Copywriting Elements To Test On Your Landing Page

Copywriting Elements To Test On Your Landing Page


Ever heard the term, you do not get another chance to make a first impression?

This saying rings true—first impressions matter, especially for landing pages. 

The first impression website visitors get about your landing pages matter so much, and they’ve been proven to increase conversion rates and profits when they are properly created.

Believe it or not, first impressions matter, especially in business. 

What you do first to get your potential customers’ attention sets the stage for what’s to come.

It’s more than a simple design with a call to action (CTA). 

You want your landing pages to be so convincing, eye-catching, and engaging that they scream “YOU NEED THIS!” to every website visitor. 

A well-designed landing page is an incredible tool when used properly, and it can increase your numbers fast. 

So, how impressive are your landing pages?

In digital marketing, a landing page is created for a specific marketing or advertising campaign as a separate, distinct web page with a single call to action (CTA). 

Your website visitor is redirected to your landing page after they click on the CTA link provided in your emails and more. 

Most of your business ads on social media reroute your target audience to your landing page. 

It’s every marketer’s secret tool to gaining their target audiences!

It’s an integral part of marketing for generating quality leads and increasing your conversion rates. When you use a well-designed landing page correctly, it becomes an incredible tool to get your potential customers’ attention, convert traffic, and maybe even boost sales from your online marketing campaign.

Why Your Landing Page Is Important 

So, why are landing pages worth the trouble? 

Why do you even need to have one in the first place?

If you think your landing page is dispensable and doesn’t require any detailed attention because it’s a standalone page, we’ve got a few reasons you should consider.

  1. It helps you generate leads – Landing pages are critical in helping you turn visitors into leads, move them through your sales process, and convert them into new customers.
  1. It helps you collect necessary prospects’ details – Your visitors are required to fill out a form to access the information you provide. With their contact information and data, you can collect the information you need to build your email list and boost sales.
  1. It enables you to track essential data and monitor the progress of your marketing offers – these data include time on the page, the conversion rate, exits or bounces, and the number of leads generated from the landing page.
  1. It pushes your prospects to take a specific action – there are no distractions or disruptions that will contend with your prospects’ attention. Instead, there’s just one goal, one call to action that they are required to take. 

As an eCommerce entrepreneur, it means you have greater control over what your target audience does with the information and options they’re presented with.  

With your landing pages, the more visibility you get, the higher the conversion rate and the better your ROI.

Now that we’ve discussed the importance of a landing page in detail let’s look at the copywriting elements you can test on your landing page to make it function more effectively. 

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Five Copywriting Elements To Test On Your Landing Page

You’ve spent long hours optimizing your landing pages, hoping for high conversion rates, but a visitor lands on one of your landing pages, scrolls through, and clicks away.

Does this scenario sound familiar? 

One of the best ways to improve lead generation and conversion is by running tests on your landing pages.

Regardless of all the methods you employ to make your landing pages conversion worthy, like the page length, button colors, the best offers, and more. If the copy isn’t articulate, convincing, direct, and easy to understand, it will all be a waste of effort and resources.  

Excellent landing page copywriting leads to high conversions. 

You need conversational copies that convince your website visitors that you know your stuff. 

Your landing page copy includes adequate information about your product or service to your potential customers. It informs them about the benefits and reasons to believe that it’s the solution they require to prove that your business is as authentic as you claim it to be.

The following copywriting elements play important roles and can affect your landing page’s overall performance and success.


Like first impressions, your headline is a crucial element on your landing page and the first thing a visitor sees when he/she gets redirected to your page. Your headline needs to capture attention from the start, and it drives your visitors to convert. It needs to be more than an overview of your page, and it needs to pique your visitor’s interest.

They need to be clear, precise, informative, enticing, and direct so your visitor knows what your page and business are about in five seconds. It should draw your reader in with a compelling promise.

Your headline must answer two crucial questions to increase conversion – ‘What’ and ‘How.’

  • What is it?
  • How is it helpful to me?

If your headline fails to answer these two questions, it could be the end of any conversions. 

When you understand your target audience’s interests and pain points, writing a great headline will come with ease. For your business to thrive, you need to know what your audience wants the most! Understand your buyer personas.

Then give them reasons to believe without a doubt that you can deliver the solution they need through an enticing headline that will make them want to take the time to read.

It makes testing the different variables in your headline, like the placement, tone, and length, an easy process.


