Writing Landing Page Copy That Drives Action
You need landing page copywriting tips that push visitors to act. Great copy is more than words. It’s your silent salesperson guiding prospects toward your offer.
Here’s why great copy matters: your words can make or break your conversion rate. The average landing page converts just 2.35%, with top performers hitting 5.31% or higher (HubSpot). Let’s break down the proven strategies you can apply today.
Nail Your Unique Value Proposition
You only get one chance to hook visitors. Their attention span is measured in seconds. Here’s what wins:
Define a Concise USP
Spell out your unique selling proposition in plain language. Ask yourself:
- What specific result do you deliver?
- Why is your approach different?
- How quickly can customers see value?
Your USP should be one sentence or less.
Align With Audience Needs
You’re not pitching to everyone. You’re selling to a specific group. Use language they speak:
- Reference their pain points
- Highlight the exact benefit they crave
- Tailor your message to their situation
Unlike your homepage, a landing page focuses on one goal. Learn more in our landing page vs homepage guide.
Write Headlines That Hook
Your headline is the gatekeeper of engagement. Screw it up and visitors bounce.
Keep It Short and Clear
Aim for 15 words or fewer. Use simple, direct phrasing:
- “Double Your Leads in 30 Days”
- “Create High-Impact Ads Without the Hassle”
Lead With the Result
People respond to outcomes, not features. Tell them up front what they’ll get:
- “Get More Subscribers With a Single Button”
- “Cut Admin Time by 50%”
Focus on Benefits, Not Features
Features describe your product. Benefits sell it. Flip the narrative.
Translate Features Into Outcomes
Feature: Unlimited storage
Benefit: Never worry about running out of space
Use Persuasive Language
Pull power verbs and emotive adjectives:
- “Unlock instant access”
- “Experience seamless automation”
- “Save precious hours”
Spice up your copy, but keep it genuine.
Build Trust With Social Proof
Trust is your fastest path to conversion. Show evidence your solution works.
Use Testimonials and Reviews
Quote real customers. Focus on:
- Specific outcomes
- Before-and-after stories
- Measurable results
Video testimonials can boost credibility and engagement. Embedding video content can increase conversions by up to 80% (Unbounce).
Showcase Logos and Stats
Familiar logos lower skepticism. Include:
- Partner or client logos
- Industry certifications
- Key metrics (“Over 10,000 customers served”)
Reinforce every claim with solid proof. Dive deeper into trust signals.
Design CTAs That Convert
Your call to action is the turning point. Nail it and you win big.
Make CTAs Action-Oriented
Use verbs and urgency:
- “Start Your Free Trial”
- “Claim Your Discount Now”
Different CTA types serve different stages:
- Top navigation
- Hero shot
- Inline links
- Footers and popups
Explore examples on call to action landing pages.
Highlight the Value Exchange
Spell out what they get for their click:
- “Get My Free E-book”
- “Unlock 20% Savings Instantly”
Leverage Contrast and White Space
Make your button pop:
- Use a contrasting color
- Surround CTA with white space
- Avoid clutter around the button
Structure for Scannability
You’ve got to guide eyeballs. Break up walls of text.
Use Bullet Points and Lists
Bullet points are your best friend. They:
- Highlight core benefits
- Simplify complex ideas
- Improve retention
Optimize Form Fields
Ask only for essentials. Each extra field drops conversions by 11% on average. Short forms win. Check our form design optimization for specifics.
Plan Above the Fold Priority
Your top fold must carry your core message and CTA. Visitors decide fast. Place your USP, headline, and primary CTA front and center. Read up on above the fold content.
Ensure Mobile Responsiveness
More than half of traffic is mobile. If your page feels cramped, you lose buyers. Design for taps, fast loads, and clear layouts. Learn tips for mobile friendly landing pages.
Test, Analyze, Iterate
Even the best landing page needs tweaks. Data is your coach.
Run A/B Tests
Swap headlines, buttons, layouts, or colors. Even minor tweaks can boost conversions by 10 to 20%. Start split-testing with our landing page a/b testing guide.
Track Key Metrics
Use dashboards to monitor:
| Metric | Description | Benchmark |
|---|---|---|
| Conversion Rate | % of visitors completing your goal | 2.35% average, top 25% at 5.31% or higher (HubSpot) |
| Bounce Rate | % who leave without action | Aim for below 70% |
| Page Load Time | Time to full page load | Under 3 seconds (Apexure) |
| Form Completion Rate | % who finish filling out your form | Over 50% |
Refine Copy and Design
Continuous improvement wins. Adjust your headline, tweak your USP, or revisit your layout. For design fundamentals, circle back to our landing page layout best practices and landing page design.
Your Next Steps
- Audit Your Copy: Identify weak spots in headlines and body text.
- Implement Changes: Apply these landing page copywriting tips one at a time.
- Measure Impact: Track your key metrics religiously.
- Iterate Relentlessly: Keep refining until you beat your benchmarks.
You have the blueprint. Now write copy that drives action.