Guideline: How to Write Landing Page Content That Converts
The recipe for a high-converting landing page is not only an attractive design with a quality product. It’s a compelling copy in the first place. A website without text is like a body without a soul. You might have a SEO friendly landing page that generates great traffic, but it wouldn’t convert that well unless you have input. And not just some randomly generated or low-quality sentences, of course. We are talking about meaningful copies that spark visitors’ interest from the start and lead them to the “Buy” button.
So, it’s settled then — content is crucial. But what does it take to write a high-converting landing page text? It means adapting the copy to the style of your company, defining the tone of voice, choosing the right message, including customers’ pain points, and deciding on the CTA, to name just a few. It’s nowhere near an easy task, contrary to people’s belief.
We’ve crafted this comprehensive guide on how to write landing page content to increase your sales. To keep you interested, we also prepared some great examples of how a mere change of text brought an immense sales boost. Have a blast.
What is the Goal of the Landing Page?
A landing page is a unique web page designed for a specific purpose. In most cases, it is used to engage consumers with your product. Have you ever seen the links on social media accounts, emails, ads, or any other digital source that promotes specific products or services? If you click on such a link, you will instantly be redirected to the landing page. The goal is to offer you something valuable, like a retail discount code, or to provide you with more details about products in exchange for your purchase or subscription.
How to distinguish it from a regular webpage? Easy: landing pages are focused solely on converting customers and typically have only one page where visitors “land.” They are specifically tailored to a particular campaign or offer, guiding visitors towards a SINGLE, clear call to action. If the CTA works and many visitors click on it, your page is successful. If they leave your site without action, your campaign is probably underworked. Thus, you have to put much effort in writing landing page content to make the page work.
We intentionally highlighted “single” CTA because there isn’t usually more than one. It has to do with the “paradox of choice.” When the person is asked to complete several different actions at once, you take their attention away from the main goal.
Why Do Landing Pages Matter in Content Marketing?
Marketers love landing pages because they are rather catchy and each with a single purpose in mind, be it capturing leads, promoting products, or driving particular actions. This makes sense why landing page content marketing is gaining so much traction alongside blog articles. Now, let’s see in more detail what you gain from landing pages on your site.
Converting landing pages is all about delivering that spot-on message tailored for your audience. While generic web pages give a general overview of your company, the landing one serves a laser-focused purpose. It may promote a new product, announce an irresistible limited-time offer, or snag leads for your latest campaign. You are speaking directly to your audience’s pain points, desires, and needs, creating a content-rich landing page that hooks them in.
Simple, catchy, and shareable — that’s what a perfect landing page should be to reach a broader audience. Even if it is not the most converting source, it is still better to have one more touchpoint where people can learn about your brand. If coming across your profile is a brief glimpse, clicking on the landing page is a handshake. It creates a perfect landing for those interested in your offer, so you don’t need to get them interested but provide a more detailed overview of a particular service. More eyes on your business mean more leads and sales opportunities.
Sure, landing pages are snappy and attention-grabbing, but they’ve got substance too! You can dish out all the nitty-gritty details about your products or services without overwhelming your visitors. When you write landing pages that convert, keep it organized — your information becomes easy to digest and retain. From key features to mind-blowing benefits, you can paint a vivid picture of what you offer. When potential customers have everything they need at their fingertips, making decisions becomes a breeze — and they’ll be more likely to choose you.
Better Product Promotion
The content of the landing page plays an important role in promoting your latest gem. Their sleek and focused design ensures that your call-to-action (CTA) takes center stage. Do you want customers to buy, subscribe, or get in touch? Tell them loud and clear — no distractions allowed. With a tempting offer and a smooth user experience, your conversion rates can skyrocket. Plus, you’ll have all the juicy data to measure performance and fine-tune your strategies. It’s like having your own secret sauce for successful product promotions.
8 Tips for Writing Converting Landing Page Content
Enough definitions. Now we are moving to the section on how to write a landing page text that holds the user’s eye till the very purchase.
Come Up With a Catchy Headline
Grab your visitors’ attention right from the start with an attention-grabbing headline. Keep it short, compelling, and directly related to your offer. A great headline entices your audience to read further and discover what your landing page has in store for them.
Make Sure Your Text Is Scannable
People tend to skim rather than read every word on a landing page. Use bullet points, subheadings, and short paragraphs to make your content readable. Highlight key information to ensure visitors can quickly grasp the main points and benefits of your offer.
Keep the Content Focused
Stay on point and keep content for landing pages focused on a single goal or message. Avoid unnecessary distractions and explanations that may lead visitors away from your main call to action. The more focused your content, the clearer your message will be, increasing the chances of conversion.
Choose the Right Tone of Voice
Tailor your tone of voice to resonate with your target audience. Depending on your industry and audience, your style of writing can be professional, friendly, persuasive, or playful. Understanding your audience’s preferences and pain points will help you strike the right chord with your content.
Address Your ICP’s Pain Point
Speak directly to your Ideal Customer Profile (ICP) by addressing their pain points and challenges. Show them that you understand their needs and have the perfect solution for their problems. Relating to your audience on a personal level builds trust and encourages them to take action.
Back-Up Your Words with Results
Many copywriters write great landing page content, but it doesn’t convert without any social proof. Provide evidence of your product or service’s effectiveness. Incorporate testimonials, case studies, or data-driven results to demonstrate how others have benefited from your offering. This social proof adds credibility and instills confidence in your audience.
