Landing Page Copywriting: 6 Steps To Mastering Conversions

Updated on September 26, 2023

Every online business has landing pages. 

But very few know how to create one that can convert those lurkers into paying customers. 

Why is that?

Because they don’t understand:

  • What landing pages really are
  • What’s the purpose of a landing page
  • How to write a gripping landing page copy

I’ll cover each of these in this article so you don’t sabotage your conversion rates.

Stick around, as I’ll also share some great landing page copywriting examples with you.

Sounds like a plan? 

Let’s jump right in.

What Is Landing Page Copywriting?

Landing page copywriting is writing copy for landing pages that persuades potential buyers to take action on your CTAs (Call To Action).

It’s one of the most common types of copywriting.

But what is a landing page in the first place?

Think of a landing page as the signboard of your online business.

The primary goal of the signboard is to convert your prospects into customers with the words on it.

It needs to encourage “strangers” to take action. And these actions can be: 

It’s your opportunity to leave a good first impression on your target audience.

That may spark another question in your head…

What Makes a Good Landing Page Copy?

A high-converting landing page needs a combination of these qualities: 

  • Clear and concise messaging: We’re now living in the attention era. Your message must be clear and direct to hook your ideal prospects. No fluff.
  • Persuasive body copy:You have to present a strong reason why these newcomers should be invested in your product or service.
  • Urging call to action: This tiny little button seals the deal. If you want higher conversions, your call to action should be action-oriented.

Writing persuasive copy for a landing page is crucial for any content creator or online business owner. 

It’s the most important page if you want to increase your conversion rate.

Your landing page is a bit different from your sales page. And it is definitely not the same as your homepage.

How is Landing Page Copy Different From Other Copy?

Landing page copy. Sales page copy. Homepage copy. Blog page copy.

Which is which? How are they different from each other? Are they even different from each other?

It gets confusing because many use these terms interchangeably and think all copies are the same…

Here are some differences.

  • Purpose: The goal is to convert visitors into leads. It could be making a purchase, signing up for a newsletter, getting an ebook or booking a call. Other types of copywriting tend to be more informational to build awareness, like blog posts.
  • Length: Tends to be shorter than other copy. It must be direct to catch visitors’ attention and encourage them to take specific actions quickly.
  • Structure: Centred around a single CTA. Unliked a homepage copy where there might be multiple CTAs.
  • Persuasive elements: Might seem clickbaity to demonstrate scarcity, urgency and social proof. Others are more likely to be educational and informative.
  • Target audience: Focused on one audience segment only. It targets their specific needs, interests and pain points. Others tend to cover broad groups.

How To Write High-Converting Landing Page Copy?

Here are 6 steps to mastering the art of writing high-converting landing page copy.

  1. Identify Your Value Proposition
  2. Write Benefit-Driven Body Copy
  3. Use One CTA Per Landing Page
  4. Include Social Proof
  5. Clarify Concerns With FAQs
  6. Craft Compelling Headlines

1. Identify Your Value Proposition

Before you write the first word for your landing page copy, STOP!

You need to know what you’re writing. Who you’re writing for? Why are you writing?

Brainstorm and research beforehand…

Ask yourself these questions:

  • What’s the single most important action I want my leads to make?
  • Who’s my ideal customer avatar?
  • What’s their biggest pain point?
  • What problem am I solving?
  • How are you solving that problem?
  • Which stage of awareness are they in?

These answers will guide your copy and readers down the page.

2. Write Benefit-Driven Body Copy

The body copy is the meat of the page.

You must maximize every inch. Especially the lead.

But what is a lead?

A lead is the first few sentences of your body copy after the headlines.

Your lead should highlight the benefits of a particular offer. Notice how I used “particular offer” and not “your product or service.”

We’re writing the body of your landing page. Not your sales page. So stick to a single offer or message to minimize distractions and maximize conversion. 

People won’t care much about what you do unless you demonstrate:

  • Benefits
  • Clarity
  • Conciseness

And one great way to do that is to utilize bullet points.

Bullet points are excellent for highlighting key takeaways.

Most readers skim. So writing short and sharp statements in a bullet list is a surefire way to keep your readers engaged.

