This guide will show you how to transform a blank page into a high-converting copy for a landing page.

This is an ideal way to sell a single offer, regardless of whether it is a physical product, a service, or a SaaS tool.

This guide is for you if you have a product you wish to sell and want to create amazing landing pages to promote it.

Let’s get started.

1) Identify Your Landing Page’s Single Objective

This is a common mistake I have seen in landing page copy over the past 7 years.

It is impossible to effectively sell two items at once.

As we continue to go through this guide, you’ll notice that each page is built around a single offer and a singular audience. You must stay focused if you want to be successful.

Write down the page’s goal. What actions do you want your reader to take?

You might have several goals that you want your page to reflect:

• Submit a contact form
• Sale of product
• Email Subscription
• Sign up for a trial of SaaS
• Direct Call
• Donation
• Follow up by clicking on the link
• Etc, etc, etc

Once you have identified your goal, remember it throughout the writing process.

This objective should be achieved by every piece of landing page copy.

2) Identify Your Landing Page’s Target Audience

You need a single objective just as you need a single audience.

It is impossible to effectively address two audiences simultaneously.

Imagine being asked to speak to a hundred people. The local business owners make up half of the audience, while the fifth graders at the elementary school are the remaining half.

How can you make a speech that resonates with both the audience and the speaker?

You can’t.

Although it may seem extreme compared to the audience segments you intended, it is closer to reality than you might think.

Choose one audience to target with your landing page copy. If you absolutely must address another audience, create a second page that targets that audience.

3) Map Out A Linear, Narrative Journey

Website copywriting should drive action.

The audience must be taken from point A, the state in which they are at the time they land on the page, to point B, the place where they will take the desired action.

Sometimes, the journey may be straightforward.

If visitors come to your site knowing that they need a mattress, then all they have to do is convince them that your mattress suits their needs.

Other cases are more complicated.

If visitors visit your site because they want to learn more about email marketing software, then there will be some additional information. It is important to explain all of your key features to them and how they make their lives easier.

No matter how complex or simple, our goal is to create a customer journey that gets them from A to B as efficiently and quickly as possible.

Here’s where you can start:

1. Value Proposition
2. Problem & Solution
3. How it works
4. Features And Benefits

Your landing page copy will be 90% ready if you address each one.

Let’s take a look at each one.

4) Start with the Value Proposition

A value proposition is a summary of what a business offers, to whom, and, ideally, why it is unique.

It’s like an elevator pitch but without the full ride. You have 15 seconds to grab their attention, convince them that your offer is relevant, and then get them to keep reading.

Three things must be achieved by your value proposition:

1. Define clearly the offer
2. Please specify who it is for
3. Differentiate your value

This value proposition covers all items on our list.

It requires a headline, subheadline, and two paragraphs. That’s okay. It doesn’t matter if you have a headline or subheadline. There is plenty of space on the screen for you to express your thoughts.

This template will help you get started if you’re having trouble getting started.

I can help [audience/niche] [achieve a result/solve a problem] using [service/product].

Although you won’t be able to finish this, it is a good benchmark against which to judge what you write. Is your version better at defining the offer and identifying who it is for? Does it differentiate you from the template?

If it doesn’t, you can go back to the drawing board.

5) Describe the Problem and Offer a Solution

You only have fifteen seconds to win people over, as I said previously. This is why it’s important, to begin with the value proposition. It is impossible to ignore the lead.

Once you have them finished reading, you can save some time.

Here you can dive into the problem that your solution solves.

It’s not easy to put together a business product or service. This is a difficult task that requires a lot of work. It’s often done in response to a specific need. You have to address a problem that isn’t being addressed or not being resolved at satisfactory levels. That’s why you put all of your efforts into preparing your offer.

This story is copywriting gold. It should not be missed.

This is often very practical stuff for B2B business offers. Take this example from Partner.

This is a great example for business owners and executives

It’s a problem, and it can be very expensive. It’s not something you feel, as that’s not how people engage with B2B services.

Many business owners are aware of the problems their company faces and actively seek out solutions.

B2C is a completely different game. B2C can go beyond simply addressing the problem. It is possible to actively promote it.

This is a great example by Ramit Sethi. He has done an amazing job in agitating this problem through relatable personal stories.

This is how emotionally engaging it is

This is especially true if your product solves an urgent problem that people don’t know about.

