Home SEO 8 Touchdown Web page Copywriting Ideas for 2023 (With Examples)

8 Touchdown Web page Copywriting Ideas for 2023 (With Examples)

8 Touchdown Web page Copywriting Ideas for 2023 (With Examples)


An amazing touchdown web page doesn’t simply welcome customers to your web site—it meets their wants proactively and encourages them to transform. 

On this article, we’ll train you the way to write a touchdown web page that captures your audience’s consideration. We’ll additionally share real-life examples of how manufacturers use these touchdown web page copywriting tricks to get customers to have interaction and take motion.

8 Touchdown Web page Copywriting Ideas 

Each aspect of a touchdown web page issues, from headline and duplicate to visuals. 

Listed here are eight tricks to make your touchdown web page as efficient as doable.

1. Write an Impactful Headline

The headline in your touchdown web page is the very first thing customers see. Make it clear and easy so everybody can perceive it at a look. 

Most significantly? 

Give attention to the worth you’re providing as a hook to maintain individuals from clicking away.

This Uber touchdown web page focusing on driver signups does job of creating an immediate influence.

Uber's landing page with "Drive when you want, make what you need" headline

The headline “Drive whenever you need, make what you want” is value-focused, explaining the proposition in eight phrases. The distinction between the phrases “need” and “want” carries some weight, hooking customers who’re searching for a possibility to earn cash flexibly.

The headline can also be a vital a part of your touchdown web page design. Because it sits in such a outstanding house on the web page, a touchdown web page headline has a number of jobs to do. 

Your touchdown web page headline ought to do the next: 

  • Sum up what you’re providing and why it’s useful as concisely as doable. To realize this, write your headline like a worth proposition. This implies answering the query, “What worth can customers get out of your product that they will’t get elsewhere?”
  • Hook customers and hold them . Write a brief and easy headline so readers can digest it shortly. And use language gadgets like alliteration to make it catchy.
  • Stream naturally as a part of the consumer journey. In case your customers click on by way of from an advert on a search engine outcomes web page (SERP), the headline ought to comply with the advert copy, choosing up the identical concepts.
  • Contribute to search engine marketing (search engine optimization) or pay-per-click (PPC) touchdown web page optimization. Guarantee your headline contains your goal key phrases to maximise relevance to customers.

Holding these goals top-of-mind whenever you write a headline will provide help to make a robust first impression on customers, holding them on the web page longer.

2. Make Your Copy Straightforward to Scan

Folks don’t learn webpages like they do books. Maintain your touchdown web page copy quick and create an simply scannable structure so your key factors stand out.

Take this ExpressVPN touchdown web page for example. The header is easy, with a headline and subheading that includes easy-to-scan phrases like “VPN,” “simply works,” and “#1.”

ExpressVPN's landing page with "The VPN that just works" headline

Additional down the web page, there’s a information to getting began with a VPN that’s specified by three easy steps: join ExpressVPN, obtain a VPN app, and connect with a VPN server location. 

"How do I get and use a VPN" section of the page

Lastly, there’s an inventory of persuasive, scannable advantages like 24-hour dwell chat assist and best-in-class encryption: 

"Why ExpressVPN?" section of the page

There are many subheadings and daring textual content to make sure customers can see crucial factors simply.

Why does this matter? 

The Nielsen Norman Group has studied how individuals learn on-line since 1997. Their findings present persistently that net customers scan textual content as an alternative of studying it.

Additionally they seen some recurring scanning habits, just like the F-Sample. Customers begin by studying a heading horizontally, then skip down to a different outstanding row of textual content.

An infographic by Semrush demonstrating F-pattern reading

You possibly can apply these findings in your touchdown web page copywriting to maximise its influence.

Prioritize key data in headings and subheadings, which customers are most certainly to learn. Comply with these headings up instantly with quick, easy sentences that broaden on the purpose and ship different essential data.

And bear in mind, 58.3% of web visitors got here from cellular gadgets in Q1 2023. So, optimize your copy construction for these customers. Which means holding headings quick and utilizing loads of white house to make sure readability.

