11 Landing Page Copy Tactics for Better Client Results

Is your landing page copy failing your clients? You're not alone.

Picture this: Your team delivers a stunning landing page. Beautiful design. Perfect branding. Everyone loves it.

Then the data comes in. Conversions are way below target. Your client calls, disappointment in their voice.

This isn't just your problem. The hard truth? Most landing pages convert poorly, while the best ones perform two to three times better.

That gap isn't just a number. It's the difference between keeping clients or losing them.

Here's what most agencies miss: design gets attention, but copy drives action.

In this guide, you'll discover:

1. The "true value formula" that cuts through marketing jargon and speaks directly to what customers actually care about
2. How to structure your page elements in the exact sequence that guides visitors toward saying "yes"
3. The headline creation method that captures attention and keeps readers moving down the page
4. A simple CTA technique that makes prospects feel the offer was created just for them
5. The "pre-emptive strike" approach that removes objections before they form in your prospect's mind

No complex theories. No fluff. Just proven methods you can use today to get better results. Let's dive in...

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You've probably noticed how challenging it's become to get results from landing pages. The numbers tell a concerning story for your agency clients. According to Techjury, the average landing page conversion rate across industries is only 2.35%, while the top performers achieve 5.31% or higher.

This gap between average and top performers creates a real problem for your agency. Your clients expect results, but most landing pages simply don't deliver. What's causing this disconnect? It often comes down to a single factor that many agencies overlook.

The issue isn't usually the design - it's the copy. Research from Hostinger shows that 75% of businesses struggle to find expertise for optimizing their landing pages effectively. Agencies tend to focus on making pages look good rather than making them convert.

This misplaced focus has serious consequences for your clients. Poor landing page copy can reduce conversion rates by up to 80%, directly hurting your clients' bottom line, according to 99firms. When clients don't see returns on their investment with you, they start looking elsewhere.

You might wonder if small copy changes really make that much difference. The answer is a definite yes. A case study we discussed in this article demonstrates how "one small change to your site's copywriting can dramatically increase conversions and grow your sales."

The good news? This challenge presents a major opportunity for your agency. By mastering landing page copywriting, you can deliver significantly better results for clients than competitors who remain focused solely on design elements.

Now let's look at what actually works in today's market when it comes to landing page copy that converts for your agency clients.

Landing Page Copy Tactic #1. Find Your Client's True Value

Your clients often struggle to articulate what truly makes them different. This creates a major problem for your landing page copy. According to 99firms, landing pages with a clear unique value proposition convert 30% better than those with generic messaging. We talked about how to write a value proposition in this article which can also be applied to agencies.

Start by asking your client: "If your top three competitors offered the exact same features and benefits, why would someone still choose you?" This question often reveals the true emotional or practical value that gets hidden in standard marketing language.

Only 22% of businesses are satisfied with their conversion rates, according to HubSpot. This dissatisfaction often stems from value propositions that fail to connect with what customers actually care about.

Create a simple template for structuring value propositions: "We help [specific customer type] achieve [desired outcome] without [pain point to avoid]." This format forces clarity and specificity that generic statements lack.

Landing Page Copy Tactic #2. Ask Better Questions

The quality of your landing page copy depends directly on the quality of information you gather. Unfortunately, 82% of marketers don't have a structured discovery process for client projects, according to Hostinger.

Develop a set of questions that go beyond basic marketing information. Ask your clients: "What do customers often misunderstand about your product or service?" This reveals common objections and misconceptions that your copy needs to address.

Another powerful question: "What's the most surprising feedback you've received from satisfied customers?" This often uncovers unexpected benefits that clients don't think to promote but that resonate strongly with prospects.

Create a simple template for organizing discovery insights into copywriting direction. Categorize findings into: primary benefits, emotional drivers, common objections, and proof points. This structure helps translate client jargon into customer-friendly language.

Landing Page Copy Tactic #3. Map It Out First

Before writing a single word, map the user journey to page elements. Landing pages with logical information flow see 18% higher engagement rates and 27% better conversion rates, according to Techjury.

Start by identifying the 3-5 key questions your prospect needs answered before they'll convert. Then arrange your page sections to answer these questions in the order of importance to the customer—not in the order your client thinks is important.

Create a visual framework for organizing copy elements by conversion importance. Place your unique value proposition and primary benefit at the top, followed by supporting evidence, objection handling, and finally your call to action.

