15 Tips and Tricks for Creating a Highly Effective Landing Page

A website without a good landing page is like playing soccer without a pair of boots. You might be able to run around, but you can’t score!

Your pages are optimised, traffic is amazing and you’re generating organic search, yet the numbers are stagnant. The reason why people are visiting your site, but not taking the call to action, could be that your landing page isn’t designed to convert.

Like other forms of copywriting, writing landing pages is an art. Every landing page must possess the following features:

  • A strong headline
  • A clear call to action
  • Offers
  • Important attributes


Boosting conversion for your e-commerce website starts with terrific copy. The core of the landing page depends on content that highlights the benefits of the product and entices the consumer to buy from you, instead of the competition. You might need a new landing page if your current copy isn’t converting or encouraging customers to buy. The tips we’ve listed will help you get started.

15 Tips for Writing Effective Landing Pages

  • Know your customer

To create useful content, you need to know who is going to read the landing page or view the product. Create a demographic list for your target market, including buyer personas that feature personality traits and daily behaviour.

  • Focus on the outcome

The only thing prospects want to see in your landing page is what the product does. They don’t just buy the actual product, they buy a solution and this is what your landing page must sell. If you’re selling cashmere sweaters, prospects don’t only want a sweater that protects them from the cold, it’s an item that conveys luxury. Use the solution to guide the message approach for your copy.

  • Easy navigation

It might sound simple, but it’s important for your landing page to remain clutter-free. The information you display should be relevant to the product. Use a few images to highlight the product and clean designs that ensure your prospect easily sees the offer, benefit and call to action.

  • What problems would your audience want you to solve?

A great topic for any landing page is to create content that shows your product as the solution to a problem readers are currently facing. People search Google for solutions and though your landing page may rank high, it is crippled if it doesn’t solve problem. A few ways to identify issues with your audience include:

  • Audience surveys using tools like Survey Monkey.
  • Set up a Twitter poll with Twitter’s help guide.
  • Post questions on your social media page, asking followers about the major constraints they’re faced with.
  • Conduct quality research

  • One of the most important aspects of writing high-converting landing page copy is research – not generic research, but persona research. Some copywriters read the brief and write what they think your audience will love. They make the fatal error of assuming they know what’s good for the customer without researching the buyer’s psyche.

    Hence, before writing an e-commerce landing page, carry out qualitative research, get feedback and create personas for every segment of your target audience. This helps your voice to shine through when they read the landing page copy.

  • Use customer testimonials

  • Testimonials are an effective tool for writing landing pages. Your customers are the best copywriters, because excellent copy depends on the style – and there is nothing as compelling as customer-written testimonial.

    The customer shares their experience on what’s it like using your product or service, how they applied it, if it was effective and if they would recommend it as a solution to others. Highrise HQ always use customer testimonials front and centre for their landing page and it is key to their highly converting landing pages.

  • FOMO encourages action
  • The Fear of Missing Out (FOMO) is a smart conversion trick copywriters use to urge customers to accept a client’s call to action. Listing the benefits is good, as it tells the customer exactly how your product will make their life better, but FOMO highlights everything they may miss by not using your product or service. FOMO taps into what people think might limit their happiness. Use this concept for your landing page.

    If you sell software that helps students find materials for projects and assignments at a quicker rate than conventional Google searches, you would highlight such benefits. It would include precise search results and quality output that enhances their work. Conversely, you would talk about what happens if they don’t buy your software, such as wasted time searching online and reading through each search result for usefulness.

  • Optimise product pages as landing pages

  • Most customers head straight to the ‘Products’ section when they visit a website. It’s the first interaction they have with your site. You need to focus on creating quality landing page copy that convinces the customer to click ‘Add to cart’.  This copy should make it easier for customers to learn about your store in just seconds.

    If you sell shoes on your site, add an image of a male or female wearing your product or showing the customer how to use the product. Let them know where the materials came from i.e. 100% cotton, 100% leather. Reinforce it with every product. Add your custom design to each page using a link, text or graphics.

  • Put the shopper’s mind at ease

  • Online shoppers love guarantees. It puts their mind at ease and lets them know exactly what they’re getting with your product. “If I buy this phone, how long will the battery last without power?” “If the dress doesn’t fit, can I return it and get my money back?” “Did they really make this shirt with 100% wool?” Whatever you’re selling, you should assure your potential customers that your product works as advertised.

    Think of different ways to put their mind at ease; visual guides, ‘How-to’ YouTube videos, sizing charts, clear copy and instruction manuals. The example above is from Tooby Doo, a New York-based online store. You can see the size chart from 2-12 that guides the customer’s buying decision and provides a guarantee that it will fit.

  • Every page should have undeniable value

  • For every niche, there are hundreds of products fighting for the consumer’s attention. Apart from your Homepage and About Us page, what are retailers doing to optimise their landing page? If customers can find the same shirt on your site at a cheaper price on Amazon, why will they shop from you?

    Every landing page should give the customer a reason to progress further through the sales funnel. Landing pages for your products should have specific value propositions, such as a return policy, price, social responsibility, ongoing sale or brand story. These elements are your USP, so share them with the buyer. Handpicked wines have a wonderful example of a quality landing page. Visitors know where the wine comes from, its style and the best meal to with which to complement the wine. There is an added discount of $2 when you buy a mixed straight six-pack.

  • Create crafty copies

  • It’s not enough to use the right keywords or to write strong on-page copy. A terrible copy doesn’t convince anyone to buy from your e-commerce site. If your copy is terrible, the page – however visually appealing – is terrible. Give visitors something to be excited about. Use fun words – the sort of simple and easy language your grandma wouldn’t have to pull out her Oxford dictionary to understand.

  • The path from the product page to shopping cart must be clear

  • The intent of any prospect visiting your page from search engines is to buy high. They want to determine if your product meets their needs. Your product page should create a completely open path between the product and the ‘Buy’ button. Ensure the button for ‘Add to cart’ is visible; avoid pop-up screens after a shopper clicks the ‘Add to cart’ button. Instead, the cart should be visible when a visitor adds an item to the cart.

  • Clear call to action

  • Your call-to-action tells the visitor the action to take on your site; Sign up, Shop Now, Contact Us or Click here. Don’t distract visitors with too many images or graphics. Seduce them clearly to take your call-to-action and proceed down the conversion funnel.

    Five tips on creating a ‘Call to action’ (CTA) button:

  • Your CTA should be clear, distinct, centralised and well displayed. People shouldn’t need to guess, but should be able to look at the page and know what button to click.
  • Use visual cues to point them in the right direction.
  • De-emphasise other content to highlight the primary CTA.
  • Test everything from font, colour and size.

  • Use the right keyword

  • It’s important to choose your keywords carefully if you plan on using PPC or SEO to drive traffic for your landing page. For example, if your brand sells hair products for black women, you would target keywords for ‘natural hair products’. Popular tools like Ubersuggest, Moz and Google Keyword Planner will help you find top content around these keywords.

  • Write in your own voice

  • When you sound like a human being instead of robot, people love it.  As humans, we connect better to other humans and copy that feels like a personal note to your reader needs to contain various characteristics:

  • Short sentences
  • Everyday language
  • First person writing
  • Conversational
  • Funny
  • Where possible, break grammar rules, but keep it natural

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