Digital Marketing Blog

Stay up-to-date on all things digital. Here you’ll find expert insights, perspectives and thought-leadership on everything from the latest trends, search algorithm updates, to trends, long-term shifts, design and development best practices, digital media, content marketing and so much more.


Landing Page Copywriting: Writing and Organizing Content that Converts

by | May 26, 2022

With conversion rates that average between 3.5% and 11.5%, landing pages are a powerful tool in any marketing campaign. It is a stand-alone page highlighting your company’s specific product or service. Unlike a traditional website that shares everything about your business, a landing page focuses on one aspect and is topped off with a Call to Action (CTA) that prompts users to learn more or sign up for what you are offering. Landing page creation is both art and science. Data-driven insights combined with a critical, creative eye, masterful page copy, surgical precision audience targeting, and an easy-to-use interface will drive up leads, sales, and your bottom line.  In this post, we’ll focus on the art and science of copywriting, how to craft meaningful copy that will convert, and how to plan for that before you put pen to paper – as they say. 

This blog will help you build a successful landing page, identify a target audience,  clear goals, and set up a well-structured, simple landing page for your prospective customers.  Our landing page copywriting tips also help you avoid common pitfalls during the process. 

Setting the Foundation

Before you start writing, lay the foundation for your landing page. It is critical to your success, and the proper preparation often determines whether your page entices users to convert. Once you lay the foundation, you can begin putting words on paper. 

Define Your Goal 

Landing pages are all about getting conversions, so establish your overall objectives. It is designed with one goal. For example, are you trying to entice users to share their information for lead generation, or are you selling a product? Defining your objectives will help your content meet them. 

Match Your Target Audience to Your Goal and Offer

Once you understand your goals, match your audience with how you will drive traffic to your landing page. It is critical to consider what channels they are using. Are they coming from Google and actively searching for a solution to their problem, or coming from Facebook with a more passive interest in your offering? They may be coming from an email drip campaign, meaning you collected their information before this landing page. It is essential to determine where they are in the marketing funnel and make your offer compelling enough to move them through it. Your audience, channel, and offer should be aligned. 

Find the Pain Points and Appeal to Emotion

Once you have the goal, a specific offer, and the target audience and channels nailed down, take it a step further. Consider how your product or service impacts your audience’s lives. Identifying pain points is a key step in research because this is where you make your copy relatable to the reader. If you do not understand what makes your target audience tick, take some time to gather more information by surveying your existing customers, running focus groups, and interviewing people. Your copywriting will directly reference these pain points and appeal to the audiences’ emotions, so it is essential to understand their needs. 

Organizing Your Landing Page

Once you understand your goals, audience, and how to appeal to emotion, you can begin thinking about the landing page structure. Like setting goals and identifying who you target, the structure is essential in successfully converting your target audience into customers. 


Because it is the first thing people see when they click on your ad, you want to open it with a benefit-focused headline that keeps them reading. You also want your headline to use copy from the ad they clicked on so that they know they landed in the right place. For example, if your ad says “Free SEO Consultation,” this should also be included in your headline on the landing page. 

Writing Copy

When you write the copy for your landing page, you want it to be clear, concise, and to the point. Users click on your landing page to read about a specific service, and unnecessary content could stop them from reading before reaching your call to action (CTA). Make sure your content is easy to read and that readers can skim through it. An excellent way to do this is through the use of bullet points. 

Use One Call to Action
Whether you want them to sign up for a free demo or simply provide their information for retargeting purposes, driving your users to do different things is tempting. But do not overwhelm them with options. The result may be that they choose nothing. Focus on one action you want them to take. Then, once you successfully obtain that information, you can build additional campaigns later that prompt them to take further steps. 

Remove Distractions
This is your chance to have successful conversions, so eliminate distractions that can put the action at risk and remove the user’s focus from what drove them to your landing page. You want it to be as free of clutter as possible, from items such as unnecessary navigation links to menus and buttons. 

Ensure Your Action is Prominent 

Avoid letting your CTA get buried in other aspects of the landing page. If visitors are there to make a purchase, ensure your checkout option is visible, or if they are filling out a form, make sure it is easy for them to provide the information you need. Do not let your conversions suffer due to the poor placement of your CTAs. 

Brand Continuity 

This is just as critical as every other step in laying out your landing page: maintain your brand. Ensure your landing page has the same look and feel throughout using the same colors, fonts, and language. 

Landing Page Copywriting Tips

Now that you set the foundation and understand the structure of your landing page consider these copywriting tips to top off a great page. Like the foundation and structure, following these tips help your copy become more effective at converting a visitor into a customer. 

Drop the Fluff

Did you know that 30% of landing pages have too much copy? With that said, do not let your readers get lost in the fluff of your copy. Instead, eliminate it. Stick to the facts and what is meaningful and relatable to your audience. 

Provide Social Proof

Readers tend to build trust within brands when they see others already have built that relationship. Providing testimonials is an excellent way to increase conversions. For example, landing pages that offer social proof are 58% more like to convert.  

A/B Test Copy

The best way to test the performance of your landing page is A/B testing. You can start with a shorter and more extended form to see which attracts the most conversions. It is important to remember humans have short attention spans, so if you use a longer landing page, make sure your copy is clear, concise, and to the point. 

Use Language that is Easily Understood

When writing your copy, remember the average reading level in the United States is between 7th and 8th grade, so it is essential to use language that your readers easily understand. A great way to check your writing is the Hemingway App

Need Help Creating Landing Page Copy that Converts?

Successful landing page copywriting relies on clear objectives, knowing your audience, and an easy structure for readers to follow. Bullseye Strategy is a full-service marketing agency that offers trusted content strategy services. The experts at Bullseye have over 12 years of experience building landing pages. Contact Bullseye Strategy today for a free consultation.

Recent Posts