200 Words to Convert a Customer Using Landing Pages

200 words or less. That’s all you need to convert a visitor to a customer on landing pages in your digital environment. A landing page is typically a special area on your site, or it can be a stand alone page, that “sells” your customer and gets them to take an action. Thus converting them.

The most common mistake: Using too many words! Think of the copy like the marketing text on the back of the book. It must be short and keep a prospect interested to take the next action.

Here are tips you can use to keep your copy under 200 words and convert visitors into customers:

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Use These 3 Headline Writing Tips

A headline is the reason the person is on your landing page, be it from social media or a search on Google. A headline should include 3 essential components:

  • Focus - A good headline cuts to the point. Removing filler words like all, so, very, much, rather and some.
  • Relevance - It may be obvious, but your headline should be crystal clear and relevant to what you are offering. Don’t deceive the reader with a vague or tricky headline.
  • Benefits - Write it in a “What’s in it for the reader” fashion. Think about what problem you are solving for them.

Pro-Tip: If you can’t seem to shorten your headline try this: Break a long headline into a main headline and a sub-headline. This will convey a longer message, yet still be easy for the reader to digest.

Here is a great headline from Hubspot:

Screen Shot 2015-06-29 at 1.07.11 PM

Break Up Your Text

This has to do with the visual appearance your words create on the page. The average reader’s eyes scan the side of a webpage first, reading only the first few words of each paragraph. Then they move to any bulleted points. Both these actions occur in an attempt to find only what interests them.

Forget what you learned in school. Digital copy doesn’t have to follow the general rules of grammar, allowing more versatility when creating content.

To break up your copy:

  • The Single Sentence Paragraph - Got a MAJOR point to emphasis? Make it a single sentence paragraph. It may be the one thing on the entire page your visitor reads but then you made your point.
  • Break Up Paragraphs - Break up a long paragraph into 2 or 3 shorter paragraphs. Even if it doesn’t follow the typical “rules of grammar.” A good guideline is to never have more than 3 sentences in a paragraph.
  • Use Bullets to Accent Your Benefits - The eye loves bullets. Look at your paragraphs and see if you can convert them to a bulleted list. This helps emphasis lists or action items and gives the reader’s eye a break.

Here is one of our highest converting landing pages:

You can see our content is broken up, bulleted, and easy to read. This will help your reader easily identify what you are offering.Screen Shot 2015-06-30 at 11.48.26 AM

Create a Clear Call-to-Action

It may seem obvious, but you need to make it clear what action you want a prospect to complete. Here are examples of effective calls to action you can include on your landing pages:

“Download the ebook to learn more about structuring and staffing today!”

“Fill out the form to the right to learn how SEO in 2015 has changed!”

“Download this ebook and learn how to become a successful inbound marketing agency!”


There’s a great deal of science behind a reader’s attention span; what they will read and when you start to lose them. Knowing these tips will help you stay under the important 200 word limit and put you on a path to turning visitors into customers.