A Complete Guide to Landing Page Copywriting

We spend hours optimizing our landing pages. We make sure everything is perfect, including copy, visuals, CTAs, etc. But, still, we get low conversions. Or sometimes barely zero conversions. Why is it so?

Optimizing the landing page isn’t the only thing we should focus on. It is good to optimize your copy for crawlers, but it is a must to optimize it for visitors. Copywriting is one of the most important steps to get higher conversions and leads. Writing personalized words for varied customers is essential to convert them.

You can’t sell a smartphone to the customer as you sell a smartphone charger. Both products are entirely different and their functions. The costs of both products are also different. You can’t use the same words and conversation with both customers.

By this, you must have understood why landing page copywriting is important. Now, you might be a beginner creating your own landing page and figuring out how to copywrite a landing page.

To help you learn more about landing page copywriting, we will be discussing everything about landing page copywriting. In addition, we will be mentioning the best landing page copywriting example to understand this better.

Continue reading ahead and learn more about Landing Page Copywriting.

What Is Landing Page Copywriting?

Landing Page Copywriting refers to the process of communicating the right message to the right visitors at the right time. The goal of landing page copywriting is to insist users stick till the end and make a favorable buying decision. In short, optimize the landing page for users, not only for crawlers, so that you can convert your visitors into paying customers.

The main objective of landing copywriting is to collect users’ personal information. You can collect personal data like Name, Phone Number, Email Address, etc.

We deal with everything from headlines to the words and tonality we use in the landing page copy in landing page copywriting. Let’s understand this in detail.

Let’s understand this with the above example. You can’t sell a smartphone and a charger to different customers with the same words and expressions. You will need to use the appropriate words and terms according to the value of goods.

For instance, to sell a smartphone, you will use words like ‘Budget,’ ‘Premium,’ ‘Feature-Packed,’ etc. At the same time, to sell a smartphone charger, you will use terms like ‘Fast Charger,’ ‘Durable,’ and more.

Landing page copywriting fills the communication gap between the customer and prospect. It helps you convey the same idea with your ideal customers.

Now, you might be using different landing pages such as squeeze page, splash page, and others. In the next section, we will be guiding you on how to copywrite these pages. Read the next section to find out.

How to Copywrite Different Landing Pages?

In this section, we will explain how to copywrite different types of landing pages. We will be telling you everything in detail. Read ahead and find out your landing page type below.

Squeeze Landing Page

The squeeze landing page is one of the most common landing pages. At the same time, it is also easy to write. Marketers use this page type to gather personal information like name, email address, phone number, etc.

Focus: While creating the squeeze landing page, your focus should be on providing something valuable for free in exchange for their information. Nowadays, everyone has become tech-savvy.

Users know how you are going to use their data. So, offer them something incredible which ultimately attracts them to provide their information. In addition, if you are asking them to provide their email, you can show that these numbers of people have already joined your list. This will help them believe that you are indeed offering something valuable.

Words to Use: In this type of landing page, you can use words such as Exclusive, Premium For Free, Free, Members Only, etc.

Landing Page Copy Length: Short

Funnel Position: Top


 Landing Page Copywriting

Splash Landing Page

The splash landing page is entirely different from other landing pages. On this landing page, visitors don’t know why they have landed on this page and what they will get. You must tell them why they have landed on this page and what they will get.

Focus: The only focus of this landing page is to let users know why they are here. You will need to make that announcement in a bold heading. You will also need to disclose what they find here.

Words to Use: You can use phrases like You are here because (reason), Welcome to (your site name), Click here to Continue, Continue, and more.

Landing Page Copy Length: Short

Position: Top, Middle, and Bottom


 Landing Page Copywriting

Lead Capture Landing Page

As the name suggests, marketers use this landing page to capture more leads. This page type includes multiple offers such as free ebook, free trial, etc. This page also embeds a form that everyone needs to fill to get the mentioned thing for free. And this helps in lead generation.

Focus: For this page, your focus should be on promoting your special offer or freebies only. Yet, at the same time, you will have to assure them that their data is in the right hands. You are going to use their data responsibly.

Word to Use: You can use words like We Promise Zero Spam, We Respect your Data, Fill Out the Form to Claim Your (resource), and more.

Landing Page Copy Length: Medium to Long

Position: Top, Middle and Bottom


 Landing Page Copywriting

eBook, Casestudy Landing Pages

We all have created landing pages offering free resources like an eBook, case study, etc. Those types of pages are often called case studies or eBook landing pages. Most marketers face difficulties while capturing leads from these page types. The reason is users aren’t ready to compromise their privacy for a free resource.

Focus: In this page type, you will need to assure them that big brands use your resources and data to make decisions. You have to show the value of your free resources. You can give them an overview of what they will find inside the ebook or case study. Besides, you can mention some well-known companies who used your free resources.

Words to Use: You can use phrases like Comprehensive Guide on [topic name], Step-by-Step Guide on [topic name], replicable, all-inclusive, expert, ultimate resource on [topic name], here’s what to expect inside, get insights from, learn how to, the quick and easy guide to [topic name]

Landing Page Copy Length: Short to medium

Position: Top and Middle


 Landing Page Copywriting

This is about how you can copywrite different landing pages. Read the following section to check the best landing page copywriting practices.

