The best landing page copy focuses on one primary thing: customer benefit.
That’s why, when copywriting for landing pages, it’s essential to make the most of the three seconds that you’ve got to capture a prospect’s attention by explaining who you are, what your product is, and what’s in it for the consumer. The challenge is directing your visitors toward a specific action, without sounding repetitive, with copy that is catchy and on-brand.
Successful Landing Pages Depend on Personas
Behind effective landing page copy is detailed knowledge of your audience. You need to know who you’re addressing and what you want them to do in order to create that connection, and ultimately, engagement. This is accomplished by building personas.
We’ve talked about this before, but in essence, visitor personas are created through research on who visits your website and the pain points that they want addressed. Before sitting down to write text for your landing pages, it is vital to have a thorough idea of the message and the kind of language that interests them the most.
Landing Pages from Leading Brands
To illustrate, let’s take a look at some of the best landing page copywriting out there. Here are a few examples from leading online brands. We’ll examine their current texts and how they follow the ideas mentioned above. For each, we’ll also give a number that measures their predicted performance score (more about this later).
Main text score: 82
Secondary text score average: 71
Blue Apron’s landing page starts off with “Delicious recipes delivered to your door.” They really focus on their value proposition, because you need to scroll down to see the secondary text. With a score of 82 for the leading text, it looks like they did a great job.
Industry: Website optimization
Main text score: 78
Secondary text score average: 71.5
“Make your website better. Instantly.” The main text seems a bit vague (how do they make it better?), so it’s backed up by a second landing page text, “Over 300,000 websites use Crazy Egg to improve what’s working, fix what isn’t and test new ideas.” Put together, the value proposition is clearly stated in only two lines.
What the Dog Likes
Main text score: 80
Secondary text score average: 64
“Treat Your Dog Better.” A cute play on words that makes you feel guilty at the same time – not bad! There’s a lot of secondary text as well, which might be a bit confusing at first glance. Could stand some improvement.
Main text score: 70
Secondary text score average: 48
Hubspot leads with “There’s a better way to grow.” For a first time visitor, that message is rather unclear. But then again, Hubspot’s product is relatively complex, so maybe it’s hard to capture their entire value proposition in one phrase. Or maybe they need to work on it.
The Easiest Way to Write Like the Pros Using AI Copy / Landing Page Copy Generator
Overall, these sites use landing page copy that makes sense and gets high scores. They have obviously done their homework. No doubt, they use top writing talent, focus groups, A/B testing, and other resources to achieve these results.
But you don’t have to.
Through the use of big data and artificial intelligence, Anyword delivers landing page copy that converts. Anyword leveraged $250 million in ad spending information to understand what type of copy appeals to various demographics. It then turned that knowledge into an AI engine that uses just a bit of information that you provide to compose all kinds of marketing copy, including email subject lines, blog posts—and landing page text.
In fact, Anyword AI copywriting tool composes line after line of landing page copy variants so that you can find the best choice. In addition to building these variations, Anyword provides each one with a predictive performance score that gives you a quantitative idea of how well it will convert. It also presents audience segmentation data according to age and gender.
Here’s a video where you can see Anyword in action:
What’s in it for You?
Anyword is a fast (and pretty fun) landing page text generator that does most of the writing work for you. Anyone can use it, thanks to its intuitive interface. It saves time, effort, and guesswork, and will equip your landing pages with compelling copy that will get your customers converting (but without the alliteration). See for yourself what it comes up with for your landing page.