How to Write Landing Page Copy That Converts
Stop writing features. Start writing outcomes. A practical guide to landing page copy that turns visitors into leads and customers.
The #1 Copy Mistake on Landing Pages
Most landing pages describe what the product does instead of what the customer gets. Features tell, benefits sell.
The Outcome-First Framework
For every line of copy, ask: "So what?"
- ❌ "Real-time analytics dashboard"
- ✅ "Know which campaigns are working before lunch"
- ❌ "AI-powered lead scoring"
- ✅ "Stop wasting time on leads that will never buy"
- ❌ "24/7 customer support"
- ✅ "Get help the moment you need it, not when business hours resume"
The Hero Section Formula
Your hero needs three things:
1. Headline: State the outcome in 8 words or fewer
2. Subheadline: Explain how in one sentence
3. CTA: One clear action
Example:
- Headline: "Get 3x More Qualified Leads"
- Subheadline: "Landing pages built for conversion, shipped in days."
- CTA: "Start Your Project Brief"
Section Copy Rules
1. Lead with the pain. What's the problem your visitor is trying to solve?
2. Present your solution. Not your product — your solution to their problem.
3. Prove it works. Testimonials, numbers, case studies.
4. Remove objections. FAQ section that addresses the real hesitations.
5. Ask for the action. Clear CTA with microcopy that reduces risk.
CTA Copy That Works
Forget "Submit" and "Click Here." Good CTAs:
- State the outcome: "Get My Free Audit"
- Reduce risk: "Start Free — No Credit Card"
- Create urgency: "Claim Your Spot (12 Left)"
- Be specific: "Download the 2026 Playbook"
The 5-Second Test
Show your landing page to someone for 5 seconds. Then ask:
- What does this company do?
- What should I do next?
- Why should I care?
If they can't answer all three, rewrite your hero.
*Need help with your landing page copy? We refine headlines, sections, and CTAs as part of every project. Start your brief.*