If the timing feels right, the message feels more relevant
That’s why I always tie the copy to a specific need, frustration, or goal. Not in a gimmicky way — just enough to show that I get it.
I also write like a human. Short sentences. Clear democratic republic of the congo telemarketing database benefits. No jargon. And I focus on one action I want them to take. That helps the copy stay focused, even if the offer is complex.
If I’m stuck, I’ll start by writing out the page in bullet points: problem, solution, proof, CTA. Then I’ll layer in voice and flow. That’s usually enough to get me out of my own head and into the mind of the reader.
Pro tip: When I want a fast starting point, I’ll use gen-AI tools like HubSpot’s Campaign Assistant or ChatGPT to generate a rough draft based on my main points, then refine from there. It’s great for getting unstuck or testing out a few different angles.
Make it effortless to take action.
Every landing page I’ve built that performs well has one thing in common: a super clear next step. Not hidden in the footer. Not lost in a sea of text. Right there, bold and easy to click.
Like I said before, I try to remove any friction between interest and action. That means the call-to-action (CTA) button stands out, the copy on it is specific (“Download the guide,” “Reserve your spot”), and the form is short — just enough to qualify the lead, never more.
If the action takes more than a few seconds to understand, something’s off. I’ll rework the layout, trim the copy, or reposition the CTA until it feels obvious what to do next.
7. Test everything before you launch.
Even if a page looks great, I’ve learned the hard way: Never hit publish without testing everything. I always preview the page on both desktop and mobile, click every button and link, and double-check that the form works and actually sends data where it’s supposed to.
One time, I forgot to connect the form to our CRM before launch. The page looked great, the CTA worked, and the form submitted — but the leads were going nowhere. We didn’t realize until a teammate flagged the missing contacts in our dashboard. That one small oversight cost us a week of leads. But hey, at least I learned from it.