Copywriters: How do you approach landing page copy?

I know writing landing page copy seems like a very straightforward process. Landing pages are brief and to the point—how hard can it really be?

You’ll find out when you finally sit down and actually start writing it.

Landing pages are short. Therefore, you have very little time to convince and engage your audience. You then realize that your choice of words must be very purposeful and strategic. Every element on your landing has to be well thought out. So, to help you through the process, I wanted to share my approach to landing page copy below.

1. Think about your ideal customer

Before you’re able to attract the right customer, you have to know who you’re trying to attract.

Start by finding out your basic audience demographics—are they mostly men or women? What’s their age range? Where do they live? Are they married? Single? From there, you can whittle it down to more specific details—what are their interests? How do they spend their time? What are their shopping habits? How do they utilize media?

Answering all these questions should provide a clear picture of your target audience.

2. Draft your message

I wouldn’t recommend going straight to writing and then publishing your key landing page messages. Again, keep in mind that you only have a few sentences to accomplish your goal. Therefore, it makes sense to put a little more effort into it.

After identifying your target audience, reach out to them and find out from the source themselves what works and what doesn’t. You can try talking to them directly or ask them to answer a brief survey for you. If talking to customers directly isn’t an option, check competitor websites and read testimonials and reviews. Trust me, you’ll find a wealth of insight into your buyer’s psyche.

3. Remember your goal

Don’t lose sight of your landing page’s primary goal. Do you want visitors to sign up for a newsletter? Sign up for a trial? Call for more information?

Figure this out and work backward so you know exactly the steps you have to articulate in your landing page copy to get them there.

4. Identify your unique value proposition

Your unique value proposition will confirm that your visitors have not only landed on the right page, but it also helps validate the effort they made to get there.

After arriving on your landing page, your headline should already inform them that they found the right offer. The subhead should supplement this with a brief explanation of what they are going to get. Your body copy, often composed of short bullet points, should be a concise explanation of how or why your product works. Finally, conclude by reminding them of your unique value proposition—the very element that differentiates you from the competition and makes your business stand out.

5. Pay attention to your call to action (CTA)

Generic “click here” buttons won’t cut it. Your CTA should be actionable. Remind visitors what they’re getting if they click on your button. For example, if you’re offering exclusive content, try saying, “Click here to get your exclusive whitepaper for free.”

There you have it—a tried and tested way to approach your landing page copywriting process. Give it a try and let me know how it works for you. If you need more help, feel free to message us at LeadsPanda to see what we can do for you.

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About the Author: Prafull Sharma

Prafull is the Founder of LeadsPanda and author of the One-Page Content Marketing Blueprint. He shares tips to 2x your content marketing results on LeadsPanda blog.

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