Landing Page
Copywriting: Write To
Engage and Convert

Cynthia Meyer
Cynthia Meyer
Content Marketing Manager

Ever wonder how Indiana Jones finds his way to the hidden treasure every time?
 

copywriting for landing page indiana jones

 
He's a world-class adventurer, sure, but Dr. Jones also uses treasure maps to find his way.

The same concept applies to your landing page copywriting. A proper map can keep you on course by showing you the correct steps to take.

landing page copywriting blueprint

We’ve partnered up with Instapage to bring you a landing page copywriting blueprint. You can follow these steps like a treasure map to create a top converting landing page.
 

 

Start With One Goal

Without keeping your eyes on your one landing page goal first and foremost, you run the risk of writing landing page copy that doesn’t serve much purpose.

To make every word in your landing page copy count, start by defining a single landing page goal. Then tailor all of your copy to that one goal.

This will help you write focused copy that guides your visitors toward your call-to-action (CTA) and, ultimately, a conversion.

According to Instapage, the ideal attention ratio is 1:1, which means there’s only one place to click on your landing page -- a link that accomplishes your conversion goal.
 

Consider Your Traffic Source

Knowing where your visitors come from can help you address them properly with your landing page copy.

Because every visit should as personalized as possible.

Your landing page copy and CTA need to be tailored to different audience members that come from different channels on the internet.

For example, visitors from the display network probably weren't searching for you when they stumbled onto your site.

These visitors tend to be less likely to convert, so we classify them as "cold" traffic. Given their interest level, these prospects are more likely to engage with less threatening CTAs.
 

PPC intent & threat scale
Conversely, warmer traffic tends to come from the search network - image source

 
By the time visitors reach your landing page, however, their intent level has (hopefully) increased, and they'll be further along in the conversion funnel.
 

The Conversion Funnel

Here are the various stages of the conversion funnel:
 

kb-prospect-funnel-illustration-960x540-2
Someone in the awareness stage will have a different intent than someone at the bottom of the funnel

 
Lean into your knowledge of your traffic sources when you write your landing page copy. Match your content, and your offer, to their intent level and conversion funnel stage.

Tip: Test variations of your CTA copy to see what word or phrase best matches the temperature levels of your audience.

Here are some offers that match up to various traffic channels:
 

PPC channel temperature
Consider the temperature of the PPC traffic channel - image source

Familiarity Dictates Length

Visitors at the top of the conversion funnel are likely to need more information to familiarize themselves with your brand and offer.

Writing longer landing page copy to address this issue can help your colder audiences learn more about your benefits and unique offering.

The opposite goes for warmer audiences. Visitors who are already familiar with your company and unique value proposition should need less landing page copy.

“[W]hen consumers begin a product search, their preferences are initially construed at a high level. As a result, they respond best to higher-level product information,” according to an AMA study on information specificity. “Only when they have narrowly construed preferences do they respond positively to ads that display detailed product information.”

There are cases where both long-form and short-form landing pages have won more conversions. In this Crazy Egg case study, the long-form copy increased conversions by 30%:
 

control vs challenger
The variant has wayyy more landing page copy - image source

 
In contrast, less landing page copy in this Highrise case study resulted in 102.5% more conversions:
 

highrise form comparison
The audience was already familiar with the brand and needed less copy - image source

Tip: Test out your landing page copy length for different audiences in various stages of the conversion funnel.
 

Shrink Anxiety & Objections

Visitors came to your landing page for a reason. Remove barriers to conversion with clear copy and intuitive forms.

For optimal landing page results, testing out all the various elements of your landing page should go without saying.

When it comes to landing page copy, you can test out various pieces and sections of copy to find out which variants are contributing to your visitor’s anxiety and objections.

This landing page checklist is full of elements that you can test for copywriting clarity:

  • Headline
  • Subheader
  • CTA
  • Paragraph copy
  • Message match
  • Readability
  • Tone
  • Urgency
  • Form fields

Tip: Explain the why first, and build on that context with the what and how of your offer.

And when you write copy, provide clear and relevant information that can benefit your visitors above all else.

Here’s how Basecamp explains the why before explaining anything else:
 

basecamp copywriting for landing page
Everything on the landing page supports the initial why - image source

 
Bonus Tip: Consider the sobering-up effect (concept #10) when writing your landing page copy.
 

Overcoming Objections

Visitors tend to subliminally cross-check whether or not they really need your offer the micro-moment immediately before the conversion.

You can overcome potential objections to your CTA with these tactics:

  • Avoid negative thinking: Don’t invite negative thinking by using off-putting words near your CTA, like spam.
  • Use sales closers: Put supporting language near your CTA that help to close the “sale.”
  • Use action words: Use action words in your CTA, instead of using boring words like submit.
  • Include directional cues: Using directional cues, like arrows, near your CTA can also play a subliminal role in persuading your visitors to click your CTA.
  • Avoid signup forms: Signup forms create an extra step that slows down your visitor’s opt-in process.

For more ideas on how to write landing page copy that overcomes visitor fears and objections, here are 41 landing page psychology concepts for conversion.

When it comes to creating intuitive forms, start with non-intrusive form fields first. Then build up to more threatening fields, like contact info, in the final steps of your multi-step form.

Here’s an example of how we increase the threat level of each form field as our visitors work their way through the steps:
 

copywriting for landing page threat levels
We ask about advertising and goals first and save the intrusive contact info fields for last.

The Feedback Loop

What better way to test out various versions of your landing page copy than to collect feedback from your actual users?

Installing feedback tools, like chat boxes and online surveys, can help you gather ideas on what your users are really thinking.

Here’s an example of what our feedback tool looks like:
 

chat on landing page
We ask relevant questions related to the topic on specific pages

 
Here’s an example of a customer satisfaction survey from Vero. These surveys can uncover insights on any bottlenecks or hang-ups your visitors may experience on your landing page:
 

survey pop up
This survey pops up after 30 seconds - image source

 
Once you have the truth about your usability and landing page offer, you can tailor your landing page copy to address any concerns you may have learned from your visitors to help make the conversion process a seamless experience.
 

Closing Thoughts

By following these steps in the landing page copywriting blueprint, you should be well on your way to finding your ideal conversion goal.
 

copywriting for landing page skull island map
Are you willing to go to Skull Island? - image source

Focusing on your goal, knowing your traffic sources, testing copy length, lessening visitor anxiety, and gathering feedback are all important steps that can put you on the right path toward conversion treasure.

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