Your sub-headings are equally important as the headlines. Your sub-heading is an extension of the headline that reinforces and supports it and highlights your unique value proposition (UVP).

Does your sub-headlines give your visitors a clearer understanding of your offer and support the same single goal of your call-to-action (CTA)?

It has to tell your target audience exactly what they can expect if they take up your offer.

When used effectively, it breaks down the message in your headline and keeps your visitor engaged with the message you are trying to pass across. It complements the heading, and it provides a clearer understanding of what your product or service does so they can click the call-to-action button right away. 

If you are using the sub-headings in your landing page copy, the font size should be smaller than the headline. Your subheadline should meet your visitors’ expectations by maintaining your message. 

Five Copywriting Elements To Test On Your Landing Page 
Five Copywriting Elements To Test On Your Landing Page 

Body Copy 

Your copy is an essential element of your landing page. It’s important to note that we live in a fast-paced world, and people rarely have the time to read long sentences or paragraphs. Visitors want to be able to skim over your copy and get the message as quickly as possible.

Your body copy should be clear, short, direct to offer the solution your visitors require. 

It should emphasize the benefits of your product or service rather than the features. 

Your visitors ultimately care more about what’s in it for them rather than how your product or service works. 

When writing your copy, being concise and straightforward is essential. You need to use the same words as your target audience so your copy will resonate with them. Understand that your target audience is searching for products and services that can enhance their everyday life.

Note that your tone and voice provide your target audience with a glimpse into your brand’s personality, and one of the goals of your copy is to provoke the right emotions.

Your copy has to position your customer as the hero of your landing page and show what they’ll get out of choosing you over the competition. In short texts, it has to explain how your business solves their problem.

To achieve the most of your body copy, writing it in bullet points is the most preferred method to display the content your copy offers, and it’s guaranteed to get you positive results. 

Know that when your target audience can quickly understand what you’re offering through your copy, they’ll be able to assess whether it’s right for them, and it can help you convert more qualified prospects who will become customers.


We all appreciate visually appealing images. Images enhance the way your website visitors engage with your offer just as your copy can. It’s also important to ensure that the images you use are relevant to your business and every element of your landing page. So, ask yourself these questions – 

  • On your landing page, are you implementing images the right way? 
  • Does your landing page imagery evoke the right emotions in your target audience?
  • Is it an image of someone using your product or service to demonstrate how it works?
  • Are you using random images that might distract your visitors from the real purpose of your landing page?

The right images can help you increase your landing page’s effectiveness and its purpose towards driving conversions.

Don’t forget about alt text in your image.

It’s a simple and helpful way to improve your SEO ranking, and if your image breaks, it can still be identified to show your description text to visitors.

Call To Action

Another vital element to test on your landing page is your call to action (CTA) 

What’s the ultimate goal of your landing page? 

Opt-in to your email list? Make a purchase? Redirect to your website?

Your CTA is the tipping point between bounce and conversion.

It’s the action you want to enforce on your visitor after he/she has viewed the landing page and how you write this request impacts the number of visitors who actually follow through with it.

It needs to be convincing, strong, and solid to offer something your target audience actually wants. Does your landing page CTA create a sense of ‘act now’ or ‘fear of missing out’ (FOMO)?

When crafting your call to action, don’t use generic CTA’s like “Start Your 30 Day Trial”; instead, use persuasive adjectives that make your visitors claim ownership like “Start My 30 Day Trial.” 

It is crucial to ensure that your CTA is inciting action versus causing more confusion. Ensure that your message in the CTA and the heading correspond and your copy reflects what you’ve promised in your call to action. So it doesn’t leave your website visitors wondering whether the CTA is linked to the wrong page.


Testing these five copywriting elements will have the most significant overall impact on your landing pages’ performance. These are some of the vital aspects of your landing page that can drive conversions, and if you want to find out how your website visitors interact with them, you need to perform A/B testing to collect valuable analytics.

Remember that effective landing pages must also have well-structured content to increase the conversion rate. 

Every detail matters, as it has an impact on your website visitors’ decision. 

Test these copywriting elements to optimize your landing pages and increase your landing pages’ chances of becoming your biggest conversion tool.

Need help optimizing or designing conversion-led landing pages for your business? 

Reach out to us. We’ll be glad to help you create copies and content for your landing pages that deliver! 

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