In today’s digital world, copy is king. Whether it’s an ad or a landing page, the words you use can make or break your marketing. Writing good copy isn’t just about being creative – it’s about understanding your audience, using psychological triggers, and crafting messages that resonate.
In this guide we’ll cover the strategies and techniques to write high converting copy for ads and landing pages.
What’s the Purpose of Your Copy
Before you put pen to paper (or fingers to keyboard), you need to know the primary purpose of your copy. Is it to create brand awareness, generate leads, or drive sales? Knowing the purpose helps shape the tone, style, and structure of your message.
For example:
- Ad copy needs to be short, persuasive, and attention-grabbing.
- Landing page copy should be informative, engaging, and conversion-focused.
By knowing your purpose, you can write content that aligns with your business goals and audience expectations.
Know Your Audience: Speak Their Language
Copywriting starts with knowing who you’re writing for. Understanding your target audience’s needs, desires, and pain points allows you to write copy that resonates.
How to Find Your Target Audience:
- Research – Use surveys, customer feedback, and analytics to gather intel.
- Create Buyer Personas – Define your ideal customer based on demographics, interests, and behaviors.
- Use Their Language – Mirror the words and phrases your audience uses in reviews, forums, or social media.
When you write to the reader’s emotions and needs, it’s far more persuasive.
The Headline
Your headline is the first (and sometimes only) thing people read. It has to be compelling, clear, and interesting enough to make them want to learn more.
Headline Hacks:
- Use numbers – “7 Ways to Boost Sales”
- Ask a question – “Struggling to Get More Leads?”
- Highlight a benefit – “Get a Flatter Stomach in 30 Days”
- Create curiosity – “Double Your Revenue”
A great headline hooks your audience and makes them keep reading.
Persuasive Ad Copy
Ad copy needs to be short and sweet. You have limited space, so every word counts. Focus on benefits, not features.
Formula for Persuasive Ad Copy:
- Hook – Grab attention immediately (e.g., “Tired of Wasting Money on Bad Marketing?”).
- Value Proposition – Explain how your product or service solves their problem.
- Call to Action (CTA) – Tell them what to do next (e.g,. “Sign Up Today!”).
Example:
Bad Ad Copy: “Our software has advanced analytics and a sleek design.”
Great Ad Copy: “Boost sales with data-driven insights—Try our software for free today!”
The second one is more persuasive because it’s focused on the benefit (boosting sales), not just the features.
Landing Page Copy
A landing page’s job is to convert visitors into leads or customers. To do this, it needs clear messaging, persuasive elements, and a seamless user experience.
Essential Elements of a Landing Page:
- Headline – Tells visitors what they’ll get.
- Subheadline – Expands on the headline and adds context.
- Body Copy – Focuses on benefits, not features.
- Social Proof – Testimonials, case studies, or reviews.
- Call to Action (CTA) – Tells visitors what to do.
Example:
Headline: “Get More Clients Without Spending a Fortune on Ads”
Subheadline: “Our proven system helps small businesses attract high-paying clients effortlessly.”
CTA: “Claim Your Free Consultation Today!”
This structure keeps the message clear, benefit-driven, and action-oriented.
Psychological Triggers
Great copywriters understand psychology and use specific triggers to influence buying decisions. Here are some powerful psychological principles to use in ad and landing page copy:
- Scarcity & Urgency – “Only 5 Spots Left! Sign Up Now.”
- Social Proof – “Join 10,000+ Happy Customers.”* FOMO (Fear of Missing Out) – “Don’t Miss This Limited-Time Offer!”
- Authority – “Recommended by Top Industry Experts.”
- Reciprocity – “Get a Free Ebook When You Subscribe.”
By using these triggers, you make your copy more compelling and increase conversions.
Call to Action (CTA): The Conversion Killer
Your Call to Action (CTA) tells the reader what to do next. A weak or unclear CTA can cost you conversions.
Best Practices for Writing CTAs:
- Use action words – “Get Started,” “Claim Your Spot,” “Try for Free.”
- Highlight the benefit – “Download Your Free Guide Now.”
- Create urgency – “Limited Time Offer – Act Fast!”
- Make it stand out – Use buttons, bold text, or contrasting colors.
A good CTA can boost conversions big time.
Test & Optimize Your Copy for Better Results
Even the best copy can be improved with testing and optimization. A/B testing (comparing two versions of copy) helps you figure out which one resonates with your audience.
Things to Test:
- Headlines
- CTA wording and placement
- Body copy length and tone
- Testimonials and social proof
- Page layout and design
Test and tweak regularly to keep your copy fresh, relevant, and effective.
Bottom Line:
Writing ads and landing pages is an art and a science. Know your audience, write your headlines, focus on benefits, and use psychological triggers to create copy that converts. Test and refine continuously to get the best results.
Whether you’re writing a Facebook ad, Google ad or sales page, the right words can make all the difference in turning prospects into customers. Start today and watch your conversions go up.
