Issue #26

How to write great landing page copy + formulas to help you get started

Landing pages
16 min read
In this Article

What separates a good landing page from a great one?

You may think it’s the landing page design, which is undoubtedly important. But the true power behind your landing page is found in how well it’s written. Landing page copywriting can be the make-or-break element when someone is deciding whether or not to take you up on your offer.

You’ve most likely written other types of content for your blog and business before, so how does landing page copywriting differ?

When you start writing landing page copy, you might notice that you have more room to talk about your offer than a typical email sign-up form but far less room than a blog post.

landing page copy example
Email sign-up form example from Lovely and Green
Landing page example
Landing page example from B Like Bianca

How do you bridge the gap and make sure you’re writing landing page copy in an effective way?

It starts by understanding what you want the landing page copy to accomplish.

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What is your landing page’s primary goal?

Is it to offer a lead magnet that teaches your audience on a topic that relates to your industry?

Is it to grow a more niche-focused audience by focusing on your email segmentation strategy?

Do you simply want to start growing your list and experimenting with different offers?

No matter what your goals are, your landing page copy should lead to an offer that will help you get closer to accomplishing that goal. landing page copy principles

When you learn how to write a great landing page, keep in mind that the copy needs to be:

  • Clear: No one should read your landing page and second-guess what your offer is. It should be completely clear what you are teaching or giving your audience.
  • Concise: Since your landing page is likely shorter than other pages on your website, you’ll want to say as much as you can in as few words as possible.
  • Engaging: Think of your landing page as a personal invitation into your brand and email list community. Once you talk about what your free lead magnet offer is, you’ll want to engage with your audience by enticing them to take the next step and sign up.
  • Actionable: The whole point of your landing page copy is to inspire your audience to take action. In this case, you want them to sign up for your email list in order to receive their freebie. This often comes down to how strong your call-to-action (CTA) is, but we’ll talk about that later in this article. Just know that your CTA directly influences your landing page conversions.
  • Memorable: In saturated industries, it’s more important than ever to stand out from other competitors. You can use your landing page to create a memorable user experience for your audience and offers a unique lead magnet that positions you as a knowledgeable expert.

Whenever you write landing page copy, use these bullet points as a checklist to make sure your copy incorporates all of these characteristics.

Landing page copy principles

Since landing page copywriting is heavily focused on helping your audience take an intended action—whether that’s purchasing your product or, in this case, signing up for your email list—you’ll need to make sure these core principles are nailed down.

Find a problem

You may have noticed that landing page copy is often written in a way that locates what problems the audience has and ethically agitates them. That’s because we are motivated to solve problems once we know they exist.

Think about what your own audience members tend to struggle with. What problems are holding them back from learning something new or improving their life?

Write down any problems that come in mind and put them in order of priority based on what you know about your ideal audience. If you can find one core problem for each lead magnet offer, that’s best.

Find a problem to help your audience with
Sarah Fisher Coaching‘s email course landing page copy example

Understand the pain points

Once you know what problems your audience has, consider what their main pain points are. What habits, patterns, self-limiting beliefs, or other factors are contributing to their problem? What has been keeping them from solving the problem? Then it’s time to share how your audience can break through these setbacks, which we’ll talk about next.

Understand the pain points of your audience for your landing page
The Empowered VA Society‘s infographic lead magnet copy example

Offer a solution

Depending on what your lead magnet is offering, you’ll want to think about what your solution is and why it’s beneficial for your audience. Rather than leading with all of the different features and deliverables that are inside your landing page, focus on highlighting the benefits of your lead magnet offer.

What will this solution help your audience actually accomplish? How is it different from other solutions that already exist in your niche or industry? These questions take us into the last step.

Your landing page should offer a solution for your audeince
Perfect Cents Living‘s landing page copy example

Communicate the desired outcome

Your solution is meant to help your audience solve a problem so they can achieve something. This is what we call a desired outcome, and will often relate to your audience’s bigger vision, dreams, and goals for their business or life.

Communicate the desired outcomes for your audience on your landing page
Delana Simmons‘ landing page copy example

To review, you’ll want to know your audience’s problems and pain points so you are able to offer a solution that helps them reach a desired outcome.

These four principles of landing page copywriting will come in handy in the next section. We’ll break down which landing page copy elements you’ll need to know and give you a few fill-in-the-blank formulas to help you write better landing page copy.