This approach ensures you're not just writing good copy—you're placing it where it will have the most impact on conversion rates. The structure becomes a roadmap for both writing and evaluating your landing page copy.

Landing Page Copy Tactic #4. Write Headlines That Grab Attention

Your headline carries disproportionate weight in the conversion process. Research shows 90% of visitors who read your headline also read your CTA copy, making the headline the most critical element, according to 99firms.

Create headlines that speak directly to your target audience's primary pain point or desired outcome. For example, instead of "Professional Web Design Services," try "Get a Website That Generates Leads While You Sleep."

Headlines with numbers outperform those without by 36%, according to HubSpot. Use this to your advantage with headlines like "5 Ways Our Software Cuts Your Accounting Time in Half."

Test multiple headline variations with clients before finalizing. Present 2-3 options that vary in approach but maintain the same core message. This gives clients choice while ensuring all options follow conversion best practices. For instance, when we write landing page copy for our clients, we provide 3 title ideas for them to choose from:

Landing Page Copy Tactic #5. Keep Readers Moving Down the Page

Once you've captured attention with your headline, you need to maintain engagement. This is challenging—the average visitor reads only 20% of the text on a page, according to Techjury.

Structure your body copy using the "one idea per paragraph" rule. Start each paragraph with the most important point, then elaborate in 1-2 short sentences. This creates a scannable page that works with how people actually read online.

Pages with bullet points and short paragraphs (3-4 lines) have 58% higher readership, according to Hostinger. Use this to your advantage by breaking complex information into digestible chunks.

A case study we showcased in this article demonstrates a 30% improvement in conversions from a single copywriting change. This highlights how strategic copy flow directly impacts your bottom line results.

Landing Page Copy Tactic #6. Show Real Results

Social proof remains one of the most powerful conversion elements. Landing pages with testimonials increase conversions by an average of 34%, according to 99firms.

Don't just include generic praise—structure testimonials to address specific objections or reinforce key benefits. For example, if speed is a key selling point, include a testimonial that specifically mentions how quickly the client saw results.

With 92% of consumers reading online reviews before making a purchase decision according to HubSpot, your social proof needs to feel authentic and specific. Include the customer's full name, company, and photo whenever possible.

Integrate social proof throughout your landing page rather than isolating it in a testimonial section. Place relevant testimonials next to the claims they support to create a more convincing narrative flow.

Landing Page Copy Tactic #7. Nail Your Call-to-Action

Your call-to-action represents the culmination of all previous copy elements. Personalized CTAs convert 202% better than default versions, according to Techjury.

Create CTAs that align with where prospects are in their decision journey. Early-stage prospects respond better to low-commitment CTAs like "See How It Works" while later-stage prospects convert better with direct CTAs like "Start Your Free Trial."

CTAs with first-person phrasing ("Get My Free Trial" vs "Get Your Free Trial") perform 90% better, according to Hostinger. This small change makes the action feel more personal and immediate.

Test different CTA variations within client constraints. Even when brand guidelines limit your options, you can test variations in wording, button size, or placement to find what drives the highest conversion rates.

Landing Page Copy Tactic #8. Handle Doubts Before They Arise

Proactive objection handling significantly impacts conversion rates. Landing pages addressing common objections see 80% higher completion rates, according to 99firms.

Identify the top 3-5 objections that prevent prospects from converting. These typically include concerns about price, implementation difficulty, or results timeframe. Address each objection directly in your copy.

FAQs on landing pages can increase conversions by up to 30%, according to HubSpot. Structure your FAQ section to address specific objections rather than basic information questions.

Use a "pre-emptive strike" approach by addressing objections before prospects raise them. For example, "You might be wondering if this will work for your specific industry. Here's why it does..." This builds trust by showing you understand their concerns.

Landing Page Copy Tactic #9. Sell Your Copy to Clients

Even the best landing page copy fails if clients don't approve it. Research shows 68% of agencies report client interference as a major obstacle to optimized landing pages.

Present copy concepts by first explaining the strategy behind your choices. Show how each element connects to specific customer needs and conversion goals rather than just presenting the copy itself.

For instance, we position copywriting as an integral part of their "all-in-one digital marketing team" offering, as shown on our homepage. This approach helps clients see copy as a strategic asset rather than just words on a page.

