Writing a Convincing Copy

A landing page needs a persuasive copy to do its job. You may have a template selected for further editing, but without at least a vision of what the page will be about, you won’t go far. There are a few crucial elements you should cross off of the copy list:

  • Headline
  • Description
  • CTA copy
  • Testimonials
  • Benefits

We’ll break each of them down into bits, but before we do that, please welcome three pieces of advice I’d like to give you that should influence your whole copywriting process.

Three Pieces of Advice Before Writing

Marketers and business owners often forget that a landing page is not a product card. It’s not here to explain each nuance of your kickstarting idea and certainly shouldn’t list out every functionality the product has.

A landing page should plant a seed of interest into the hearts of people visiting it.
It has to include just essential information and a few reasons why it’s worth buying or signing up for what you’re advertising with it.

People usually skim internet content, and there’s no reason to believe that in this case, they would behave differently. The visitors will most likely read the headline, maybe the description that comes right after it, and – if they’re interested – a copy on the CTA button (hopefully right before clicking it). The rest of the landing page content is for really engaged visitors, those who already took a second step on the customer journey. Your job is to capture the essence of the landing page in as few words as possible.

While writing, keep in mind the personas you’ve prepared beforehand. Everything you write should be focused on your perfect customer – that’s who you need to convince, not some random visitor.



One of the best assets of the Internet is that once-written words aren’t printed out and unchangeable. On the contrary, it’s necessary to constantly change, improve and sometimes even start over with the copy.


Some landing page builders offer A/B tests, which is an essential feature for trying out different versions of content, with your landing page still up and running. Observing how visitors respond to changes leads to nothing but better results.


Basically, with tweaking your copy you risk nothing, but you can gain a lot – there aren’t many win-win situations in online marketing, but this one definitely is, so why not use it?

Don’t Be Afraid to Make Changes

Write for Your Perfect Customer

Write Short and Simple

Trying to write things that will convince everyone ends up with a generic copy directed to no one.

Think of what interests them, what they would want to hear, and what benefits would actually make them choose your offer.

5 Copy Elements You Should Include in Your Landing Page

...that catches the attention of a visitor. It’s like welcoming someone to your house. You can greet them smiling, pointing to a favorite spot by the table, or you can mutter something indistinctly while scratching your head. Be sure to go with the first option.


Write a short, relevant headline, which indicates what the landing page is all about. Avoid irritating click baits and overpromising – there’s literally no one who likes that kind of stuff.


Say a bit about your offer in the headline. State clearly what people will get after conversion. Try to respond to a visitor’s problem. Your headline should offer a real solution, not a hollow promise.

Headline...

The piece of copy after the headline should also be short. Describe the product, service, or whatever you’re advertising – make it long enough to include a few essential pieces of information (not all of them!), but short enough to avoid being skipped by almost everyone.


Think of it as an extension to a headline – a few words that include more detail, but don’t disturb the flow of reading through the landing page.

Description

Some people say that there’s nothing more important than a Call To Action on a landing page. It’s the last stop before conversion. It’s also the last chance for you to convince the visitor to hit that button.


While writing a CTA copy, keep in mind that it should refer to a goal. Specifically:
it should say what exactly would happen after clicking the button – leave no space for wondering. Also, you can use the area above the button to make a proper introduction for CTA.

CTA Button

Benefits

Many landing page creators thoroughly describe the features of their products, hoping that including more information about the product or service will result in well-informed customers and more sales. The reality, though, shows that people are tired of scrolling through lists of features – instead, they want to know how their lives will change after buying them. It’s more important that the phone’s battery will last two days than that it has 6 000 mAh.


While listing benefits, try to include only those that will have an actual influence on people’s lives and at the same time, are unique and can be found only in your offer. If you’re hosting an event (like a conference), emphasize not only what people will learn but how they’re going to use it in the future.


If you’re giving away an ebook written by you, tell people how the knowledge gathered inside would influence their everyday work after reading.

Looking for valuable content that would convince the unconvinced? Add customer testimonials! But not any testimonials – only the real ones.


Notice that I didn’t say “the positive ones” or “the 5-star ones”. Opinions on your landing page don’t have to be all praising your company or your products, but they certainly have to be real.


The Internet is swarming with fake, insultingly stupid “testimonials”, filled with admiration over even the most boring stuff. Of course, they’re not signed, unless it’s “Andy from North Carolina” or “Wendy from Birmingham” along with no picture or a stock one.


Believe me, in 2021, people have usually adjusted their BS radars to what’s going on and most likely won’t buy fairy tales from no-name characters. Instead, they’re looking for legit information coming from real people. That’s why solid, reliable influencer marketing is so valuable right now.

Testimonials

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Takeaways

Writing copy for a landing page may not be easy, but it is rewarding. Cleverly written, constantly improved text can bring many leads and, eventually, sales.

1. Write short and focus your writing on a Customer.

2. Test, tweak, and improve anytime you can.

3. Spend some time on writing a killer headline.

4. Include benefits, not features.

5. Add only real opinions.

Designing a Landing Page

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The fifth part of this Chapter will focus on writing landing page copy. You will learn about the key parts of the written content as well as the most important do's and don'ts.