How to Write a Converting Landing Page Copy in 7 Simple Steps

A Good Landing Page Copy is key to Convert a User into a Customer

Crafting a compelling landing page is crucial for converting visitors into customers. Whether you’re promoting a product, service, or offer, the landing page copy plays a pivotal role in driving conversions. In this guide, we’ll take you through a 7-step process to help you create an effective landing page that resonates with your audience and encourages action.

Step 1: Ask the Right Questions

Begin by understanding your audience and their needs. Ask yourself:

Who is the target audience of the page?
What problem does the page address?
What is the objective of this page?
What will be the source of traffic for this page?
Where in the sales funnel is this page positioned?
What is the main message of this page?
What metrics will you use to measure the success of this page?

For example, take a software development firm or agency that develops AR and VR solutions for Fortune 500 companies. Their goal is to attract more booked calls to their landing page from a LinkedIn ad they published.

Here’s an example of a BAD landing page header copy.

In the example above, the target audience is not specified, therefore we cannot assume which problem this page addresses.

In addition, the CTA for “contact us” does not specify the objective of the page, nor does “learn more” which does not tell us where it takes us to.

The headline is vague and uses general words such as “immersive experiences” so word your hero section carefully.

If you had 1$ budget, you should spend 80 cents on your headline.

Here’s an example of a GOOD landing page header copy.

This landing page header is an example of how you should break down your text and elements to produce a comprehensive page structure.

It tells you what the company offers (develops 3d simulations and models), why it offers it (helps peak customer experience), and who it offers it to (fortune 500 companies).

In addition, the “3 checks” help better understand what the product or service offers.

With the CTA “let’s discuss your project”, it’s much easier for the user to understand the next step, which will likely send him to a contact form or page.

Similarly, to “watch how it works”, which will send the user to a video explainer for more information on the project.

Hero section have 4 functions:

Grab attention
Select the audience
Give a complete message overview
Lead the reader to the body copy

We will now continue to step 2, defining your audience.

Step 2: Define Your Audience

Unclear messaging can lead to a bad landing page. It’s important to select the right messaging that resonates with your target audience and addresses their objections. Avoid trying to appeal to everyone, as this can dilute your message.

Unclear audience = unclear messaging = bad landing page

Cant select the right messaging
Don’t know the objections
Try to talk to everyone

Below, we have highlighted the audience, which is Fortune 500 companies. That is essentially, who we want this page to be seen from. We have also circled the message we’d like the audience to take into account when reading the page’s copy.

Step 3: Position Your Page Within the Journey

Identify the key elements that position your page within the customer’s buying journey. This includes understanding the traffic source and defining the call to action before writing the page content.

The key elements include:

The input: which is the traffic source. In this case, it’s paid traffic from LinkedIn.
The output: the call to action, which is to book calls to discuss the project.

Once the strategy is validated, move on to the page’s messaging.

Step 4: Select Your Main Message

Your landing page should have one clear and compelling message that resonates with your audience. Focus on:

A real problem your audience faces daily
Your capacity to solve this problem
Their way of doing things without the problem
Your solution as the bridge to the dream outcome

Visually, this is how it would look like:

Step 5: Shape Your Positioning

To stand out from the competition, work on defining your tone of voice, personality, semantics, and limits. Avoid using generic messages like “market-leading” or “best-in-class,” as these can make your page seem generic.

To not sound like any other page build a unique look and feel, and work on those 4 points:

The tone of voice = how you sound.
Personality = who you are
Semantic = what keywords you use
Limits = what you cant do

In the first example above, the page is written with a generic, boring tone, which does not give a unique look and feel to the page or the business.

The idea is to have the user hooked with the mood you wish to express.

In the example above, we have pointed out the “mood setters” elements. It could be colors, visuals, and copy.

To speak directly to Fortune 500 companies, we set the “mood” and tone of the header as professional and straightforward.

But before you write any landing page copy, you’ll have to conduct research.

Step 6: Conduct Research with a Swipe File

Gather insights from interviews, keyword analysis, audience analysis, social media analysis, and trend analysis. Create a swipe file that includes audience pain points, the dream outcome, objections, the main page message, and the benefits of your offer.

Conduct research with a swipe file:

Interviews with in-depth insights
Semrush for keyword analysis
Linkedin for audience analysis
Brand24 for social media analysis
Google for trends analysis
Sales team recording

Add these 5 elements in your swipe file:

Research audience pain points and needs
Highlight the dream outcome
List the most common objections
Select main page message
Choose the 3 benefits of the offer

Your swipe file is the bridge between your messaging and copywriting:

Strategy and research > messaging > Swipe file > Copywriting

Step 7: Follow the Copywriting Rules

When writing your copy, ensure it is specific, clear, coherent, and provable.

Follow these rules:

Write a headline on the value proposition
Name the solution with a unique selling proposition (USP)
Show the outcome after using the offer
Explain how you deliver the value
State the core benefits and features
Write a specific call to action
Add social proof with testimonials
Build trust with logos, data, and case studies

Conclusion:

Crafting a converting landing page copy requires careful planning and execution. By following these 7 steps, you can create a landing page that resonates with your audience, addresses their needs, and encourages them to take action. Remember, your landing page is often the first impression a visitor has of your brand, so make it count!