A terrific touchdown web page doesn’t simply welcome customers to your web site—it meets their wants proactively and encourages them to transform. 

On this article, we’ll educate you the right way to write a touchdown web page that captures your target market’s consideration. We’ll additionally share real-life examples of how manufacturers use these touchdown web page copywriting tricks to get customers to have interaction and take motion.

8 Touchdown Web page Copywriting Suggestions 

Each factor of a touchdown web page issues, from headline and duplicate to visuals. 

Listed here are eight tricks to make your touchdown web page as efficient as attainable.

1. Write an Impactful Headline

The headline in your touchdown web page is the very first thing customers see. Make it clear and easy so everybody can perceive it at a look. 

Most significantly? 

Concentrate on the worth you’re providing as a hook to maintain individuals from clicking away.

This Uber landing page concentrating on driver signups does a great job of constructing an prompt affect.

Uber's landing page with "Drive when you want, make what you need" headline

The headline “Drive if you need, make what you want” is value-focused, explaining the proposition in eight phrases. The distinction between the phrases “need” and “want” carries some weight, hooking customers who’re searching for a possibility to earn cash flexibly.

The headline can also be a essential a part of your touchdown web page design. Because it sits in such a distinguished house on the web page, a touchdown web page headline has a number of jobs to do. 

Your touchdown web page headline ought to do the next: 

  • Sum up what you’re providing and why it’s helpful as concisely as attainable. To attain this, write your headline like a value proposition. This implies answering the query, “What worth can customers get out of your product that they will’t get elsewhere?”
  • Hook customers and maintain them . Write a brief and easy headline so readers can digest it rapidly. And use language units like alliteration to make it catchy.
  • Stream naturally as a part of the consumer journey. In case your customers click on by way of from an advert on a search engine outcomes web page (SERP), the headline ought to observe the advert copy, selecting up the identical concepts.
  • Contribute to search engine optimization (SEO) or pay-per-click (PPC) touchdown web page optimization. Guarantee your headline contains your goal key phrases to maximise relevance to customers.

Holding these goals top-of-mind if you write a headline will enable you to make a robust first impression on customers, protecting them on the web page longer.

2. Make Your Copy Simple to Scan

Folks don’t learn webpages like they do books. Hold your touchdown web page copy quick and create an simply scannable format so your key factors stand out.

Take this ExpressVPN landing page for instance. The header is straightforward, with a headline and subheading that includes easy-to-scan phrases like “VPN,” “simply works,” and “#1.”

ExpressVPN's landing page with "The VPN that just works" headline

Additional down the web page, there’s a information to getting began with a VPN that’s specified by three easy steps: join ExpressVPN, obtain a VPN app, and connect with a VPN server location. 

"How do I get and use a VPN" section of the page

Lastly, there’s a listing of persuasive, scannable advantages like 24-hour dwell chat assist and best-in-class encryption: 

"Why ExpressVPN?" section of the page

There are many subheadings and daring textual content to make sure customers can see crucial factors simply.

Why does this matter? 

The Nielsen Norman Group has studied how people read online since 1997. Their findings present constantly that net customers scan textual content as an alternative of studying it.

Additionally they observed some recurring scanning habits, just like the F-Pattern. Customers begin by studying a heading horizontally, then skip down to a different distinguished row of textual content.

An infographic by Semrush demonstrating F-pattern reading

You’ll be able to apply these findings in your touchdown web page copywriting to maximise its affect.

Prioritize key info in headings and subheadings, which customers are probably to learn. Comply with these headings up instantly with quick, easy sentences that develop on the purpose and ship different vital info.

And keep in mind, 58.3% of web visitors got here from cellular units in Q1 2023. So, optimize your copy construction for these customers. Meaning protecting headings quick and utilizing loads of white house to make sure readability.

You need to use our SEO Writing Assistant to evaluate your copy’s total readability. Enter your goal key phrases and paste your textual content into the device. 

search engine optimisation Writing Assistant will rating your content material out of 10 for readability, search engine optimisation, originality, and tone of voice.

