How to give your landing page a vibe that no customer wants to miss
5 tips to polish your landing page content to perfection — a guide from Alena Lysiakova.
The basics of landing page creation are simple: focus on value, be short and simple, and present benefits, not features. But what if you want to go beyond the basics and turn your page into a powerful lead-generation machine?
To convert visitors into customers, you need to give your landing page a bit more polish — make it stand above similar products or services. Here you can find 5 tips and a whole plan to turn up the wow factor on your website.
Tip 1: Focus on the title and subtitle
The first screen above the fold is what you should focus on the most. And here is where the title and subtitle go. Always make them strict and to the point.
You can use various techniques — to intrigue, to emotionally relate, and so on — but you must be clear about what your product is about, who your customers (or the niche) are, and what it can give your customers to solve their problems.
It's better to be blunt than creative here. It’s not an advertisement, it’s a representation of your product's value.
Save the fancy slang and idioms for something different. But if your tone of voice is a little bit playful and the industry itself requires more creativity, make your working choice more personal, like Moodahub does.
If your Title is explanatory enough, you don’t even need a Subtitle. If it’s not, elaborate on the value a little bit more in a subtitle or a subtext.
If you’re stuck writing a good Title, put it aside for the time being. It’ll come to you after you put the rest of the page together.
Tip 2: Don’t exaggerate
Unless you have the best product in the world, the #1 provider of some services, or the only product that helps solve some problem — don’t claim it on your landing page. The moment your potential customers read such unsupported claims, you lose their trust.
Imagine you said that your email marketing tool is the easiest in the world to use, but you can’t prove it.
Then don’t say it. Try a different approach. You can say something like “1 billion subscribers find this email marketing tool the easiest” in the subtitle, and go for a title like “Email marketing in the snap of a finger” — the meaning stays almost the same but with no exaggeration.
Remember that false claims damage your brand’s reputation easily, and it will be very hard to undo. Exaggeration is always a false claim.
Tip 3: 1 video is worth a million words
Time is precious. Your customers and investors don’t have much time to spend on your page. You need to show all your perks in no time.
Use a video on your page instead of long and boring text explanations if possible. It goes particularly well while describing the product’s features.
Instead of describing all their new phone features in text, Samsung highlights the most important ones in several bullet points — the rest of the features and customer reviews go into a video.
A short demo can explain your product way more efficiently than plain text. Loom is the perfect tool to record it.
Tip 4: Use AI tools to start and polish
If you are stuck with writing your copy, you can use AI tools like ChatGPT or Copysmith to help you make the first draft.
However, it’s better not to use AI copy as the final text, because it’s not original and can duplicate from request to request. Using non-original copy can reduce the visibility of your page in Google and other search engines. The AI copy also lacks the original style of you and your brand, so the page won’t stand out.
Let the AI do the draft, then rewrite it to your style and meaning for the final version.
To clear up some mistakes, you can also use some AI tools for help. Use Grammarly to avoid mistakes and typos, and QuillBot to paraphrase the original messages.
Tip 5: Use active voice & powerful yet simple words only
Eliminate the passive approach and use the active voice only. By doing so, you put your audience and the results they get first.
❌ This solution is needed by millions.
✅ Millions need this solution.
❌ The best results in a short period of time can be achieved!
✅ Get your first ten clients in a week.
In the second example, we not only eliminated the passive voice but also backed up the value with data and exact numbers. It makes the copy more trustworthy and impactful.
Don’t use vague words. They make your copy weak and doubtful.
Remove such words as “appears,” “seems,” and “really” from your vocabulary.
Replace them with strong words like “will,” “must,” and “can.”
Check out this list of power words, but don’t force them into every sentence. It must come naturally to you and match the tone of your brand.
How to create a landing page from scratch
As soon as you’ve polished your landing page, go over the whole process again and see whether you’ve missed anything. If it’s the case, work on your page a little bit more. If not, proceed to publishing and A/B testing.
Writing Landing Page Copy Action Plan
🔲 Create a Landing Page structure
🔲 Write a draft, using AI tools to help you if necessary
🔲 Turn features into benefits
🔲 Check if you followed the KISS rule and wrote one message for one screen
🔲 Check use of “you” instead of “we” and your tone of speaking. You must speak like your target audience.
🔲 Double-check for strong words, a positive/negative approach, and an active voice
🔲 Add CTA where they’re needed
🔲 Read it out loud and polish it with the help of AI tools
🔲 Your landing page copy is ready!
If you want to find more tips, subscribe to my Copy & Coffee Content Playbook and Newsletter for founders — Alena.
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