Table of Contents
What Makes a Great Landing Page…………………………………………………………………3
How to Make the Most of This Guide, Videos, Frameworks……………………………………4
Getting Started: Pre-Page Exercise………………………………………………………………...9
Headline Copywriting Formulas, Tips, Frameworks…………………………………..………..12
Body Copywriting Formulas, Tips, Frameworks………………………………………….…......30
Social Proof Copywriting…………………………………………………………………………….45
Call to Action Copywriting Formulas, Tips, Frameworks………………………………..….....53
Example Landing Page Breakdowns….……………………….…………………………….…….62
Landing Page Buzzword Replacement Checklist………..........………………………….…….70
Off to you now!………..........……....……....……....……....……....………………………….…….71
Overview: What Makes a Great Landing Page?
Landing pages have one singular goal:
Convert readers into leads or customers (paid, free trial, newsletter
subscriber).
If you are sending traffic to a landing page, customers will read (and see)
what you have to offer, making snap decisions on whether to purchase or
bounce.
Your job is to produce compelling copywriting that makes users stop and
say: “aha”
Great landing pages make readers feel understood, curious, and
excited to take action.
Design and visuals are key elements, but copywriting is what drives action
and converting, paying customers.
Some of the ugliest landing pages I’ve worked with have the highest
conversion rates.
Why?
First, they acquired traffic that was targeted. Then, they captured attention
with a commanding headline. They drove that interest down the page,
carefully playing on readers’ pain points and emotions. Closing with an
irresistible call to action, users converted regardless of the beauty.
Beautiful landing pages don’t mean sh** if they aren’t clearly written.
So, what really makes a good landing page?
Here are key elements that we’ll explore in this ebook, video
walkthroughs, framework templates, and annotated examples:
●
●
●
●
●
Captivating, clear headline
Subheader that acts as an elevator pitch for your product
Social proof
Feature / Benefit copywriting
Zero-friction call to action
Without further ado, let’s dive into this guide and how you can make the
most of it.
How to make the most of this guide, videos, and the
framework templates.
Landing pages are not a one-and-done process.
That’s why I’ve included so many frameworks, formulas, and potential
tweaks you can run on your landing pages.
Landing pages should be A/B tested often with the goal of always
improving your messaging, resonance, and therefore conversion
rates.
To make the most of this book, guide, videos, and frameworks, follow
the options below based on your current needs for a given landing
page you are creating.
● OPTION A: No current customers
● OPTION B: Has existing customers
Option A: No current customers
If you already have customers buying your product or service, please
skip this section and move to Option B!
If you don’t have current customers for this product and are building
your (or a client’s) landing page, this section is for you.
Not having existing customers isn’t a deal-breaker. You can still write a
kick-ass landing page that drives sales.
However, it never hurts to survey existing buyers and hear how they
describe your value in their own words.
As copywriters, your goal isn’t to overwhelm potential buyers with
fancy jargon and words like “supercharge,” no matter how cool they
sound.
To customers, “supercharge” has no real guarantee or meaning.
Speaking to your customers and hearing their own phrasing will
dramatically improve your ability to write a landing page that drives
more sales at higher rates.
Since you don’t have customers yet, your main goal is to get people
using your product or service.
Friends, family members, and followers on social media. Aim to have
at least 10 people try your product, service, or offer for free.
DM them, call them, get them to use it for a week at minimum. Even if
you have to pay them each $20 to use it for a week, do it.
Schedule short, 5-minute interviews with each one of them. If they
can’t, send them the following questions and ask them to give a
thoughtful response.
● What main problem did this product/service solve for you?
● How much time did it save you in comparison to doing [X activity]
without this product/service/offer?
● Why is this problem important to solve for you?
● What end-result did you expect to achieve from using this
product?
● Why did you decide to choose our brand over competitor X, Y,
Z?
After the calls are complete, re-watch / listen to each one and
transcribe key descriptions for each question.
Note and organize:
● Common, similar, or distinct phrases to each question. Group
and rank by importance.
● Features described and the benefits they associated with those
features
● Main pain-points and what about your product helped alleviate
them
● What their true north-star metrics are
You can use this information in conjunction with the formulas in this
guide to write incredible copy that is unique and genuinely relatable for
readers.