Content score section in SEO Writing Assistant highlighted

search engine optimisation Writing Assistant will generate customized suggestions for every scoring space. The readability suggestions are primarily based on the Flesch Reading Ease score.

"Readability" recommendations section in SEO Writing Assistant

You’ll be able to then redraft your copy manually primarily based on the recommendation or use the built-in AI-powered writing options to enhance it robotically.

AI-powered "Rephraser" feature in SEO Writing Assistant

The device may even supply search engine optimisation suggestions that may assist your touchdown web page rank greater in natural search outcomes.

3. Concentrate on Advantages Over Options

A standard copywriting precept says, “Options inform, advantages promote.” This implies persons are extra persuaded by how a services or products will enhance their lives than by its bells and whistles. 

Apply this idea to your touchdown web page copywriting by specializing in the advantages of your product to maximize your conversion rate.

For instance, the Asana pricing page, which doubles as a touchdown web page within the firm’s paid promoting campaigns, sells its advantages nicely:

Asana's pricing page with "Easily organize your work. Start free" headline

The headline “Simply set up your work. Begin free” rapidly will get to the purpose, telling customers what they’ll have the ability to do with the platform. 

In six phrases, the corporate makes its worth proposition clear. It additionally tells the net customer they will begin totally free (“no bank card required”), reducing any objections to conversion.

There’s no point out of options as a result of they’re not vital. Asana is aware of individuals need the advantage of the options (the power to arrange their work).

What’s the distinction between a function and a profit?

  • Options describe what the product does, usually getting particular with technical phrases 
  • Advantages clarify what the product’s options will assist the consumer obtain

Advantages push customers into making a purchase order choice. This implies they need to be the precedence in essentially the most distinguished touchdown web page copy, like your headline or subheadings. 

You’ll be able to nonetheless cowl options, however that comes later when customers are already invested.

A benefit-focused headline tells the reader why they want the product. It sparks an emotional response, not like the feature-focused headline, which is solely sensible.

4. Embrace Social Proof

Use social proof in your touchdown web page copywriting to get customers to belief what you are promoting. 


As a result of it demonstrates that different individuals used and appreciated your product, lowering an vital barrier to conversion and displaying potential clients the services or products you supply is effective.

Social proof is available in many varieties on the net, together with:

  • Critiques: Direct user-submitted opinions, usually displayed within the type of a feed pulled from a platform like Trustpilot or Google
  • Testimonials: Chosen buyer testimonials, which act like longer-form opinions. Most helpful for demonstrating the worth of high-cost merchandise
  • Buyer logos: A bunch of logos representing notable clients, usually utilized in business-to-business (B2B) sectors to point out the product’s reputation
  • Awards/accreditations: Icons that characterize awards or accreditations the product gained, highlighting its high quality in an oblique technique to overcome consumer objections
An infographic listing different types of social proof, reviews, testimonials, customer logos, and awards/accreditations

The next Lingoda landing page instance makes use of two varieties of social proof under the header to construct belief with customers.

Lingoda's landing page providing examples of social proof

As you’ll be able to see, the touchdown web page options mixture assessment rating badges from Google and Trustpilot—two trusted organizations.

There’s additionally an accreditation from Cambridge College, which supplies Lingoda’s lessons extra credibility.

Critiques, particularly, supply unimaginable worth. 

A survey by Brightlocal discovered that 98% of net customers learn firm opinions as a part of their procuring course of. And 46% of individuals belief them simply as a lot as private suggestions from associates or household.

Being proactive by together with opinions in your touchdown web page copy or design provides guests all of the social proof they want with out forcing them to go away your web site to search out opinions elsewhere. 

5. Write Compelling Calls-to-Motion (CTAs)

A call-to-action, or CTA, performs the vital function of telling customers what to do subsequent in the event that they’re thinking about your product. You’ll be able to optimize your CTAs to encourage extra individuals to click on by way of to the following step of the shopping for course of, rising your conversion price.

