Your Copy
In case you didn't know, "copy" is just another term for any kind of text composition. The words you're reading now are copy. Your website's headline and body text is all considered copy.
An Actionable Headline
Your landing page headline is just like any other headline -- it should entice people to take some sort of action.
In this case, that action is filling out the form on your landing page. Make sure that your copy uses action-oriented words that communicate the value of the offer behind the landing page.
For example, compare "Free Checklist: Your Go-To Guide for Studio Preparation" to "Studio Preparation Ebook." The first is much more enticing. (we'll cover content marketing on week 4)
Headline Matches Intent
Why did the person come to your website? Do they need mixing services? Are they looking for a voiceover studio? Are they trying to find a producer who can shape their half-assed ideas and turn them into hits?
The actionable headline on your website needs to match the intent of the people who come to your site. There's no use calling someone to take an action they have no interest in taking. For example, if I'm a 5 person metal band looking to for a mixing engineer, the last thing I'd ever want to see is a headline that's written for solo pop artists that are looking for production services.
Sub-Header Describes Benefit Of The Action (optional)
Think of your sub-header as a more practical extension of your headline. Your headline should be flashy yet indicative of what people will get by filling out the form. Your sub-header is a much less flashy tagline -- it's very clear on what the benefit is of the offer.
So if your headline is"Free Checklist: Your Go-To Guide for Studio Preparation," your sub-header would say something like "Learn to make the absolute most of your time in the studio."
Body Copy Is Scannable, Scrollable, and Compelling
Next up is the actual body copy of your landing page. People shouldn't have to read this part of your landing page to know what your offer is about -- the headline and sub-header should accomplish that. But if they want more info about "what's in it for them," the body copy's the place to find it. There's not a set length on the copy -- just make sure it's informative and enticing, yet easy to scan.
Bullet points can help with scannability. Also, think about keeping your paragraphs to only a few sentences -- that'll help people on mobile, in particular, scan through your page.
Meta Description Draws People In
This is the text that shows up on Google when someone searches for your name. It's also the text that shows when someone shares a link to your studio on social media. I shouldn't have to explain why this is important. Make sure it's clear, concise, and draws people into your website.