How to Write Landing Page Copy That Matches Search Intent
Search intent is the reason someone typed a query into Google. If your landing page copy does not match that reason conversions drop no matter how good your ads are.
Most landing pages fail because they talk about the business instead of answering what the searcher actually wants right now.
Intent Comes Before Creativity
Good landing page copy is not clever. It is aligned.
Before writing a single word we look at the exact search that triggered the click. Someone searching emergency plumber is in a very different mindset than someone searching plumbing services near me.
The copy must reflect urgency clarity and next steps based on that intent.
Match the Headline to the Search
The headline should feel like an immediate answer to the search.
If someone searches car accident lawyer and lands on a headline about trusted legal excellence the disconnect causes doubt.
When the headline mirrors the search language trust increases and friction drops.
Say What They Want to Hear Not Everything You Do
Searchers are not looking for your full story.
They want to know if you solve their problem and how fast.
We write copy that leads with outcomes availability and action instead of background credentials.
Details come after the intent is satisfied.
Use Proof That Supports the Intent
Social proof only works if it reinforces the reason they clicked.
A visitor searching medical malpractice lawyer wants reassurance around results experience and seriousness. A visitor searching free consultation wants clarity and ease.
Proof should support the decision they are already trying to make.
Remove Anything That Does Not Serve the Intent
Extra sections generic paragraphs and unrelated services dilute focus.
If a piece of copy does not help someone decide to contact you it does not belong on the page.
Less copy with clearer alignment converts better than long unfocused explanations.
Why Intent Matching Improves Ad Performance
When landing page copy matches search intent conversion rates increase.
Better conversion signals improve Google Ads delivery and lower cost over time.
This is why fixing copy often improves performance faster than changing bids or budgets.
How We Write Landing Page Copy at BRIW
We start with the search not the brand.
Every headline subheading and CTA is written to align with the intent behind the keyword.
When intent and copy match clicks turn into leads and leads turn into revenue.
If your ads get traffic but not results the copy is usually the problem.