How to write landing page copy that converts (Indian SMB playbook)
The headline does 80% of the work. The CTA does the other 19%. Everything else is supporting cast. Here is the framework that consistently converts 5-15% for Indian B2B SMBs.
Step 1: Headline: Outcome + Specificity + Time
Bad: 'The Best CRM for India'. Good: 'Capture every IndiaMART lead and reply in 30 seconds. Free.' The good version names the channel + the action + the timing + the cost. Specificity sells.
Step 2: Subhead: Who is this for + Why now
One line, max 20 words. 'For Indian SMBs paying ₹50,000/year on IndiaMART and losing 60% of leads.' Names the audience and their pain in one breath.
Step 3: Above-the-fold CTA
One button. Action verb. Specific outcome. 'Start free trial' beats 'Sign up'. 'Get the GSTR-3B template' beats 'Download'. Test 3 versions monthly.
Step 4: Social proof in fold 1
Logos of 3-5 paying customers (if you have them). Or '6 Indian businesses just signed up today.' Or '4.7 stars from 220 reviewers'. Social proof reduces signup friction by 15-25%.
Step 5: Three benefit blocks (not features)
Not 'WhatsApp integration'. Instead: 'Reply to every IndiaMART lead inside WhatsApp in 30 seconds.' Each benefit = outcome + mechanism. Three blocks max.
Step 6: Demo video or product GIF
10-30 second silent looping GIF of the actual product. No music, no narration. The product DOING the thing is more persuasive than any copy.
Step 7: Pricing transparency
Either show the price + 'free' OR show 'starts at ₹X'. Hiding pricing kills conversion for Indian SMB buyers; they leave to find the answer.
Step 8: FAQ to handle objections
Top 5 objections from your sales calls. 'How long is setup?' 'Will my Tally data move?' 'What if I don't have IndiaMART API?' Answer each in 2-3 sentences.
Step 9: Final CTA + risk reversal
'Try free for 14 days. No credit card. Cancel anytime.' Risk reversal is the close. Without it people stall.
Step 10: Optimise mobile first
60-70% of Indian B2B traffic is mobile. Test on real devices. CTA must be thumb-reachable. Forms must not overflow. Text must be ≥14px.
Frequently asked questions
How long should a landing page be?
As long as needed for the buyer to decide. B2C: short. B2B SaaS: 1.5-3 page scrolls. The fewer the better, but never sacrifice critical info to fit.
Should I A/B test from day 1?
No. Get to 100-200 conversions/week first with one version. Then test ONE change at a time. Below 100 conversions/week, A/B test is noise.
What's the right number of CTAs?
ONE primary repeated 3-5 times. ONE secondary low-commitment ('see pricing'). 5+ different CTAs is the most common mistake.