Chapter 8 of 13
Copywriting for Landing Pages: Words That Convert
Write headlines, CTAs, and body copy that persuade visitors to take action.
Headline Formulas That Work
The AIDA headline grabs Attention, builds Interest, creates Desire, and prompts Action - all in one line. "Stop Losing Leads - Get the Template That 5,000 Marketers Use to Double Their Opt-Ins" follows this pattern: it starts with a pain point, references social proof, and promises a specific outcome.
Question headlines work when your audience is problem-aware but solution-unaware. "Tired of Landing Pages That Don't Convert?" creates immediate resonance because the visitor is likely experiencing that exact frustration. Follow the question with a subheadline that introduces your solution.
Number-based headlines signal specificity and scannability. "7 Landing Page Mistakes Killing Your Conversion Rate" promises a clear, structured payoff. Odd numbers tend to outperform even numbers in testing, and headlines with numbers consistently get higher click-through rates than those without.
Writing Benefit-Driven Body Copy
Features describe what your product does. Benefits describe what your customer gets. "Our builder has a drag-and-drop editor" is a feature. "Build any page you can imagine without writing a single line of code" is a benefit. Always translate features into outcomes the reader cares about.
Use the "so that" bridge to convert features into benefits. Take any feature statement and add "so that" followed by the reader's gain. "Our pages load in under 2 seconds so that you never lose a visitor to a slow page." This simple technique ensures your copy always leads with value.
Break your copy into short paragraphs and use subheadings to create a scannable structure. Most landing page visitors scan before they read. If your subheadings tell a compelling story on their own - independent of the body paragraphs - scanners will get enough context to convert without reading every word.
Crafting Calls to Action
CTA copy should complete the sentence "I want to..." from the visitor's perspective. "Get My Free Template" works because the visitor thinks "I want to get my free template." "Submit" fails because no one thinks "I want to submit." This simple test prevents weak, generic CTAs.
Add urgency or scarcity when appropriate and honest. "Start My Free 7-Day Trial" adds a timeframe. "Claim Your Spot - 23 Seats Left" adds scarcity. But only use these elements when they are true - fake urgency erodes trust and damages your brand permanently.
Pair your CTA button with a brief reassurance statement directly below it. "No credit card required," "Cancel anytime," or "Unsubscribe with one click" address the last-second objection that prevents the click. These micro-copy elements can improve conversion rates by 10-20% with minimal effort.
Handling Objections in Your Copy
Every visitor arrives with objections. Price, time, trust, and complexity are the four most common. Your landing page copy should address each relevant objection before the visitor reaches the CTA. If they hit the button with an unresolved concern, they will not click.
FAQ sections are one of the most effective objection-handling tools. They let you address specific concerns in a format readers are accustomed to. "How long does setup take?" "Can I cancel anytime?" "Will this work for my industry?" Answer honestly, and use each answer as an opportunity to reinforce your value proposition.
Guarantee language is especially powerful for purchase pages. A money-back guarantee reverses the risk - instead of the buyer risking their money, you risk your time. "Try it for 30 days. If you're not satisfied, we'll refund every penny - no questions asked." This removes the financial objection entirely.
Editing and Polishing Your Copy
Cut your first draft by 30%. Most landing page copy is too long, not because the information is unnecessary, but because the writing is inefficient. Replace phrases with single words: "in order to" becomes "to," "due to the fact that" becomes "because," "at this point in time" becomes "now."
Read your copy as if you are a skeptical stranger who just clicked an ad and landed on this page. Does the headline match the ad? Does the value proposition make sense in under five seconds? Are there any unanswered questions that would prevent you from converting? Fix those gaps.
Ask someone outside your industry to read the page and explain back what you are offering. If they cannot accurately describe it, your copy is too insular. Landing pages need to communicate clearly to people who have never heard of your brand - because most of your traffic fits that description.