10 Landing Page Copywriting Mistakes You Are Making And How To Fix Them

Have you ever wondered why your landing pages aren’t converting as well as you’d hoped? You’re not alone. Many businesses struggle with landing page copywriting mistakes that can derail their marketing efforts. But here’s the good news: these mistakes are easy to fix once you know what to look for.

What Is Landing Page Copywriting?

Landing page copywriting means crafting persuasive text for web pages designed to convert visitors into customers. It’s about using words to guide your audience toward a specific action. The action could be making a purchase, signing up for a newsletter, or requesting more information.

For example, a well-written landing page might use compelling headlines, clear benefits, and strong calls to action to convince a visitor to try a new software product. The copy works hand-in-hand with design elements to create a seamless, persuasive experience.

Why Is Landing Page Copywriting Important?

Effective landing page copywriting is crucial because it can make or break your conversion rates. It’s the difference between a visitor bouncing off your page in seconds and one who stays, engages, and takes the desired action.

Think about this: you could have the most amazing product or service in the world, but if your landing page copy doesn’t effectively communicate its value, you’ll struggle to make sales.

Good copywriting bridges the gap between what you’re offering and what your potential customers need, making it an essential skill for any business looking to succeed online.

10 Landing Page Copywriting Mistakes & How to Fix Them

Let’s dive into the heart of the matter. Here are ten landing page copywriting mistakes you might be making, along with practical tips on how to fix them.

1. Unclear Value Proposition

Your value proposition is the core of your landing page copywriting. It’s what sets you apart from the competition and tells visitors why they should choose you.

Many businesses make the mistake of having an unclear or weak value proposition. They fail to clearly communicate what makes their offer unique and valuable. This can leave potential customers confused or uninterested, leading to lost conversions.

How to Fix It:

To fix this landing page copywriting mistake, focus on crafting a clear, compelling value proposition. Here’s how:

1. Identify your unique selling points. What do you offer that others don’t?
2. Put yourself in your customer’s shoes. What problems do they have that you can solve?
3. Craft a concise statement that communicates your unique value. It should answer the question, “Why should I choose you?”

Remember, your value proposition should be front and center on your landing page. Make it impossible to miss.

Examples:

• Uber: “The smartest way to get around”
• Slack: “Where work happens”
• Airbnb: “Belong anywhere”

These value propositions are short, clear, and immediately communicate the core benefit of the service.

2. Focusing on Features Instead of Benefits

One of the most common landing page copywriting mistakes is putting too much emphasis on product features rather than benefits. While features are important, they don’t always resonate with customers on an emotional level.

Many businesses fall into the trap of listing all the amazing features of their product or service, assuming that customers will automatically understand how these features will improve their lives. Unfortunately, this assumption often leads to missed opportunities for connection and conversion.

How to Fix It:

To address this landing page copywriting mistake, shift your focus from features to benefits. Here’s how:

1. For each feature, ask yourself “So what?” This will help you uncover the real benefit to the customer.
2. Use emotional language that helps the customer imagine how their life will improve with your product or service.
3. Connect your benefits directly to your customers’ pain points or desires.

Remember, people don’t buy products; they buy better versions of themselves. Your copy should reflect this.

Examples:

• Instead of: “Our software has an intuitive interface” Try: “Save time and reduce frustration with our easy-to-use software”
• Instead of: “Our mattress uses advanced cooling technology” Try: “Wake up refreshed and energized after a cool, comfortable night’s sleep”
• Instead of: “Our course includes 20 video lessons” Try: “Master new skills in just 20 short, engaging lessons”

3. Neglecting the Headline

Your headline is the first thing visitors see when they land on your page. It’s your first (and sometimes only) chance to grab their attention and convince them to keep reading.

Many businesses underestimate the power of a good headline, resulting in bland, generic, or confusing openings that fail to engage visitors. This landing page copywriting mistake can lead to high bounce rates and lost conversions.

How to Fix It:

To fix this landing page copywriting mistake, invest time and effort into crafting compelling headlines. Here’s how:

1. Make your headline specific and benefit-oriented. What’s in it for the reader?
2. Use power words that evoke emotion or curiosity.
3. Keep it concise – aim for 10 words or fewer.
4. Consider using numbers or asking a question to increase engagement.

Test different headlines to see which ones resonate best with your audience. Remember, a great headline can significantly boost your conversion rates.

Examples:

• “Discover the 5-Minute Workout That Melts Fat Fast”
• “Why 99% of Diets Fail (And How to Be the 1%)”
• “Transform Your Home Office in 3 Easy Steps”

These headlines are specific, benefit-oriented, and use techniques like numbers and questions to grab attention.

