A Complete Guide to Landing Page Copywriting

Are you frustrated with low conversions on your landing page, despite hours of optimization?

Don’t worry, there’s a solution.

While it’s important to optimize your page for search engines, it’s equally crucial to optimize it for your visitors.


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- Lito James

That’s where copywriting comes in. ✍️

Writing personalized copy for different types of customers is key to converting them.

You can’t sell a smartphone like you sell a charger – they have different functions and price points. That’s why it’s essential to tailor your language and approach to each customer.

If you’re a beginner struggling with landing page copywriting, don’t worry. I’ve got you covered.

By the end of this article, you’ll have the tools and knowledge you need to create high-converting landing page copy.

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 to 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.

  • Name
  • Phone Number
  • Email Address, etc.

We deal with everything from headlines to words and tonality.

✅ 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 the prospect.
  • It helps you convey the same idea to your ideal customers.

Now, you might be using different landing pages such as squeeze page, splash page, and others.

Learn how to copywrite these pages. 👇

13 Best Landing Page Copywriting Practices

Knowing your target audience is an important aspect. You can’t sell your products without knowing who your customer is and their needs.

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 skin care products, determine the problems they face. If you work on these aspects correctly, you are ready to pitch your product or services to your visitors.

1 Start With a Clear Value 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 solves 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 page copy.

2 Use Clear and Concise Language

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.

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 in short sentences and use simple language to make your landing page easy to read and understand.

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 by your product. In simpler words, always use easy-to-read words in your landing page copy. Use terms they know. Try not to use technical jargon so as not to confuse them. Explain everything shortly.

🚀Pro Tip: 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.

  • Attention: Start by grabbing your audience’s attention with a catchy headline, image, or statement that piques their interest. For example, “Discover the Secret to Flawless Skin – Without Breaking the Bank!”
  • Interest: Once you have their attention, build interest by highlighting the key benefits of your product or service. In our example, you could mention how your skincare product is affordable, all-natural, and effective for all skin types.
  • Desire: Next, create a desire for your product or service by emphasizing how it solves your audience’s problem or pain point. For example, mention how your skincare product can help reduce acne, wrinkles, and uneven skin tone.
  • Action: Finally, call your audience to action with a clear and compelling call to action (CTA). In our example, This could be a button that says “Order Now” or “Try Our Skincare Product Today”. Make sure the CTA stands out on the page and is easy to click.

3 Use Power Words

Power words are words that evoke strong emotions and grab your reader’s attention, persuading them to take the next step. Some examples of power words include “free,” “proven,” “exclusive,” “limited time,” “guaranteed,” and “new.”

he word “free” is one of the most persuasive words in marketing, as it implies that the audience is getting something valuable without having to pay for it.

  • “Proven” implies credibility and trustworthiness, making your product or service more appealing to your audience.
  • “Exclusive” creates a sense of exclusivity and scarcity, making your offer feel more valuable and sought-after.

Using powerful words in your copy can also help you create urgency and a sense of FOMO (fear of missing out) in your audience.

Power words like “limited time,” “act now,” and “don’t miss out” can be highly effective in driving your audience to take action before it’s too late!

4 Address Pain Points

When demonstrating how your product or service can solve these pain points, it’s important to be specific and provide tangible examples.

Use case studies or customer testimonials to showcase how your product or service has helped others overcome similar challenges.

5 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.

Here are some examples of compelling headlines for before and after scenarios:

As you can see, the “after” headlines are more specific, offer a clear benefit to the reader, and create a sense of urgency with a time frame of 5 weeks. They are more compelling and likely to grab the reader’s attention and encourage them to read on.

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As you can see, the “after” headlines are more specific, offer a clear benefit to the reader, and create a sense of urgency with the time frame of 5 weeks. They are more compelling and likely to grab the reader’s attention and encourage them to read on.

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.

6 Add Social Proofs

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%.

You can add customer reviews and the company 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 for or buy your service or product respectively.

7 Emphasise On Benefits

Benefits, Benefits, and Benefits.

No one would buy your product without knowing its 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 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.

8 Use Numbers and Statistics

Adding in-depth statistics and data will give your landing page more credibility, making it more persuasive.

  • Highlight Key Data Points: Rather than overwhelming visitors with lots of statistics, focus on a few key data points that support your claims. This can make your landing page easier to read and more impactful.
  • Use Visual Aids: Incorporate graphs, charts, and other visual aids to make your statistics more engaging and easier to understand.
  • Compare data: Use data to make comparisons between your product or service and your competitors, or to show how your offering has improved over time.
  • Make Data Relevant: It is important to ensure that the data you present is relevant and meaningful to your intended audience and that it directly relates to the benefits and features of your product or service.
  • Use Credible Sources: Use data from reputable sources to add credibility and legitimacy to your claims.

9 Create Urgency

Urgency is a powerful tool to drive action from your audience. features

It can be the difference between making a sale and losing out on an opportunity.

