Google your competitors. Study their landing pages. How do they communicate with the site visitors? What feedbacks do they use to convince users of their product quality? Carefully study all the information to understand how to make your landing page stand out from the crowd of similar products.
USP is the reason why your product is better than the one of competitors. In other words, think USP as what you have that competitors don’t.
Write out your USP using this formula: [Product] for [target audience] to solve [problem] with [secret sauce].
Example: "KarateKid is developing martial arts lessons for kids to make them strong without injuring themselves."
Example: "Affordable meeting rooms in great locations. Book instantly, cancel easily."
Example: "Geckoboard helps everyone in your team focus on work that improves the metrics that matter to your business."
Find out what you want your target customer to do on your site. Write CTA. Motivate your prospect to take the action.
Do you want to sell your product? Or you want to get subscribers to your new blog? Or to sell a subscription for services? Or you want to invite people to contribute to your platform? Key goal activity should be defined clearly. You’ll measure your success by the number of visitors completed this goal action.
In your copy, focus on the benefits for the prospect, not the features. State your value proposition and explain the product benefits.
Show use cases, show how faster / cheaper / better the life of your customers would be with the product.