Landing page copy
Copy written for a single page with one job, judged on whether people take that one action.
In depth
What it really means
Landing page copy is written for a page with one conversion goal and no navigation away from it. A blog post can succeed by being read. A landing page succeeds only when someone acts.
The constraint changes how you write. Every sentence is either moving the reader toward the action or giving them a reason to leave, and there is no third category. That is a harsher standard than most content is held to, and it is why landing page copy is a distinct skill rather than blog writing with a button at the end.
The benchmarks
| Measure | Figure |
|---|---|
| All-industry median landing page conversion | around 6.6% |
| B2B average | around 13.3% |
| Good B2B target for a focused offer | 15% to 25% |
| Cost of each extra form field | 5% to 10% of conversions |
What a landing page has to answer, in order
What is this? Above the fold, in plain words, without a metaphor.
Is it for me? Name the reader’s situation, not their job title.
What do I get? Outcomes, with specifics.
Why should I believe you? Proof, numbers, named customers.
What does it cost me? Money, time, effort, risk.
What happens next? One action, repeated.
Pages fail at question two more than anywhere else. A visitor who cannot tell within five seconds whether the page is for them leaves, and no amount of proof further down gets read.
Pros & cons
Pros
- The most directly measurable copy you will write. A/B testable, with a clear success number.
- Small changes compound. Moving 8% to 12% is a 50% lift in leads from the same traffic.
- Forces positioning clarity, because vague positioning is visible immediately in the conversion rate.
Cons
- Little organic traffic of its own. Landing pages need a source, whether ads, email or internal links.
- Testing needs volume. Below a few hundred conversions a month, most results are noise.
- Tempting to over-optimize buttons while the offer itself is the problem.
The mistake people make
Writing the page before deciding who it is not for. Copy that tries to convert everyone converts nobody, because the specific language that makes one segment feel understood is exactly the language that excludes the others. Pick the segment, write to them alone, and build a second page if the second segment is worth it.
Best practices
- One page, one action. Remove the navigation.
- Say what it is in the first five words of the headline.
- Write to one segment and accept that the page repels others.
- Put proof near every claim rather than in a testimonial block at the bottom.
- Cut form fields nobody filters on.
- Test the offer before testing the button colour.
FAQs
What is landing page copy?
Copy written for a page with a single conversion goal, judged on whether visitors take that action.
How is it different from a homepage?
A homepage routes many audiences to many destinations. A landing page serves one audience and one action.
What is a good conversion rate?
The all-industry median is around 6.6% and B2B averages around 13.3%. A focused offer to a matched audience should target 15% or higher.
Long page or short page?
As long as the objections require. High-commitment offers need more page. A free checklist needs very little.
What should I test first?
The headline and the offer. Those move conversion far more than layout or button styling.
Keep reading
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