Option B: Has active customers
If you have existing and active customers, you have a distinct
advantage in the market.
Existing customers are a wealth of information about the true
perceived value your product/offer/solution provides.
Without their opinion, you are merely speculating.
With their exact words, they’ll tell you far more about your value than
you could write (read: guess) alone.
Reach out to at least 10 of your existing customers. If you don’t have
10, reach out to all of them and request a quick 5-minute chat about
your product/service/offer.
Incentivize them. Offer them an extended trial, a free month, a coffee
shop gift card.
Your goal is to have a quick conversation where you ask targeted
questions, take detailed notes, and implement your findings directly in
your copy.
If you can, record all conversations to reference later so you can focus
on questions and the conversation, rather than note-taking.
During each interview, ask the following questions as a base, but be
sure to dig deeper and ask sub-questions based on responses given.
For example, if a user tells you about a problem they solved, dig
deeper and ask why that problem has to be solved and who they are
accountable to if it isn’t.
These are simply surface-level questions meant to drive conversation.
● What main problem did this product/service solve for you?
● How much time did it save you in comparison to doing [X activity]
without this product/service/offer?
● Why is this problem important to solve for you?
● What end-result did you expect to achieve from using this
product?
● Why did you decide to choose our brand over competitor X, Y,
Z?
After the calls are complete, re-watch / listen to each one and
transcribe key descriptions for each question.
Note and organize:
● Common, similar, or distinct phrases to each question. Group
and rank by importance.
● Features described and the benefits they associated with those
features
● Main pain-points and what about your product helped alleviate
them
● What their true north-star metrics are
You can use this information in conjunction with the formulas in this
guide to write incredible copy that is unique and genuinely relatable for
readers.
Getting Started: Pre-Page Exercise
Before you start furiously editing your landing page expecting a
miracle, slow down.
Don’t start writing your landing page or even re-working specific
sections of an existing one until you run through this fast pre-page
exercise.
Each landing page has a specific goal, and they aren’t always the
same, nor are they driving traffic from the same place.
Here’s what I mean:
Let’s say you are running a Facebook Ad campaign.
You don’t want to drive traffic from that Facebook ad to a generic
home page, nor a stock landing page.
Why?
Message and audience match: if your Facebook Ad talks about a
specific feature your product offers and the benefit, driving a user to a
generalized, long-form page will cause confusion and quick exits.
Years ago at my agency, we ran PPC campaigns for clients.
When we utilized copywriting message match (and a specific headline
formula included in this guide), we increased conversion rates by
213%.
Knowing why you are creating this landing page, and for who, is
critical to success.
To get started open this document and make a copy:
https://docs.google.com/document/d/13phMNo104IIscH879Xn3cF-bIE
st5Iqr3Lqmx5uJO0M/edit?usp=sharing
Fill out the worksheet and answer the questions.
This will help you collect your thoughts, your product, the value you
provide, and assist in organizing that data into a landing page that
makes sense for readers.
Next, open the corresponding framework template that best matches
your current need:
● SaaS Landing Page Framework Template
● Freelancer Landing Page Framework Template
● Digital Product Landing Page Framework Template
Keep these open side-by-side and watch the accompanying video.
Don’t write anything yet. Just listen to the walkthrough once with
both the framework and your notes on screen.
Just by collecting your thoughts in the document and understanding
landing page flow will spark ideas and ways to use that collected
information in specific, catchy formulas that drive action.
If you made it here, you should have:
1. Filled out the pre-page exercise template
2. Read and analyzed the framework that applies to your current
goal
3. Watched the accompanying video for that framework
Congrats! You are now ready to start writing and filling out the
framework based on your pre-page exercise and customer interview
data.
If you don’t have customer data yet, you can still write your landing
page. But if you can help it, don’t skip that step, or at least come back
to it once you have customer insights to utilize.
Open the framework for your goals, your pre-page exercise notes, and
this guide.
Go section to section from headline to social proof to body copywriting
to your call to action, using your notes and knowledge to fill in
formulas.
Headline Copywriting Formulas, Tips,
Frameworks.
#1: Weave Features and Benefits
▢ Great for courses + SaaS ▢
Features tell visitors the how / what.
Benefits tell them why.
