Copywriting Tips for High-Converting Landing Pages

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November 26, 2024 Marketing

Alright, you’ve got a killer product, a slick landing page, and now… you just need people to actually click that shiny CTA button.

Here’s the thing—without the right copy, all the fancy graphics and smooth animations won’t do the heavy lifting for you.

Your words need to work like an usher, greeting your audience and guiding them from “interesting” to “take my money!”

Let’s walk through the exact copywriting tips that make that happen. So, grab your coffee, settle in, and let’s make that landing page convert like crazy.

1. Understand Your Audience

To write copy that actually sticks, you’ve got to know exactly who you’re talking to.

Imagine you’re at a party—are you going to tell a joke to a complete stranger without knowing their brand of humor? Nope.

Same exact thing goes for your landing page. Spend time figuring out your audience’s pain points, desires, and what makes them tick (or click). Do they want to save time? Get healthier? Avoid stress?

When you nail down what they truly want, you’ll be able to talk to them like an old friend who just gets it. This is where conversion starts—by showing them you know exactly why they’re here.

Pro tip: List down your intended audience and create a profile.

2. Write Like Your Readers

Alright, now that you know your audience, it’s time to talk like them.

Think of it like this: if they’re casual, you’re casual. If they’re more buttoned-up, you keep it professional. You want your readers to feel like you’re one of them. When you mirror their tone, it’s like you’re finishing their sentences, which creates this unspoken trust.

So if they’re the type who’d say, “I need a quick win,” you don’t hit them with, “This comprehensive solution will streamline your processes.” Nope! You say, “Here’s the quick fix you need.”

In short, don’t try to sound like a corporate brochure. Be relatable, be human, and watch your readers lean in a little closer to hear what you have to say.

3. Sell the Hole, Not the Drill

Here’s the deal: people don’t actually care about what you’re selling, or whether it is award-winning (cringe), has 100 different bells and whistles, or is made with unicorn tears. They only care about what it does for them.

Sell the hole, not the drill. This classic copywriting principle, famously coined by Theodore Levitt, reminds us that customers are only interested in the end result.

So instead of listing features, focus on outcomes. Selling a social media content planner? Talk about how it saves time scheduling posts and keeps campaigns organized. Selling an exercise program? Highlight how it will boost their health, confidence, and even attractiveness.

Spell out exactly how your product makes their life better, easier, or just plain awesome. The magic happens when they can clearly see themselves in that “after” scenario.

4. Keep It Simple, Silly (KISS)

No one has time for a wall of text or fancy words that require a dictionary. The simpler, the better. (Remember writing like your readers?)

When you’re writing copy, imagine you’re explaining it to a friend—drop the jargon, skip the fluff, and get to the point. Write like you talk. If you won’t say this word while speaking face-to-face with a friend, do not type it into your copy.

People want to know what’s in it for them without getting lost in the details. Remember, clarity wins over cleverness every time. Keep it simple, keep it direct, and watch those conversions climb.

Pro tip: Use a landing page builder to test different copy variations easily and to see what resonates most with your audience.

5. Less Is More

When it comes to landing page copy, every single word has to earn its spot. Less really is more. The more you ramble, the more likely people are to zone out or scroll past your message. So, cut the filler, ditch the fluff, and focus on the essentials.

It is like packing for a weekend trip: you’re only taking what you absolutely need. Every line of copy should either help your reader understand the value or push them closer to converting. If it doesn’t, it’s got to go.

With tight, punchy copy, your message becomes impossible to miss.

Pro tip: When writing descriptions, write no more than four lines.

6. Create a Sense of Urgency

People are procrastinators. If they can wait until tomorrow, they probably will.

Your job? Make them feel the fear of missing out if they don’t act right now. By instilling a sense of urgency on your landing page, you can ignite their desire for your product.

Try phrases like “limited spots available,” “today only,” or even just a countdown timer to add a little pressure.

Done right, urgency helps make their decision for them.

Pro tip: Here are 10 sense-of-urgency words you can use for your copy.

7. Leverage AI

Alright, let’s talk about a controversial copywriting tip: AI usage. I believe that it’s here to help you write smarter, faster, and with more precision. Think of AI as your trusty sidekick for brainstorming, editing, or even testing different versions of your copy.

But here’s the catch: don’t let AI do all the work. It is a fantastic assistant, but a poor decision-maker. The creative choices, the human touch, and the strategic calls still need you at the wheel.

Pro tip: Use AI to make your job easier, but don’t hand over the reins entirely.

Examples of Good Landing Page Copywriting

Here’s some company landing pages to pick apart and to take inspiration from. Can you guess which copywriting tip they apply?

Spiralyze

OK, modesty aside, the first example is Spiralyze, our company homepage. A conversion rate optimization agency should know a thing or two about crafting landing pages that work, right? (Of course we do. It’s literally our thing!)

Sell the hole, not the drill: The copy is all about outcomes. “Convert 30% more in 90 days” speaks directly to what our audience wants. No unnecessary details, just a clear benefit.
KISS: Straightforward language with no jargon. Each line is short, punchy, and keeps the focus on the value.
Create a sense of urgency: The word “Guaranteed” adds urgency and builds trust
Less is more: Clean design, minimal text, no more than four lines, and plenty of white space.

Workiz

Here’s another good example. This time, this is the middle of Workiz’s homepage. Workiz knows exactly who they’re talking to—service industry pros looking to simplify operations and boost business. They apply quite a few of the copywriting tips I mentioned above:

Sell the hole, not the drill: Each industry block focuses on the benefits for that specific audience, like “Secure more HVAC jobs” and “Win more plumbing jobs.” Who does not want more income, right?
KISS: The language is simple and direct, avoiding jargon.
Write like your readers: The tone is conversational but professional, matching the mindset of small business owners looking to streamline operations and grow.

Fireberry

Fireberry keeps it sharp and simple, showing prospects exactly how their CRM can help boost sales and streamline operations.

Sell the hole, not the drill: The headline “Close more deals” gets right to the core benefit. Rather than listing out CRM features, the page focuses on what the tool actually does for the user—increasing sales and streamlining deal-making.
KISS: The language is straightforward and to the point. Phrases like “automate your sales pipeline” and “manage calls, emails, meetings, and billing” are clear and immediately understandable.
Less is more: The design is clean, with minimal text and ample white space. Each phrase is essential and benefits-driven, and the visual elements (graphs and icons) complement the message without adding clutter.

Go Forth and Multiply

Now that you’ve got these copywriting tips in your arsenal, it’s time to put them to work. Don’t let this knowledge gather dust. Practice is the only way to turn good ideas into great results.

Your landing pages won’t perfect themselves overnight, but with each tweak and test, you’ll get closer to that magic formula that converts like a dream. Grab your keyboard, start testing, and watch those clickthroughs multiply. You’ve got this!