How to Write Landing Page Copy That Speaks Your Customer's Language

Ditch the corporate jargon and write copy that actually converts

Woke up this morning with my brain buzzing about landing page copy - nice! After wrestling with yet another client's homepage that was speaking in corporate jargon rather than human, I've decided it's time to share the exact framework that turns website visitors into customers by using their actual words, not marketing fluff.

So far, I've been watching too many businesses rely on what sounds "professional" rather than what actually converts. Which, let's be honest, is like planning a dinner party and serving cardboard because it looks fancy. As my slightly dramatic marketing mentor used to say - "If your copy doesn't make your customer nod along, you're just talking to yourself." Poor bloke probably wrote better grocery lists than most landing pages I see.

Right, now as per my battle-tested approach - I'm going to brain dump the exact process I use to write copy that makes ambitious entrepreneurs who want to connect with their audience actually feel heard. I'm also including established businesses who are pivoting their messaging because frankly, that's where most of my clients are when they find me, and I really get that struggle.

But here's the game-changer - once you understand your customer's actual language (not what you think they should want to hear), everything changes. We'll circle back to that. For now, let's dive into the method - I'm feeling like this needs proper structure, so let's framework this thing!

TL;DR: Landing Page Copy Essentials

• Use your customers' exact words, not corporate speak
• Write like you're having a conversation, not giving a presentation
• Focus on their problems and emotions, not your features
• Test everything against reality, not your ego
• Make it scannable - walls of text kill conversions

The "Mirror Test": Why Your Best Copy is Hiding in Plain Sight

My new approach hit me when I was people-watching at a coffee shop (as you do). I overheard someone explaining their business problem to a friend, and they used completely different words than what was on their website. That's when it clicked - we need to write like our customers actually talk, not like we think they should talk.

Back to the framework. To keep your actual human customers in mind whilst you write, I'm going to show you how to capture their real language first. Think of it as linguistic archaeology - we're digging for the words that make them go "YES, exactly!"

The Customer Language Archaeology Method: Your 3-Step Research Process

Step 1: Collect the Real Words Your Customers Actually Use

Grab some metaphorical blue sticky notes and start gathering the actual phrases your customers use. Not from surveys (those are lies), but from:

• Sales calls where they explain their problems
• Customer service chats when they're frustrated
• Social media comments when they're being honest
• Reviews where they describe their transformation

I swiftly discard anything that sounds like marketing speak. Certain phrases like "leverage synergies" are just not how humans talk. They're icky and there's already too much corporate nonsense out there.

Step 2: Find the Emotional Undercurrent Behind Their Words

Feeling a bit like a therapist at this point, but here's the thing - your customers aren't just buying your product, they're buying the person they'll become. As Maya Angelou said, "People will forget what you said, but they will never forget how you made them feel." So let's make sure we're hitting those emotional notes.

Look for the words that carry weight:

• What they're worried about (their 3am thoughts)
• What they're excited about (their "what if" dreams)
• What they're frustrated with (their "why is this so hard" moments)

Step 3: The Translation Game - From Customer Language to Converting Copy

Now I'm going to take those authentic customer phrases and weave them into copy that feels like a conversation, not a presentation. This is where the magic happens - matching their language while guiding them toward your solution.

Instead of: "Our comprehensive solution optimizes your workflow efficiency"Try: "Finally, a way to get through your to-do list without that Sunday night dread"

Converting Copy Framework: The Three Elements That Actually Work

Headlines That Hook Your Ideal Customer

Your headline should sound like your customer explaining their problem to their best friend. If they wouldn't say "I need to optimize my conversion funnel," don't put that in your headline.

Body Copy That Breathes and Converts

Write like you're having coffee with them. Use their phrases, acknowledge their specific struggles, and for heaven's sake, break up those walls of text. Nobody has time for War and Peace on a landing page.

CTAs That Convert Without Being Pushy

Your call-to-action should feel like the obvious next step in the conversation, not a pushy sales pitch. "Start your free trial" vs "See what the fuss is about" - which one sounds more like something you'd actually click?

The Landing Page Copy Reality Check: Score Your Success

OK over to the testing part. Now I'm going to share the brutal truth - you need to score your copy against reality, not your ego. Rate each section on:

• Does this sound like my customer talking?
• Would they actually say this to a friend?
• Does this address their real problem or my perceived problem?
• Is this building trust or just showing off?

Speed to understanding is a BIG factor here too. If someone can't figure out what you do in 5 seconds, you've lost them.

Yikes! Truth bomb incoming - most landing pages fail because they're written for the business owner, not the customer. Really examine each line with fresh eyes. Are you being the 'helpful expert' or the 'confusing jargon machine'?

The Copy Conversion Checklist: What Actually Moves the Needle

Before you hit publish, run through this reality check:

• Headline clarity - Can a 12-year-old understand what you do?
• Emotional resonance - Does your copy address their fears and desires?
• Social proof placement - Are testimonials solving specific objections?
• Friction elimination - How many steps to convert? (Fewer is better)
• Mobile optimization - Does it work on the tiny screen everyone uses?

Advanced Copy Tactics That Work:

• Use "you" more than "we" - Make it about them, not you
• Address objections directly - Don't pretend concerns don't exist
• Create urgency without being sleazy - Limited spots vs fake countdown timers
• Tell stories, not features - "Sarah saved 10 hours a week" vs "Advanced automation"
• Match search intent - If they searched for a solution, lead with the solution

Common Landing Page Copy Mistakes That Kill Conversions

The jargon trap - Using industry speak that makes you sound smart but confuses customers. If your grandmother wouldn't understand it, simplify it.

The feature vomit - Listing every single thing your product does instead of focusing on the one thing that matters most to this visitor.

The ego copy - Writing about how amazing your company is instead of how amazing your customer will become.

The wall of text - Creating paragraphs that look like biblical scrolls. Break it up with subheads, bullets, and white space.

The weak CTA - Using generic "Submit" or "Learn More" instead of specific, benefit-driven action words.

The Final Polish: Making Copy That Converts Like Crazy

The day should finish with copy that feels natural, addresses real problems, and guides people toward a solution they actually want. Not because you told them they should want it, but because you've shown them you understand exactly where they are right now.

Remember - your customers don't want to be educated, impressed, or overwhelmed. They want to be understood. Write like you get them, because when you do, they'll stick around to see what you're really about.

The ultimate test: Read your copy out loud. If it sounds like something you'd actually say to a friend over coffee, you're on the right track. If it sounds like a corporate press release, back to the drawing board.

Now stop overthinking it and start writing like a human. Your customers (and your conversion rates) will thank you for it. (Want to dive deeper into understanding what makes customers tick? Check out my complete guide to customer research).

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