What root issue is your product or service solving? Write that as your
headline.
Benefits alone are too vague: make more money.
Benefits paired with their driving-force (features) are specific, clear, and
actionable: Build a programming course. Earn money while you sleep.
#2: Drive Action With Questions
▢ Great for SaaS ▢
Ask readers a compelling question that pushes attention to your call to
action.
“Don’t think you can make your pages look this good?”
The reader can’t help but click to find out more.
Make your question simple and short, focused on a single pain point.
In the case above, the pain point is making beautiful landing pages.
Use white-space to your advantage here to focus attention on the question
and call to action, which should serve as a solution to their problem.
#3: Problem, Agitate, Solution.
▢ Great for freelancers, SaaS, and services ▢
Address the main problem your potential customer faces: getting video
testimonials
Agitate the problem with a short statement: collecting them is hard
Provide the solution: try it for free right now
Focus on one major pain point that you solve.
Call it out, agitate it with secondary statements, facts, or social proof.
Then position your offer as the solution to that pain point.
#4: Use Data to Reduce Friction
▢ Great for established SaaS companies ▢
Consideration spans are literally seconds.
Any form of friction on your landing page will result in an exit.
Friction can be: confusing copy, boring offer, vague statements.
Use real data and specific numbers to immediately reduce friction.
Examples: setup speed, time saved, zero code, % increases, success
rates.
Real numbers are more compelling than 1,000 words of copy.
#5: Call Out Your Audience
▢ Great for niche SaaS ▢
When in doubt, simplify and clarify your message.
Right now, take a pen and paper and write: (1) what your product or service
does and (2) who you do it for.
Calling out your exact offering to the exact audience lets users know they
are in the right place, and prioritizes clarity over anything else.
Formula: [service] for [buyer]
Application: Time-tracking software for remote teams.
Clarity is your goal with headlines. Simplify first. Dive into details later.
#6: Own Your Brand Tone
▢ Great for freelancers and SaaS ▢
Many landing page headlines try to wow readers with shock and awe tricks.
Doom and gloom disaster headlines rarely work. Own your brand tone.
Shopify is the brand of “anyone can be an entrepreneur.” And their tone of
voice reflects that.
Look at your brand or personal mission for inspiration. Maintain a tone that
matches your mission and message.
Consistency helps your copywriting take on meaning.
#7: Repetition Builds Recognition
▢ Great for new brands ▢
New brands are at a distinct disadvantage with landing pages.
Lacking brand awareness has an impact on your conversion rates.
Repeat your brand name as the solution to a strong pain-point. Your
documents are secure with Nira.
Formula: Your [pain-point] is [secure, solved, faster, easier] with [brand
name]
Repetition builds early and easy recognition.
#8: Conviction = Confident
▢ Great for any landing page ▢
Have you ever read an email that used phrases like “just” checking in, or “I
think” we can do that?
These phrases show a lack of conviction in your offer and your ideas. On a
landing page, it’s no different.
Turn soft “pushover” phrasing into strong, confident conviction statements.
We help with → [Benefit] + [Benefit].
We help → This is how.
Alternative → Replacement
#9: Say What Your Users Want to Do
▢ Great for digital product pages ▢
What do your target customers want to accomplish by purchasing and
implementing?
Maybe your product will help them: write a better landing page, simplify
their note-taking process, or curate content without losing it.
Say what your users want to do without jargon, broad statements, or bold
promises.
Formula: [verb: write, create, optimize] + [object: what are people writing,
creating, or optimizing] + [result: what is the outcome? Convert, increase,
etc]
#10: Concrete Phrases
▢ Great for any tech landing pages ▢
Concrete phrase = “command center”
Abstract phrase = “organized”
Concrete phrases are visualized quickly. Abstract phrases are not. The
more concrete your copy, the more vivid it becomes.
Associate your product with something tangible to build a sticky connection.
What concrete object, image, or idea can you relate to your product?
Create this visualization for your potential customers.
#11: Be Conversational
▢ Great for creator landing pages ▢
Conversational marketing is impactful for a reason: you aren’t talking to or
at your prospects, you’re talking with them.
Use a multi-step conversational approach explaining how to overcome
problems and what overcoming those problems will result in.
