What makes a good landing page? Ultimately, it comes down to copy. The landing page content you use can make or break your success.
But how do you go about copywriting for landing pages?
The best place to begin is to choose the right message you want to share. Then break that message into the different written components that you’ll include on your page. We break this down step by step below to help you create the most effective content for landing pages on your site.
In order to choose the right message, copywriters rely on identifying their target audience’s stage of awareness, identified as:
The length of your landing page will largely be determined by the reader’s state of awareness. Generally, the less aware the prospect, the more copy you write and vice versa.
Consider that people make decisions for emotional reasons, but justify them with logic. You need—every time—to supply them with both.
Therefore, it stands to reason that the readers who know less—and are lower on the “awareness scale” —need more information to make a decision. Just think of it as catching them up to knowing as much as the Product Aware and Most Aware folks.
How will you know what stage your reader is in?
Start by looking at what drove a person to your landing page and which traffic source brought them to you.
Was it a Google ad for a branded keyword phrase? The reader is probably Product Aware or Most Aware. Was it an email for a new subscriber? The reader is probably not Product Aware or Most Aware. Was it a Facebook ad promising a webinar to solve a problem? The reader is probably Problem Aware or in the earliest stage of being Solution Aware.
Once you’ve clarified your audience’s stage of awareness and the message that’s most suited to that stage, you can use the following 3 simple steps to content for landing page that enhance their awareness start to finish.
Your headline is one of the most important elements of your landing page. An engaging headline entices your customer to click through to your landing page, tells them what the page is about, and encourages them to keep reading.
So how do you create a captivating headline?
Here are 5 headline strategies that will help you engage your audience.
Questions arouse curiosity, which innately draws your audience into the page. Ask the question that your customers are already wondering, or ask a question that they didn’t even know they needed to ask. Your lead magnet should be the answer to that question.
Example: Will You Lose 20 Pounds In 10 Weeks?
The classic “how to” headline tells your audience that your lead magnet is going to provide a solution to a problem they’re having. This promises them some sort of value, which will make them want to keep reading to gain that value.
The “guide” formula is similar to this. You’re promising a solution to their problem by providing a guidebook or roadmap.
Example: Learn How to Lose 20 Pounds In 10 Weeks / The Ultimate Guide to Losing 20 Pounds In 10 Weeks
Consumers have choice. And it’s that choice that you’re going up against. They have to pick your product over your competitors’. So point out the difference and then show them why your lead magnet or product is the best solution.
Example: Why HIIT Is Better Than Cardio to Lose 20 Pounds
Emotions have power. In some cases, you’ll want to lead your audience to a rational conclusion. But when you want to compel your audience to take action—you’ll need to evoke an emotion.
Whether you opt for a fear-based headline or something a little more aspirational, the choice is yours. The strategy is to invite your visitor to feel the benefit of your solution before they ever click or convert.
Example: Don’t Be Scared to Step on the Scale Anymore
Regardless of the price point of your offer, your headline should emphasize the value (benefit) and reiterate in what format that value will be delivered.
Example: Get Your Free At-Home Weight Loss Ebook Right Now
You’ve opened the page with a strong headline that pulls your visitor into the offer. Now you want to bookend the landing page with strong calls to action that encourage your customer to take action.
The call to action should, of course, reflect the key purpose of your landing page.
Here are some examples of call to action formulas that have seen success:
Ultimately, you want your call to action button to be a clear, specific phrase with bold words that directs your customer to the next action of your sales funnel. Remember that copywriting for landing pages starts and ends with the main action or objective of the page.
You have the headline, which invites the customer to the offer, and the call to action, which finalizes their decision. But now you need to use the rest of the page to sell them on that offer.
All of your landing page copywriting should emphasize the benefits of your lead magnet. What will they get from you? You want to present your customer’s problem and emphasize how your offering solves that problem. You also want to highlight how your product or service solves that problem better than your competitors do.
Your landing page should focus on answering the question: what is our unique selling proposition (USP)? You may want to create a phrase or two that addresses this question and reiterate it throughout the landing page. Consistency and uniformity of messaging is key to conversion.
Here are a few essentials for writing high-performing copy:
Clarity: You want to cut out the fluff and focus on precise language that enhances your offering. Web users are in a hurry so you need to be clear and concise in order to keep them engaged.
Urgency & scarcity: Instill a sense of urgency so that your page visitors feel compelled to take action now for fear of missing out later.
Relatable language: Rather than ‘trying to sound professional,’ simply write like your audience speaks in their everyday lives. Use the words and phrases they use and you’ll communicate that you understand where they’re coming from.
Using your audience’s own words and reflecting their speech patterns back to them is an excellent way to create a relationship with your reader and illustrate your ability to empathize with their situation.
Address objections: Do your best to anticipate any objections your customer may have to your offering and overcome them one by one.
Every single word should contribute to your landing page’s ultimate goal. If it isn’t convincing your customer to take the next step, you create unnecessary friction that could potentially lose that visitor.
Once you’ve sketched out what written content you’ll include on your page, it’s time to consider how you can best design your landing page to support the key messages.
Bottom line: When copywriting for landing pages, remember the ‘next action’ you want your customers to take. Where are they in awareness now, and where do you want them to be? Every word of your landing page should bring them to that main CTA and actionable goal.