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Our best practice guide to writing landing page copy

When it comes to best practice SEO, content plays a huge part in your success.

The content on your site essentially tells Google what your site is about. The more content you have, the more your site will be recognised as a trustworthy and authoritative platform. Your content is what sets you apart from the rest, so making sure it’s unique and resonating with your audience is imperative.

A great place to start is by creating landing page copy. A ‘landing page’ is a page which the user ‘lands’ on when clicking a link. This could be anything from a blog post to a contact page. However, in digital marketing, landing pages are referred to when discussing pages that are specifically designed to receive and convert traffic. For example, a category or a product page.

These pages should have optimised content based on keyword research and KPIs relevant to your business. This way, you will be driving more organic traffic and in turn, conversions.

If you’re not sure where to start when writing landing page copy, here are some of our top tips.

Consider the audience needs

Before diving in with the writing, it’s important to first understand what your audience’s needs are. The copy on your landing page should naturally address some of the questions you are trying to resolve with your product or service. You will also need to create a header that is clear and concise so that users immediately know what the page is about without having to read a whole load of text beforehand.

Images are imperative 

A picture says a thousand words. If your landing page doesn’t use images, you’re setting yourself up for failure. Not only does the use of images improve the look of your landing page but it can also lead to more conversions. Humans love visual stuff, so images help to sell your product or service in a way that words can’t. There are also plenty of SEO practices you could use when it comes to your images. For example, including alt text as well as a keyword optimised image descriptions.

Understand the page fold 

If you’re new to digital marketing and SEO, you might not know much about the page fold. In a nutshell, the page fold refers to where a web page ‘folds’. This is usually when just the top of an image or some text appears on the page which incentivises users to scroll down. Because of this, users are therefore more likely to read more content, see more products etc. The page fold is incredibly useful for decreasing bounce rates as well as potential conversions. It’s important to note that any CTA’S (call to actions) should be above the page fold.

Make sure your landing pages are responsive

While it’s all well and good to get your landing page copy perfect on desktop, it’s just as important to do the same across all devices. As with any other page on your site, you will need to make sure that your landing page is adjusted as necessary to work well with other display formats. This ensures your users are getting the best experience no matter how they visit your site.

Optimise the page for search 

We’ve mentioned this throughout but optimising the copy is arguably the most important part to creating a landing page. Using relevant keywords where appropriate and making sure your copy is totally unique is the number one rule when it comes to landing page SEO. If you haven’t already, you should also familiarise yourself with paid media campaigns to support search potential.

For more tips from the Modo25 team, you can download our handy infographic by filling in the form below.

If you’d like to find out more about content marketing or any of our digital services, you can drop us an email on

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Morgan Mitchell - Modo25
Morgan Mitchell
Morgan Mitchell - Modo25
Morgan Mitchell

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