High converting landing pages can be the difference between a casual page visitor and a new customer.
When you include compelling landing page copywriting, you guide potential customers towards taking one clear action.
Every element of your page, from the main headline to call to action, should persuade visitors to move one step closer to conversion.
Many businesses build landing pages but overlook the importance of well-crafted copy. By combining straightforward design with persuasive writing, you speak directly to your target audience.
In this guide, we’ll explore proven strategies for writing persuasive landing pages that boost conversion rates.
Let’s begin with the basics. We’ll highlight core elements of a landing page, discuss attention grabbing headlines and show you how to integrate social proof. We’ll also provide a few quick tips for continuous landing page optimisation through split testing.
Keeping your message focused on your visitors’ pain points is essential. When people see a landing that addresses their challenges, they’re more likely to stick around and learn how your offer can help.
That’s why entire landing pages must deliver clarity, credibility and value.
By the end of this post, you’ll know how to create landing page copywriting that increases brand trust and boosts conversion page performance.
Whether you’re aiming for lead capture, product sales or just one call, the right approach to landing page copy ensures more visitors respond.
Why Landing Pages Matter
Most landing pages exist to persuade visitors to take a single action, like signing up for a newsletter or purchasing a product.
This dedicated focus can lead to higher conversion rates compared to traditional webpages that are more likely to have multiple objectives.
A successful landing page eliminates distractions by removing extra navigation links and focusing on just one core message.
Key reasons why landing pages matter:
- They concentrate visitor attention on a single goal
- They provide a place to communicate a unique selling proposition
- They are ideal for split testing, letting you refine your offer and marketing
- They can be easily measured and analysed through tools like Google Analytics
A high converting landing page helps you stand out from competitors and show that you understand your audience.
When your entire landing page is focused on your target audiences once specific need, they feel acknowledged and motivated to act.
Know Your Target Audience
A landing page is only effective if it resonates with the people you aim to help so you’ll want to start by researching your target audience.
Identify their primary challenges, motivations and pain points. When you reflect these concerns in your landing page copywriting, you create a bond of understanding that builds trust.
How to research your audience effectively:
- Analyse comments on social media and review platforms
- Talk to customer-facing team members about common customer questions
- Examine competitor landing pages and see what resonates with their readers
- Check forums and online community groups for recurring complaints or desires
The better you know your readers, the easier it is to produce landing page copy that feels personalised.
You’ll write headlines and body text addressing their pain points, telling them how your offer brings a solution. By doing so, you’ll see higher landing page conversions.
Key Elements To Increase Conversion Rates
High converting landing pages don’t happen by accident. The best landing pages all share common features that guide a page visitor towards action.
Each part of the entire landing page must work together, reinforcing your message and removing doubts. When these key elements align, you build trust and encourage a decision.
Core landing page elements include:
- Attention-Grabbing Headline that states your key benefits
- Concise Body Copy that explains what’s on offer
- Social Proof showing satisfied customers or credible endorsements
- Call To Action that’s easy to see with compelling copy
- Optimised Design with negative space and no extra navigation to retain focus
Most landing pages fail when they clutter the layout or dilute the message. Aim for a straightforward design that highlights your value proposition.
Keep in mind that visual appeal and persuasive landing page copy must go hand in hand for the page to convert effectively.
Write Engaging Headlines
Your main headline is often the first thing people see. A strong headline can instantly communicate the reason someone should stay on the page.
It tells visitors what’s in it for them, while also matching what they expect based on your paid ads or organic search terms which is essential to reduce bounce rates.
Ways to write attention grabbing headlines:
- Focus on the customer’s biggest pain points
- Include your unique selling proposition, if relevant
- Offer a quick tip or solution that sparks curiosity
- Use active language that suggests a clear benefit
Keep your landing page headline clear and concise. If needed, add a subheading to provide extra detail.
This approach can help the reader confirm they’re in the right place.
A mismatch between the ad they clicked and the headline they see can hurt your conversions, so strive for message match.
Write Compelling Body Copy
Once the headline hooks readers, your body copy should hold their attention. High converting landing pages break down the core benefits in straightforward language.
If possible, use bullet points to emphasise crucial benefits that solve their pain points. This quick format helps visitors scan your offer.
Your body copy must feel natural and empathetic. People want to know how your service or product meets their specific challenges. By addressing their questions and doubts, you reduce friction.
Great example: if you sell a time-saving software, highlight how it frees them from tedious manual tasks.
Use short paragraphs to keep the flow smooth. Consider bolding or italicising certain phrases to draw attention to key elements.
If you mention a money-back guarantee or a unique selling proposition, make it visible. That’s how you persuade visitors that your solution is worth trying.
Show Social Proof
Social proof is a powerful motivator. When potential customers see satisfied customers, testimonials or review platforms praising you, it removes doubts.
An effective landing page might feature star ratings, short quotes or case studies that reinforce trust.
