Driving traffic to your website is only half the battle — converting them is where the real win is.
Most conversions happen on landing pages because such pages are squarely aimed at converting users.
Landing pages are different from other web pages, like your homepage, which introduces your business, or your blog page, where you inform and nurture readers.
A landing page has one job: to get users to take action.
Your job, then, is to make sure your landing page can fulfill its role. One of the top ways you can do this is by landing page copywriting.
So, this blog guides you on how to write landing pages to inspire your website visitors to take action.
Here’s a quick look at the tips on how to write landing pages copy:
1. Craft a striking headline.
2. Align subheadings appropriately.
3. Simplify and structure for readability.
4. Optimize for search engines.
5. Have a clear call-to-action (CTA).
6. Ask and answer questions.
7. Use unique data or statistics.
8. Tell a story to your audience.
9. Add strong social proof.
10. Show more trust signals beyond reviews.
11. Stir up a sense of urgency.
12. Use humor where appropriate.
13. Add high-quality and relevant visuals.
14. Test and refine your copy.
15. Learn from others.
Copywriting Tips on How To Write a Landing Page
Landing page copywriting might sound daunting for some. But in reality, it isn’t rocket science. It boils down to executing a set of strategies.
Many landing page copywriting experts follow these tips. Here’s how to write a landing page:
1. Craft a Striking Headline
A landing page headline is the large, sometimes bold, text prominently displayed on your landing page. You might call it a header, title or your H1. It’s the first thing users see when they visit your page, and it could also be the only thing they see if they decide to leave right away.
When writing landing page copy, your headline should give visitors an idea of what your business is all about.
(Think with Google)
For Think with Google, its headline is alliterated: “Insights. Ideas. Inspirations.” It’s direct yet clever, encapsulating the three elements of what users can get on the platform.
(Queue-it)
Queue-it’s headline for one of its pages cleverly name-drops big brands using its product, tapping into the prestige and familiarity of these household names to highlight its own value to website visitors.
2. Align Subheadings Appropriately
Your subheadings should complement your headings, offering a closer look and further emphasizing the key details. If your main heading is more on the creative side, subheadings can offer balance to ensure clarity in your text.
(Discord)
On Discord’s landing page for its subscription service, Nitro, its subheading clearly highlighted benefits: upgrade your emoji, personalize your profile, share and so much more.
3. Simplify and Structure for Readability
Your landing page is not a blog, so you shouldn’t treat it as such. Bombarding visitors with blocks of text can quickly diminish their interest. Keep in mind that rather than merely informing users as you would with blogs, landing pages are primarily designed to convert.
(Shopify)
Shopify’s pricing page is a great example of this. It has a section where you can compare different plans at a glance. For visitors who want more details than an overview, they can toggle the [+ Full list of features] button just below.
4. Optimize for Search Engines
While landing pages are often used for paid ads, they’re also powerhouses for drawing in organic visitors. The trick lies in identifying the exact phrases your target audience is plugging into search engines. After that, you want to pepper them throughout your landing page, making sure they appear in both the headline and the body.
(Bitly)
For Bitly’s QR Code product, its main keyword is naturally “QR code,” and you can see it’s inserted twice in the heading and once in the subheading.
5. Have a Clear Call to Action (CTA)
A call to action, as the name suggests, prompts your audience to take a specific action. CTAs could entail clicking a “buy now” button on a sales page, subscribing to a newsletter or signing up for a free trial. No matter what your call to action is, users must clearly understand what you’re asking them to do.
(Linkree)
On Linktree’s Instagram landing page, the primary call to action (CTA) encourages visitors to sign up, located in the upper right and lower left corner of the above fold. If you visit the page and scroll through, you’ll see the same CTA strategically placed a total of 10 times across the page.
The example emphasizes the need for clarity as well as reiteration.
6. Ask and Answer Questions
When writing your landing page copy, you can employ a question-and-answer approach. Such a technique naturally guides your audience through the learning process in a way that’s more digestible and engaging — all while preemptively resolving consumer doubts.
(Evernote)
For Evernote’s “Why Evernote” page, they asked the question and went on to provide a simplified answer for its curious website visitors.
Another fitting landing page where you can employ this approach is the “How It Works” and “Frequently Asked Questions (FAQs)” pages. Asking basic questions that visitors may have, like “What does this product do?” to more detailed questions, such as “How can this service streamline my daily tasks?” facilitates the decision-making process.
7. Use Unique Data or Statistics
Data or statistics lend convincing power to your landing page copy. Mentioning something like “Trusted by 22,000+ brands” can compel users to explore your brand further. However, if you choose to include a phrase like that, it’s best to specify some of the brands you’re working with or serving by showcasing their logos for credibility.
(Notion)
(Slack)
Another way to use stats to strengthen your landing page copy: On one of Slack’s pages, it highlighted a figure “97 min” — that’s how much time its users can save each week with Slack. To ensure visitors that the number didn’t come out of thin air, Slack also cited the source for this statistic.
