landing-page-copywriting
This skill should be used when the user asks to "write landing page copy", "design landing page content", "write a SaaS landing page", "landing page copywriting", "homepage copy for SaaS", "write conversion copy", "landing page messaging", "write copy for a feature page", or any variation of writing, designing, or optimizing copywriting for B2B SaaS landing pages, homepages, and feature pages.
Landing Page Copywriting
A B2B SaaS landing page converts visitors into the next action — demo request, free trial, or signup. Every word on the page exists to move the visitor closer to that action. Copy that doesn't serve the conversion goal gets cut.
Landing page copywriting is not blog writing. It's not branding. It's persuasive communication under extreme constraints: visitors decide in 5-10 seconds whether to stay. The copy must communicate value, build trust, and prompt action — fast.
The Landing Page Copy Stack
Every SaaS landing page follows this vertical stack. Each section builds on the last.
| Section | Purpose | Above/below fold |
|---|---|---|
| Headline | Communicate the primary value prop in ≤ 10 words | Above fold |
| Subheadline | Expand on the headline with specificity | Above fold |
| CTA | Primary conversion action | Above fold |
| Social proof strip | Logos, customer count, or one-line testimonial | Above fold or just below |
| Problem section | Validate the visitor's pain | Below fold |
| Solution section | How you solve it (features framed as benefits) | Below fold |
| Proof section | Case studies, testimonials, data | Below fold |
| Objection handling | Address top 3 concerns | Below fold |
| Final CTA | Repeat the primary conversion action | Bottom |
Headline Rules
The headline is the most important copy on the page. It determines whether the visitor reads anything else.
Headline formula
[What you do] + [for whom] + [key outcome]
| Bad headline | Problem | Good headline |
|---|---|---|
| "The Future of Revenue Intelligence" | Vague, no specificity | "Revenue Intelligence for B2B Sales Teams. Close Deals 2x Faster." |
| "Welcome to Acme" | Says nothing about value | "Pipeline Forecasting That's Actually Accurate" |
| "Streamline Your Workflow" | Generic, applies to any tool | "Cut CRM Data Entry from 3 Hours to 0. Automatically." |
| "AI-Powered Platform for Modern Teams" | Buzzwords, no clarity | "AI That Writes Your Cold Emails in Your Voice" |
Headline rules
- ≤ 10 words. Shorter headlines have higher comprehension
- No jargon. If a stranger wouldn't understand it, rewrite
- Specific outcome. "2x faster" beats "faster." "3 hours to 0" beats "saves time"
- No "we" in the headline. Make it about the visitor, not about you
- Match the traffic source. If the visitor came from a "best CRM" Google search, the headline should mention CRM, not "revenue platform"
Subheadline
The subheadline adds context the headline can't fit. 1-2 sentences, ≤ 25 words.
| Headline | Subheadline |
|---|---|
| "Pipeline Forecasting That's Actually Accurate" | "Acme analyzes your CRM, calls, and emails to predict revenue within 5% — no spreadsheets required." |
| "Cut CRM Data Entry from 3 Hours to 0" | "Acme captures every call, email, and meeting and logs it to Salesforce automatically." |
CTA Rules
| Rule | Bad | Good |
|---|---|---|
| Action-specific verb | "Submit" / "Learn More" | "Start Free Trial" / "Book a Demo" / "See Pricing" |
| Communicate what happens next | "Get Started" (doing what?) | "Start 14-Day Free Trial — No Credit Card" |
| Reduce risk | "Buy Now" | "Try Free for 14 Days" |
| One primary CTA per page | 3 different CTAs competing | One CTA repeated at top and bottom |
| Contrast color | CTA blends into the page | CTA is the highest-contrast element on the page |
CTA hierarchy by page type:
| Page type | Primary CTA | Secondary CTA |
|---|---|---|
| Homepage | "Book a Demo" or "Start Free Trial" | "See Pricing" or "Watch 2-Min Demo" |
| Feature page | "Try [Feature] Free" | "See How It Works" |
| Pricing page | "Start Free Trial" per plan | "Talk to Sales" for enterprise |
| Comparison page | "See Why Teams Switch to [Product]" | "Book a Demo" |
Copy Rules for Each Section
Problem section
| Rule | Example |
|---|---|
| Name the pain specifically | "Your reps spend 3 hours/day on data entry instead of selling" |
| Quantify the cost | "That's $180K/year in lost selling time per 10 reps" |
| Use the visitor's language | "Deals slip through the cracks" (not "pipeline attrition") |
| 3 pain points max | More than 3 dilutes impact |
Solution section (features as benefits)
| Feature | Benefit (what to write) |
|---|---|
| "AI-powered data capture" | "Every call, email, and meeting logged to your CRM automatically. Zero manual entry." |
| "Real-time pipeline analytics" | "See which deals will close this quarter — and which are at risk — before your rep tells you." |
| "Native Salesforce integration" | "Works inside Salesforce. No new tabs, no new logins. Your reps stay where they already work." |
Rule: Feature names go in small text or labels. Benefit statements go in headlines. Never lead with feature names.
