Landing Es

Spanish landing page copy

Most Spanish landing pages read as translated English. The grammar is correct and the page still feels wrong: the verbs are too formal, the headline is a literal calque, the price has a comma in the wrong place, and the required legal links are missing. This file is about the difference.

Write in Spanish. Do not write in English and translate.

1. Who you are talking to

The single biggest decision, and it must be consistent across the entire page including button labels, form placeholders, error messages and the cookie banner.

Form	Where it belongs	Example
tú	Spain, most consumer and creative brands, anything young, freelancers, startups	"Reserva tu cita"
usted	Formal services in Spain — legal, medical, banking, insurance, funeral, notary. Older audiences	"Reserve su cita"
usted (default)	Colombia, Costa Rica, and most of Mexico's service sector — usted is normal, not distant	"Reserve su cita"
vos	Argentina, Uruguay, Paraguay, much of Central America, in informal registers	"Reservá tu cita"
ustedes	All of Latin America for plural, always. Never vosotros outside Spain	"Reserven su cita"

vosotros in a page aimed at Latin America is the loudest possible signal that the copy came from Spain or from a machine. tú in a Colombian professional-services page reads as presumptuous. Ask which country the audience is in before writing a single verb, and if you cannot ask, default to Spain + tú for consumer and creative, Spain + usted for regulated professions.

2. Calls to action

Spanish CTAs are imperatives, and they are shorter than the English instinct suggests.

English	Bad (literal)	Good
Get started	"Empezar ahora" (limp)	"Empieza gratis" / "Empieza ya"
Learn more	"Aprende más" (calque — aprender is for skills)	"Saber más" / "Ver más" / "Descubre cómo"
Book a call	"Reservar una llamada"	"Agenda una llamada" (LatAm) / "Reserva una llamada" (ES)
Contact us	"Contáctenos" (stiff)	"Hablemos" / "Escríbeme" / "Cuéntame tu proyecto"
Sign up	"Regístrate"	"Crea tu cuenta" / "Únete"
Buy now	"Compra ahora"	"Cómpralo ya" / "Lo quiero"
Get a quote	"Obtener una cotización"	"Pide presupuesto" (ES) / "Pide tu cotización" (LatAm)
See pricing	"Ver precios"	"Ver precios" (this one is fine)
Download	"Descargar"	"Descárgalo gratis"

Rules:

• Never Aprende más for "Learn more". Aprender means to acquire a skill. The Spanish for the English idiom is Saber más, Ver más or Descubre cómo.
• First person converts. Lo quiero, Quiero mi presupuesto, Empiezo ahora — the visitor reading their own decision back. Very common in Spanish-language conversion copy and rare in English.
• Add the object. English tolerates a bare verb; Spanish wants to know what. Descarga is odd; Descarga la guía is natural.
• Sentence case, not Title Case. Pide presupuesto, never Pide Presupuesto. Spanish capitalises only the first word and proper nouns. Title Case on a Spanish page is an unmistakable translation artefact.

3. Vocabulary that splits by region

Pick one country and stay in it. Mixing is worse than choosing the "wrong" one.

English	Spain	Latin America
computer	ordenador	computadora / computador
mobile phone	móvil	celular
car	coche	carro / auto
to book / schedule	reservar, concertar	agendar, reservar
quote / estimate	presupuesto	cotización
free	gratis, gratuito	gratis
now	ya, ahora	ahora, ya
software subscription	suscripción	suscripción / membresía
you (plural)	vosotros	ustedes
to manage	gestionar	administrar, gestionar
workshop / course	taller, curso	taller, curso, capacitación
to send	enviar, mandar	enviar, mandar
apartment	piso	departamento / apartamento

4. Headlines

Spanish is roughly 20–25% longer than English for the same meaning. A headline translated word-for-word will break the layout and lose its rhythm. Rewrite instead.

• Cut the article where Spanish allows it: "Diseño web para pequeños negocios", not "El diseño web para los pequeños negocios."
• Spanish resists the English noun-stack. "Small business website design" has to become a phrase with prepositions: "Páginas web para pequeños negocios."
• The gerund is not a headline form in Spanish. "Building better websites" is not "Construyendo mejores webs" — it is "Webs mejores" or "Así construimos webs mejores."
• Questions need both marks: ¿Buscas una web que venda? Opening ¿ is not optional and its absence is the fastest way to look machine-generated.
• Exclamations likewise: ¡Ya está online! Use them sparingly — Spanish marketing copy overuses them, and restraint reads as confidence.

5. Numbers, money, dates, phones

Spanish-speaking Europe and most of Latin America use the comma as decimal separator. Getting this wrong is the most visible error on a pricing section.

Thing	Spain / most of LatAm	Not
Price	1.299,99 € (symbol after, with a space)	€1,299.99
Mexico, Colombia, Peru, Chile	$1.299,99 — but Mexico commonly uses 1,299.99	—
Percentage	25 % in Spain (space), 25% commonly elsewhere	—
Date	14/03/2026 or 14 de marzo de 2026	March 14, 2026
Month names	lowercase — marzo, octubre	Marzo
Day names	lowercase — lunes, jueves	Lunes
Time	18:30 h	6:30 PM
Phone (Spain)	+34 612 34 56 78	—
Phone (Mexico)	+52 55 1234 5678	—
Opening hours	L–V 9:00–18:00, sáb 10:00–14:00	—

Confirm the country before formatting money. Mexico's decimal point is a real exception, not a mistake to correct.

