Content Writing: Getting Started On Landing Pages

September 8, 2019

Writing content for your landing pages can be scary, and it is hard to know where to start, what to say and why you are saying it. Your landing pages can easily be created with a few simple guidelines and you will have awesome converting landing page content in no time at all.

Each Landing Page Has One Focus

The purpose of any landing pages is to get your reader to perform a specific action, also known as a call-to-action.

Landing pages are different from blog posts (but blog posts can be landing pages) – while blog posts will still have call-to-actions, they are not just trying to sell a service or product. Blog posts are articles that when done right, are more personable, marked with a date, and tagged with an author. Like this blog post, the specific action can be to generate awareness about a topic.

A landing page is a page on a website that is not typically timely or updated often. It’s the place to showcase your businesses products and services.

Any solid landing page should have the following:

  1. A strong headline (80% of your landing page value)
  2. Solid-body copy and images
  3. A clear call-to-action (CTA)

However, you work backwards starting with your CTA…

Whatever you consider being your conversion step, everything you write should support that call-to-action. This should be the central focus of your writing.

Why? Two reasons.

Firstly, you need to have a clear goal for your landing page. What is it you want from your customer?

Secondly, customers do not always read your landing page copy. They scan, skim, and allow their eyes to jump across the page, but they do not (usually) read every word.

So focus on the what customers pay attention to:

  • The headline.
  • The subheadline (usually).
  • The pictures.
  • CTA buttons.

After that, customers may or may not read the following:

  • Major section headings.
  • Bullet points.
  • Short paragraphs.
  • Image captions.

That should give you an idea of what to focus your time on as you create your landing page content.

Start With The Call-To-Action – Focus On The Outcome

What do you want your customer to do?
Don’t just write, “click here” on it. Instead, provide specific details about what you want people to do.
Use words that appeal to making a decision right now, be pushy with your copy, customers need to be told what steps to take next (Not “click here”). Action verbs take precedence ex: “Buy” vs “Buy Now” – the now creates immediacy in the reader’s head.

Experiment with your button copy. Split test your button copy to see which words bring you the highest conversions.

And make sure that you can track your CTA’s – you will want to check in later on how your CTA’s is doing.

Content Writing Writing Your Landing Page Body Copy

Writing Your Landing Page Body Copy

Your customer has landed on your landing page, but what do you write that keeps them here and converts them?

Start with in-depth persona research – Define your target audience’s demographics and characteristics, so you are aware of their habits, what they want and need, and how they speak. Your copy will be much more focused, clear, and direct when you have one target audience in mind, rather than a largely undefined audience.

“You never really understand a person until you consider things from his point of view.” – Harper Lee

Once you have a solid understanding of your customers, break the body into 3 topics; The problem, solution, and benefit.

The Problem, Solution, And Benefit

The landing page should contain the following 3 items:

  1. Establishing the problem.
  2. Presenting the solution.
  3. Showing the benefits.

Be clear on all 3 of these before continuing.

Tip: Make sure your copy covers these three topics within the first 5 seconds of a page load.

There should be absolutely no confusion as to what the reader will be getting from the landing page.

Establishing The Problem

Clearly define the customer’s problem/s. You should have the problem clear in your head by the time you have created your customer’s personas. These pain points are what got them searching for a solution – or better yet, the solution with the best benefits.

Present The Solution

What is the solution to the customer’s problem?
Spent only a little time on this because your customers don’t care about the “solution” you’re trying to sell to them.


Customers already know the solution they’re looking for. They are capable of learning virtually anything thanks to the internet and search engines. In fact, not only do customers know the solution, but they also know the features they are looking for, the requirements the product must meet, and benchmark pricing.

If you are pitching only your solution, you’re not giving your customers what they need and want. You need to pitch benefits (or lifestyles). It’s okay to mention your solution because that’s a signal to the customer that they are in the right place — but don’t push that solution. Instead, push the benefits.

Show The Benefits

Ask yourself: Why would they choose you instead of your competition? You all offer the same solution, so what benefits does your solution have?

Think in the perspective of your customer. Identify what makes your product or service uniquely the best solution.

Turn the features of the solution into lifestyles, time-saving, stress-relieving, and trending benefits.

Don’t get hung up talking about your accomplishments, awards, expertise, etc. If you want to highlight those things, let them come up naturally in your testimonials from your past customers or clients.

