8 Musts for Landing Page Copy

Landing pages are those web pages specifically designed to perform a single task. Whether to sell your product, encourage people to sign up for a newsletter, or recommend an event.

No matter its purpose, a landing page must build trust from the very beginning. Here are 8 simple ways to do just that:

1 – Match ad copy with landing page headline

Most people will arrive on your landing page via some other source, like a Google ad. It is important that your landing page headline and the ad copy match. If not it will seem unprofessional and disconnected.

2 – Write seductive headlines

When a visitor hits your landing page, you need to make a beautiful promise that solves their pain. This is the trick to getting people’s attention. Your heading should be unique, ultra-specific, urgent and useful in order to grab your audience and force them to keep reading.

3 – Create compelling copy

You create trust by writing great copy. Short paragraphs, short sentences and easy-to-understand language are all elements that build trust. If you use words that people find hard to understand, then you can easily alienate them. Avoid jargon.

4 – Use sub-headings & bullets

If your landing page is long, then you need to give readers visual clues to what the entire page contains. Each sub headline should summarise the copy beneath it. Bullet points help readers scan and absorb information quickly and easily.

5 – Check for typos

One of the quickest ways you can break trust with your reader is with typos. Make sure spelling and grammar is correct. Hire an editor or proof reader to check this. Readers are looking for a reason to leave your page. Don’t give it to them.

6 – No links

Since this is your landing page, the last thing you want to do is distract people with links that lead them away. If you need to explain something to the reader, then do it on the page.


7 – Supply endorsements & accreditations

Want to build credibility and trust with your readers immediately? Show off any endorsements from prestigious organisations and any certifications or accreditations your business or product may have received.

8 – Include press coverage

If you have a product that has been mentioned in the press, include quotes and excerpts from the media. This is why it’s important to bring media attention to your product as soon as possible.

9 – Tone down T&C’s

When your product or service requires terms and conditions, do not take the ‘legalese’ and place it on your landing page. ‘Legalese’ does not make people feel comfortable. An abridged more user friendly version or a link to the full version would be better. 

10 – Testimonials

A landing page is going to fail if you do not provide testimonials. Your customers will gladly write you some if you don’t already have. Just ask. Also, try arranging the testimonials so that they highlight different aspects of your product or service.

If you need some guidance further, a Web-lingo linguist is available to assist. www.web-lingo.com.