How to write a landing page that converts

You send people to a page from an ad, a message or a post, and they leave without signing up, booking or buying. To write a landing page that converts, you write one page for one buyer and one offer, in the words they already use, with one thing to do. Then you send enough of the right people to it, every day, to see where they stop.

Do these three things

About 4 hours to write and publish the page today, then about 3 hours a day. Judge the page after 300 visits from people who fit, not after a set number of days.

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1. 1Today: write one landing page for one buyer and one offer: a headline in their words that matches the ad or message they clicked, real proof, and one button.
2. 2Every day: send 100 people who fit to the page through your messages, posts and answers in communities, and watch 10 recordings of their visits in Microsoft Clarity.
3. 3Every Sunday: count actions per 100 visits for each source, using UTM tags. After 300 visits, change the one part where most people stop, and nothing else.

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1. Pick one buyer, one offer and one action for the page

A landing page that converts is written for one kind of buyer, arriving from one place, to do one thing. Write those down in four lines before you write a word of the page.

This is the difference between a landing page and your homepage. Your homepage speaks to everyone who types your name and has a menu that goes everywhere. A landing page has no menu and one offer. If you do not have a site yet, make the basic site first, then add landing pages to it.

Who arrives: [kind of buyer, from your ideal customer profile]
From where: [the ad, the email, the post or the search they came from]
What they were promised: [the exact words of that ad, email or post]
The one action: [start the trial / book a call / buy / ask for a quote]

The "who" comes from your ideal customer profile. The promise comes from your value proposition. If two kinds of buyer, or two ads with different promises, send people to the page, write two briefs and make two pages. A copy of the page with a new headline takes 20 minutes.

Pick the action by what you sell:

If you run a SaaS: the action is "Start free trial". Decide first whether it is a trial or a free plan with free trial vs freemium.

If you run a B2B company: the action is "Book a 20-minute call" or "Ask for a quote". Pick the call if every deal needs a discovery call anyway.

If you run a D2C store: your landing page for an ad is usually your best-selling product page, not your homepage, as in Meta ads for a Shopify store. The action is "Add to cart". Use every step below on that product page.

If you run an agency: the action is "Book a call", or "Get a free audit" if your buyers will not take a call from a stranger.

• Tool: a Google Doc.
• Time: 20 minutes.
• You will have: one page brief for each page you need.
• It worked if: someone who has never seen your business can read the brief and tell you who the page is for, where they came from, and which button they will press.
• Common mistake: one page with four buttons: "Start trial", "Book a demo", "See pricing" and "Join our newsletter". Each extra choice is a way to leave without doing the one you need.

2. Collect 20 phrases your buyers already use

Write down 20 exact phrases your buyers use about the problem, the result they want and what worries them. Your page will use their words, not yours.

Founders describe the product the way they built it. Buyers look for the problem and the result in their own words. Unbounce's 2024 study of over 41,000 landing pages found that pages written at a 5th to 7th grade reading level converted at 11.1%, about twice the rate of pages written in professional language. Your buyers' own words are already that plain.

Take the phrases from these places, in this order:

1. Your notes from customer interviews and sales calls.
2. Replies to your cold emails and messages.
3. Reviews of the tools or products your buyers use now. A competitor analysis tells you which ones. The 2- and 3-star reviews hold the worries.
4. Questions in the online places where your buyers talk.

Copy each phrase word for word into a sheet. Then paste the list into ChatGPT or Claude and ask it to sort each phrase into one of three columns: the problem, the result they want, what worries them. AI does the sorting in a minute. You check it, and you choose which phrases sound most like your buyer.

• Tool: Google Sheets, and ChatGPT or Claude to sort.
• Time: 1 hour.
• You will have: a sheet of 20 phrases in three columns.
• It worked if: each column has at least 5 phrases, and at least 5 came from people you spoke to or wrote to yourself.
• Common mistake: asking AI to "write landing page copy" before you have the phrases. It writes the same page as everyone else, and buyers notice. Founders on Hacker News in July 2026 called these pages "AI slop" and said they trust them less.