Ramit’s customers probably didn’t think about how they could communicate with people better when they woke up this morning. Even if they did have something to do with it, it wasn’t likely that it was an urgent need that prompted them to seek help.

They happened upon Ramit’s website and suddenly realized the problem they were facing. Ramit’s goal is to make it urgent for the reader to remember and relive all moments of self-doubt and hesitation and all moments of anxiety. This will make the problem something they want to solve or need.

This puts the reader in a position to sell the solution.

6) Explain how the solution works

You must go one step further after you have addressed the problem and presented your solution.

Describe the process.

If they are still interested in you, that means the product/market match is present. They are drawn to the problem you solve. They want it solved.

What’s the problem?

They aren’t sure if your offer and YOU can solve their problem.

What can you do to solve it? What is your solution? What can they expect to get if they buy or hire from you?

Uncertainty is the only thing that can prevent you from purchasing. We want to minimize uncertainty.

Do not underestimate the power of any tool you have. It’s amazing how even the smallest things can make all the difference.

Although it might not be an important selling point to explain specific parts of your technology or offer, any information that reduces uncertainty is helpful.

Although it might not be a selling point to explain that you will send them a questionnaire and an invoice once you hire, it does help reduce uncertainty.

You can fake testimonials and logos, but the majority of people will assume good faith. Anything that reduces uncertainty is helpful.

Your breakdown should be succinct, simple, and understandable. However, don’t forget how setting expectations can help you close more deals.

7) Connect the Benefits to The Features

After explaining the function of your product or service, you will start listing the features.

These are the pieces and facets of your offer. There are two ways to present them.

The first approach focuses on the features. This approach is extremely focused on the offer and the business behind the offer. This approach focuses on the extra technology and effort required for each feature.

It’s also wrong.

Nobody cares… well, nobody except you.

Your customers are only interested in their needs. Your features won’t be of interest to anyone unless they offer additional benefits.

This is how you should present the features… directly connected to the benefits.

added softness.”

“The garment dye process produces subtle variations in color, making every tee truly individual.”

“The tees come pre-shrunk so they will fit just as well on day one as the 100th.

Each feature (bold) corresponds directly to the benefit (underlined).

Only a small percentage of readers would be able to understand the benefits of the description simply stated that “The tees will then be enzyme washed.”

It would be meaningless to most readers:

• Is it good or bad that enzymes wash? Does that mean you are getting a bonus?

• “The garment dye process creates subtle colors.” Cool, I suppose?

• Do you mean that the “pre-shrunk” tees I have to order are too small?

Your features could be a useless addition to your pitch if they are not highlighted clearly. They can add a lot of value to your landing page if you highlight the benefits.

8) Provide as much proof as possible

We have already talked about the importance of reducing uncertainty. However, explaining how it works and what you can expect next is not enough.

We need to see the proof.

When it comes to selling, the proof is everything

In certain industries, particularly B2B, the quantitative proof is important. You can show case studies and actual data from clients to prove that you are more than just a sales pitch.

This is a great example taken from one of my landing pages.

This is what I call proof

Consider how weaker this sentence would be if it simply stated: “Your content article drove more sales for me.” This adds credibility to my work and is what we call “proof.”

Qualitative proof, also known as social proof, is perhaps even more important than quantitative. Every industry has social proof as a major sales driver. Over 70% of consumers trust recommendations from people they don’t know.

The example is in testimonial form. This allows you to combine both qualitative and quantitative proof. It’s the best of both worlds.

You should not only display proof on your landing pages, but you should also pull your landing page copy from the proof. Your customers speak the language, and this will make for some of the most compelling copy you ever write.

9) Keep the Customer in Focus

Humans are obsessed with themselves. It’s easy to become obsessed with ourselves and forget that we’re not the main character in each other’s story.

A focus on the person is one of the biggest problems in landing page copy.

• They are focused on the brand’s purpose

• They are focused on what they find unique about their brand.

• They are focused on the unique tech and processes that make the brand stand out

• They are focused on their success

The harsh truth is that customers don’t care much about you and your brand.

They care about themselves. They are concerned about their needs and wants.

Your offer will only be interesting if it fulfills their needs and wants. This should be the focus of every line on your landing page.

• Is your value proposition appealing to you or your CUSTOMER
• Is your solution and problem story appealing to you or your customer?
• Is the feature you have just listed important to YOU only or to your CUSTOMER as well?

Through every line of copy, you must keep your customer in mind.

