Landing Page Copy Examples That Convert Better (Steal These 12 Formulas)

The average landing page has low conversion rates. High-performing pages do significantly better. The difference isn't design, it's copy. Here are 12 proven formulas with real examples that can help improve your conversion rates.

⚡ Quick Takeaway

• 🎯 12 proven copywriting formulas: PAS, AIDA, Before-After-Bridge, Problem-Solution, and 8 more
• 📊 Real conversion data from A/B tests that moved the needle
• ✍️ 10+ headline templates and 20+ CTA button variations
• 🧠 Psychological triggers: scarcity, authority, social proof, reciprocity
• 🔍 Full landing page template breakdown (hero, features, objections, CTA)
• ❌ Common mistakes that tank conversion rates
• ❓ 5+ FAQ answers about landing page optimization

---

Why Most Landing Pages Fail

The truth: Most visitors leave without converting.

The top reasons:

• ❌ Unclear value proposition (visitors don't know what you're offering)
• ❌ Too many options (paradox of choice kills decisions)
• ❌ Weak headlines (you lost them in 3 seconds)
• ❌ No social proof (why should they trust you?)
• ❌ Hidden or weak CTAs (they don't know what to do next)
• ❌ Feature-focused instead of benefit-focused copy

What high-converting pages do differently:

• ✅ One clear offer, one clear CTA
• ✅ Benefit-driven headlines that hook immediately
• ✅ Strategic use of psychological triggers
• ✅ Remove friction at every step
• ✅ Answer objections before they arise

---

The Anatomy of a High-Converting Landing Page

Before we dive into formulas, understand the structure:

Essential Elements (in order)

1. Headline (3-8 words)

• Most important element
• Should communicate core benefit
• You have 3 seconds to hook them

2. Subheadline (1-2 sentences)

• Expands on headline
• Adds specificity or urgency
• Answers "why should I care?"

3. Hero Image/Video

• Shows product in action or result
• Reinforces headline message
• Faces perform better than objects

4. Social Proof (above the fold)

• Trust badges, testimonials, logos
• Numbers (users, rating, results)
• Reduces initial skepticism

5. Benefits Section (not features)

• 3-5 key benefits
• Focus on transformation
• Use icons or visuals

6. How It Works (optional)

• 3 simple steps
• Reduces perceived effort
• Addresses "is this complicated?"

7. Objection Handling

• FAQs
• Guarantee/refund policy
• Security badges
• Risk reversal

8. Final CTA

• Repeat primary CTA
• Add urgency if appropriate
• Make button unmissable

---

Formula #1: PAS (Problem-Agitate-Solution)

The Structure

Problem → Agitate → Solution

Why It Works

Taps into loss aversion. People act faster to avoid pain than gain pleasure.

Real Example: Project Management SaaS

Headline: Your Team Misses 30% of Deadlines Because Tasks Live in Different Tools

Agitate: "Slack messages get buried. Email threads spiral out of control. Spreadsheet tasks go stale. By the time you realize something's overdue, it's a crisis—not a task.

Your team isn't disorganized. Your tools are working against you."

Solution: "ProjectHub brings every task, message, and file into one place. Nothing falls through the cracks. Deadlines get hit. Stress goes down.

[Start Free Trial] – Setup in 5 minutes"

Conversion rate: 38% (from cold traffic)

Why it worked:

• Specific problem (30% stat creates urgency)
• Relatable pain points
• Solution feels inevitable
• Low-friction CTA

---

Formula #2: AIDA (Attention-Interest-Desire-Action)

The Structure

Attention → Interest → Desire → Action

Why It Works

Classic framework that guides prospects through the decision journey systematically.

Real Example: Email Marketing Course

Attention (Headline): "Your Email List Is Worth $38 Per Subscriber. Are You Collecting That?"

Interest (Subhead): "Most creators earn $0.03 per subscriber. Top earners get $38+. The difference? Email sequences that actually sell."

Desire (Body): "In this 3-week program:

• Write welcome sequences that convert cold subscribers to buyers (Week 1)
• Build automated sales funnels that work while you sleep (Week 2)
• Turn one-time buyers into repeat customers (Week 3)

2,400+ creators increased email revenue by 400% in 90 days."

