5 Tips for Structuring Landing Page Copy

Want better landing page conversions? Start with your copy. Research shows that your words can be twice as impactful as design. Here’s how to make your landing page copy clear, engaging, and effective:

• Strong Headlines: Grab attention and match search intent.

• Scannable Text: Use subheadings, short paragraphs, and white space.

• Focus on Benefits: Show how your product solves problems, not just features.

• Logical Flow: Guide readers step-by-step to your call-to-action.

• Mobile Optimization: Ensure readability and usability on small screens.

The Anatomy Of A High Converting Landing Page

1. Write Strong Headlines

Headlines are critical for landing page success - five times more people read headlines than the body text. A strong headline can either draw visitors in or drive them away.

Focus on Clarity

When crafting headlines, prioritize clarity over cleverness. Research shows straightforward headlines perform better 88% of the time compared to overly creative ones.

"The mistake I see most often when writing headlines is confusing clarity with cleverness. Great copy should be invisible, meaning it should not call attention to itself. It should not be clever, it should be clear." – Margo Aaron, That Seems Important

Stick to headlines around 15 words long. To make them effective:

• Clearly highlight your main benefit.

• Speak directly to your target audience.

• Use attention-grabbing words.

• Add specific details or numbers when applicable.

Once your headline is clear, incorporate keywords naturally to boost SEO.

Use Keywords Naturally

Place your target keywords early in the headline for better SEO results. Avoid forcing keywords or overloading them, as this can make your headline awkward and less effective.

For example, Nordstrom uses "Women's Shoes" as both their meta title and H1 tag. This approach keeps the headline natural while optimizing for search engines.

Align with Search Intent

Headlines that match search intent can significantly increase conversions. Take a look at these examples:

To align your headline with search intent:

• Clearly outline your offer.

• Promise benefits that matter to your audience.

• Use language that connects with their needs.

• Ensure your ad copy and landing page headline match exactly.

"Copy is not written. Copy is assembled." – Eugene Schwartz

2. Make Text Easy to Scan

Studies reveal that readers typically engage with only about 18% of a web page's content. These tips will help your content grab attention, even during a quick skim.

Add Clear Subheadings

Subheadings act as signposts, guiding readers to important sections. Mailchimp puts it well: "A strong subhead is an ad of sorts for the very next section". To craft effective subheadings:

• Keep them under 70 characters.

• Start with the most critical words.

• Clearly describe the content that follows.

• Make them stand out with size, color, or bold text.

Break Text Into Small Chunks

Breaking text into smaller blocks improves readability and keeps users engaged. For example, American Sentinel University boosted their form completion rate by 40.5% by restructuring their degree overview page into shorter sections with a clear visual hierarchy. Warren Staley from MECLABS Institute explains, "Sometimes you don't need a big dramatic change; sometimes just something simple will provide you results".

Here’s how to break text effectively:

• Keep paragraphs to 15 words per line or less.

• Use concise sentences focused on one or two ideas.

• Add empty lines between paragraphs.

• Highlight key points with bold text at the start of sections.

Use Space Between Elements

Strategic use of white space can increase user attention by 20%. This is crucial, as 38% of visitors will leave a site if the layout is unappealing.

There are two types of white space that can improve your design:

"White space is to be regarded as an active element, not a passive background".

To use white space effectively:

• Add extra space between headlines and body text.

• Separate sections with consistent spacing.

• Use white space to draw attention to calls-to-action.

When combined with compelling headlines, scannable text ensures readers can easily navigate and focus on the most important information.

3. Focus on Customer Benefits

Once your text is clear and easy to read, shift your attention to what matters most: the benefits your product or service provides. Research shows that addressing buyer concerns directly on landing pages can boost conversion rates by up to 80%.

Highlight What Sets You Apart

Your value proposition should focus on the outcomes your audience cares about. Instead of listing features like "advanced cushioning technology", explain how it helps prevent running injuries and enhances comfort during long-distance runs.

Address Customer Pain Points

Landing pages that focus solely on products often underperform compared to those that solve customer problems. Start by identifying the challenges your audience faces and showing how your solution tackles them. People are looking for answers to their problems, not just a list of features.

Here’s how you can address customer concerns effectively:

• Use the same words your audience uses to describe their struggles.

• Provide clear solutions with specific results.

• Support your claims with facts, testimonials, or case studies.

Once you’ve outlined the solutions, turn them into benefits your customers can relate to.

Translate Features into Benefits

Take technical details and show how they make life easier or better. For instance, Salesforce doesn’t just talk about its customizable dashboards; they demonstrate how businesses can use them to make smarter decisions and improve performance.

When crafting benefit-driven copy:

• Start with the benefit and follow up with the supporting feature.

