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Write Landing Page Copy That Converts

Tim Burd author profile image
These basic tips will lead to conversions.
These basic tips will lead to conversions.

Editor's Note: This post has been updated with new links and content.
Original Publication Date: January 17, 2019

The right marketing language can be a difference-maker when users are considering a purchase, subscription, or any other offer. Compelling landing page copy, therefore, is essential if you want to drive conversions.

This post is going to cover some of the most important factors in landing page copy. Our first tip is a simple one — literally.

KISS (Keep it Simple Stupid)

This is a common saying in the marketing world, and it applies to landing page copy too.

landing page copy kiss
Not the same KISS. But these guys are also VERY good at branding. - image source

You have a limited amount of space and time to explain what you are offering. Use short sentences and write as if your audience is reading at a 6th-grade level.

Your copy should:

  • Be clear and relevant to your audience.
  • Focus on your leads' needs and the positive outcomes of converting.
  • Use a second-person point of view ("You," "Your") in your copy.
  • Be consistent and free of grammer grammar and spelling errors.
  • Use different themes, tones, and tactics to test your copy.

Click here to learn how you can optimize your mobile landing page to boost sales.

4 Components of Successful Landing Page Copy

1. Headline: Your landing page headline is usually the first thing your leads will see. Your headline should be simple and clear but bring a punch. Again, be specific and focus on the most important part of your offer.

landing page copy headlines
Use creative and powerful headlines to grab the attention of your audience and cut through the clutter. Keep in mind that clarity should be the top priority.

2. Call-To-Action (CTA): Your CTA can come in many different forms on your landing page. Make sure your copy is relevant and directly corresponds to other content on the page while focusing on helping your leads achieve their goals.

CTA can go along way in turning leads into conversions.
Spotify's landing page has a compelling headline and two calls to action — and only needs 9 words to do it. They also use bold colors to differentiate between the free and paid versions.

Also, your CTA should always be visible on your landing page so that users can take action the moment they're ready. Be sure to include a button or link in every landing page section or row, or add a "sticky" header or footer that stays on-screen as users scroll.

3. Body Copy: This is where you can anticipate and answer your leads' questions about your offer. It is important to do some research on your audience when writing your body copy. Avoid being too “wordy” (remember KISS?) but make sure to include key points.

4. Give Proof: Buyer testimonials, reviews, and users’ social posts are all valuable additions to your landing page, but you can use others' words as inspiration for your landing page copy too. This will help you reduce potential objections and make your leads feel more comfortable with what you are offering. Let your happy customers write the copy for you!

Test Your Landing Page Copy

Testing is key in creating compelling landing page copy that turns leads into conversions. Something as simple as changing a single word in a headline might be the difference between success and treading water.

Consider testing headline and subheadline variations. Use different versions of your CTA copy to see what resonates with your audience. And be mindful of how your landing page images, design, and flow support your copy. 

Get tips on testing directly from Facebook here.

Finally, creating successful landing page copy takes time. Take the time to experiment and improve your on-site elements before you scale. Be patient and figure out what works best for your audience, and use those lessons to create more effective content.

Happy Hunting!

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About Tim Burd

Tim Burd is a public speaker, consultant, and serial entrepreneur who’s been called the “Godfather of Facebook Advertising” for his many years of supporting and empowering digital marketers.

Tim’s Facebook Ad Buyers Group is the largest community of online advertisers in the world. He is the co-founder of AdLeaks, an exclusive subscription-based community, and resource for digital marketing and business growth.

In addition to hosting Mastermind workshops and events, Tim has been featured on publications and platforms ranging from Forbes and Bloomberg to Buzzfeed and Bravo.

Tim Burd lives in Newport Beach, California, and works with clients worldwide as a high-end advertising consultant and business development expert.