How to write a landing page: The core elements explained

Too many content creators think they need to create a long, complex landing page that fully describes their offer in order to turn visitors into subscribers.

The problem with this approach is that your visitors will lose interest if they have to scroll through a long-form landing page and skim through tons of content before they see your call-to-action.

Your landing page has one job: to entice people to sign up for your lead magnet offer.

That’s it! It’s up to you to find the sweet spot between giving your audience enough information so they know what they’ll receive when they sign up but not overloading them with an overwhelming amount of content.

This process is easier when you know what landing page copy elements to include. These three core elements will help you write a great landing page. We’ll also share landing page copy examples and copywriting formulas that you can use to create your own landing page in ConvertKit.

When you sign up for a free trial of ConvertKit, you can start building your landing page with one of our dozens of design templates so you never have to start from scratch. Since you don’t have to worry about creating a beautiful landing page design, you can put more energy into your copywriting.

As you read through each of these landing page copy elements, think about how you can incorporate them based on your landing page design template inside ConvertKit.

Headline copy

Your headline is the first message your audience will read when they open your landing page. You want to use your headline to immediately capture their attention so they will continue reading about your lead magnet offer.

If your headline doesn’t feel like a fit or is vague, your audience may wonder if the offer is right for them and exit out of the landing page. By addressing their unique pain points or providing a helpful solution, your headline will help you convey the value of what you are offering.

Your headline can be written in the form of a question or can be a simple statement. A headline that is written as a question will naturally lead your audience to read the following description copy (which we’ll talk about later) because they’ll assume the answer to the question is on the landing page and inside the CTA. A simple statement, however, will state your offer with confidence so interested audience members can access your resource.

Your headline doesn’t need to be long. In fact, it shouldn’t be! If you can keep it to about five to twelve words, that is ideal.

In your headline, you can add more personality with a hint of wit and charm, but only if it works with your brand voice. Make sure anything you write fits with the rest of your copywriting.

Not sure how to write your own headline? Use one of these four headline formulas to help you get started. All you need to do is complete the prompts by filling in your own information.

Landing page headline formulas

Landing Page Headline Formula 1: Worried you’ll never have [desired outcome]?

This headline hints at the struggle that your audience has with reaching their desired outcome while allowing you to talk more about their pain points in the following description copy.

A headline like this will introduce a feeling of scarcity and urgency, but you’ll want to make sure you do this in an ethical way. Here are some ethical copywriting guidelines you may want to follow. This landing page copy example from Leeza Harrington is also a great guide on how to ethically introduce pain points.

Landing page headline example 1
Leeza Harrington's email course landing page copy example

Landing Page Headline Formula 2: How to turn [problem] into [desired outcome]

Everyone wants to know how to get from Point A to Point B. Point A represents what problem your audience is currently having and Point B refers to where your audience wants to go.

Since you have already discovered what problems and desired outcomes your audience has, this headline should be simple to create.

Landing page headline example 2
From Side Hustle to CEO‘s guide landing page copy example

Landing Page Headline Formula 3: Feeling [pain point 1] or [pain point 2]?

If you want to lead with a pain point, make sure you use the description copy to fully explain how you will help your audience alleviate or completely eliminate their pain points. This headline captures your audience’s attention by describing how they may be feeling before they take advantage of your offer.

If you know how they’re feeling, your audience will nod along with the rest of your copy since it is written for them.

Landing page headline copy example
Betsy Ramer Jaime's checklist landing page copy example

Landing Page Headline Formula 4: You’re ready to accomplish [desired outcome] with [free offer]

This headline starts on a more positive, uplifting note by affirming your audience that they are ready to take the next step toward their big dreams. No matter what their desired outcome is, you’ll want to position your solution as the best way to get there.

Landing page headline examples
Stephanie Cantelmo‘s graphic design templates landing page copy example

We recommend writing several headline options so you can narrow down your favorites from there. You’ll also be able to copy and paste them into your landing page template inside ConvertKit to see which looks best.

You’ve got a great start with your headline, but you’ll need to pair it with description copy that jumps off the (landing) page to increase your landing page conversions.

Description copy

Your description is meant to give your audience additional information they may need before they sign up for your email list and receive your lead magnet.

Your headline will capture your audience’s attention, but your description copy will tell them more about the offer. It should answer your audience’s biggest questions and get them excited to sign up.

