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Landing Page lessons related to improving your copywriting.
Hot Tip #04 is to spice up your Call-To-Action (CTA) buttons.
Remember: you’re excited to share your product or service!
🚫 Click Here
🚫 Sign Up
Too bland.
Use actionable phrases.
✅ Request a call from our agents
✅ Discover the wonders of science
✅ Unlock creativity for only $19
Let’s take a look at what the big dogs are using:
Hot Tip #06 is to empathize with the visitor's problem using your intro copy.
Then explain exactly what your product or service does in the subtext, removing all verbose words or phrases.
🚫
The world's most innovative invoice tracking software
XYZ Invoicing uses the cutting edge InvoAlgo algorithm to programmatically track unpaid invoices to send clients reminders using conversion-optimized email templates tested on 1000s of happy customers.
✅
Wasting time chasing late client payments?
XYZ Invoicing sends automated reminders to clients with outstanding invoices.
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Remember, your Landing Page is there to impress with choice previews, highlights and testimonials.
So start by making the visitor feel your offering was destined for them, in the simplest way possible.
Headlime - A headline generator to help brainstorm dozens of possibilities.
Marketing Examples Titles - A fun Landing Page title breakdown by Annie Maguire from Marketing Examples.
Hot Tip #17 is if you are marketing to everyone, your message is resonating with no one.
Identify your audience and research the subject matter to craft Landing Page copy your targeted community will appreciate.
Headline:
🚫 Join the biggest Lord of the Rings fan club online
✅ An online community where second breakfast is a dietary staple and Old Toby’s smoke can be seen drifting from humble abodes.
CTA button:
🚫 Join Club for $9/month
✅ Enter Hobbiton for $9/month
Rewriting Landing Page Copy - Fun case-study over at Marketing Examples where they spice up generic Landing Page copy.
Hot Tip #23 is to avoid the word cheap.
🚫 Cheaper
✅ More affordable
✅ Economical
✅ Cost-effective
Positioning your offering as cheaper sells it short and could raise concerns the competition is perhaps more quality.
Hot Tip #33 is to deconstruct your About paragraph.
I've seen so many Landing Pages trying to sound fancy like this:
🚫 Citrus Studio creates multi-faceted online business software using modern, cutting-edge technologies to help businesses stay on track and achieve their dreams.
1. Start by removing all unnecessary words and paring it down to your core offering:
✅ Citrus Studio builds goal-tracking software.
2. Then add a single impactful adjective to spice it up:
✅ Citrus Studio builds effective goal-tracking software.
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Your Landing Page visitor cannot be persuaded to take action if they don't understand what your service does.
"Perfection is not when there is no more to add, but no more to take away." ~ Antoine de Saint-Exupéry
Hot Tip #35 is to put your name on it.
A common concern among Landing Page visitors is how well a product or service is supported.
If I commit, will I get help?
Who actually built this?
Are they continuously improving it?
Taking ownership eases fears and shows confidence. Be proud of what you’ve created.
Landing Pages with Team sections - A collection of 400+ Landing Pages I've curated featuring team sections.
Sign Your Work - Little 2014 nugget blog post by Seth Godin.
Team Examples - A more specific collection I've put together of well-designed or interesting Team sections in Landing Pages.
Hot Tip #39 is to place copy before images on mobile.
Having a legible responsive design is great, but are you ordering your content for a seamless scrolling experience on mobile?
✅ Intro copy before main image
✅ Feature copy before demo image
Landing Page images without context are difficult to decipher:
Flexbox order - A neat way to add context with only a few lines of additional code.
Hot Tip #43 is to emphasize time-saving.
Most SaaS offerings are trying to streamline our operations and save us time in one way or another.
Note how the first 3 features (out of 9) in the original Ghost Membership Landing Page are all related to time-saving:
How are you telling your Landing Page visitors they are one payment away from saving themselves time?
Hot Tip #47 is to lower the risk to commit.
✅ Free trial
✅ No credit card needed
✅ 2 years warranty
✅ 24/7 support
✅ 30-day money-back guarantee
Note how Squarespace includes two of the above right next to their CTA button:
Your Landing Page visitor is more likely to commit knowing they will be taken care of post-purchase.
If you discovered your Landing Page for the first time today - would you feel confident signing up?
Hot Tip #48 is to keep brand capitalization consistent.
Landing Pages with different case variations of the brand name look unprofessional and can be confusing.