Formula:
[Verb] + [pain-point]: Find your audience
[Verb] + [pain-point]: Discover their problem
[Verb] + [result]: Build a following.
[Verb] + [result]: Build a business.
#12: Outcome With Process (OWP) Formula
▢ Great for consulting,
services, and SaaS ▢
The outcome with process formula is benefit and feature-driven, giving
readers a glimpse at their potential transformation, and how it will occur.
In outcome with process (OWP), focus on the main benefit you are trying to
deliver for customers.
Formula examples:
Service: Rank higher on Google with SEO and Digital PR
Consulting: Get More Customers with Less Traffic
Saas: Grow your brand with delightful customer service
#13: Eliminate Conversion Roadblocks
▢ Great for high-ask landing
pages ▢
Conversion roadblocks are triggers that cause readers to lose interest or
perceived value in your offer.
If you don’t address a common pain point and provide relief, that’s a
roadblock.
Identify your top 2-3 pain-points and provide instant relief:
Common roadblocks to address:
● Time: state how much you will save or give them
● Noise: how do you simplify and deliver value without clutter
● Proof: leverage social proof to let users know you are trustworthy
#14: Transformation Copywriting
▢ Great for course landing pages ▢
What is in it for the user?
What transformation do they seek to achieve, and how can you realistically
aid in that transformation?
Great copy communicates who the audience is now and who the audience
wants to become.
Formula: [Become, get, achieve] [result] in [time-frame]
Example: Become a prolific no-coder in 8 weeks.
#15: Turn Buzzwords into Promises
▢ Great for all landing pages ▢
Buzzwords. Jargon. Marketing-speak. Eliminate it. Nobody knows what
“supercharging their workflow” means.
When you force readers with short consideration spans to decode what you
actually can do for them, you aren’t going to convert them.
Turn your most common buzzwords into promises and valuable end-results
Replace:
Supercharge results → promise [like speed, accuracy, etc]
Active community → 5,000 active users
Skyrocket sales → increase sales
#16: Be X Without Y
▢ Great for all landing pages ▢
Be X Without Y is a powerful way to drive emotional reaction on your
landing page.
This formula helps you tap into the hopes and fears of users.
Be a high performing team (what they truly want), without the annoying
admin work (what they fear).
Formula:
Be [end-result after your product is implemented] without [main pain-point
they experience]
#17: Anaphora
▢ Great for all landing pages ▢
Anaphora is the repetition of a word or phrase at the beginning of each
sentence, helping to solidify your message.
Unlimited storage, unlimited bandwidth, unlimited hosting.
Repeat key phrases to place extra emphasis on a power word.
Examples:
Be __. Be ___. Be ___.
Big ___. Big ___. Big ___.
Faster __. Faster __. Faster __.
Easier __. Easier __. Easier __.
#18: Freelancer Headline
▢ Great for freelancers ▢
When it comes to freelancing, clarity is key. People need to know (1) what
you do, as in, content strategy, SEO, web development, (2) who you do it
for (target market) and (3) how well you do it.
For a freelancer landing page, keep your headline simple and
straightforward.
Formulas:
● I [main offering] + [secondary offering] for [target market].
● I [improve, increase, drive] + [end-result] for [target market]
Body Copywriting Formulas, Tips, Frameworks.
#1: 3-Step Use to Result
▢ Great for all landing pages ▢
The average online attention span is 8 seconds.
When writing body copy, your goal is to explain your product/service, how it
works, and the benefits in three simple steps.
The 3-step formula takes the user on a journey from use-case to result.
Formula:
Step 1: Explain first thing users accomplish with your tool
Step 2: Explain ease of use, including answering common objections
Step 3: Explain how desired result is achieved with your product
#2: Concise Storytelling
▢ Great for small brands ▢
Landing pages are often filled with jargon or vapid statements.
But people support people, not brands, and not miniscule features.
Concisely share your story directly on your landing page to build a human
connection that sticks.
Formula:
Intro: Resonate. Use language like “fellow” to establish relatability
Struggle: Tell a familiar story of struggle that relates to your audience
Solution: Show your solution and why it’s right for the user.
#3: Own Your Social Mission
▢ Great for all brands ▢
Buyers are 4-6x more likely to support cause-driven brands.
