Texts for BusinessDefinition
Landing page copy is all text on a standalone page designed to get visitors to complete one specific action like booking, downloading, or signing up.
Why it matters
Landing page copy directly determines whether your ads and marketing efforts make you money or waste it. If you're running Google Ads or Facebook ads for your business, you're paying $3-$15 per click in most industries. A physical therapy clinic in Denver spending $2,000/month on ads might get 200 clicks. If their landing page converts at 2%, that's 4 new patients. If better copy raises that to 8%, they get 16 patients - same ad budget, four times the revenue. The difference between "We offer comprehensive physical therapy services" and "Get back to running pain-free in 6 weeks without surgery or injections" can mean $30,000 more in annual revenue.
Example
A marketing consultant in Austin was promoting a website audit service. Her original landing page headline read "Professional Website Audits for Growing Businesses" with body copy explaining her 15 years of experience and comprehensive process. Her conversion rate was 1.2% from paid traffic - 12 leads from 1,000 visitors at a cost of $83 per lead.
She rewrote the page with a specific outcome-focused headline: "Find the 3 things killing your website conversions (and fix them in 2 weeks)." The body copy listed exact problems her audits solved: "78% of the sites we audit have broken contact forms costing them leads daily" and "We find an average of $4,200 in lost monthly revenue per client." Her new CTA button changed from "Schedule Consultation" to "Get My Free 10-Minute Audit Preview." Conversion rate jumped to 4.7% - 47 leads from the same 1,000 visitors, dropping cost per lead to $21 and tripling her client pipeline.
How to apply
- Write your headline as the specific outcome your visitor wants, not what you do - "Book 12 clients this month" beats "Social Media Management Services"
- Lead with the problem your visitor has right now, in their words - if dental patients search "broken tooth emergency," your copy should say exactly that
- Use one clear call-to-action button repeated 2-3 times down the page with specific text like "Get Pricing" or "Book Your Free Call" instead of generic "Submit" or "Learn More"
- Include 3-5 concrete benefits with numbers when possible - "Save 6 hours per week" or "Reduce employee turnover by 40%"
- Add one testimonial or result from a real client with their full name and city to build trust
- Remove all navigation menus and links that let visitors leave - your landing page should have one exit: completing your desired action
Related terms
- Cta - Your landing page copy centers around one strong call-to-action that tells visitors exactly what to do next
- Value Proposition - Your landing page copy communicates your unique value proposition in the headline and opening section
- Conversion Copy - Landing page copy is the most focused type of conversion copy, designed purely to drive one specific action
Related guides
Need ready-to-use business copy?
Generate texts for your business ->