywriting services. Outsourcing your copywriting is a great way to reach more customers without the steep learning curve.
Expert copywriters will be trained in all the best practices — including SEO — and have the knowledge on how to write landing pages that convert.
However you do it, keep your focus on that key question: "What's the best way to keep consumers interested?"