For instance, the CTA on this Wrike landing page is straightforward and comparatively widespread for software-as-a-service (SaaS) companies. Nevertheless it nonetheless manages to be extremely efficient. 

Wrike's landing page with "Start for free" call-to-action

After summing up the platform’s key advantages, Wrike invitations customers to enroll in a free trial instantly. The easy kind area for his or her e mail tackle and the simply seen “Begin totally free” button make it straightforward to know what to do.

Instantly under the CTA, there’s a dose of social proof within the type of logos from high-profile manufacturers like Siemens, Edelman, Ogilvy, and Pfizer that use the product.

Making CTAs inviting additionally makes them extra compelling.

For instance, in a VWO case study, a easy change in CTA textual content from “For Pores and skin Session, Register Right here” to “I need an professional opinion. Signal me up!” elevated gross sales by 22% and conversions by 137.5 p.c.

A extra conversational, pleasant tone had a extra important affect. The phrase “Knowledgeable opinion” can also be extra impactful than “pores and skin session” alone.

The CTA textual content that can work finest in your web page is determined by varied components, like what the conversion occasion is and what you’re promoting.

However there are some basic touchdown web page copywriting pointers you’ll be able to observe to maximise CTA affect:

  • Make your CTA particular: Inform the consumer precisely what they’ll get after they click on
  • Use emotive, first-person language: Match the consumer’s motivation wherever attainable 
  • Embrace social proof: Add social proof close to the CTA to beat closing objections

Touchdown pages are most related to paid promoting campaigns, however they will contribute to natural visitors, too. Comply with SEO copywriting finest practices to maximise your possibilities of unlocking extra visitors alternatives.

For a touchdown web page, this contains figuring out the key phrases your perfect clients sort into search engines like google and yahoo. When you’ve accomplished this, you’ll need to use these key phrases in your touchdown web page, together with within the header and physique of the textual content. 

You’ll additionally need to use them within the web page’s title tag and meta description.

Yow will discover related key phrases with a key phrase analysis platform like Keyword Magic Tool. Navigate to Semrush and open the Key phrase Magic Instrument within the left-hand menu. 

Then, enter a seed time period your target market would search to search out your web site or touchdown web page.

"yoga mat" entered into the Keyword Magic Tool search bar

You’ll see a full listing of key phrases associated to your seed time period, together with columns of knowledge displaying what number of instances each is searched and the way troublesome they’re to rank for.

Keyword Magic Tool results for "yoga mat" keyword

Use the handbook filters on the prime of the display or the pre-set key phrase classes within the left-hand sidebar to trim the listing.

For instance, you’ll be able to take away irrelevant key phrases utilizing the attention icon on the left-hand aspect.

Keyword categories for "yoga mat" in Keyword Magic Tool

Or filter outcomes to solely present questions within the prime menu.

"Questions" results table for "yoga mat" in Keyword Magic Tool

This course of will enable you to determine the best-fit key phrases on your touchdown web page. When what your customers are searching for, you can begin your writing course of. 

Draft a well-organized touchdown web page that matches your viewers’s intent, utilizing your goal key phrases naturally within the content material.

SEO Writing Assistant may also help you make your touchdown web page copy much more seen to search engines like google and yahoo.

Enter your goal key phrases into the device and paste your draft into the textual content field. You’ll get tailor-made suggestions to enhance optimization and readability.

SEO Writing Assistant's content score (Good 7.4/10) section

7. Use Visuals to Complement Your Copy

Photographs and movies may also help your touchdown pages seize consideration. Additionally they play a key function in explaining your product to customers.

The video on this Wistia landing page auto-plays to show the product options as quickly as customers land.

Wistia's landing page features auto-play video

The video captures your consideration instantly and offers Wistia an opportunity to again up its introductory copy with sensible visuals.

Why is video efficient? 

A comprehensive study on the results of video in advertising by Wyzowl discovered that 96% of entrepreneurs suppose movies enhance how nicely customers perceive their product.

The identical research additionally discovered that 90% of entrepreneurs suppose movies have helped them generate leads, whereas 87% suppose movies elevated each gross sales and web site dwell time.

