Updated April 18, 2026

Should landing page copy be in first, second, or third person?

Use second person ("you") for most landing page copy — it speaks directly to the visitor and consistently outperforms third person ("users", "customers", "teams") by 10–25%. Switch to first person ("I", "my") only on CTA buttons and form labels ("Get my free analysis" vs "Get your free analysis") where it lifts conversion an additional 10–20%.

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Why second person works for body copy

Second person copy ("you'll see what's working") creates the experience of being addressed directly. Third person ("users see what's working") creates distance — visitors process it as a description of someone else's experience, which doesn't generate the same engagement. The variance shows up consistently in tests.

Why first person works for CTAs

"Get my free trial" outperforms "Get your free trial" because first-person framing makes the visitor the agent — they're choosing the action, not following an instruction. ContentVerve's classic test showed first-person CTA copy lifted conversion 90%. Variants since have shown 10–25% lifts more typically.

Don't mix them mid-page

Picking one for body copy and another for CTAs is fine. Mixing them within a single section feels disjointed. Read your page aloud — if you find yourself switching pronouns within a paragraph, rewrite for consistency. The copy guide covers the patterns that consistently score well.

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Related questions

What makes a good landing page headline?

A high-converting headline names the outcome, the audience, or both — in 6 to 12 words — and passes the 5-second test with strangers. "Empowering teams through intelligent automation" fails. "Automate your team's busywork. Ship the stuff that matters." passes. Specificity beats cleverness. Outcome beats feature. Concrete beats abstract.

What makes a good landing page CTA?

A high-converting CTA names the specific outcome the visitor receives, uses high-contrast color reserved exclusively for CTAs, sits above the fold without competing primary buttons, and includes friction-reducing microcopy underneath ("Free · No signup · 30 seconds"). Outcome-led copy beats action verbs by 30–40% in our analysis.

What makes a landing page effective?

An effective landing page does six things at once: states the outcome clearly in the headline, uses a single primary CTA, provides three or more concrete trust signals above the fold, loads in under 2.5 seconds, addresses the visitor's specific objection, and matches the message of the traffic source. Most pages do one or two well; the top 5% do all six.

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