Landing Page Copy That Attracts Customers

I've been in the copywriting space for 10 years and have generated $100’s of millions of dollars for clients.  Here are the 9 most profitable copywriting lessons I've learned along the way: 1. Most Copy Follows the Same Pattern: Headline → Lead → Body → Offer → CTA. Use this structure for every piece of copy: sales pages, emails, ads—everything. Try this today: Take an existing sales page and rearrange it to follow this flow. Notice how it improves clarity. 2. Stop Selling to Everyone: A hungry niche is far more valuable than a big, lukewarm audience. Identify your top 2–3 customer personas and speak directly to them. Try this today: Rewrite one of your marketing emails to address a single, specific persona’s biggest pain point. 3. Your Headline is King: 80% of your effort should go into writing a headline that stops the scroll. Without a powerful headline, no one reads the rest. Try this today: Write 10 variations of a headline for the same offer. Pick the strongest one (or split-test them). 4. Write First, Edit Later: Separate the creative process (writing freely) from the critical process (editing). More words during writing; fewer words after editing. Try this today: Draft an email or ad in one sitting without stopping yourself, then cut it down by 30%. 5. Make it a Slippery Slope: Headline sells the subheadline → subheadline sells the lead → lead sells the body → body sells the CTA → CTA sells the click. Each section teases the next. Try this today: Structure each element on your landing page to create curiosity for the next. 6. People Care About Themselves: They want to know: “What’s in it for me?” Focus your copy on how your product solves their problems or satisfies their desires. Try this today: Count how many times you say “you” versus “I/we” in your copy. Aim for at least a 2:1 ratio. 7. Embrace the Rule of One: One product, one big idea, one CTA per piece of copy. Avoid confusing your reader with multiple offers. Try this today: If you have multiple CTAs in an email or ad, eliminate all but one to see if conversions improve. 8. Be a Friend, Not a Salesman: Show your personality: use relatable language, humor, empathy. Give value first, then ask for the sale. Try this today: Add a personal anecdote or inside joke in your next email to build rapport and trust. 9. Never Start from Scratch: Use proven frameworks (PAS, AIDA, FAB, etc.) to save time and improve results. Frameworks guide your thinking and help you hit the emotional triggers your audience needs. Try this today: Pick one framework (e.g., PAS) and outline your next sales email before filling it in with copy.

Why your content isn't converting (and how to fix it today!) High traffic ≠ high conversions. I see this heartbreaking scenario all the time: A business celebrates hitting their traffic goals only to discover that all those visitors aren't turning into customers. They've got eyeballs but not buyers. Sound familiar? I recently audited a site getting 50,000+ monthly visitors that was converting at just 0.3%. That's not a typo. Less than one visitor in 300 was taking action. The problem wasn't their offering. It wasn't their design or even their traffic sources. It was their content's complete failure to guide visitors through a customer journey. Here are the three critical conversion killers lurking in your content—and how to fix them TODAY: 🚩 CONVERSION KILLER #1: You're answering questions without addressing emotions ↳Your visitors aren't just looking for information—they're seeking solutions to problems that are causing them real pain. **Quick fix:** Review your top-performing pages and add explicit acknowledgment of the emotional state that brought them there. → Example: "If you're feeling overwhelmed by your business finances and worried you're missing major tax deductions, you're not alone." 🚩 CONVERSION KILLER #2: You're not addressing objections ↳Every potential customer has mental barriers preventing them from taking action. When your content ignores these objections, you're asking visitors to make an unreasonable leap of faith. **Quick fix:** Add an FAQ section to key landing pages that directly addresses the top 3-5 concerns your prospects typically raise. → Example: "Is this right for me if I've never invested in real estate before?" or "What if I don't have time to implement this strategy?" 🚩 CONVERSION KILLER #3: Your next steps are unclear or uninspiring ↳ Too many websites end great content with wimpy calls-to-action that feel like afterthoughts. **Quick fix:** Replace generic CTAs like "Contact us" or "Learn more" with specific, benefit-driven language that connects to their desires. → Example: Instead of "Schedule a call," try "Get your custom retirement roadmap in 30 minutes" The businesses we've helped make these simple adjustments have seen conversion increases of 30-70% without changing their traffic strategy at all. One financial advisor implemented just the objection-handling fix and saw their consultation bookings double in two weeks. Here's the truth: Visitors don't magically convert themselves. Your content needs to deliberately move them from interest to action by addressing what they're thinking and feeling at each stage. ✚ Follow Samantha Hawrylack, MBA for all things SEO, copywriting, email marketing, content marketing, and digital growth. I’m on a mission to help brands scale with data-driven marketing strategies that generate massive visibility and effortless sales while having lifestyle freedom.

