Landing Page Copy Template

A landing page has one job: convert a specific audience for a specific purpose. Unlike a homepage (which serves multiple audiences with multiple goals), a landing page is laser-focused. Every word, every section, and every element should serve the single conversion goal.

This template gives you the complete copywriting architecture for a high-converting B2B SaaS landing page. Use it for product pages, lead generation pages, free trial pages, campaign-specific pages, and feature landing pages.

The Anatomy of a Converting Landing Page

Before you fill in the template, understand the structure and the purpose of each section.

Section 1 — The Hero: Makes the promise, establishes relevance, and captures the reader's attention. Section 2 — The Problem: Demonstrates empathy; shows you understand the reader's situation. Section 3 — The Solution: Introduces the product as the answer. Section 4 — Social Proof: Validates the promise with evidence from real customers. Section 5 — How It Works: Reduces anxiety about the process/implementation. Section 6 — Features/Benefits: Specific capabilities, framed as outcomes. Section 7 — More Social Proof: Second wave of credibility (especially for high-consideration products). Section 8 — Objections/FAQ: Addresses the reasons people don't convert. Section 9 — Final CTA: One last clear, frictionless invitation to take action.

The average reader sees: hero → skim middle → FAQ → CTA. Design for both the full reader and the skimmer.

---

Section 1: The Hero

The hero is the most important copy on the page. It determines whether visitors stay or leave. You have 3-5 seconds.

The Headline

Your headline should be a specific, outcome-oriented statement that speaks directly to your target reader's most important desire or most pressing problem.

Formula options:

• Outcome formula: "[Achieve specific outcome] without [frustrating tradeoff]"
• Time formula: "[Achieve specific outcome] in [time period]"
• For-who formula: "The [category] for [specific audience]"
• Problem-flip formula: "[Pain they experience], solved."

Your headline drafts:

Draft 1: _______________________________________________ Draft 2: _______________________________________________ Draft 3: _______________________________________________ Draft 4: _______________________________________________

Selected headline: _______________________________________________

Headline checkpoints:

• Does it make a specific claim (not a vague aspiration)?
• Is it about the customer, not the product?
• Could a competitor claim the exact same thing? (If yes, it's not differentiated enough)
• Would your target customer feel "this is for me"?

---

The Subheadline

The subheadline has one job: extend or prove the headline claim. It typically answers "how?" or "for who?" or adds specificity.

Your subheadline drafts:

Draft 1: _______________________________________________ Draft 2: _______________________________________________ Draft 3: _______________________________________________

Selected subheadline: _______________________________________________

---

The Hero CTA

The primary call-to-action should be a button with 2-5 words that describes the action and the value.

CTA text drafts (avoid "Submit" or "Learn more"):

Draft 1: _______________________________________________ (e.g., "Start your free trial")

Draft 2: _______________________________________________ (e.g., "Get started free — no credit card")

Draft 3: _______________________________________________ (e.g., "Create your first campaign")

Selected hero CTA: _______________________________________________

CTA URL: _______________________________________________

Under-button trust line (optional — reduces friction):

---

(e.g., "No credit card required." / "Free 14-day trial." / "Set up in 10 minutes.")

---

Hero Visual

What visual best demonstrates your value proposition?

• Product screenshot (shows what the product looks like)
• Product demo video (shows the product in action — highest converting for complex products)
• Before/after comparison
• Animated GIF showing a key feature
• Illustration of the concept
• Customer photo / testimonial hero
• Nothing — clean text-focused hero

Selected visual approach: _______________________________________________

Alt text / caption: _______________________________________________

---

Section 2: The Problem

Establish that you understand the pain before introducing the solution. This section creates empathy and primes the reader to see the product as a solution to their specific problem.

Problem Statement

Opening hook (a statement the reader will immediately recognize as true):

---

(e.g., "Creating content for your startup takes forever — and feels like it barely moves the needle.")

The specific pain points (3-5 bullet points in the reader's own language):

• ---

• ---

• ---

• ---

• ---

The cost of inaction (what happens if they don't solve this):

---

---

Section 3: The Solution Introduction

Introduce the product as the answer to the problem you just described. Keep it brief — the features section comes later.

Solution bridge sentence (connects the problem to the product):

---

(e.g., "Averi is the AI content platform that takes startups from 'I need to write something' to 'we published that this morning.'")

What makes your solution different (1-2 sentences):

---

Transition to product (how the product is different):

---

---

Section 4: First Wave of Social Proof

Social Proof Types — Choose 1-2 for this Section

Option A — Customer Quote (named, with specific outcome):

"_______________________________________________" — [Full Name], [Title], [Company]

(Tip: The most persuasive quotes include a before/after structure and a specific metric)

Option B — Usage/Scale Stats:

• _______________ customers
• _______________ [metric units] processed/created/saved
• _______________ [countries/teams/industries] served

Option C — Logo Wall:

"Trusted by teams at [Logo 1], [Logo 2], [Logo 3]..." (6-12 recognizable logos)

Option D — Third-Party Validation:

"[Star rating] on G2 from [# of reviews]" or "[Award badge] from [Publication]"

Selected social proof for Section 4: _______________________________________________

---

Section 5: How It Works

Reduce anxiety by showing the path from "starting" to "success" in 3-5 concrete steps. This section answers: "What do I have to do to get the result you're promising?"

Step format: Number → Step name → 1-sentence description

Step 1: _______________________________________________ Description: _______________________________________________

Step 2: _______________________________________________ Description: _______________________________________________

Step 3: _______________________________________________ Description: _______________________________________________

Step 4 (optional): _______________________________________________ Description: _______________________________________________

Step 5 (optional): _______________________________________________ Description: _______________________________________________

Visual for this section: Screenshots / Illustration / Icons / Video walkthrough

---

Section 6: Features and Benefits

For each key feature, lead with the benefit (what it does for the user) and follow with the feature name.

