Landing page copywriting
A landing page has one job, and it’s measured on whether it did it. Someone arrived from an ad, an email, or a search with a specific expectation, and the page either keeps that promise or loses them.
That’s the whole discipline. Everything else on the page is in service of the handoff.
What makes a landing page convert
It picks up where the ad left off. The headline should finish the sentence the ad started, in the same language, so the reader never wonders whether they’re in the right place.
It answers the objection before it’s asked. Every product has a hesitation attached to it: price, trust, fit, whether it’ll work for someone like me. The page that converts names that hesitation and resolves it instead of describing the product and hoping.
It gives the reader one thing to do. Multiple CTAs, competing offers, and links out to other pages all leak attention. A landing page is a funnel, not a brochure.
Long-form or short
Depends on the product and the price. A cheap, familiar product can convert in a screen. A new or expensive one needs room to make the case, handle objections, and build enough trust to justify the ask. Length isn’t the variable. Whether every section is doing work is.
When the claims are constrained
Supplements, skincare, personal care, and anything health-adjacent can’t say whatever converts best. I’ve written long-form landing pages for an FDA-cleared product where every claim had to survive review and still sell.
Work
Avenova DTC landing page, written inside FDA claim constraints
Frequently asked questions
Why is my landing page getting traffic but not converting?
Usually because it isn’t keeping the promise the ad made. The ad got the click with one message, the page opens with a different one, and the reader feels the gap. The second most common cause is a page that describes the product instead of answering the objection.
How long does it take to write a landing page?
Usually one to two weeks for a first draft. Most of that is the brief rather than the writing. Regulated categories take longer because the copy goes through review before anything is final.
Do you write the landing page and the ads that drive to it?
The two should be written together, so yes when the project allows it. A landing page written without knowing what the ads promise is a guess.
Tell me what your copy needs to do
Email: hello@greenwagonmedia.com
Call or text: (631) 210-7282