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Landing page hero copy template

The hero is the first screen of your landing page and the only part many visitors read. It has to answer three questions in seconds: what is this, is it for me, and what do I do next. Write it after customer interviews, using their words for the problem.

Use it for

  • New landing page for launch.
  • Rewriting a page that gets visits but no signups.
  • A/B testing positioning.

Limits and rules

  • Keep the page title (≤ 60 characters) and the hero headline aligned; check how the title shows in search with the SERP preview tool.

The template

Copy it, then replace everything in [BRACKETS]. Delete lines that don't apply rather than leaving them vague.

Landing page hero copy template
EYEBROW (optional, 2-4 words): [CATEGORY OR AUDIENCE]

HEADLINE (6-10 words) - pick one formula:
A) [OUTCOME] without [PAIN]
B) [WHAT IT IS] for [WHO]
C) [VERB] [OBJECT] in [TIME/EFFORT]

SUBHEAD (1-2 sentences):
[PRODUCT] [HOW IT WORKS IN ONE LINE], so [WHO] can [RESULT].

PRIMARY CTA: [VERB + WHAT THEY GET] (e.g. "Start free", "Try the demo")
SECONDARY CTA: [LOWER-COMMITMENT OPTION] (e.g. "See how it works")

PROOF LINE (only if real): [REAL CUSTOMER COUNT / NAMED CUSTOMER WITH PERMISSION / "IN BETA WITH X TEAMS"]

VISUAL: [REAL PRODUCT SCREENSHOT OR 10-SECOND LOOP OF THE CORE ACTION]

How to fill it in

  1. HEADLINE

    Try all three formulas, read them aloud to a target user, pick the one they repeat back.

  2. PRIMARY CTA

    Say what happens next. "Submit" says nothing.

  3. PROOF LINE

    Only real proof. Leave it out rather than invent it.

Filled example

Fictional example. Paperlark is a fictional product we made up for these examples: an invoice-reminder tool for freelancers that sends polite follow-ups when a client pays late. Names, prices and details are invented to show the template filled in; they aren't a real company or real results.

Example (fictional product)
EYEBROW: For freelancers

HEADLINE (A): Get paid on time without awkward emails

SUBHEAD:
Paperlark sends polite, scheduled reminders for your unpaid invoices and stops the moment they're paid, so you can get back to work.

PRIMARY CTA: Start free
SECONDARY CTA: See a sample reminder

PROOF LINE: (none yet - it's launch day, so we leave it out)

VISUAL: 10-second loop: invoice forwarded -> three reminders scheduled

(Paperlark is fictional.)

Do

  • Use the customer's words for the problem.
  • Show the real product.
  • One primary action.
  • Test the headline on five target users.

Don't

  • Don't use vague claims like "the future of X".
  • Don't invent social proof or counters.
  • Don't put three CTAs of equal weight.
  • Don't hide the price if that's the next question.

FAQ

How long should a hero headline be?

Short enough to read at a glance; six to ten words is a useful target.

What if I have no social proof yet?

Leave the proof line out. Early on, a clear demo and an honest "new" label beat invented numbers.

Should the headline match the page title?

They should say the same thing. The title is what shows in search results, so keep it under about 60 characters.

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