Create compelling landing pages to encourage more people to convert.

Need to create a landing page copy but don’t know how to begin?

We’ve been there.

You might be a novice copywriter who just started. Or maybe you’re a seasoned marketer who prefers grammar to graphs. 

We want to tell you all: You have it.

Copywriting isn’t difficult.

Copywriting is fundamentally about persuasion. This means structuring and framing information so that it is more appealing to your audience.

This guide covers everything you need about copywriting for landing page conversions. 

How can you create a highly-converting landing page?

Find Your Value Proposition Before you start writing, consider who your audience is and what motivates them. 

Your Information Hierarchy. To determine which landing page content will be the most effective, you can create your information hierarchy. 

Make Attention-Grabbing Headlines 

Write the persuasive body copy. Visitors don’t care as much about your features as they do about the benefits. This will convince them to act. 

Make your social proof resonate. Your offer may be great but is anyone else? Use social proof to build trust with your visitors. 

Convert visitors with a Call to Action

Find your Value Proposition

Before you begin writing your copy, there are some things you should ask yourself. Who is it for? How can you drive traffic to it?

These are the essential elements you need to know to create your value proposition. This is a statement that clearly explains what you offer, its importance, and the differences it offers from other companies. You must tailor it to the audience to which you are speaking.

Your value proposition will influence every line of copy you write on your landing pages 

The following information will be found: 

• Determine what your landing pages should do by choosing a page goal
• Think about how to position your offer for your target audience.
• To learn more about messaging matches, take a look at your traffic source
• To inform the rest of your copy, create a value proposal

Identifying your Page Goal

Every landing page should have a single goal. This is raison d’etre.

Before you begin thinking about how to build your landing page, you should have an idea of what your page goals are.

You don’t have to limit yourself to a one-page goal. Your landing page must be able to cater to many types of visitors, and should not be distracted by irrelevant information.

Communication with your target market

(Heck, it’s not possible to get into all the details of market research. When you write a landing page copy, keep in mind who you are writing for. These are the people you want to send emails or ads to.

Look at past campaigns to find the best messaging.

Flyhomes headline. Flyhomes’ headline addresses the common frustration that homebuyers feel when other offers outbid them.

It is difficult to predict which message will resonate with your target audience if you don’t have access to sophisticated analytics tools. 

To write the most effective copy, marketers need mathematically-validated insights that explain what gets visitors to take action. Kobe Digital has created the Conversion Benchmark Report. This research is based on machine learning and includes 186 million visits (to more than 34 000 landing pages) to show how copy affects conversions in 16 major industries. You can also get actionable suggestions that you can apply immediately.

Before you start writing your landing pages, make sure you have read the complete report.

It is crucial to know where your traffic comes from. Here are some reasons why.

Different countries have different expectations for your landing page. 

A traffic source can often determine your visitors’ stage or awareness. People arriving at your landing page from paid social ads are usually what you’d call pain- or solution-aware–they’ve identified there’s a problem to be solved, but they don’t know about your product or service specifically. Your landing page copy should include a more detailed introduction to your company and offer.

This is an example of someone who sends emails. Because they know your brand well, you can skip the introduction and concentrate on the hard selling.

Dinnerly uses this landing site to call out Reddit traffic sources to create pages targeted at specific audiences. This landing page is great for those who have not heard of it.

Match the importance of your message

The message match is another reason to pay attention to your traffic source.

Message match is about ensuring that your landing page is representative of the source traffic that brought it there. If someone clicks on a search ad for “15% off Commuter Bikes”, or a Reddit advertisement to purchase discounted meal kits, then the copy on the next page must contain the same message.

Convenience is key to ensuring that visitors have a consistent experience on their conversion journey. This will reduce the chance that visitors will bounce and increase their willingness for you to offer them a deal.

Write Your Value Proposition

Now you can narrow down your value proposition. You need to analyze all information – your page goals and your target audiences.

A value proposition can be described as an elevator pitch. It’s tailored to specific audiences and motivates them to take action.

You should write your value proposition in a way that puts your visitors’ needs first. How can you solve their problems?

You might market a subscription box that contains organic, fair-trade coffee beans. They are not the value proposition. “

A landing page that is not clear and concise in its value proposition will cause people to bounce.

Do you have a landing page you wish to improve?

