Your landing page is your online storefront. A strong one can turn visitors into customers, while a weak one drives them away. Here’s what you need to know:

• Clear Value Proposition: Answer "Why choose us?" with benefits, not features.
• Benefit-Focused Headlines: Show how you solve customer problems upfront.
• Social Proof: Add reviews or testimonials to build trust.
• Strong CTAs: Use action-driven, specific phrases like "Save Now" or "Start Today."
• Scannable Content: Use short paragraphs, subheadings, and bullet points for easy reading.
• Customer Pain Points: Address their challenges directly.
• Test & Improve: A/B test headlines, CTAs, and layouts for better results.

Quick Comparison

These tips are simple but effective. Start by tweaking one element – like your headline or CTA – and measure the results. Even small changes can make a big difference.

Landing Page Copywriting Template: Craft Copy That Converts

1. Write a Clear Value Proposition

A value proposition answers the critical question: "Why choose us?" For small businesses, this single statement can be the difference between gaining a new customer or losing them to a competitor with a bigger marketing budget.

Speak to SMBs’ Needs and Challenges

Small businesses often struggle to define what makes them stand out. Many focus too much on features instead of benefits, or they create vague statements that could apply to anyone in their industry.

Here’s a common pitfall: focusing on generic, tangible benefits. Take this example: "We provide automotive solutions." It’s broad and forgettable. Now compare it to Colors on Parade’s message: "Fast Fixes for Your Fast-Paced Life." This immediately communicates the benefit – quick car repairs – while addressing a specific pain point: saving time.

Boosting Conversion Rates

A strong value proposition can have a measurable impact. MECLABS found that crafting a detailed value proposition increased conversions by 32%. For small businesses, this can be even more impactful. Why? Because 68% of B2B companies rely on landing pages to generate leads. When every visitor matters, a clear and compelling value proposition becomes essential for maximizing return on investment.

Instead of making vague claims like "the best" or "most reliable", focus on solving real problems. For example, explain how your product or service saves time, cuts costs, or improves efficiency. Clear, measurable benefits resonate more with potential customers and make your offering stand out.

Easy to Implement for Small Teams

Creating a value proposition doesn’t have to be overwhelming, even for small teams. Start by understanding your audience’s pain points, goals, and values. Small business owners often have the advantage of being closer to their customers, giving them unique insights into what matters most.

Keep it short – ideally one sentence. A concise message forces you to focus on what’s truly important, making it easier for customers to understand your unique value quickly.

The key? Highlight results, not features. Instead of listing what your product does, show customers what they’ll achieve by using it. Before finalizing your value proposition, run it by teammates or even a few customers. This step ensures your message resonates and avoids costly missteps.

2. Focus Headlines on Customer Benefits

Your headline is the first thing most visitors notice – and for many, it’s the only thing they’ll read. In fact, while 8 out of 10 people will glance at the headline, only 2 out of 10 will continue reading. For small businesses, this makes crafting benefit-driven headlines absolutely essential. Let’s dive into how to create headlines that directly address your customers’ needs.

Addressing SMBs’ Unique Challenges

Small businesses often operate within tight geographic boundaries, facing stiff competition and high advertising costs. In such a landscape, every visitor counts. A weak or generic headline could mean losing a valuable lead.

Instead of using a bland headline like "Professional Accounting Services", go for something that highlights the customer’s benefit, such as: "Cut Your Tax Preparation Time in Half."

"Highlighting benefits in headlines boosts conversions." – rodion.digital

When someone searches for a plumber, they’re not just looking for any plumbing service – they want someone who can fix their issue quickly and reliably. Your headline should reflect that urgency and reliability.

How It Impacts Conversions

Focusing on benefits can significantly boost conversions. According to Unbounce, headlines that emphasize positive outcomes outperform those framed as questions or in a negative tone. A positive, benefit-driven headline can increase conversions by over 40%.

In fact, businesses that prioritize benefit-focused headlines have reported conversion rate improvements ranging from 30% to as high as 190%. These numbers highlight just how powerful a well-crafted headline can be.

Simple Steps for Small Teams

The good news? You don’t need a marketing degree or a big budget to create effective, benefit-focused headlines. Start by asking yourself, "What’s in it for the customer?". This question shifts the focus from product features to customer outcomes.

