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Lytms . 2026 Report

State of Landing Page Copy

Benchmarks, failure patterns, and score distributions from 735+ landing pages scored by Lytms. Updated continuously.

Pages scored
708
landing pages
Median score
5.6
out of 10
Average score
5.7
out of 10
Top 10%
7.4
threshold

Score distribution

Most landing pages cluster between 5-7. Genuinely strong pages (8+) are rare.

4
1
20
2
38
3
117
4
205
5
205
6
90
7
51
8
3
9
10
Score range (out of 10)

Benchmarks by content type

Where you need to score to be competitive in each category.

Category
P10
P25
Median
P75
P90
Landing Pages
4.2
5.1
5.6
6.2
7.4
Ad Copy
5.3
5.7
7.7
8.1
8.4
Social Posts
3.6
4.5
6.2
6.5
8.5
Email
3.8
5.5
6.2
6.5
7.4

Most common failure patterns

Ranked by how often each pattern appears across all scored pages.

Vague headline
25% of pages
The most common single failure. Founders write for themselves, not their buyers.
No specific claims
20% of pages
Adjectives without numbers ("fast", "easy", "powerful") score below 5.0 on specificity every time.
Weak CTA
18% of pages
"Get started" and "Learn more" are the two most common CTAs. Neither earns a click.
Missing social proof
9% of pages
Anonymous claims ("trusted by thousands") do less work than zero named companies.
Unaddressed objections
9% of pages
Technical buyers leave when their top concern isn't addressed. Pages lose these visitors silently.
CTA below fold
8% of pages
41% of scored pages require a scroll before the primary CTA is visible on mobile.

Top scoring pages

The highest-scored landing pages in the Lytms database. Studying these shows what excellent copy looks like.

9.2
langchain.com
One of the strongest B2B developer pages scored. Three-word headline that communicates everything. Customer metrics are specific enough to convince a CFO. The open source foundation lends credibility the copy alone couldn't buy.
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9.2
ghost.org
The strongest CMS page scored. '$100M+ revenue earned' with 0% payment fees is the kind of social proof that makes a creator's decision for them. Named publications with real MRR figures — not logos, not testimonials, but actual revenue. Exceptional.
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9.1
stripe.com
Stripe's proof layer is fortress-grade for enterprise and platform buyers—50% of Fortune 100, $1.9tn processed, 99.999% uptime. But the proof is *scale proof*, not *outcome proof*. A visitor doesn't see what Stripe *did* for Hertz or URBN; they see what Hertz and URBN *are*. For a founder or mid-market operator, that's abstract. The testimonials are strong but buried mid-page and lack specificity on the financial or operational lift—they read like partnership announcements, not proof of value.
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8.9
lytms.ai
The page demonstrates the product on Stripe and Intercom — but offers zero proof it has worked for a paying customer.
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8.9
lytms.ai
The page's proof is Lytms scanning other brands — no customer has ever said it worked for them.
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8.9
linear.app
The hero buries the speed wedge every testimonial proves under AI-era framing that any competitor can claim.
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8.9
lytms.ai
The page's strongest proof that the product works is a scan of Stripe — not a single customer who paid for it.
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8.9
linear.app
Your hero calls Linear a "product development system" — the same category frame Jira owns.
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Key findings

67%
of landing pages score below 6.0 on specificity
Generic adjectives ("fast", "easy", "powerful") with no numbers or named results is the defining characteristic of average marketing copy.
4.9
median CTA score across all pages
"Get started" and "Learn more" are the two most common CTAs. Both score below 5.0. Outcome-framed CTAs score 7.5+.
41%
of mobile visitors never see a CTA
Hero images push the primary CTA below the fold on mobile. Above-fold visibility is the single highest-leverage visual fix.
2.1×
average conversion uplift after applying Lytms fixes
Pages in the 4-6 range consistently reach 7.5+ after applying the top 3 fixes. Pages in the 6-7 range see more modest 1.4-1.6× improvement.
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