I’ve spent $25M+ on ecommerce ads this year. My job is to make them perform better. The truth is that it’s not that complicated. -> Make the ads better. -> Make the landing pages better. Here are 20 tactics I use to make that happen. Make the ads better: - Always use a thumb-stopping hook - Invert the introduction - Use a framework to tell a story - Cut anything that doesn’t advance the story - Sell a dream outcome - Demonstrate step-by-step how your product helps deliver the outcome - Edit with the heartbeat method - Research brand reviews to uncover new angles - Research competitor reviews for MOF/BOF content - Drive 1 key call to action Make the landing pages better: - The headline is everything - Tease your social proof above the fold - Summarize the 3 USP’s above the fold - Make the hero image sell the outcome - Define the problem in the most specific way possible - Ensure the page is skimmable - Inject an overwhelming amount of social proof - Leverage comparison charts - Address and explain away each objection - Drive it home with a no-brainer offer Ecomm marketers: what are some other ways you’re improving ad creative and landing pages?

In 2 years, Olly & Wilson built a $400k SaaS biz. The crazy thing? They’ve acquired ~70% of their customers by “building in public” on Twitter. However, they recently started experimenting with lead magnets & newsletter ads... And this got me curious. So I spent 10 hours studying their lead magnet funnel. And I found 4 landing page mistakes that could be costing them hundreds of subscribers. Here's how I'd fix them: MISTAKE #1: No Outcome Promise The first rule of copywriting? Sell benefits, not features. Everyone has heard that. But, it’s the first rule most people break when they start writing copy. So, the first thing I did when I started rewriting this landing page? Changing the headline. The original headline: “Free download: teardowns of 10 creator landing pages.” My new version: “Get More Sales & Email Signups From Your Landing Pages (without hiring expensive copywriters).” People don't care about the "flight." People only care about the "vacation." So, focus on the vacation. MISTAKE #2: No Lead Magnet Name People value tangible things more than they value intangible things. Which is why you want to make your lead magnet feel as *tangible* as possible. Now, how do you do that? The first step is to *name* it something. So that's exactly what I did. I broke down the value prop of the lead magnet & came up with a name based on that (using ChatGPT). Then, I swapped out the "Free download" header & replaced it with the new lead magnet name: “The Creator Conversion Playbook.” See the difference? Giving the lead magnet a name makes it feel like a product—instead of just another "free download." MISTAKE #3: Blocky Sub-Headline The sub-headline section had one main issue: It was too "blocky" and not easy to skim at all. To fix this, I: • Simplified the copy • Turned both paragraphs into a bullet list • Bolded the most important parts of the copy That way, people can instantly "get" what's in it for them. Another subtle upgrade I made? I name-dropped 2 big creators who're featured in the lead magnet to inject social proof into the copy. MISTAKE #4: No Objection Handling Remember the new headline I wrote? Well, there's one subtle thing I did there (which I didn't talk about earlier): I added an "objection handler" at the end: "without hiring expensive copywriters." Now, why did I do that? Because when someone lands on your landing page, they instantly come up with a bunch of reasons to NOT sign up for your lead magnet. (This usually happens subconsciously, btw.) So to maximize your opt-in rates, you need to address your readers’ biggest objection somewhere in your copy. And that's it! Now it's your turn: Which of these upgrades are you going to implement on your own landing page? Let me know below 👇 P.S. Want a copy of the ChatGPT prompt I used to come up with their lead magnet name? Drop a 🤖 emoji & I'll send it over!

Here’s why your offers aren’t getting the attention they deserve. It’s not because your product isn’t good enough. It’s because your message isn’t landing. Most businesses focus too much on what they’re selling. But here’s the secret: It’s not about your product—it’s about your customer. What’s in it for them? How will it make their life easier, better, or more exciting? Your copy should be so clear, so compelling, that your audience feels like you just get them. Here’s how you make your offers irresistible: 1) Lead with emotions, close with logic. People buy with their feelings first. Then they justify it with facts. 2) Speak their language. Skip the jargon. Use the words your customers would use to describe their problems and dreams. 3) Highlight the transformation. Don’t just tell them what your product does—show them how it will change their life. 4) Create urgency. No one moves without a reason. Give them a reason to act now. 5) Remove the risk. Make saying “yes” feel easy. Offer guarantees or risk-free trials. And remember: Good copy isn’t about being clever. It’s about being clear. It’s about showing your audience why your offer is exactly what they need—and nothing less. What’s your biggest challenge when it comes to writing copy? Let’s chat in the comments 👇

