How To Do Landing Page Copywriting Like A Pro

If you want to write high-converting landing page copy, then what I’m going to show you in this article will be some of the most important stuff you’ll see.

Landing page copywriting has become a daily bread of life for any digital marketer who is in any way focused on generating leads and customers.

Almost every company selling products and services online uses landing pages to generate leads and sales. And the effectiveness of them is going to strongly depend on the copy that you write.

So, how are you going to write the best sales copy possible? Well, that’s exactly what I am going to show you in this article.

So, are you ready to begin? If so, let’s dive in…

Write An Attention-Grabbing Headline

Example of a landing page headline that grabs attention

There is a good ol’ saying among world-class copywriters, “A headline is 80% of your copy’s success.”

And there is a reason for that. If your headline sucks people won’t get past it and leave. The moment your headline doesn’t get people to go ahead and read the rest of the landing page, you lost a customer regardless of how great the rest of the sales copy is.

If nobody goes past the headline, nobody buys.

So, guess what is the element of the landing page sales copy that you will pay the most attention to? Yup, the headline.

The headline has to grab attention and cause people to read the rest of the copy. There are many ways to do that and that’s why here are my 3 personal favorite headline templates that you can use:

  • Who Else Wants To [BIG PROMISE]? – This headline assumes a lot of people already got the results you promise and that’s why it is especially appealing to people.
  • How To [BIG PROMISE] Without [PAIN] – This headline appeals to a desire in your dream customers and promises them that you’ll reveal to them how to fulfill it without the thing that they want to avoid at all costs.
  • Discover A Secret To [BIG PROMISE] – This is a curiosity-based headline that causes people to sit impatiently ready to find out what is the secret you are talking about. The words ‘discover’ and ‘secret’ are especially appealing.

All of these have been proven to work several times over and over again. Definitely try using them for your own landing page copywriting.

Keep in mind that this part of the sales copy needs to be as great as possible. Best copywriters write even 75 headlines before deciding which one to pick. So, invest time in it.

And now, that you know how to write a great headline, let’s move on to the next important part…

Spend 80% Of The Time Doing Research

Did you think, the most important part of the landing page copywriting process is the headline? Well, nope. That’s the second most important thing in the process. The first extremely important thing is research.

If you’re not going to spend your time doing research, the entire copy is going to bomb before you even start writing…

Why? The entire landing page copy is based on appealing to your dream customer. If you don’t know what they like, hate, struggle with, or deal with in their personal lives…

How do you expect to write a sales copy that is going to cause them to take action? It’s impossible. You can’t even use the headline scripts I have given you without doing proper research.

How you should invest time as a copywriter infographic

And that’s why it is so important. Everybody is so fired up to start writing that they forget this and then the entire sales copy is based on a guess.

Guessing is a horrible sales strategy and that’s why most of the sales copies fail…

And that’s why you have to do your research carefully. Here are some questions you need to clearly answer to write a landing page copy that sells:

  • What are their fears and anxieties?
  • What are their hopes and dreams?
  • What are their sources of stress or frustration?
  • What are their deepest desires and needs?
  • What do they find inspiring or motivational?
  • What are their insecurities or doubts?
  • What are their most treasured memories or experiences?
  • What are their biggest challenges or obstacles?
  • What are their aspirations and goals in life?
  • What kind of emotions do they experience when using your product or service?
  • What kind of emotional benefits does your product or service provide for them?
  • What kind of emotional triggers are most likely to persuade them to take action?
  • What kind of emotional language resonates with them?

Answering these questions is going to give you an edge when it comes to writing a landing page copy that converts. You can probably see that all of these questions are about the emotional motivators of your dream customers, and that’s because of one simple reason…

People buy based on emotions and justify the purchase with logic.

However, of course, it is important that you know the demographics of your dream customers clearly as well. So, do your research on that too.

Based on all of this data you are going to write every single line of the sales copy. Don’t skip this step if you want to get results.

And now, let’s move on to the next part…

Write The Way You Talk

One of the big mistakes that beginner copywriters make when writing sales copy for landing pages is that they try to be formal. Being formal rarely ever works.

Selling is not a formal occasion. EVERYBODY, regardless of you being in B2B or B2C business, is a human and they want to do business with other humans, preferably those who sound like friends.

Nobody wants to read 50 pages of formal junk. This is not law writing. This is copywriting.

So, write the way you talk and sound like a friend. Not only it will make the landing page copy far easier to read but it will also persuade more of your dream customers to act.

And now let’s move on to the next landing page copywriting tip…

Use A Proven Copywriting Formula

This tip is extremely important. A great copywriting formula is going to help you make the landing page copy convert and also, it will make it far easier to write.

That’s because it will give it a system and you’ll have a clear idea what to write about and when.

One of my favorite copywriting formulas to use is the good ol’ AIDA which you likely know even if you’re not a copywriter.

AIDA is an acronym that stands for Attention, Interest, Desire, and Action. It is a formula used in copywriting to guide the reader or viewer through the sales process and motivate them to take action. Here’s how it looks like:

  • Attention: The first step is to grab the reader’s attention with a strong headline or opening sentence. This should be attention-grabbing and relevant to the reader’s needs or interests.
  • Interest: Once you have their attention, you need to maintain their interest by providing information that is interesting and relevant to them. This can include statistics, facts, or other persuasive information.
  • Desire: The next step is to create a desire for your product or service by highlighting the benefits and unique features that set it apart from the competition. Use emotional language and storytelling to create a connection with the reader.
  • Action: Finally, you need to motivate the reader to take action by providing a clear call-to-action that tells them what to do next. This can include signing up for a free trial, making a purchase, or contacting you for more information.

Here’s an infographic that kinda sums up this entire formula and that you can download if you want to have somthing concise right next to you:

AIDA Copywriting formula infographic

And now, let’s move on to the next landing page copywriting tip…

Don’t Use Jargon

When you’re writing copy for a landing page, your primary goal is to convince the reader to take a specific action, such as signing up for a free trial, making a purchase, or filling out a form.

In order to do that, you need to communicate your message clearly and effectively.

One of the biggest mistakes that copywriters make is using technical jargon or industry-specific language that the average person may not understand.

This can be a major turn-off for readers, and can make your message seem confusing, intimidating, or irrelevant.

For example, let’s say you’re trying to sell a software product that helps businesses manage their supply chain logistics. If you fill your landing page with technical terms like “sourcing optimization,” “freight consolidation,” and “vendor scorecards,” you’re likely to lose the attention of your target audience, who may not be familiar with these terms and may feel overwhelmed or intimidated by the complexity of your product.

Instead, it’s important to communicate your message in clear, simple language that your target audience can easily understand.

This means using words and phrases that are familiar to them, and avoiding technical jargon or industry-specific terms that they may not be familiar with.

For example, instead of using technical terms like “sourcing optimization,” you could describe the benefits of your product in simpler terms, such as “our software helps you find the best suppliers and negotiate better prices.”

Instead of using terms like “freight consolidation,” you could describe how your product helps businesses save money on shipping costs.

By using simple, easy-to-understand language, you can communicate your message more effectively and increase the likelihood that your target audience will take the desired action.

This can ultimately lead to higher conversion rates and greater success for your landing page and your business as a whole.

Got it? Fantastic.

I hope you found these tips helpful and now it’s time to put them into action. So, don’t wait.

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