Unbounce Guide to Landing Page Copywriting

Make each word count with compelling landing page copy that convinces more visitors to convert.

Gotta Write Landing Page Copy, But Don’t Know Where to Start?
Hey, we’ve been there.

Maybe you’re a fresh-faced copywriter who’s just getting started. Maybe you’re a veteran marketer who’s more comfortable with graphs than grammar. Heck, maybe you’re a comma-swingin’ wordsmith who just wants a refresher.

To all of you, we say: you’ve got this.

Copywriting isn’t high art. You don’t need to be Shakespeare or Tolstoy to write landing page copy that drives conversions. There’s a basic formula, and we’re not talkin’ E=mc2. Think adding Mentos to a bottle of Coca-Cola. Anybody can do it and—more often than not—the results are explosive.

At its core, copywriting is about persuasion. It’s communicating the right message at the right time to convince your audience to take action. In the context of landing pages, this means carefully framing and structuring information so that more visitors accept your offer, whether it’s a lead-generating ebook or a hot new product. Persuasion means conversion.

This guide will teach you everything you need to know about copywriting for landing page conversions. From laying out your structure, crafting high-impact headlines, toning your body copy, and wooing with social proof, you’ll have everything you need to write your highest-performing landing pages ever.

How Do You Write a High-Converting Landing Page?

Find Your Value Proposition – Before you start writing, you need to think about who you’re talking to (and what makes ’em convert). Learn how to craft messaging that resonates with your target audience.

Plan Your Information Hierarchy – You wouldn’t build a house without a blueprint, wouldya? Create an information hierarchy and figure out the content your landing page needs to be most impactful.

Write Attention-Grabbing Headlines – Your headings are the most visible copy on your page, so you’ve gotta make them count. Learn how to write headlines, sub-headlines, and subheadings that capture your visitors’ attention.

Craft Persuasive Body Copy – Your visitors don’t care about features, really—they care about the benefits your features provide. Write body copy that puts your audience’s needs first and persuades them to take action.

Find Social Proof that Resonates – Sure, you think your offer’s great—but does anyone else? Use social proof (like testimonials and review scores) to reinforce your copy and earn your visitors’ trust.

Convert with a Call to Action – You’ve convinced your visitors that they want what you’ve got, but you still need to seal the deal. See how to write calls to action that attract visitors’ attention and drive results for your business.