"Why doesn't my landing page convert?" Here's why 👇 An empty page with a form will not cut it for most buyers. You need to earn their purchase. To do so, you must bring them through these 5 steps before they convert. 1] 𝗠𝗮𝗸𝗲 𝗪𝗵𝗮𝘁 𝗬𝗼𝘂 𝗗𝗼 𝗜𝗻𝘀𝘁𝗮𝗻𝘁𝗹𝘆 𝗞𝗻𝗼𝘄𝗻 Make it clear what you do, who you serve, and how you make lives better. Have a visual that continues the message and brings in attention. Headline Formula: [What You Do] + [Outcome] Headline Example: Unlimited Copywriting That Converts Subheadline Formula: We help [Audience] + [Value Prop 1], [Value Prop 2], [Value Prop 3], with [What You Do] Subheadline Example: We helped B2B SaaS companies lower staff costs, go to market faster, and convert more demos with unlimited copywriting. 2] 𝗗𝗲𝗺𝗼𝗻𝘀𝘁𝗿𝗮𝘁𝗲 𝗘𝗺𝗽𝗮𝘁𝗵𝘆 Customers want to feel seen. Make it clear you understand where they are and what they deserve. Empathy Headline Formula: [Question] + [Deep Rooted Concern] Empathy Headline Example: Do you have an amazing product but struggle to communicate it's true value? Empathy Subheadline Example: Every word on your website is an opportunity to connect with your ideal customer. Finding the right combination of trust, education, and pulsation with your copy is no easy task. You need the right partner to help guide you to a copy strategy that will resonate with your ideal customer. 3] 𝗕𝘂𝗶𝗹𝗱 𝗧𝗿𝘂𝘀𝘁 Customers need to feel comfortable working with you. You need proof. Your landing page should include: – Testimonials – Case Studies – Client Logos – Press Logos – Data Use these to your advantage to back up claims. Don't leave them isolated to a single section. 4] 𝗦𝗵𝗼𝘄 𝗔𝘂𝘁𝗵𝗼𝗿𝗶𝘁𝘆 Make it obvious why you're the right choice. Communicate how you've solved these problems for people just like them. Authority Formula: We Help [Customer Industry] + [Path Forward] Authority Example: We help B2B SaaS companies write copy that communicates their value and prompts action. We helped [Client Name] lift their demo requests by [Specific Value] by re-writing their homepage. Check out the full case study. 5] 𝗠𝗮𝗸𝗲 𝗡𝗲𝘅𝘁 𝗦𝘁𝗲𝗽𝘀 𝗖𝗿𝘆𝘀𝘁𝗮𝗹 𝗖𝗹𝗲𝗮𝗿 Not only should you make it crystal clear what the next step is, make it known what the cost of inaction is. Action Headline Formula: [Value] + Starts Now Action Headline Example: Your path to better copy starts now Inaction Examples: You lose opportunities every time a customer fails to resonate with your copy. Stop wasting time and ad budget on bad copy. --- Want a high-resolution PDF version of this lesson? Comment "LANDING PAGE LIFT"

Great Landing Pages: Making Your Customer the Hero 🌟 "Good marketing makes the company look smart. Great marketing makes the customer feel smart.” – Joe Chernov Great landing pages do more than just sell; they make your customer the hero of their journey. Here’s how to craft landing pages that empower and resonate with your audience: 1. Clear Value Proposition Focus on what the customer can achieve with your help. Make them the central figure in your story. 2. Empowering Visuals Use images and videos that show customers overcoming challenges and achieving their goals with your product. 3. Engaging Content Tell a relatable story that mirrors your customer's journey. Speak directly to their experiences and aspirations. 4. Persuasive CTAs Encourage action with benefits-oriented language. Think “Start Your Journey to Success” instead of “Sign Up Now.” 5. Trust and Credibility Feature testimonials and case studies to build trust. Let customers see themselves in these success stories. 6. Seamless UX Ensure your page is easy to navigate, loads quickly, and is mobile-optimized. A smooth experience keeps the focus on the customer’s journey. Make Your Customer the Hero Effective landing pages make customers feel smart, capable, and empowered. By positioning them as the hero, you enhance their experience and boost conversions. Ready to turn your customers into heroes? Let’s connect and transform your landing pages today! #DigitalMarketing #CustomerJourney #LandingPageOptimization #MarketingStrategy #CustomerFirst