How to Write a Landing Page Copy That Converts: Tips and Strategies for Creating a Compelling Lead Magnet

a definitive guide to help you craft a stellar landing page copy that converts.

How to Write a Landing Page Copy That Converts: Tips and Strategies for Creating a Compelling Lead Magnet
Photo by Aaron Burden / Unsplash

A whopping 96% of people visiting your website/landing page for the first time do not interact or buy anything.

Your goal is to engage your visitors to provide their contact information.

BUT THERE IS THE CHALLENGE

Most visitors are not willing to drop in their details. Consider it equivalent to the salesperson being approached by you in an offline retail store asking you, how may I help you?

You reply, Thank you, I am just looking!

Similarly, you put up a contact form or a pop-up on your landing page to collect visitors’ information and they mostly right away close it or move away!

That is where a lead magnet for your landing page comes in. Landing pages are different from other kinds of web pages you normally encounter and lead magnet landing pages are even different.

What is a lead magnet on your landing page?

Lead magnets in marketing  are an effective way to collect your prospects’ contact information. Basically a lead magnet is a marketing tool that generates leads by offering a long-form resource in exchange for a prospect's contact information. Lead magnets can take the form of ebooks, whitepapers, templates, and similar downloadable assets.

In this discussion almost every tactic, way is applicable while writing a landing page for lead magnet as well as writing a landing page to generate leads by collecting prospects’ contact info in general.


While writing a landing page copy keep one simple rule in mind-

TURN GENERALITIES INTO SPECIFICS

When you write it, there is always some value proposition that you offer to your visitors and you cannot provide generic information to lure your visitors into prospects.

Almost every time there are two great motivators of consumer behavior

PAIN AND PLEASURE

You talk about their pain and offer relief, they are in!
Let’s dive in and discuss the art of compiling landing page copy that actually turns your visitors into meaningful prospects.

This is a definitive guide to help you craft a stellar landing page copy that converts. Let's dive in.

Answer these 3 questions before you get started.

  1. What are the elements on your landing page?
    It generally depends on the value proposition you are going to have where you also need to decide what amount of content to put for each of element.
  2. Where has the visitor come from?
    Where exactly from has the user landed on your landing page?

    Were they directed from an ad on Google?
    Did they come from Twitter?
    Were they reading a blog?
    Did they click a link from an email newsletter?

    The point I am making here is that do you know all the sources of traffic coming to your landing page, this would help you maintain continuity throughout all your touch points so that the user journey is smooth and predictable from one touch point to another.

    Let’s look at an example-

    Here is an instagram ad from ankur warikoo, when you click on it, it takes you to its landing page where it provides additional information on the course of effective communication.
    (his ads might have pestered you 🥲 but the marketing funnel, appreciable)

 What is good in these touchpoints?
 It maintains continuity without providing you redundant information.

3. What is the next item in the sales funnel?
 What exactly you want the user to do? What is that paid offering you are taking  your visitors to?
 Could be an ebook costing a few bucks, an online course costing 2000 bucks, or  a  low value trip wire leading to a high value product.

These questions essentially help you create a right atmosphere and a copy that leads your visitors along the sales funnel to the final offering.

Let's now discuss the ingredients of a successful landing page

💡
4 Ingredients of a successful landing page
  1. Hook your reader

    The headline of your landing page does this for you. If your headline is not captivating enough, the visitor will most probably leave or hit the back button.
    Next comes your subhead which should expand the explanation of the value that you are providing.
    Your subheadline is the second best chance to hook your reader and make them to keep scrolling.

    Let’s look at an example
  1. Narrow your focus

    Now the headline here you see, hooks you and very cleverly hints at the pain of the marketers and talks about the relief too. Also if you glance at the subhead, it very efficiently extends the information as we discussed above.
  2. Talk the language of your target audience

    What benefits are they looking for?
    What negative outcomes do they want to avoid?
    Means what exactly are they looking for. Tap into their language, talk in their terms, and write the language they speak and understand.(this also means using vernacular copies  wherever needed)
    Also always avoid just translating while using vernacular copies instead get help local residents.
    It's all about presenting the lead magnet in a way your target audience understands and gets excited about. You don’t want to sound like someone who does not belong to their circle, talk in a friendly language.

