How to Apply Basic Copywriting Principles to Startup Landing Pages
If you’ve ever browsed the “Share your startup” thread, you’ve likely noticed that many landing pages miss fundamental copywriting best practices. This article offers a concise, practical framework to improve your page copy without turning it into a hard sell.
What copywriting is (and isn’t)
– Copywriting is persuasive writing designed to sell a product or service in print or on the web.
– It doesn’t have to feel pushy. The goal is to communicate value clearly and earn trust.
– Favor empathy over manipulation, persuasion over pressure, and clarity over cleverness.
1) Do your research first
– Start with your target audience. Then dive deeper: what do they like or dislike about competitors? How do they speak on forums and social media? What keywords do they use in reviews?
– Why it matters: you’re writing for your ideal customer. Your own opinions aren’t the priority; their needs and language are.
– Put yourself in their shoes and view your offering from their perspective.
2) Focus on one big idea—the unique selling proposition (USP)
– Lead with your USP in the main title and an optional subtitle.
– Build the rest of the page around this central idea with benefits and features that support it.
– Use language that resonates with your audience while staying authentic.
Example structure:
– Main title: A single, clear value proposition
– Subtitle: A brief supplementary line
– Heading 1: A primary benefit or use case
– Heading 2: A secondary benefit or capability
– Heading 3: Another relevant advantage
3) Write like your ideal customers speak
– Mirror the language, slang, and technical terms your prospects use.
– Address their pain points and the solutions they’re seeking.
– Match tone to your audience to come across as relatable and credible.
4) Use “you” to personalize the copy
– Treat your website as a 24/7 salesperson speaking to one person at a time.
– Direct address (“you”) helps visitors feel understood and engaged.
– If your message aims to appeal to everyone, you risk appealing to no one.
5) Add social proof or a credible alternative
– If you have testimonials, client lists, coverage, or notable features, showcase them to build credibility.
– If you don’t have social proof, highlight your process, values, team expertise, or a clear promise.
– The objective is to earn trust through authentic signals.
6) Be clear and concise
– Prioritize clarity over complexity. Avoid vague or inflated claims.
– Rephrase convoluted statements into straightforward, results-focused language.
7) One compelling call to action (CTA)
– Use a single primary CTA to minimize decision fatigue.
– If you must include more than one CTA, differentiate them by color and size and ensure one is clearly the primary action.
– You can repeat the CTA across the page, but keep the wording uniform to reduce confusion.
Practical tips for implementation
– Start with a simple headline that states the core benefit in one sentence.
– Create mini-sections for benefits, each with a short, benefit-focused heading.
– Include a short, credible testimonial or a concrete proof point if available.
– Use short paragraphs, bullet points, and white space to improve readability.
– End with a strong, singular CTA that tells visitors exactly what to do next.
Questions to guide your rewrite
– Who is my ideal customer, and what is their primary objective on this page?
– What is the single most valuable outcome my product delivers?
– What signals (customer quotes, logos, metrics) can I present to establish credibility?
– What is the simplest, most direct action I want visitors to take?
If you’d like, share a draft of your landing page or a link, and I can provide a targeted critique and rewrite suggestions tailored to your audience.