A practical tool for this is a feature-benefit matrix. In one column, list your product or service features. In the next, translate those into customer benefits. For example, "24/7 customer support" becomes "Get help whenever you need it".

Keep your headlines clear and straightforward. A headline like "Save $200 on Your Monthly Energy Bill" will almost always outperform something overly clever or vague.

Finally, test your headlines. Small businesses can run simple A/B tests by swapping out headlines and tracking which version leads to more calls, form submissions, or sales. Even small adjustments can make a big difference.

3. Add Social Proof to Build Trust

When visitors land on your page, they’re often asking themselves one big question: “Can I trust this business?” Social proof answers that question by showing them that others – people just like them – have already chosen your business and had positive experiences. This is especially important for small and medium-sized businesses (SMBs), where building trust can be more challenging.

Why Social Proof Matters for SMBs

SMBs face unique hurdles when it comes to trust. Unlike established brands, they don’t always have the luxury of instant recognition. But here’s the thing: 93% of consumers say online reviews influence their purchasing decisions. That means reviews, testimonials, and other forms of social proof aren’t just helpful – they’re essential.

The stats back this up: 91% of people aged 18–34 trust online reviews as much as personal recommendations. And 83% of people trust reviews more than traditional ads. For SMBs with limited budgets, customer testimonials can often achieve what expensive ad campaigns can’t.

Take local businesses as an example. If someone searches for “plumbing services near me,” they’ll likely see multiple options. The business with glowing 5-star reviews, customer photos, and real testimonials will stand out. Reviews don’t just build trust – they drive action. 50% of consumers visit a company’s website after reading positive reviews.

"Social proof is one of the most powerful tools of persuasion that sellers can employ on their sites. Getting others to promote you is infinitely more effective than just promoting yourself." – Jon MacDonald, Founder and President of The Good

How Social Proof Boosts Conversions

The impact of social proof on conversions is massive. For example, testimonials alone can increase conversion rates by 34%, and displaying reviews can lead to a 270% boost in conversions. Even a small number of reviews can make a difference – having just five reviews increases the likelihood of a purchase by nearly 4X.

Sometimes, even minor changes can pay off. In one A/B test, simply adding a client logo to a landing page led to a 69% increase in conversions. For e-commerce businesses, reviews are even more critical. Products with reviews see a 12.5% higher conversion rate, and adding customer reviews can increase sales by up to 18%.

Authenticity plays a key role here. 86% of consumers say authenticity is a major factor in deciding which brands to support. And 60% believe user-generated content (UGC) is the most genuine type of content. This shows that real testimonials and authentic customer stories can give SMBs a much-needed edge.

Simple Ways to Get Started

The best part? You don’t need a big marketing team or fancy tools to start using social proof. Most small businesses already have happy customers – you just need to ask for their feedback.

Start by gathering what you already have. Check platforms like Google, Facebook, Yelp, and G2 for positive reviews. Take the best ones and add them to your landing page. Interestingly, 68% of people trust reviews more when there’s a mix of positive and negative feedback, so don’t shy away from including a few 4-star reviews alongside your perfect 5-star ones.

Timing is everything when collecting new testimonials. Ask for reviews shortly after a customer makes a purchase or completes a service, and include a direct link to your review page. A simple email like, “We’d love to hear about your experience!” sent 3–7 days after the transaction often works wonders.

Make your testimonials feel real. Include details like names, job titles, photos, and star ratings. For instance, a review from “Sarah M., Small Business Owner,” paired with her photo, carries far more weight than an anonymous quote. Research from CXL shows that testimonials with photos are much more memorable than those without.

Leverage free tools to showcase your social proof. Many review platforms offer widgets you can embed directly on your site. You can also use social media mentions as user-generated content or display client logos in a “trusted by” section to enhance credibility.

For example, tools like Robust Branding‘s social proof widgets make it easy to integrate customer endorsements into your site. Even adding one testimonial to your landing page can make a noticeable difference. Test different types of social proof to see what resonates most with your audience. Over time, these small efforts can add up, making your page more compelling and trustworthy.

