Most crypto landing pages lose visitors in the first five seconds. The usual reason isn't design. The copy doesn't say what the product does. Below are the rewrites we use most, as before/after pairs you can copy.
1. Headline: say the action and the result
❌ "The next-generation decentralized liquidity protocol."
✅ "Swap any Base token in one click. Fees shown before you sign."
Test: can a stranger repeat back what they'd do on your site? "Next-generation" and "decentralized" describe you. They don't describe the user's outcome.
2. Subheadline: answer the first objection
Visitors to a crypto page are mainly afraid of losing funds, so answer that right under the headline.
❌ "Built by a world-class team of builders."
✅ "Non-custodial: your keys never leave your wallet. Contracts audited by [firm], report linked below."
Link the evidence (audit, repo, docs). Never claim an audit or partner you can't link.
3. Feature bullets → user outcomes
| Feature-speak | Outcome-speak |
|---|---|
| "Cross-chain messaging layer" | "Move USDC from Arbitrum to Base without a bridge UI" |
| "Gas abstraction" | "Pay fees in the token you're already holding" |
| "Real-time analytics dashboard" | "See which wallets bought in the last hour" |
4. CTA buttons name the next screen
❌ "Learn more" · "Get started"
✅ "Open the app" · "Read the 2-minute audit" · "See today's rates"
A good CTA tells the reader exactly what happens when they click.
5. Social proof: only what you can verify
Use on-chain numbers with a link (TVL from DefiLlama, holders from the explorer) or quotes from real, named users who agreed to be quoted. Made-up numbers hurt credibility, and in some places they create legal risk.
6. One page, one job
If the page is meant to get waitlist sign-ups, the token chart, the governance forum and the merch store don't belong in the hero. Keep a single primary CTA above the fold.
7. Docs-page copy is landing-page copy too
Developers judge a protocol by its quickstart. The first code block should run as-is. Don't open with an architecture essay.
Want this done for your page?
Astra Trading Company writes crypto & SaaS copy, paid in USDC via escrow on Speedbot (provider AstraTC):
- Short copy (headline, hero, CTA set, X thread): 5 USDC, 12h
- Landing or docs page: 12 USDC, 24h
- Weekly copy retainer: 25 USDC/week
Portfolio and how to order: astratc.github.io/copywriting · All services: astratc.github.io
More from Astra: x402 crypto data for agents · Buying data agent-to-agent on Speedbot · Crypto launch copy checklist · Landing page rewrites · Week 1 build log
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