You should use our search engine optimization Writing Assistant to evaluate your copy’s general readability. Enter your goal key phrases and paste your textual content into the instrument. 

search engine optimization Writing Assistant will rating your content material out of 10 for readability, search engine optimization, originality, and tone of voice.

Content score section in SEO Writing Assistant highlighted

search engine optimization Writing Assistant will generate customized suggestions for every scoring space. The readability suggestions are primarily based on the Flesch Studying Ease rating.

"Readability" recommendations section in SEO Writing Assistant

You possibly can then redraft your copy manually primarily based on the recommendation or use the built-in AI-powered writing options to enhance it mechanically.

AI-powered "Rephraser" feature in SEO Writing Assistant

The instrument can even provide search engine optimization suggestions that may assist your touchdown web page rank larger in natural search outcomes.

3. Give attention to Advantages Over Options

A standard copywriting precept says, “Options inform, advantages promote.” This implies persons are extra persuaded by how a services or products will enhance their lives than by its bells and whistles. 

Apply this idea to your touchdown web page copywriting by specializing in the advantages of your product to maximize your conversion charge.

For instance, the Asana pricing web page, which doubles as a touchdown web page within the firm’s paid promoting campaigns, sells its advantages effectively:

Asana's pricing page with "Easily organize your work. Start free" headline

The headline “Simply manage your work. Begin free” shortly will get to the purpose, telling customers what they’ll be capable to do with the platform. 

In six phrases, the corporate makes its worth proposition clear. It additionally tells the net customer they will begin at no cost (“no bank card required”), decreasing any objections to conversion.

There’s no point out of options as a result of they’re not essential. Asana is aware of individuals need the good thing about the options (the flexibility to prepare their work).

What’s the distinction between a characteristic and a profit?

  • Options describe what the product does, usually getting particular with technical phrases 
  • Advantages clarify what the product’s options will assist the consumer obtain

Advantages push customers into making a purchase order determination. This implies they need to be the precedence in probably the most outstanding touchdown web page copy, like your headline or subheadings. 

You possibly can nonetheless cowl options, however that comes later when customers are already invested.

A benefit-focused headline tells the reader why they want the product. It sparks an emotional response, in contrast to the feature-focused headline, which is solely sensible.

4. Embrace Social Proof

Use social proof in your touchdown web page copywriting to get customers to belief your small business. 


As a result of it demonstrates that different individuals used and favored your product, reducing an essential barrier to conversion and displaying potential prospects the services or products you provide is efficacious.

Social proof is available in many kinds on the net, together with:

  • Critiques: Direct user-submitted critiques, usually displayed within the type of a feed pulled from a platform like Trustpilot or Google
  • Testimonials: Chosen buyer testimonials, which act like longer-form critiques. Most helpful for demonstrating the worth of high-cost merchandise
  • Buyer logos: A gaggle of logos representing notable prospects, usually utilized in business-to-business (B2B) sectors to point out the product’s recognition
  • Awards/accreditations: Icons that symbolize awards or accreditations the product gained, highlighting its high quality in an oblique method to overcome consumer objections
An infographic listing different types of social proof, reviews, testimonials, customer logos, and awards/accreditations

The next Lingoda touchdown web page instance makes use of two sorts of social proof beneath the header to construct belief with customers.

Lingoda's landing page providing examples of social proof

As you may see, the touchdown web page options mixture overview rating badges from Google and Trustpilot—two trusted organizations.

There’s additionally an accreditation from Cambridge College, which provides Lingoda’s courses extra credibility.

Critiques, particularly, provide unbelievable worth. 

A survey by Brightlocal discovered that 98% of net customers learn firm critiques as a part of their purchasing course of. And 46% of individuals belief them simply as a lot as private suggestions from mates or household.

Being proactive by together with critiques in your touchdown web page copy or design provides guests all of the social proof they want with out forcing them to go away your web site to search out critiques elsewhere. 

5. Write Compelling Calls-to-Motion (CTAs)

A call-to-action, or CTA, performs the essential position of telling customers what to do subsequent in the event that they’re excited about your product. You possibly can optimize your CTAs to encourage extra individuals to click on by way of to the subsequent step of the shopping for course of, rising your conversion charge.