4. Ignoring the Customer’s Journey

Every customer who lands on your page is at a different stage in their buying journey. Some might be just starting to research solutions, while others are ready to make a purchase.

A common landing page copywriting mistake is creating a one-size-fits-all message that doesn’t account for these different stages. This can result in copy that feels irrelevant or pushy to some visitors, leading to lost conversions.

How to Fix It:

To address this landing page copywriting mistake, tailor your copy to different stages of the customer journey. Here’s how:

1. Identify the different stages of your customer’s journey (e.g., awareness, consideration, decision).
2. Create separate landing pages or sections for each stage.
3. Use appropriate language and calls-to-action for each stage.

For example, in the awareness stage, focus on educating the customer about their problem. In the consideration stage, highlight how your solution compares to alternatives. In the decision stage, provide social proof and remove any final obstacles to purchase.

Examples:

• Awareness stage: “Discover Why Your Energy Bills Are So High”
• Consideration stage: “How Our Solar Panels Compare to Traditional Energy Sources”
• Decision stage: “Join 10,000+ Happy Customers – Get Your Free Solar Quote Today”

5. Lack of Social Proof

In the digital age, consumers are increasingly skeptical of marketing claims. They want to know that others have had positive experiences with your product or service before they commit.

One of the biggest landing page copywriting mistakes is failing to include social proof. Without testimonials, reviews, or other forms of social validation, potential customers may doubt the credibility of your claims.

How to Fix It:

To fix this landing page copywriting mistake, incorporate various forms of social proof into your landing page. Here’s how:

1. Include customer testimonials that speak to specific benefits of your product or service.
2. Display logos of well-known clients or partners.
3. Showcase awards or certifications your company has received.
4. Use numbers to highlight your impact (e.g., “Trusted by over 100,000 customers”).

Remember to keep your social proof relevant and up-to-date. Fresh, specific testimonials are more convincing than generic or outdated ones.

Examples:

• “Join over 500,000 satisfied customers who have transformed their productivity with our app.”
• “As featured in Forbes, TechCrunch, and The Wall Street Journal”
• “9 out of 10 customers report significant improvement in their sleep quality within the first week.”

These examples use different forms of social proof to build credibility and trust.

6. Overwhelming the Reader with Too Much Information

In an effort to be comprehensive, many businesses make the landing page copywriting mistake of cramming too much information onto the page. This can overwhelm the reader, making it difficult for them to focus on the most important points.

Information overload can lead to decision paralysis, where the reader feels too confused or overwhelmed to take action. This often results in them leaving the page without converting.

How to Fix It:

To address this landing page copywriting mistake, focus on simplicity and clarity. Here’s how:

1. Identify the most crucial information your reader needs to know. Prioritize this content.
2. Use bullet points and short paragraphs to break up text and make it more scannable.
3. Utilize white space in your design to give the content room to breathe.
4. Consider using a “progressive disclosure” approach, where additional details are revealed only when the user requests them.

Remember, your goal is to provide just enough information to convince the reader to take the next step, not to tell them everything at once.

Examples:

• Instead of a long paragraph about your product features, use a simple bullet list of key benefits.
• Use expandable sections or tabs to organize detailed information, allowing users to access it if they want to.
• Consider using infographics or icons to convey information visually, reducing the amount of text needed.

7. Weak or Unclear Call-to-Action (CTA)

The call-to-action (CTA) is arguably the most critical element of your landing page. It’s where you ask your visitor to take the desired action, whether that’s making a purchase, signing up for a newsletter, or requesting more information.

A common landing page copywriting mistake is having a weak or unclear CTA. This could mean using vague language, burying the CTA where it’s hard to find, or not making it compelling enough to encourage action.

How to Fix It:

To fix this landing page copywriting mistake, focus on creating strong, clear CTAs. Here’s how:

1. Use action-oriented language that clearly states what will happen when the button is clicked.
2. Make your CTA stand out visually on the page. Use contrasting colors and ample white space around it.
3. Create a sense of urgency or exclusivity to encourage immediate action.
4. Consider using multiple CTAs throughout the page, especially for longer landing pages.

Remember, your CTA should be impossible to miss and irresistible to click.

Examples:

• Instead of “Submit”, try “Get My Free E-book Now”
• Instead of “Sign Up”, try “Start My 30-Day Free Trial”
• Instead of “Learn More”, try “Discover How to Double Your Income”

These CTAs are clear, action-oriented, and give the user a specific idea of what to expect when they click.

8. Not Addressing Objections

Every potential customer has objections or concerns that might prevent them from taking action. These could be related to price, time commitment, ease of use, or numerous other factors.

One of the most overlooked landing page copywriting mistakes is failing to address these objections head-on. When you don’t proactively tackle potential concerns, you leave room for doubt in the reader’s mind.

