8 Must-Have Tips for Writing Landing Page Copy That Converts

Conversion copywriters — the individuals who write touchdown web page copy that converts readers and delivers gross sales — are fantastic human beings. Their writing pulls in readers, generates conversions, and in the end produces buckets of money.

Would not you wish to have that present?

There’s excellent news right here: It’s solely partly present. The remaining is simply method — method you could be taught and grasp. You — sure, you! — can unleash the identical wizard-like conversion copy powers, so long as you perceive the methods at play.

8 Suggestions for Writing Nice Touchdown Web page Copy

You see, conversion could be very a lot a science of the thoughts — how your prospect‘s thoughts processes info, makes choices, and decides to transform. On this submit, I’ll describe eight writing methods which might be confirmed to work.

After placing your time and assets into producing site visitors, right here’s how one can flip site visitors into income by creating copy like a conversion professional.

Listed below are the landing page copy finest practices we’ll cowl:

1. Spend time writing a killer headline.

This isn’t the most effective information you’re going to learn all day, however somebody must say it: People don’t meticulously read your landing page copy. They scan, they skim, and so they enable their eyes to flitter throughout the web page, however they don’t (normally) learn each phrase.

So, what’s a copywriter to do? Go discover a job the place somebody appreciates our exhausting work?

No. We adapt to the shopper and produce copy that can compel them to transform regardless of their skimming habits. Right here’s what prospects do take note of:

• The headline.
• The subheading (normally).
• Photos.
• CTA buttons.

After that, prospects might or might not learn the next:

• Main part headings.
• Bullet factors.
• Brief paragraphs.
• Picture captions.

That ought to offer you an thought of what to concentrate on as you write your conversion copy.

An important piece of content material is the ten or 15 phrases within the headline. Nail that, and also you’ll have come a good distance.

To assist convert the non-readers, it is best to:

1. Make your headline huge, sturdy, and clear.
2. Use a compelling subheading that pushes your product’s advantages.
3. Present giant photos that exhibit the advantages of your merchandise and clarify your message.
4. Use sturdy copy in your CTA.
5. Break your copy up into main sections, led by a headline in giant sort.
6. Use bullet factors to debate the advantages of your product. Brief bullet factors. Not lengthy ones.
7. Use quick paragraphs reasonably than lengthy blocks of textual content. Any paragraph over 5 traces lengthy will be exhausting to digest.
8. Use captions in your photos.

Caught? HubSpot’s Campaign Assistant can assist you generate copy, and it’s free to make use of.

2. Use buyer testimonials.

Some of the highly effective conversion copywriting methods isn’t about writing in any respect; it’s about letting comfortable prospects write your copy for you.

Testimonials produce conversions like nothing else can. It’s unattainable to jot down copy pretty much as good as your buyer. Why? As a result of good copy isn’t simply model and substance — the supply issues, too.

Testimonials are compelling as a result of they present the shopper what they are going to expertise in the event that they use your services or products.

Zapier’s touchdown web page is a good use case for these buyer testimonials. A key to its profitable, high-converting touchdown pages is that it locations testimonials entrance and middle, that includes an image of the shopper alongside a quote. It additionally makes use of the shopper’s full job title and firm together with an organization emblem, which actually bolster the testimonial’s credibility.

Bear in mind, your finest conversion writers are your prospects, so allow them to communicate for themselves. Social proof is a robust addition to your copywriting and advertising and marketing technique.

3. Emphasize the advantages — not the product/service.

Some of the necessary classes I’ve discovered in on-line advertising and marketing is that prospects don’t actually care about your services or products.

In different phrases, they don‘t care in regards to the “resolution” you’re making an attempt to promote to them. A bunch of Harvard researchers performed a study of 1,400 B2B prospects in a wide range of fields and concluded that we’d reached “the tip of resolution gross sales.”

That research was from 2012, however its findings have been supported extra not too long ago — McKinsey & Company’s 2024 study confirms but once more that B2B prospects are appearing increasingly more like particular person customers, finishing a big a part of the customer’s journey earlier than ever interacting with a gross sales rep.

Historically, gross sales was predicated on the “solution-selling method.” Aja Frost, HubSpot’s senior director of world progress, says that resolution promoting “rests on a fairly easy premise: Prospects wish to be solved for, and salespeople are uniquely outfitted to be those who resolve for them.”

