7 Landing Page Copywriting Tips to Drive More Conversions

If you want to get as many conversions from your landing pages as possible, well-crafted copy can make a huge difference.

It engages visitors, builds trust, and drives them to take action.

So, use these proven copywriting tips to create high-converting landing pages.

1. Incorporate Your Value Proposition

Prominently displaying a clear value proposition or unique selling point (USP) that’s relevant to the page and directly addresses what your audience cares about helps you capture their attention and convey why they should choose you over the competition.

It’s best to use the headline and subheading (if you’re using one) to do this in an impactful way.

Your value proposition will work if the landing page is about your brand in general. But you’ll need to focus on more specific unique selling points if your landing page is part of a campaign targeting a specific audience segment. Or a particular product or service. 

For example, Shopify’s USP is clear based on the language they’ve used in the headline and subheading on the below landing page:

Together, these elements clearly and succinctly convey that Shopify lets users quickly create fully functional websites.

If you need help defining the value proposition or unique selling point to use on your landing page, study your target audience to learn the answers to these questions:

• Who are you speaking to?
• What problems are they trying to solve? 
• How does your offering solve their problems?
• Why is your solution better than others?

You can learn more about your target audience by studying your competitors’ content, ads, and social media posts. And considering what messaging they use, how they position themselves, etc.

To streamline your research and gain concrete information on your audience, use the One2Target tool.

Open the tool, enter up to five competitor domains, and click “Analyze.”

You’ll get an overview of your target audience, starting with the “Demographics” tab. Which includes information about age, gender, and location. 

Next, click the “Socioeconomics” tab to find information about your audience’s household size, employment status, income level, and education level.

Go to the “Behavior” tab to learn about their interests, preferred device types, and most-used social media platforms.

Looking at the data, the majority of the audience falls into the 25-34 age bracket, has three to four people in their households, has a low or medium income level, and likes YouTube.

That suggests young parents on a budget who enjoy video content.

Use these insights when writing a value proposition or USP (and determining what media to use) for your landing page, so it directly speaks to your audience.

2. Focus on Benefits Over Features

Landing page copywriting that communicates benefits helps visitors understand why your offering matters to them and is more likely to drive conversions than merely listing features.

For example, a smartphone might have “a high-speed processor” as a feature. But that doesn’t mean much for the audience.

That brand can convey that same idea as a benefit by saying their device offers “faster load times and smoother multitasking.”

In short, focusing on benefits answers the question, “What’s in it for me?” And helps users visualize what it would be like to use your product or service.

Let’s say your company sells project management software and you’re trying to determine how to talk about your offering in a way that resonates with visitors. 

Start by listing your product’s main features, and then think about why they matter to prospects to come up with a relevant benefit.

Like this:

Here’s an example of how Asana executes benefit-focused copywriting on a landing page:

3. Add Social Proof

Using social proof in your landing page copy builds trust by showing your audience that people are benefiting from your product or service, reassuring them they’re making the right choice by taking action. 

Some common types of social proof include:

• Reviews: Direct feedback from customers, often displayed in the form of a feed pulled from a platform like Trustpilot or Google
• Testimonials: Customer statements highlighting positive experiences, typically presented as quotes, videos, or case studies 
• Prominent customers: Brand logos representing notable clients that prospects may recognize or appreciate—this is most commonly used in business-to-business (B2B) niches
• Awards/accreditations: Icons that represent awards or accreditations the product, service, or company has that can be used to to indirectly highlight the quality and even overcome prospects’ objections

Reviews can be especially impactful—a survey from Brightlocal found that 98% of web users read company reviews as part of their shopping process at least some of the time. And 50% of people trust them just as much as personal recommendations from friends or family.

That said, think about what will work best for your landing page. 

For example, this landing page from Lingoda uses two types of social proof below the header (a credential and review ratings) to build trust with users.

4. Create an Outline Before Writing Your Copy

Creating a well-structured outline that maps out all the sections of your landing page and what each section should cover will help you build a focused page that’s more likely to convert. 

To start building an outline to guide your copywriting for any landing pages, study the content structure and flow of your competitors’ top landing pages. 