11 Best Landing Page Copywriting Practices

Here are the Best Landing Page Copywriting Practices.

Use AIDA Formula

What does AIDA mean? AIDA is known as Attention, Interest, Desire, and Action. If you follow all these points correctly, your landing page is more likely to get higher conversions.

The first and foremost step is to grab users’ attention. You can grab users’ attention by creating appealing and attractive headlines and headings. The next step is to know people’s desires and needs. You should always mention how your product will value them and solve their problem.

Then the next step is to grab visitors’ interest by mentioning a critical pain point or an excellent benefit of your product. The last step is to make them take action. CTAs will insist visitors take action. If you take care of AID – Attention, Interest, and Desire properly, they will ultimately take action without even telling. You should follow this best practice while writing a landing page copy.

Know Your Target Audience

Knowing your target audience is an important aspect. You can’t sell your products without knowing who your customer is and it’s needs. You will need to figure out your target group to sell a product. You should be aware of their needs and pain points and know how to use them in a good way.

They land on multiple landing pages daily; the first question they will ask is, Why Should I Believe in you?” And, you should answer it perfectly. At this time, you will need to know their desires and offer them accordingly. For instance, if you are selling jeans, determine the problems they face with their regular jeans. If you work on these aspects correctly, you are ready to pitch your product or services to your visitors.

Having a Conversation

Would you prefer to spend a day with a person who isn’t interested in talking to you? Of course, not. Neither your target audience would like to. We build landing pages to pitch our products and services. In short, we replace a salesperson with a landing page. A salesman always tries to build a good relationship and conversation with their customers. Your landing page should also do the same.

Building relationships with customers has always been a good thing for a brand. Don’t sell them directly. Talk to them, connect with them, and then pitch your product in a flow without telling them you are selling something.

Your landing page copy should communicate with your visitors as a real person does. A conversation copy with a friendly tone is always best for good conversions.

Write Winning Headlines

The headline is one of the most crucial parts of any landing page. A robust heading attracts more users. Your landing page headline will decide whether to read the entire body copy or not. The headline seems like a small part, yet this is the most crucial part of a landing page.

Your landing page should have a powerful headline to excite users to click and read till the end. It should be bold, expressive, action-taking, and brief. To come up with effective headlines, you can write different headlines and test them, which works better with the help of A/B testing.

Remove Landing Page Copy Bloat

Landing page copy is quite different from our school’s essay competition. We used to write the same points again in school to make it as long as possible. However, in the context of landing pages, it is entirely different.

Including unnecessary words makes your landing page dull. Fluff can decrease your landing page conversions drastically. As a result, it won’t convert visitors into customers. Be concise to the point, and explain whatever you want to in the shortest way possible.

Try not to use fluff words or adverbs like obviously, actually, quickly, easily, etc. In addition, always communicate with your visitors in active voice rather than in passive voice.

You can achieve good results by proofreading the page copy repeatedly. You will eventually observe a massive difference between the first and the last draft you created.

Add Social Proofs to Your Landing Page

We always look for product reviews on the internet before making a decision. For buyers, reviews matter a lot. In addition, they use reviews as personal recommendations. A landing should include social proof to build trust with your visitors. As per a report by VWO, adding social proof or testimonials helped SaaS companies to increase revenue by 5%.

It is a great way to boost sales and conversion. You can add customer reviews and the companies name you worked with. Both can help you increase the conversion rate. It is a great way to let users feel secure and confident to opt or buy your service or product respectively.

Refine Your Unique Selling Proposition

What’s your unique selling proposition? How is your product unique from the products present out there? Another landing page goal is to showcase our USP to interested users. Unique Selling Proposition is one of the most important factors of a landing page. If your landing page doesn’t convey your USP well. Then, it would not be easy to convert the visitors into leads.

Customers buy the product if they think it is valuable and solve their problem. To convince the visitors, you have to show your unique selling proposition to them. You can do that by mentioning the benefits and features. If your product is really impressive and solves a problem, they would love to invest in your product. So, you must include your USP in your landing pages copy.

Use Common Words

Not everyone has a good vocabulary. Sometimes using a good vocabulary can make your landing page copy easy to hard. If they don’t understand the meaning of the words you used, they won’t be convinced with your product. In simpler words, always use easy to read words in your landing pages copy. Use terms they know. Try not to use technical jargon so as not to confuse them. Explain everything shortly.

Split Test your Landing Page Copy

You don’t know what works and what does not until you test it. It is crucial to analyze your landing pages to understand what’s working and what’s not. Split Testing is one of the most common methods to do that. It is also known as A/B Testing.

It refers to the process of running an experiment simultaneously between two or more versions of a single landing page

Emphasise On Benefits

Benefits, Benefits, and Benefits. No one would buy your product without knowing its features and benefits. Benefits attract users and at the same time assure them that this product is for them.

It has become essential to add your product benefits and characteristics to convert the visitors into buyers. Mention all the positive impacts your product can make on a buyer’s life. Describe everything from the start. You can use numbered lists or bullet points to make them easy to understand and catchy.