8. Tell a Story to Your Audience
Storytelling can capture both minds and hearts, whether in person or on a landing page. On some landing pages, trying for a more conversational or friendly tone can work wonders, rather than just crafting short, punchy lines, provided it stays true to your brand.
(Monday.com)
On Monday.com’s About page, the copy leans towards a storytelling approach. If you visit the page and scroll further down, you’ll see the maintained conversational tone in its copy.
9. Add Strong Social Proof
Customer reviews and client testimonials serve as powerful social proof that strengthens the persuasive impact of your copy. Being user-generated content (UGC), customer reviews are seen by prospective buyers as genuine and reliable.
(ExpressVPN)
ExpressVPN’s download page has a section called “What people are saying about ExpressVPN” that provides a snapshot of its star ratings on the Apple App Store and Google Play. Next to it, you can see selected reviews from both platforms for users to read.
(Notion)
For Notion, it spotlights an extracted powerful statement from one of its client testimonials.
10. Show More Trust Signals Beyond Reviews
Beyond your customer reviews or client testimonials, there are additional trust signals you can incorporate, such as press releases. Whether they’re organically obtained or not, press releases can have a positive impact on the purchasing decisions of users on your website.
(Wheel)
For Wheel, press releases or mentions are showcased on its About page by showcasing the logos of the publications that featured them. When you visit the page, you’ll notice that these logos are clickable images that direct you to the actual news articles.
Making sure that users can click through to where you’re mentioned reinforces transparency and assures users that you’re not falsely claiming endorsements by adding publication logos without merit.
11. Stir Up a Sense of Urgency
When prospects perceive something as limited or scarce, such as your offerings, they’re more likely to act quickly. Phrases such as “limited stock available,” “available until supplies last,” “expires on” and “only a few stocks left” help to instill a feeling of urgency.
(Hostinger)
On Hostinger’s web hosting page, it created a sense of urgency in its copy by adding a countdown timer. Its CTA clearly says “Claim Deal,” further encouraging its site visitors to take action.
12. Use Humor Where Appropriate
Humor connects people; it can do the same with brands and their customers. As long as it’s appropriate and on-brand, try to inject humor into your landing page copy.
(Cards Against Humanity)
Cards Against Humanity uses a humorous tone in its copy, without a doubt staying on-brand.
13. Add High-Quality and Relevant Visuals
Visuals such as images, videos or even simple text symbols can turbocharge your landing page’s appeal. The imagery or the look and feel of your landing page is just as important as your copy. For example, if you’re selling hand-made earthenware, you need to showcase actual images of them.
(Dreamy Blankets)
Dreamy Blanket’s ad on Google led to its landing page that showcases the blankets it sells. If you visit the shop and hover over the images, they will change into a closeup look of the design. Clicking on one of the listings, users will find even more photos of the product.
(East Fork)
East Fork’s product images were also interactive. Hovering over one magically fills the bowl with a choice of food, as shown on the left, showcasing to potential buyers how it looks when in use.
14. Test and Refine Your Copy
You can do an A/B testing of your landing pages with different copy and visual elements. The idea is that you set up different versions of your landing pages and then track your website’s analytics to see which version performs better.
Following the testing, you can direct all of your traffic to the variation that performs better. Or you can make adjustments by combining the elements that work on both pages onto a new landing page.
Some of the website metrics you need to keep track of are:
• Conversion rate
• Bounce rate
• Average time on page
• Click-through rate (CTR)
• Exit rate
• Pageviews per session
• New vs. returning visitors
• Goal completion rate (GCR)
• Lead generation costs
• Scroll depth
15. Learn From Others
What are your competitors doing? Where are they winning, and where do they fall short? These are questions you can ask for competitor research and analysis. From the data you collect, you’ll gain insights into which tactics you should abandon, maintain or enhance.
Another way you can learn from others is by consulting with digital marketing professionals. Working with professionals in copywriting for landing pages allows you to bank on expertise that comes from years of experience and tools, which can be expensive, especially for small businesses.
Website Copy Template Examples
Just to further inspire you in writing landing page copy, here are some examples of website copy templates.
*Website copy templates are taken from Squarespace’s template library.
As you get into writing landing page copy, remember these key components:
• Headline
• Subheading
• Call to action
• Lead generation form
Related read: 15 Reasons Website Visitors Don’t Convert
Get Expert Copywriting for Landing Pages
Whether you want to guarantee results or focus on your core business operations, there are plenty of good reasons to bring in the experts.
Thrive has a wealth of experience in copywriting for landing pages for businesses of different sizes and in different industries. Along with landing page content writing, here are some of our services you might find helpful for your business:
• Landing page content writing
• Copywriting
• Conversion rate optimization (CRO)
• Email marketing
• Social media marketing
• Pay-per-click (PPC) advertising
At Thrive, every service we offer is meticulously crafted with a dual focus — not only to draw visitors to your website but also to transform those visitors into customers.
When it comes to writing landing page copy, our team places a strong emphasis on maintaining our client’s unique brand voice, reflecting your personality and values. What’s more, our landing page content writers also ensure that your copy is rich in the right keywords to improve your visibility in search.
Talk to our team — let’s write a landing page copy that works.
