4 (not boring) ways to nail your landing page copy

THE BREAKDOWN

Teamwork’s PPC landing page example.

For your consideration, here’s Teamwork’s PPC landing page for agencies:

I found this page—plus the 3 other pages I’ll look at in this series—by searching “project management for agencies.”

Let’s focus on the hero:

What's working on Teamwork’s landing page:

1) Ad-to-landing page headline harmony.

The ad copy "agency project management, the all-in-one for client work" aligns nicely with the landing page headline "Get complete clarity with the only PM platform built for client work."

This consistency helps reinforce the reader's decision to click. And assures them they're in the right place.

2) Clear product category and use case identification.

The hero immediately answers two critical questions:

1. "What is it?"

2. "Is it for people like me?"

By specifying Teamwork is a "PM platform built for client work," Teamwork allows right-fit readers to quickly self-qualify.

3) Streamlined navigation that focuses the reader on taking the goal action.

Teamwork trims their nav options compared to their main site. The result? They help their reader stay focused on booking a demo or starting a free trial.

See the difference between the streamlined nav and the main nav? The simplified PPC nav keeps the reader on track toward the next step in their buying journey.

4) CTA that pops, backed by savvy click triggers.

The primary CTA is high-contrast, which helps it stand out on the page. Good!

Even better? The CTA is flanked by risk-reducing click triggers: "30-day free trial" and "No credit card required." These address common hesitations and lower the perceived risk in taking action.

Here’s what we might test on Teamwork’s landing page:

Here are two ways Teamwork could strengthen its landing page hero:

1) Hero image with more hustle.

The current image shows the platform, sure. But it could work harder to showcase how Teamwork delivers key benefits mentioned in the copy, like "complete clarity" or “scale-ready.”

For example, the "scale-ready" benefit mentions add-ons like desk, chat, or spaces. An interactive element showing these could amp up the appeal.

2) Unique value prop that actually stands out.

The claim of being "built for client work" sounds strong on the surface… but the competitors are basically saying the same thing. And without proof to back the claim, it just sounds like noise (even if it’s true).

What specific capabilities make Teamwork uniquely suited for client work compared to the competitors and competitive alternatives? The answer to this question needs to be on the page—ideally, at least teased in the hero—and backed with irrefutable proof.

THE PSYCHOLOGY

Cognitive fluency and the power of message matching in your landing page copy.

Teamwork's strong alignment between ad copy and landing page headline leverages the principle of cognitive fluency.

What’s cognitive fluency, you ask? It’s how easily our brain processes and understands the information it's presented.

As you’d likely expect, the level of a message’s clarity, simplicity, familiarity and ease of comprehension make a message easier—or more difficult—to process. And the ease with which you process information—your fluency—affects your judgment of the information.

So when your reader sees a consistent message from ad to landing page, the consistent message creates a smoother mental transition. This fluency makes the overall experience feel "right," increasing trust, positive brand perceptions and, as a result, the likelihood of conversion.

If you’d like to explore cognitive fluency further, here are more resources:

• High fluency can improve recognition sensitivity based on learned metacognitive expectations (Frontiers in Psychology, 2022)

• The predicting power of cognitive fluency for the development of utterance fluency in simultaneous interpreting (Frontiers in Psychology, 2020)

• The learned interpretation of cognitive fluency (Psychological Science, 2006)

THE ACTIONABLE TIP

Keep your reader’s eye on the goal.

Here's the actionable tip you should swipe for your landing pages:

Keep your reader focused on taking the goal action you want them to take.

Here's how:

1. Streamline your navigation. Keep only conversion-related items (e.g., "Start Free Trial" and "Book Demo"). This guides visitors towards action.

2. Use click triggers strategically. Place risk-reducers like "No credit card required" near your CTA. These address common objections and lower action barriers.

3. Nail the message match. Align your landing page headline and your ad copy. This creates a seamless experience and reinforces the visitor's decision to click.

4. Make your unique value proposition crystal clear. Don't just say you're different—prove it. Use specific, concrete language and media to explain why your solution is uniquely suited to your target audience's needs.

Remember: Every element on your landing page should serve your primary conversion goal. If it doesn't contribute directly, cut it. Be ruthless. (I dare you.)

Next week: We'll dissect Wrike's competing landing page and see how it measures up against Teamwork's approach. Stay tuned!