Feature/Benefit Block Format:

• Benefit headline (the outcome): _______________________________________________
• Feature name: _______________________________________________
• 2-3 sentence description (benefit-first): _______________________________________________
• Supporting visual: _______________________________________________

---

Feature/Benefit Block 1:

Benefit headline: _______________________________________________ Feature name: _______________________________________________ Description: _______________________________________________

---

Feature/Benefit Block 2:

Benefit headline: _______________________________________________ Feature name: _______________________________________________ Description: _______________________________________________

---

Feature/Benefit Block 3:

Benefit headline: _______________________________________________ Feature name: _______________________________________________ Description: _______________________________________________

---

Feature/Benefit Block 4:

Benefit headline: _______________________________________________ Feature name: _______________________________________________ Description: _______________________________________________

---

Feature/Benefit Block 5 (optional):

Benefit headline: _______________________________________________ Feature name: _______________________________________________ Description: _______________________________________________

---

Section 7: Second Wave of Social Proof

More detailed, story-driven social proof that appears after the product explanation, when the reader has context to evaluate what customers are saying.

Option A — Long Customer Quote

"_______________________________________________" — [Full Name], [Title], [Company], [optional: with photo]

Option B — Mini Case Study

Company: _______________ | Industry: _______________ | Size: _______________

Challenge: _______________________________________________

Result: _______________________________________________

Quote: "_______________________________________________"

Option C — Stats Block

Show 3-4 specific customer outcome statistics:

• ___% of customers achieve [outcome] within [timeframe]
• Average [metric] improvement: ___%

• ---

---

Section 8: Objections and FAQ

Address the reasons people don't convert — the hesitations they have that prevent clicking the CTA.

How to identify the right objections: What do people say when they don't buy? What do sales reps hear in calls? What questions come up in demos?

FAQ Block

Q: _______________________________________________

A: _______________________________________________

---

Q: _______________________________________________

A: _______________________________________________

---

Q: _______________________________________________

A: _______________________________________________

---

Q: _______________________________________________

A: _______________________________________________

---

Q: _______________________________________________

A: _______________________________________________

---

Common B2B SaaS Objections to Address

• "How long does setup/onboarding take?"
• "Does it integrate with [tool they use]?"
• "What happens to my data? Is it secure?"
• "What's the contract / can I cancel anytime?"
• "Is there a free trial?"
• "How is this different from [specific competitor]?"
• "We're too small/large — is this right for our team size?"

---

Section 9: Final CTA

A clean, high-confidence close. Mirror the hero CTA but you can add different framing (urgency, reassurance, aspiration).

Final section headline (a motivating closing statement):

---

Supporting copy (1-3 sentences, optional — can be blank for a clean close):

---

Final CTA button: _______________________________________________

Secondary CTA (optional — for visitors not ready to convert):

---

(e.g., "Not ready? Explore our resources" or "Prefer to talk to a human? Book a demo")

---

Quick Checklist: Before Your Page Goes Live

Copy review:

• Headline makes a specific, meaningful promise
• No jargon that your reader wouldn't use
• Every feature mention is framed as a benefit
• Social proof includes at least one specific metric or outcome
• Objections addressed include the top 3-5 sales objections
• CTA copy is action-oriented and value-oriented (not "Submit")

Technical review:

• Page loads in under 3 seconds
• Mobile display is correct and fully functional
• All CTAs link to the correct URL
• Analytics/conversion tracking is implemented
• UTM parameters work correctly

Message match review:

• If this page is linked from an ad, the ad copy and page headline match closely
• If this page is linked from an email, the email CTA language matches the page headline
• No disconnect between what brought the visitor here and what they see

---

Further Reading

• create a landing page that converts
• 12 CRO tactics that increased landing page conversions by 40%
• Averi's AI copywriter to draft high-converting landing page copy
• Averi's Strategy Map to ensure landing pages align with your campaign strategy

Frequently Asked Questions

How long should a landing page be?

As long as it takes to overcome all objections for your specific product at your specific price point. Simple, low-cost products with obvious value can convert on short pages (under 500 words in the hero alone). High-consideration B2B products with longer sales cycles need more proof, more explanation, and more FAQ content. The right length is whatever answers all the questions a skeptical buyer has.

Should I include pricing on my landing page?

For self-serve products: yes, pricing improves conversion because it reduces friction and filters for qualified buyers. For enterprise or high-ACV products: sometimes a "see pricing" link is better than full price disclosure, as complex pricing often requires a conversation. A/B test both approaches if you're uncertain.

How many CTAs should a landing page have?

One primary CTA, repeated multiple times throughout the page. Research suggests including the CTA after the hero, after the "how it works" section, and again at the bottom. For long pages, include it after every major section. Two different CTAs (e.g., "Start free trial" and "Book a demo") are acceptable if you have two meaningfully different conversion paths — but make one primary.

What's "message match" and why does it matter?

Message match is the degree of alignment between what brought a visitor to the page (ad headline, email subject line, search result) and what they see when they arrive. A visitor who clicks "Build a content strategy in 30 minutes" from an ad and lands on a generic "Content Marketing Platform" page experiences message mismatch — and bounces. High message match (the ad headline appears closely reflected in the page headline) consistently improves conversion rates by 50-100%.

How do I write landing page copy if I don't have customer testimonials yet?

Start by gathering qualitative language from customer conversations — what words do early users use to describe the value they got? Paraphrase these as "early customer feedback" rather than formal testimonials. You can also use your founding story as social proof ("Built by [background] who spent X years experiencing this problem"), highlight media coverage, or use usage stats ("Trusted by X teams in beta"). Build real testimonials as soon as you can — they're worth the effort.