Keep A Simple CTA

The Call to Action button plays an integral part in a landing page. A perfect landing page includes a Call to Action button in the footer. Some landing pages consist of a CTA button above the footer. You can choose where you to add, according to your preferences.

These are some of the best practices you should follow to write a perfect landing page copy. Read the next section to find the top landing page headlines generator.

Best Landing Page Headline Generators

Here are the best landing page headline generators.

  • SEOPressor Blog Title Generator: SEOPressor Blog Title Generator is a perfect landing page headline generator. Write your topic and generate multiple headlines in a single click.
  • Buzzfeed Title Generator by Ravi Parikh: Buzzfeed title generator is another landing page headline generator. Click on “Click Here to Generate” to generate headlines and customize them according to your needs.
  • TweakYourBiz Title Generator: TweakYourBiz Title Generator will help you generate headlines of your choice. This headline analyzer tool claims that it can increase your website traffic by 50%.
  • FatJoe Blog Post Title Idea Generator: FatJoe Blog Post Title Idea Generator is a famous title generator tool. You can generate 100 titles in one click and personalize them according to your requirements.
  • Inbound Now Blog Title Idea Generator: Inbound Now Blog Title Idea Generator is a perfect landing page headline generator. It generates random headlines which you can customize as per your needs.

These are the best landing page headline generators. Read the coming section to check some landing page copywriting examples.

5 Landing Page Copywriting Examples

Here are the 5 best landing page copywriting examples.


 Landing Page Copywriting

VideoFruit has created a perfect landing page to use as an example. It includes an eye-catching headline. The headline itself asks a question that connects with users’ emotions. In addition, they have added supporting text to explain the service better. After that, they have added their client companies’ names with their logos to build trust with their visitors.


  • Clear and precise headings and subheadings
  • Mentioned the benefits clearly
  • Added a bold CTA button
  • Added social proofs


  • Headline has many words
  • Poor combination of colors
  • The headline could have been more short and straightforward


 Landing Page Copywriting

ConvertKit is a popular brand known for its email marketing tools. Now they have created perfect landing pages and set an example. They have built a stunning landing page with all the essential information. They added a short headline that clearly states the idea. Besides, they have added a CTA button and a form to capture personal information.


  • Perfect headline
  • CTA button
  • Lead generation form
  • They made a promise in the beginning
  • Used words like Free, Masterclass


  • Page doesn’t have a connecting story


 Landing Page Copywriting

Drip has again created the ideal landing page. This page includes detailed information about their product. They have used listicles to mention their product features, which are easy to understand. In addition, they have also added a hero image at the top.


  • Made a promise in the beginning – “Double your leads in the next 90 days.”
  • Perfect headline – “Double your leads in the next 90 days.”
  • The headline clearly states the benefits
  • Used ‘Free’ word in the headline to attract users
  • Page is fully transparent


  • Wrong placement of – Getting Started with Drip
  • Font size could be more for Getting Started with Drip
  • Too many actions on one page


 Landing Page Copywriting

MeetEdgar has created a landing page with a robust heading with supporting text. Besides, they have added a lead capture form to gather visitors’ personal information. Also, they made a promise in the headline itself which is ‘And It’s Getting Results.’


  • Made the promise in the headline – And It’s Getting Results
  • Clear and concise headline
  • Added a red CTA button on the landing page
  • Added FAQs section


  • Call-to-Action could be improved
  • Navigation menu on the page can distract users


 Landing Page Copywriting

MotleyFool has designed a simple landing page with zero distractions. It has no internal or external links to prevent users from exiting the website. Also, they have added a lead capture form to gather users’ email addresses.


  • Simple and clean landing page
  • Used words like Free to attract users
  • Encourage users to opt for the course without thinking even once


  • Page doesn’t build emotional connect
  • CTA could have been improved

Frequently Asked Questions? (FAQ)

Q. What is A Landing Page?

Ans. A landing page is a static webpage that marketers use to redirect their paid users to convince them to buy a particular product or opt for the service. It includes multiple elements to convince the users.

Q. What is Landing Page Copywriting?

Ans. Landing page copywriting means optimizing your landing page to deliver the right message to the right customers at the right time. It refers to improving everything from copy to CTAs on the landing page.

Q. How Much Does Landing Page Copywriting Cost?

Ans. This depends on the copywriter’s experience. Yet, a professional copywriter charges between $300-$800 per page.


Have you understood everything correctly? Today, we discussed Landing Page Copywriting. We looked at how to do copywriting for different landing pages. We also mentioned the best landing page copywriting practices to create a perfect copy. This is everything you need to know about Landing Page Copywriting. We hope you understand everything properly and are going to implement the same.

If you have any doubts or queries, do let us know in the comment sections. We would be happy to assist you.

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About Author

Lito James is the founder of Massivepeak.com. He is an entrepreneur and marketing specialist who helps businesses to get more leads, subscribers and customers. Massive Peak has been featured on Thriveglobal, Cloudways, sujanpatel, surveysparrow, renderforest and many more. Follow on LinkedIn

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