Google information reveals photographs will be simply as helpful, with outcomes from a shopper survey displaying 50% of online shoppers use photographs to resolve what to purchase.

All this information results in one stable conclusion:

The most effective touchdown pages aren’t simply text-based. They merge touchdown web page copywriting with visible property to create a mixed-media expertise that fits all types of customers.

As you develop your touchdown web page copy, take into consideration the place photographs or movies can draw consideration, show options, or act as social proof.

8. Run Exams and Refine

The touchdown web page copywriting course of doesn’t finish when the web page is dwell. Accumulating and analyzing consumer habits information can inform you the place your web page is falling quick, serving to you make adjustments that increase outcomes.

A CXL case study reveals the significance of testing. The corporate began with a touchdown web page that had a robust conversion price of 12.1 p.c.

CXL's landing page older version

Picture Supply: CXL

They then carried out exams one after the other, altering particular person parts on the web page to see how that impacted the conversion price.

The adjustments they made included decreasing the variety of kind fields, refocusing the copy on advantages, and decreasing the web page size.

The consequence was a brand new model of the touchdown web page that transformed 21.7% of customers, a 79.3% enchancment on the previous model. 

CXL's landing page newer version, shown on mobile, tablet and desktop screens

Picture Supply: CXL

Testing adjustments individually will be an efficient technique. However there are a number of different methods to research touchdown web page efficiency, together with:

  • Consumer information evaluation: Using extensively obtainable consumer analytics platforms like Google Analytics to see how customers work together together with your web page
  • A/B testing: Testing two variations of the identical touchdown web page by robotically sending customers to 1 or the opposite, displaying which one performs finest
  • Heatmap testing: Utilizing heatmap software program to disclose how customers work together together with your touchdown web page and what content material they ignore

These testing strategies fluctuate in how difficult they’re to arrange, however the worth of the insights they ship tends to scale with complexity.

Analyzing fundamental consumer information like bounce price by way of Google Analytics, for instance, is simple to do. However it might probably solely inform you a lot about your web page, which means it’s important to apply some guesswork in the case of making enhancements.

On the opposite finish of the size, heatmap testing prices money and time to arrange. Nonetheless, the insights it delivers could possibly be instrumental find weak spots in your touchdown pages. 

These key takeaways can encourage adjustments that result in elevated income.

4 Touchdown Web page Examples to Encourage Your Copy

Taking a look at efficient touchdown pages is likely one of the finest methods to learn to create your individual. Listed here are 4 of the perfect examples from throughout the net.

1. Slack

Slack's landing page with "One platform for your team and your work" headline

This Slack touchdown web page is the entire bundle. It leverages lots of the suggestions talked about above to systematically persuade and convert guests.

It begins with the clear and concise headline: “One platform on your workforce and your work.” This easy line sums up the product’s worth proposition, promoting the advantage of the twin performance.

Within the bullet factors and the CTA button under, there’s a “Save 50%” supply. The corporate creates a way of urgency by mentioning the “limited-time” nature of the low cost of their touchdown web page copywriting.

The social proof comes instantly under the CTA, with logos of some notable Slack clients like Etsy, Uber, and Spotify. This helps reduce any issues customers might need in regards to the product’s worth.

Additional down the web page, there’s extra copy overlaying the advantages Slack gives.

A section of the landing page listing and explaining Slack benefits

The language used is tangible. There are particular phrases like “transfer sooner,” “resolve issues aloud,” and “streamline collaboration” to handle potential clients’ ache factors.

After the advantages, some closing stats reinforce the worth on supply.

Every factor on the web page works collectively to create a compelling, persuasive case for becoming a member of Slack. 

2. BetterHelp

BetterHelp's landing page with "Convenient and affordable therapy with BetterHelp" headline

BetterHelp is a platform for locating therapists on-line. This touchdown web page focuses on addressing among the greatest limitations to conversion in that sector.

The easy headline focuses on advantages, overlaying two of crucial for the product: comfort and price. It’s additionally straightforward to scan, with the primary 4 phrases summarizing your complete worth proposition.