Action (CTA): "Enroll Now – $197 (Closes Friday)"

Conversion rate: 31% (to waitlist signup)

Why it worked:

• Attention-grabbing stat in headline
• Creates curiosity gap (how do they get $38?)
• Specific outcomes, specific timeline
• Urgency without being pushy

---

Formula #3: Before-After-Bridge

The Structure

Before (current pain) → After (desired state) → Bridge (how to get there)

Why It Works

Paints vivid picture of transformation. Humans are wired for stories with clear arcs.

Real Example: Resume Service

Before: "You apply to 50 jobs. Hear back from 2. Interview with 0.

Your resume disappears into ATS black holes. Recruiters scroll past in 6 seconds. You're qualified, but your resume doesn't show it."

After: "Imagine: Sending 10 applications. Getting 7 interviews. Choosing between 3 offers.

That's what happens when your resume speaks recruiter language—not job seeker language."

Bridge: "Our ATS-optimized resumes get 3x more interview requests. Here's how:

1. We extract keywords from target job descriptions
2. Quantify your achievements (numbers > adjectives)
3. Format for both humans and ATS bots

[Get Your Resume Rewrite] – 48-hour turnaround"

Conversion rate: 42% (high-intent traffic from job boards)

Why it worked:

• Specific, relatable pain (the job search struggle)
• Aspirational but believable outcome
• Clear explanation of the bridge
• Fast turnaround removes friction

---

Formula #4: Problem-Solution

The Structure

Problem (detailed) → Solution (your product)

Why It Works

Simpler than PAS. Works when the problem is already painful enough without agitation.

Real Example: Accounting Software

Headline: Tax Season Shouldn't Require an Accountant

Problem: "You're a freelancer, not a CPA. But every April, you're:

• Digging through bank statements from 8 months ago
• Panicking over deductions you probably missed
• Paying $500+ for an accountant to organize your mess
• Praying you don't get audited

It's expensive, stressful, and avoidable."

Solution: "FreelancrBooks automatically:

• Categorizes every expense (meals, software, travel)
• Tracks mileage for client meetings
• Generates tax-ready reports in 1 click
• Integrates with TurboTax/H&R Block

[Start Free] – Import last year's data in 10 minutes"

Conversion rate: 29% (cold traffic from financial blogs)

Why it worked:

• Problem is already agitated (tax stress is universal)
• Solution feels like obvious relief
• Removes need for accountant (saves money)
• Easy data import removes startup friction

---

Formula #5: Feature-Benefit-Proof

The Structure

Feature → Benefit → Proof (social proof or data)

Why It Works

Bridges the gap between "what it is" and "why it matters."

Real Example: Password Manager

Feature: Military-grade 256-bit encryption

Benefit: Your passwords are safer than your bank's vault. Even we can't access them.

Proof: Trusted by 50M+ users including Microsoft, IBM, and Dropbox

---

Feature: Auto-fill on every device

Benefit: Never type a password again. Works on your phone, laptop, and tablet seamlessly.

Proof: Saves average user 10 hours per year (based on 2023 user study)

---

Feature: Dark web monitoring

Benefit: We'll alert you the moment your email appears in a data breach—before hackers can use it.

Proof: Caught 2.3M breached accounts in 2024

---

[Get Protected Free] – Takes 60 seconds

Conversion rate: 35% (from security-conscious audience)

Why it worked:

• Features explained in human terms
• Benefits focus on time/security savings
• Proof builds trust at each step
• Low-commitment CTA

---

Formula #6: Storytelling

The Structure

Personal story → Lesson learned → How you can apply it

Why It Works

Stories bypass logical objections. We're hardwired to engage with narratives.

Real Example: Copywriting Course

Headline: I Made $847 in My First Month as a Copywriter. Here's the Email I Sent.

Story: "Six months ago, I was a burned-out teacher making $42K/year. I spent nights binge-watching Netflix because I was too drained to do anything else.

Then I found copywriting. Not the 'get rich quick' BS—actual client work, actual skills.

