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HOW TO WRITE LANDING PAGE CONTENT: 6 LESSONS FROM UNBOUNCE

 * by James Singleton
 * 24/09/202424/09/2024
 * Content
 * 17 min read




LANDING PAGES CAN MAKE OR BREAK A BUSINESS. GET IT RIGHT AND YOU CAN CONVERT
CLICKS INTO CUSTOMERS LIKE NEVER BEFORE. BUT THE KEY INGREDIENT FOR ANY KILLER
LANDING PAGE IS EXCELLENT CONTENT.

So, where can you find inspiration? Read on as we explore insights from the #1
landing page experts with over 120,000 customers – Unbounce. These guys are the
masters for a reason. Over the last 15 years, Unbounce has helped some of the
biggest businesses in the world build landing pages that convert.  

If you’re not getting enough of those juicy conversions, stick around for six
incredibly effective landing page content writing lessons. From understanding
your audience to writing an irresistible call to action, the following tips from
Unbounce will show you how to create landing pages that supercharge your
conversion rate overnight.


THE AMAZING POWER OF LANDING PAGES

Unlike a homepage, which might showcase your services or products, landing pages
are designed with a singular goal. Whether you want to capture leads, drive
sales or encourage sign-ups, every element on the page from your headline to
your call to action must work in harmony.

Your homepage is important, sure – but landing pages play an even bigger part in
the success of your business. They focus attention on one key action, eliminate
distractions and offer a clear path for visitors. Instead of navigating through
multiple options, your audience is directed toward a specific outcome.

This focused approach means landing pages are extremely effective at boosting
conversion rates. They’re often used in targeted marketing campaigns, such as
paid ads or email promotions, where a clear call to action is needed to drive
immediate results.

By narrowing the focus to a single objective, landing pages provide a powerful
opportunity to connect with potential customers, address their pain points and
guide them smoothly toward conversion.


WHAT MAKES UNBOUNCE SO GOOD AT LANDING PAGES?

When it comes to landing page optimisation, Unbounce is one of the best in the
business. Since 2009, they’ve been the go-to experts for turning landing pages
into conversion powerhouses. So, what’s their secret?

Unbounce stands out thanks to cutting-edge tools with deep marketing insights.
Their platform is packed with features like A/B testing and AI-driven content
recommendations that let you zero in on what works best. It means you can
quickly tweak your pages and see real results.

With their extensive experience and focus on data-driven improvements, Unbounce
has helped countless businesses nail their landing pages. Their approach is all
about making it easier to create compelling, high-converting pages through
strong and effective copy.

It’s no surprise that there’s plenty of wisdom to be gained from Unbounce’s
strategies. By applying their key lessons, you can transform your own landing
pages into powerful conversion tools.

If you’re struggling with how to write a landing page, you’re in the right
place. Read on as we dive into six of the best tips from the experts.


1. KNOW YOUR AUDIENCE

Any effective landing page starts with knowing your audience. No, we’re not
talking about whether you can remember their birthday without checking Facebook
or being on a first-name basis with their parents. It’s more about whether you
actually understand them.

“Your job is not to write copy,” according to Joanna Wiebe, the creator of
Copyhackers. “Your job is to know your visitors, customers and prospects so
well, you understand the situation they’re in right now, where they’d like to be
and exactly how your solution can and will get them to their ideal self.”

Without knowing who you’re speaking to, your message is likely to fall flat. But
by understanding your audience’s motivations, you can tailor your copy to
address their concerns directly and resonate with them.

For example, let’s say you have a building company. If you’re building
affordable housing, then cost, diligence and hitting deadlines might be key for
your target audience. If you’re building luxury apartments, then perhaps
high-end finishes, bespoke customisations and prime locations are key. If you
don’t know your target audience, how can you connect with them?

Whether your goal is increasing bookings or reducing time wasted on office
admin, the first task of your landing page is to make your visitors feel
understood.


