Assumed audience
- Reading level: comfortable with writing and web publishing; has completed “Headlines and Value Propositions.”
- Background: understands features vs. benefits, headline writing, and value propositions.
- Goal: learn to write the complete copy for a landing page that converts visitors to action.
The persuasive sequence
A landing page is a single-purpose persuasive document. Every element serves one goal: moving the visitor toward the call to action. The page’s structure follows the reader’s psychology — it answers their questions in the order they naturally ask them.
“What is this?” → the headline and value proposition “How does it work?” → the explanation section “Can I trust this?” → social proof and credibility “What if…” → objection handling “What do I do now?” → the call to action
This sequence is not rigid — sections can be reordered, combined, or repeated for emphasis. But the questions are universal. A landing page that skips one leaves the reader with an unanswered question, and unanswered questions prevent conversion.
Section by section
Above the fold
The above-the-fold section must accomplish three things before the reader scrolls:
- State the value proposition — what this is and why it matters.
- Show who it’s for — the reader must recognize themselves.
- Provide a CTA or a reason to scroll — either the reader acts now or they keep reading.
The headline carries most of this weight. Support it with a subheadline that adds specificity or addresses a secondary concern. If the product is visual, a screenshot or demo image above the fold shows what words describe.
Features as benefits
The body of the page translates features into benefits. Each feature section follows a pattern:
- Benefit headline — what the reader gets (not what the product does).
- Brief explanation — how the feature delivers the benefit. Two to three sentences.
- Visual support — screenshot, icon, or illustration that shows the feature.
Three to five features is typical. More than five dilutes attention; fewer than three may not build enough value. Order by importance to the reader, not by importance to the product team.
Social proof
Social proof belongs after the explanation — once the reader understands what the product does, they need evidence that it works. The forms, in approximate order of persuasive power:
- Specific results — “We reduced our response time from 4 hours to 20 minutes.” Numbers from real customers are the strongest proof.
- Testimonials with attribution — full name, title, company. Anonymous testimonials have little credibility.
- Case studies — linked from the landing page, not embedded in full. A one-sentence summary with a “Read more” link.
- Logos — recognizable brand logos signal credibility. Only use logos you have permission to display.
- Aggregate numbers — “10,000 teams,” “4.8-star average.” Large numbers and high ratings signal reliability.
Objection handling
Every reader has reasons not to act. The landing page must address the most common objections — not defensively, but confidently.
Common objections and how to address them:
- “It’s too expensive.” → Show value relative to cost. “Less than the cost of one wasted meeting per week.”
- “It’s too complicated.” → Show simplicity. “Set up in under 5 minutes — no engineering required.”
- “I’m not ready to commit.” → Reduce risk. “Free for 14 days. No credit card required.”
- “I don’t trust you.” → Provide proof. Social proof, security badges, privacy commitments.
FAQ sections often handle objections efficiently — the question-and-answer format lets the reader find their specific concern.
The call to action
The CTA should be visible at multiple points on the page — at minimum, above the fold and at the bottom. On longer pages, a sticky header or repeated CTA section prevents the reader from having to scroll back up.
CTA copy should:
- Name the action specifically: “Start your free trial” not “Get started.”
- Reduce perceived risk: “No credit card required” or “Cancel anytime.”
- Match the value proposition: if the page promises time savings, the CTA might say “Start saving time.”
Copy length
The question “how long should landing page copy be?” has one answer: long enough to address every relevant objection and short enough to maintain attention. For low-commitment actions (free sign-up, newsletter subscription), short pages work — the reader doesn’t need much persuasion. For high-commitment actions (purchasing, annual subscriptions), longer pages work — the reader needs more evidence, more objection handling, more proof.
The test is not word count but conversion rate. If the page converts well at 500 words, don’t add 500 more. If conversion is low, the copy is either missing something the reader needs or including something that creates friction.
Guidance
- Before writing, list every objection a reader might have. Then make sure the page addresses each one.
- Write the CTA first. If you can’t write a clear, specific call to action, you don’t yet know what the page is for.
- Read the page with fresh eyes (or better, test it with a real reader). Mark every point where you hesitate, feel confused, or want more information. Those are conversion leaks.
- Cut ruthlessly. Every sentence that doesn’t serve the page’s single goal is a distraction.