How to Fix It:

To address this landing page copywriting mistake, anticipate and address common objections in your copy. Here’s how:

1. Research your target audience to understand their main concerns and hesitations.
2. Create a list of common objections and develop clear, concise responses to each.
3. Incorporate these responses naturally into your landing page copy.
4. Consider using a FAQ section to address additional objections that don’t fit naturally into the main copy.

Remember, by addressing objections proactively, you’re showing that you understand your customers and have solutions to their concerns.

Examples:

• Objection: “It’s too expensive.” Response: “While the initial investment might seem high, our customers typically see a return within 3 months. Plus, we offer a 30-day money-back guarantee.”
• Objection: “I don’t have time to learn a new system.” Response: “Our intuitive interface is designed for busy professionals. Most users master the basics in less than an hour.”
• Objection: “I’m not sure if it will work for my specific needs.” Response: “We serve businesses across 20+ industries. Book a free consultation to see how we can customize our solution for you.”

9. Inconsistent Messaging

Consistency is key in marketing, and this applies to landing page copywriting as well. One of the landing page copywriting mistakes that can significantly impact conversions is having inconsistent messaging across your marketing channels.

If the message on your landing page doesn’t align with the ad or email that brought the visitor there, it can create confusion and erode trust. This inconsistency can lead to higher bounce rates and lower conversions.

How to Fix It:

To fix this landing page copywriting mistake, ensure your messaging is consistent across all touchpoints. Here’s how:

1. Align your landing page headline with the message in your ads or emails.
2. Use similar language and tone across all your marketing materials.
3. Ensure that any promises made in your ads are clearly addressed on the landing page.
4. Maintain consistent branding elements, including colors, fonts, and imagery.

Remember, a seamless transition from ad to landing page creates a smooth user experience and builds trust.

Examples:

• If your Facebook ad promises a “50% off summer sale”, your landing page headline should prominently feature this offer.
• If your email talks about “revolutionizing your workout routine”, your landing page should expand on this concept, not switch to a different benefit.
• If your brand voice is casual and friendly in your social media posts, maintain this tone on your landing page.

10. Neglecting Mobile Users

In today’s mobile-first world, overlooking the mobile experience is a critical landing page copywriting mistake. Many businesses create their landing pages with desktop users in mind, resulting in a poor experience for mobile visitors.

Mobile users have different needs and behaviors compared to desktop users. They’re often on-the-go, have less time, and are working with a smaller screen. Failing to account for these differences can lead to frustrated users and lost conversions.

How to Fix It:

To address this landing page copywriting mistake, optimize your copy for mobile users. Here’s how:

1. Keep your copy concise and to-the-point. Mobile users have less patience for long blocks of text.
2. Use shorter paragraphs and more white space to improve readability on small screens.
3. Ensure your CTAs are large enough to be easily tapped on a mobile device.
4. Consider using expandable sections to organize content without overwhelming the user.

Remember, many of your visitors will be accessing your landing page on mobile devices. Make sure their experience is just as good, if not better, than desktop users.

Examples:

• Instead of long paragraphs, use bullet points to highlight key benefits.
• Use a large, easily tappable button for your main CTA, positioned where it’s easy to reach with a thumb.
• Consider a sticky header with your main CTA, so it’s always visible as mobile users scroll.

Crafting Landing Pages That Convert

Avoiding these common landing page copywriting mistakes can boost your conversion rates. Don’t forget that effective copywriting is about understanding your audience, clearly communicating your value, and guiding visitors toward a specific action.

If you follow the steps in this post, you too will be able to create landing pages that resonate with your audience and drive results.

Frequently Asked Questions (FAQ)

Here are the most pressing questions people ask about landing page copywriting:

What is the most important element of landing page copywriting?

While all elements are important, the value proposition is often considered the most crucial. It tells visitors why they should choose your product or service over others.

How long should my landing page be?

There’s no one-size-fits-all answer. Your page should be long enough to include all necessary information, but not so long that it overwhelms the reader. Test different lengths to see what works best for your audience.

Should I use video on my landing page?

Video can be very effective, especially for explaining complex products or services. However, ensure that your key messages are also available in text for those who prefer reading or can’t play videos.

How often should I update my landing page?

Regularly test and update your landing page to keep it fresh and relevant. At minimum, review it quarterly and update it as needed based on performance data and any changes in your offering.

Can I use the same landing page for all my marketing campaigns?

It’s generally better to create specific landing pages for different campaigns or audience segments. This allows you to tailor your message more effectively.

Ready to Transform Your Landing Pages?

If you’re looking to take your landing page copywriting to the next level, try our copywriting course. It shows you how to create a landing page that converts like a calculator. It also helps you avoid the mistakes that cause some landing pages to lose money.

Click here to get instant access!