Stop Overthinking Your Landing Page Copy

Still making excuses? Stop.

Part 1 dealt with the reasons you have used to avoid making a landing page yet — spoiler: you should. Now I’m going to teach you how to write solid copy for that landing page. So no more excuses, okay?

Part 1: Why don’t you have a landing page?

First, who will be landing on this page?

Begin by asking yourself these questions:

• Where are people coming from when they see this landing page?
• What (if anything) do they already know about you?
• What (if anything) are they already expecting you to help them with?

If your audience is super “cold” and doesn’t know the first thing about you or your offer, then you will need to convince them that you can help them. If they already know, like, and trust you, getting straight to the point is more important. Your landing page’s needs will probably fall somewhere between these two extremes, but no matter what you need to be considering these questions when crafting your copy.

When your readers haven’t recieved value from you before, they may be cynical: Can you really help them overcome their struggle?

If this is the case let yourself write a little more. Don’t limit yourself to a certain amount of space; include enough information to convince them that your offer is the solution they need.

On the other hand, you may be targeting people who are already familiar with how you can help them. Maybe they read every post on your blog, have purchased something from you before, or clicked over from a long, detailed ad. If those landing on your page are primed to opt in, keep your copy minimal and the sign-up box front-and-center.

Either way, here are 3 steps to solid landing page copy:

1. Craft a straightforward headline that proves you understand the struggle. Take this one created by Isa Adney for example:

Do you ever feel like giving up on your writing project?

Immediately I know whether or not Isa understands my struggle and whether or not what she has to offer will address that struggle. If I’m a writer who has ever felt like giving up, I know I’m in the right place.

Here’s another:

Have you lost yourself in mamahood?

I love how this one uses the word “mamahood” instead of the traditional “motherhood.” It resonates with me in a personal way that helps me feel like we are chatting over a mug of tea, even though I don’t even know this woman’s name.

2. Build further trust with a few short paragraphs. It can be hard to fit everything you want to express into a single headline, so don’t try to. Make one solid point, then follow that up with some more copy.

This copy should:

• …make it clear that you understand your readers’ struggle. (I know I’ve said it before, but it’s so important I’ll say it again!)
• …offer hope! Give them a vision of what their lives could be if they would only let you help them.
• …(optional) introduce you. A personal connection always helps but isn’t 100% necessary, especially if it would be distracting. Go with your gut, this one really depends on personal style.

Notice how Isa includes all three of these elements in her copy:

Join the #keepwritingclub!

Because you should keep writing.

It may not mean you can write every day. (That’s okay.) But the truth is your project matters.

You’ve already gotten this far. You wouldn’t be reading this right now if you hadn’t already taken the hardest, bravest steps.

This is an email club for writers with big dreams.

This is the club for you if:

*you are working on a writing project
*you sometimes doubt yourself
*you have big dreams for your writing

Hi. I’m Isa Adney, and I’m about to write my second book. (It’s going to take at least a year.) I don’t want to do it alone. I’m hoping you’ll come along for the ride.

3. Tell them what to expect from you, whether it’s a monthly email like Isa offers, an ebook, a mini-course, or whatever else you have come up with.

Keep the description of this lead magnet short. If what you have written leading up to this point is solid then your readers will trust that whatever solution you have to offer is the answer to their problem.

How much time will it take to consume your content? How often will you show up in their inbox? These are the kinds of things your reader will want to know.

If your lead magnet isn’t ready be honest about that fact — it’s perfectly acceptable to say that it’s coming soon.

Here’s one example of a simple lead magnet description:

Sign up below for The You Things course, a 4-part series on intentionally making space for you, the woman that existed before the mama did to thrive.

A recap of the 3 steps to solid landing page copy:

1. Craft a straightforward headline addressing their struggle.
2. Build further trust with a few short paragraphs.
3. Tell them what to expect from you.

Still overwhelmed? Let me help you—you don’t have to write this landing page yourself. You can hire me to do it for you! ☺ Email me at jaspen@civanpro.com today and we might just be able to get in done in time to enter the ConvertKit Landing Page Challenge.

Part 3: Make Your Audience Love Finding Your Landing Page

Part 4: Build a Better Landing Page