We used AI-generated insights from Conversion Benchmark Report to create Kobe Digital’s copy analyzer. Just point the Copy Analyzer at your page and it will immediately generate a report with recommendations on how to optimize your content for your audience.

Use Copy Analyzer for analyzing ecommerce and SaaS pages.      

Plan Your Information Hierarchy

After you have determined the basic details of your landing pages (e.g. your value proposition), you can begin writing your copy.

But don’t panic. Grammarly subscribers will tell you what happens when you open a new article without a plan.

Before you can begin, you need to create an information hierarchy. It serves as a guideline for the content of your landing page.

The following information will be found: 

• Sketch your information hierarchy (with an overview of the benefits and objections your copy must address).

• It is necessary to understand the elements on your landing page and any sections that may be associated.

• Think about how your copy might work with your landing page design.

How to organize your information hierarchy

Information hierarchy works exactly as it sounds. It is the process of identifying which information pieces are most important to get visitors to convert, and then placing them on the landing page in a logical order.

You can look backward at your page goal and think of ways you can convince visitors to take that action. How can you counter them?

This basic framework is used to map out your information hierarchy. To convert visitors, you only need to address

• Problem Points: What problems could your solution solve?

• Benefits – What does your product or service offer people? What value do they get?

• Differentiators – What makes your offer unique? What sets you apart from other offers?

• Objections – What is preventing people from accepting your offer? What are their reasons?

• Call for Action: How can you help someone get the item you offer?

You could list topics from each category. This will give you a clear idea about the content you need to include on your landing page to get people to take action.

Next, map these talking points onto the page’s elements. Your value proposition should be highlighted in the headline. Address the most objections in the sub-headline. Finally, dedicate a section or subheading to your differentiators.

This Kobe Digital-built page demonstrates how Single organizes data. Before we get into the benefits-focused copy.

The copy is clear and keeps the visitors interested as they scroll down.

Choosing Your Page Elements

After you have identified your information hierarchy, you can choose the landing page elements that you will use to create content.

This diagram shows some elements of the anatomy of a landing webpage. While landing pages may be unique for each page there are certain elements that all landing pages should include: 

• The Headline This sentence is at the top or side of your page and summarizes your value proposition. Include your subheadline, headings, and subtitles.

• Body Copy – This is the copy that appears after your headings on your page. This provides more information about the topics you are discussing in each section.

• Social proof Customer testimonials, reviews, and logos are all examples of social evidence.

• Call to Action: This link will download your file or sign up for your offer. This is the last step visitors need to take to reach your page’s goal

The next section will discuss how to write compelling copy for each element.

Design: What’s it all about?

This guide focuses on copywriting. However, great design is just as important for creating landing pages that convert well. 

Look at how your design will impact how you place your copy on your pages. Sketch a wireframe to gain a better understanding and to show how visual elements can be used to enhance the flow.

You can also plan and use a landing page template before starting to write. 

Write Attention-Grabbing Headlines

You have now created your information hierarchy. This will let you know which elements you require for your landing pages.

The headlines of your landing page are crucial. A compelling headline is essential.

If your landing page header isn’t compelling enough, visitors will abandon it more often. Strong headlines keep visitors coming back.

Visitors scrolling’ ensures that all your hard work in getting them there is not wasted.

The following information will be found: 

• How to create a headline that communicates your value proposition

• How to make your message more persuasive subheadline

• Use Subheadings to establish the structure for your landing pages

What makes headlines effective?

Sharpen your pencil. Copywriting is now possible.

You should have written your landing page headline if you’ve followed this guide. Your value proposition headline should be

You might feel pressured to create headlines that are creative and inspiring. Confusion is more common than conversions.

Your headline must communicate to your visitors what you offer and why they should care.

The 4-U formula is an excellent way to generate headline ideas. It was created by Michael Masterson, a copywriting expert. The 4-U formula states that compelling headlines must include four elements. You are good if your headline has at least three elements.

Create a headline that explains your value proposition. Next, ask these questions.

• Does it help? Can it explain the problem you are trying to solve for visitors? Can it tell them how they can improve their lives?

• Is your product unique? Does it differ from other products?

• Are you adamant that it is urgent? Do you encourage visitors to quickly respond to your call for action?

• Are your details precise? Are you communicating the benefits of your offer to someone?