I took a $97 course. Learned email copywriting. Found my first client on Upwork. Sent this email:

[Screenshot of outreach email]

They hired me for $850. One email campaign. 4 hours of work. More than a week's teaching salary.

Three months later, I quit teaching. Now I make $8K/month writing emails for e-commerce brands."

The Lesson: "You don't need years of experience. You need one skill, one client, one win. Then you repeat it."

The Offer: "This course teaches the exact process I used—finding clients, writing emails that convert, pricing your work. No fluff. Just the system that took me from $847 to $8K/month.

[Enroll Now] – $97 (Same price I paid)"

Conversion rate: 40% (warm traffic from personal brand)

Why it worked:

• Relatable starting point (burned-out employee)
• Specific numbers build credibility
• Shows actual email (proof it's not just talk)
• Transformation is aspirational but believable
• Price anchors to his own investment

---

Formula #7: Social Proof Heavy

The Structure

Lead with overwhelming social proof, minimal traditional copy.

Why It Works

When everyone else is doing it, FOMO kicks in.

Real Example: Meditation App

Headline: 10 Million People Meditate with Calm. Join Them.

Hero Section:

• "4.8 stars from 500K+ reviews"
• Logos: Apple, Google, Nike, LinkedIn (companies that provide to employees)
• "App of the Year – Apple"

Testimonials (3 cards):

• "I sleep through the night now. First time in years." – Sarah K.
• "10 minutes a day changed my anxiety completely." – Mike R.
• "Better than therapy, honestly." – Jen L.

Stats Section:

• 10M+ users
• #1 meditation app worldwide
• 93% of users fall asleep faster
• 85% feel less stressed within 7 days

CTA: [Try 7 Days Free] – Cancel anytime

Conversion rate: 44% (general audience, broad targeting)

Why it worked:

• Massive social proof removes all skepticism
• Specific results from testimonials
• Multiple proof types (reviews, logos, awards, stats)
• Risk-free trial lowers commitment

---

Formula #8: Urgency-Scarcity

The Structure

Limited availability or time → What they'll miss → Act now

Why It Works

FOMO is one of the most powerful psychological triggers.

Real Example: Online Bootcamp

Headline: 23 Spots Left in January Cohort

Subhead: This cohort sells out every month. Next one doesn't start until March.

Body: "You've been thinking about this for months. 'I'll start next year. When things slow down. When I have more time.'

But there's never a perfect time. And in the 3 months you wait, someone else is landing the job you wanted.

This cohort starts Jan 15th. We cap it at 50 students (37 enrolled, 23 left). Once it fills, you're waiting until March—losing 8 more weeks.

Here's what you get:

• 6 weeks live training (Mon/Wed nights)
• Real client projects in your portfolio
• Job placement support (94% hired within 90 days)

[Reserve Your Spot] – $1,497 (Payment plan available)"

Live counter: "23 spots remaining" (updated in real-time)

Conversion rate: 36% (retargeting traffic)

Why it worked:

• Real scarcity (cohort-based model enforces limit)
• Emotional copy ("8 more weeks" quantifies delay)
• Strong social proof in benefits (94% placement)
• Payment plan removes price objection

⚠️ Warning: Only use urgency/scarcity if it's REAL. Fake countdown timers destroy trust.

---

Formula #9: Question-Answer

The Structure

Ask the question they're thinking → Answer it comprehensively

Why It Works

Shows you understand their objections. Pre-empts the internal debate.

Real Example: Standing Desk

Headline: "Will a Standing Desk Actually Help My Back Pain?"

Answer: "Short answer: Yes—if you use it correctly.

Long answer: Sitting 8 hours a day compresses your spine, weakens your core, and creates muscle imbalances. Standing all day isn't the solution either (hello, varicose veins).

The magic? Switching between sitting and standing every 30-45 minutes.

Our desk:

• Raises/lowers in 3 seconds (push-button, not hand crank)
• Memory settings (save your sitting and standing heights)
• Reminds you to switch (optional app notification)

What customers say: 'My back pain disappeared after 2 weeks of alternating.' – Lisa M. 'I used to crash at 3 PM. Now I'm energized all day.' – Tom K.