It also breaks your copy into sections. This will help you break that wall of text that drives readers away.

Note: The type of content will vary greatly depending on your copywriting niche. But the concepts are the same.

3. Use One CTA Per Landing Page

The body copy is done. You now need a CTA telling readers what to do next.

But many make the mistake of having too many…

They don’t need options. They need only need one.

A good CTA should be:

  • Strong
  • Clear
  • Actionable

Here’s a little psychological hack.

Your CTA should state what the readers are getting instead of an action that they’ll do to receive the benefit.

Here’s an example to explain this further.

  • Generic CTA: Download now
  • Better CTA: Get my e-book

Here’s another one.

  • Generic CTA: Book now
  • Better CTA: Reserve my spot

Note: This is called the Endowment effect. It lets customers think they already have the item.

It’s a great way to double or triple your conversion rates.

Thank me later.

4. Include Social Proof

Social proof is one of the best psychological hacks to establish trust and authority for your landing page.

It leverages humans’ natural tendency to follow the choices of others and gives more weight to your copy.

Newcomers are more likely to invest if they see others having positive experiences.

Social proof on a landing page can come in different forms.

Here are some items you can include.

  • Customer testimonials
  • Product or service reviews
  • Case studies
  • Featured on (from an authority in your industry)
  • Brands you’ve worked with

I use Senja to collect testimonials for most of my landing pages.

Brendan Aw Landing Page TestimonialsPin

5. Clarify Concerns With FAQs

A good copy is likely to seal the deal. But some people will still need more information to make their decisions.

FAQs are your last line of defense from drop-off.

The last thing you want is a hole in your sales funnel. So don’t let these people slip away.

It will address common questions and concerns you might have missed in the copy.

Here are some tips for crafting helpful FAQ sections.

  • Only include the most relevant and frequent questions
  • Keep your answers short and easy to understand
  • Update your FAQs based on feedback

6. Craft Compelling Headlines

Wait… Shouldn’t this be the first step?

No. Let me explain.

Your headline should pique your reader’s interest IMMEDIATELY. Build that interest into curiosity and tell them exactly what to expect.

That’s a lot of pressure for a single line…

If your audience CAN’T figure out what you do during the first 5 seconds of reading your landing page… 

Good luck. They’re gone. 

Most online readers will not read past your headline. That’s how important it is to write a GRIPPING headline.

It’s the single most important element of the landing page copy. And you need all the information you can get before writing it.

That’s why the last step of my landing page copywriting process.

One of the most common mistakes beginner copywriters make is they write the same headlines for every audience.

You should never call the attention of your retaining customers the same way you’d approach a random scroller on the internet.

So how do you write a solid headline?

It all boils down to your understanding of your ideal customer.

Your headline should tell what you do and how it would affect your prospects. Don’t overthink it.

Don’t try to be super crafty. Simplify it. Shorten it. Go right straight to the point.

Here’s a checklist to ensure your headline is on point. Ideally, you should have all these boxes checked. But realistically, even 2 out of 4 will do wonders for your conversion rate.

  • Is it useful?
  • Is it unique?
  • Is it urgent?
  • Is it ultra-specific?

One thing that I’ve learned as I’m creating content is that…

The secret ingredient of a great headline is the STORY behind it. 

So tell a story to them. And most importantly, show how they can be a part of that story.

But just like Batman has Robin. Your headline should have subheadlines to make your message more impactful.

Use these lines to reinforce your headline. 

Here’s an example of a great headline and subheadline combo from Jasper.

Jasper Landing Page CopyPin
  • H1: Supercharge your content marketing with Jasper AI
  • H2: Artificial intelligence makes it fast & easy to create content for your blog, social media, website, and more! Rated 5/5 stars in 10,000+ reviews.

The headline has a strong and bold claim to show what the software is and who it is for. And the subheadline expands on that idea and showcases social proof to build authority.

If you are having trouble… I suggest using AI copywriting software

How Long Should Landing Page Copy Be?

I’ll give you a short answer and a better answer.

  • Short answer: stick to 500-1,000 words.
  • Better answer: probably the bummer you expect to hear every time. “It depends.”