You can find those quickly using the Advertising Research tool. 

Open the tool, enter a competitor’s website, and click “Search.” 

You’ll be taken to the “Positions” report. Which shows an overview of the competitor’s performance for their search-focused Google Ads campaigns. 

Next, click the “Pages” tab to find the landing pages they promote through search ads. 

You’ll see a list of URLs (landing pages), sorted by the estimated amount of paid traffic they get. 

Click the arrow next to the URL to open the corresponding page. 

And analyze:

• The sections it includes (e.g., hero section, benefits, testimonials)
• The order and prioritization of information
• Transitions from one section to the next
• Use of headings, subheadings, bullet points, and visuals

And so on.

This will help you determine what elements could be most important. 

Based on your analysis, create an outline in a simple document and lay out every section you want to include.

It can look something like this:

5. Keep Your Copy Simple and Readable

Copy that uses plain language and is formatted with readability in mind helps users quickly and easily understand your message, which might make them more likely to engage with your page and convert.

Check out the simple copy used in the hero section of the below Canva landing page.

Headspace similarly uses minimalist copy for the benefits and social proof sections on this landing page. 

Follow these tips to create landing page copy your prospects can easily read and understand:

• Choose simple alternatives for complex words. For example, use “help” instead of “facilitate.”
• Avoid industry jargon that your audience might not be familiar with
• Use short sentences and paragraphs to make your message easy to read at a glance
• Break up text with bullet points, headings, and whitespace for better readability

6. Refine Your Call to Action

A good call to action (CTA) is clear and makes visitors feel like taking the next step is a logical choice, so be thoughtful about how you craft yours.

Here’s how Webflow asks users to take the next step—to get started for free.

The right CTA should accurately convey your offer and speak to your specific audience.

Use one or more of these tips (based on context and your goal) when crafting your CTA:

• Use action-oriented language and clearly tell users what to do (e.g., “Book a Demo” or “Try It for Free”)
• Remind users of the outcome or benefit they’ll get by clicking (e.g., “Get 50% Off” or “Find Your Perfect Fit”)
• Create a sense of urgency or exclusivity to act quickly (e.g., “Act Now” or “Don’t Miss Out”)
• Speak directly to the user with words like “your” or “you” for a personal touch (e.g., “Secure Your Spot” or “Start Your Free Trial”)

Also, make sure to keep your CTAs brief—aim for no more than six words in the CTA button. 

7. A/B Test Your Landing Page Copy

A/B testing your landing page copy (comparing the performance of two similar but different versions) helps you find out whether certain changes lead to more conversions, so you can fine-tune your current and future landing pages based on these insights.

Start by testing one element at a time. Such as the headline, social proof, or CTA. 

This allows you to observe which specific changes make an impact.

For example, you might test two variations of CTA button copy—“Try It for Free” vs. “Get Your Free Trial”—to see which gets more clicks.

Use the Landing Page Builder app to set up your A/B tests and monitor performance. 

Once you’ve created your initial landing page, hover over it and click the “Dashboard” button.

You’ll see details like page visits, leads, and conversions. 

Head to the “Optimization” tab, click the “Add new variant” button, and select “Duplicate the main variant” from the drop-down menu.

Enter the traffic split—the percentage of traffic to be directed to each page.

Now, you’ll see both variants in the dashboard. 

Click the “Edit” button on the duplicate landing page. 

Change the element (e.g., headline or CTA text) you want to test and click “Publish.”

Go back to the “Optimization” tab and click “Start the test.” 

As your test progresses, you’ll be able to compare the performance for both versions in the dashboard.

It’s worth noting you can test and optimize other elements on your landing page. Such as CTA button colors, image placements, the number of fields in sign-up forms, and more. 

Further reading: A Beginner’s Guide to A/B Testing Landing Pages

Create High-Converting Landing Pages

Great landing pages can consistently generate leads and even sales for businesses. 

To achieve results, focus on clarity, highlight the benefits of your offering, and continuously optimize through testing.

Not sure where to start? 

Use One2Target to get the audience insights you need to create landing pages that convert.