My Guide to Writing a Landing Page That Converts

Everyone needs a landing page.

Selling a course? Creating a newsletter? Have a SaaS product?

They all need a landing page that converts visitors. The thing is, most landing pages are terrible. They aren’t specific, they aren’t clear, and they don’t provide social proof.

I’ve worked on hundreds of landing pages for SaaS & e-commerce brands and noticed what makes a good landing page stand out. I see why it works.

Here’s what I discovered about great landing pages.

Keep Your Headlines Short and Simple

Landing page headlines should make a promise to the reader. And that promise should be as clear as possible. Get rid of extraneous details.

Get rid of your adverbs. Edit ruthlessly.

The reader should understand the value of your headline in the clearest and fastest way possible.

The Subheadline Explains Your Promise

While your headline delivers a promise, your subheadline explains how you’ll deliver that promise to the reader.

The example above shows a promise to the customer and an explanation of that promise.

Remove Friction From Your Call to Action

Most people overlook the power of a call to action. For instance, Get Started, Learn More, Buy Now is an action-based CTA. You’re asking the customer to take action.

A good call to action removes friction. It shows a positive next step in the journey.

  • Buy Wine vs. Drink Our Wine
  • Start Exercising vs. Feel Your Best
  • Start Our Course vs. Make Your First $1

For instance, here’s James Clear’s landing page call to action. He doesn’t insert a vague call to action. He makes it more specific. More value-driven.

Make Your Social Proof Feel Real

Credibility backs up your promise. You need credibility if you want to be believable.

Bored Cow shows three different kinds of social proof that make it feel more real.

Start with Knowing Your Customers

When you have this in place, you convert more visitors.

Of course, this doesn’t shortcut the research process. You have to research and know your audience.

Know how you’re helping them overcome a problem.

This Is Copy