✅ Starbucks
🚫 Star Bucks
🚫 starbucks
🚫 StarBucks
🚫 STARBUCKS
Avoid ALL CAPS if you can. And once you've chosen a case style, stick with it to ensure it's consistent throughout your Landing Page.
Hot Tip #53 is to focus on solving copy first.
Polishing the design of a badly worded Landing Page is counter-intuitive and a waste of time.
What will you solve?
Where will you take them?
Who will they become?
Weak or confusing copywriting will sink those conversions no matter how well designed the Landing Page.
Hot Tip #73 is to personalize the success message.
Congrats on converting your Landing Page visitor into a beaming customer. Why not strengthen the relationship with a personalized ‘thank you’ message as the transaction completes?
The nerds call this Lead Nurturing but think of it more as a cherry on top. The same kind of sweet cherry when someone includes an (unexpected) handwritten note inside a packaged delivery.
When I paid for my HEY account, this popped up from the CEO. I shared it with around 5 people and saw the same message shared a dozen times on social media:
Hot Tip #82 is to prove you are established.
The Harvest invoice software LP includes these 4 strong figures:
🗓 Founded in 2006
🔋 Powering 50,000 businesses
⏰ 400 million hours tracked
💰 $13 billion paid invoices
Hot Tip #84 is to focus on people, not search engines.
Organic search traffic to a Landing Page is brilliant, but Google is an unpredictable beast right now.
In recent times, I've even seen some organic search results start on page two. Pretty wild, right?
Focusing all of your energy on copy that resonates with your visitor's problem and delivers a world-class solution is a much smarter play. If you deliver, people will talk about you.
Word of mouth > SEO
Twitter John SEO - for the phrase "blogging platform".
Hot Tip #89 is to focus on the benefits, not the features.
As the proud owner of a product or service, it's natural to want to climb up the tallest building and let the world know how damn awesome the technical features are.
Unfortunately, our Landing Page visitor isn't impressed by technical features, nor do they resonate with them. What they do care about is if our offering can help them.
Focus on the benefits of choosing you, not the product or service attributes:
Focus on how your calendar app saves them time, not how it uses cutting-edge technology.
Focus on how your course will elevate their career, not how well-attended it is.
Focus on how your sunscreen allows hours of fun in the sun, not how much R&D went into it.
"Your customers don't care about your product, they care about their problems." - Sahil Lavingia
Hot Tip #92 is to keep the tone of your copywriting positive.
🚫 Chat software that doesn't sell your info
✅ Chat software focused on privacy
🚫 A legal course that doesn't ramble
✅ A legal course that's straight to the point
🚫 Don't be negative
✅ Keep it positive
Position your offering as a confident solution, not a snarky competitor.
Avoid Double Negatives - 8 short lessons to strengthen your writing.
Hot Tip #93 is to emphasize the value.
A "$79 Design Systems Course worth $249" doesn't offer much appeal, other than a monetary saving of $170.
What if your $79 Design Systems Course included a design systems blueprint for Figma/Sketch/Photoshop (saving you 10hrs) and a year's access to a private design community?
🚫 You save $170
✅ You get learning, assets, time-saving, and access.
"Price is what you pay; value is what you get."
- Warren Buffett
Hot Tip #97 is to reinvest your profits back into your Landing Page.
Once your Landing Page is converting, and you're pleased with your solo optimization efforts, it's time for the specialists to step in.
There are many areas to outsource, but the first I'd recommend is copywriting. Let a copywriter be the officiator that marries your Landing Page tone and your target audience with linguistic flair.
Next would be your imagery. Commission a photoshoot of your product or service in action. We no longer want imagery that's merely good enough, we are looking for imagery that tells a compelling story on its own.
Your mascot illustration, constructed from an illustration kit, can now be designed to include your brand subtleties and visual cues.
Repeat the above throughout your Landing Page and before you know it you'll have a spectacular canvas for your offering.
Hot Tip #100 is don’t forget the why.
Sure, your product/service looks great but why is this part of your life’s journey?
📖 This is why I wrote the book
🖌 This is why I design logos
🎓 This is why I teach Spanish
An offering positioned within a compelling story is easier to understand and support.
“My name is Alice and I wrote this mobile accessibility guide after years of watching my visually impaired mother struggle on her phone. I’m hoping this guide will encourage others to create interfaces that cater to people from all walks of life.”
When you share why you care, others start caring too.
