20 Powerful Landing Page Copywriting Principles For More Conversion

Do you want to improve your landing page conversion? These landing page copywriting principles will help you double your sales in no time.

Did you know that the average landing page conversion rate is just 5.89%? That means for every 100 visitors, only 5 or 6 take action. Shocking, right?

But here’s the good news: great copy can change that. With the right words, you can turn more visitors into customers.

This post will show you 20 powerful landing page copywriting principles. These tips will help you write copy that sells. Get ready to boost your conversion rates!

What is Landing Page Copywriting?

Landing page copywriting is the art of writing words that sell on a single web page. It’s about creating copy that makes people want to take action. And if you want your page to pack more punch, apply the landing page copywriting principles you will discover in this post.

Good landing page copy does three things:

• Grabs attention
• Builds interest
• Convinces people to act

This type of writing is key for any business online. It can help you get more leads, sales, and sign-ups.

Why Landing Page Copywriting Matters

Great landing page copy can make or break your online success. Here’s why it’s so important:

1. It turns visitors into customers
2. It boosts your return on investment (ROI)
3. It helps you stand out from competitors

With good copy, you can sell more without spending more on ads. That’s why mastering these skills is crucial for any business owner or marketer.

20 Powerful Landing Page Copywriting Principles

Let’s dive into the 20 principles that will supercharge your landing pages.

1. Know Your Audience

Understanding your audience is the foundation of great copywriting.

This principle matters because it helps you speak directly to your ideal customer. When you know who you’re talking to, you can address their needs and wants.

To know your audience, start by creating buyer personas. These are detailed profiles of your ideal customers. Include things like age, job, interests, and pain points.

For example, if you’re selling a fitness app, your audience might be busy professionals who want to get in shape. Your copy could focus on how your app saves time and fits into a hectic schedule.

2. Use a Strong Headline

Your headline is the first thing people see. It needs to grab attention fast.

A strong headline is crucial because it determines whether people will read the rest of your copy. If your headline fails, nothing else matters.

To write a killer headline, focus on the main benefit of your offer. Use power words and numbers. Keep it short and clear.

Here’s an example: “Lose 10 Pounds in 30 Days – No Gym Required!” This headline is specific, promises a benefit, and addresses a common pain point.

3. Focus on Benefits, Not Features

People don’t buy products. They buy better versions of themselves.

This principle is key because benefits show how your product will improve someone’s life. Features alone don’t motivate people to buy.

To apply this, list out all your product’s features. Then, for each feature, ask “So what?” Keep asking until you get to the core benefit.

For instance, a feature might be “24/7 customer support.” The benefit? “Never feel stuck or frustrated – get help anytime, day or night.”

4. Use Social Proof

Social proof shows that others trust and like your product.

This principle works because humans are social creatures. We look to others to guide our decisions.

To add social proof, use testimonials, reviews, case studies, or numbers. Show how many happy customers you have or any awards you’ve won.

An example could be: “Join over 100,000 satisfied customers who’ve transformed their businesses with our software.”

5. Create a Sense of Urgency

Urgency motivates people to act now rather than later.

This principle is powerful because it fights against people’s tendency to put things off. It pushes them to make a decision.

To create urgency, use limited-time offers, countdown timers, or show limited stock. But be honest – fake urgency can hurt trust.

For example: “Only 5 spots left for our January masterclass. Sign up now before they’re gone!”

6. Keep It Simple

Simple copy is easy to read and understand.

This principle matters because confusion kills conversions. If people can’t quickly grasp your offer, they’ll leave.

To keep things simple, use short sentences and paragraphs. Avoid jargon. Explain complex ideas with examples.

Instead of “Our proprietary algorithm optimizes engagement,” try “Our tool helps you get more likes and comments.”

7. Use Power Words

Power words are terms that trigger emotional or psychological responses.

This principle works because emotions drive decisions. The right words can make people feel something and take action.

To use power words, sprinkle them throughout your copy. Focus on headlines, subheadings, and call-to-action buttons.

Examples of power words include “exclusive,” “guaranteed,” “instant,” and “free.”

8. Address Objections

Objections are reasons why someone might not buy.

Addressing objections matters because it removes barriers to purchase. It shows you understand and care about customer concerns.

To handle objections, list out all the reasons someone might not buy. Then, address each one in your copy or FAQ section.

For example, if price is an objection, you might say: “Yes, it’s an investment. But consider the time and stress you’ll save. Many customers make back the cost in just one month.”

9. Use Clear Call-to-Actions (CTAs)

A call-to-action tells people what to do next.

Clear CTAs are crucial because they guide visitors towards conversion. Without them, people might not know what step to take.

To create effective CTAs, use action verbs. Make them stand out visually. Be specific about what will happen when someone clicks.

Instead of “Submit,” try “Start My Free Trial Now.”

10. Tell a Story

Stories engage people on an emotional level.

This principle works because humans are wired for stories. They help us relate and remember information better.

To use storytelling, share customer success stories. Or tell the story of why you created your product. Make your brand the guide in your customer’s journey.