You can also apply this formula to subheadings. This formula can also be applied to subheadings.

Keep your eyes on the Target

A landing page can concentrate on a campaign that makes it powerful. It should be clear and concise.

Tell us your story

This principle applies to all elements of your campaign such as traffic source, copy, and landing page copy. Your headline is the first step.

Gimme Sympathy

Your headline should reflect your audience and not your own. This shows you care about your customers’ needs.

How to Reinforce Your Headline

Add a sub-headline to your headline.

The sub-headlines are your headline’s trusted sidekick. These subheadings expand on your headline and add a persuasive message.

This is your opportunity to communicate important information that you cannot fit into your headline.

This landing page is ideal for job-seekers. HiredHippo begins with a headline that addresses their pain (“no resume required”), and then adds a subheadline explaining their value.          

Have you struggled to decide which headline is the best? All are possible!

This is not A/B testing. A/B Testing is not something we are talking about.

Smart Traffic analyses each visitor to your landing pages and determines their attributes (their location, device, etc.). Smart Traffic analyzes each visitor to your landing page and determines their attributes (their device, location, etc.).

Add Structure with subheadings

Next, create your subheadings. These subheadings act as headlines for each section in your landing pages.

Re-evaluate your information hierarchy. First, identify the most important information you haven’t included in your header. Next, you can break it down into topic categories.

Mixmax has, for instance, dedicated a section to features that increase productivity. This section clearly outlines the benefits for customers. Mixmax has many other cool features, however, that don’t necessarily support this benefit. They have also grouped them under another heading, “Mix max’s great features”. “

Here’s a tip. Take a look at the landing page or ask another person. If you are unable to determine the value of your offer, take a look at the headlines and subheadings.

Craft Persuasive Body Copy

Each head headline needs a body. Your body copy should convince visitors.

You need to convey the most important information about your offer to your customers while keeping it simple for them. Check out the Conversion Benchmark report.

Not sure where to start? Smart Copy’s landing page copy generator can help you quickly convert your copy. 

The following information will be found: 

• Write for the reader with audience-centric messages
• Learn some basics about and how to use psychology in your copywriting

It’s all about the benefits

Many people are familiar with the phrase “Don’t Sell Products, Sell Outcomes”. This means you should focus on the benefits, not the features.

The most important details in your offer are the most important ones. What is the best way to talk about lawnmowers? 

Good eggs frame their benefits as features. These eggs ensure that you get “everything” delivered to your door.

Your landing page benefits should strengthen your value proposition. The body copy of your landing page will show how you can deliver the promised value.

Fun fact! Humans are emotional and self-interested. They want to find out what it is. 

Write so your visitors’ motivations come first– “you” and “your”, with benefits-focused copy interwoven. 

This is an excellent example of Good Eggs’s ability. Here’s another example of Good Eggs’s ability to do this. This customer-oriented copy will help you communicate the value that you offer.

Psychology in Your Copy

You can make your landing page more effective by using marketing psychology. It is important to provide information that is attractive to customers and accelerates their conversion. 

A classic example of this is the AIDA formula. Copywriting refers to structuring your message in a way that encourages readers to take action.

• Attention! Use an eye-catching headline and subheading to encourage them to keep reading.

• Interactive – Highlight a major pain point or irresistible advantage to pique your curiosity

• Focus on what your product or service brings to the table.

• Action: Call for action and use the momentum you’ve created to convert.

Promo uses the AIDA formula to build their Kobe Digital-built website. The headline says it all: “Create promo videos!” You’ve got our attention. Add that to the compelling background video.

Next, the subheadline for Promo expands on that headline. It also has some benefits.

Next, we’ll look at the platform and its features.

It was perfect timing. The promo offers another call-to-action just below the features that will not let us down. A final treat is that we can get it free of charge with no credit card.

Landing Page, Activate

Words that refer to something like “learn” or “get” are more persuasive. These words can be used in landing page headlines as well as calls to action.

Curiosity Converts

We are wired to seek closure. You can convert people by asking questions and hinting at the answers.

It’s a match

People thrive on consistency and are frustrated when things don’t go according to plan. 

Analyze Your Ecomm Page Copy

Kobe Digital Copy Analyzer uses machine-learning insights from Conversion Benchmark Report for instant copy recommendations. This will allow you to optimize landing pages for ecommerce.

