How to Write Great Landing Page Copy


You’ve heard the saying that “content is king”. But do you know how to make sure your website content is living up to the challenge? Most website owners at some point face the reality that their landing page copy may not be quite up to par with what search engine algorithms and users are looking for.

So, what’s the key to writing great landing page copy? Take a look at some advice and tips from a Chicago SEO agency.

How to Write Great Landing Page Copy

The goal of your landing page content is to convert visitors into customers, subscribers, etc. But how do you do that? Let’s take a look.

1. Focus on the Outcome You Want

What is it that you want users to do on your website? Sign up for emails, purchase a product, ask for a quote? When you are building your landing page copy, focus first on what it is you want to happen. Then, word your landing page copy in a way that guides the user to that outcome.

2. Prioritize Answering Questions

Within five seconds of your page loading, you should be able to answer these three questions that users will ask:

  • Who are you?
  • What are you offering?
  • Why do I care about this?

3. Do Research Before Writing

To create a landing page that converts, you need to know who your audience is. That is best done through qualitative research. Research your target market – who they are, what they want, how old they are, what they share on social media, etc. Once you have identified these elements, you can target your target market with your landing page copy.

4. Emphasize the Benefits of Your Product or Service, not the Product or Service Itself

It’s easy to advertise a product or service for what it is. You can easily showcase how it works and why it is a good value. But it’s a little more difficult to emphasize the benefits of the product or service rather than focusing on the product or service itself.

Research shows that internet users are more focused on the benefits of a product or service than they are the solution. Because there is so much information readily available, users often know what solution they need. It’s your job to show them why your solution (i.e. product or service) is the best choice.

5. Be Creative with your Buttons

We’ve all seen the websites with buttons proudly instructing users to “click here”. But that doesn’t tell the user what clicking the button does, or why they should care. Instead, be creative with your buttons on your landing page. Use calls to action like “Start a Free Trial”, “Claim Your Free Guidebook”, or “Download our Free eBook”. This tells users what you want them to do and gives them enough information for them to care about it.

6. Add Real Testimonials

One of the most powerful ways to get your landing page to convert is by having real testimonials from real customers on your page. Testimonials show users that there is value in “clicking here” and proves that what you have to offer is worth it. Testimonials should be displayed prominently on your landing page. When possible, add a photo of the customer and include their name.


Great, high quality content and a format that highlights the benefits and successes of your product or service are the best ways of writing landing page copy that will convert again and again. It may take a little time and practice, but you can boost your traffic and conversions with a landing page that rocks.