A 500 to 1,000-word landing page is a good range to keep your message succinct.

But if you want the maximum conversion rate possible, then the right question should be…

“How can I best present my offer in the fewest words possible?”

Because there are a few factors that play a role in the length of your landing page copy.

Here are a few of them. 

How Big Is Your Ask?

Your landing page should handle every objection your prospect may have.

The bigger your ask is, the more objection they can come up with.

And what do I mean when I say big ask?

It’s about the friction your client faces when asked to do what you want them to do.

For example, a landing page asking for an email address has a smaller ask than another one charging $30 for a booking of an hour-long consultation.

There is financial friction of $30, and time friction of 1 hour. The more things you ask, the greater the need for you to justify what you’re asking.

That’s why successful landing pages only have one call to action. Because we want to minimize the risk as much as possible for the customer.

How Complex Is Your Offer

Straightforward offers will NOT require thousands of words to showcase them.

The simpler your product or service is, a shorter copy will be sufficient. And the opposite applies to more complex and high-ticket offers.

Because complex products or services typically require a bit more information. So it may result to longer a longer landing page copy.

Customer Avatar 

You are writing for your prospects. 

Tailoring your landing page copy to your prospect’s SPECIFIC needs is everything.

Depending on your offer, some people would want to know more about the product before deciding.

While less sophisticated customers are fine with a little information to get going.

It’s crucial to determine which stage of awareness your customer is in when you’re writing your landing page copy.

There is no one size fits all solution regarding landing page word count. It will still depend on different factors as I have previously mentioned.

But here’s a quick checklist to ensure you maximize every real estate on your landing page.

Your landing page copy should be:

  • Concise and scannable
  • Shows the most important detail above the fold
  • Clear headline
  • Benefit-driven

How To Optimize Landing Page Copy?

No matter how many “copywriting best practices” you have used…

If your landing page isn’t converting, you HAVE to tweak it. 

Your landing page copywriting isn’t a set-it-and-forget-it page. You have to do some testing regularly. Especially, if you’re not meeting your expected conversion rate.

How can you ensure that your landing page copy is performing well?

You have to do some A/B testing.

But what is A/B testing?

Unfortunately, I wasn’t the founder of this superb strategy. It has been around for ages.

But it is a strategy wherein you create multiple versions of your copy and test them simultaneously.

While A/B testing, you experiment with different headlines, CTAs, copy length, etc.

“But Brendan, that sounds like a lot of work…”

I hear you loud and clear. Indeed, it could be an added chore.

You must write twice as much copy, observe their effectiveness, understand data, and all that jazz.

But you have no choice.

It eliminates the guessing, so you can write better copy.

Because you know what works for your audience and what’s not. 

Landing Page Copywriting Examples


Grammarly Landing Page CopyPin

Grammarly has one of the cleanest SaaS landing pages out there. They make it easy for their customers to make decisions because there are no distractions to divert your attention.

Why it works?

  • Distraction-free user interface
  • Intuitive live demo of the software
  • The “it’s free” phrase in the CTA alleviates the financial risks of their customers


Netflix Landing Page CopyPin

Netflix takes “simplicity is the ultimate form of sophistication” to a whole new level.

Their landing page is very successful because it’s straightforward. The landing page tells you what exactly you should do, leaving no room for confusion or decision fatigue.

Why it works?

  • The call to action is very accessible
  • Attention-grabbing headline
  • Less navigation removes the friction around making decisions


Skillshare Landing Page CopyPin

Skillshare did a fantastic job in creating its landing page. The landing page has its sign-up bottom at the center to make it very clear what you should be doing.

Pair that with tons of imagery of different skills to help you visualize what you’ll get from their platform.

Why it works?

  • Benefit-driven and specific headline
  • Call to action that uses urgency
  • Single-line form for easy sign-ups

Alex Cattoni

Alex Cattoni Landing Page CopyPin

Alex Cattoni is one of the most popular copywriters and digital marketers on YouTube.

And her landing page justifies her title. Take a look at her newsletter page.

Why it works?

  • Great use of the above-the-fold real estate.
  • Catchy headline supported by a descriptive subheadline. 
  • The navigation links only show up when you scroll down the page.

