A landing page is so much more than just another web page — it is the content marketing springboard for conversions, leads, and business growth.
Advertising can bring people to landing pages and design can catch eyes. But ultimately, it’s persuasive copy that prompts visitors to take action.
Landing page copy does more than fill space. It needs to achieve the following with visitors:
- Clearly explain the purpose of the page
- Address concerns
- Build trust
- Answers pressing questions
- Motivates people to engage
But what does it take to transform casual browsing into meaningful conversions?
At Razorcopy, we’ve written thousands of landing pages for agencies and businesses – with a proven framework. In this article, we’ll break down the key steps to write landing page copy that creates measurable impacts.
Understanding Landing Page Copywriting Goals
The cardinal mistake we see in writing copy for landing pages is trying to accomplish too much. Landing pages are more of a short value prop.
For example, let’s consider a landing page for IT security services. As a company that does a lot of technical work, it might seem natural to dive into all the details of the antivirus tools you use, the granular process for network security, patching, etc.
Truth be told, most business owners that need IT security don’t care about all the technical details – at least not on the landing page. Business owners want to know that you’ll protect their data and they don’t have to lose sleep over it. The goal of this landing page copy is to book a consultation. All the technical details can be explained later by your sales team.
Think general here. Your landing page should be an elevator pitch that boils down to one singular goal, which might be:
- Buying a product
- Requesting a quote
- Getting a free trial
- Booking a meeting
- Signing up for a newsletter
- Downloading a resource
An effective landing page starts with clarity — knowing exactly what final action you want visitors to take. When you try to do too much, you’ll end up losing a lot of people in the details. Every word in your landing page copywriting should drive visitors toward your conversion goal.
Define that goal upfront — and make it the focus of your content, design, and call to action (CTA). Avoid the temptation to add multiple offers or paths on a single page. Simplicity and relevance win.
Aligning Copy with User Intent
Landing page copywriting starts with empathy for the visitor’s motivations.
- Why did they click on your ad or link that brought them to the page?
- What problem are they trying to solve?
- What questions do they have?
From here, you’ll need to address these issues in a way that prompts action.
For instance, let’s say you’re a roofing company running a Google Ads campaign for roof replacement services. If a homeowner clicks on your ad and is directed to your landing page, they are experiencing problems with their roof.
The problems they may be facing are:
- Frequent roof leaks
- Higher-than-normal energy bills
- Aging roof
Your landing page needs to address these common problems and how your solution solves them. If you can properly empathize with the target audience on a landing page, they will be more included to take the desired action.
Key Elements of Landing Page Copy
High-performing landing pages share a common structure to communicate a unique selling proposition. Copy must be both inviting and precise, drawing users in with clear value and moving them to take action. Here are the key components to consider as you build a landing page.
The Hero Section
The hero section of a landing page – above the fold of the page before the user has to scroll – is your first impression. When you’re writing a landing page, it’s safe to operate on the assumption that most people won’t scroll through the whole page.
According to MetricHQ, the average visitor spends 52 seconds on a page – based on a study across multiple industries.
With this in mind, a high-converting landing page should explain the who, what, where, why, and how in addition to a clear hero image. Let’s go back to the roofing company example:
- The Who: Your target customers (ex: homeowners and business owners)
- The What: The services you provide (ex: roof replacements, repairs, and maintenance)
- The Where: The geographic area you serve (ex: San Diego County)
- The Why: Trust points that showcase your credibility (ex: number of years in service, jobs completed, free estimates, etc.)
- The How: Call-to-action for how people can get started (ex: Get a FREE Quote)
Ideally, your hero section should give people all the basic information to take action.
Why People Need Your Product or Service
Once you get below the hero section, there should be 3-4 key reasons on why your product/service is worth buying (pain points) – with clear subheadings and copy.
Going back to the IT security example, your headings might be:
- Cybercrime evolves by the hour
- Small businesses are easy targets for cyber criminals
- Stay protected 24/7/365, with complete peace of mind.
This section is all about empathizing with the common problems that lead people to your product or product or service.
The Sub-Services You Offer (If Applicable)
This section is more common for service-focused landing pages. It’s where you can explain what your main service covers. For a roofing company offering replacements, this could be:
- Inspections
- Removal and Disposal of Old Roof
- Complete Installation
- Roof Ventilation
- Flashing Replacement
- Gutter Replacements
- Skylight Installation
- Solar Panel Installation
- Ongoing Roof Maintenance
The subservices section is about showing that you’re a one-stop shop for everything potential customers would need.
2nd Call to Action
A good landing page has multiple links to route visitors to take the desired action. After the CTA above the fold, the second CTA should be about halfway down on the page. The button needs to be clear and unambiguous—avoid generic phrases like “Submit.”
Use action-driven language related to the offer, such as “Schedule My Free Demo” or “Get Your Custom Quote.”