10) Write as if you are talking to a friend

A common error when creating a landing page copy is to be too formal.

Although I’m not sure why it is so common, this phase seems to be something that almost everyone goes through when they start writing a copy. It may have something to do with the way our subconscious views professionalism. However, the result is the same.

Most people who attempt to write copy end up sounding like they are trying to play at business.

There are many buzzwords. There is a lot of jargon. There is a lot of formal sentence structure.

It is horrible to read.

Instead, you want your copy to read as if you were talking to a friend. It should be informal. It should be casual. It should be explained in layman’s terms.

You might find yourself writing formal copy. Take a step back, and imagine how you would communicate the key points to a friend. You might find it useful to record yourself explaining your offer verbally to a friend and then transcribe the conversation to create your copy.

Another strategy is to take a break from writing for 24 hours, then return to it and reread it. Although you might not be able to see how formal the writing sounds, you will be able to catch any problems much quicker if you are away from it for a short time.

11) Get Rid of the Fluff

Fluff is a common mistake that new copywriters make.

Fluff is content that doesn’t communicate any important information. It is a filler sentence.

These statements can often appear to be excessive generalizations.

“Your professional and personal growth are the keys to a long-lasting, profitable career in copywriting.”

Vague “add-ons” statements that sound great but don’t add any value

Many clients log on to Linkedin and type “copywriter” into the search box. You want your profile to appear on that list. You want them to contact you. To increase your chances of getting hired, include “Copywriter” as the title of your profile. Include client work and projects that highlight your skills. You should be a problem solver within your niche.

Intro sentences are unnecessary

Longform content is a tried and true SEO strategy.

This content can be harmful in any situation, but landing pages are more vulnerable to this type of content. There is a finite amount of time and space to get a reader to take action. Every line must be making a difference.

Fluff is best avoided by a good editor. When you are the one who is writing it, it can be difficult to see. You might consider hiring affordable editing assistance for your first landing page copywriting efforts.

12) Show and Tell

A picture is worth a thousand words when it comes to certain products and services, but mostly SaaS products.

While it may seem incongruent with a guide to copywriting, “show them a photo” is a great way to show your content.

For certain businesses, “put ______ picture here” is the best piece of copywriting.

Your goal is not to write amazing copy. You are only trying to achieve the page’s goal. If images, graphics, or screenshots can help you accomplish that objective, then you should be able to make that recommendation.

Three areas are in which showing is better than telling.

• Product Quality
• User experience
• Complex value propositions

It is easy to judge the product quality. You can claim your product is made of great materials and designed beautifully, but the photos speak for themselves.

The user experience is different. It is difficult to describe user experience using copy and pictures. However, pictures can be used to show that the user interface is clean, modern, minimalistic, and modern. This can help the user believe the product will provide a great user experience.

Complex value propositions are the final area. It can sometimes be difficult to summarize the offer and value using words. A key picture, or even better, a video communicates much better than words.

13) Don’t be afraid of repetition

There are a few key points that will matter most out of all the information you put on your landing pages.

These could include:

1. Particular details about the offer
2. The key features
3. You solve a specific problem that your competitors can’t
4. Etc.

These key points – the stuff that matters – are important. Don’t be afraid of repeating them.

Repetition is a powerful technique for persuasion.

Many studies have shown that the repetition of a single thing can be persuasive. Even if there is no obvious reason behind the pattern, the human brain can be wired to see patterns and will influence others.

Do not assume that because you have already said it, it is no longer necessary to say it again. You should state the most important parts of your story as often as possible.

14) Always Be Closing

This is a classic from the world of sales and was popularized in the classic Glengarry Glen Ross film.

While there are key differences between copywriting and direct sales, the “ABC” mantra is just as applicable to landing pages as any other guide.

It is impossible to predict when the reader will be ready to purchase, but they must be able to convert as soon as possible. They don’t need to search for information to achieve the goal of the page.

A landing page usually requires users to click a button or complete a form. You will need buttons all over the page.

If they’re ready to get in touch with you after reading the opening value proposition they should be able to click immediately to do so. They don’t have to scroll down for five minutes to find the conversion button.

The same principle applies to all key sections of your page. Your reader should be able to take action on your key objective in just a few seconds.

This can be done in many ways:

• All pages should have CTA buttons

• Sticky buttons that move with the reader and remain visible can be added

• Make buttons that automatically scroll the page to a form or another action element.

There are many creative ways you can do this, but these are the main methods.