Don’t bury your social mission. Showcase it directly on your landing pages.
Share causes you donate to on your site to let users know their purchase is
more than money in your pocket.
Combine visual and copy showing your support for a specific cause.
Nothing feels better as a consumer than knowing your purchase helps
something greater.
#4: Curiosity and Surprise
▢ Great for all brands ▢
Landing pages don't have to be boring.
Showcase unique value statements via questions that grab attention and
compel users to read more.
Curiosity keeps attention and produces further interest + commitment.
Use this sparingly, and ensure your question or statement follows up with
value.
What common question do you find your users asking? Answer that.
#5: Comparison Copywriting
▢ Great for SaaS ▢
Comparison copywriting is a great way to show value against competitors
without writing a full-on blog post.
Directly on your landing page, compare your offer to competitors.
Formula / execution:
● Identify key selling points of your product: time, cost savings.
● Compare usability: no code, instant install, etc.
● Use statistics: search and even survey customers of your competitors
#6: P-A-S Body Copy
▢ Great for all landing pages ▢
Problem, agitate, solution, is not just for headlines. In fact, it works
incredibly well on body copy for landing pages.
Identify the biggest problem your customers face, agitate it with emotions
and/or stressors, then deliver your solution.
Formula / execution:
● Problem: a meaningful way to find your creative work
● Agitate: without stitching together a bunch of apps.
● Solution: your fans will love this
#7: AIDA
▢ Great for all landing pages ▢
Attention, interest, desire, action.
This formula is perfect for body copy, helping you to capture attention
quickly, spark interest, and produce a converting result.
Identify the biggest problem your customers face, agitate it with emotions
and/or stressors, then deliver your solution.
Formula / execution:
●
●
●
●
Attention: [statistic, bold short statement, pain-point]
Interest: [ask a question]
Desire: [Build desire via teasing your solution]
Action: [tell the benefits of your solution to induce action]
#8: P-P-P-P
▢ Great for all landing pages ▢
Problem, promise, proof, proposal.
This formula is great for long-form landing pages to build anticipation and
deliver value.
Formula / execution:
● Problem: [Main pain-point, agitate it]
● Promise: [Use statistics, what results can you deliver?]
● Proof: [social proof via quotes, user statistics, user-generated
content, or logos]
● Proposal: [CTA promising a benefit: Get my SEO audit]
#9: Before After Bridge
▢ Great for all landing pages ▢
Before after bridge helps make your promised transformations feel
attainable for readers.
Have you ever read a landing page and the promised result simply felt out
of reach?
Before after bridge helps establish your offer as realistic and effective.
Formula:
Before: explain where your readers are now.
After: explain where they can be in the future and how their status improves
Bridge: how you will get them the “after” result realistically. Justify with
time-frames and hard costs.
#10: FAB
▢ Great for all landing pages ▢
FAB = Feature, Advantage, Benefit.
This universal formula is especially effective with digital products and
software.
Highlight the advantages those features bring, and the end-result they
achieve (benefit).
Formula:
Feature: specific function your product performs
Advantage: secondary benefit
Benefit: main selling point and transformation you promise to customers
#11: Bucket Brigades
▢ Great for long-form landing pages ▢
Bucket brigades are a must-have copywriting tool for long-form landing
pages.
This formula pushes attention line-by-line, helping readers quickly consume
and scan long pages.
Use bucket-brigades on detailed sales pages:
Examples:
• Now:
• Truth is:
• Think about it:
#12: Challenge Assumptions
▢ Great for all landing pages ▢
A great way to drive interest in your product is to challenge assumptions.
For instance, leading with a sentence like: “most people think automation is
time-consuming…”
Challenging assumptions builds tension that needs to be relieved.
Formula: Most [target market] think [solution] is [adjective]. But... [solution
is easy].
Build tension by putting a popular stance in question and explaining why
that stance is wrong.
#13: Promise → Delivery
▢ Great for all landing pages ▢
Body copy on your landing page can make or break success.
Too much jargon or feature-speak will turn away readers. Conversely, too
many vague statements can do just the same.
The best balance is a concrete promise followed up with how you’ll deliver
it.
Start with a benefit-driven promise. What will users achieve from your
offer?
