The Leads Booster

When talking about improving a landing page copy, there is a common pitfall: subjectivity.

It’s like navigating through a dense fog of personal preferences and assumptions, where what sounds good to you might not really resonate with your audience.

The essence of this 10 straightforward questions is to unlock the gates to heuristic analysis and finally terminate the opinion-based copywriting.

< PRO TIP BEFORE STARTING >

When I conduct this analysis, I first create a google spreadsheet (Excel).

I designate one column for questions and another for the corresponding value:

-Not done
-Needs improvement
-Well executed

Additionally, I typically incorporate some details and potential solutions.

Something like this:

This are the 10 questions to analyze and start improving your landing page:

• 1) Does the header copy explain WHAT the product/service is?

Can you tell me what this page is about?

… and this one?

Both pages are from a video editing software. However the second one evokes the feeling of “cool, I’m in the right place”.

We make decisions very quickly, and if we can’t find what we’re looking for in the first 5 seconds, we move on.

Be sure to be extremely clear about what your product or solution is all about

• Does the header copy match the pre-click ad or SERP copy?

–>Where are your visitors coming from?

The copy on the previous step, before the visitor lands on your website, must directly match the copy on the page.

This is to evoke the same “I’m in the right place” feeling that I mentioned before.

Take a look at this well-executed campaign copy:

– – – – – >

• Does the copy clearly call out WHO the product/service is for?

Let’s return to the same example of Unbounce.

You can clearly see that they target customers who are not professional designers or developers.

This also demonstrates that it is pretty easy to use.

Take a look at Lodgify, a software for hotels. Really explicit about who this product is for.

There isn’t always a need for the headline to include the words ‘for [customer x]‘.

You can empathize and reference your customer simply by mentioning some pain points or desired outcomes that resonate with them.

• Does the copy focus on the acquisition of desired outcome(s) or the elimination of pain point(s)?

People have motivations for visiting your website. It might be an outcome they desire or a pain point they need to eliminate.

This motivation is a driver that you can’t control because it is all about your customer.

It is crucial to understand them so you connect better with people.

There are many ways to bring them to light: website surveys, customer surveys/interviews, online reviews, etc.


In the following example you can guess that for a sales team, the time per call is a big deal.

So they transform this pain into a positive outcome you can achieve with Cloudtalk.

• Does the copy clearly explain what advantages the product / service has over other existing solutions?

Which is your Unique Value Proposition?

The UPV is just need to answer the question for the customer: Why should I choose you over (X)?, What is in it for me?

It is simply “The Reason To Buy“.

SalesForce does a great job across their website, showing their innovative features, technology, and the benefits of using it over other CRMs

• Does the copy support claims of these advantages with clear demonstrations and/or previews?

A demo video or images of the product lend credibility to your claims.

It’s also a great way for your potential customers to dip their toes into the solution, allowing them to become accustomed to its design and feature structure.

• Does the copy include endorsements from customers who fit the target market?

When discussing credibility, it’s important to create trustworthy content.

You’re more likely to trust a review from a person or company like yourself.

Hubspot does a great job in this regard. You can watch customer success videos for each product they sell.

• Does the copy include impressive metrics that summarize the product’s popularity?

How many active customers are using your product? How many downloads does your app have? How many years of experience do you carry on?

Including this type of content helps with the credibility of the page.

This is an example from Demand Curve

This other is from Semrush:

• Does the copy offer any guarantees or other reassurances to minimize perceived risk?

“Cancel anytime”; “You are not going to be charged before the 30-days-free-trial”; “If it doesn’t work for you we give you the money back”, etc.

All of these statements can help you reduce anxiety and the perceived risk at the most ‘critical’ moments, for instance, when selecting a monthly plan or inputting a credit card.

• Does the copy clearly address conversion-critical questions from prospects?

Speaking with customer support or the sales team will provide you a very accurate understanding of the main questions that customers ask when trying to make a purchase.

–> This are some examples of questions you can ask people of this areas:

1-What are the top 3 questions from potential customers?
2-What do you answer to this questions?
3-Are there any particular aspects of (X) that people don’t understand?
4-Are there any major deterrents? Drivers?
5-What aspects of (X) people like the most/least?

These first 10 questions are an excellent way to begin conducting a 100% objective analysis.

They will provide a comprehensive yet accurate overview of which pieces of copy need improvement.