5 Tips for Writing Landing Page Copy That Converts
- Pei Yen Hew
- Jan 14
- 4 min read
Key Takeaways:
Copy is crucial for conversions. A good landing page can drive results, and the copy plays a central role, especially the headline.
Clarity and value visualisation matter. Your copy should clearly show what your brand does and the benefits customers gain from it.
Use contrast and before/after framing. Showing the transformation from a problem state to the desired outcome increases the perceived value of your product in the consumer’s mind.
Action-oriented language works like an invisible CTA. Using strong verbs tells customers what to do next and highlights how your product helps them take that first step toward solving their problem.
A landing page is key to any brand’s marketing campaign because it shapes a consumer’s first impression. After all, it’s the place where an ad, email, or social media post actually leads, where visitors decide to sign up, download content, or make a purchase. That’s why your landing page copy matters: long-winded text won’t grab attention. Beyond keeping it simple and eye-catching, what else makes it effective? In this article, we’ll explore five typographic and psychological techniques that can turn visitors into customers.
Be Clear: Use Creative Copy Only When It Beats Clarity
When visitors land on your page, they’re asking three questions: Where am I? What can I do here? Why should I do it? Don’t start by pushing your product! First, show them what your service or product actually does and what they can achieve with it. If your visitors are left thinking, “What is this even about?” you’ve already lost them.
Avoid using witty or smart taglines at the beginning of your copy
Write headlines that clearly describe ONLY your product
Focus on clarity first and persuasion afterwards, and remember that sounding overly clever in your copy can backfire. Use creative or witty copy only when it performs better than straightforward, clear messaging. For instance, instead of “Make Your Tasks Easier Today!” say “Organise Your Tasks in Minutes with Our Productivity App” to convey the product’s benefit and function.
Visualise Value: Help Readers Instantly See The Benefit
Go into specifics whenever you can. Make your copy concrete, say “phone & address” instead of vague terms like “personal information.” Connect your product’s value to something people already understand. For example, “Owning [X] is like having ____” helps them instantly picture the benefit.
Picture the future benefits by making them bigger or more tangible
Make the value feel real, personal, and portable, not technical
Analogies are a great tool to make abstract ideas relatable. For example, Nike’s ad, “Shoes that hug your feet like a second skin,” helps customers feel the comfort without needing a technical explanation. When using analogies, remember to choose words that convey emotion, because people respond more to how something makes them feel than just what it does.
Use Contrast: Increase Your Product's Perceived Value
When you combine something small with something relatively larger, the latter appears to be larger than it is. You can use this principle to enhance the value of your product. E-commerce stores often apply contrast by comparing a compact product to a big outcome, making the benefits feel instantly more impressive.
Be specific to satisfy the clarity requirement
Use statistics to boost perceived value
Another way to apply the contrast principle is to compare your product with what people are already doing, for example, managing their tasks across five or more different tools. Thus, your solution instantly feels simpler and more efficient by comparison.
Before & After: Show The Transformation Your Product Delivers
People who purchase your product are in a “current” state that they do not want to be in. Instead, you can create a headline that clearly states how you transform people to an ideal “future” state.
Seeing the change helps potential users imagine themselves enjoying the results.
Comparing (with/ without your products)
Tell what results your product delivers
The before-and-after principle works because people love seeing transformations. It builds hope, sparks action, and makes benefits real. For example, explain how your product can help someone sleep better or live healthier, and how they can achieve their goal in less time than they think.
Choose Strong Verbs: Make Your Message More Actionable
If you only use a verb to describe a product, your headline may sound like an order (“Build a website!!”). You can “soften” this and make it more appealing by pairing the verb with a short description of your product. For example, “Build a website by using Google Sheets”.
Begin with words like "turn" or "convert"
Pair a benefit-driven verb with a product feature
The whole point of using the “[benefit] with/by [feature]” formula is to pique people’s interest. This could be the ideal way to describe your value proposition if you have something novel (a novel formula, a novel way to solve a problem).
Some marketers take bold actions and poke fun at their competitors. For certain products, it can easily backfire. The key seems to be how familiar people are with your product category. If your product is something not many people are familiar with (for example, a mobile e-commerce platform for B2B teams), then you’ll probably need to spend some time explaining it first before “showing off”.
References:
Stacked Marketer Pro: Landing Page Copywriting Deep Dive
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