Now deliver on that promise: what specific aspects of your offer will
produce those promised results?
#14: Write Like You Talk
▢ Great for all landing pages ▢
Have you ever read a landing page top to bottom, still unsure of what the
company actually does?
Throw your thesaurus and dictionary in the trash. Jargon? No thanks.
Write like you are talking to someone in person. Simple, clear, and
language that anyone can understand:
Tip: use a tool like hemingwayapp.com to write for a 5th-grade audience.
Match your business’ tone and style, but prioritize language that’s easy to
consume and interpret.
#15: Use Data To Solidify Copy
▢ Great for all landing pages ▢
You can tout the wonders of your product all you want, but readers might
still question you.
After all, you’re biased. It’s your business. You want to sell to them, and
they know it.
Overcome this objection with data to solidify your copywriting:
Tip: use real data to back up your claims and add power to your words.
Search for studies relating to your product or service. Selling a book? Find
studies showing how book readers are 10x more successful at X, Y, and Z.
Social Proof Copywriting Formulas, Tips,
Frameworks.
#1: Turn Quotes Into Copy
▢ Great for all landing pages ▢
Your customers are your best marketers. So, talk to them!
Ask them about how they researched you, how they compared you to
competition, and why they ultimately bought from you.
Lastly, ask them “what would happen if you couldn’t use my product
anymore?”
Use their quotes as direct copy in your hero section to quickly build trust.
#2: Recent Demand Social Proof
▢ Great for all landing pages ▢
Social proof is more effective when you add specific elements of recency:
(a) total usage and (b) time-frame constraints
In the hero section, pricing page, or near your call to action, include how
many people you’ve helped and in what time-frame.
Formula:
[Number] + [companies, customers, users] [action: signed up, grew their
business] using [your brand name] [today, this week, month, year].
#3: Bold Key Social Proof Quotes
▢ Great for all landing pages ▢
Social proof quotes are blocky, long, and rarely optimized for skimming.
Yet, most people will read for less than 15 seconds before clicking off.
Bold results or transformations you were able to deliver.
Bolding or highlighting the outcome focuses a reader's attention on key
statements of value, rather than ongoing praises that lack substance.
Highlight:
- Results in real numbers
- Time-frame achieved in
- The most impactful end-results
#4: Pricing Page Social Proof
▢ Great for all landing pages ▢
Social proof isn’t restricted to your homepage or CTA. Social proof is a
great tool in alleviating doubts.
Add social proof on your pricing page to eliminate hesitation in critical
decision stages.
Don’t just use any social proof quote. Focus on quotes that highlight:
-
Time saved
Money saved
Increased results
Increased performance
#5: Trials Started
▢ Great for SaaS pages ▢
Do you offer a free trial? If so, utilize free-trial customer data directly in your
social proof statements.
These can be used directly in your hero section CTA for immediate trust.
Tell readers how many people signed up in the last few days:
Telling how many users recently signed up communicates to readers that
your product is in-demand. Depending on the data you have, share your
trials or customers by:
- Day, week, month.
#6: Broad Quote
▢ Great for all landing pages ▢
When collecting social proof for your landing page, don’t just use any
quote. You have to be intentional about the quotes you choose and the
questions you ask satisfied users.
Start with the broad quote. The broad quote seeks to elicit a response from
users describing your product in 1-2 sentences and what it does, in their
own words.
Broad quote helps reiterate your product and how it works / benefits the
reader. Because it’s delivered by a customer and not your brand, it’s far
more impactful.
Don’t stop here, though. Go to the next tip for your second quote
😏
#7: Problem-Solving Quote
▢ Great for all landing pages ▢
Your second quote should contain information on how a customer solved a
specific problem, or the end-result benefits they got from your offer.
For example, in the quote below, the user states a time-frame (nine
months), the end-result (transformed from novice to professional
developer) and how (learning with Treehouse).
Problem-solving, specific benefit-driven quotes help put your product’s copy
into attainable stories. Ask users how they transformed after using your
product and in what time-frame.
Don’t stop here. Go to the next tip for your third and final quote
😏
#8: Competitor Comparison Quote
▢ Great for all landing pages ▢
Your third quote should compare your offer to leading competitors,
explaining why it’s the obvious choice.
