How can you balance persuasive copy with clear messaging on a landing page?

1 Know your goal and audience

Before you start writing, you need to have a clear idea of what you want your landing page to achieve and who you are targeting. What is the main benefit or value proposition of your offer? What problem are you solving or what desire are you fulfilling for your audience? What is the best way to communicate that to them? How can you appeal to their emotions, needs, and motivations? Knowing your goal and audience will help you craft a persuasive and relevant message that resonates with them.

2 Write a catchy headline and subheadline

Your headline and subheadline are the first things your visitors will see on your landing page, so they need to grab their attention and interest. Your headline should be concise, clear, and catchy, highlighting the main benefit or promise of your offer. Your subheadline should be longer, more descriptive, and supportive, elaborating on how your offer works or what makes it unique. Together, they should create a strong impression and entice your visitors to read more.

3 Use clear and concise language

Your landing page copy should be easy to read and understand, without using jargon, technical terms, or vague words. You want to avoid confusion, boredom, or frustration for your readers, so use simple, direct, and active language that conveys your message clearly. Avoid long sentences, paragraphs, or words that might distract or dilute your message. Use bullet points, subheadings, and whitespace to break up your text and make it more scannable and digestible.

4 Highlight the benefits, not the features

One of the most common mistakes in landing page copy is focusing too much on the features of your offer, rather than the benefits for your audience. Features are the characteristics or specifications of your product or service, such as size, speed, or price. Benefits are the outcomes or results that your audience will get from using your product or service, such as convenience, satisfaction, or savings. Benefits are more persuasive and emotional than features, as they show your audience how your offer will improve their lives or solve their problems.

5 Include social proof and urgency

Another way to boost your landing page persuasiveness is to include social proof and urgency elements. Social proof is the evidence that other people have used and liked your offer, such as testimonials, reviews, ratings, or logos. Social proof builds trust and credibility for your offer, as it shows your audience that you are not the only one who thinks it is valuable. Urgency is the sense that your offer is limited or scarce, such as a deadline, a countdown, or a stock indicator. Urgency creates a fear of missing out and motivates your audience to act quickly.

6 End with a clear and strong call to action

The last and most important element of your landing page copy is your call to action (CTA). Your CTA is the button or link that tells your audience what to do next, such as "Sign up now", "Download now", or "Buy now". Your CTA should be clear, strong, and visible, using action-oriented and specific language that matches your offer and goal. Your CTA should also stand out from the rest of your page, using contrast, color, or size to draw attention and encourage clicks.