Landing Pages that Work - Copy that Converts
As a copywriter, you’ll have to write a lot of landing pages. Modern businesses depend on these pages, and it’s your job to ensure they convert.
Writing a landing page is vastly different from writing a blog post or another piece of content. In this guide, you’ll learn how to write and design landing pages that work. We’ll call on a few examples as well, so you can see the techniques in action.
But first, you need to understand why we write landing pages…
What is a landing page?
A landing page is a specific type of web page that’s used in marketing or advertising. It’s the page people ‘land’ on when they click on a link or an advert. You won’t find this page as part of your website when browsing around, it’s specifically used when people click on links and are taken to your site.
The whole purpose of a landing page is to generate leads. It’s almost like a follow-up to the previous advertisement. Let’s say you have an online ad promoting a product, the landing page for that ad would go into the product in more detail. It tells the lead about it, shows them why they need it, and hopes to convince them to buy it.
Similarly, landing pages can be used to generate leads for other purposes, such as:
The list goes on, and this actually provides the first tip when constructing your landing pages: consider what your goal is. What do you want people to do when they’re on this page?
This is arguably the most important question as it influences how you write your content and design the page. Trying to sell a product is different from trying to get someone’s email address. Choose your goal, and now you can begin the page design.
A Catchy Headline & Supporting Copy
Funnily enough, landing pages begin like most other web pages or pieces of copy - with a headline. This is a statement that matches what the user clicked. For example, let’s say you advertised to ‘save money on copywriting services’. The headline for your landing page should match the advert and tie the two together. It confirms to the reader what they’re looking for. If the headline is for something entirely different, it causes too much confusion and your landing pages won’t convert.
As you can imagine, the headline comes at the top of the page. It should ideally be the first thing someone sees and reads. This example from Panda7 shows what a great headline should look like on a landing page. It gets straight down to business and is a continuation of the advertisement. Here, the headline is that you ‘Save up to 30% on your car insurance in minutes’. Instantly, it grabs your attention as you think: hmm, I want to save money on car insurance!
From a writing perspective, there are two things to note:
From more of a design standpoint, aside from the headline placement, the other key point is the font size and style. It’s in bold and considerably larger than the supporting text below it.
That brings us onto the next point; you need supporting copy underneath the headline. The purpose of this copy is to add some context to the headline. Again, it should get straight to the point and only be a sentence or two long.
In this example, the copy says ‘Panda7 searches across major insurers and lets you buy your car insurance online within minutes.’ Basically, t follows up on the headline and tells you what the business will do to help you buy insurance and save money. Notice how the copy is smaller as it’s not supposed to attract immediate attention. The idea is you spot the headline then naturally read the copy after.
Supporting Video (Optional)
Alongside your headline and supporting copy, you may include a video. This will basically describe your offering in a more visual format. It’s good to have this option as some people prefer to watch a video than read a landing page. However, it’s not an essential element as it might not make sense for everyone depending on what your landing page focuses on.
A Call To Action
Every landing page needs a call to action (CTA). This is something that tells your audience what they need to do. It should be incredibly clear and easy for everyone to see as soon as they land on your page. Ideally, your CTA should be near the top of the page, directing the audience to complete an action and become converted.
This Lyft landing page is a perfect example of how to use a CTA. As soon as you land on the page, you’re face-to-face with the call to action. It’s telling you to sign up and become a driver. There’s a simple text box to put in your mobile number, and a big button saying ‘Next’. It’s clear what needs to be done and what will happen when you do it - clicking the button helps you sign up to become a Lyft driver.
A CTA is interesting as it rarely requires much copy. Usually, you need text on a button telling people where to click. Most of the time, the headling and supporting copy does a good enough job of explaining the situation and direct the audience to the CTA.
Speaking about the CTA design, a button is an obvious choice. However, you can also see forms with various fields, or a simple text box with a button, as seen on Lyft.
Subheading & Additional Copy
Sometimes, your headline and CTA are enough to convert your leads. Other times, people need a bit more information. This is where you start introducing subheadings and more copy. Your subheading is a simple statement that catches the eye and provides additional context for your offering. This landing page by Zumba is a brilliant example to look at. There’s the headline, supporting text, and CTA all at the top of the page. As you scroll, you’re met with a subheading that says ‘Get the tools you need to start teaching’ - it builds on the headline of becoming a Zumba instructor.
This is followed by additional copy to support the headline. In this case, there are a few snappy bullet points showing you what you’ll get if you sign up. You should follow a similar pattern when writing your landing page copy. It needs to be very snappy and easy to read. You should tell the audience what they’ll gain from your offering. Using bullet points or headings is great as it splits up the text and makes it easier for people to read and see all the steps at once.
Having social proof on your landing page is very important. In essence, this relates to reviews, ratings, testimonials, etc. Basically, anything that proves your offering is worthwhile. It gives the audience a sense of trust as they see what other people have said about you.
As well as reviews, social proof can be seen through licenses or accreditations. A great example of this is evident on the Edupath landing page. They’ve got a Seal of Approval from the National Parenting Center. There are also a few quotes next to this, showing what people think. It builds a lot of trust and gives the offering more strength.
Typically, your social proof comes after the subheading and additional copy. It should stand out on its own, so people notice it as they scroll. This is such a crucial element as many users could be on the fence until they see some proof that you are worth their time and money.
The next few elements of your landing page are all about reinforcing the offering and convincing the user they should complete an action. This is where most of your copywriting skills come into play. Here, you should have another heading and perhaps some benefits of your product/service/whatever else you’re offering. Focus on how the user will benefit from completing the action, and why you’re better than anyone else.
If you have any specific product features, they will be listed here as well. Be sure you describe the features in simple terminology that everyone will understand. Finally, you could end with a FAQ section where you answer some common questions. This is done to dispel any doubts and answer potential queries someone might have. It’s your final attempt at convincing a user they should follow the CTA.
Speaking of which, it’s useful to have another CTA at the bottom of the page. Perhaps a simple button calling your users to click and fill in a form, or whatever you like. It increases conversions as people get to the bottom of the page and see the CTA right in front of them. They’re more likely to follow through than if they had to scroll all the way back up.
To summarize, your landing pages shouldn’t be too long and they should get straight to the point. When writing, be sure you use persuasive language with a focus on what your offering brings to the table, and how the user will benefit.
If you want to learn how to write better copy for landing pages or advertising purposes, SFSC can help you out. We have a range of courses designed to fine-tune your writing skills and engage your audiences. Check out all of our courses here!