Writing a landing page that converts
A landing page is not your home page moved downstairs. It serves one action, and five modules in the right order are enough — with 6 copy-paste prompts and the failure pattern we see most.
The short version: five modules, in order
A landing page serves exactly one action — getting a visitor to leave contact details or buy. Write these five blocks in order and you are most of the way there; visual polish is a bonus, not a prerequisite.
- Hero: one sentence saying who you are for, what you do, and what changes
- Evidence: why anyone should believe you
- How it works: three or four steps
- Price and guarantees: how much, what is included, what happens if it is wrong
- Call to action: one clear next step
Module 1 · The hero: who, what, and the result
Visitors decide in about three seconds, so the hero has to answer one thing. The formula is simple: for [who], provide [what], so they get [result].
Compare: “Welcome to Acme Technologies, founded in 2015” tells the visitor nothing about themselves. “For small Yiwu merchants: a storefront that takes payments live in three days” tells them whether to keep reading.
Module 2 · Evidence: why believe you
Trust is not built with adjectives; it is built with things people can check:
- Real screenshots or case examples: what the product looks like, how others use it
- Verifiable numbers: project counts or years of service you can actually account for
- Credentials and entity details: company name, address, contact — essential for a storefront
- Customer quotes: only real ones, only with permission. No quotes is better than invented ones
Module 3 · How it works: three or four steps
Uncertainty about what happens next is the biggest source of hesitation. Spell it out: submit your requirement -> a first version is generated -> you confirm or ask for changes -> attach your domain and go live.
It does not need to read like a manual — one line per step, and the point is to show that nobody needs to be technical.
Module 4 · Price and guarantees
Transparent pricing produces better leads. “Contact us for a quote” feels flexible and instead brings a queue of unqualified enquiries.
- The price or a price range, and when it changes
- What is included and what is not (domain and hosting, for instance)
- Refund or trial conditions — state the conditions, not just “refunds available”
- Support contact and working hours
Module 5 · One call to action, clearly
One page, one action. Write the button as a result, not a mechanic — “Start building my site” beats “Submit” by a distance.
If the visitor is not ready, offer one low-commitment alternative (watch a demo, browse templates) — but do not scatter other links around it that split attention.
The failure pattern we see most
The hero is a company introduction and a photo of the leadership team, the nav has eight sections, and at the very bottom sits a lone button labelled “Submit”. No price, no examples, no indication of who it is for.
The problem is not ugliness — it is that a visitor finishes it without knowing what they are being asked to do. The fix is to reorder the same content into the five modules above; you can keep the copy word for word. Structure first, design second.
Building it with prompts (1 to 6)
Following the platform's four-stage flow, a landing page takes six prompts — all copy-paste ready.
Build me a product landing page: my product is [one sentence on who it is for and what it does], aimed at [target customer], and the goal is to collect contact details. Start from the structure: hero, evidence, how it works, price and guarantees, call to action.
Rewrite the hero copy using the pattern: for [who], provide [what], so they get [result]. Give me three candidate headlines, each under 60 characters, no adjective stacking.
Add an evidence section: three product screenshots (use placeholders), three verifiable numbers, plus the company entity and contact details. If there are no customer quotes yet, leave that part out rather than inventing them.
Add the price and guarantees module: state the price or range, what is included and excluded, the refund conditions, and the support email and hours.
Improve the call to action: exactly one primary button, worded as an outcome; add one low-commitment alternative beside it (watch a demo). Remove other links that split attention.
Check mobile: the headline and the primary button must be visible on a phone without scrolling; compress images and keep the page loading smoothly.
How to tell whether a change worked
Change one thing at a time, or you will never know what did the work. Track a single number: the completion rate of this page's target action (signup or purchase).
- Change one element — the hero headline, say — and leave everything else alone
- Compare on comparable traffic: run the page for a period before, then a period after
- Write both numbers down. Trust your own data, not anybody's “industry average conversion rate”
FAQ
The three questions we hear most:
- Should a landing page have navigation? — For traffic from ads, remove the top navigation to reduce leaks; for pages that rank in search, keep it so visitors can keep browsing.
- Should I use video? — A short demo of the result is worth it; a brand film nobody finishes just slows the page down.
- How long should the page be? — As long as every screen keeps pushing trust towards the next step. Short but evidence-free converts no one either.
Next step
If you want to generate this structure and then tune it against real numbers, start from any of the links below.