Landing Page Copy — B2B SaaS

Purpose: Write landing page copy that converts your ICP from visitor to lead — the right promise, to the right person, with enough proof to make them act.

Step 1: Gather Context

• Page type: Campaign LP / Homepage / Feature / Comparison?
• Primary CTA: Book demo / Start trial / Download / Contact?
• Traffic source: Paid / organic / email? (paid = cold, match ad to LP)
• ICP: Title, company type, pain
• Social proof: Logos, metrics, testimonials, G2 rating?

Step 2: Page Architecture

1. HERO — Make the right promise in 5 seconds
2. PROBLEM — Make them feel understood
3. SOLUTION — Show what you do and how
4. BENEFITS — Outcomes, not features
5. SOCIAL PROOF — Permission to believe
6. HOW IT WORKS — Remove mystery
7. OBJECTION HANDLER — Address hesitation
8. FINAL CTA — Make it easy to act

Step 3: Section-by-Section Copy

HERO

HEADLINE (6-12 words):
-> "[Verb] [outcome] without [pain]"
-> "The [role] that [ambitious goal] use [product]"
-> "[Big claim] for [specific audience]"

SUBHEADLINE: Who it's for + what it does + how. (1-2 sentences)

CTA: "Book a 20-min Demo" / "Start Free Trial" / "See It in Action"
[Avoid: "Submit", "Click Here", "Learn More"]

TRUST BAR: "[X]+ companies" + logos + G2 badge

PROBLEM

HEADLINE: "Sound familiar?" / "The old way is broken."
Pain 1: "[Frustration] — which means [business consequence]"
Pain 2 + Pain 3 (most resonant last)
Transition: "There's a better way."

SOLUTION

HEADLINE: "[Product] — [one-line description]"
[1 paragraph: what it is, who it's for, what it replaces. No jargon.]
3 capability pillars: [Name] — [capability + why it matters]

BENEFITS

HEADLINE: "What changes when you use [product]"
[3-5 benefit blocks — icon + headline + 2-3 sentences]
Focus: outcomes customers achieve, not feature lists

SOCIAL PROOF

METRICS: "[X]+ customers | [Y]% improvement | [Z]-day time to value"
TESTIMONIALS (2-3): "Quote" — Name, Title, Company
LOGOS: Logo grid + G2 rating badge

HOW IT WORKS

HEADLINE: "Up and running in [timeframe]"
Step 1 -> Step 2 -> Step 3 (payoff)
[Optional: short video or GIF]

OBJECTION HANDLER

Q/A pairs for top 2-3 objections:
Common: "We already have [competitor]", "Looks complex",
"No budget", "Integration?", "Data security?"

FINAL CTA

HEADLINE: "Ready to [outcome]?"
SUBHEADLINE: "No commitment. 20 minutes."
CTA button (same as hero) + trust signals

Step 4: A/B Test Plan

TEST 1 — Hero Headline (highest impact): current vs alternative angle
TEST 2 — CTA Copy: "Book a Demo" vs "See It in Action" vs "Get a Demo"
TEST 3 — Social Proof: trust bar vs full testimonial above fold
TEST 4 — Lead Form vs Calendly link

Step 5: CRO Checklist

□ Page load < 3 seconds | □ Mobile CTAs thumb-accessible
□ Form <= 4 fields | □ CTA above fold | □ Privacy signal near form
□ Chat widget | □ Thank you page has next step
□ UTM tracking live | □ Heatmap installed (Hotjar/Clarity)

Output Format

# Landing Page Copy — [Page Name]
CTA: [type] | Traffic: [source]

## Section-by-Section Copy
## A/B Test Plan (3-4 tests, prioritized)
## CRO Checklist
## Design Notes