> ‘IT’S IMPORTANT TO REMEMBER THAT YOU’RE ADDRESSING SOMEONE IN PARTICULAR – THE
> PEOPLE YOU’RE AIMING YOUR ADS AT OR SENDING EMAILS TO. THAT’S YOUR TARGET
> AUDIENCE.’ ~ UNBOUNCE

Unbounce has plenty of great examples of this across their website, like their
agency signup page…

It goes without saying that any agency will want to get more sales and signups
for their clients. Unbounce puts this message front and centre of this page,
leaving you in little doubt that their Concierge service will help you achieve
this.

Want to know your audience better? Try out these three easy methods, and you’ll
get all the information you need to craft landing pages that speak directly to
them.

Have real conversations – There’s no better way to find out what matters to your
audience than through conversations. Use calls, emails or face-to-face meetings
to understand what they truly want from your business.

Conduct surveys and polls – Simple surveys or polls are a great way to gain
valuable insights that can shape your messaging and product offerings.

Engage on social media – Interacting with followers on social media will help
you discover your audience’s values, interests and pain points more easily.


2. PRIORITISE BENEFITS OVER FEATURES

Okay, so this is one you’ve probably heard a million times before – but you’d be
surprised just how many businesses still manage to get it wrong.

While features describe what your product or service does, your audience is more
interested in what benefit that has to them. The difference between features and
benefits is telling someone what your product is, versus how it will improve
their life. It’s the simple case of ‘what’s in it for me?’

For example, if you’re selling project management software, a feature might be
‘real-time collaboration’. Great – but what does that mean in practice? It means
they can work seamlessly with colleagues, anywhere in the world. Bingo – there’s
your benefit.

Benefits demonstrate how the feature solves a problem or fulfils a particular
need. They tap into your audience’s desires – whether it’s saving time, reducing
stress or achieving better results.


> ‘THE BENEFITS ON YOUR LANDING PAGE SHOULD DIRECTLY REINFORCE THE PROMISE OF
> YOUR VALUE PROPOSITION. YOUR HEADLINE QUICKLY AND CLEARLY COMMUNICATES YOUR
> OFFER, THEN YOUR BODY COPY ILLUSTRATES HOW YOU’LL DELIVER THE PROMISED
> RESULT.’ ~ UNBOUNCE

There are plenty of great examples of this on the Unbounce site, such as their
solutions page for small businesses.  

Each subheading clearly demonstrates a tangible benefit you’ll get from their
service – effortless A/B testing, one design for multiple devices and improving
results automatically. When writing landing page copy, think about what
interests them rather than what interests you.

Perfecting the art of writing benefit-led copy takes time and practice. Here are
a few top tips:

Translate features into benefits – Demonstrate how each feature improves your
visitor’s life or solves a specific problem.

Focus on outcomes – Highlight how your product or service meets your audience’s
desires, such as saving time or reducing stress.

Keep the audience in mind – Write with your audience’s needs in focus – what
interests them, not just what you want to promote.


3. USE CLEAR, COMPELLING HEADLINE

Your headline is the first thing someone will see when they land on your page
and it’s your first chance to make a strong impression. Think of it a bit like a
blind date – will it be love at first sight or are you just going to put someone
off from the second they see you?

As David Ogilvy once famously said, “five times as many people read the headline
as the body copy. When you’ve written your headline, you’ve spent 80 cents of
your dollar.”

It’s still just as true today. On average, eight out of ten people will read
your headline, but only two out of ten will read the rest of your content.

A headline needs to be concise, attention-grabbing and directly relevant to your
visitors’ needs. It sets the tone for the rest of the page and should give a
clear indication of the value of your product or service. And remember, you’ve
often got a few seconds to win your customers over before they click away.


> ‘A COMPELLING, DESCRIPTIVE HEADLINE CAN BE THE DIFFERENCE BETWEEN A VISITOR
> THINKING “I NEED THIS THING, LIKE, YESTERDAY” AND “HOW THE HECK DID I END UP
> HERE?”‘ ~ UNBOUNCE

Unbounce emphasises the importance of crafting benefit-focused headlines –
headlines that don’t just tell visitors what the offer is, but why it matters to
them. There are plenty of great examples of this across the Unbounce website.

