Landing Page Optimization

With the introduction of our new landing page builder, it’s easier than ever for you to design attractive landing pages. However, you still need effective copy to make those snazzy new templates effective. When it comes to landing pages, looks are certainly not everything. Even if you have a beautiful, eye-catching template with every element in the perfect place, your copy will still make or break your landing page.

If you’re not sure where to start with your landing page copy, take a look at the 6 pointers below:

1. Make sure your headline matches the copy used on the link or advertisement that drove your prospects to the site. Visitors to your landing page most likely clicked on the link or came to the page for a reason, so you want to make sure your landing page parallels the original copy that prompted them to visit in the first place. This will help reassure visitors that they are in the right place and eliminate any friction in the conversion process.

2. Keep any important information above the fold. If your landing page requires users to scroll to view the entire page, be careful to keep all relevant information on the top half of the page, or “above the fold.” Important information includes your call to action, value proposition, form, and any download or submit buttons (or links).

3. Use a strong, clear call to action. Tell your visitors what they need to do and how they need to do it — without trying to fool them with fluff or overly creative language. The call to action should also mirror the copy in the headline and in any ads used to drive prospects to the site.

4. Include your value proposition, but keep your paragraphs short. Prospects aren’t on your landing page just to read, so you need to motivate them to convert with just a few action-oriented sentences. If you need to go longer, break your points up into smaller paragraphs or use bulleted text.

5. Have strong beginning and ending paragraphs. When prospects are skimming the page, these are the sections that they’ll focus on. If you remember from those college psychology classes, the primacy and recency effect dictate that we recall the first and last things we see or hear the best.

6. Ask for the bare minimum on your forms. You may want to ask for a job title and company name, but having too many fields on your landing page form can discourage prospects from converting. If you need to collect more than just a name and email address, consider using progressive profiling to build out more complete prospect profiles.

That’s it! Now you just have to proof your copy to make sure it’s clear, concise, and error-free. If you have any other tips for effective landing page copy, we’d love to hear them in the comments below!

Jenna Hanington

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10 responses to 6 Tips for Effective Landing Page Copy

  1. Nice piece, Jenna. I love that following through on the promise of your email or ad is the number 1 point. I think that often gets missed even despite our best efforts.

    We included this in our roundup of email marketing news at

    • Jenna Hanington August 27, 2012 at 2:38 pm

      Thanks for the comment, Lynn! It’s interesting to see how often that first point often gets overlooked on landing pages.

      Thanks for including us in your roundup!

  2. 6 very usefull tips! Thanks for sharing those :)

  3. Great post. I agree that a compelling and effective headline is important to drive people to your page. You have to choose your words carefully so your message gets through your target audience. There are a few more tips in that’ll help in creating an effective landing page. Go check it out.

  4. Jenna, I just wanted to let you know that we’ve included a link to this great article in our most recent blog post:

    You can find it at the bottom of the Rule #3 paragraph!

    Thanks for the great content!

    • Great, I’m glad you liked the article enough to include it in your own writing!

      Enjoyed your post on landing pages!

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