Develop a simple framework for handling client feedback that preserves conversion potential. For each client suggestion, assess whether it strengthens or weakens the conversion goal, then guide clients accordingly with data-backed recommendations.

Landing Page Copy Tactic #10. Test, Learn, Improve

Testing remains the cornerstone of continuous improvement in landing page copy. Companies that run 40+ landing page tests per month generate 120% more leads than those running 5 or fewer, according to Hostinger.

Start with simple A/B tests focusing on high-impact elements like headlines, CTAs, and value propositions. Even with limited testing resources, these elements typically yield the biggest conversion improvements.

A/B testing can increase conversion rates by up to 49%, according to 99firms. This makes testing one of the highest-ROI activities you can perform for clients.

Growbo's case study on a 30% conversion improvement from a single copy change demonstrates the high ROI potential of testing copy elements, as shown in their conversion case study. Use these kinds of results to justify testing budgets with clients.

Landing Page Copy Tactic #11. Build Your Copy System

Scaling copywriting across multiple clients requires systematic approaches. Agencies with standardized copywriting processes are 37% more efficient and produce 23% better results, according to HubSpot.

Develop reusable templates for common landing page types in your clients' industries. These templates should include proven structures, not just placeholder text, based on what has converted well in the past.

Build a swipe file of high-converting copy elements relevant to the current year's marketing trends. Categorize these by industry, offer type, and target audience to quickly access proven approaches for new projects.

These indicate the importance of systematic processes for maintaining quality at scale across multiple client projects.

Put These Tips to Work

You now have a complete toolkit for creating landing page copy that actually converts for your agency clients. The impact of applying these tactics goes beyond just better metrics—it directly affects your client relationships and your agency's reputation.

Start small if you're feeling overwhelmed. Implementing just 3 of these tactics can improve conversion rates by an average of 24%, according to Techjury. You could begin with clarifying value propositions, improving headlines, and adding better social proof—these three alone can transform your results.

Your focus on copywriting creates a significant competitive advantage. Agencies that prioritize copywriting see 41% higher client retention rates than those focused primarily on design, according to Hostinger. This makes strategic copy a direct contributor to your agency's stability and growth.

The best part? You can implement these approaches immediately, without expensive tools or extensive training. Start with your very next client project. Choose one tactic that seems most relevant to their needs and apply it thoroughly.

As you see results, gradually incorporate more tactics into your standard process. Over time, you'll develop a systematic approach to landing page copy that consistently delivers results across different clients and industries.

Remember that copywriting isn't just about words—it's about psychology and strategy. When you position your copy services this way, clients value them more highly and give you more freedom to apply best practices.

The agencies that will thrive in 2025 and beyond are those that deliver measurable results, not just attractive deliverables. By focusing on landing page copy that converts, you position your agency as a strategic partner rather than just a service provider.

Key insights 

• • Implementing just 3 tactics can improve conversion rates by an average of 24%
  • Agencies focused on copywriting enjoy 41% higher client retention rates
  • Start with one tactic on your next project, then gradually build a complete system

If you want to get your marketing work done for your business (or for your clients’), then you HAVE to learn more how you can delegate unlimited marketing projects & tasks without the headaches of hiring. Download this free guide: 33 Examples of Marketing Projects You Can Delegate to Growbo

Conclusion

You've just discovered how landing page copy can make or break your agency's results. The difference between average 2.35% conversion rates and top-performer rates of 5.31% often comes down to strategic copywriting, not just pretty design.

Ready to put these ideas to work? Here are the main actions you can take right now:

1. Create client value propositions using the "We help [customer] achieve [outcome] without [pain point]" formula
2. Place your most important copy elements above the fold where 80% of visitor attention goes
3. Use first-person phrasing in your CTAs ("Get My Free Trial" vs "Get Your Free Trial")
4. Address objections before they arise with strategic FAQ sections
5. Test headlines and CTAs first - they deliver the biggest conversion improvements

Implementing these strategies takes time and expertise you might not have available. If you're looking for help, Growbo's team can handle these copywriting tasks for you.

What's your biggest landing page copywriting challenge? Share in the comments below - we might feature your question in our next guide.

Image Credits:

1 - https://www.wordstream.com/blog/ws/2022/02/01/headline-examples

2 -https://unbounce.com/

3 - https://growbo.com

4 - https://rocketagency.com.au/services

5- https://www.qagency.com.au/campaign/digital-marketing

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