24.06.2019

Marketing & Growth

How to write landing page copy like a pro

6 min read

Jessica

Share on

In this blog, we explain how to create landing page content that engages website visitors and drives conversions.

So you want to know how to write landing page copy like a pro. Good – you’re in the right place.

In this short blog, I’ll explain how you can write landing page copy that attracts, engages and converts visitors. 

 

1. Keep it short and concise

Brevity is the key to success when it comes to writing landing page copy that converts.

Attention spans are decreasing. It's a fact. So if you want to retain visitors, they shouldn't have to read 200+ words before they understand what you are offering. 

You need to be able to encapsulate that offer in about 5-10 lines.

You don’t need to be an author to write copy that converts. You just need to be able to write a copy that is simple. 

And people like simplicity. 

 

2. Make sure everyone understands it

It can be easy to forget your audience and use unnecessarily complex language to describe your service offering. 

Remember: keep your personas in mind at all times.

The moment anyone arrives on that landing page they should understand within a few seconds just what it is you are offering them. This will make it so much easier for them to put their hand up and say, “Yeah, I want to download that”.

 

3. Focus on the benefits to the reader

If you want to grab visitors’ attention, you need to talk about the value of what's on offer.

If it’s a product or service, highlight its features and how it can help. If it’s an eBook, talk about the content within and the problems that content can solve.

For example, if the eBook is on buyer personas, talk about how constructing buyer personas can help with content brainstorming, content creation and audience segmentation.

Then, explain how all of the above will enable the reader to create content that converts and focuses on specific segments of their target audience.

Just take a moment to think about it from the perspective of the visitor. They want to know what they get in exchange for offering up their details. Make it easy for them to find out.

 

4. Use compelling headlines

The headline is perhaps the most important part of the landing page. After all, it’s the first thing someone sees when they arrive at it. 

The headline should identify with the visitor’s main challenge. In other words, why came in the first place.

For example, if the landing page is showcasing an eBook for content that generates leads, the headline could be something like:

“Increase lead generation with high-quality content”

“How to create high-quality content that generates leads”

You get the point. The headline should be your value proposition.

 

5. Ask readers to act

The last thing you need to do is prompt readers to take action through a call-to-action (CTA).

Don't just end the text with 'Download Now' or 'Click Here'. Neither option provides a reason to take action.

Instead, start with a strong verb to incite action, followed by the benefit of doing so. For example:

"Download our eBook on B2B Content Creation for Lead Generation and find out how to create content that converts."

Always start the CTA with the desired action. Doing so will increase the page's click-through rate.

 

6. Test your copy and use smart content

One of the best things about marketing automation platforms today is that you can easily A/B test landing pages.

What this means is that you can create two versions of a landing page and test them in real-time. Just send one page to one half of your contacts and the other page to the other half. Measure the performance of each page and see which one worked better. 

As well as A/B testing, you can also use things like HubSpot's smart content. In HubSpot, you can use smart content to show contacts different content depending on certain criteria, such as location, device, list membership etc. 

For example, a ‘lead’ could be shown different content to a ‘customer’. This enables you to personalise your landing pages and drive conversions at every stage of the funnel.

 

7. Add a video

One of the most effective ways to explain your offer on a landing page is through a video.

With a video, you have so much more freedom than text and can afford to be a bit more “creative”.

Also, people are much more likely to watch a video than read text. Think about how you can condense your offer into a short one-minute video and go from there.


Do you feel equipped to write landing page copy that converts? I hope so.

Book a free SEO audit

Your website is your most valuable sales and marketing tool, so it needs to be as optimised as it can be. Uncover opportunities to boost your rankings with a free SEO audit.

Heading Text

Sales & CRM

37 min read

HubSpot security and compliance: best practices and automated tools

Explore how to leverage HubSpot’s security tools and resources to mitigate risks and ensure Security and Compliance in HubSpot.

Read more

Culture

3 min read

Huble named #1 in HubSpot Consultancy Proficiency and Marketing Strategy Agency on G2

We are proud to have been recognised as the leading solutions provider in the Best HubSpot Consulting Services category of the G2 winter reports. 

Read more

Marketing & Growth

22 min read

Everything you need to know about HubSpot Content Hub

Learn all about HubSpot's Content Hub, including the key benefits and pricing, what's changing and how Marketers can utilise the platform.

Read more

Sales & CRM

25 min read

HubSpot Data Management: 6 strategies for success

This article dives into the central role of data management in maximising CRM potential and best practices for data management in HubSpot.

Read more

Marketing & Growth

50 min read

112 Account-based marketing statistics you need to know in 2024

In this article, we look at 113 account-based marketing statistics that showcase how this strategy has transformed modern marketing.

Read more

Sales & CRM

10 min read

3 sales team structures that set you up for success

Is your current sales team structure helping you do your best work and hit those goals?

Read more

Content Strategy

9 min read

Mastering B2B brand messaging for effective demand generation

This article dives into the essential nature of B2B brand messaging and provides actionable insights on crafting messages that engage with B2B buyers.

Read more

Sales & CRM

12 min read

Enhancing CRM security in HubSpot: beyond traditional measures

Explore both the basic security measures that lay the groundwork for CRM security and more advanced forms of CRM security, in particular in HubSpot.

Read more

Marketing & Growth

10 min read

Is it worth it: What is the ROI of HubSpot Marketing Hub?

Learn more about the ROI potential of HubSpot’s Marketing Hub and how the platform can lead to higher productivity, cost efficiency and customer loyalty.

Read more

SEO & Paid Media

8 min read

Third-party cookies are dead: what HubSpot users should know {Mar 2024}

In this article, we’ll delve into the demise of third-party cookies and explore Google's recent actions to phase out third-party cookies.

Read more
Button Text