Why Your Landing Page Copy Isn’t Converting (And How to Fix It)

Say you have a landing page. You’ve poured considerable time, energy, and resources into driving traffic to the page, but the conversions just aren’t happening. You could hire copywriting services, but you still need to understand what the issue is. Sound familiar? It’s frustrating, especially when you know your product or service is otherwise exceptional. No matter how great your offerings are, they can fall flat if your landing page copy misses the mark.

But don’t worry—you’re not alone. Many businesses struggle with this. The good news is, it’s fixable. In this post, we’ll dive into the common mistakes that could be sabotaging your landing page conversions and, more importantly, how a few tweaks to your web copy can turn things around. Let’s get started!

Mistake 1: Weak or Unclear Value Proposition

First things first, what is a value proposition? Basically, any product or service you offer must provide some unique value to customers. Chances are that plenty of competitors offer the same products and services you do. Your value proposition is what differentiates you from them. That’s why 69% of B2B firms have them!

So, how does a weak or unclear value proposition hurt your conversion numbers? By confusing visitors and failing to capture their interest. Without a clear value proposition, site visitors might not understand why they should choose your product or service. It’ll just seem like another drop in a sea of new offerings they find out about every day!

Imagine a landing page for a new fitness app. The headline reads, "Get Fit with Us," and the subheading says, "Your journey to a better you starts here." While this sounds positive, it's vague and doesn't clearly communicate what makes the app unique or why someone should choose it over other fitness apps.

Here are three tips to fix this issue:

• Define Your Unique Selling Point: In the example, the headline can be tweaked to say something like “Personalized Workout Plans Tailored to Your Goals in Just 10 Minutes a Day.” This communicates that the app provides customized workout plans, a unique proposition that can drive conversions.
• Use Concise and Compelling Language: The subheading could do with some work too. It can be changed to something direct and easy to understand, like “Get Fit Fast with Daily Workouts Designed for You.”
• Position Prominently: By placing the heading and subheading at the top of the page, you can ensure that it’s the first thing visitors see. This grabs their attention immediately and makes them more likely to engage.

Mistake 2: Failing to Address the Audience’s Pain Points

Empathy matters, especially when it comes to writing web copy. After all, the emotional part of the brain processes information 20% faster than the cognitive part, and addressing pain points allows you to access that area.

For example, say you’re selling project management software. What sort of web copy should you add? Should you just talk about features like “task management” or “team collaboration” and call it a day? Any copywriting service worth its salt would recommend that you address specific pain points that these features can resolve. A great way to frame your copy would be like this:

“Tired of missed deadlines and disorganized projects? Our software ensures your team stays on track and meets every deadline with ease.”

This directly addresses any frustrations your visitors might be experiencing. It evokes some emotion, and highlights your service as the solution to their woes.

Mistake 3: Overloading with Information

The whole point of your web copy is to convey as much information as possible, but that doesn't mean you should go overboard. Too much information can overwhelm or confuse your visitors, and it’s sometimes not necessary in the first place.

It’s quite common for websites to over explain every detail to visitors, but this isn’t conducive to a high conversion rate. In fact, considering that just 16% of visitors actually read the copy in detail, chances are that those over-explanations are actually hurting your conversion rate.

The solution? Write copy that’s brief and only provides the necessary information. You can also separate the copy into bullet points, break it up into smaller, easily digestible paragraphs, and emphasize clarity every step of the way.

Here’s an example: picture the landing page for a fitness app. There’s a lot of features you could tout like calorie tracking, diet planning, and workout videos, but there’s only so much a visitor can digest. Going overboard can make visitors more likely to leave without taking an action.

That’s why you should consider focusing on key benefits with copy like “Lose weight and get fit with personalized workout plans and diet tips.” You can provide the more detailed content further down the page.

Mistake 4: Weak or Poorly Placed Call-to-Action (CTA)

The success of your web copy hinges on the strength of your CTA. A well placed CTA can boost your conversion rates by as much as 167%, whereas a weak or vague CTA can leave visitors confused about the next step.

For example, say your landing page offers a free eBook. What type of CTA might fit the bill? Some might keep it simple by writing “Download Now”, but that doesn’t create enough of an impetus to make the visitor click. Something like “Download Your Free eBook Now” offers more information and creates a sense of opportunity by mentioning the eBook is free. CTAs that are direct and action-oriented encourage engagement and can significantly boost conversions.

Action oriented language includes verbs that clearly communicate what visitors must do, like “Download Now”, “Learn More” and “Click Here”. Adding some more context about what users will get by performing said action strengthens the CTA.

It’s also best to have at least two options for your CTA so you can conduct A/B testing, but make sure you only use one CTA per page. This increases conversion rates by 42% according to one study, with other studies suggesting a conversion bump of 66% with highly visible CTAs on the first page.

Content Development Pros Can Transform Your Landing Page into a Conversion Machine

Ready to stop guessing and start converting? At Content Development Pros, we specialize in writing web copy that doesn’t just read well—it provides clear results. We understand the psychology behind what makes your audience click, and we’re here to turn your landing pages into powerful sales tools. Let our team of skilled web copywriters handle the heavy lifting so you can sit back and watch your conversions soar.