8 Key Copywriting Tips for High-Converting Landing Pages

January 11, 2023
Contributor: Natalie Boyd

Create winning landing page copies with best practices for structuring, crafting and optimizing your content.

Are you a software marketer seeing strong site traffic, but your conversion rates aren’t quite where they should be? You’re not alone. According to Gartner Digital Markets research, nearly 48% of website visitors leave a landing page without engaging deeper with any marketing material housed on the website. 

When launching pay-per-click (PPC) or demand-generation campaigns, it pays to have a strong landing page copy where all elements work together to persuade website visitors to become your customers. An optimized landing page copy improves engagement with qualified prospects by enhancing their website experience. 

Every detail matters when crafting persuasive landing page content — fine-tuned headlines, simple language, inviting calls to action (CTAs) and more. Make your copy captivating with these eight best practices for landing page copywriting.

Landing page copywriting: 8 things to consider

1. Use main headline and subhead to communicate value propositions 

Software buyers find it hard to differentiate between competing products. With buyers facing a slew of products with similar features and services and short attention spans, communicating your key differentiators is more essential than ever.

Crafting the perfect headline and subheading can be your ticket to getting prospects interested in your software value propositions. Use these tips to craft a compelling heading and subheading that tell buyers why they should care about your product.

  • Headline. Draw attention to the value you’re offering in one short sentence. Include a mention of your product or audience. Make it flashy.
  • Subheading or a short paragraph. Provide a specific explanation of what you offer and for whom, and why it’s useful.
  • (Optional) bullet points. Give more details by listing key benefits or features that set you apart.

2. Highlight benefits before features

To create a high-converting landing page for PPC, you shouldn’t just focus on the technical specifications of your product; you must emphasize how it would improve their current situation. By prioritizing benefits and using product features as factual backing for your claims, the audience is more likely to engage with what you offer.

Features are the “facts” of your product, while benefits provide a more compelling description of the impact it would have on customers. Benefits speak directly to the problems and challenges buyers face and are, therefore, easier to connect.

To identify the benefits of your product, state what your product does, the effect it would have on the buyer’s business, and how they would feel because of that.

Features vs benefits: example of marketing automation software

Pro tip

Identify your product's benefits vs. features by writing your copy as if you were talking to your customer in the following way: “This is what you’ll experience [benefits] with our software, and here’s how we deliver it to you [features].”

3. Create simple, easy-to-skim landing page copy

When buyers scan a landing page, they look for information relevant to their role and situation, and not a lot of narrative about your offer. Landing page copy that’s easy to skim, read and understand is more likely to convert. Draw attention to the most important key take-aways on your landing page with:

  • Concise headlines that focus on one primary idea and set learning expectations for buyers
  • An opening statement to introduce the details below and support the headline
  • Three to five bullet points detailing the value you are promising through the primary offer
  • Bold text to emphasize the key details, sparingly, however, to avoid creating too many competing priorities

Pro tip

Use action-oriented language, such as “learn how to…” or “see examples of…” It means transcending from simply providing information and understanding the value buyers will gain from engaging. Crafting proactive phrases increases the chances of buyer engagement on your landing page.

4. Include customer testimonials to earn trust

Use social proof in the form of customer ratings and reviews and video testimonials to show prospects what their peers have experienced by using your software. Customer testimonials provide potential customers with real-world evidence of how your product or service has helped businesses just like them.

Doing this will bring credibility to your landing page and make it more effective in creating an emotional connection with the reader that resonates beyond a regular promotional copy. 

5. Use visuals to tell the story

Imagery can quickly convey your story while trying to connect with buyers. As you include visuals, make sure they tell the same story as your words. Seek out images that incite a positive emotion in viewers; for instance, it’s always a good idea to opt for people with cheerful expressions in your visuals.

 To grab attention through visuals, you should consider:

  • Landing page headers and banners
  • Covers of downloadable materials
  • Headshots showing webinar speakers

Pro tip

Craft the alt text of your images with as much care as the image designs to increase visibility in image search results.

6. Write compelling CTAs

A call-to-action (CTA) is an important factor in driving conversion, including clicks and conversion from online form filling. Both the visual presentation and language used to express the CTA should appeal to the visitor of the landing page. 

Make sure your CTA copies are:

  • Action-oriented. Describe the desired action and clearly articulate what content or experience will be delivered in exchange for actions such as “download white paper” or “register for webinar.”
  • Eye-catching. Make your CTAs stand out from the webpage's background with contrasting colors. Avoid overwhelming prospects with multiple competing CTAs that can be distracting and confusing. Moreover, feature them in a prominent place, so the visitor doesn’t have to scroll to act.
  • Convincing. Create a sense of urgency by emphasizing what is changing in the buyer's current situation and the consequences of not acting. Clearly define the value visitors will receive by acting.

Pro tip

Provide gated thought leadership or product content on the landing pages of demand generation campaigns, such as case studies, videos, events, demonstrations and free trials.

7. Maintain message and visual continuity from ad to landing page copy

Make sure you maintain consistency in messaging through all elements of your digital marketing campaign, from ad impression and email opening to the landing page and lead generation form. It drives deeper engagement with buyers and compels them to move further in their buying journey. Create a cohesive experience for visitors with two simple rules:

  • Focus on the right audience. While crafting your message, keep your audience persona in mind and talk to that audience throughout your campaign.
  • Use common elements. Include the same graphic style, fonts and other elements, such as slogans and logos, to ensure prospects can clearly identify you wherever they engage and create an effective transition between ad copy and the landing page.

Pro tip

Customize your landing pages for key target audiences with personalization. When done well, personalization can drastically enhance the effectiveness of your landing pages. Support your personalization efforts with sufficiently built-out personas and prospect data.

8. Run tests before the launch

Develop and test low-fidelity prototypes, which are used to test the information architecture and user flow of your landing page to gain insights into what resonates with the target audience. This will help you detect areas where improvements are recommended to optimize buyer engagement and impact campaign outcomes positively.

Some common elements to test on landing pages include:

  • Audience. Align the target group choice to campaign objectives, such as targeting existing customers to cross-sell another product in the portfolio.
  • CTAs. Verify CTA text with button or image links, button design (i.e., color, size and shape), prominence on the page, and copy (wording and length).
  • Messaging and copy. Check the size, length and placement of content. Experiment with different headlines and subheads through different voices and styles as well as font types (bold or italicized).

Pro tip

Use analytics dashboard, heat maps and pixel-tracking methods to get actionable insights about your landing page and ensure all your page elements work together to make the most impactful impression.

Ready to build your landing page?

Landing pages are essential to the modern sales funnel. It’s often the first, and sometimes the  only, opportunity to make a good impression on a potential customer. Yet optimizing landing pages is often overlooked due to aggressive launch timelines. Ensure your campaign's success isn't hindered by poorly written landing page copy. With these copywriting best practices, you will be ready to launch your campaigns with enhanced performance that generates valuable leads.

Ensure your landing page converts with our team of conversion specialists. Use our landing page services and get the knowledge you need to succeed online. 

Natalie Boyd

Natalie Boyd is a Manager on the Marketing Services team at Gartner Digital Markets. She leads a team of CRO Designers and helps software companies fill their sales pipeline. She has over a decade of marketing experience and a passion for helping businesses succeed online. Connect with Natalie on LinkedIn.

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