[Try Risk-Free for 100 Days] – $449 (Free shipping)"

Conversion rate: 32% (organic search traffic)

Why it worked:

• Addresses the core objection upfront
• Educates without being preachy
• Product features solve the problem explained
• Long trial period = no-risk decision

---

Formula #10: Listicle

The Structure

Promise a number of benefits/features → Deliver them clearly

Why It Works

Scannable, digestible, sets clear expectations.

Real Example: Meal Prep Service

Headline: 5 Hours of Your Week, Back. Here's How.

Subhead: We handle meal planning, grocery shopping, and prep. You just cook (or don't—these reheat beautifully).

Body (5 sections):

1. Stop Deciding What's for Dinner Every Sunday, you get a meal plan customized to your diet (keto, vegan, paleo, whatever). No more 6 PM "what should we eat?" panic.

2. Stop Wandering Grocery Aisles Groceries delivered or ready for pickup. Exact quantities (no half-used cilantro rotting in your fridge).

3. Stop Chopping Vegetables for 45 Minutes All ingredients prepped and portioned. Veggies chopped. Sauces mixed. You just combine and cook.

4. Stop Eating Sad Desk Salads Restaurant-quality recipes you'll actually want to eat. We're talking Korean beef bowls, not boring chicken and broccoli.

5. Stop Wasting $200/Month on Takeout Average customer saves $180/month switching from takeout to our service.

[Start This Week] – $69/week for 3 dinners (feeds 2 people)

Conversion rate: 37% (Facebook ads)

Why it worked:

• Each benefit solves specific pain point
• Scannable format for busy people
• Specific cost savings (answers "is this worth it?")
• Low commitment (can start immediately)

---

Formula #11: Challenge-Solution

The Structure

Acknowledge the challenge → Show why traditional solutions fail → Present your better way

Real Example: Language Learning App

Headline: You've Tried Learning Spanish. Why Didn't It Stick?

Challenge: "You downloaded Duolingo. Completed 47 lessons. Still can't order food in Spanish.

You're not lazy. You're not bad at languages. The problem? Apps teach you to translate, not speak."

Why Traditional Methods Fail: "Duolingo: Teaches you 'The apple is red.' When will you use that? Rosetta Stone: Expensive and slow. Takes 6 months to have a conversation. YouTube videos: Free but chaotic. No structure, no accountability."

The Better Way: "FluentNow teaches conversation first. Day 1, you're speaking Spanish. Not perfect Spanish—useful Spanish.

• Lessons based on real scenarios (ordering food, asking directions, small talk)
• AI conversation partner (practice speaking without embarrassment)
• 15 minutes a day (actually sustainable)

3 months from now, you'll be having conversations. Not translating in your head—actually speaking.

[Start Free Trial] – 7 days, no credit card"

Conversion rate: 33% (YouTube ads)

Why it worked:

• Validates their past failures (removes shame)
• Explains why other methods fail (builds credibility)
• Different approach feels fresh
• Free trial removes risk

---

Formula #12: Guarantee-First

The Structure

Lead with guarantee → Explain offer → Reinforce guarantee

Why It Works

Removes the biggest objection (risk) before they even consider the product.

Real Example: Mattress Company

Headline: Sleep on It for 365 Nights. If You Don't Love It, We'll Pick It Up and Refund You.

Guarantee Box (top of page): "365-Night Trial | Free Returns | Full Refund | We Pick It Up"

Why We Do This: "Mattresses aren't shoes. You can't know if you'll love it after 10 minutes in a showroom. You need months to know if it's right for your back, your sleep position, your partner.

So try it for a full year. If it's not perfect, we'll come get it. No questions, no hassle, no restocking fee."

The Mattress (product details)

Testimonials: "I was skeptical of the trial, but my back pain vanished after 3 weeks. Keeping it." – Mark T.

"Slept on it for 8 months before deciding. They honored the guarantee no questions asked." – Emily R.

[Order Now] – Free shipping, arrives in 7 days

Conversion rate: 41% (remarketing to cart abandoners)

Why it worked:

• Guarantee is so strong it removes all risk
• Explains why long trial is necessary (education)
• Testimonials prove they actually honor it
• "We pick it up" removes even logistical friction

---

10+ Headline Templates

Copy these proven formulas:

Benefit + Timeframe

• "Get [Desired Outcome] in [Timeframe]"
• Example: "Get Fluent in Spanish in 90 Days"

Question + Agitation

• "Still [Struggling with Problem]?"
• Example: "Still Writing Job Applications That Get Ignored?"