Simply saying you are better than the competition doesn’t mean much to
readers. When outside parties say it, it’s taken as a personal
recommendation.
Ask your customers: why did you choose us vs X, Y, Z competitors in the
market?
These quotes are powerful differentiators to include on your landing page.
Call to Action (CTA) Copywriting Formulas, Tips,
Frameworks.
#1: Get, Create, Do [outcome] without [pain-point]
▢ Great for all
landing pages ▢
Following the framework templates, this is one of my favorite CTA
copywriting formulas.
This simple yet impactful formula helps you distill the action users will take,
the outcome it will produce, and which specific pain-point will be alleviated.
An example: Create [great landing pages] without [hiring expensive
copywriters]
#2: “My” = Commitment
▢ Great for all landing pages ▢
Avoid generic calls to action that say “get started.” These are standard
practices. And standard landing pages convert at 2.35%. The best ones
convert at 11.45% and higher.
Use the word “my” instead of “your” or generic phrases.
“My” induces a feeling of commitment when reading it. The user has to take
action to claim what is there and awaiting them.
“Your” speaks broadly to an audience, but “my” makes readers feel your
offer is made just for them.
#3: V-V-U Formula
▢ Great for all landing pages ▢
V-V-U = Verb, Value, Urgency.
This repeatable formula can be used on any landing page, newsletter CTA,
or ecommerce product page.
Combining these three elements leads to a powerful formula that excites
and drives action:
Formula example:
Verb → get (exciting action verb)
Value → graded (what you will do for them)
Urgency → today (time, availability, items left)
#4: Risk-Minimizing Statements
▢ Great for all landing pages ▢
Landing pages all have one thing in common: they ask users to do
something costly.
They ask users to give up: money, time, effort.
These are all huge risks. Your job is to minimize that risk.
Surround your CTA with risk-minimizing statements. Examples:
- No credit card required
- Unlimited access for X days
- 30 second setup
#5: Click to Result Formula
▢ Great for immersive businesses ▢
Have you ever seen a “get started” CTA? Of course you have. Most people
use them. Most people get average results.
The problem? These CTAs tell a user nothing about their next step. What
actually happens when they click?
The click to result formula directly informs a user of where they will land
upon clicking.
Formula: where does your CTA take them? To a listing? Their analytics
dashboard?
Use that as your CTA.
#6: Reduce Hesitancy
▢ Great for SaaS ▢
Your CTA is a critical decision-making moment. One filled with hesitancy
and doubt.
Calm any fears or doubts by reducing hesitancy.
One of the best ways to do this is via showcasing people already using
your product:
Both visually and with text, reinforce that people and/or teams use your
product and love it.
#7: Avoid Friction Words
▢ Great for all businesses ▢
Friction words include phrases like: sign up, submit, create account, book a
call.
Each statement produces friction by creating perceived work for a user.
Asking someone to “create an account” is a commitment to spend time.
Asking someone to get inspired is a playful way of promising novelty, fun,
and enjoyment.
Seamlessly flow users into your offer without the notion of added time and
effort.
#8: Instant Gratification
▢ Great for SaaS ▢
Instant gratification is powerful. We want things immediately, quickly, and
efficiently.
So, give it to your potential customers. Explain clearly how they can get
access quickly and why it’s in their best interest to do so.
Formula: [See, Experience, Put, Install] [brand name] on [your site, your
phone, etc]
Add supporting text to your CTA explaining how easy it is to instantly see
the value of your product.
See what Driftbot looks like on your site right now. Zero coding required.
#9: Reinforce Target Market
▢ Great for any landing page ▢
CTAs are inherently risky for users to click on. It means commitment.
Commitment to something that might waste time or cost a fortune.
Reinforce your target market with text surrounding your CTA to ease any
potential doubts:
By reinforcing your target market, you communicate directly with the user,
not at them.
Speaking directly with your reader makes the offer feel personalized to
them, their wants, and their needs.
Example Landing Page Breakdown #1
In this section, I’ll walk you through examples of great landing pages and
explain how you can replicate the copy in each section to drive interest,
desire, and action that converts.
Let’s dive into example #1: Streamline.
Starting with the hero section, this is perhaps the best landing page hero on
the internet.