3. Write a headline that matches what they clicked

Your headline repeats the promise of the ad or message the visitor just clicked, in their words, and says what they get. Under it go one line on who it is for, one button, and one picture of the product or the result.

This is called message match. The visitor clicked a promise. If the page says something else, they think they are in the wrong place and leave. Google says the same for search ads: landing pages that rate well "have text that relates to a person's search terms". The ad creatives guide asks for the same thing from the ad side.

Give ChatGPT or Claude your page brief and your 20 phrases. Ask for 10 headlines that use the buyers' words and repeat the promise. Pick the 3 that sound most like your buyers. Then run a five-second test on each: show the page to 10 people who fit your buyer for 5 seconds, close it, and ask what it is, who it is for, and what the button does. Do it on a video call, or with Lyssna's free plan, which includes 15 responses from people you invite.

Headline: [the result they want, in their words, matching the ad or message]
One line under it: For [who it is for]. [How it works, in under 12 words.]
Button: [Verb + what they get: Start free trial / Get my quote / Book a 20-minute call]
Under the button: [what happens next, or what it costs: "No card needed" / "Reply within 1 day"]
Picture: [the product, or the result, not a stock photo]

Keep all of it in the first screen on a phone, above the fold, so nobody has to scroll to find the button.

If you run Google search ads: since September 2026, Google has been moving more Search campaigns into AI Max, and Dynamic Search Ads campaigns follow from February 2027. When AI Max is on, a setting called "Final URL expansion" is on by default, and it can send clicks to other pages on your site instead of the page you wrote. To keep every click on your landing page, go to Campaigns, then Settings, click the campaign, click AI Max, and under Asset optimization uncheck "Final URL expansion". Click Save. If you turn AI Max off for the whole campaign, as many first Google Ads tests for a SaaS do, Final URL expansion goes off with it.

• Tool: ChatGPT or Claude to draft, a video call or Lyssna (free) to test.
• Time: 1 hour 30 minutes.
• You will have: a first screen that is live, with one headline that passed the test.
• It worked if: at least 8 of 10 people can say what it is, who it is for and what the button does. If fewer than 8 can, try the next of your 3 headlines.
• Common mistake: a clever headline, or one that says something different from the ad. If the ad promises "[the result]" and the page opens with "Solutions for every industry", the visitor thinks they are on the wrong page and leaves.

4. Add proof, the steps and answers to their worries

Below the first screen, add three short parts: how it works, proof that it is real, and an answer to each worry. Then repeat the same button.

Use this order, top to bottom:

First screen: headline, one line, button (from step 3)


How it works, in 3 steps:

[What they do first]
[What happens next]
[What they get]



Proof: [only what is true, from the list below]


Your worries, answered:

[Worry 1 from your sheet]? [Answer in 1–2 lines]
[Worry 2]? [Answer]
[Worry 3]? [Answer]
[Worry 4]? [Answer]
[Worry 5: usually price]? [Answer, with the price or how it is worked out]



The same button as the first screen, with the same words.

Proof when you have no customers yet. Use only what is true. A screenshot or a 60-second video of the product working. A quote from a beta user or a pilot client, with their name and permission. A short line on who you are and why you built it. The number of things you have really made or shipped. A guarantee you will keep. Then collect testimonials from every new customer and add them. Once you have one good result, turn it into a case study.

Never invent a testimonial, a customer count, a star rating or a client logo. In the US, the FTC's rule on reviews and testimonials has been in force since 21 October 2024, and it covers testimonials on your own website. Buyers check, too: a founder on Hacker News in July 2026 wrote that a "Trusted by 10,000+ professionals" line on a site with no traffic made them trust it less, not more.

Price. Say it, or say how it is worked out. A visitor who cannot find the price often leaves to look for it. If you have a pricing page, use the same numbers.

Length. Short for a simple, cheap offer: the first screen, 3 steps, proof and the button. Longer for a big price or something buyers have not seen before: more worries, a demo video, a fuller "who it is for". Every part must answer a question from your sheet. If it answers nothing, cut it.

Remove the menu and the footer links except the legal ones (privacy, terms, contact). Every other link is a way off the page.