4. Write Strong Calls-to-Action

A strong call-to-action (CTA) is just as important as a clear value proposition or benefit-driven headline. It’s the moment where curiosity turns into commitment – where visitors decide whether to engage further or leave your site. For small businesses, getting this right can mean the difference between thriving online or having a website that doesn’t deliver results.

Why CTAs Matter for Small Businesses

Here’s a surprising stat: 70% of small business websites don’t have a CTA at all. Imagine running a store without a checkout counter – it’s the same missed opportunity. With limited resources and smaller teams, every visitor matters. A well-placed, effective CTA helps ensure potential customers don’t leave without taking action.

Too often, small businesses settle for generic CTAs like “Buy Now.” But a great CTA does more than just tell someone to act – it guides them through the process, addresses their concerns, and makes the next step feel easy and worthwhile.

Take Joe’s Coffee Shop, for example. They replaced a basic “Order Now” button with “Order now for next-day pickup”. This simple tweak highlighted convenience and set clear expectations, leading to a noticeable boost in online orders. The new CTA wasn’t just a prompt – it emphasized the benefit of clicking.

"A call to action is more than a website button – it’s your direct line to encouraging users to act, whether that’s signing up for a free trial or making a purchase." – Neil Patel, Co-Founder of NP Digital & Owner of Ubersuggest

The Numbers Behind Better CTAs

Personalized CTAs outperform generic ones by a whopping 202%. Even small changes can make a big difference. For instance, switching from a text link to a button can increase click-through rates by over 32%, while using second-person pronouns like “you” or “your” can boost them by 42%.

Word choice plays a big role, too. Power words in CTAs can increase conversions by almost 13%. For example, Billshark saw improved results by changing their CTA from “Get Estimate” to “Save Now!” – a clear, benefit-driven message. Adding reassurances like “No credit card required” can also ease doubts and increase conversions by 124%.

Simple Steps for Small Teams

You don’t need a big budget or tech expertise to improve your CTAs. Start by focusing on the basics:

• Use strong, action-driven verbs like “Get,” “Start,” “Join,” “Save,” or “Discover.”
• Keep your CTA short – aim for 2–5 words.
• Create urgency with words like “now” or “today”.

For example, CloudSpot improved engagement by tweaking their CTA from “Get OUR app” to “Get YOUR App” – a small change that made a big impact by making the message more personal.

Placement matters, too. Keep CTAs above the fold, repeat them across your site, and use bright, eye-catching colors to draw attention . Wealthsimple’s “Start earning” is a great example of a CTA that focuses on the value customers want, not just the action they need to take.

If you’re a local business, consider tailoring CTAs to your audience. Smith’s Boutique, for example, uses “Book a Virtual Styling Session” to appeal to their specific market, combining urgency and relevance.

Test, Refine, and Repeat

A/B testing is your best friend when it comes to CTAs. Experiment with small changes – like colors, wording, or placement – and track how they perform. Start simple, measure the results, and refine based on what works best for your audience.

Remember, the best CTAs are clear, specific, and enticing. They guide visitors toward their next step while answering the all-important question: “What’s in it for me?”

If you’re unsure where to start, tools like Robust Branding’s web design services can help you test and implement different CTA strategies without needing a full development team. The key is to keep improving – small changes can lead to big results when done right.

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5. Make Your Copy Easy to Scan

Your landing page might have a great value proposition and highlight compelling benefits, but if visitors can’t quickly find what they need, they’ll leave before taking action. In fact, 79% of users scan content rather than read it. For small businesses competing for attention online, making your copy easy to scan isn’t just helpful – it’s critical for keeping visitors engaged. Scannable content improves user engagement and boosts conversion rates, as explained below.

Why Scannable Copy Matters for Small Businesses

Small businesses often juggle multiple responsibilities, including managing their website content. The temptation to cram all the information onto one page can lead to dense blocks of text that overwhelm visitors. Since most users decide in seconds whether your page is worth their time, poor formatting can cost you potential customers. And for small businesses working with tight marketing budgets, every lost lead can hurt.

The good news? You don’t need to overhaul your entire website to make your copy scannable. It’s all about organizing your content so key points stand out.

