Copy - Instapage Guide

Landing Page Design Best Practices

Chapter 4


Copy is a major part of your post-click landing page because this is predominantly the element you use to get the benefits and features of your offer across to your visitors. Unless the primary element of your page is a video, then the script takes over as the main element that relays product information.

The amount of copy your post-click landing page has can have a direct impact on your conversion rates. Too much copy and your visitors won’t bother to read all of it. Too little and they won’t have sufficient information to make an informed decision.

So how much copy should your post-click landing page have? That depends on your offer.

If you’re offering a free guide or an ebook, writing lots of copy probably doesn’t make sense because your visitors won’t need a lot of convincing to click the CTA button. In this case, a squeeze page like the one OptinMonster uses is a good option:

OptinMonster Squeeze Page Example 3

On the other hand, if your offer is an extensive consulting course, or a SaaS product — something that requires payment (immediately or at some point down the funnel), then you need to provide them with all the necessary details to make them click your call to action button.

This is what the SharpSpring post-click landing page does. The page doesn’t only ask visitors to schedule a demo like the OptinMonster squeeze page does, but it extensively explains the benefits of the service with the help of copy and a customer testimonial.

SharpSpring post-click landing page Copy Example

To help make your copy stand out it’s pertinent to format it using bullet points, lists, or short paragraphs — making it more readable. This is because it’s very likely that most visitors will only scan your post-click landing page copy, so formatting it appropriately will help ensure that your copy gets read.

Follow AdFicient’s example and how they display their body copy:

AdFicient post-click landing page Copy Example

Make your copy customer-centric

Customer-centric copy doesn’t just talk about the customer; it talks to the customer. All post-click landing page copy should be customer-centric because this is the kind of copy that gets you conversions. After all, it’s easier to empathize with your visitors’ problems with copy that’s focused on them and not your brand.

Using the words “we” and “us” on post-click landing page headlines don’t help conversions. Stick to pronouns that relate to your customers. Adding the words “you” and “your” on a post-click landing page headline makes your visitors see the page from their point of view. This type of copy lets them know that you empathize with their problem and are providing a solution for it.

The post-click landing page headline for HubSpot’s Leadin service highlights the problem users face: “Do you really know who’s visiting your website?” Then, the secondary headline explains how Leadin has the solution to their problem:

HubSpot Leadin Service Page Headline

Using customer-centric copy on the CTA button also helps encourage visitors to convert on the CTA button.

See, for example, the CTA button copy, “I’m Ready to Download” on this post-click landing page:

HubSpot post-click landing page CTA Example

Font Style:

Choosing the right font isn’t just important for visual appeal, but the right font establishes brand consistency and also affects readability.

There are two main font types you can choose from:

  1. Serif Font
  2. Sans Serif Font

Primary Font Types Example

Serif fonts are more decorative than sans serif fonts and are used for writing shorter sentences such as headlines and captions.

Sans serif fonts, on the other hand, are used for lengthy texts because they have been proven to be easier to read.

What type of font you choose also depends on the audience you’re creating your post-click landing page for. If your target audience is young children then using sans serif fonts are your best bet.

One issue with serif fonts is reproducing the serifs on darker-colored backgrounds. Keep that in mind if your brand’s colors are mainly dark shades, and you want to use a serif font.

Sans serif fonts work better on post-click landing pages and websites because serif fonts tend to be unreadable on the web.

A few examples of the two font types are:

Serif vs. Sans Serif Font Example

The bottom line is this: Make sure the copy and font on your post-click landing pages are the most appropriate for your audience. To learn how much copy to write and which font type to use, try performing some A/B tests.

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