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Understanding Your Landing Page

What is the purpose of a landing page?

  • A landing page is a digital storefront for your business, product, or service, designed to convert visitors into customers.
  • Its primary goal is to persuade visitors to take a specific action, such as filling out a form, making a purchase, or subscribing to a newsletter.
  • A well-designed landing page can help you achieve your marketing goals and increase conversions.

What is a good landing page conversion rate?

  • A good landing page conversion rate varies depending on the industry and target audience, but a general benchmark is 2-5%.
  • According to WordStream, the average landing page conversion rate is 2.35% across industries, with the top 25th percentile of landing pages hitting 5.31% or higher.
  • To determine your conversion rate, simply divide the number of conversions a web page generates by the number of people who visited that page.

How to define your landing page’s primary goal

  • Identify the main goal that your landing page wants to serve, such as creating awareness, generating leads, or driving sales.
  • Your landing page copy should directly target the company’s primary goal and be clear and concise.
  • Be it any goal, your landing page copy should be focused on achieving that specific objective.

Planning Your Page Copy

Customer research for your landing page

  • Conduct customer research to gain a deep understanding of your target audience’s needs, pain points, and motivations.
  • Use customer feedback to answer questions about your target audience and create a customer persona.
  • Sixty percent of marketers use customer data when making decisions, and compelling landing page copywriting requires a deep understanding of your target audience.

Brand research and messaging for your landing page

  • Think through your unique selling proposition (USP) and how it differentiates your business from competitors.
  • Develop a clear and concise brand message that resonates with your target audience.
  • Use customer research to inform your brand messaging and ensure it aligns with your target audience’s needs.

Determining your page goals and value proposition

  • Decide your landing page’s primary goal and ensure it aligns with your overall marketing strategy.
  • Develop a clear and concise value proposition that communicates the benefits of your product or service.
  • Use customer research to inform your value proposition and ensure it resonates with your target audience.

Identifying your target audience and traffic source

  • Identify your target audience and understand their needs, pain points, and motivations.
  • Determine the traffic source for your landing page, such as social media, email marketing, or paid advertising.
  • Use customer research to inform your target audience and traffic source, and ensure your landing page copy aligns with their needs.

Crafting Your Value Proposition

Writing your value proposition

  • Use a headline and a subheadline to articulate three main things: what, who, and how.
  • Communicate the benefits of your product or service and how it solves a problem for your target audience.
  • Use customer research to inform your value proposition and ensure it resonates with your target audience.

Communicating with your target audience

  • Use the language your customers use, not the words your marketing department uses.
  • Strong landing page copy trades in industry jargon for the words of your customers.
  • Use customer feedback to understand the language your customers use and ensure your landing page copy aligns with their needs.

Applying psychology to your copy

  • Use psychology to create a sense of urgency and encourage visitors to take action.
  • Use social proof, such as customer testimonials and reviews, to build trust and credibility.
  • Use scarcity tactics, such as limited-time offers, to create a sense of FOMO (fear of missing out).

Structuring Your Landing Page

Planning your information hierarchy

  • Plan your information hierarchy to ensure your landing page copy flows logically and is easy to read.
  • Use a clear and concise headline and subheadline to communicate your value proposition.
  • Use bullet points and short paragraphs to break up the content and make it scannable.

Choosing your page elements

  • Choose the right page elements, such as images, videos, and CTAs, to support your landing page copy.
  • Use visuals to break up the content and make it more engaging.
  • Use CTAs to encourage visitors to take action and convert.

What about design?

  • Use design to create a visually appealing landing page that aligns with your brand.
  • Use white space to make the content easy to read and scannable.
  • Use color to draw attention to important elements, such as CTAs.

Writing Effective Copy

Writing attention-grabbing headlines

  • Use attention-grabbing headlines that communicate your value proposition and grab the visitor’s attention.
  • Use action-oriented language, such as “Get Started” or “Sign Up.”
  • Use questions, such as “Want to Increase Your Conversions?” to pique the visitor’s interest.

Crafting persuasive body copy

  • Use persuasive body copy that communicates the benefits of your product or service.
  • Use social proof, such as customer testimonials and reviews, to build trust and credibility.
  • Use scarcity tactics, such as limited-time offers, to create a sense of FOMO (fear of missing out).