If you run a D2C store: keep your store menu on the product page. Shoppers use it. Put the reviews, the delivery time and the returns line right under the price instead. More in how to make a new store look trustworthy.

• Tool: the site builder you already use. If you have none, Carrd: free on a carrd.co address, or $19 a year for your own domain and forms.
• Time: 1 hour 30 minutes.
• You will have: the full page, live, with no menu and one button shown twice.
• It worked if: every worry in your sheet has an answer on the page, there is only one action, and you can show where every proof line came from.
• Common mistake: a page of features with no answers to worries. Visitors do not leave because they missed a feature. They leave because a worry went unanswered.

5. Make the button and form easy on a phone

Cut your form to the fewest fields you need for the next step, and write the button as what happens when they press it. Then fill the form yourself on your phone.

Most visits to a landing page come from phones: 83% in Unbounce's 2024 study. Ask only for what you need for the next step:

• SaaS: email only, or "Sign in with Google". Ask everything else inside the product, in your onboarding emails.
• B2B and agencies: name, work email and one question ("What do you need, and by when?"). Or put a booking page on the page with Calendly's free plan, which allows unlimited one-to-one meetings. Put the questions you need answered before the call on the booking form.
• D2C: the "Add to cart" button and a checkout people can finish in a minute. Turn on the express buttons your store offers, and show delivery costs before checkout, so you do not lose people at the cart.

Write the button as what they get: "Get my quote", "Start my free trial", "Book my 20-minute call". Never "Submit". After the form, send people to a thank-you page that says what happens next and when.

Then check speed. Open PageSpeed Insights, paste your page's address and look at the Mobile result. Google counts a page as good when its main content loads within 2.5 seconds (Largest Contentful Paint). If it is slower, shrink the big image first. More fixes are in how to improve website speed.

• Tool: your site builder's form, Tally (free, unlimited forms) or Calendly (free), and PageSpeed Insights (free).
• Time: 45 minutes.
• You will have: a short form, a button that says what happens, a thank-you page, and a speed score.
• It worked if: you can finish the action on your own phone in under 60 seconds, and Largest Contentful Paint on mobile is 2.5 seconds or less.
• Common mistake: asking for phone number, company size, budget and job title before a first call. Ask those on the call.

6. Send 100 people who fit to the page every day

A landing page converts nobody until the right people see it. Put the page in front of 100 people who fit your buyer every day, and watch 10 of their visits.

First, set up two free tools. Add Microsoft Clarity to the page: it records visits so you can watch where people scroll, click and stop. It is free with no traffic limits. Then tag every link you share with UTM parameters, so each visit shows where it came from. If you run ads, also set up conversion tracking for the one action.

Then reach 100 people who fit, every day:

• Messages. In your 100 personal messages a day, add the page link once, written out in full, or send it when someone replies. If you email more than about 50 strangers a day, send from a warmed second domain so your main email stays safe. On LinkedIn, send it to people you are already connected to, because LinkedIn limits connection invitations each week.
• Posts. 2 posts a day on each channel you use, each about one buyer problem, with the page link. On LinkedIn, put it in the founder posts you already write.
• Answers. 20 helpful answers a day across 5 places. Link the page only where the place's rules allow it and someone asked. On Reddit, read each subreddit's rules first.
• Your list. Send it to your email list or waitlist, once.
• Ads, later. Pay for clicks only after people who arrive for free take the action. Ads do not fix a page that does not sell, as how much to spend on ads explains. When you start, give the test enough for at least 100 clicks. On LinkedIn, see LinkedIn ads for B2B.

AI makes the volume possible. ChatGPT or Claude drafts each message from your template and one fact about the person, and drafts the posts from your 20 phrases. You add the true line about the person, and you write community answers in your own words. Each message takes about a minute.

[One buyer problem, in a phrase from your sheet.][What usually goes wrong, in 2 lines.][What to do instead, in 2–3 short steps that work without your product.]If you want [the result], [the one action, in the same words as your button]: [page link with UTM tags]

Every day, open Clarity, go to Recordings, and watch 10 visits. Write down where each person stopped: the headline, the price, a worry, the form. Clarity also marks "rage clicks" and "dead clicks", where people click something that does nothing.

