Landing page copywriting: how to quick-start your lead generation

Lewis Folkard

Lewis Folkard

Suffolk-based conversion copywriter.

An intro to lead generating landing pages

There’s a lot of confusion around landing pages – and landing page copywriting. What is it? What does it do? How much does it cost? Should you do it yourself? Let’s find out, shall we?

What is a landing page? And what does it do?

In a general sense, a landing page is any web page that a user “lands” on. But in practice, for copywriters at least, a landing page is a standalone web page usually paired with one specific campaign, objective and action. Most often, they sit in the middle of your sales funnel and focus on lead generation. 

It’s important for your business if you want to increase the number (and quality) of leads and decrease their cost.

What’s the difference between a landing page, a sales page and web copy?

Too many terms. Too many definitions. Aaahh. Let’s settle this for good and start at the top.

Web copy is the big umbrella term that encapsulates all copywriting on the internet. That can be your whole sales funnel, including landing pages, sales pages, websites, social media ads, emails, blog content – and anything else you can write online.

It’s often, although confusingly, used interchangeably with website copywriting, which is a form of web copy. Website copywriting, particularly home page copywriting, encourages discovery and exploration so users find the pages they need to continue on their customer journey. Every website page has its own goal, so some will use direct response techniques more than others (e.g. a product page designed to sell the product vs an article designed to educate).

Next, a landing page. As mentioned above, this is technically any web page a user “lands on”, but most often used for lead generation. A sales page, whilst technically still a type of landing page (because people “land” on it), focuses on generating sales rather than leads. Both use direct response techniques and psychological biases to get as many conversions as cheaply and easily as possible.

So, the real difference between landing and sales page copywriting and website copywriting is the objective. Landing pages and sales pages have one objective (leads and sales). Website copywriting incorporates multiple depending on the page.

Can you use a landing page instead of a website? And which is better?

Whilst you can use a landing page instead of a website, I wouldn’t advise it. A single-page website, whilst OK for temporarily bridging a gap, can be overwhelming when you consider the route to purchase. Remember, a big part of website copywriting is to aid exploration and help your potential customers find the information they need – with as little effort as possible. 

A website has potentially hundreds of separate pages. You might have a range of products, educational pages, competitor comparison pages, free trial pages and all sorts more. Each of these web pages has a different objective. So trying to squeeze that all into one page is going to be tough for your prospect to consume – and won’t convert well.

However, you can use your website to generate leads. That’s not to say it’s the best method of lead generation, but you can. You might have multiple modes of lead capture, for example, a page for free trials, a newsletter, or a specific campaign.

In most cases, landing pages are used alongside your website because they’re more effective. Having a standalone page focuses the attention on one goal at a time, and your reader feels less tempted to click away. You can also control the traffic and only send high-quality prospects to it. Unfortunately, you don’t have that control with a website.

Do landing pages need SEO?

Because they’re standalone pages, no. You won’t be relying on organic traffic but rather traffic from emails or social media ads. 

Of course, if you are relying on organic traffic then, yes, you should consider SEO factors. Generally, it’ll be hard to compete with the authority of a website if you’re using a standalone page, though. So instead, you might consider having your lead capture on your website.

And website SEO is important.

What content goes on a landing page?

All your landing page content will be focused on your lead generation offer. You have one job on this page. And that’s to generate leads (likely with the help of a lead magnet).

How you structure your page will depend on your reader’s stage of awareness and sophistication. This will come from your copywriting research. For example, you could use Problem, Agitation, Solution (PAS); Attention, Interest, Desire, Action (AIDA); or Qualify, Understand, Educate, Stimulate, Transition (QUEST).

(Side note: here’s Copyhackers’ complete guide to copywriting formulas)

In a lot of cases, lead generation will be pain/problem-focused so a PAS landing page structure will work well.

Within each section, particularly your Solution section of PAS, you can use the FAB body copy structure. This stands for Feature (introduce/state its name), Advantage (describe this feature’s main advantage), and Benefit (describe how the lead will benefit from the advantage).

>> FEATURE does X. ADVANTAGE. So you can BENEFIT.

You can repeat this for each feature.

And again, try to remove global navigation and opportunities to leave the page. You want to keep the landing page focused on lead generation.

How long should a landing page be?

The short answer? There is no right length. You need to say everything you need to say in the most concise way possible.

If you have a complex lead magnet, then you’ll likely need to say more. If you have a simple one, then less. Or, if you have a sceptical, low-awareness audience, then you’ll need more. A highly aware and trusting audience, less. 

Your landing page needs to be as long as it needs to be to get the job done.

How many hours does it take to write a landing page?

If you’re opting to write your landing page yourself and not hire a landing page copywriter, how much time will you need to set aside? Good question.

This depends on your level of skill and existing knowledge of your audience and lead magnet. I’d always recommend researching from scratch for every new project because it helps your mind connect the dots and spot new opportunities. And research can take anywhere from 2 days to 2+ weeks.

Assuming you have all your information already, writing and editing a landing page will likely take between 2-4 days. However, if you’re writing multiple for the same offer, you might be able to knock some time off. 

How much does a landing page cost?

If you do decide to hire a landing page copywriter, then how much will it cost you? In my experience, freelance UK landing page copywriters charge between £300 – £10,000 for their landing page copywriting services.

The cost will depend on the copywriter’s experience and the size of the project (e.g. you might get a discount on multiple landing pages for the same offer or if you set up a retainer).

According to ProCopywriter’s 2023 survey, the average daily rate for a UK copywriter is £433. Although, most copywriters quote on a project-by-project basis.

Where to find a freelance UK landing page copywriter

There are a number of places you can find a landing page copywriter. This article, although focusing on UK sales page copywriters, provides insight into where you might find them. 

The main thing is you find someone credible and someone who suits you and your business.

Alternatively, you can learn more about my landing page copywriting services here. 

Further reading

The best ways to find a reliable UK sales page copywriter

How to write a conversion-optimised home page

Website copywriting explained: what is it (and does it work)

Sales funnels: the sales page copywriter’s guide

How to write a long-form sales page

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