That strategy has declined in recognition for one quite simple cause: Prospects already know what resolution they’re searching for. They’re able to studying nearly something due to the web and search engines like google and yahoo.

The truth is, not solely do prospects know the answer, additionally they know the options they’re searching for, the necessities the product should meet, and even benchmark pricing.

If you’re solely pitching your resolution, you’re not giving your prospects what they want and wish. You could pitch advantages.

It’s okay to say your resolution, as a result of that indicators to the shopper that they’re in the appropriate place — however don’t push that resolution. As an alternative, push the advantages.

Let’s take a look at an instance from Unbounce, which efficiently emphasizes the advantages of its product on this touchdown web page: “extra conversions,” “prompt optimization,” and “banish writers’ block.”

GetACopywriter.com leads with advantages on its touchdown web page, pictured beneath. Its supreme buyer is searching for copywriters, so it merely pitches the advantages of utilizing its service to seek out one — like human (not AI) writers and search engine marketing optimization.

Advantages trump options each time. If you wish to take your touchdown web page copywriting to the subsequent degree and improve conversion charges, put buyer advantages on the forefront of your advertising and marketing efforts.

4. Maintain your writing easy.

The very best conversion copy you’re going to learn will come within the subsequent two phrases: Be easy.

You could be pretty much as good of a author as Stephen King or Joan Didion, however that does not matter a lot as a result of literary prowess is ineffective in conversion copy. Your strongest writing talent is simplicity. Simplicity sells.

Take Optimizely, for instance. It produces good touchdown pages for its purchasers, however check out its personal touchdown web page:

Is that it? Sure, sure it’s. And it’s extremely efficient. Why? As a result of it’s so extremely easy.

Let’s go to one other touchdown web page service — Get Response. Its touchdown web page has a bit extra to it, however not a lot:

Simplicity once more. Did whoever wrote these touchdown pages sit round for hours brainstorming, testing, tweaking, standing in entrance of a whiteboard with a fistful of coloured markers, thumbing via a thesaurus, taking lengthy walks in nature, and meditating on the which means of life to be able to produce such good simplicity?

Nope. They only wrote the only, clearest statements they might.

However simplicity doesn’t suggest changing creativity with meaningless buzzwords. ConversionXL created a list of words that entrepreneurs ought to do their finest to keep away from:

• “On-demand advertising and marketing software program”
• “Built-in options”
• “Versatile platform”
• “World chief”
• “As soon as-in-a-lifetime alternative”
• “Altering the way in which X is finished”
• “Paradigm shifting”
• “Exceeding buyer expectations”

These clichés don’t work anymore — it is advisable preserve it easy. (And if you happen to want inspo on methods to do it proper, we’ve received 31 great marketing tagline examples.)

Listed below are a number of ideas for conserving your touchdown web page copy easy:

• Use a easy sentence construction.
• Maintain sentences quick. Just one thought per sentence.
• Use quick phrases. Brief phrases are simple to know and skim.
• Don’t get fancy together with your wording — don’t use a $5 phrase when a 50¢ one will do.
• Be clear and succinct. Use essentially the most fundamental phrases to explain what you’re making an attempt to say.

In case you will be easy, you’ll be able to write nice conversion copy.

5. Write like a human.

There’s one other method that can assist you to crush your competitors: Sound like a human being.

Sooner or later, a bunch of copywriters determined it will be nice to supply copy that sounded strained and robotic. Who’s writing these items? And who’s studying these items? I don’t know, however I do know that nobody is changing on it.

Now that AI is a typical step in advertising and marketing workflows, together with writing content material, the human contact is extra necessary than ever. That doesn’t imply you need to keep away from AI, it simply means it is advisable edit it and ensure it sounds human.

Folks favor to attach with different individuals, not with robots. That’s why your copy must sound like a human wrote it. Listed below are some particular issues you are able to do to make your writing extra private:

• Write the way in which you communicate.
• Use regular phrases, like those you’d use if you happen to had been speaking to a 10-year-old. For instance, why use “convivial” if you should utilize “pleasant?”
• Use quick sentences.
• Break grammar guidelines if the writing nonetheless sounds good and pure.
• Be humorous.
• Use first individual.
• Use contractions. “You’ll be amazed” sounds way more pure than “You can be amazed.”
• Use expressions you’d use in a standard dialog. “Critically.” “I’m pondering…,” “Wait a second.” “It was loopy.” “Wow.” “It was fairly superior.” “It’s like…”

Ramit Sethi, a private finance advisor, entrepreneur, and writer of the weblog I Will Train You To Be Wealthy, has sky-high conversion charges and a strong private model. His blogs learn like a private e-mail to a finest pal. He doesn’t even thoughts tossing in a phrase or two that he would use if he was hanging together with his buddies.

