Getting a task from a client, UX designers tend to pay attention to the design goals, not the contents of the website/app itself. There’s something completely wrong with it because the visual part might be superb, but when it frames a vague or wordy message, the client's goals won’t be reached.

To avoid this, a UX designer should dive deeper into the content, analyze it, and restructure it in an interface-friendly way. It doesn’t mean doing the copywriter’s job, it means collaborating. The reality is that sometimes the writing team is used to praising the product (because clients like that), or there is no copywriter involved in the project at all.

Provide proof instead of opinion

An impression is more powerful when the customer can conclude the product’s benefits on their own. Instead of a colorful line of adjectives like “ultimate” or “leading” you should aim at what exactly makes the product that cool. The trick is to be precise, preferably with an example.

It feels like everything about LPs has already been said, however, I still keep seeing the same mistakes being made over and over again both by start-ups and established companies. Here are some tips, backed up by my 10-year experience as a UX/UI Director in agencies and product-led companies. These alone will give a nice increase in your conversion rate, I guarantee. 

Use a descriptive, not a salesy hero header 

Answer the questions “What?” and “For whom?” as early on the page as possible. A very common pattern is the largest copy being an inspirational abstract slogan and below it in smaller font the actual statement about what the product is and what it does.