Number + Promise

• "[Number] Ways to [Achieve Goal]"
• Example: "7 Ways to Double Your Email List This Month"

Before-After

• "From [Bad State] to [Good State] in [Timeframe]"
• Example: "From Broke Freelancer to $10K/Month in 6 Months"

Objection Handling

• "You Don't Need [Common Solution]. You Need [Your Solution]"
• Example: "You Don't Need More Traffic. You Need Better Conversion."

Social Proof

• "[Number] [People] Can't Be Wrong"
• Example: "10,000 Marketers Can't Be Wrong"

Problem + Solution

• "Stop [Problem]. Start [Solution]"
• Example: "Stop Guessing. Start Growing."

Curiosity Gap

• "The [Noun] That [Unexpected Result]"
• Example: "The Email Template That 10X'd Our Sales"

Us vs. Them

• "Why [Target Audience] Choose [Product] Over [Competitor]"
• Example: "Why Startups Choose Notion Over Microsoft"

Direct Benefit

• "[Get Result] Without [Common Hassle]"
• Example: "Build Your Website Without Code"

---

20+ CTA Button Copy Variations

Your CTA button is the last step. Make it count.

Low Commitment

• "Start Free Trial"
• "Get Free Access"
• "Try It Free"
• "See How It Works"
• "Get Started Free"

Value Emphasis

• "Get My Free [Thing]"
• "Claim Your Spot"
• "Download Now"
• "Unlock Access"
• "Get Instant Access"

Action-Oriented

• "Join [Number]+ [People]"
• "Start Learning Now"
• "Build My [Thing]"
• "Get My Results"
• "Show Me How"

Urgency

• "Reserve Your Spot"
• "Claim Limited Offer"
• "Join Before [Date]"
• "Get [X]% Off Today"

Generate multiple ad copy variants with different headlines and CTAs to A/B test using our Ad Copy Variant Generator.

Curiosity

• "Show Me the Results"
• "I Want This"
• "See the Difference"
• "Get My Custom Plan"

A/B Test Insight: First-person CTAs ("Get My Free Trial") convert 90% better than third-person ("Get Your Free Trial").

---

Social Proof Placement Strategies

Where to place social proof for maximum impact:

Above the Fold

• Trust badges (security, payment logos)
• User count ("Join 10K+ users")
• Star rating + review count

After Headline

• One powerful testimonial quote
• Logos of well-known clients/customers

After Each Benefit Section

• Relevant testimonial supporting that benefit
• "Sarah increased sales 40% using this feature"

Before Final CTA

• Multiple testimonials in carousel/grid
• Video testimonials (convert 80% better than text)
• Case study links

Types That Convert Best**:

1. Specific results: "Made $12K in first month" beats "Made great money"
2. Photo + name: Converts 23% better than text-only
3. Video testimonials: Convert 80% better than text (but harder to get)
4. Before/after numbers: Concrete proof
5. Authority figures: Industry experts, publications, certifications

---

Objection Handling Copy Sections

Address these objections before they derail conversion:

"Is this too good to be true?"

Solution: Explain your mechanism. HOW does it work?

Example: "Our AI analyzes 10M data points from successful campaigns to predict what will convert. Not magic—just machine learning."

"What if it doesn't work for me?"

Solution: Guarantee, testimonials from diverse customers, or case studies.

Example: "Works for B2B and B2C, ecommerce and SaaS, teams of 5 and teams of 500."

"Can I afford this?"

Solution: Compare cost to alternatives, show ROI, offer payment plans.

Example: "For the price of 2 freelance writers ($3K), get unlimited AI-written content for a year."

"Is now the right time?"

Solution: Show cost of waiting, add urgency (if legitimate).

Example: "Every month you wait, competitors are capturing market share you'll never get back."

"Is this complicated?"

Solution: Show how easy it is. Time to setup, "How It Works" section.