  3. Make the offer irresistible

    If not just irresistible because its tough, the least it should do is to tick, and make them ponder.

    So how can this be done?

    Highlight the benefits, and remind them about the pain that they want to avoid.

    Add social proof, and testimonials. (keep them short and sweet, even rephrase them if you have to)

    Check out this on brian dean’s webpage, a testimonial from VP marketing, Hubspot.


What more?

Your potential customers


Communicators who understand their customers and know about them are more successful than the ones who rather have a little idea about it.

While writing a copy for a lead magnet landing page or any landing page for that matter you need to understand the psyche of your customers, and the reasons why they buy.

Now we’ll talk about what you need to find about your audience and how you can find it.

Here is a quick checklist on what you need to find

  1. What results are they looking for?
  2. How will this solve their problems?
  3. What are their pain points?
  4. What tone will they likely trust?
  5. What excites them or say get them talking on social media?
  6. How they talk, what phrases they use?

This checklist can make you realize that when you write the copy of your landing page it has to be about your audience and not what you want to present.

You need to talk what results is your audience looking for, how your solution solves their problems, does it tick their pain points, are you using the right tone while communicating, etc because if you take care of these pointers you will sound like someone who belongs to the circle of your audience.

How to find this information?

It’s time to do some digging and investigation

  1. Looking at the competition

    Competitors research is simply important because if the companies identified as competitors are good, they must be doing something right in communicating with their audience which is also your audience.
    Right?
    Explore what they are doing in their copies of landing pages and other collaterals to answer for yourself the questions in your checklist above.
  2. Existing demographics

    When you work on creating copy for yourself or a client you have some kid of audience demographics or you are provided that, if not, ask for this information because it answers a lot of your questions while framing your landing page
  3. Read comments

    While exploring the type of content your audience engage with, reading comments will give you a fair idea of the language your speaks. These comments are a goldmine of phrases and key terminologies that your target audience uses
  4. Check the engagement statistics

    If the brand that you are writing landing page for has a blog, check their engagement stats.
    Which type of posts are most read/viewed, which posts get kost number of clicks, shares comments, etc.
    This will help you guage through audience persona which is usually talked about a lot but sadly given a less implementative importance.
  5. Social listening

    Take out some time during your research to stalk your target audience a bit on diffrent social handles.
    What do they share, what conversations are they having, what kind of content do they engage with, etc
  6. Survey results

    Sometimes companies run surveys tto learn more about your audience. If you are writing for a brand that conducts surveys, ask them to share results, this can help you get to know about the audience preferences and their buying habits.

    This exercise of ticking your checklist through these 6 methods will provide a great deal of information and you will be ready to write a compelling copy that engages your audience.

Package your lead magnet properly


You can have the best lead magnet but if it is not presented properly it will not bring the desired results which could be the downloads of your ebook or other specific content, building your email list, etc.

Let’s look at a good example of a correctly packaged lead magent.

It is a small handy tool that hubspot offers to grade a website which is available for free. In my view it ticks all the checklist by providing succinct information and a clear CTA for the users.

What are your thoughts?

Let’s also have a look at a lead magnet presented not so properly

Why is this not a good lead magnet?

To begin with it talks about the author and is too focused on the same instead of taking about what value are the users going to get, their pain points and benefits.

He is even inviting guest writers to collaborate which should be entirely a different segment on the website/landing page and not in the lead magnet.

And then finally he talks about the offer which is a “free e-book” which in this case should have been the first thing.
It also says that it has 10000 downloads, which is good because it provides the social proof but we don’t even know the name of the e-book!

Thus the way it is presented makes it less powerful , not as many people would download and utilise as it could have.

