Best Practices for Placeholder Text in Landing Pages

Landing pages are conversion machines. Every element—from the hero headline to the final CTA—must work together to persuade visitors to take action. When you're designing landing pages, placeholder text becomes more than just filler; it's a strategic tool that shapes how your final content will perform.

This guide covers best practices for using placeholder text in landing page design while keeping conversion optimization front and center.

Why Landing Pages Need Special Attention

Unlike blogs or informational pages, landing pages have one job: convert visitors into leads or customers. This means:

• Every word matters - Placeholder text must represent realistic content lengths
• Visual hierarchy is critical - Text blocks must support the conversion funnel
• Trust signals need prominence - Testimonials and social proof require proper spacing
• CTAs must stand out - Button text and surrounding copy affect click-through rates

Using placeholder text carelessly can lead to designs that look great with Lorem Ipsum but fail with real copy.

Hero Section Best Practices

The hero section is your first (and sometimes only) chance to capture attention.

Headline Placeholder Guidelines

Your hero headline should be:

• 5-12 words for optimal readability
• Action-oriented or benefit-focused in real copy
• Large enough to command attention

Good placeholder example:

Placeholder Headline That Shows Real Length

Problematic placeholder:

Lorem ipsum dolor sit amet consectetur adipiscing elit sed do eiusmod tempor

The second example is too long and will create unrealistic layout expectations.

Subheadline Considerations

Subheadlines typically run 15-25 words. Use placeholder text that:

• Spans approximately two lines on desktop
• Maintains readability on mobile (check at 320px width)
• Leaves room for real benefit statements

Try our Landing Page generator which creates hero, feature, and CTA sections with realistic content lengths.

Hero CTA Buttons

Button text is notoriously short. Design with realistic placeholders:

Feature Blocks and Benefits

Feature sections communicate value propositions. Here's how to handle placeholder text:

The 3-Column Feature Layout

For the classic three-column feature grid:

[Icon]
Feature Title (3-5 words)
Description text that explains the benefit
in approximately 15-25 words maximum.

Common mistakes:

• Using full paragraphs instead of concise descriptions
• Inconsistent text lengths across columns
• Forgetting to test with short AND long content

Benefit Statements

Benefits should be scannable. Use placeholder text that:

• Starts with action verbs (Save, Increase, Reduce, Automate)
• Fits on 1-2 lines
• Leaves visual breathing room

Form Design and Placeholder Text

Forms are conversion bottlenecks. Placeholder text affects both usability and conversion rates.

Input Field Labels vs. Placeholders

Best practice: Always use visible labels, not just placeholder text.

Form Field Examples

Name: [Your full name]
Email: [work@company.com]
Company: [Acme Inc.]
Message: [Tell us about your project...]

Notice how placeholder text provides examples, not instructions.

Error Messages

Don't forget to design error states with realistic text:

• "Please enter a valid email address"
• "This field is required"
• "Password must be at least 8 characters"

Social Proof Sections

Testimonials and social proof build trust. Placeholder text must represent realistic quotes.

Testimonial Length Guidelines

Example testimonial placeholder:

"This product transformed how we approach customer engagement. 
We saw a 40% increase in conversions within the first month."

— Name Surname, Job Title at Company Name

Attribution Format

Always include placeholder attribution with realistic formatting:

• Full name (2 words)
• Job title (2-4 words)
• Company name (1-3 words)

Pricing Tables

Pricing sections are high-stakes areas. Get the placeholder text right.

Plan Names and Descriptions

STARTER
$29/month

Perfect for individuals and 
small teams getting started.

✓ Feature one description
✓ Feature two description
✓ Feature three description

[Start Free Trial]

Feature Lists

Use consistent placeholder lengths:

• Each feature: 3-6 words
• Same number of features per plan (or clearly differentiated)
• Include both included and excluded features

Mobile Considerations

Landing pages must convert on mobile. Test placeholder text at mobile widths:

Mobile-Specific Checks

• Headlines don't wrap awkwardly
• CTAs remain visible above the fold
• Feature descriptions stay readable
• Forms don't require horizontal scrolling
• Testimonials don't dominate the viewport

Responsive Text Length

What works on desktop may fail on mobile:

Do's and Don'ts Summary

✅ Do's

1. Match realistic content lengths - Use placeholder text that approximates your final copy
2. Test edge cases - Try both short and long content variations
3. Maintain visual hierarchy - Headlines should look like headlines
4. Consider mobile first - Design for the smallest viewport
5. Use conversion-focused placeholders - Include action verbs and benefit language

❌ Don'ts

1. Don't use Lorem Ipsum for CTAs - Button text should always be realistic
2. Don't fill every space - White space is a design element
3. Don't ignore testimonial formatting - Attribution matters for trust
4. Don't forget form validation states - Error messages need design attention
5. Don't launch with placeholder text - Always replace before going live

Conversion Checklist

Before finalizing your landing page design, verify:

• Hero headline is readable and appropriately sized
• Subheadline supports the main message
• CTAs stand out visually
• Feature blocks are scannable
• Social proof feels authentic
• Forms are user-friendly
• Mobile experience is optimized
• All placeholder text is replaced with real content

Tools for Landing Page Placeholder Text

When designing landing pages, use purpose-built placeholder generators:

• Landing Page generator - Creates hero, feature, and CTA sections
• UI Mockup generator - For interface elements and form fields
• Document generator - For longer-form content sections

Conclusion

Placeholder text in landing page design isn't just about filling space—it's about creating a realistic foundation for high-converting copy. By following these best practices, you'll design landing pages that work just as well with real content as they do with placeholders.

Remember: the goal is conversion. Every design decision, including how you use placeholder text, should support that objective. Replace Lorem Ipsum with strategic, length-appropriate placeholders, and you'll create designs that seamlessly accommodate your final, conversion-optimized copy.