• Tool: Microsoft Clarity (free), UTM tags, Gmail or LinkedIn, ChatGPT or Claude.
• Time: about 2 hours for messages, 30 minutes for posts and answers, 20 minutes for recordings. About 3 hours a day.
• You will have: about 300 visits within the first week or two, each with a known source, and notes on 10 visits a day.
• It worked if: 100 people who fit got the page today, and every visit in your numbers has a source.
• Common mistake: judging the page on 40 visits from friends. Friends click to be kind. They are not buyers.

7. Count actions per 100 visits every Sunday and change one thing

Every Sunday, count how many visitors took the action for each source, out of every 100 visits. After 300 visits, change the one part where most people stop, and leave the rest alone.

Actions per 100 visits is your conversion rate. For context, Unbounce's 2024 study found a median of 6.6% across all landing pages, and 3.8% for SaaS pages. Your own numbers at 300 visits will move a lot from week to week, so use them for the rule below and not for a comparison.

Week | Source | Visits | Actions | Actions per 100 visits | Where most people stopped (from recordings) | What I changed

After 300 visits from people who fit, use this rule:

• Under 2 actions per 100 visits: the headline, the offer or the people are wrong. Check the source first: if one source brings visits but no actions, stop sending that source. Then rewrite the first screen with the next headline from step 3.
• 2 to 5 per 100: fix the place where most people stopped in your recordings. Usually it is an unanswered worry, a hidden price or a long form.
• Over 5 per 100: keep the page, send more people, and once free visitors keep acting, start a small ad test.

Change one thing, then count the next 300 visits. If you change the headline and the form in the same week, you will not know which one worked. A proper A/B test, where half the visitors see each version, needs much more traffic than 300 visits. Until then, change one thing at a time.

If people act on the page but never buy or use the product, the page is promising something the product does not give. Read why no one is buying and talk to those people.

If you run a SaaS: count trials started and also trials that used the main feature. The second number is your activation rate. If trials start but nobody uses the product, fix the signup flow and onboarding before the page.

If you run a D2C store: count orders per 100 visits, and check where shoppers stop with traffic but no sales. If ad clicks do not buy, work through ads that get clicks but no sales.

If you run a B2B company or an agency: count calls booked or quotes asked for, then how many became real deals. Get more leads from a B2B website covers the rest of your site.

• Tool: Google Sheets, Clarity.
• Time: 30 minutes each Sunday.
• You will have: one row per source each week, and a log of every change with its before and after numbers.
• It worked if: every change in your log has a before and an after number, each on at least 300 visits.
• Common mistake: changing five things at once after one bad day. Once a month, look at all of it in your marketing review.

Your landing page checklist

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Work through this list with an AI assistant

It drafts the work and keeps track of what is done.

Do this with ChatGPT(opens in a new tab)Do this with Claude(opens in a new tab)

Step 1 · Pick one buyer, one offer and one action

• Write a four-line page brief for each page you need.

Step 2 · Collect 20 phrases your buyers already use

• Collect 20 exact buyer phrases and sort them into problem, result and worry.

Step 3 · Write a headline that matches what they clicked

• Write 10 headlines, pick 3, and run a five-second test with 10 people who fit.
• Turn off Final URL expansion if you run Google search ads with AI Max.

Step 4 · Add proof, the steps and answers to their worries

• Write the rest of the page in the template order and remove the menu.
• Check every proof line is true and remove any you cannot back up.

Step 5 · Make the button and form easy on a phone

• Cut the form to what the next step needs, rename the button and add a thank-you page.
• Check the page in PageSpeed Insights on mobile.

Step 6 · Send 100 people who fit to the page every day

• Install Microsoft Clarity and tag every link with UTM parameters.
• Every daySend 100 people who fit to the page through messages, posts and answers.
• Every dayWatch 10 recordings of visits and note where each person stopped.

Step 7 · Count actions per 100 visits and change one thing

• Every SundayFill in one row for each source in the Sunday sheet.
• After 300 visitsChange the one part where most people stop, using the rule.

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