Types of social proof you can include:
- Testimonials from verified clients
- Endorsements by industry experts or influencers
- Logos of well-known brands you’ve worked with
- Statistics highlighting the results your existing customers enjoyed
By including social proof throughout the entire landing page, you continuously remind readers that they aren’t alone in trusting your brand.
Just ensure each testimonial or quote is genuine and relevant. Overusing them can seem forced, so strike a balance that supports your main message.
Landing Page Design
Landing page design directly affects how well your copy is received. A layout that’s too busy can distract from your persuasive landing page message.
Embrace negative space so key sections like your hero section, bullet points of benefits and the call to action stand out.
Minimal clutter keeps readers focused on taking action.
Design tips for a successful landing page:
- Use a straightforward design that highlights your main headline
- Keep navigation links to a minimum, ideally removing them
- Leverage large, clear fonts for readability
- Optimise for mobile devices to accommodate all visitors
When you build high converting landing pages with the user’s journey in mind, you guide their eyes from the headline to your social proof and finally to the call to action.
This approach drives higher engagement and reduces confusion. Test your layout for clarity by asking others if they can see the benefits right away.
Calls To Action
The call to action (CTA) is the last push that convinces visitors to convert.
Whether your CTA is “Start Free Trial”, “Get Your Quote” or “Book Now”, it should be noticeable, compelling and aligned with the landing page copy.
Pro tip: Take your call to action a step further by including social proof or a guarantee, such as “Join 12,000 Creators Today” or “Try For Free with our Money Back Guarantee”.
Make sure the CTA contrasts with the background colour so it’s easy to spot.
A persuasive landing page typically uses one main CTA, focusing on the single action you want visitors to take. If you introduce too many choices, you might dilute your message.
Align the CTA wording with your core offer so there’s no surprise. For instance, if your entire landing page is about generating leads, a call to action like “Sign Up for Guaranteed Leads” feels natural.
Call to action best practices:
- Use urgent language like “Claim Your Spot Today” if appropriate
- Highlight a benefit in the CTA text, such as “Access Now”
- Place the CTA above the fold and repeat it lower on the page
- Ensure the CTA stands out using colour, size or surrounding whitespace
Split Testing
Even the highest performing landing pages can improve through split testing or A/B testing.
This process involves creating two clones of your landing page and changing one element at a time.
You might tweak the landing page headline, button colour or the placement of social proof.
By tracking and comparing the results, you’ll learn what version drives the most landing page conversions.
Pro tip: If you’re looking for a professional web design agency to help design and build your perfect landing page, contact our team today.
Elements worth testing:
- Main headline or subheadline
- Call to action copy or colour
- Different hero section images/visuals
- Length or style of your landing page copy and bullet points
A straightforward approach is to send half of your traffic to one version and half to the other. Monitor your data over a set period, then pick the winning option.
Continuous optimisation over time helps you build landing pages that truly resonate with your target audience.
Final Thoughts
When you know how to write high converting landing page copy, you can guide page visitors toward taking meaningful actions.
By focusing on your target audience’s pain points, using attention grabbing headlines and adding social proof, you reassure potential customers that your offer is worth trying.
Combine this with a simple yet visually appealing landing page design and you’ll see noticeable improvements in your website and digital marketing conversions.
Free guide: We also have resources like our copywriting guide that walk you through the writing process.
If you have any other questions about copywriting or website landing pages, feel free to reach out to me on directly on Linkedin.
To your success,
Jackson
Frequently Asked Questions
How often should I change my landing page copy?
There’s no fixed schedule. Review your landing page conversions regularly. If the data dips or user behaviour changes then you should refresh your landing page copy, visuals or key benefits to keep your message up to date.
Is one call to action on a landing page enough?
Yes. Most landing pages benefit from a single, focused CTA. This keeps the page visitor’s attention on the desired action without introducing extra choices or confusion.
This should not be confused with only have one call to action button or link on your landing page, you should feature the same call to action offer multiple times across the page, especially above the fold.
Do I need negative space on my landing page?
Absolutely. Negative space or white space, guides the reader’s eye to important elements. It helps your compelling landing page copy stand out and prevents clutter.
What if my landing pages aren’t converting?
Check if your main headline, landing page design and body copy match user intent. See if you can add social proof or stronger CTAs. You might also do A/B testing to see which elements need refinement.
Is mobile friendliness important on landing pages?
Yes. More visitors now browse on phones or tablets. A responsive layout ensures a positive experience across all devices, boosting conversion rates in the process.
How do I use bullet points effectively on a landing page?
Use bullet points to highlight the most critical aspects of your offer. They help readers scan key features quickly. Keep each point short and ensure it addresses a clear benefit.
Should I include reviews from satisfied customers on my landing page?
Yes, displaying positive feedback from satisfied customers is a form of social proof. It helps convince visitors that your offer is trustworthy and reduces doubts about the value you provide.
Can I use this approach for other website pages?
Absolutely. While this guide focuses on a high converting landing pages, similar principles of persuasive writing, clear design and focused CTAs can be applied to other forms of marketing or webpage copy.
You can learn how to write engaging website copy in this other article.