How Scannable Copy Impacts Conversions

The stats speak for themselves: Scannable copy improves readability by 57%. Crazy Egg saw a 30% increase in conversions simply by simplifying their content to make it easier to scan. A clear structure not only keeps visitors on your page longer but also lowers bounce rates and increases conversions. Plus, since search engines consider time spent on a page, scannable content can boost your search rankings.

This is especially crucial for mobile users, who now make up the majority of web traffic. Readable, well-structured text is key to mobile-first indexing.

Simple Ways to Make Your Copy Scannable

You don’t need a design degree to implement these techniques. With a few formatting tweaks, you can make your content more accessible and engaging:

• Break up paragraphs: Short paragraphs (four to five lines max) create breathing room and avoid overwhelming visitors. Melyssa Griffin, for instance, uses concise paragraphs to keep her content approachable.
• Use descriptive subheadings: Instead of generic titles like "Our Process", use specific ones like "How We Deliver Results in 30 Days" to guide readers. Hello Alfred does this effectively, helping visitors find the information they need quickly.
• Leverage lists: Bullet points or numbered lists make features and benefits easy to digest. CoSchedule, for example, uses bullet points to highlight key details without overwhelming the reader.
• Simplify your language: Avoid jargon and aim for clarity, much like HubSpot does. Writing at a Grade 8 reading level ensures your message is accessible to a broader audience. ANOVA uses short, clear sentences to maintain professionalism without being complicated.
• Incorporate visuals and white space: QuickSprout uses images to break up text, while OPI relies on white space to make pages less cluttered and easier to navigate.
• Choose readable fonts: Typography matters. Caitlin Bacher opts for clean, easy-to-read fonts, while Neil Patel uses bold and italics sparingly to emphasize key points without overwhelming the page.

For small teams managing multiple priorities, these changes can be introduced gradually. Start by breaking up long paragraphs, then add subheadings, and finally adjust typography. Each step builds on the last, creating a more effective and user-friendly landing page without requiring a major time commitment.

If you’re short on time or resources, consider working with services like Robust Branding, which can help optimize your landing pages for readability and conversions without needing in-house expertise. Small adjustments can lead to big results, keeping visitors engaged and driving better outcomes for your business.

6. Address Customer Problems Directly

Great landing page copy zeroes in on your customers’ everyday struggles. Instead of listing all the things your product can do, focus on why your customers need it by tackling their pain points head-on. This approach is key to creating copy that truly converts.

Relating to SMBs’ Challenges

After establishing clear calls-to-action and scannable content, the next step is identifying customer challenges. Small businesses don’t need big budgets for research – your best insights often come from the conversations your team already has. Sales reps, customer service staff, and support teams hear customer frustrations daily. These real-life interactions reveal the problems your business solves.

"The advertising man [or woman] studies the consumer.…They learn what possible buyers want and the factors which don’t appeal. It is quite customary to interview hundreds of possible customers." – Claude Hopkins

Start by asking your current customers about the struggles they faced before finding your solution. Yet, 82% of marketers lack a structured discovery process for client projects, meaning many miss out on valuable insights that could sharpen their messaging.

You don’t need fancy tools to gather this information. Set up Google Alerts to track industry chatter. Dive into LinkedIn, Reddit, and Quora to see what your audience is discussing. Check out reviews on platforms like G2 and Capterra to hear how customers describe their problems in their own words.

Why This Approach Boosts Conversions

When you address customer problems directly, conversions improve. Landing pages that tackle common objections see 80% higher completion rates, and those with a clear unique value proposition perform 30% better than generic ones. For small businesses, where every conversion counts, this can make a big difference.

This works because it builds trust and shows empathy. When visitors feel understood, they’re more likely to believe you can solve their problems. This connection is critical, especially since only 22% of businesses are satisfied with their conversion rates. Many companies struggle here, but addressing pain points can change that.

"Your landing page must address your audience’s questions. That’s the reason they’re visiting your page – for the solutions to their problems." – Murphy Irehovbude, Microsoft & UNESCO-Certified Online Tutor

Simple Steps for Small Teams

The best part? You don’t need to rewrite everything to implement this strategy. Small teams can tackle this gradually by using frameworks that simplify the process.