Here’s why:
Headline:
● Uses concrete number “100,000” instead of abstract phrases
● Explains exact product offering (icons, illustrations, emoji)
● Eliminates common objection
Social proof:
● Uses reassurance statement: trusted by world’s best makers and
teams
● Uses logos of those teams for instant recognition
Hero Image:
● Hero image is a showcase of their exact icons, illustrations, and
emojis for product reinforcement
Moving on to the body copy:
PAS - Problem, agitate, solution:
● In the body copy, Streamline uses one of the most effective landing
page formulas: PAS.
● Problem: Finding great illustrations
● Agitate: it’s hard to find an illustrator to do it
● Solution: We’ve created 13 sets and 23,000 illustrations for you!
Their social proof is well-chosen, each describing unique aspects of the
product’s value while also driving urgency through fear of missing out:
Value statements:
● In the chosen social proof, value is quickly stated in true benefits of
the product:
○ Time saved
○ Designs look better
○ Money invested was well spent
● Real customer + real photo = higher conversion rates
FOMO:
● Creating FOMO is difficult, but more possible when used in social
proof quotes.
● “The futura of icon sets” will evoke instant emotion from new landing
page visitors who will be itching to use them to stay ahead of the
curve.
Example Landing Page Breakdown #2
Let’s dive into example #2: RingCentral.
Starting with the hero section, this is a great example personalization,
pain-points, and message match.
Here’s why
Hero Breakdown:
● “Your” is a great way to speak with the reader
● “One platform” addresses the pain point of connecting and growing a
business with 50 different applications
● This is then reinforced by “Message. Video. Phone. Together” and the
message matched hero image
Moving to the body copy, they perfectly use the FAB (feature, advantage,
benefit) formula:
Body copy breakdown:
● RingCentral leads with a personalized headline to speak directly with
readers, not at them.
● They then utilize FAB to tie specific advantages and benefits to their
powerful suite of features
● This type of copywriting works great for feature-dense SaaS products
Example Landing Page Breakdown #3
Let’s dive into example #3: Hotjar
Starting with the hero section, Hotjar uses a variation of the Get X Without
Y formula.
In their subheader, they also use a slight variation on PAS (problem,
agitate, solution).
Hero Breakdown:
● Get X Without Y Formula: Understand how users are experience your
site WITHOUT drowning in numbers
● PAS:
○ P: Normal tools just help analyze traffic data
○ A: but numbers alone don’t tell you enough
○ S: Hotjar does!
In their body copy, Hotjar does a great job at calling out their target
audience for instant connection:
Hotjar also selects social proof with extreme intent, highlighting the benefits
of their product rather than the exact heat mapping technology:
How does your offer make the lives better of your customer, or your
customer’s customer? Use that as your copy.
Landing Page Buzzword Replacement Checklist
Use this checklist to scour your landing page for buzzwords that don’t add
value.
Replace jargon with impactful statements that don’t make readers roll their
eyes.
Simply “CTRL + F” your landing page for these phrases:
●
●
●
●
●
●
●
●
●
●
●
●
●
Innovative → describe what your product is changing
Breakthrough → describe new technology
Revolutionary → faster, better, cheaper than X competitor
Amazing → specific benefit
Utilize → Use
Leverage → Benefit from
Market-leader → tell how many customers you have
Best in class → show reviews that prove this. Don’t say it.
Industry-standard → Trusted by industry professionals
Fast delivery → 2-day shipping
Superior → Rated better by 9 out of 10 customers
High quality → built from titanium
Simple → Easy to use
● Unleash → Grow, improve
● Unlock → increase
●
●
●
●
●
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Beautiful → captivating
Optimized → Integrates with
Minutes → 3 minutes (specificity is more believable)
Uncompromising (quality) → describe how it’s built
Supercharge → improve or increase
Growing community → 500 users
Off to you now!
You’ve made it to the end of the landing page mastery guide, frameworks,
templates, and video explainers.
Now you’re armed with the tools needed to write a kick-ass landing page
that makes customers say “aha.”
Thank you for investing in this guide. I will be updating it regularly for you,
free of any future charge or price increase, so you’ll always be locked and
loaded with powerful tips that produce results.
Thank you for your support
Sincerely,
Jeremy
😊