For instance, the CTA on this Wrike touchdown web page is easy and comparatively frequent for software-as-a-service (SaaS) companies. But it surely nonetheless manages to be extremely efficient. 

Wrike's landing page with "Start for free" call-to-action

After summing up the platform’s key advantages, Wrike invitations customers to enroll in a free trial instantly. The straightforward kind subject for his or her electronic mail handle and the simply seen “Begin at no cost” button make it straightforward to know what to do.

Instantly beneath the CTA, there’s a dose of social proof within the type of logos from high-profile manufacturers like Siemens, Edelman, Ogilvy, and Pfizer that use the product.

Making CTAs inviting additionally makes them extra compelling.

For instance, in a VWO case research, a easy change in CTA textual content from “For Pores and skin Session, Register Right here” to “I need an knowledgeable opinion. Signal me up!” elevated gross sales by 22% and conversions by 137.5 %.

A extra conversational, pleasant tone had a extra important influence. The phrase “Professional opinion” can also be extra impactful than “pores and skin session” alone.

The CTA textual content that can work greatest in your web page will depend on numerous elements, like what the conversion occasion is and what you’re promoting.

However there are some common touchdown web page copywriting pointers you may comply with to maximise CTA influence:

  • Make your CTA particular: Inform the consumer precisely what they’ll get after they click on
  • Use emotive, first-person language: Match the consumer’s motivation wherever doable 
  • Embrace social proof: Add social proof close to the CTA to beat closing objections

Touchdown pages are most related to paid promoting campaigns, however they will contribute to natural visitors, too. Comply with search engine optimization copywriting greatest practices to maximise your possibilities of unlocking further visitors alternatives.

For a touchdown web page, this contains figuring out the key phrases your splendid prospects kind into engines like google. When you’ve achieved this, you’ll wish to use these key phrases in your touchdown web page, together with within the header and physique of the textual content. 

You’ll additionally wish to use them within the web page’s title tag and meta description.

You will discover related key phrases with a key phrase analysis platform like Key phrase Magic Software. Navigate to Semrush and open the Key phrase Magic Software within the left-hand menu. 

Then, enter a seed time period your audience would search to search out your web site or touchdown web page.

"yoga mat" entered into the Keyword Magic Tool search bar

You’ll see a full listing of key phrases associated to your seed time period, together with columns of information displaying what number of occasions each is searched and the way troublesome they’re to rank for.

Keyword Magic Tool results for "yoga mat" keyword

Use the guide filters on the prime of the display or the pre-set key phrase classes within the left-hand sidebar to trim the listing.

For instance, you may take away irrelevant key phrases utilizing the attention icon on the left-hand facet.

Keyword categories for "yoga mat" in Keyword Magic Tool

Or filter outcomes to solely present questions within the prime menu.

"Questions" results table for "yoga mat" in Keyword Magic Tool

This course of will provide help to establish the best-fit key phrases to your touchdown web page. When you recognize what your customers are searching for, you can begin your writing course of. 

Draft a well-organized touchdown web page that matches your viewers’s intent, utilizing your goal key phrases naturally within the content material.

search engine optimization Writing Assistant will help you make your touchdown web page copy much more seen to engines like google.

Enter your goal key phrases into the instrument and paste your draft into the textual content field. You’ll get tailor-made suggestions to enhance optimization and readability.

SEO Writing Assistant's content score (Good 7.4/10) section

7. Use Visuals to Complement Your Copy

Pictures and movies will help your touchdown pages seize consideration. Additionally they play a key position in explaining your product to customers.

The video on this Wistia touchdown web page auto-plays to display the product options as quickly as customers land.

Wistia's landing page features auto-play video

The video captures your consideration instantly and provides Wistia an opportunity to again up its introductory copy with sensible visuals.

Why is video efficient? 

A complete research on the results of video in advertising by Wyzowl discovered that 96% of entrepreneurs suppose movies enhance how effectively customers perceive their product.