Proof section
| Proof type | Format | Impact |
|---|---|---|
| Customer logos | Row of 4-6 recognizable logos | Instant credibility |
| Testimonial | Named person + title + company + specific result | High — specificity builds trust |
| Case study summary | 2-3 sentences: problem → solution → result with number | Very high |
| Aggregate metric | "Trusted by 2,000+ B2B companies" | Medium — social proof at scale |
| G2 / review badges | G2 Leader badge, rating stars | Medium-high |
Testimonial rules:
- Include full name, title, company, and photo
- Specific results beat general praise: "Reduced ramp time by 40%" > "Great product"
- 1-2 sentences max. Long testimonials don't get read
Objection handling
Address the top 3 objections your sales team hears. Format as short FAQ or feature blocks.
| Common B2B objection | Copy approach |
|---|---|
| "It's too expensive" | ROI-focused: "Pays for itself in 60 days based on average customer data" |
| "It's hard to implement" | Time-specific: "14-day implementation. We handle migration." |
| "It won't integrate with our tools" | Specific: "Native integrations with Salesforce, HubSpot, Slack, and 40+ tools" |
| "My team won't adopt it" | Social proof: "93% adoption rate within first 30 days" |
| "We're locked into a contract" | Low-risk: "Start free. Switch when your contract ends." |
Copy Quality Rules
| Do | Don't |
|---|---|
| Short sentences (8-15 words) | Complex sentences with multiple clauses |
| Active voice ("Acme captures every call") | Passive voice ("Every call is captured by Acme") |
| Specific numbers ("40% faster", "14 days") | Vague claims ("significantly faster", "quick setup") |
| Second person ("You'll see results in...") | Third person ("Companies see results in...") |
| One idea per sentence | Run-on sentences that try to say everything |
| Cut every unnecessary word | Filler: "In order to", "It's important to note", "What's more" |
Pre-Publish Checklist
- [ ] Headline communicates value prop in ≤ 10 words
- [ ] Headline mentions the outcome, not just the product
- [ ] Subheadline adds specificity (product, audience, or mechanism)
- [ ] One primary CTA above the fold with action-specific verb
- [ ] Social proof visible above or near the fold
- [ ] Problem section names 2-3 specific pains with quantified cost
- [ ] Features presented as benefits (outcome, not feature name)
- [ ] At least 2 testimonials with name, title, company, and specific result
- [ ] Top 3 objections addressed on the page
- [ ] CTA repeated at top and bottom of page
- [ ] Page has one goal — no competing CTAs or navigation distractions
- [ ] All claims include specific numbers
Anti-Pattern Check
- Headline is your company tagline → Taglines are brand, not conversion. The headline must communicate the specific value the visitor gets. "The Future of Revenue" means nothing. "Forecast Pipeline Within 5% Accuracy" means everything
- Multiple CTAs competing → "Book a Demo," "Start Free Trial," "Download Ebook," and "Watch Video" all on the same page splits attention. Pick one primary action. Everything else is secondary
- Features listed without benefits → "AI-Powered Analytics Dashboard" means nothing to the visitor. "See which deals will close this quarter before your rep tells you" communicates value. Always lead with the benefit
- No social proof above the fold → If the visitor doesn't see proof that others use and trust you within the first screen, credibility starts at zero. Add logos, a testimonial, or an aggregate metric above the fold
- Vague copy: "streamline," "optimize," "leverage" → These words communicate nothing specific. Replace with concrete outcomes: time saved, money earned, specific capability enabled. Every vague word is a missed conversion
- Page reads like a product spec → Landing pages are persuasion, not documentation. Save specs for the docs. The landing page communicates value, builds trust, and prompts action
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