Using social proof and curiosity in your copy

  • Use social proof, such as customer testimonials and reviews, to build trust and credibility.
  • Use curiosity, such as questions or statements that pique the visitor’s interest, to encourage visitors to read on.
  • Use scarcity tactics, such as limited-time offers, to create a sense of FOMO (fear of missing out).

Optimizing Your Landing Page Copy

Analyzing your page copy

  • Analyze your page copy to ensure it aligns with your target audience’s needs and is optimized for conversions.
  • Use A/B testing to test different versions of your landing page copy and determine which one performs better.
  • Use analytics to track your landing page’s performance and make data-driven decisions.

Convert with a call to action

  • Use a clear and concise call to action (CTA) that encourages visitors to take action and convert.
  • Use action-oriented language, such as “Get Started” or “Sign Up.”
  • Use CTAs to encourage visitors to take action and convert.

Writing your call to action

  • Use a clear and concise CTA that communicates the benefits of taking action.
  • Use action-oriented language, such as “Get Started” or “Sign Up.”
  • Use CTAs to encourage visitors to take action and convert.

Making your CTA copy visually appealing

  • Use design to make your CTA copy visually appealing and stand out on the page.
  • Use color to draw attention to the CTA.
  • Use white space to make the CTA easy to read and scannable.

Common Mistakes to Avoid

Vague headlines

  • Avoid using vague headlines that don’t communicate your value proposition.
  • Use attention-grabbing headlines that communicate your value proposition and grab the visitor’s attention.
  • Use action-oriented language, such as “Get Started” or “Sign Up.”

Overusing jargon

  • Avoid using industry jargon that your target audience may not understand.
  • Use the language your customers use, not the words your marketing department uses.
  • Use customer feedback to understand the language your customers use and ensure your landing page copy aligns with their needs.

Mismatched messaging

  • Avoid using mismatched messaging that doesn’t align with your target audience’s needs.
  • Use customer research to inform your messaging and ensure it resonates with your target audience.
  • Use a clear and concise value proposition that communicates the benefits of your product or service.

Overpromising

  • Avoid overpromising and underdelivering.
  • Use customer feedback to understand the language your customers use and ensure your landing page copy aligns with their needs.
  • Use a clear and concise value proposition that communicates the benefits of your product or service.

Weak calls to action

  • Avoid using weak calls to action that don’t encourage visitors to take action.
  • Use a clear and concise CTA that communicates the benefits of taking action.
  • Use action-oriented language, such as “Get Started” or “Sign Up.”

Using Templates and Examples

Get started faster with a template

  • Use a landing page template to get started faster and ensure your landing page copy is optimized for conversions.
  • Use a template that aligns with your target audience’s needs and is optimized for conversions.
  • Use customer research to inform your template and ensure it resonates with your target audience.

10 landing page copy examples that work

  • Use landing page copy examples that work to inform your own landing page copy.
  • Use customer research to understand what works and what doesn’t.
  • Use A/B testing to test different versions of your landing page copy and determine which one performs better.

Best Practices for Your Landing Page Copy

Identify a core problem

  • Identify a core problem that your target audience is facing and create a solution.
  • Use customer research to understand the language your customers use and ensure your landing page copy aligns with their needs.
  • Use a clear and concise value proposition that communicates the benefits of your product or service.

Propose a solution

  • Propose a solution that solves the core problem your target audience is facing.
  • Use customer research to understand the language your customers use and ensure your landing page copy aligns with their needs.
  • Use a clear and concise value proposition that communicates the benefits of your product or service.

Define your conversion goal

  • Define your conversion goal and ensure it aligns with your overall marketing strategy.
  • Use customer research to understand what works and what doesn’t.
  • Use A/B testing to test different versions of your landing page copy and determine which one performs better.

Use a clear visual hierarchy

  • Use a clear visual hierarchy to make your landing page copy easy to read and scannable.
  • Use design to create a visually appealing landing page that aligns with your brand.
  • Use white space to make the content easy to read and scannable.

Conclusion

Your landing page copy will always be a work in progress

  • Your landing page copy will always be a work in progress and require continuous optimization.
  • Use customer feedback to test and refine your landing page copy.
  • Use A/B testing to test different versions of your landing page copy and determine which one performs better.

See how to optimize your entire page

  • Use analytics to track your landing page’s performance and make data-driven decisions.
  • Use A/B testing to test different versions of your landing page copy and determine which one performs better.
  • Use customer feedback to test and refine your landing page copy.
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