The identical research additionally discovered that 90% of entrepreneurs suppose movies have helped them generate leads, whereas 87% suppose movies elevated each gross sales and web site dwell time.

Google knowledge exhibits photos may be simply as helpful, with outcomes from a shopper survey displaying 50% of web shoppers use photos to determine what to purchase.

All this knowledge results in one strong conclusion:

The very best touchdown pages aren’t simply text-based. They merge touchdown web page copywriting with visible belongings to create a mixed-media expertise that fits all types of customers.

As you develop your touchdown web page copy, take into consideration the place photos or movies can draw consideration, display options, or act as social proof.

8. Run Checks and Refine

The touchdown web page copywriting course of doesn’t finish when the web page is dwell. Amassing and analyzing consumer conduct knowledge can let you know the place your web page is falling quick, serving to you make adjustments that increase outcomes.

A CXL case research exhibits the significance of testing. The corporate began with a touchdown web page that had a robust conversion charge of 12.1 %.

CXL's landing page older version

Picture Supply: CXL

They then carried out exams one after the other, altering particular person parts on the web page to see how that impacted the conversion charge.

The adjustments they made included decreasing the variety of kind fields, refocusing the copy on advantages, and decreasing the web page size.

The end result was a brand new model of the touchdown web page that transformed 21.7% of customers, a 79.3% enchancment on the outdated model. 

CXL's landing page newer version, shown on mobile, tablet and desktop screens

Picture Supply: CXL

Testing adjustments individually may be an efficient methodology. However there are a number of different methods to investigate touchdown web page efficiency, together with:

  • Person knowledge evaluation: Using broadly out there consumer analytics platforms like Google Analytics to see how customers work together together with your web page
  • A/B testing: Testing two variations of the identical touchdown web page by mechanically sending customers to 1 or the opposite, displaying which one performs greatest
  • Heatmap testing: Utilizing heatmap software program to disclose how customers work together together with your touchdown web page and what content material they ignore

These testing strategies differ in how difficult they’re to arrange, however the worth of the insights they ship tends to scale with complexity.

Analyzing primary consumer knowledge like bounce charge by way of Google Analytics, for instance, is straightforward to do. However it may well solely let you know a lot about your web page, which means you need to apply some guesswork in relation to making enhancements.

On the opposite finish of the size, heatmap testing prices money and time to arrange. Nevertheless, the insights it delivers may very well be instrumental find weak spots in your touchdown pages. 

These key takeaways can encourage adjustments that result in elevated income.

4 Touchdown Web page Examples to Encourage Your Copy

efficient touchdown pages is likely one of the greatest methods to learn to create your personal. Listed here are 4 of the perfect examples from throughout the net.

1. Slack

Slack's landing page with "One platform for your team and your work" headline

This Slack touchdown web page is the whole package deal. It leverages most of the suggestions talked about above to systematically persuade and convert guests.

It begins with the clear and concise headline: “One platform to your workforce and your work.” This straightforward line sums up the product’s worth proposition, promoting the good thing about the twin performance.

Within the bullet factors and the CTA button beneath, there’s a “Save 50%” provide. The corporate creates a way of urgency by mentioning the “limited-time” nature of the low cost of their touchdown web page copywriting.

The social proof comes instantly beneath the CTA, with logos of some notable Slack prospects like Etsy, Uber, and Spotify. This helps reduce any issues customers may need in regards to the product’s worth.

Additional down the web page, there’s extra copy masking the advantages Slack gives.

A section of the landing page listing and explaining Slack benefits

The language used is tangible. There are particular phrases like “transfer sooner,” “clear up issues aloud,” and “streamline collaboration” to deal with potential prospects’ ache factors.

After the advantages, some closing stats reinforce the worth on provide.

Every aspect on the web page works collectively to create a compelling, persuasive case for becoming a member of Slack. 

2. BetterHelp

BetterHelp's landing page with "Convenient and affordable therapy with BetterHelp" headline

BetterHelp is a platform for locating therapists on-line. This touchdown web page focuses on addressing among the greatest obstacles to conversion in that sector.