Example: "Connect your account in 60 seconds. First automated campaign runs today."

---

Psychological Triggers

1. Scarcity

"Only 10 spots left" / "Offer ends Friday"

When to use: When scarcity is REAL. Fake scarcity destroys trust.

2. Social Proof

"10,000+ customers" / "4.9 stars from 2,300 reviews"

When to use: Always. It's the most powerful trust builder.

3. Authority

"As featured in Forbes, TechCrunch, WSJ" / "Created by Harvard psychologists"

When to use: When you have real credentials or press.

4. Reciprocity

"Get free [valuable thing]" / "Try 14 days free, no credit card"

When to use: To get email addresses or reduce barrier to trying product.

5. Loss Aversion

"You're losing $500/month without this" / "Every day you wait costs you customers"

When to use: When the pain of inaction is greater than price.

6. Consistency

"You said you wanted to [goal]. This gets you there."

When to use: On retargeting campaigns where you know their past behavior.

---

Full Landing Page Template Breakdown

Here's the winning structure:

Section 1: Hero (Above the Fold)

• Headline: Core benefit in 3-8 words
• Subheadline: Expand on headline, add specificity
• Hero image/video: Show product or result
• Primary CTA: Button (contrasting color)
• Trust indicators: User count, rating, or logos

Section 2: Social Proof

• 3-5 customer logos (if B2B) or testimonial carousel (if B2C)
• One standout metric: "94% of users see results in 7 days"

Section 3: Problem/Agitation

• 3-4 paragraphs identifying the pain
• Make it visceral and specific
• Use "you" language

Section 4: Solution Overview

• How your product solves the problem
• 3-5 key benefits (not features)
• Icons or visuals for each benefit

Section 5: How It Works

• 3 simple steps
• Shows it's easy and fast
• Include time estimates

Section 6: Features (Optional)

• Only if you need to show robust feature set
• Always tie features to benefits
• Use feature-benefit format

Section 7: Social Proof (Detailed)

• 6-9 testimonials in grid or carousel
• Include photos, names, results
• Video testimonials if possible

Section 8: Objection Handling

• FAQ section (5-7 questions)
• Address: cost, timing, complexity, fit, risk
• Keep answers brief but complete

Section 9: Final CTA

• Repeat primary CTA
• Add urgency or bonus if appropriate
• Guarantee visible nearby

Section 10: Footer

• Secondary links (About, Contact, Privacy)
• Keep minimal—don't distract from CTA

---

A/B Test Insights and Winning Variations

Real tests that moved the needle:

Headline Test

❌ "The Best Project Management Software" ✅ "Stop Wasting 10 Hours a Week on Project Management"

Result: 37% increase in conversions

Why: Benefit + specific pain beats generic superlative

---

CTA Button Test

❌ "Submit" ✅ "Get My Free Trial"

Result: 47% increase in clicks

Why: First-person, benefit-focused, specifies what they get

---

Headline Length Test

❌ "Accounting software" (2 words) ❌ "The revolutionary cloud-based accounting software solution that transforms how modern businesses manage finances" (15 words) ✅ "Accounting software that doesn't require an accountant" (7 words)

Result: 7-word version beat both extremes by 20%+

Why: Long enough to be specific, short enough to be scannable

---

Social Proof Placement Test

❌ Social proof at bottom of page ✅ Social proof immediately after headline

Result: 29% increase in conversions

Why: Reduces skepticism early, prevents bounces

---

Image Test (SaaS landing page)

❌ Abstract shapes/illustrations ✅ Screenshot of actual product interface

Result: 34% increase in conversions

Why: Reduces uncertainty, shows what they're buying

---

CTA Color Test

Results: Orange and red consistently outperform blue and green (when contrasting with rest of page)

Why: High contrast draws eye, warm colors imply urgency

---

Price Display Test

❌ "$2,400 per year" ✅ "$200 per month"

Result: 22% increase in conversions

Why: Smaller number feels more affordable (even though it's the same)

---

Common Landing Page Mistakes

Mistake #1: Multiple CTAs

❌ "Get Free Trial" / "Watch Demo" / "Contact Sales" / "Download Whitepaper"

You're asking them to make 4 decisions. They'll make 0.