Brendan Aw 

The Raw Baw Landing Page CopyPin

Another example of a real-life landing page is by your yours truly.

This is my version of a landing page that asks for email addresses in exchange for a valuable resource.

Why it works?

  • The subheadline clearly talks about the benefits
  • The call to action is prominent
  • Simple form fields


Miro Landing Page CopyPin

Miro is one of the biggest collaboration software in the market. Not only because they have an amazing product, but also because their landing page is optimized to attract new leads to their business.

Why it works?

  • Bold and highlighted call to action
  • Shows social proof above the fold
  • A clear value proposition in the headline

Landing Page Copywriting (FAQs)

What’s the Most Important Part of a Landing Page Copy?

The headline is the most important part of your landing page copy. It’s the first thing people will see on your page.

It’s the X-Factor that dictates whether readers continue reading or close the browser.

So make sure you have an attention-grabbing headline to draw more audience into your whole landing page.

How Can I Make My Landing Page Copy More Engaging?

One way to make your landing page copy more engaging is to incorporate your readers into your copy.

Tell a story WITH them, not to them.

That’s why it’s more important to focus on the benefits rather than the features of your product.

An engaging copy should also use powerful words. Forget about the generic adjectives that everybody is using. If you want to stand out, use emotional trigger words to evoke a response. 

Why Is Landing Page Copywriting Important for Conversion Rates?

A landing page is critical for increasing your conversion rate because it allows you to turn unaware audiences into retainer clients. That’s why business people pay lots of money for copywriters who can write their landing pages.

Not only can you apply this skill to your online copywriting business, but it’s also a pretty solid side income. 

What Are the Key Elements of a High-Converting Landing Page?

These are the key elements of a high-converting landing page.

• Captivating headline
• Clear and concise subheading
• Benefit-driven body
• Compelling CTA
• Credible social proof

How Can I Optimize My Landing Page Copy for SEO?

Typically, landing pages don’t necessarily need to be super-optimized for search engines. Because most of the time, people will get redirected to your landing page once they have seen your content or your advertisement.

Those content and advertisements are the ones that need SEO. But it wouldn’t hurt if you’d optimize your landing page for searches.

And you can do that by:

• Conducting keyword research
• Using the most-searched keyword in your headline
• Use relevant keywords in the subheading and body

One important note, though. Never keyword-stuff your copy for the sole purpose of search rankings. Prioritize reader experience first.

How Often Should I Update My Landing Page Copy?

There’s no right or wrong answer about how frequently you should update your landing page copy. But here are a few tell-tale signs that you should update your landing page copy.

• When you’ve updated your offer
• You have high traffic but a low conversion rate
• Outdated social proofs
• You’re rebranding

To Sum Up

Phew… That was a lot of information.

Here’s a quick rundown of what we discussed in this article.

  • What landing page copywriting is
  • How is your landing page different from other pages of your website
  • Step-by-step guide on how you should write your landing page
  • The importance of A/B testing your landing page
  • Great examples of landing pages in real life

This is one of the foundational skills when becoming a copywriter or a creator.


Because you will be writing a ton of them if you intend to make money.

So go through some of my copywriting exercises and get those conversions.

I hope you liked this article.

Please share it with those who might benefit from this too.

brendan aw black pic

About Brendan Aw

I’m an ex-marketing executive for 6 & 7-figures high-growth startups turned writer, creator & entrepreneur. I share my learnings on digital entrepreneurship, personal finance, and remote working while helping run my family’s crystal chandelier business.

Here Are More Ways I Can Help You:

  1. Join My Newsletter: Get weekly actionable tips, resources, and strategies to build a creator business straight to your inbox. (Free)
  2. Read My Articles: Browse from my library of marketing-related topics. (Free)
  3. 7 Writing Sins: Discover the top 7 writing mistakes people make on social media and why no one reads their content. I’ll tell you how to get ahead of most creators and even “professionals” in less than 30 minutes even if you just started today. (Paid)

Not Subscribed?

Join other readers of the Baw Note in receiving my weekly tips, resources, and experiences on digital entrepreneurship, remote working, and wealth building.