You want a stunning landing page for your business, right? But you want to avoid
the hassle of coding it yourself? Unbounce makes it perfectly clear that’s what
it offers – stunning pages, without any code.

Whether it’s saving money, solving a problem or enhancing customers’ lives in
some way, your headline should focus on the outcome your audience cares about.
For example, instead of ‘cloud storage for businesses’ (yawn!), a more
compelling headline would be ‘secure cloud storage that protects your business
data 24/7’. The difference lies in shifting the focus from what the product is
to what the visitor will gain.

A clear, benefit-driven headline can instantly connect with your audience,
making them want to explore more and take action.

Getting your headline right can often be one of the most challenging aspects of
any landing page. But there are several ways you can make the process less
time-consuming and stressful.

Focus on benefits – Highlight what your visitors will gain, not just what the
product or service is.

Keep it clear and concise – Nobody wants to read a rambling and confusing
headline. If you can’t say it in one breath, it’s probably too long.

Address visitor needs – Make it clear what your audience’s problem is and how
your offer will help solve it.


4. USE SOCIAL PROOF TO BUILD TRUST

It’s no secret that there’s plenty of competition out there – and customers are
becoming increasingly savvy when it comes to purchasing decisions. But trust is
one of the biggest factors influencing whether a visitor will convert on your
landing page.

This is where social proof comes into play. Testimonials, reviews, case studies
or trust badges all help reassure potential customers that you’re legit and
worth supporting. When someone sees that other real people have had a positive
experience, they’re more likely to trust you.

Testimonials from satisfied customers can be particularly powerful, as they
provide a human element that connects with your audience. Whether through a
short quote or detailed case study, showcasing real-world success stories can
help overcome any doubts or scepticism your visitors may have.


> ‘YOUR SOCIAL PROOF NEEDS TO BE RELEVANT TO YOUR AUDIENCE – THEY SHOULD BE ABLE
> TO SEE THEMSELVES IN THE ENDORSEMENT.’ ~ UNBOUNCE

Just make sure your social proof actually comes from real customers. If you
don’t have anything you can use yet, it’s better to add it in later than make
something up. Any attempt to mislead customers with bogus testimonials is only
going to backfire on you. Don’t say we didn’t warn you…

Need inspiration for a good way to use social proof? Check out Unbounce’s page
for small businesses.

An eye-catching bold quote that makes it clear what the person does and how
they’ve benefitted from using Unbounce? Perfect.

Social proof doesn’t have to be complicated – often these simple approaches are
the most effective.

Highlight customer reviews – Use authentic, relatable testimonials from
satisfied customers to build trust and show real-life results.

Showcase user numbers – Display impressive statistics like the number of users,
clients or products sold to demonstrate popularity and credibility.

Feature influencers or experts – Endorsements or quotes from industry
influencers or experts are great for creating authority and attracting new
customers.


5. HAVE A STRONG CALL TO ACTION

Your call to action (or CTA) is one of the most crucial elements on your landing
page – even if it’s only three to five words long. It’s the moment when you ask
your visitor to take the next step, whether that’s signing up, purchasing,
downloading or contacting you.

A powerful CTA needs to be clear, concise and action-orientated, leaving no
doubt in your visitor’s mind what they need to do next. But it goes beyond that
– it has to inspire them to take immediate action. Phrases like ‘sign up now’,
‘get started today’ or ‘claim your free trial’ create a sense of urgency that
makes the action feel easy and compelling.


> ‘WRITE YOUR CALL TO ACTION WITH YOUR VISITOR’S PERSPECTIVE IN MIND. FRAME IT
> AROUND THEM AND WHAT THEY WANT FROM YOU.’ ~ UNBOUNCE

There are four key elements of a good CTA:

Be specific – Tell visitors exactly what will happen when they click your call
to action.

Be consistent – Use the same messaging that you’ve used throughout your
headlines and body copy to avoid confusion.

Be straightforward – Don’t make converting any harder than it needs to be and
avoid complex forms and time-wasting details.

Be action-oriented – Make it clear that your visitor stands to gain something,
using words such as ‘get’ or ‘start’.

Consider this example from the footer of Unbounce’s homepage. Specific? Check.
Consistent? We’d say so. Straightforward? Absolutely. Action-oriented?
Definitely.