Frameworks like PAS (Problem, Agitate, Solve) or ABT (And, But, Therefore) help structure your copy around customer challenges. Here’s an example: "Small business owners work hard to build their online presence, but creating professional content takes time they don’t have, therefore our content creation service handles this challenge so they can focus on running their business."

When crafting your copy, use your customers’ actual words instead of dressing them up in marketing jargon. For example, if they say they’re "overwhelmed by social media", stick with that instead of rephrasing it as "seeking digital marketing optimization." Their language is more relatable and impactful.

Address both practical and emotional concerns. A customer might say they want "better project management", but the real issue could be the stress of missed deadlines or disappointing clients.

Ask yourself: "What do customers misunderstand about our product?" and "What surprises have satisfied customers shared?". These questions uncover objections and unexpected benefits that can strengthen your copy.

Even if your team has limited time, you can use services like Robust Branding to dig into customer problems and create more effective messaging that drives conversions.

7. Test and Improve Your Copy

Creating effective landing page copy is not a one-time effort. The best-performing small businesses treat their copy as a living document, constantly refining it through testing. In fact, 60% of businesses actively test their landing pages, often leading to noticeable improvements in conversion rates.

For small businesses, testing can feel like a challenge. Unlike large corporations with big budgets and specialized teams, smaller companies need simple, affordable ways to test their copy. The good news? You don’t need fancy tools or complex systems to get started. Even basic testing can lead to meaningful improvements over time.

One of the most straightforward methods is A/B testing, where you compare two versions of a page or element to see which performs better. Focus on testing the most critical areas first – like your homepage or key landing pages. Instead of trying to test everything at once, start with the elements that have the most direct impact on conversions, such as your main headline or call-to-action (CTA) button.

For instance:

• When Bukvybag tested different homepage headlines, the version "Stand out from the crowd with our fashion-forward and unique bags" boosted orders by 45%.
• A simple change to a "Trial for free" CTA button led to a 104% increase in trial starts in just one month.
• WorkZone saw a 34% jump in form submissions by switching customer testimonial logos from color to black and white.
• InsightSquared increased conversions by 112% by removing optional fields from their lead form, while Orange achieved a 106.29% boost in lead collection by adding a time-sensitive overlay to their mobile subscription page.

These examples highlight how small tweaks can lead to big results. Broader data supports this too: businesses that test more frequently and use multiple optimization methods see better outcomes. For example, companies performing 50% more tests and using 47% more conversion strategies report significant improvements, with 82% of those following a structured approach achieving better performance.

You don’t need to break the bank to get started with A/B testing. Free tools like Google Experiments are available, though they may require some manual setup. If you’re ready to invest a little, there are budget-friendly options: Zoho PageSense starts at $12/month, while Convertize and Crazy Egg offer plans starting at $49/month. The key is to test one element at a time so you can clearly identify what works.

Start by testing your headline, then move on to your call-to-action buttons, and finally, experiment with your forms. Make sure you have enough visitors and run your tests long enough to capture data that reflects typical user behavior across different days and business cycles.

Remember, optimizing your landing page is an ongoing process. Even small adjustments can lead to significant improvements. The businesses that see the best results are those that make regular testing a core part of their strategy.

If you’re unsure where to start, services like Robust Branding can help set up A/B tests and analyze the results, ensuring your landing pages perform at their best.

Comparison Table

Building on earlier strategies, let’s explore how generic copy stacks up against SMB-specific copy in driving conversions. The table below highlights how messaging tailored to small and medium-sized businesses (SMBs) consistently outperforms generic approaches. While generic copy often feels impersonal, SMB-specific copy taps into local connections and uses clear, relatable language to foster stronger customer relationships.

As seen in the table, personalized messaging can make all the difference. For example, Firehook Bakery’s Dupont Circle landing page effectively integrates its address, map, and local links to build trust within the community. This approach resonates with nearby customers and drives conversions.

Clear, relatable CTAs also play a huge role. Phrases like "Help Scale My Revenue" or "Take The 60 Sec Quiz" not only stand out but also clearly communicate the benefit to the user. Placement matters too – research shows that strategically positioning CTAs where they’re easy to find significantly increases the chances that visitors will engage with them.

