Good landing page copy is not clever. It answers the questions a visitor has, in the order they have them. This post gives you a simple structure and prompts for each section. It is part of our landing page guide for small business.
The order people ask questions
Think of the visitor as someone with a short list of questions:
- Am I in the right place?
- Can you solve my problem?
- Can I trust you?
- What will it be like to work with you?
- What does it cost, or how do I find out?
- What do I do next?
Your page should answer those in that order. Each section below matches one.
Section 1: Headline and subheadline
Answers: “Am I in the right place?”
Say the service and the place. Add one line about the next step. See headline formulas for templates.
Prompt: “We [service] in [place]. [How to start].”
Section 2: The main action, right away
Answers: “What do I do?”
Put your phone number or button at the top. Do not make people scroll to find out how to reach you. Add a short line of reassurance if it is true, such as “Licensed and insured” or “Free estimates.”
Prompt: “[Call or Request] now. [One true reassurance].”
Section 3: The problem and the promise
Answers: “Can you solve my problem?”
Describe the situation in the visitor’s words. Two to four short sentences. Then state what you do about it.
Prompt: “If [situation], you need [outcome]. We [what you do].”
Example (hypothetical): “If your driveway has cracks and standing water, the damage spreads each winter. We repair and seal driveways so water has fewer places to get in.”
Avoid claims you cannot prove, like “the best” or “lasts forever.”
Section 4: What is included
Answers: “What exactly do I get?”
Use a short list of what the service includes. Plain, specific and true.
Prompt: “Every job includes: [item], [item], [item].”
If something is not included, say so. It builds trust and saves arguments later.
Section 5: Proof
Answers: “Can I trust you?”
Show real reviews, real photos, licenses and years in business. Place proof close to the top and again near the final action. Our post on social proof without fake reviews lists what is safe to use.
Prompt: Customer first name, town, and their words. A photo of the work.
Section 6: How it works
Answers: “What will it be like to work with you?”
Three or four steps. It lowers worry because it shows the path.
Prompt: 1. You call or send the form. 2. We contact you [when you actually do]. 3. We visit, look and give you a written estimate. 4. We schedule the work and do it.
Only list times you really meet.
Section 7: Why choose you
Answers: “Why you and not the next company?”
Pick two or three real differences. Not “quality and service.” Instead, things like:
- Owner on every estimate
- Local crew, not subcontractors (only if true)
- Written estimates with no pressure
- Photos before and after each job
If you cannot name a real difference, look at what customers say in reviews. They often name it.
Section 8: Pricing or how to learn the price
Answers: “What does it cost?”
You do not need to list prices. Many local jobs depend on scope. But do not ignore the question. Explain what shapes the price and how people get an estimate. A line like “Estimates are free and in writing” calms worry.
Never invent a price or a “from” figure you cannot honor.
Section 9: Common questions
Answers: the objections that stop a call.
Pick four to six real questions customers ask. Use their words.
- Are you licensed and insured?
- How soon can you start?
- Do you serve my town?
- Do you give written estimates?
- What if something goes wrong after the job?
Keep answers short and true. This section also helps with search because the questions are what people type.
Section 10: Final action
Answers: “What do I do now?”
Repeat the same action as the top of the page. Add one short sentence about what happens next.
Prompt: “Ready to get started? [Call or Request]. We will [next step].”
Section 11: Small print
Business name, address if you have a storefront, service area, license number if applicable, and a link to your privacy policy. These details help trust and meet legal expectations. Keep them out of the way of the main action.
A one-page outline you can copy
| Order | Section | Length |
|---|---|---|
| 1 | Headline and subheadline | 1 to 2 lines |
| 2 | Call button and form | Above the fold |
| 3 | Problem and promise | 2 to 4 sentences |
| 4 | What is included | 4 to 6 bullets |
| 5 | Proof | 2 to 3 reviews, photos |
| 6 | How it works | 3 to 4 steps |
| 7 | Why choose you | 2 to 3 points |
| 8 | Price or estimate info | 2 to 3 sentences |
| 9 | Questions | 4 to 6 items |
| 10 | Final action | 1 button |
For a simple, urgent service, you may drop sections 7 and 8 and keep the page short. For a bigger decision, keep them.
Writing tips
- Use “you” more than “we.” The page is about the visitor.
- Short sentences. If a sentence has more than about twenty words, cut it.
- Plain words. Say “fix,” not “remediate.”
