What is landing page copy?
Landing page copy is the writing on a single page built to get one action from someone who arrived from an ad, an email, or a search result. It’s distinct from website copy because the reader came with a specific expectation, and the page either keeps that promise or loses them.
What it has to do
Pick up where the ad left off, in the same language. Answer the objection the reader arrived with. Give them exactly one thing to do. A landing page is a funnel, not a brochure, and anything on it that isn’t moving the reader toward the action is working against it.
Long or short
Depends on the product and the price. A cheap, familiar product converts in a screen. A new or expensive one needs room to build trust and handle objections, which is why long-form landing pages exist.
Example
The Avenova landing page is a long-form page for a regulated product, structured to convert inside FDA claim limits.
Related
Landing page copywriting services
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