For example: “Meet Sarah. She struggled with social media marketing until she found our tool. Now she’s doubling her engagement with half the effort.”

11. Use the Right Tone

Tone is how your copy “sounds” to the reader.

Getting the tone right matters because it helps you connect with your audience. The wrong tone can turn people off.

To find the right tone, think about your brand personality and your audience. Are you formal or casual? Serious or playful?

If you’re selling to young entrepreneurs, a casual, energetic tone might work best. For corporate clients, a more professional tone could be better.

12. Make It Scannable

Scannable copy is easy to skim and understand quickly.

This principle is important because most people don’t read every word. They scan for key information.

To make your copy scannable, use short paragraphs, bullet points, and subheadings. Highlight key phrases in bold.

For instance, instead of a long paragraph, break it into bullet points:

• Save time
• Increase sales
• Reduce stress

13. Use Numbers and Data

Numbers and data add credibility to your claims.

This principle works because specific numbers feel more trustworthy than vague statements. They provide concrete proof.

To use this, include relevant statistics, study results, or specific outcomes. But keep it simple – too many numbers can be overwhelming.

Example: “Our clients see an average 35% increase in conversions within 30 days.”

14. Focus on One Main Goal

Each landing page should have one clear objective.

This principle matters because multiple goals can confuse visitors. A single focus keeps your message clear and your visitors on track.

To apply this, decide on your main goal. Is it to get sign-ups? Make sales? Every element on the page should support this goal.

For example, if your goal is newsletter sign-ups, don’t distract with product info. Focus all copy on the benefits of joining your list.

15. Use Active Voice

Active voice makes your writing more direct and engaging.

This principle is important because active voice is clearer and more powerful. It puts the focus on the subject taking action.

To use active voice, make sure the subject of your sentence is doing the action. Avoid passive constructions.

Instead of “Results can be seen in just 30 days,” write “You’ll see results in just 30 days.”

16. Optimize for SEO

SEO helps your landing page get found in search engines.

This principle matters because even the best copy won’t convert if no one sees it. SEO brings more targeted traffic to your page.

To optimize for SEO, use relevant keywords in your headline, subheadings, and throughout your copy. But keep it natural – don’t stuff keywords.

For example, if you’re selling online courses, you might use phrases like “learn from anywhere” or “expert-led classes” in your copy.

17. Use White Space

White space is the empty space around text and images.

This principle is crucial because white space makes your page easier to read. It gives the eye a break and highlights important elements.

To use white space effectively, don’t cram too much on the page. Give your copy room to breathe. Use margins and spacing to separate sections.

A clean, spacious design might have a large headline, followed by three key benefits with plenty of space between them.

18. Match Your Landing Page to Your Ad

Your landing page should deliver what your ad promised.

This principle is key because it maintains trust. If your ad and landing page don’t match, visitors feel tricked and leave.

To apply this, make sure your landing page headline echoes your ad headline. Use similar language and imagery.

If your ad says “Get 50% Off Your First Month,” your landing page should prominently feature this offer.

19. Test and Refine

Testing helps you find what works best for your audience.

This principle matters because what works for one business might not work for another. Testing lets you optimize for your specific audience.

To test effectively, use A/B testing. Change one element at a time – like the headline or CTA button color. See which version performs better.

For example, you might test two headlines: “Save Time with Our Tool” vs “Boost Productivity in One Click.” The one that gets more conversions wins.

20. Keep Mobile Users in Mind

Many people will view your landing page on mobile devices.

This principle is crucial because mobile traffic often makes up more than half of web visits. If your page doesn’t work well on mobile, you’ll lose conversions.

To optimize for mobile, use responsive design. Keep your copy concise. Make buttons large enough to tap easily.

Instead of a long form, consider a simple email capture or “Call Now” button for mobile users.

Frequently Asked Questions (FAQ)

Here are answers to some common questions about landing page copywriting principles.

What’s the difference between website copy and landing page copy?

Website copy covers your entire site. Landing page copy focuses on one specific goal or offer.

How long should my landing page be?

It depends on your offer. Complex products might need longer pages. Simple offers can be shorter. The key is to include all necessary information without fluff.

Should I use video on my landing page?

Video can boost conversions if done well. It’s great for explaining complex products or adding a personal touch. But always give visitors the option to read instead.

How often should I update my landing page?

Regularly test and update your page. At least every few months, or whenever you have new offers or data.

Can I use the same landing page for different audiences?

It’s better to create targeted pages for different audiences. This lets you speak directly to each group’s needs and pain points.

Wrapping Up: Your Path to Better Conversions

We’ve covered a lot of ground in this post about landing page copywriting principles. From knowing your audience to testing your pages, these tips can transform your results.

Remember, great copy isn’t about tricks. It’s about understanding your customers and communicating clearly. Use these principles as a guide, but always put your audience first.

Ready to take your landing pages to the next level? Our copywriting course dives deep into these principles and more. You’ll learn how to write copy that truly converts.

Or, if you need help right away, our team of expert copywriters is here to craft high-converting landing pages for your business. Don’t let weak copy hold you back.

Contact us today and let’s boost your conversions together!