Make the Copy on Your Landing Page More Effective

Examples of landing page copy

You should write each line on a landing page with the goal in mind. It may sound obvious, but my experience shows that straying away from the goal while writing happens far more often than sticking to the topic.

Today, I’ll show you how to make sure that the copy on your landing page is well-written and compelling.

First impressions – the headline

I know it’s tough, but try to look at your landing page from the visitors’ perspective. Imagine the entire journey, from verbalizing the need, through stumbling upon an advertisement, up to clicking it and landing on your page.

Types of headlines on a landing page

Now read the headline and ask yourself: are those the words I’d expect?

Why the question? Marketers tend to write fancy copy for their ads, but the key to understanding, converting, and eventually buying your stuff is not fanciness, it's simplicity. I’ve mentioned message match quite a few times before, but I’m doing it again because it’s so important.

Of course, landing page headlines are supposed to be entertaining, but most importantly, they should inform what this landing page is about. Without it, visitors may get confused, and that’s the least desired emotion you’d like to evoke.

Hint: if you’re not really sure how to create a great first impression for your visitors, check out competitors’ landing pages. Search for the same keyword you’d like to promote your landing page on and see their approach to this matter.

Value proposition

The headline is crucial, but that doesn’t mean the rest of your landing page copy isn’t important. Speaking of first impressions – right after the headline comes the value proposition… or rather should come.

While creating landing pages, many people assume that the headline is clear and visitors will know what it is all about. Don’t fall into that trap – even if you spend hours honing your headline and you’re sure that it’s as understandable as it gets, you should save some space for presenting the actual offer of your landing page. Say what exactly people will get out of reading and finally converting on your landing page.

Hint: one or two sentences are usually enough to pass the message to the users.

Also, if you’re planning to include an explainer video, cut the text to a minimum. But first, think through the necessity of creating a video like this.

It’s one of the spots on landing pages where you can actually write something longer than a few words. Focus on the benefits, present how the product, service, or whatever you’re advertising works in favor those who decide to buy it.

Include 2-4 benefits, illustrate them with icons or photos, but focus on leading visitors to the goal. That’s particularly important if you want people to contact you (as a conversion). Avoid saying too much on a landing page – encourage visitors to make contact by showing them just a tip of the actual benefit, enough to make them curious.

Benefits – spread your wings

Social proof – vox populi

In the trustworthiness contest of you, as a brand representative or the creator of the advertised product versus a random user, you don’t stand a chance. People are more likely to believe the users, and this is why you should get social proof.

Ask your customers to share their thoughts about your product or your brand. Create a survey to reach out to those who subscribe to your newsletter or post a feedback-gathering question on your social media.

Ok, so you now have your opinions. But what about optimizing them?

Contact people who answered directly to ask permission to use their feedback (preferably with a name and photo) to create a testimonial section on your landing page. Why is it so important? People are more likely to believe the actual users. Having an opinion that isn’t associated with a real person means nothing at all.

Also, try to reach out to a person well-known in the niche you’re working in – but make sure that they are recognizable among your target audience.

If you’re trying to write a perfect copy, you’ll most likely fail, but that’s ok. What is more, your content may now be excellent, but it can be weak a week later. That’s why it’s crucial to review your landing pages from time to time.

Also, testing various copy options is a great way to find out which approach works best for your landing page. But we’ll get to that later.

Test, test, and then test some more

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Let us know what you think about Landing Page Academy, and we’ll send you a handy Landing Page Checklist in return. The checklist will help you make sure your landing page is ready to rock!




1. Make sure the headline matches the copy on an ad that directs people to your landing page.

2. Include the value proposition in the above-the-fold section.

3. Wisely choose 2-4 benefits and describe them shortly to make people curious about what they can get out of your offer.

4. Add real-people opinions, and if it’s possible, get an influencer’s testimonial.

Get the Most out of A/B Testing

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What's next?

In lesson 5, we’ll be talking about A/B/x testing and some other ways to determine which approach you should take in developing your landing page or if it needs changes at all.