How to write a landing page copy that converts visitors into customers?
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You are flipping through at late hours when you are half-tired, half-curious. There comes an ad and, this time, it is not such noise. It seems like somebody has finally read your head. A single click and you are on a page without screaming at you, screaming at you, or wasting your time. Ten seconds in, you’re nodding. Thirty seconds in, you’re reaching for your card. You didn’t get sold. You got it.
That’s what a converting landing page does. It doesn’t perform tricks. It starts conversations that end with “yes.”
At Faber Cre8tive, we’ve written hundreds of these pages for clients all over Canada, and the ones that break records all follow the same quiet rules. Today, we are giving you those rules, one after the other, and not a word withheld.
The Quiet Truth About Conversion Rates
Most landing pages limp along at 6.6 percent conversion. Some industries scrape 3 percent and call it normal. We regularly push clients past 20 percent, sometimes 40 percent, without increasing traffic or budget. The difference is never the design alone, never the offer alone. It’s the copy that turns a visitor into someone who trusts you enough to act.
Before we go further, here’s a quick reality check across industries:
Industry | Median Conversion Rate |
Events & Entertainment | 12.3% |
Finance & Insurance | 8.4% |
E-commerce & Retail | 4.2% |
SaaS & Software | 3.8% |
Average Across All | 6.6% |
If your page sits below your industry line, the fix is usually in the words, not the design.
Start by Listening Harder Than You Speak
Great copy never begins at the keyboard. It begins inside your customer’s head. We conduct voice-of-customer interviews, support tickets, and search queries until we are able to complete their sentences. Ask three questions; you cannot write just one headline before you have sincere answers:
- What is the exact problem they lie awake thinking about?
- What have they already tried that disappointed them?
- How do they describe success in their own words?
The Edmonton home-services client believed that their readers had desired improved leads. Our 20th customer call identified the actual pain to be “I am tired of quoting jobs that do not close.” We recreated the whole page about ending exhaustion rather than promising leads. The number of conversions increased by 61 percent during the first month.
Write a Headline That Feels Like Mind-Reading
Your headline has one job: make the visitor feel seen. The fastest way to do that is to use the words they already use when they complain to friends.
- Instead of “Advanced CRM Platform for Growing Teams”
- Try “Stop Losing Deals Because You Forgot to Follow Up”
- Instead of “Premium Organic Skincare Line”
- Try “Finally, Moisturizer That Doesn’t Break You Out (Even on Hormonal Days)”
The second one in any pair prevails as it is specific, emotional, and familiar. Specificity is better than cleverness.
A pairing of the headline and a sub-headline that gives an assurance of the outcome and a clue of how you can accomplish it.
Example: Stop Missing Deals Because You Forgot to Follow up. New free notifications, automatic workflows, and a team dashboard that is used in reality – and it is free now.
Turn Features into Benefits that Can be Felt
Harvard Business School Professor Theodore Levitt famously said, “People don’t buy quarter-inch drill bits. They buy quarter-inch holes.” Same with software, courses, coaching, or coffee beans. It’s important to understand the customer needs. It’s our job to translate every feature into a lived experience.
- Weak: Real-time analytics dashboard
- Strong: Open your phone at 8 a.m. and know exactly which campaign to double today – before your second coffee.
- Weak: 30-day money-back guarantee
- Strong: Try it for a full month. If you don’t love it, we’ll refund you and still wish you the best.
We use a simple framework for this:
You + Outcome + Timeframe + Objection-Killer
“You’ll close your first new client in under 14 days without cold calling; or we work for free until you do.”
Make Every Call-to-Action Feel Like the Obvious Next Step
The best CTAs don’t sound like CTAs. They sound like the reader talking to themselves.
- “Show me the simple plan”
- “Let me try it risk-free”
- “Yes, I want the template”
Observe the first-person language. It reduces resistance since the reader is rehearsing the click in his/her head. The main CTA should be put above the fold, then again after each key point of proof. On mobile, make it thumb-friendly and sticky, such that it follows on the scroll.
Let Your Customers Do the Selling
After you’ve made the promise, bring in voices that back it up. We follow a simple proof stack:
- One-sentence quote from a customer who matches the reader
- Photo + name + company (real humans convert better)
- Specific result with a number
- Short video testimonial if budget allows (86 percent lift on average)
In the case of B2B pages, we include trust logos, case study snippets, and rows of as featured in. In the case of consumer brands, we will be relying on user-created photos and star ratings directly from the reviews.
Design the Reading Experience Before You Design the Page
People don’t read landing pages. They scan them. Write for scanners:
- One idea per paragraph
- Two lines maximum per paragraph
- Bold the first 3–4 words of key sentences
- Use bullet points that start with benefit verbs (Save, Eliminate, Discover, Reclaim)
- Leave generous white space – it feels expensive and trustworthy
On mobile, test with your thumb. If you have to pinch or hunt, you’ve already lost them.
Test Like Your Revenue Depends on It (Because It Does)
Each quarter, we select a single variable and conduct an A/B test without any cleaning. Primary CTA copy precedes lead-form length, which is preceded by big swing headlines.
Recent wins for clients:
- Replacing the text “Book a Demo” with “See It in Action in 15 Minutes” - 34 percent bookings.
- Placing the testimonial block above the fold - 19 percent lift.
- Exchange of stock photos with actual team pictures - 27 percent more trust signals are tweaked.
You don’t need a big budget. Google Optimize is still free, and even five hundred visitors can tell you which direction to go.
What's the Plan Now?
Pick one landing page you control right now. Open it in a private browser tab and read the first screen out loud. Does it sound like something your best customer would say about their own problem? If not, rewrite the headline and sub-headline tonight. That single change often unlocks double-digit gains.
Then keep going, layer by layer, using everything here.
Or, if you’d rather hand it to people who do this for breakfast, drop us a line at Faber Cre8tive. We love turning good offers into unstoppable pages.
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