6. Legal pages — required, not optional

A site aimed at Spain must link these from the footer. This is LSSI-CE and GDPR, and it is the single most common thing missing from a Spanish landing page built by a non-Spanish tool.

Page	Spanish name	Required when
Legal notice	Aviso legal	Always, for any commercial site in Spain. Must carry the owner's name or company name, NIF/CIF, registered address, email, and registry details for a company
Privacy policy	Política de privacidad	Any form, any analytics, any cookie. So: always
Cookie policy	Política de cookies	Any non-essential cookie, including Google Analytics
Terms	Términos y condiciones / Condiciones de contratación	Anything sold on the site
Returns	Política de devoluciones	Anything sold to consumers

Also required next to any form that collects personal data: a checkbox the user must tick — not pre-ticked — with text along the lines of "He leído y acepto la [política de privacidad]". Pre-ticked consent is not consent under the GDPR.

If the user has not written these pages, do not invent their contents — a fabricated legal notice with a made-up company registration number is worse than none. Create the footer links, point them at placeholder routes, and tell the user plainly: "I've added the links your site legally needs. You'll have to write what goes on those pages — an aviso legal has to carry your real NIF and address, and I'm not going to make those up."

Latin American equivalents vary by country. Mexico's is the Aviso de privacidad under the LFPDPPP, and it is required for any data collection.

7. Punctuation and typography

• ¿ ... ? and ¡ ... ! — both marks, always. The opening mark goes where the question starts, not necessarily at the start of the sentence: Si te interesa, ¿hablamos?
• Quotation marks: Spanish prefers angular quotes «así», then "así", then 'así'. Straight ASCII quotes on a designed page are lazy in any language.
• The dash for parenthetical asides is the em dash —like this— usually written closed up in Spanish, not spaced as in English.
• Ellipsis is one character: …
• Accents survive uppercase. MÁS INFORMACIÓN, not MAS INFORMACION. If the design uses all-caps headings, the accents stay, and Ñ stays.
• Set lang="es" on <html>, and use the regional tag when it matters for hyphenation and voice assistants: es-ES, es-MX, es-AR, es-CO.
• Check the chosen Google Font actually carries ñ, ¿, ¡, and accented capitals. Many display and decorative faces do not. Type a test string — ¿Cómo? ¡Añádelo! ÁÉÍÓÚÑÜ — into the font's specimen page before committing to it.

8. Traps

Trap	What happens	Fix
"Aprende más"	Reads as "acquire more skill"	Saber más, Ver más
"Aplicar" for "apply" (for a job)	Anglicism, though now common	Inscribirse, Presentar candidatura, Postularse (LatAm)
"Soportar" for "support"	Means "to endure, to put up with"	Admitir, ser compatible con, dar soporte a
"Realizar" everywhere	Bureaucratic filler verb	Use the specific verb: hacer, crear, enviar
"Actualmente" for "actually"	Means "currently"	En realidad, de hecho
"Eventualmente" for "eventually"	Means "occasionally, possibly"	Con el tiempo, finalmente
"Asumir" for "assume"	Means "to take on"	Suponer, dar por hecho
"Librería" for "library"	Means "bookshop"	Biblioteca
Title Case headings	Instant translation tell	Sentence case
Missing ¿	Instant translation tell	Both marks
vosotros for a LatAm audience	Instant Spain tell	ustedes
Gendered job nouns	Excludes half the audience	Prefer neutral phrasing — equipo, personas, quien contrate. Avoid todos y todas stacking and avoid todxs / todes unless the brand already uses it

9. Register

Spanish marketing copy defaults to a warmth English does not have, and gets ruined by the formality English business writing carries. Two failure modes, both common:

Too formal. "Nos complace poner a su disposición nuestra amplia gama de servicios profesionales." Nobody speaks like this. It is the Spanish of a bank letter from 1994.

Too translated. "Desbloquea el poder de tu negocio." Desbloquear el poder is not a Spanish idiom — it is unlock the power wearing a costume. Same for impulsa tu viaje, lleva tu negocio al siguiente nivel, soluciones innovadoras, transforma tu presencia digital.

What works: short sentences, concrete nouns, and the specific detail. "Hago webs para restaurantes. Suelo tardar dos semanas. Escríbeme y te digo si encaja." That is a Spanish landing page.

Before shipping

• One country chosen, and tú / usted / vos consistent across headings, buttons, form labels, placeholders, error messages and the cookie banner
• No vosotros unless the audience is Spain
• Every question has ¿, every exclamation has ¡
• Headings in sentence case
• No Aprende más
• Prices, dates and phone numbers in the target country's format
• Month and day names lowercase
• lang set, with the regional tag if it matters
• Font renders ñ, ¿, ¡, ÁÉÍÓÚÜ
• Footer links to aviso legal, política de privacidad and política de cookies
• Consent checkbox on every form, not pre-ticked
• Nothing invented — no fabricated NIF, address, review or client name
• Read the whole page out loud. If a sentence is hard to say, it was translated