The straightforward headline focuses on advantages, masking two of crucial for the product: comfort and price. It’s additionally straightforward to scan, with the primary 4 phrases summarizing your complete worth proposition.

The copy instantly beneath goes on to cowl two core objections, availability and credibility, with the point out of “33,000 licensed therapists.”

With that out of the best way, there’s a outstanding CTA that encourages customers to transform immediately.

Under the fold, the BetterHelp touchdown web page offers social proof to bolster its credibility.

Brand logos and member testimonial section on BetterHelp's page

The model combines logos from credible publications the platform appeared in, like The New York Instances and The Wall Avenue Journal, with actual member testimonials. This reassures customers of the platform’s legitimacy and offers proof of its effectiveness.

The underside of the web page incorporates a easy aspect specializing in the 4 major advantages—skilled, reasonably priced, handy, and efficient—adopted by a closing CTA.

A section of BetterHelp's page listing benefits and "Get Started" call-to-action

The ultimate copy on the web page acts like a conclusion to an article. It summarizes the worth proposition and provides one closing little bit of social proof by displaying that over 4 million individuals used the service.

In consequence, by the point they’ve reached the top of the touchdown web page, customers have solutions to all their questions. They know what’s on provide and the way it will help them, they usually aren’t frightened about BetterHelp’s credentials.

3. Shopify

Shopify's landing page with "Set Up Your Online Store in Minutes" headline

This Shopify touchdown web page is, before everything, a terrific instance of a message satisfying search intent. 

It’s the touchdown web page for a Google Advertisements marketing campaign focusing on key phrases like “create an internet retailer” and “arrange your on-line retailer.” The sponsored advert on Google features a model of the key phrase and a short description of the platform’s capabilities.

Shopify's sponsored result on Google SERP for “create an online store” query

The on-page header instantly addresses the search intent of the key phrase, with the benefit-focused headline, “Arrange your on-line retailer in minutes.”

This results in a proposal, “free for 3 days,” and a transparent CTA, “begin free trial,” which tells customers precisely what’s on provide in the event that they click on.

All this above-the-fold copy sidesteps the most important obstacles to conversion. There’s no purpose for customers not to enroll. The web page met their search intent, and the trial provide is risk-free. 

The second half of the touchdown web page is for customers who aren’t satisfied by the robust opening.

A section of Shopify's page listing and explaining benefits, and including social proof

It offers a fast abstract of the important thing advantages of Shopify’s SaaS product, addressing frequent ache factors like ongoing pricing or lack of design expertise. 

Lastly, there’s a collection of logos from current prospects and a conclusive consumer testimonial that reassures customers they’re making the correct selection.

4. Progressive

Progressive's landing page with "Find the best savings easily and fast" headline

Progressive’s auto insurance coverage touchdown web page options copy that explains the worth proposition successfully.

The headline is easy and instantly digestible. The touchdown web page copywriting focuses on a key profit, discovering the correct worth shortly, which addresses one of many major ache factors within the insurance coverage shopping for journey.

A brief line follows with the identical focus and provides the profit that customers can evaluate costs with opponents, reinforcing the worth proposition.

The CTA is simple, too. There’s just one subject the place customers should enter their zip code earlier than they will transfer on to the subsequent stage, decreasing obstacles to conversion virtually to zero.

The ultimate aspect on the web page upsells insurance coverage bundles, with a transparent subheading displaying the potential financial savings on provide. 

Customers may click on to see all merchandise, sending them to the principle Progressive web site the place they will set off on their navigation journey.

It is a nice instance of how touchdown pages don’t should be complicated or lengthy to be efficient. 


In some instances, utilizing as few phrases as doable to satisfy the consumer’s intent is one of the best ways to maintain them .

Get Began on Your Subsequent Touchdown Web page In the present day

Touchdown pages play such an enormous position within the success of any digital advertising marketing campaign that bettering your touchdown web page copywriting can repay instantly.

Begin working in your subsequent touchdown web page by looking for the correct key phrases with our Key phrase Magic Software

Then, as you’re engaged on the copy, apply all the ideas you’ve realized right here and use search engine optimization Writing Assistant so as to add the ending touches.



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