With limited-time offers and countdown timers, you can create a sense of urgency that will compel your audience to take action sooner rather than later. Leverage this tactic to increase conversions and make the most of every opportunity.

10 Use a Strong Call-to-Action

Crafting an effective call-to-action is essential to improve your conversion rate. Make sure your audience understands precisely what they need to do and use active words that stand out from the rest of the content.

Be as specific & direct as possible, so you encourage them to act on your offer right away.

Here are some examples of strong call-to-action phrases

  • “Get started today”
  • “Sign up now”
  • “Claim your spot”
  • “Don’t miss out”
  • “Join us now”
  • “Start your free trial”
  • “Upgrade now”
  • “Shop now and save”
  • “Book your appointment today”
  • “Register now”
  • “Subscribe for exclusive access”
  • “Unlock your potential today”
  • “Download now”
  • “Get your free quote”
  • “Call now to speak with a specialist”
  • “Discover your perfect solution”
  • “Take the first step”
  • “Get ahead of the competition”
  • “Experience the difference today”

11 Remove Landing Page Copy Bloat

Be specific!

The 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 a 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.

🔥 Pro Tip:

Use Copywriting Formulas: Use proven formulas like PAS (Problem-Agitate-Solution), AIDA (Attention-Interest-Desire-Action), and FAB (Features-Advantages-Benefits) to structure your landing page copy.

12 Address Objections

Addressing objections or concerns is a crucial element of a successful marketing strategy. By proactively addressing these concerns and providing clear answers and solutions, you can help to build trust with potential customers, reduce their hesitation, and increase the likelihood that they will take action and become paying customers.

One example of addressing objections or concerns could be for a SaaS (Software as a Service) product that requires a subscription. One common objection that potential customers may have is the cost of the service.

To address this concern, the company could create a landing page that highlights the value and benefits of their product, such as increased productivity and streamlined workflows.

The landing page could also feature a section that breaks down the cost of the subscription and compares it to the cost of other similar services, demonstrating that the price is competitive and reasonable.

13 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

How to Copywrite Different Landing Pages?

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


Squeeze Landing Page
Image Credit Unbounce

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, Case study 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.

Landing Page Copywriting Tools & Resources

Copywriting Tools

  • Copy.ai – an AI-powered copywriting assistant that can generate headlines, taglines, product descriptions, and more.
  • Title Capitalization – a tool that automatically capitalizes titles and headlines according to style guidelines.
  • Words to Use (My favorite Tool)- A list of words and phrases to help you write more persuasively.

Copy Editing Tools

  • Grammarly – A popular grammar checker that can catch spelling and grammar mistakes, suggest better phrasing, and provide explanations for its suggestions.
  • ProWritingAid– This also eliminates spelling and grammatical errors in your landing page copy.
  • CoSchedule Headline Analyzer – This powerful tool can analyze your headlines and provide valuable insights and feedback on their effectiveness. It can also suggest improvements to hone in on key phrases and make sure your headlines are optimized for maximum impact.

Readability Tools

  • Hemingway Editor – A writing tool that analyzes your writing for readability, sentence structure, and complexity.

Landing Page Copy Analysis Tools

  • Unbounce Copy Analyzer– Unbounce has come up with a great way to make sure your landing page copy is up to the mark – it’s free and very easy to use! Just enter your page’s URL and get an instant report detailing the improvements you can make – it’s such an awesome feature to have!

Copywriting Books

Copywriting Secrets by Jim Edwards

In this must-read book, Edwards shares his years of experience as a copywriting expert, teaching readers how to craft powerful messages that engage their audience and drive action. Whether you’re a business owner, marketer, or aspiring copywriter, this book will provide you with the tools you need to create compelling copy that gets results.

Edwards’ proven techniques will teach you how to understand your audience, use persuasive language, tell stories, address objections, and use social proof to build trust with your customers. With simple, clear language and practical tips and examples, “Copywriting Secrets” is an accessible and easy-to-follow guide that will transform the way you communicate with your audience.

Don’t miss out on the power of persuasive copywriting. Get your hands on “Copywriting Secrets” today and start boosting your clicks, sales, and profits!

Copywriting Communities

  • Copywriting Hacks – We should join a few communities to learn and share our copywriting. Copywriting Hacks’ is a good Facebook group and their tagline is “How to Write Copy & Influence People”. In this group, they share simple hacks, secrets, tips, and tricks for copywriting. It has 20.7K members.
  • The Cult of Copy – Colin Theriot kickstarted this amazing group and one of the most popular & active groups with an incredible 39.7K members.

5 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
  • The 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

What is Landing Page Copywriting?

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.

How Much Does Landing Page Copywriting Cost?

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. I also mentioned the best landing page copywriting practices to create a perfect copy.

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

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 G2, Cloudways, Sujanpatel, GetResponse, Renderforest, and many more. Follow on LinkedIn | Twitter

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