The Process
This is another one geared to service-related landing pages. The process section should provide a snapshot of how you operate – with subheadings and 1-2 lines of copy under each with key details.
Going back to your IT security example, the section heads for your process might look like this:
- Step 1: Security Examination
- Step 2: Identify Vulnerabilities
- Step 3: Implement Proactive Solutions
- Step 4: Monitor 24/7/365
IMPORTANT: You don’t need to get into the nuts and bolts here. Keep it general.
Core Values
Your core values need to showcase why you’re trustworthy. In many ways, this is your value proposition. Consider writing 3-4 subheadings with 1-2 lines of copy under each. Ultimately, this should seal the deal for getting a prospect to take action. Going back to our roof replacement service example, core values might be:
- Clear, Honest Pricing
- On-Time Project Delivery
- Getting the Job Done Right the First Time
- Fast Responses
Keep in mind, some people seeking service-based businesses may have had a bad experience with another service provider. Subpar services usually boil down to a few different problems – bad communication, ongoing problems, unreliability, convoluted pricing, etc. If you can clear up these fears on the landing page, you’re setting the standards for a healthy client relationship before you even meet them.
Frequently Asked Questions
When a person is considering buying a product or service, chances are they have a handful of questions. Answering these questions with clear answers (1-2 paragraphs max) can help to clear up concerns and seal the deal.
But what questions should you address?
There are a couple ways to build out FAQ section. For one, you can start with Google. Simply search your product or service and look at the People Also Ask section. Second, you can look at your internal customer data to find the common threads on what people ask you.
Using our roof replacement landing page example, some common questions might include:
- What is the average cost of a roof replacement?
- How long does it take to replace a roof?
- Does insurance cover new roofs?
- What is the cost-effective materials for replacing a roof?
Use your best judgment. What questions would a reasonable person have in the consideration phase of the sales process?
Social Proof
This one is not totally related to landing page copywriting, it’s more of a best practice for landing pages. If possible, add a few customer testimonials from happy buyers about your product or service. These real life examples from existing customers will help to add credibility. Video testimonials can be even more impactful if you have them.
Final CTA
Once the target audience sees your core values and FAQs, present them with another call-to-action immediately. This will be just above the footer. Like the 2nd call-to-action, keep this one clear and simple.
Tips for Writing High-Converting Copy
Some copywriting principles work across niches, industries, and offers. Consider these practical guidelines to boost the persuasive power of your landing pages.
Focusing on Benefits Over Features
You can talk all day about how amazing your product or service is. But on a landing page, it shouldn’t be the focus when you write for a target audience. For IT security services, the message match between benefits would be:
- Company data stays protected around the clock
- Risks are detected and mitigated before they turn into problems
- Prospective customers have peace of mind against breaches
The theme of the landing page copy should be about how your product or service will make someone’s life easier or better.
Creating Urgency and Relevance
Encourage potential customers to act soon. Consider using time-sensitive offers (“Seats Filling Fast”) or limited bonuses (“Free website audit for the first 100 sign-ups”). Keep urgency honest and grounded in real value. Write the copy around current trends when relevant — addressing specific industry shifts or seasonality in your market.
Keeping Copy Concise and Clear
Most people skim webpages, especially on mobile. Use plain language, short sentences, bullet points, and clear headings.
How much value can you add in as few words as possible?
Cut extra details that do not help move the visitor toward your CTA. Every word needs a reason to be on the page.
Write headlines that break up sections, use short paragraphs and bullet points. Most users expect to find answers fast—so let them. Highlight key benefits, product features, CTAs, and key differentiators visually to guide attention.
Testing and Improving Landing Page Copy
No landing page should stand still. The path to peak performance is ongoing testing, thoughtful analysis, and quick iterations to the value proposition.
Test different headlines, CTAs, or value statements using tools like Google Optimize or Optimizely. Even small tweaks can affect conversion rates — sometimes by double-digit percentages. Only test one element at a time for clear results.
Use analytics platforms like Google Analytics, Hotjar, or Microsoft Clarity to see where visitors click, scroll, and drop off. If users stall before reaching your CTA, try rewriting subheadings or moving key content up the page.
Getting Started
Landing page copy is an investment, not a one-time project. When crafted with intention — grounded in research, refined by testing, and updated for better results — it becomes one of the sharpest tools in your arsenal.
These habits should guide your value prop from each landing page headline to the end copy. Now might be the right time to review your current landing pages and apply these principles. Small improvements today can lay the foundation for better results tomorrow.
If you need help with professional landing page copywriting, the team at Razorcopy is here to dial in your unique value proposition.
Schedule a call today to get started. Whether you’re looking to get email sign-ups, consultations, sell products, or anything else, we’ll do everything in our writing power to boost the success of your marketing campaigns.