✅ One primary CTA, repeated. Everything points to ONE action.

Mistake #2: Feature-First Copy

❌ "Our software has 50+ integrations, automated workflows, and customizable dashboards"

Nobody cares about your features until they understand the benefit.

✅ "Stop losing customers because your tools don't talk to each other. Connect everything in one click."

Mistake #3: Weak Headlines

❌ "Welcome to Our Website" ❌ "Innovative Solutions for Modern Businesses"

These say nothing.

✅ "Get Paid 2x Faster with Automated Invoicing"

Mistake #4: Hidden Pricing

If price is reasonable, show it. Hiding it adds friction.

Exception: Enterprise/custom pricing where price varies significantly.

Mistake #5: No Social Proof

If you have ANY happy customers, show them. Even 3 testimonials massively boost trust.

Mistake #6: Walls of Text

Break it up. Use:

• Short paragraphs (2-3 lines max)
• Subheadings every 2-3 paragraphs
• Bullet points
• Bolded key phrases
• White space

Mistake #7: Slow Load Speed

Every second of load time kills 7% of conversions. Optimize images, minimize code.

---

Pro tip

Use SocialRails' free tools to plan your landing page strategy, optimize copy, and track performance.

---

---

Related Resources

Improve your conversion rates with these tools and guides:

• PAS Copywriting Framework - Master the persuasion framework behind high-converting pages
• Hook Generator - Create attention-grabbing headlines
• Headline Analyzer - Test and optimize your landing page headlines
• CTA Generator - Write compelling calls-to-action
• B2B Landing Page Generator - Generate complete landing page copy
• Interior Design Copywriting - Service-specific landing page examples

---

FAQ

How long should a landing page be?

Long enough to answer objections, short enough to hold attention. For complex/expensive products: 2,000-3,000 words. For simple/cheap products: 500-800 words. For free offers: 200-400 words. Test it—longer often converts better for high-intent traffic because it answers more questions. Shorter converts better for low-intent traffic with attention span issues.

Should I include navigation links on a landing page?

No. Every exit path reduces conversions. Remove header navigation, footer links (except legal required like Privacy Policy), and external links. The only clickable elements should be your CTA. Exception: Multi-step pages where navigation is part of the flow.

What's the ideal number of form fields?

As few as possible. Every field reduces conversions by 5-10%. For lead magnets: Name and email only (or just email). For demos: Name, email, company size. For free trials: Email and password only. For paid products: Use payment processor's form. Only ask for information you NEED immediately.

How do I write landing pages for products people don't know they need?

Start with the problem, not the solution. Don't lead with your product name or category—lead with the pain. Example: Don't say "Try our new productivity app." Say "Stop working until 9 PM every night." Then educate about the problem, THEN introduce your solution. AIDA formula works best here.

Should landing pages have videos?

Videos can increase conversions 80%+ WHEN they're good. Bad videos hurt. Include video if: (1) Product is hard to explain in text, (2) You have a charismatic founder/team, (3) Video shows product in action clearly. Keep it under 2 minutes. Add captions (80% watch without sound). Don't autoplay.

How often should I A/B test my landing page?

Continuously, but one element at a time. Test high-impact elements first: headline, CTA, hero image. Wait for statistical significance (usually 100+ conversions per variation minimum) before declaring a winner. Don't test font colors when your headline is weak—test headline first. Prioritize tests by potential impact.

What tools do I need to build a high-converting landing page?

Minimum: Landing page builder (Unbounce, Instapage, Webflow) + analytics (Google Analytics) + heatmaps (Hotjar/Microsoft Clarity) + A/B testing (built into most builders). Optional but helpful: Form analytics (to see where people drop off), session recordings (watch how people use your page), email capture tool (ConvertKit/Mailchimp for lead magnet delivery).

How do I write landing pages for different audiences?

Create separate landing pages. Don't try to speak to everyone on one page. Tailor: headline (their specific pain), social proof (testimonials from similar customers), benefits (what matters to THEM), imagery (people who look like them). Example: SaaS product needs different pages for startups vs enterprises—different pains, different budgets, different objections.