Try this excerpt from considered one of his blog posts about whether you earn enough money:

Sethi is conversational however nonetheless authoritative. Attempt to get your self away from the concept that you’re writing “copy,” and consider it extra as a dialog. In case you try this, you’ll write higher. You’ll sound like a human. Your conversion charges will go up.

6. Use numbers and get particular.

The extra particular you might be, the extra plausible and persuasive you’ll be. Which considered one of these claims is extra persuasive to you?

• “Your conversion charges will explode!”
• “Within the final 90 days, buyer conversions have elevated by a median of 78.2%.”

The second is way extra particular, and subsequently extra plausible. Anybody could make blanket claims about awesomeness, however not everybody can cite statistics and detailed metrics.

Let’s check out an instance. Try this touchdown web page from Calendly, which mixes buyer testimonials and particular numbers that promote Calendly’s advantages:

How efficient would it not be if Calendly claimed to have “tens of millions of appointments scheduled?” It’s actually a lot much less compelling than one thing as particular as “a 160% improve in prospects reached” or “a 20% lower in scheduling errors.” Attaching every of these numbers to a selected shopper makes this much more particular.

The quantity makes an enormous distinction. Prospects need particular details about advantages different prospects are seeing, and so they need particular examples of what they are going to expertise. Specificity is a robust device.

7. Ask for readers to take motion.

The ultimate killer strategy of a conversion professional is the call-to-action. In case you don‘t ask for conversions, you gained’t get them. That’s why I counsel that you just begin with the tip purpose in thoughts — and the entire level of your touchdown web page is that conversion. Your whole copy ought to be constructing as much as that conversion. Do not be shy!

Equally, writing CTA button copy is simply as necessary, if no more so, than the remainder of the copy in your web page. Bear in mind how I discussed that CTA buttons are copy that folks truly learn? It issues. Easy modifications in wording can create big conversion will increase — simply keep in mind to conduct A/B checks.

For extra concepts on CTA copy that drives clicks, check out these 14 real-life examples of great CTA copy.

8. A/B take a look at your copy.

Source

conversion copywriter isn’t simply writing — you’ve received to be testing, too. How else will you realize what sort of writing converts increased or decrease to your viewers?

There are every kind of A/B tests you are able to do on a touchdown web page — photos, placement, movement, format, and so forth. Rebecca Hinton, a CRO strategist at HubSpot, ran an A/B test in 2024 that tested a tiny layout tweak — and it led to twenty% extra conversions on considered one of our touchdown pages.

Often, nevertheless, the most important beneficial properties come from modifications within the copy. If you wish to acquire increased and better conversion charges, you’ll want to check your copy together with the opposite components of your touchdown pages.

Don’t count on to hit a house run in your first at-bat. You’ll succeed by rigorously, methodically, and deliberately testing each variation. Listed below are among the issues you’ll be able to take a look at:

• Headline variations
• Subheading variations
• CTA copy
• Lists of advantages

Take a look at small issues, too. Altering a single phrase within the headline may make a huge effect in your conversion charges. You gained’t know except you try it out. (Don’t know how to run an A/B test? We’ve got tips.) 

In 2024, HubSpot examined totally different copy on CTA buttons for a few of our free downloads. We examined three variants towards a management, and located that “Obtain for Free” received extra clicks than “Obtain Now” or “Obtain the Free Template.”

You should use HubSpot’s free landing page builder to check web page variations towards one another.

Get Began With Writing Touchdown Web page Copy

All in all, boosting conversion charges begins with killer copy. An entire lot relies on the phrases that you just sort together with your keyboard. Fortunately, it’s not some insurmountable activity — anybody can learn to do it. With the appropriate copywriting methods firmly in place, you’ll be able to obtain increased conversion charges.

What methods do you employ to jot down your conversion copy?

Editor’s observe: This submit was initially revealed in October 2014 and has been up to date for comprehensiveness.