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5 Copywriting Tips For Creating Landing Pages That Converts

You’ve done all the hard work and heavy lifting. Your traffic increases and then you realize a lot of your visitors are bouncing off your landing page. And you start asking yourself, how do you increase your conversion rate?

We, humans, are emotional creatures when it comes to our buying habits. In this age of content, people don’t buy products or services from you. They buy relations, stories and magic.

According to Sociologists, people don’t actually buy the best products or services. Instead, they buy from the people and brands they know, like, and trust.

So how are you going to beef up your landing page and add more emotion to it to maximize sales? It may sound tricky, but it isn’t.

Let’s dive in.

Write Like a Human

Write conversationally, connect with your readers, create meaning, appeal to their needs — basically be their best friend. The more you can connect with your readers, the more effective and persuasive your landing page will be.

Express empathy so you can create a connection but don’t overdo it. Overdoing it comes off as insincere and may harm your brand perception.

Avoid using jargon and use simple words. Use the words your prospects use when talking about your product or service.

Make Your Copy Crystal Clear

The reading level of your copy and the total word count has a massive impact on your conversion rate. Your copy should be accurate, organised and crystal clear.

Keep your copy under 250 words and it should be written at a middle-school reading level. Use lists and bullet points to make it easier for your readers. Everyone loves lists and bullet points.

Make It About Your Audience

Your audience does not care about you or your business. They are only interested in how you can find solutions to their problems. Your business will only grow when you put your audience’s needs at the forefront of everything you do.

Don’t waste space on your landing page writing too much about your product or your business. Instead talk about your customers, their problems and how your products can help improve their lives.

Treat your customer as the most important person in the world. Poor customer experiences cost U.S. businesses $41 billion a year. That tells you the importance of customer relationship management.

Encourage Your Audience to Take Action

The goal of your landing page is to increase conversion and give your audience clear direction on how to get there. Strategic CTAs are very important for conversions. A brilliantly written CTA will do wonders at drawing visitors’ attention, piquing their interest and turning them into leads.

Our minds are so accustomed to how the online world works that we expect to see a CTA in a prominent position on any website or a landing page.

Make Your Copy Transparent

You might be tempted to stretch and alter the truth to make your product look good. Don’t do it. No matter how great your products or services might be, customers will look elsewhere if they lose trust in you.

Transparency is a key way of creating trust because it helps eliminate any suspicions or anxieties your customers might have about your product or service.

Being transparent, about your strengths and weaknesses, will not only make you more likeable, but you’ll also be more trustworthy as well. Being transparent means being yourself and being genuine. It’s about being ethical and forthcoming.

Honesty is very important in today’s crowded marketplace. The trust that you build with your audience is invaluable. Be ahead of the game by letting consumers hear the truth directly from you.


A landing page is a great way to drive traffic, improve your SEO and build your brand. Approximately 68% of B2B businesses use landing pages to generate leads for future conversion. Fortunately for you, 44% of these clicks are directed toward home pages, which, as we’ll discuss, is not a good strategy.

Landing pages lead customers to a specific product, service or offer and encourage them to take action. This is your opportunity to create conversions and build your customer base.

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