Less is more. Only write what is needed for the customer to convert on your CTA. Nothing more.

Selecting A Target Keyword For SEO & PPC

Selecting a keyword to target essentially means claiming territory on a certain phrase that is being searched.

What would they be searching that your landing page should appear?
The content of your page should match the search intent behind your selected keyword. You should also target synonyms for your topic and problem.


  • Put the most important information first – include an intro sentence or paragraph that covers the problem, solution and benefits.
  • More “you’s” and less “we’s” will help increase their interest
  • Use normal words, like the ones you’d use if you were talking to a ten-year-old. For example, why use “convivial” if you can use “friendly?”
  • Use short paragraphs, rather than long blocks of text. Any paragraph over five lines long can be hard to digest.
  • Use active language in your copy and avoid passive voice.
  • Use captions on your images.

Writing Your Headline – Conveying A Clear Benefit

Writing Your Headline – Conveying A Clear Benefit

A good headline should hook your reader’s interest immediately. It grabs attention, showcases value, and tells readers what they’ll find on the page.
Because of this, it’s smart to spend some time working on your headlines as if they are the most critical component of your page.

It should convey a clear benefit.

On average, five times as many people read the headline that read the copy. When you have written your headline, you have spent eighty cents out of your dollar. – David Oglivy

The best headlines don’t rely on clickbait. They shouldn’t purposefully withhold information. Rather they offer customers something promising that they go through the rest of the landing page and eventually click the call to action button.

Some headlines will do better than others for different industries. See what is working for your competition and adapt from them. Some words will do better than others in your headlines – try using powerful and emotional words over fact or logical words.

Reviewing Your Landing Page Copy

Questions to ask yourself:

  • Is it difficult to figure out what the page is about?
  • Is it obvious that your landing page will meet the customers need?
  • Does the key text speak directly to the customers about what matters?
  • Is the content immediately relevant?
  • What’s your unique perspective?
  • Does the copy speak in the language your customers uses or in your language?

Remember: There should be absolutely no confusion as to what the reader will be getting from the landing page.

The Layout, Formatting, And UX/UI Greatly Matters

The formatting of the text is just as important as the phrasing. The copy needs to be formatted in a way that makes it easy for readers to scan and find the information they need in a few seconds.

Great copy is formatted using a combination of:

  • Bulleted lists
  • Short paragraphs and sentences
  • Font formatting such as bolding and underlining
  • Pull quotes
  • Headings and subheadings

“The greatest value of a picture is when it forces us to notice what we never expected to see.” – John Tukey, American Mathematician

Content Writing Analyze & Measure Your Landing Page Performance

Analyze & Measure Your Landing Page Performance

Other than the obvious landing page conversions, there are metrics you can look at to help understand if your landing page is working as it should.

User interactions with your landing page are gold.

You should be tracking your customer’s interactions with your landing pages. These metrics can tell you almost everything wrong (or right) with your landing page.

Here are four key metrics to focus on:

  1. Total conversions. Just how many CTA’s can be your copy driving? This should be your main metric to focus on.
  2. Conversion rate. That is perhaps one of the most essential metrics for landing pages. The conversion rate may be the percentage of clients who convert immediately from your landing page. The success of  your landing page will be different through industries, but the higher it really is, the better.
  3. Bounce rate. The bounce rate is the percent of buyers who navigate from your landing page after viewing only 1 page. Typically, you are trained to believe high bounce prices are bad. Nevertheless, landing page bounce rates tend to be high since they give your audience two options: convert, or leave.
  4. Time on page. Instead of worrying about bounce rates, focus on how long customers stay on to your pages. That is a significant metric. The bigger the time on your own page, the greater engaged your viewers are. They’re more prone to convert if they are engaged using what they’re reading on your own page. A higher time on site is a superb metric to gauge the quality of your content.

“Data beats emotions.” – Sean Rad


The main functions of a landing page:

  • The headline captures their attention and entices them to stay on the page
  • The copy acquaints them with your offer
  • The call-to-action button gets you the conversion

There’s a definite science to writing successful landing pages. Once you’ve broken the steps down into smaller tasks and set your goals, you can write a landing page that will boost your conversions.

What techniques do you use to write your conversion copy?

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