So what do we know now about packaging your offering?

  1. Highlight the pain points of your target audience
  2. Talk about the benefits they would get
  3. A clear CTA

Follow this 2-step process to make your lead magnet worthy and attractive?

  1. Have a detailed look at the lead magnet, its components and the process of how the users would fall into the funnel while interacting with your lead magnet.
  2. Linking the features of your offering to the pain points and benefits to your target audience, before you start writing a landing page for a lead magnet you should know what is the pain point you are solving and what is the solution that you are providing for that problem.

Highlighting the pain points should be subtle and not pushy, let’s look at an example.


You can see that they have hit 2 good pain points

  1. Being tired
  2. Time wastage


Now if a user wants to avoid these pain points, they would certainly show interest and may type in their email for the solution it has to offer!

Amazing headlines and powerful subheads


If your headline or the subhead falls flat, your conversion rates will be poor. Your headline is your first chance to make the visitors/prospects stay and engage more. This is your first impression so make it a good one.

Don’t write longer headlines keep them short and crisp instead

Writing long headlines is like- too much too soon which means providing more than enough information in the first encounter.

DON’T SCARE THEM WITH HEAVY INFORMATION

Assure them that you are going to provide a solution that relieves them of their pain

So how do you do that?  Creating a headline copy that drives the visitors hit your CTA

Let’s see this example of hubspot’s landing page.

I’m sure this headline catches your attention too!
There’s nothing overwhelming, just short and crisp. And if you take a look at the subhead it praises itself and clearly explains the benefits that the software/tool has to offer.
Another example
Let’s talk a bit more about the subheadlines

Subheads
Your subheads must explain briefly the benefits that you promised in your headline.

Let’s look at an example.
This is from wrike’s landing page

Here the head catches attention.
Instead the subhead has been effectively used to explain the benefits and the details- “all in one platform for project management, organizing work, collaboration, etc

The subhead explains the features and the offerings alongwith its benefits, which is a great subhead.

Let’s look at another example for a convincing subhead where headline has been used to grab attention.

Lead magnet from wordstream’s landing page.


Here also the benefits and offering, which is a tool that provides a grading for your google ads account.
Also if you notice, how amazingly have they talked about their prospect’s pain and explained their offerings as the benefits.

💡
Pro tip: Your subheads can rescue you from your not so effective headlines at times.

Let's have a look at one more example with a balanced headline and a subheadline from teckle.io home page.

The head catches attention.
Subhead has been effectively used to explain the benefits and the details- “all in one platform for project management, managing clients &project finances, collaboration, etc

So next time when you sit to write headlines and subheads remember these guidelines to write a landing page copy that converts.

Being specific and unique


The most critical mistake copywriters make while writing a copy for a landing page is-

NOT BEING SPECIFIC

We often forget to describe what exactly the lead magnet or the offering is.

You need to make your lead magnet’s landing page copy to be specific which also has to contain the explanation of what your offering is.
You can be specific with the headline, subheadline, the body copy, and the overall content.  

Let’s look at an example.



The headline here- “care about growth? Then you should care about retention” grabs attention and the subhead is specifically points out pain points in terms of the losses you’ll face if you do not plan and implement customer retention.

And then there are clear pointers of what one can expect from the playbook.  
What i mean to say is that there is enough, clear, and specific information to make a user fill the form and hit the download button.

Let’s look at another example


This lead magnet copy is great in many ways- the headline is catchy, subhead explains the benefits, win more contracts, get your team aligned, and create a better business, these are all great benefits.

BUT

When it comes to the details of what planscope exactly is, this landing page falls short!

What could have been done is- similar to the information in above example of “amplitude” which explains it through a pointer list.

Now we have seen a few examples on how to be specific with your copy, how is it that you can write your copy which is specific and unique?

Let’s see.

Answer these questions.

  1. Are there similar lead magnets? This will prove the customer demand
  2. Which customer needs are being met by the competitors and which are not?
  3. How can your lead magnet meet these requirements?

