Design attracts attention, but copy closes the deal. The words on your landing page are the salesman. If they are boring, confusing, or self-centered, your visitor will leave.
Here are powerful psychological hacks to write copy that converts.
1. Focus on Benefits, Not Features
Features are what your product does. Benefits are what your customer gets.
- Feature: "1TB Storage"
- Benefit: "Keep all your family photos safe forever."
People buy better versions of themselves, not products.
2. Use "You" focused Language
Count the number of times you say "We," "Our," or "I" on your page. Now count the times you say "You" or "Your." The ratio should be heavily skewed toward "You." Talk about their problems, their goals, and their life.
3. The "Even If" Clause
Address objections immediately within your headlines or bullets.
"Lose weight fast, even if you hate exercise."
"Build a website in minutes, even if you have zero coding skills."
This disarms skepticism instantly.
4. Power Words
Certain words trigger emotional responses. Sprinkle these into your copy:
- Free
- Instantly
- New
- Proven
- Secret
- Because (Giving a reason increases compliance, even if the reason is weak)
5. Specificity Builds Trust
Vague claims sound like marketing fluff. Specific claims sound like facts.
- Vague: "We help you save money."
- Specific: "Our average customer saves $342 in their first month."
Conclusion
Great copy is a conversation. It anticipates the reader's questions and answers them. It empathizes with their pain and offers a clear solution.
Want to audit your landing page copy? Book a consultation with us.