Utilize a Strong Call-to-Action (CTA)
After warming up your visitors with the details about your product or service, add a short yet smart CTA. It must be written in an action-oriented language to create a sense of urgency and encourage immediate action. But there is one more catch. “Sign Up Now,” “Get Started,” or “Buy Today” — what do they all have in common? They start with a verb. It’s necessary to make your CTA clear, prominent, and encouraging to action.
Sell the Emotions, Not the Product
You hardly go to McDonald’s to buy their mediocre burger. Think about it, there are many other places where burgers are cooked better. But, as with all other activities, we are driven by emotions. Therefore, we go there because of the sense of nostalgia or festivity, or any other emotional reason McDonald’s successfully implemented into their marketing strategy.
Once you know it, why not implement this strategy on your landing page? Emotionally-driven content landing pages connect with your audience on a deeper level, making them more likely to convert.
8 Effective Landing Page Content Examples
The theory is good, but the practice is better. Take a look at landing page content best practices. Maybe you find something useful to implement in your strategy:
HubSpot stays among the content landing page examples that many marketers follow. They understand their audience and address pain points with precision, all while using a friendly tone that resonates with marketers worldwide. Their powerful CTAs leave no room for hesitation, urging visitors to dive into the world of inbound marketing greatness.
Slack’s landing pages are a testament to simplicity and focus. They grab attention with a catchy headline, showcasing their collaborative magic in an easy-to-digest format. Addressing the pain points of fragmented communication, Slack demonstrates how it brings teams together like a well-oiled machine. Their persuasive tone and compelling CTA invite you to join the millions who have embraced seamless collaboration.
Struggling with ideas on how to create content for a landing page? Dropbox is a shining example of how to do it right. With a headline that oozes convenience and scannable content that highlights the key benefits, Dropbox makes file sharing a breeze. They back up their claims with real-life testimonials, building trust and credibility. Their irresistible CTA leaves you with no option but to join the cloud storage revolution.
Zoom knows how to write landing page content that converts, and they do it with style. With a no-nonsense headline and concise content, they make video conferencing a piece of cake. Addressing the need for seamless virtual interactions, Zoom demonstrates its prowess with impressive user stats. Their strong CTA seals the deal, leaving you eager to jump on the next online meeting.
Grammarly doesn’t only fix texts but also teaches us how to write content for landing pages. With a headline that promises writing perfection, their scannable content guides you through their ingenious features. They tap into the pain points of embarrassing typos and grammar slip-ups, offering a solution that elevates your writing game. Their persuasive CTA entices you to discover the joys of error-free communication.
Canva has repeatedly proved its brilliance at creating high-converting landing page content. With a catchy headline and content that showcases design possibilities, they empower you to design like a pro. Addressing the struggles of uninspiring visuals, Canva presents a world of artistic freedom. Their enticing CTA invites you to unleash your creativity and design your way to greatness.
Shopify’s landing page content strategy is to transform online business aspirations into tangible realities. A commanding headline and succinct content highlight their robust platform, streamlining the process of setting up shop. Reinforced by success stories from thriving entrepreneurs, Shopify inspires you to embark on your digital journey. Their compelling call-to-action prompts you to take the definitive first step towards online retail success.
Asana’s landing pages are project management powerhouses that keep teams in sync. With a clear headline and content that showcases their collaboration tools, Asana makes project organization a cinch. Addressing the pain points of chaotic workflows, Asana presents a harmonious world of efficient teamwork. Their strong CTA invites you to experience the joy of streamlined project management.
The article has come to a close. Let’s briefly summarize the landing page copywriting tips to make sure you didn’t miss out on important steps on how to write landing pages that convert.
A landing page is a single web page created to convince people to do something specific, like signing up for a service or buying a product. It’s simple and directs visitors to take that particular action by presenting them with clear information and an obvious call to action. The landing page writing matters because it’s the first thing visitors see. As a major touchpoint, it provides a wider audience outreach. For those who would like to get familiarized with your product a bit more, it will serve as a great source of additional info.
However, writing landing page content that converts leads efficiently is no mean feat. You have to come up with a catchy headline, adjust the tone of voice, make sure your text is short and to the point, and speak primarily through emotions. All of that requires much attention to detail and basic knowledge of how the customer’s brain works.
But worry not! We at Livepage are ready to lend you a hand in this promising endeavor. With 10+ years of experience in promoting sites and writing copies, we know all the ins of how to build a marketing strategy that will boost your conversion rates. Our team of experts will analyze your business niche and come up with a win-win solution for you and your target audience. Contact us today, and we’ll help your company to reach new heights.
What is a landing page?
A landing page is a standalone web page designed to convert visitors into leads or customers by offering to complete a specific action, like signing up or making a purchase.
What is a good conversion rate for landing pages?
A good conversion rate for landing pages varies by industry but generally falls between 20% to 25%.
What makes good content for landing pages?
Before writing a landing page text, do thorough research on customer pain points and how your product can address them. Your text is good if it is easy to read, grabs the eye, and gives enough reasons for people to stay with you.
How many landing pages should a business have?
The number of landing pages depends on the business’s offerings and target audience, but having multiple pages can yield better results. Even if you have only one product, different landing pages can be focused on different audience segments, increasing their effectiveness.
What are the types of landing pages?
Common types include lead capture (lead generation) pages, click-through pages, and product pages.
What are the key elements of a landing page?
A successful landing page must have a captivating headline, engaging visuals, persuasive landing page content, a clear CTA, and social proof to build trust. Want to learn more about how to increase landing page conversion? Check out our blog post for expert tips!