Some content creators will write one sentence descriptions, but we recommend keeping your description copy around two to four sentences so you can easily transition into the call-to-action.

Depending on what kind of lead magnet you’re offering, choose one of our four description copy formulas to help you write descriptions your audience will love.

Landing Page Description Formula 1:

Have you ever wondered how to approach [topic of interest] but struggle to know where to start? In my [lead magnet resource], I’ll break down my top [number of tips] so you can achieve [desired outcome 1] and then [desired outcome 2]. Sign up below to access your free [lead magnet resource]!

Another landing page description example
Piper De Young‘s guide landing page copy example

Landing Page Description Formula 2:

After [your skill of practice] for over [years of experience], I have learned how to help [ideal audience] achieve [desired outcome]. Get instant access to my [lead magnet resource] to help you solve [problem].

Landing page description copy example
Think Grow Giggle‘s graphic organizers landing page copy example

Landing Page Description Formula 3:

Sick of feeling [pain point 1]? Want to achieve [desired outcome] without [pain point 2]? You can! I help [ideal audience] like you overcome [problem] with [solution].

Landing page description example
No Food Rule‘s guide landing page copy example

Landing Page Description Formula 4:

Prepare for your next [pain point 1] using this [lead magnet resource] that will help you achieve [desired outcome] and ease your [pain point 2].

Landing page description example 4
Connect WK‘s worksheet packet landing page copy example

Once your description comes together, it’s time for the last element: your CTA button copy.

CTA button copy

After reading your headline and description, your audience will be looking for instructions on what to do next. That’s where your CTA comes in.

Your call-to-action button should be unmistakable, meaning that it needs to stand out on your landing page and clearly tell your audience what they need to do in order to receive your lead magnet offer.

Writing an effective CTA is crucial because it will strongly affect your landing page conversions. Your CTA button copy should be written in a way that invites your audience to click the button and get signed up.

While your CTA button copy will be the smallest amount of copy on your landing page, it doesn’t mean that you should overlook it. Instead, take a look at these CTA options so you know what will work best with your lead magnet.

Landing Page CTA Button Formula 1: Subscribe / Subscribe now

Landing page CTA button example 2
Green & Happy Mom‘s habit tracker landing page copy example

Landing Page CTA Button Formula 2: Sign me up / Sign up now

Landing page button copy example 2
The Toddler's Playbook email challenge landing page copy example

Landing Page CTA Button Formula 3: Count me in / Join now

Landing page CTA button example 3
Plenty & Well's email newsletter landing page copy example

Landing Page CTA Button Formula 4: Send it to me / Give me the [resource]

Landing page CTA copy example
One Strong Southern Girl‘s worksheet packet landing page copy example

No matter what CTA button copy option you choose, make sure that your button is:

  • Written with at least one action-oriented word in it
  • Only focused on one lead magnet offer (it’s better for your conversions!)
  • In a color that is highly contrasted with your landing page’s background color
  • Easy to read, easy to see, and even easier to take action on

If you want to do your own conversion experiment, think about testing different CTA button copy to see how it affects your email sign ups.

An easy place to start is to test one variation for a month (for low to medium-sized traffic blogs and websites) and test the other variation during the next month. Compare the data by finding the average landing page conversion rate of each variation, which takes the number of new subscribers divided by the number of total landing page visitors to get your percentage.

Then you’ll find your winning variation!

You can also complete the same process for any change you want to make to your headline, description copy, or any imagery you include in the landing page.

Ready to write your own free landing page in ConvertKit?

Know that you know how to write a great landing page, it’s time to put your new knowledge into action.

To review, here is what you’ll need to do once you are inside ConvertKit:

  • Choose a landing page design
  • Write your headline copy
  • Write your description copy
  • Write your CTA button copy
  • Include any imagery as needed
  • Connect your lead magnet to your landing page
  • Make sure all tags, segmentations, and sequences are set up
  • Publish your landing page and start promoting it!

Check out this quick tutorial to find out how easy it is to set up your next landing page for free with ConvertKit:

Click the button below to create your free ConvertKit account and build your first landing page!

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Kayla Hollatz

Kayla Hollatz is a copywriter and content creator for creative entrepreneurs who want their words to connect and convert. Few things make her happier than ghostwriting for clients in her studio, aka her four-season porch with a lake view. She can frequently be found fighting Minnesota winters with a mug of hot chocolate in hand.

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