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7 Essentials to Writing Irresistible Landing Page Copy

So, you created the perfect lead magnet after our discussion last week. Congratulations!

*Golf clap*

But there’s more work to be done.

That landing page now needs a place to live where it will thrive and get the attention it deserves.

Enter: the landing page.

Before you get started, here are the 7 essentials to keep in mind:

Show Empathy

First, before going too far into the body of your landing page, show that you understand the pains of the reader. Imagine yourself in the stressful position these people are in (whatever the pain point may be). Empathize with their problems and explain they don’t need to feel this way anymore.

Good marketing and great landing pages are about human connection. Make your reader feel understood.

Benefits Over Features

People don’t really care about a list of techie features, no matter how impressive they are.

What readers do care about is how the overall product or service will directly impact their lives and benefit them. What are the benefits?

Proof of Your Awesomeness

How many people have used your product or service (the exact number)? How many have “liked” your Facebook page? Have any good reviews? This is all proof that your product or service has been used before and is trust worthy. Use it.

Be Brief

The good news about landing page copy? People don’t want to read long-winded paragraphs.

Keep it brief, simple, and easy to read.

Scarcity and Exclusivity

Giving your reader a sense of urgency can be effective—but it can easily get a little infomercial-y.

If you can get away with it, you could benefit from adding scarcity to your product: add a running clock to when the sale ends at the top of the landing page, for example.

Additionally, making your reader feel like this offer is exclusively for them can push them in the buying direction.

Give Them New, Valuable Knowledge

“Five Reasons Your Landing Page Isn’t Working”

…Wait. Why isn’t my landing page working??

Suddenly, there’s information I feel like I’m missing and now need. Titles and headlines that promise valuable information and knowledge are enticing—just make sure to deliver.

Button Text

Easy to overlook, the “buy now” button is the last step to get the prospect to jump further into that sales funnel. So, use the button text wisely! Instead of “buy now,” or “learn more here,” speak directly to the benefit they receive by clicking that button: “Show me landing page templates I’ll love,” “give me free recipes my kids will enjoy,” “make me a marketing master!” You get the idea.

Now go get ‘em!


Patience is the former director of marketing and communications for Solutions 8. A phenomenal content writer, copywriter, editor, and marketer, she has played a prominent role in helping Solutions 8 become an authority in the Google Ads space. Patience is also the co-author of The Ultimate Guide to Choosing the Best Google Ads Agency and You vs Google.

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