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Copy That Converts: How to Write Captivating Copy For a Landing Page

Updated: Jan 24, 2023


Do you want to learn how to write landing page copy that converts? Landing pages are an essential tool for building your business and growing your customer base. But no matter how aesthetically pleasing your landing page is, if you don't have high-quality writing then it will be ineffective.


In this post, I'll take you through some of the key features of a landing page and the five steps you need to take to create killer copy that converts. These steps are:

  1. Identify your lead magnet

  2. Create a powerful headline

  3. Write attractive copy for the body

  4. Create a call-to-action

  5. Include a sign-up form and/or button

I've also included three examples of landing pages from successful businesses, so you can see how it all comes together.



 

What is a Landing Page?

A landing page is a website page designed to convert visitors into leads and potential customers. In essence, it "encourages people to take action" (source: Monster Insight).


The best landing pages will have higher conversion rates - this means that more people are signing up for whatever the website has to offer. This offer can be a product, a service, or a lead magnet (e.g. a free giveaway or sample).


A landing page has 4 key features:

  1. An eye-catching headline

  2. Supportive copy (includes reinforcing statements)

  3. Easy access to a sign-up form

  4. A call-to-action

Unbounce has a handy diagram of the basic anatomy of a landing page that explains these features in greater detail. You can check that out here.


The focus of this post is on the landing page copy rather than the structure itself, however. Landing pages are essential for lead generation and growing your customer base, as well as keeping current customers and leads engaged in your business. It's therefore important that the copy on your landing page is suitable and high-quality to persuade people to take action.


 

How to Write a Landing Page

1. Identify your lead magnet

Before creating a landing page, you need to make sure you have some sort of lead magnet. A lead magnet is an "irresistible offer" made to prospective leads or customers. For example, a free eBook in exchange for their email address.


So, before you start even thinking about the structure of your landing page, come up with a suitable lead magnet first. Here are some suggestions:

  • EBooks

  • Exclusive newsletter

  • Free offer, promotion, or discount

2. Create a powerful headline

Want to know my 3 secrets for a killer headline?

  1. Simplicity

  2. Keywords

  3. Powerful language

Headlines for landing pages are different to blog post headlines. With blog posts, you want to present information as a solution to the reader's problem. For landing pages, you're encouraging them to take immediate action.


Captivating words or phrases to use in landing pages, especially when they relate to an offer are:

  • Limited offer

  • Free/freebie

  • Exclusive deal

  • Don't miss/lose out

These phrases create a sense of urgency for the reader. You can also include a snippet of what your offer is in your headline, for example:

  • Don't Miss Out on This Exclusive FREE eBook on (subject)!

Okay, I might have gone overboard with the powerful language there, but you get the idea. Try to mention your lead magnet in your headline if possible, or at least allude to what it is.



3. Write attractive copy for the body

Now it's time for the main body of the landing page. The key takeaway here is to keep it simple and don't overload the page with too much content.


Unbounce found that landing pages with a lower word count have a higher conversion rate. Their data suggests that 29.5% of landing pages (ones that have a high word count) only have a conversion rate of 11.1%, whereas those with a lower word count have a conversion rate of 14.3%.


So when crafting the content of your landing page, keep the word count to a minimum and keep it very simple. You need to persuade your audience that your offer is amazing and worth signing up for but don't waffle on about it.


So here are my three rules for landing page copy:

  1. Be clear and concise in your message

  2. Write no more than 100 words (less is more!)

  3. Use a persuasive style.


4. Create a call-to-action

Once you have created the copy for the landing page, the final piece of writing you need to do is a call-to-action (CTA). I would argue that CTAs are the epitome of copywriting and they are essential for landing pages. If you can get it right, then it will pay off for you with increased leads, customers, and potential income.


A CTA is included at the end of your copy to encourage the reader to take action. For example, at the end of a blog post, a CTA can be used to get the reader to sign up for a newsletter or download an eBook.


The same principle is applied to landing pages. You don't just want people to read your landing page; you want them to download or access your offer so you can get their relevant information (with permission of course!)


Some examples of CTAs include:

  • Download this eBook now!

  • Sign up for our exclusive newsletter, and stay up to date on the latest news

  • Receive your limited discount by signing up here!

  • Sign up for our webinar on (subject) - only limited spaces are available!

Similar to the headline, you want your CTA to include keywords and powerful language while keeping it simple. Don't beat around the bush!


5. Include a sign-up form and/or a button

The final step to creating your landing page is to add a sign-up form (or a button leading to the form). This is the simplest step to take, but there are some ground rules you should follow when crafting them.


The key element of this step is awareness of GDPR. GDPR (General Data Protection Regulation) was introduced to protect people's data online. You can't take someone's data or personal information now without informed consent on their part.


This is where the sign-up form comes in. In addition to the form fields (e.g. surname, email address, etc.) I would recommend you add a tickbox with some text explaining what will happen to the user's data when they submit the form.


For example, this is the sign-up form I included on a landing page for my website.

screenshot of a sign-up form on a landing page
Lucinda Elizabeth landing page form

Readers must tick that box, so they have to read the disclaimer I have added. This means I have their informed consent about how I will use their information (i.e. to contact them about relevant services and products).


Why have I included this as a final step? I sometimes come across landing pages that have no information about how my data would be used were I to submit the form. This is not in compliance with GDPR, and there are risks associated with that.


So, when creating your landing page, keep GDPR and informed consent in mind.


 

3 Examples of Killer Landing Pages

1. Calendly

The content on this landing page is very clear and simple. The headline also catches the attention of the reader with the colour contrast on the word "better", giving the reader the clear message that Calendly will improve their workload and schedule.


The content below backs this up by elaborating on the message in the headline, and it has a big, bold sign-up button below (also stating that it's free to do so). This means the reader doesn't have to scroll down to get to the essence of the information.

Screenshot of a landing page on the Calendly website

2. Hubspot

Hubspot has hundreds of landing pages for its freebies as well as its services. Their landing pages are minimalist and in keeping with their brand, with little text and a big headline that says what it needs to say.


Again, the download button is there to see as soon as you land on the page, which takes you to a sign-up form. You can also scroll down to get more information about what the template includes and how to use it if you wish.


3. Scrivener (Literature & Latte)

Literature & Latte's product "Scrivener" is a tool many writers use to write their books. This landing page has an aesthetic and minimalist quality, and like the previous examples, its content is kept to a minimum.


There's also a video included for readers to watch and learn more about the product, which is a great tool for lead engagement

Screenshot of the scrivener landing page on the Literature & Latte website

 

Over to You

So those were my five steps to creating landing page copy that converts. The key lesson you should have learned is simplicity. A minimal word count, simple language, a clear message, and a persuasive style should be enough to convert those visitors into leads and customers. And above all, you must stay on brand.

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