#40 — Writing landing page copy that converts

Marketers: Effective landing page copy can be the difference between converting visitors into customers or losing them to competitors, directly impacting a startup's growth trajectory and bottom line.§

The big picture: Landing page copy needs three foundational elements to succeed: delivering a convincing first impression, considering market maturity, and reflecting the customer's stage of awareness.§

The three foundational elements explained

First impression matters: At a fundamental level, this involves direct, specific, and grammatically correct copy that sets expectations for future engagements with your product and team. Your copy should be professional yet engaging, avoiding vague statements in favor of specific benefits.§

Market maturity consideration: Every market is in its own stage of development. Companies in mature markets (like disposable razors) can use shorter copy since visitors understand the category. Emerging markets (like cryptocurrency in 2018) require more educational content to help define the category itself.§

Customer awareness alignment: Your copy must mirror where customers are in their understanding journey. This includes their comprehension of:§

• The challenge your company addresses
• What's at stake for them
• The changing landscape of the industry
• The tools (your product) that can help them

By the numbers:

• The median landing page conversion rate across all industries is 6.6%, with events and entertainment leading at 12.3% and SaaS trailing at 3.8%
• Landing pages with copy written at a 5th-7th grade reading level achieve an 11.1% conversion rate, more than double the rate of college-level copy (5.3%)
• Mobile visitors account for a staggering 82.9% of landing page traffic, compared to just 17.1% from desktop users
• For SaaS, E-Commerce, and Financial Services industries, click events have higher conversion rates than forms

How to build a high-converting landing page

1. Define your audience and goal Before creating your landing page, clearly define your "why," "who," and "what." Understand your audience's pain points and desires to craft messaging that resonates with them.§

2. Create a clear structure Follow this proven framework:§

• Craft a benefit-focused headline that communicates value in seconds
• Include compelling visuals that illustrate your offer
• Place your lead form or primary CTA above the fold
• For lower funnel pages (e.g. credit card form, onboarding, etc...), remove all navigation to keep visitors focused on conversion

3. Write compelling copy Quick wins for better copy include:§

• Focus on customers instead of your company ("you" language vs. "we" language)
• Add pattern, texture, and shine to make copy more engaging:
  • Pattern: Create visual rhythm with word structure. Example: "Ship your box. Move your load. Send your goods. Trust our team." (Notice how the similar word lengths create a railway-like pattern.)
  • Texture: Vary sentence structure and length. Start with something flowing. Then break it up. Short bits. Quick stops. Then extend into a longer, more elaborate sentence that carries the reader through multiple ideas before coming to a thoughtful conclusion. This creates rhythm.
  • Shine: Replace dull words with vibrant alternatives. Instead of "good service" try "exceptional service." Rather than "help customers" use "empower customers."
• Defang objections with "even if" clauses (e.g. "Be creative even if you're not creative.")
• Limit each sentence to one idea

Between the lines: Many startups make the mistake of burying their best headlines deeper in their copy. For example, NeuroMD, a medical device company specializing in pain relief, found that addressing customer skepticism head-on in their headlines significantly improved conversions.§

Essential elements every landing page needs

1. A compelling headline and subheadline Your headline should be clear, concise, and communicate your main value proposition. For example, Uber's driver recruitment page headline "Drive when you want, make what you need" perfectly captures flexibility and earning potential in just eight words.§

2. Benefit-driven body copy Focus on benefits rather than features—while features tell, benefits sell. Structure your content for maximum readability with short paragraphs, bullet points, and subheadings.§

3. Strong call-to-action (CTA) Your CTA should stand out visually and clearly explain what you want visitors to do using action verbs like "submit," "download," or "get it now."§

4. Trust indicators Include social proof elements like testimonials, customer logos, or review scores to build credibility. For example, Duolingo's English Test landing page displays logos of prestigious US colleges to enhance credibility.§

5. Mobile responsiveness Ensure your landing page works perfectly on all devices. The last thing you need is for your form to fall out of view on mobile devices.§

The bottom line: Landing page copy is never finished. It's an iterative process that must evolve with your company, market, and customer awareness. The most successful founders treat it as an ongoing experiment rather than a one-time task.§

What's next: Don't overthink where to start. Make improvements incrementally, beginning with quick wins that generate outsized gains before tackling more comprehensive revisions.§