Full disclosure: I built a copywriting tool, so I'm biased. The method below works with just a text editor.
TL;DR
A landing page has to make three things clear fast: what you offer, why to trust it and what to do next. Write in that order, in plain words.
- Start with a one-paragraph brief: what you sell, who it's for, the page goal.
- Write two or three headlines and pick the clearest.
- Lead the body with benefits, then answer objections.
- Use one CTA and only proof you actually have.
The page at a glance
| Block | Job | Rule |
|---|---|---|
| Headline | Say what it is and the outcome | Plain, specific |
| Subhead | Who it's for and how | One sentence |
| Benefits | Why it matters | Outcome first, feature second |
| Proof | Why believe it | Only real proof, or a placeholder |
| Objections | Answer the doubts | Price, effort, risk |
| CTA | The one next step | One action |
Why this goes wrong
- Clever headlines. If a visitor has to decode it, they leave.
- Feature lists. People buy outcomes and use features to confirm them.
- Unbacked claims. "Trusted by thousands" without proof hurts trust.
- Many CTAs. Three buttons mean no clear next step.
Step 1: Write the brief
In three lines: what you sell, who it's for, and the page goal (sign up, buy, book a call).
Step 2: Draft headlines
Write two or three. Check each against the test: could a stranger say what this is after five seconds?
Step 3: Write benefits
For each feature ask "so what?" and write the answer. Keep sentences short.
Step 4: Add proof and answer objections
Use real numbers, quotes or screenshots you have. If you don't have proof yet, put [proof needed] in the draft instead of inventing it. Then answer the likely doubts, such as price, time to set up and what happens if it doesn't work.
Step 5: Finish with one CTA
Name the action and what happens next, for example "Start free" with a line about what the user gets.
A made-up example
This example is invented for illustration. The product does not exist.
Headline: Send invoices in two minutes
Subhead: For freelancers who are tired of spreadsheets.
Benefits: Pick a template, add the client, send. Reminders go out for you.
Proof:[proof needed]
Objection: Is it hard to set up?[answer with your real setup time]
CTA: Create your first invoice
What I'd do today
- Write the three-line brief for one page.
- Draft three headlines and ask someone to say what the product is from the headline alone.
- Mark every claim in the copy as proven or
[proof needed]. - Cut the page down to one CTA.
FAQ
How long should landing page copy be?
As long as it takes to answer the visitor's questions, and no longer.
Do I need testimonials?
They help, but only use real ones. If you have none, use other real proof or leave the block out.
Should I A/B test headlines?
If you have enough traffic to learn from it. With small traffic, pick the clearest and revisit later.
Can AI write conversion copy?
It can draft options quickly, but check every claim, price and promise against what is true.
Drafting faster with Conversion Copywriter
If you'd like a first draft, I built a chat agent called Conversion Copywriter. It runs on Capafy, an AI agent marketplace.
What you send: a short brief covering what you sell, who it's for and the page goal.
What you get back, according to the listing:
- 2 to 3 headline options,
- a benefit-led body,
- objection handling,
- a clear CTA.
The listing says it is meant for landing pages, product pages and ads, and that it doesn't invent facts, prices or testimonials; missing proof is flagged. It only knows what you tell it, so check the final copy against your real product.
Pricing on the listing is $2.99/week or $6.99/month.
Wrap-up
- Brief first, then headline, benefits, proof and objections.
- Never invent proof; use a placeholder.
- End with one CTA.
Disclosure: I built Conversion Copywriter and sells it on Capafy.
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