• Write in active voice with engaging language.

• Keep it simple - avoid jargon.

• Use specific metrics to add credibility.

• Experiment with different approaches to see what resonates most.

4. Order Information Logically

The way you organize information on a landing page plays a big role in its success. A clear structure helps guide visitors toward taking action, while a messy layout can hurt your conversion rates.

Put Key Points First

Start with your most important message. Use a strong headline, a supporting subheader, and a call-to-action that highlights the value you’re offering.

"By putting the 'who, what, when, where, why, and how' first, you can help your audiences understand why they need to read a document or Web page and decide whether they need to act on the information."

Build a Clear Story

Once you've grabbed attention, guide your reader through a story that naturally leads them to your goal. Frameworks like AIDA (Attention, Interest, Desire, Action) or PAS (Problem, Agitation, Solution) can help you structure your content and emphasize the reader’s needs.

For example, Singular’s landing page starts with a bold promise about replacing spreadsheets with automation. It follows this with a focused subheadline, social proof to build trust, and benefit-driven body content.

Connect Your Sections

Make sure every section flows smoothly into the next, creating a natural progression that aligns with your conversion goals. Here are some tips:

• Address questions raised in earlier sections as you go.

• Use social proof strategically to back up key points.

• Place additional calls-to-action after clearly explaining benefits.

• Use clear transitions to keep the narrative smooth.

Focus on showing value before introducing pricing or signup forms to increase conversions.

"At its core, copywriting is about persuasion. It's communicating the right message at the right time to convince your audience to take action."

A logical structure sets your landing page up to capture attention and drive results.

5. Design for Mobile Readers

Make your landing page copy work for mobile users by focusing on clear formatting and readability for smaller screens.

Keep Text Short on Mobile

Mobile users skim content - they usually read only about 25% of the text on a page. That’s why concise writing matters. Aim for lines with 30-50 characters or fewer.

"Creating snackable content is critical as content is often consumed on a mobile device in the white spaces of one's day–waiting for the train, between meetings, or any time between longer stretches of attention or activity." - Broitman, MasterCard

Limited screen space means you need to be direct. To keep your message clear:

• Cut out unnecessary words

• Use straightforward language

• Break up long paragraphs

• Highlight key points with bullet lists

Short, clear text is only part of the equation - your layout also needs to work for mobile.

Format for Small Screens

Good formatting ensures your content stays easy to read on mobile devices. Use at least a 16pt font size for body text and make sure there’s strong contrast between text and background colors.

Here’s how to format effectively for mobile:

• Stick to left-aligned text

• Use sans-serif fonts for better readability

• Opt for a single-column layout

• Place key messages and CTAs where they’re immediately visible (above the fold)

"People can be motivated to scan quite lengthy pages, as long as pages have discernible, descriptive headings and content divided into obvious chunks." - Nielsen

Clear formatting not only improves readability but also makes navigation smoother for users.

Make Tapping Easy

Interactive elements need to be user-friendly on mobile. Avoid frustrating accidental taps by following these tips:

• Make buttons and links at least 10mm in size

• Leave enough space between clickable elements

• Provide visual feedback (like color changes) for interactions

• Keep navigation simple and straightforward

These adjustments ensure your mobile visitors can engage with your content easily and without frustration.

Conclusion

Effective landing page copy can dramatically increase conversion rates, as demonstrated by real-world examples. For instance, Digital NRG saw a 133% boost in conversions by strategically placing CTAs, while Penn Foster achieved a 202% increase in click-to-lead conversions by prioritizing information hierarchy and using clear calls-to-action.

The key elements of successful landing pages include: strong headlines, scannable text, benefit-focused messaging, logical information flow, and mobile-friendly designs. As Johnathan Dane, Founder of KlientBoost, puts it:
"When channel, CTA, and intent are in harmony, only then will an A/B test produce more meaningful results".

Other success stories highlight the impact of these strategies. Active Network improved conversions by 548% after simplifying navigation and sign-up processes, while Pluimen.nl increased revenue by 19% by reducing page complexity. These examples emphasize how a well-thought-out landing page structure can drive measurable results.

"When building a landing page, I always think about value. People give us their 'time' by spending time on our landing page so we need to provide value in exchange."
– Visar Murati, Marketing and Growth Manager, Moona

Businesses that focus on landing page optimization can leverage tools and expertise to make a real impact. For example, Visionary Marketing applies data-driven insights and proven strategies, from crafting compelling headlines to ensuring mobile compatibility.

Additionally, companies using landing page optimization software often experience a 30% increase in conversions. Regular testing and updates keep landing pages engaging and effective, ensuring they consistently convert visitors into customers.

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