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Sarah's top 5 copywriting tips for startup landing pages

Top Copywriting Tips For Startup Landing Pages

Sarah Ellis

Marketing Lead

Updated 21 April 22



Launching a startup is a huge challenge and in the early stages cash is likely to be tight. So, before investing hundreds, or even thousands, of pounds into an all singing all dancing website, you need to figure out if your product or service will actually sell. My advice would be prove demand before you build anything significant.


Cue a landing page.


This is the most cost effective and easiest way to see what interest is out there for your startup's product/service. 


"What's a landing page"? It's a stand alone webpage that a potential customer "lands" on after clicking through from an email, digital ad or wherever you have shared the link.


Here’s our 5 top tips on what to include in your landing page copy to maximise your chances of bagging some leads / customers:


  1. Focus on the benefits of the problem you’re solving, not the product directly.

    Hard selling your product or service can be very tempting from the get-go. However you should work on building a connection with your prospective customers first by getting them to believe in your idea.

    Focus on explaining how your product meets your customers needs by highlighting the benefits of your product/service, i.e. what problem you are solving and how.

    It also pays to go a step further and ask yourself "What is the benefit of that benefit" i.e.  if your product saves someone an hour a day in admin tasks, that's a great benefit, and tying that into what you know about your target audience can produce some great, targeted, copy. "1 hour a day saved from admin. That means you'd have time to start running again...or binge watch that series on Netflix twice as fast".

  2.  Get specific - think about and write for a targeted audience.

    Would you speak to an 18 year old university student in the same way you would a 42 year old Barrister? Knowingly or not, you likely wouldn't. You adapt your tone and deliver your message in a different way based on who you’re speaking to. And that should be the same when doing any form of copywriting.

    Think about your audience. Look at the brands they already engage with. Use language they understand and are comfortable with and remember, wordy jargon is rarely needed so avoid this. Get someone you trust to proofread your copy and feedback if it's full of hotair and BS! Be ruthless, cut as much as you can.

    Most readers will skim your copy until something grabs their attention. So focus on the most important / interesting elements of your offer and make those the headers in your text. 

    Put yourself in their shoes,  or better still interview any early customers, understand why they bought and what was most appealing to them. Ensure these things are visible throughout the page. 

  3.  Don't tell fibs.

    An obvious but important one here. It can be too easy to exaggerate the truth to encourage your audience to buy into your product. For obvious reasons, that is a huge no-no. The last thing you want is a telling-off, or worse, from the Competition and Markets Authority (CMA).

    Make sure you stick to 100% facts when explaining  your offering and what your product/service can do for your reader. If you have an impressive statistic to share, be sure to provide details about how you gathered this data or information too.

  4.  Structure your copy well.

    Readers will likely skim your copy so it is important to structure content in a way that is easy to read, keeps readers engaged and provokes action.

    The AIDA model, which stands for Attention, Interest, Desire and Action, is a great framework to follow when creating copy.

    Attention: Grab your reader's attention early on to encourage them to read more. Getting someone to your landing page is the easy(ish) part, converting them is a whole different story. Make sure you have a killer headline and opening sentence above the fold. Surprise, shock or intrigue is what you're going for here. You have a couple of seconds to hook them (so they don't bounce) and get them to look further through the page. 

    Interest: This is the hardest part. You have your readers' attention but now it’s time to capture their interest in your specific product or service. This is a great opportunity to throw in any bold facts or stats relevant to your startup. Social proof is good here too, if you have good testimonials, feedback or pictures of people using and enjoying your product - get them in here.

    Desire: Sell your product or service based on your readers' specific needs and pain points. Focus on the benefits for your audience if they were to purchase your product, what pain will go away and how will their life improve? Make them think “I need this.”

    Action: Make it clear what you want your reader to do next and initiate action. The next step for them should seem as easy and friction-less as possible for them to complete. A clear call to action button will stand out and show the user what they need to do, and what they'll get out of it.
    Avoid any friction phrases in the CTA.  For example 'Receive my rewards' is better than 'Sign up for rewards'.

  5.  Make sure your page is visually appealing.

    It's not all about the words. Your content should look visually appealing; written in a clear typeface, set on a contrasting background colour and with engaging visuals to support.

    Make your content as digestible as possible for your reader by breaking down the copy into short, snappy paragraphs. Think 2 - 4 sentences per paragraph with images or graphics breaking up long text passages.

    Consider the use of bullet points or numbered lists as an alternative way of delivering information. Also break up text using subheadings and headings.  Remember to structure your content for skim readers and ensure decision making information is bold and easily findable. The more concise the better to keep your page looking nice and tidy!

I hope you've found this blog useful and you now feel ready to create some killer content for your startup landing page. 


If you have any questions about copywriting, feel free to drop them in the comments below. 





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