Landing Page Copywriting can make or break your conversions. Even if your landing page gets traffic, poor copy can cause visitors to leave without taking action.
Poor Landing Page Copywriting often causes visitors to leave without taking action. However, if your copy is unclear or full of jargon, it does not just fail to persuade people; it actually makes them want to click away. As a result, every person who leaves your page without doing what you want them to do is like money walking out the door.
Why Landing Page Copywriting Matters for Conversions
Landing pages that do not do well have problems. These problems include:
- Using jargon of clear language. For example, when you use buzzwords or vague industry terms like “solutions” or “next-gen platform,” you are not telling people what they will actually get.
- Not having a clear value proposition. Therefore, if someone visits your page and cannot figure out what is in it for them within a second, they will leave.
- Talking about features of benefits. Listing what your product can do is not the same as showing what it means for the person buying it. In fact, when you focus on the benefits, you answer the question people really care about.
- Having an unclear call to action. When you say things like “submit” or “learn more” you are not asking the person to do anything. You are not promising them anything in return.
- Not having any proof. If you do not have things like testimonials, logos, reviews or numbers on your page people have no reason to trust what you are saying.
- Having much text. When you have blocks of text without any headings or bullet points it is hard for people to scan. Most people are just scanning, not reading.
Landing Page Copywriting Rules That Increase Sales
To fix these problems you need to follow some rules:
- Be clear not clever. Your headline and subheading should answer what you are offering, who it is for and why it matters. You can be clever later after people trust your landing page and your product.
- Talk about benefits then features. Of saying “we have cloud-based storage with 256-bit encryption” say “you can keep your files safe and accessible from anywhere”. Then you can tell them about the feature that makes that possible. That will help your landing page convert better.
- Know who you are talking to. If you try to talk to everyone you will not persuade anyone. You need to talk to one person and address their problem in their language. That will help your landing page and your product.
Quick-Win Rewrite Exercise
Take the headline on your page. Change it using this formula: what you will get, without the problem you have even if you are worried about something.
For example:
- “Project Management Software”
- After: “You can hit every deadline without having to go to a lot of meetings even if your team does not like following a process.”
- According to HubSpot, a clear value proposition and strong copy can improve landing page conversions.
How Better Landing Page Copywriting Improves CTA Clicks
- Before: “Sign Up”
- After: “Start managing your projects for free.”
Making small changes like these can often make a big difference in how well your page converts, which is why it is usually a good idea to test your headlines and main messages first instead of trying to redesign the whole page. That will help your landing page and your product.
The 10-Point Landing Page Copy Checklist
- Your headline tells people what they will get, not what kind of product you are selling and that will help your landing page convert better.
- Your subheading tells people who your product’s for or answers a question they might have and that will help your landing page and your product.
- You tell people what they will get from your product within the screen and that will help your landing page convert better.
- You talk about the benefits of your product first then the features. That will help your landing page and your product.
- You have something on your page that proves what you are saying, like a testimonial or a logo and that will help your landing page and your product.
Test, Do Not Guess
After you have rewritten your copy you need to make sure it is working. You should test headlines and main messages because these are usually the things that make the difference. You should track how many people click on your call to action how many people fill out your form and how many people actually convert, not how traffic you are getting. Your copy is not something you can just finish and forget about it is something that is always changing, like your product, your audience and your market and that will help your landing page convert better.
Bad copy is not a problem, with how your page looks it is a problem that is costing you money. If you fix your copy you will probably get conversions. That will help your landing page and your product.