Social proof that resonates

Why should visitors trust you?

While we know that you are an excellent person, many people will not trust your landing page. 

Social proof can be all-powerful.

People believe what other people have to say about you and your company more than what you tell them. Social proof

It builds trust and shows your visitors that other people are enjoying the same benefits you are.

The following information will be found: 

• Find out the different types of social proof and where they can be found.
• Recognize the social proof that supports and is effective

Kobe Digital ran a machine learning experiment in 2020. To determine which discipline had the highest conversion rate for landing pages, we combined our copy prediction models and design prediction models.

What is the result? Your copy must be solid.

Social Proof: Why?

“But Kobe Digital! “But Kobe Digital! What? Never has anyone said anything negative about your brand, product, or service.

(Uh, no. Your landing pages are not the only problem.

It is likely that you will come across valuable quotes and reviews all the time. You might not always recognize these types of social proof.

• Testimonials: Get testimonials from your customers about the benefits of your product. Tell a compelling story about the benefits that people received.

• Endorsements – Get recommendations from influencers or experts in the same field or industry. A person who prospects can relate to (or at least like)

• Ratings – You can use your scores from reputable review sites like Amazon and G2, as well as customer reviews to show your rating.

Social proof is found in many places, including review sites and social media. They will either have customers in their minds or be able to point you in the right direction.

I Want To Believe

Social proof can be used to demonstrate trustworthiness to your visitors. But, social proof is only effective if it is authentic.

Do the math

You can believe when you are specific.

Who Disapproves

Your endorsements should be relevant to your audience. If you provide it, your prospects should be able to identify with the person who endorses you.

You can often find social proof that supports the entire value proposition of your product within just a few sentences.

Mizzen + Main created this landing page to promote their suit line for men. Mizzen + Main’s landing page emphasizes sleek styles and mobility. “

Convert with an Action Call

Now you have a catchy headline for your landing page and some compelling copy. Now, it’s time to convince your audience with a persuasive call to action.

Your call to action is the text or form that asks visitors to complete your goal. You should have only one call to action on your landing page, just like a page goal. )

You need to remove links that don’t support your goal, such as links to your website or social media profiles.

Visitors should be able to focus on conversions and not be distracted by other distractions.

The following information will be found: 

• Create a call to action to inform visitors about what to expect and to motivate them to take action

• It is important to determine the best place to put your call to action so that visitors can find it easily and click.

Write your Call To Action

A call to action should be written with your visitor in mind. 

• Be precise. Let your visitors know exactly what happens when they click on your call-to-action button. 

• Be consistent. Match your headlines, subtitles, and so on. This will ensure consistency throughout your copy and help you to focus on your value proposition at each crucial moment of conversion.

• Keep things simple. Don’t make it more complicated than necessary. If it takes too much effort from the visitor (like extra form fields), it will cause friction in your call-to-action.

• Take action. Show visitors that you have something to lose by using verbs like “get” and “start”. Create urgency by emphasizing impressive results or indicating an expiration.

ClaimCompass created this landing page. This is consistent with the rest of the copy and clearly explains what will happen (and what the person will receive) when they click the button.

You don’t have to use only one call to action. Depending on the length of your page, not all links should point to the same place.

It’s a good idea for your primary call to action to be above the fold. This will ensure that your primary call to action is visible above the fold.

Make your call to action clear and compelling. 

Always convey the right message

Visitors don’t all look the same, so why not send them to a different landing page? Kobe Digital can use Smart Traffic to “automagically” route visitors to the page that best conveys your message.

Copy for landing pages will always be in development

Good. Now you should have a draft copy of your landing page copy or key elements. Once you are satisfied with your copy, it is time for you to add it to your landing page template and make it public.

Perhaps you launched a marketing campaign but your website isn’t performing as expected. 

Copywriting is always in progress. Your job as a copywriter is to make sure it’s as efficient today as possible. Optimizing content after publication is key.

To see industry-specific copywriting suggestions, check out the Conversion Benchmark Report.

Continuous improvement informed with data is the only way to maximize conversions. 

How to Optimize Your Whole Web Page

It’s not just about the persuasive copy. Kobe Digital’s Landing Page Analyzer can show you how landing pages perform in five performance categories: design and advertising, design industry, design, and design.