The copy instantly under goes on to cowl two core objections, availability and credibility, with the point out of “33,000 licensed therapists.”

With that out of the way in which, there’s a distinguished CTA that encourages customers to transform straight away.

Under the fold, the BetterHelp touchdown web page gives social proof to bolster its credibility.

Brand logos and member testimonial section on BetterHelp's page

The model combines logos from credible publications the platform appeared in, like The New York Instances and The Wall Road Journal, with actual member testimonials. This reassures customers of the platform’s legitimacy and gives proof of its effectiveness.

The underside of the web page contains a easy factor specializing in the 4 principal advantages—skilled, inexpensive, handy, and efficient—adopted by a closing CTA.

A section of BetterHelp's page listing benefits and "Get Started" call-to-action

The ultimate copy on the web page acts like a conclusion to an article. It summarizes the worth proposition and provides one closing little bit of social proof by displaying that over 4 million individuals used the service.

In consequence, by the point they’ve reached the tip of the touchdown web page, customers have solutions to all their questions. They know what’s on supply and the way it may also help them, they usually aren’t apprehensive about BetterHelp’s credentials.

3. Shopify

Shopify's landing page with "Set Up Your Online Store in Minutes" headline

This Shopify touchdown web page is, before everything, an important instance of a message satisfying search intent. 

It’s the touchdown web page for a Google Ads marketing campaign concentrating on key phrases like “create an internet retailer” and “arrange your on-line retailer.” The sponsored advert on Google features a model of the key phrase and a quick description of the platform’s capabilities.

Shopify's sponsored result on Google SERP for “create an online store” query

The on-page header instantly addresses the search intent of the key phrase, with the benefit-focused headline, “Arrange your on-line retailer in minutes.”

This results in a suggestion, “free for 3 days,” and a transparent CTA, “begin free trial,” which tells customers precisely what’s on supply in the event that they click on.

All this above-the-fold copy sidesteps the most important limitations to conversion. There’s no purpose for customers not to enroll. The web page met their search intent, and the trial supply is risk-free. 

The second half of the touchdown web page is for customers who aren’t satisfied by the robust opening.

A section of Shopify's page listing and explaining benefits, and including social proof

It gives a fast abstract of the important thing advantages of Shopify’s SaaS product, addressing widespread ache factors like ongoing pricing or lack of design expertise. 

Lastly, there’s a collection of logos from present clients and a conclusive consumer testimonial that reassures customers they’re making the precise selection.

4. Progressive

Progressive's landing page with "Find the best savings easily and fast" headline

Progressive’s auto insurance coverage touchdown web page options copy that explains the worth proposition successfully.

The headline is straightforward and instantly digestible. The touchdown web page copywriting focuses on a key profit, discovering the precise worth rapidly, which addresses one of many principal ache factors within the insurance coverage shopping for journey.

A brief line follows with the identical focus and provides the profit that customers can examine costs with rivals, reinforcing the worth proposition.

The CTA is simple, too. There’s just one area the place customers should enter their zip code earlier than they will transfer on to the following stage, decreasing limitations to conversion virtually to zero.

The ultimate factor on the web page upsells insurance coverage bundles, with a transparent subheading displaying the potential financial savings on supply. 

Customers also can click on to see all merchandise, sending them to the primary Progressive web site the place they will set off on their navigation journey.

It is a nice instance of how touchdown pages don’t should be advanced or lengthy to be efficient. 


In some instances, utilizing as few phrases as attainable to satisfy the consumer’s intent is the easiest way to maintain them .

Get Began on Your Subsequent Touchdown Web page Right this moment

Touchdown pages play such an enormous function within the success of any digital advertising marketing campaign that bettering your touchdown web page copywriting can repay instantly.

Begin working in your subsequent touchdown web page by trying to find the precise key phrases with our Keyword Magic Tool

Then, as you’re engaged on the copy, apply all the ideas you’ve realized right here and use SEO Writing Assistant so as to add the ending touches.


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