Landing page copy is designed to capture the attention of your audience, generate conversions, and ultimately, help your prospects convert.

Achieving all this requires some degree of talent, sure. But it’s also about technique. Conversion is a combination of creativity and science. It’s about how our minds process information, make decisions, and ultimately, decide to commit to something. All this can be done using a few tried and tested landing page copywriting tips that I’ve used through the years.

Here are some that I’d love to share:

1. Leverage what people are saying about you

Customer testimonials are one of the most powerful conversion copy techniques that you can incorporate in your landing pages. Testimonials demonstrate that you’re a brand that can be trusted, that you’re credible, and stand by your claims. It shows customers who have yet to try your product or services that you will deliver on your brand promise.

2. Pull focus on your product or service’s BENEFITS, not on the product or service itself

In the grand scheme of things, customers don’t really care about your product or service. They care about what it can do for them. Quite simply, they want to know how your offer can solve a problem they have. Why is your solution easier? Faster? More convenient? How is your product or service beneficial and relevant to their current needs?

3. Pay attention to your headline

Here’s the truth—no matter how much time you spend crafting the perfect landing page copy, very few people will actually read it carefully. They will likely scan and skim, but they will probably not read every sentence.

Adapting to the online reader’s reading habits and learning how to capture their attention through strategically placed content is key—and that’s where headlines come in. Make sure your headline is visible and prominent and that it’s written in a clear, concise voice. Support your headline with a compelling sub-headline that highlights your product’s benefits. Add images that help demonstrate the benefits of your product or services.

4. Keep it simple

Copy that converts is written in a simple, straightforward way. You could be the most profound literary writer, but if you present a big wall of word salad to online readers with short attention spans, you won’t reach your conversion goals.

Stick to something short, simple, and clear. Avoid stuffing your written content with meaningless jargon and buzzwords. Steer clear of ads-y cliches; use short words and bite-sized sentences.

5. Write as if you’re having coffee with a good friend

Don’t make your copy sound stiff and robotic. You want to connect with readers—not with an automated, forwarded email.

Your copy needs to sound friendly and personal. A good guideline to follow would be to write the way you speak. Use words you would normally use, keep it brief, and make sure your tone is natural and genuine.

There you have it. I hope this collection of tips helps you craft great landing page copy. If you have anything to add, feel free to comment below or head over to our Twitter and LinkedIn to join the conversation.