However, be warned that CTAs aren’t a one-size-fits-all solution. Depending on
your industry, you may need to use slightly different language. For instance,
for a luxury home builder, ‘contact us today to arrange your free call’ might
seem quite generic. An alternative could be ‘contact us for a tailored
consultation to explore your vision’.

Use language that’s appropriate to your business. We haven’t checked for sure,
but we can’t imagine the website for Louis Vuitton uses a CTA like ‘contact us
today’!


6. KEEP IT SIMPLE AND FOCUSED

Legendary car designer Colin Chapman famously summed up his design philosophy
with the phrase “simplify and add lightness”. The same principle applies to
landing pages – keeping things simple and streamlined can lead to far better
results.

In contrast, a cluttered page with too much copy, too many visuals or an
overload of options will only overwhelm visitors and cause them to click away.

Leo Burnett summed it up best – “Make it simple. Make it memorable. Make it
inviting to look at. Make it fun to read.”

Simplicity is key for keeping your message clear and helping your call to action
stand out. Every element on your page should have a purpose in guiding your
visitor towards a specific action – and if it doesn’t, be ready to hit that
delete button.


> ‘YOUR LANDING PAGE SHOULD BE LASER-FOCUSED TO SUPPORT ITS CORRESPONDING
> CAMPAIGN. ANY INFORMATION OR LINKS THAT DON’T LINE UP WITH ITS PAGE GOAL ARE
> JUST DISTRACTIONS.’ ~ UNBOUNCE

There’s no hard and fast rule for how long your landing page should be. For
some, 500 words might get the job done. For others, it could be as many as
5,000.

However, simplicity often breeds clarity, and clarity leads to more conversions.
Keep your landing page focused and easy to read and your visitors will feel more
confident in taking the next step.

There are lots of pre-designed landing page templates available on Unbounce. In
particular, this booking appointment template is a great example of a simple,
effective design.

With a section that clearly displays three benefits and a booking form that’s
impossible to miss towards the top of the page, your visitors will be in no
doubt about the core message and what they need to do. A video carousel and
testimonials beneath further complement what is a simple and focused page.

Struggling to keep your content simple and focused? Follow these tips and your
landing pages will soon be seeing far higher conversion rates.

Stick to one main message – Focus on a single goal or key message to avoid
overwhelming your audience by cramming in too much information.

Use short, clear sentences – Keep your copy concise and easy to digest by
avoiding complex language and long paragraphs.

Eliminate unnecessary details – Only include content that directly supports your
goal or call to action, cutting out any fluff.


HAPPY LANDINGS!

Writing content for landing pages requires a delicate balance of strategy and
creativity. By applying these lessons from Unbounce, you can transform your
landing page copy into a powerful tool that supercharges your conversion rate.

From understanding your audience and crafting benefit-driven headlines to
implementing social proof and using a clear call to action, each element plays a
crucial role in turning visitors into customers.

These tips are more than just theory – they’re practical, actionable strategies
you can start using today. So, if your landing page is letting you down, go back
and ask yourself these questions:

 * Are you speaking directly to your audience’s needs?
 * Is your call to action clear and compelling?
 * Is your landing page design simple and focused or overloaded with information
   you don’t need?

The truth is that mastering landing page content writing requires practice, but
these strategies will help you get there. By fine-tuning your copy and
simplifying your design, you can create a more effective landing page that
enjoys higher conversion rates within just a few days.

Need help writing content for landing pages? Get in touch with Wrise today. For
well over a decade, we’ve written content that entertains, educates, persuades
and converts for hundreds of brands across the country.


BOOK YOUR DISCOVERY CALL AND FIND OUT HOW OUR TEAM OF TALENTED CONTENT WRITERS
AND EDITORS CAN HELP YOUR BUSINESS RISE ONLINE.

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Company

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 * Privacy Policy
 * Terms and Conditions

Services

 * Blog Writing
 * Blog Packages
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 * Proofreading & Copy Editing
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 * Contact
 * Careers
 * Guest Blogging
 * Write for Us




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