- Concrete over vague. “Replace a cracked section of driveway” beats “Comprehensive solutions.”
- Read it aloud. If you stumble, so will the reader.
- Check the reading level. Many free tools will score it. Aim for plain.
What to leave out
- Long company history
- Lists of every service you offer
- Industry jargon
- Claims such as “number one” without evidence
- Links that lead away from the page
If you want to see how a page reads to a stranger, the free website teardown can give you an outside view.
Next step: brief it properly
If you are handing this to a designer or agency, give them your answers to each prompt. Our post on how to brief a landing page gives you a template. And to check the finished page against the basics, see what makes a landing page convert.
A full worked example (hypothetical)
Below is a made-up page outline for a hypothetical Carlisle driveway sealing company. It shows how the sections fit. The details are invented. Use your own facts.
Headline: Driveway Sealcoating in Carlisle and Nearby Towns
Subheadline: Call for a free, written estimate. We will visit, measure and explain your options.
Action: [Call button] and a short form with name, phone and ZIP
Problem and promise: Cracks, fading and water pooling all point to a driveway that is wearing out. Sealcoating adds a protective layer so water has a harder time getting in. We clean, fill cracks and seal the surface.
What is included: Cleaning the surface. Filling small cracks. Applying the sealer. Marking off the driveway while it cures. A written estimate before work starts.
Proof: Two real reviews with names and towns. Three photos of finished driveways. License and insurance line, if you carry them.
How it works: You call or send the form. We contact you. We visit and measure. You approve the written estimate. We schedule the job.
Why choose us: The owner visits every estimate. Photos are sent before and after. We explain what we will and will not do.
Price: We do not quote over the phone because every driveway is different. Estimates are free and in writing.
Questions: How long before I can drive on it? What if it rains? Do you repair cracks first? Which towns do you serve?
Final action: Ready to get started? Call or request an estimate.
Small print: Business name, service area, license line, privacy link.
This page can be built in a short time and read in a minute. Nothing in it is clever. Every line answers a question the buyer has.
Writing each section: before and after
Weak copy is usually vague. Strong copy is specific and true.
| Section | Weak | Stronger |
|---|---|---|
| Problem | “Your home deserves the best.” | “A leaking roof can damage ceilings and insulation.” |
| What is included | “Full-service solutions” | “Roof inspection, written report, repair estimate” |
| Process | “Hassle-free experience” | “Call, visit, written estimate, schedule” |
| Why us | “Dedicated to excellence” | “Owner at every estimate; photos before and after” |
| Final action | “Contact us for more information” | “Call now or request your free estimate” |
Editing pass: cut and sharpen
When the draft is done, edit it three times.
- Cut. Delete any sentence that does not help the visitor decide or act.
- Check. Verify every claim. License numbers, years, response times, service area.
- Simplify. Replace long words and long sentences. Read aloud.
Then ask someone who does not work for you to read it and say what the page offers. If they get it wrong, edit again.
Matching copy to the source of traffic
Copy that works for a search ad may not work for a social post. A person searching for “AC repair near me” wants a fix. A person who sees a social ad for a maintenance plan may need more explanation. Adjust the opening and the length. The rest of the structure holds. See landing page headline formulas for opening lines by source.
Where design meets copy
A designer needs real copy to design well. Give them your headlines, your proof and your steps, not “lorem ipsum.” The layout should make the order above easy to scan: big headline, clear button, short blocks, plenty of space. If you are working with a designer, use the landing page brief template to pass along what you know.
Questions people ask
How long should landing page copy be?
Long enough to answer the questions above. A simple service may need a few hundred words. A bigger decision may need more. Do not pad.
Should I write the copy before the design?
Yes, at least a rough draft. Design built around real copy fits better than copy squeezed into a layout.
Can AI write my landing page copy?
It can draft, but a draft is not finished. Check every claim for truth, add your real details and proof, and make sure it sounds like you.
Where do the reviews go?
Near the top for first impressions, and again near the final action. See social proof.
Keep reading
- Landing Page Guide for Small Business: Build One That Converts
- 9 Landing Page Headline Formulas (With Local Examples)
- Social Proof for Landing Pages Without Fake Reviews
- How to Brief a Landing Page: A Fill-In Template
- Landing Page Design services
Want a landing page built for your business?
Webfactory Media is a digital marketing agency in Carlisle, PA. We design and build landing pages for local businesses, and we start with a conversation about your offer, your customers and your numbers.