Local messaging works because it addresses specific customer needs. Businesses that optimize their landing pages for local audiences often see a 10–20% boost in conversion rates over generic alternatives. This is largely because local landing pages cater to high-intent searches by offering precise, location-relevant information.

To maximize your impact, incorporate local keywords into headlines, feature testimonials from nearby customers, and craft CTAs that feel personal. For instance, instead of using "Contact Us", try "Visit Our Downtown Office" or "Call Our [Your City] Team Today" to create a stronger connection with your audience.

If you’re unsure how to implement these strategies, services like Robust Branding specialize in local messaging and CTA optimization, helping SMBs achieve better results. These tactics can elevate your landing page performance and ensure your messaging resonates with your target audience.

Conclusion

Landing page copy has the power to turn casual visitors into loyal customers by focusing on a clear value proposition and benefit-driven messaging. When these strategies are applied consistently, they connect every part of your landing page, driving meaningful engagement.

Here’s a telling statistic: the average landing page conversion rate is 2.35%, but the top-performing pages exceed 5.31%. This gap highlights a major opportunity for small and medium-sized businesses (SMBs) willing to refine their messaging.

Regular A/B testing can lead to significant improvements. For instance, testing has been shown to boost conversions by up to 300%. Companies like Crazy Egg saw a 363% increase in conversions, while MOZ improved client lead generation by 148% by tweaking their copy strategically.

To keep your audience engaged, make your copy concise and easy to scan. Use tools like bullet points, subheadings, and straightforward language to communicate the benefits of your offer quickly and effectively.

If you’re short on resources, consider seeking expert help. For example, Robust Branding specializes in supporting SMBs with tailored digital marketing services. They offer professional web design, SEO packages starting at $99 per month, and digital marketing solutions from $39 per month. Their team understands the unique challenges SMBs face and can help you create landing pages that deliver real results.

Want to get started today? Choose one element – like your headline, call-to-action, or value proposition – and set up a simple A/B test. Track your results, learn from them, and refine your approach. Your landing page is often the first impression your audience gets – make every word work for you.

FAQs

What’s the best way for small businesses to collect and display customer testimonials on their landing pages?

Small businesses can gather and display customer testimonials effectively by following a few straightforward steps:

• Request feedback after a purchase or service. Simplify the process for customers by using tools like surveys, email requests, or direct outreach.
• Feature testimonials prominently on your landing page. Including real names, photos, or even video testimonials adds a personal touch and helps establish credibility.
• Use varied formats to present testimonials. Mix it up with quotes, case studies, or short videos to cater to different audience preferences and make the content more engaging.

Highlighting authentic customer experiences not only builds trust but also encourages new visitors to take action, ultimately improving conversion rates.

How can small businesses effectively run A/B tests to improve their landing pages?

Small businesses can conduct successful A/B tests by taking the following straightforward steps:

• Test one element at a time: Concentrate on a single variable, like a headline, call-to-action button, or image. This keeps your results clear and easy to interpret.
• Create two versions: Design Version A (your original) and Version B (the variation), changing only the element you’re testing.
• Divide your audience: Use an A/B testing tool to randomly split your traffic between the two versions. Make sure your sample size is large enough to produce reliable results.
• Measure performance: Keep an eye on key metrics, such as conversion rates, bounce rates, or time spent on the page, to determine which version performs better.
• Apply the results: Once you’ve identified the winning version, update your page to reflect the changes that worked.

By honing in on specific elements and making adjustments based on real data, small businesses can improve user experience and increase conversions.

Why should small businesses focus on customer pain points in their landing page copy, and how can they identify these effectively?

Focusing on customer pain points in your landing page copy is crucial because it shows visitors you truly understand their struggles and have a solution to offer. When you address these challenges head-on, you not only build trust but also create an emotional connection that can lead to more conversions. A landing page that aligns with a customer’s specific needs has a much better chance of turning visitors into long-term customers.

For small businesses, identifying customer pain points can be done through a few simple yet effective methods:

• Engaging directly with customers via surveys, interviews, or feedback forms to gather firsthand insights.
• Reviewing customer interactions and complaints, as well as common questions, to spot recurring issues.
• Monitoring social media discussions to identify frustrations or unmet expectations.

By applying these approaches, you can write landing page copy that genuinely connects with your audience and drives meaningful results.

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