KickoffLabs Blog:

Landing Page Hacks: Copywriting for Non-Writers

By Josh Ledgard

Oct 13th, 2015


I write for a living, and I love it, but I get that you probably don’t. You have other things on your mind– like finding new customers and building loyalty in the ones you already have. It’s a safe bet that on a list of the top ten things you need to do today, copywriting doesn’t even make the cut. But it should. Here’s why:

Good copywriting persuades. It convinces and coaxes a reluctant lead into a confident customer. It’s an essential part of your marketing strategy.

Unless you’re okay with generic calls to action that barely register with your audience, you need to write in an engaging, interactive, and anticipatory way that makes your audience feel like you’re actually speaking to them.

But how?

I thought you’d never ask. You don’t have to be a writer to write great copy. There’s not much mystery to it– especially if you’re talking about your own product.

I can guarantee you that, by the end of this post, you’ll be ready to write your first landing page– and it won’t suck! Let’s get straight into it.

Psst… we’ve created a resource page with additional copywriting help. Grab your copy now

What is Copywriting?

There’s many types of writing out there, but let’s narrow it down to two: fiction and non-fiction. Good copywriting comes somewhere in between. Now, don’t get me wrong, copywriting should never lie or tell untruths, but it should tell a story that transports, convinces, and inspires the reader.

The story doesn’t have to be a long, complicated tale with a once upon a time and a happily ever after. In fact, it probably should never use those phrases, except for irony or humor. Your story should introduce (or restate) the problem and then set up the solution.


I absolutely adore these 27 copywriting formulas Kevan uses over on the Buffer blog. He shows that it’s entirely possible to tell a story in as little as 140 characters (i.e., a tweet), so it’s of course possible to do so on a full landing page.

Here’s the thing to remember: People love stories. We have an insatiable lust for good storytelling. It doesn’t matter whether they’re reading Snow White and the Seven Dwarfs or a landing page about an upcoming webinar, as long as you set up the problem and present a satisfying solution, you’ve won the day.

How do you weave a story with copywriting? Show with a mini-tutorial how to use your product. Give an example of a problem that’s relevant to your audience, and then reveal how you, your product, or your service fixes it.

Now, let’s talk about how to hack your writing.

Know Your Audience

First thing’s first, you have to understand your audience. It’s not okay to cast a big net. Sure, you may get fish, but you’ll probably wind up with a lot of seaweed, too. Instead, you should narrow your focus and find the specific group that’s pumped, primed, and ready for your message.

There’s a market for everyone, you just have to find yours. We’ve talked before about how to find your true audience with a contest. That’s a great starting point. I recommend that you know who your audience is before you begin writing your landing page. Otherwise, how can you speak directly to them?

To be successful, your landing page must be specifically targeted toward one group. In other words, be as specific as possible.

Use Multiple Targeted Landing Pages

I know you’re thinking, but what if I have more than one group I’m targeting? I’ve got you covered for that too. There’s no written law that says, thou shalt only have one landing page. In fact, I’m thinking of writing a law that says, you should have as many landing pages as possible. The number of landing pages you need is in direction proportion to the number of groups that you’re targeting.

Let’s say you run a lifestyle blog where you talk about all things travel a la y Travel Blog. Your topics run the gamut, including family travel, frugal travel, and starting a travel blog.

You’ll probably have several different groups who read your site, among them:

  • Families who want to travel with their children
  • Single folks who want to travel the world on a steeply frugal budget
  • Now, why would you create one landing page and expect it to effectively communicate with both groups? It won’t. Instead, create two landing pages that allow you to speak to each group directly. They’ll have different pain points, and it’ll be much easier to copyright like a pro when you know exactly who you’re speaking to.

    Be Conversational

    Conversational language is extremely important in copywriting. You want to come across like a friend or a trusted authority figure, with trusted being the operative word. People trust their friends, and they trust those who know what they’re talking about. They don’t trust smarmy salespeople who’re trying to make them buy, buy, buy! now, now, now!

    Explain why your product is amazing, but do it in a way that sounds normal, friendly, and approachable– you know, as if you were actually talking to someone face-to-face. You can and should write like you speak. I’m doing it right now, minus the ums.

    Your writing should be informal and sound genuine.

    Don’t Edit Yourself

    At least not at first. One of the best writing tips I can give you is to let it all out. Turn off that internal editor who oddly sounds like your grade school grammar teacher. You can perfect the writing later, with editor eyes. Now, you should allow yourself the freedom to go wherever your brain takes you (as long as it’s about the topic of your landing page).

    Now, let it sit. Don’t look at it for at least 12 hours. Give yourself a chance to return with a fresh perspective. When you come back, you can now edit the heck out of it. Cut out all redundant information. It’s not unusual to change 80% of your content, and that’s okay as long as the message is clear and targeted.

    Be Passionate

    You’re already passionate about your product or service, so this one’s easy. Just speak clearly about why your product/service is the best choice for your audience. If you’re running a contest, share your excitement about the prize.

    Offer Specific Value

    You know why your offering is valuable, but no one else will unless you spell it out. None of us are mind-readers. You may be thinking, I have a great product that will speak for itself. I’m here to tell you, it won’t.

    Your product can’t speak, but you can. You convince your audience by getting into the specifics of how your product will help you. Tell them what’s in it for them. Make sure you complete these sentences:

  • When you buy this product, you’ll get _________________.
  • Because of this product, you’ll do _________________.
  • If you don’t buy this product, you’ll be _________________.
  • Go Bold with Your Headline

    Your headline is a probably the most important part of your landing page. This is where you hook ‘em, so take some time to get it right. What’s one sentence you can write that would engage your audience right away?

    I like to start with a question, because it gets people thinking. It immediately pulls them in. And a question is easy to write. The perfect question is one that addresses the audience’s pain point. Here’s an example of a landing page from Postbox that pulls you in with a simple question:


    Image courtesy of __Postbox

    Create a Strong Call to Action

    Your call to action is your last chance to pull them in, so it requires at least the same amount of effort as your headline. Don’t waste this prime real estate with a limp, lifeless phrase like “submit.” Go for something bold and actionable that drives home your message. Here are some of the most successful calls to action ever created.

    Bottom line: aim for a call to action that makes it easy for your audience to say “yes.”

    Final Thoughts

    You’ve got this. Remember to write like you speak. Your audience wants to hear from you. The more you inject your own personality into your writing, the more they will trust you. Trust me.

    Psst… we’ve created a resource page with additional copywriting help.  Grab your copy now

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