2.7 Sharing the (most important) benefits of your offer

Your product benefits, results, and outcomes will be included in the body copy of your landing page.

When it comes to writing this type of content, the most common questions are about how to pick the most persuasive angle, and how much to write.

Copywriting expert Joanna Wiebe explains that to write the best body copy possible, you need to remember two foundational principles:

  1. Customers’ awareness dictates page length
    • The warmer your lead is, the less copy you need on your page, and vice versa.
  2. Start with your conversion goal and work backwards
    • Make sure that the features and benefits you include are tied directly to the action you want your visitors to take.

Another essential use of copy is testimonials, or social proof, which we’ll cover in the next module.

If you want to explore the topic of conversion copywriting more closely, check out this detailed ebook by Joana Wiebe. It’s packed with practical tips that’ll have you converting like crazy. Download it here.