While writing your landing page copy think particularly of the question 2nd and 3rd because this is where you hone in on which benefits to emphasize.

I would also mention here that the benefits that you can mention can be of two types.

  1. Benefits that are kind of inherent to the type of offering you are providing.
    For example- an AI tool like Aitium.ai that specializes in generative content creation. Tools similar to this will focus on the speed and accuracy, which are kind of inherent benefits for a such tool
  2. Benefits unique to your offering
    For example- a person offering consultation who has himself served in the industry for a long time will offer his experience and credibility.

    Going with the example in point 1, for aitium.ai, providing a better accuracy alongwith a cheaper pricing than the rest players in the market can be a unique offering.

    Another example could be a report-

    “Email marketing trends for 2023” which has come up after taking insights from 1000 marketers.

    insights from 1000 marketers” is a unique proposition alonwith other benefits.

    I hope that i made the point clear.

Compelling CTAs (call to action)


Every landing page that you write is designed for the users to perform a specific action. Most lead magent landing pages offer something in return like- a free ebook, research paper, etc for the user to take that action.

The goal is to get the contact information in exchange of the value proposition as an incentive.

The call to action (CTA) button is a field that asks the users to complete the desired action. The CTAs can seem to be not so complicated elements on your landing page but there is more to it.

The colour, text, and placement of a CTA can significantly affect the number of people taking action on your landing page.

While the colour and the placement of the CTA can vary as a part of the UI and UX strategy, let’s have a look at some tips for  the text of the CTA, the words that you can use for your CTAs.

Use action words like-

  1. get started
  2. book now
  3. download now
  4. start
  5. try now
  6. join
  7. learn
  8. discover
  9. find out, etc


Make it personalized

There are two ways you can be personal when asking users to complete an action is by writing
YOU and YOUR, for example-

“YOUR free copy”

To make it more personal you can use words like
ME, MY, MINE, for example-
“Download MY free copy” or “send ME the ebook”, etc

Use words that spark desire

Now what does that mean?
Let’s look at the words to get a grasp.

  1. Want
    for example- “WANT to get rich” or “WANT to loose weight”
  2. Need
    This might come as strong thus to be used accordingly.
  3. Free
    Everyone loves getting things for free.
  4. Save
    For example- “SAVE time with these templates”

Use words that spark urgency

  1. Now
  2. Today
  3. Limited

Keep these things in mind while writing CTAs for your landing pages and there will be plenty of people pushing your buttons!

4 steps before going live


Before you handover your copy to the designer when you have completed the copy and finished editing. Before we go live let’s have a look at 4 simple steps to ensure that you are proud of your finished product.

  1. Make it of the right length:
    This is one information that we already have before starting to the write the copy but usually we tend to write longer during the process.

    So now whatever you have written pick the most impactful sentences.

    What catches and hooks your attention. KEEP THEM

    What sounds more of a filler. CUT THEM or REFRAME THEM
  2. Remove redundancy
    Look closely for any repetition in your copy. Have a look you have written same thing at two different places.

    If you were reading attentively, you might have noticed that the above two sentences are a good example of how we unknowingly do repetition while writing any copy.
    You get the point!
  3. Organize your content
    Once you cut out all the filler and repetition, move on to organizing the whole copy. Take all the excerpts and structure them in a way that provides a good user experience and makes the user excited about your offering.

    You can experiment with different headline and subheads, etc

    Experiments create magic many a times!

    AND

    Don’t forget to save your drafts along the way for you to later compare what can work best.
  4. Cater for A/B testing
    Finalize two versions to perform A/B tests aka- split testing.
    You could be split testing for CTAs, headlines, images, etc.
  5. Be a visitor of your landing page
    Before you go live, look through the lense of your visitors/prospects, follow the user journey, identify there is some error/bad UX in the funnel.

That is all I had to discuss in here. Share on your social if you liked the content. Comment your thoughts or any other topic you want to read next.