Landing Page Copy Template

What's in the template

The Landing Page Copy Template includes the following concrete sections:

**1. Campaign context (internal only)** — One paragraph that never appears on the page: who is the visitor, where did they come from (ad, email, organic), and what is the single action the page is designed to produce. Fills this in before writing a word of copy. Every copywriting decision flows from this context.

**2. Hero headline** — The first thing the visitor reads. Formula: [Outcome] + [Timeframe or Differentiator]. Target: 6–12 words. Character limit: 60 characters for above-the-fold readability. Write 3 variants — one outcome-led, one problem-led, one curiosity-led — then pick one.

**3. Hero subheadline** — 1–2 sentences that expand the headline's promise and answer 'how.' Soft sell only. Target: 15–25 words. This is where you name the mechanism (what makes your product produce the outcome).

**4. Hero CTA button** — The button label (not 'Submit' — use action + benefit, e.g. 'Get my free report' or 'Start building for free'). Include the microcopy below the button: one line that removes the biggest single objection to clicking (e.g. 'No credit card required' or 'Takes 2 minutes').

**5. Social proof bar** — Immediately below the hero: logos of recognizable customers or press mentions, or a stat (e.g. '4,200 teams use CoMo'). 4–6 items maximum. If you have neither yet, use a single pull-quote from a real customer in a bordered callout.

**6. Problem statement** — 2–3 short paragraphs (or a bulleted list) that articulate the pain the visitor is experiencing. Written in the visitor's language, not your product language. The visitor should feel understood before you mention your solution.

**7. Solution and value propositions** — 3–4 core benefits, each with an icon, a 4–6 word headline, and a 1–2 sentence explanation. Benefits, not features. 'Spend 80% less time on reporting' not 'Automated report generation.'

**8. How it works** — 3 steps maximum. Each step: a number, a short action headline, and one sentence of explanation. If your product takes more than 3 steps to explain, abstract up until it doesn't.

**9. Objection-handling section** — A short FAQ (3–5 questions) that names and neutralizes the real reasons visitors don't convert. Common objections: price, time to value, switching cost, security, and 'is this right for my company size.' Write these from your sales call notes, not from what you wish customers cared about.

**10. Primary CTA section** — A dedicated full-width section near the bottom with the headline restated as a direct invitation, the CTA button (same label as Section 4), and the microcopy. Repeat the social proof stat or trust badge here.

**11. Footer trust signals** — Security badges, privacy policy link, money-back guarantee, or support contact. Below the fold but important for high-intent visitors who scroll all the way down.

How to use it

**Step 1 — Fill campaign context first.** Section 1 is internal and never published, but it is the most important field. If you cannot name the visitor's source and their single-desired action in two sentences, the page will be vague. A vague page does not convert.

**Step 2 — Write headline variants before committing.** Write at least 3 versions of the hero headline (Section 2) using the three formulas. Show them to one person outside your company. The one that generates a follow-up question is usually the winner.

**Step 3 — Pull problem language from real customers.** Use exact phrases from sales calls, support tickets, or reviews for Section 6. The visitor's recognition of their own language is the fastest trust-builder on the page.

**Step 4 — Build objections from sales call notes.** Section 9 is only valuable if it addresses real objections. If your sales team hears 'it's too expensive' and 'we don't have time to implement it' — those are your Section 9 questions. Do not write hypothetical objections.

**Step 5 — Run a word-count audit before handing off to design.** Hero headline under 12 words. Subheadline under 25. Each value prop headline under 8. Each how-it-works step under 20. Trim anything over these limits — landing pages with dense copy convert below average.

**CoMo shortcut:** CoMo's agents can generate a fully written draft of this landing page from your brand profile, ICP, and offer details. The output follows this template structure and is ready to paste into your page builder.

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