Write a high-conversion landing page: hero (one specific claim) → subhead (proof or specificity) → three feature sections (problem → outcome) → social proof → single CTA. No metaphors, no "transform", no "imagine a world where".
When to use
- B2B SaaS or B2C product landing page
- A "for X" subpage that needs its own hero (e.g., "Knack for marketing teams")
- Rewriting an existing page after a positioning shift
Skip if the user has no idea what the product DOES yet — copy can't fix positioning. Ask 1–2 clarifying questions first and stop.
Workflow
Get the one promise. Ask the user: "If a visitor remembers ONE thing from this page, what is it?" If they give you two, push back. The hero is one sentence; it can only carry one promise.
Hero: specific verb + specific reader. Wrong: "Empower your team to do more." Right: "Knack lets engineers hand the agent their actual workflow in 30 minutes." Specific verb (lets, ships, cuts, replaces). Specific reader (engineers, ops leads). Specific outcome (30 minutes, 10x fewer tickets).
Subhead: the load-bearing detail the hero couldn't fit. Often the unfair part — what makes this product different from the alternative the reader is already considering. Two sentences max.
Three feature sections, each problem-first. Each section is ~40 words:
- Heading (5 words, no verbs allowed — verb is implied)
- Problem the reader has TODAY (1 sentence, concrete)
- What the product does (1 sentence, mechanism not metaphor)
- The outcome (1 sentence, with a number if possible)
Social proof. A specific named customer, a specific outcome, a specific number. "Acme Corp cut onboarding time from 2 weeks to 3 days" beats "Trusted by industry leaders." If you don't have real numbers, use a quote from a named user. If you have neither, drop the social proof block — empty social proof is worse than none.
One CTA. One button, one verb, one destination. "Start free" or "Book a demo" — not both. The page either drives self-serve or sales; pick.
Output shape
HERO HEADLINE: <8–14 words>
SUBHEAD: <2 sentences>
— Feature 1 —
<5-word heading>
<problem | mechanism | outcome>
— Feature 2 —
<5-word heading>
<problem | mechanism | outcome>
— Feature 3 —
<5-word heading>
<problem | mechanism | outcome>
— Social proof —
"<specific quote with number>" — <named person>, <named company>
CTA: <verb-driven button text>
Definition of done
- Hero is one sentence, one promise, specific reader + verb + outcome
- Subhead earns its place (adds a load-bearing detail the hero couldn't)
- Three features, problem-first
- Social proof is specific (name + number) or omitted
- One CTA, one verb
Gotchas
No "empower," "unleash," "transform," "elevate," "robust," "innovative," "seamless," "cutting-edge." These pad word count without adding signal. If the user's existing copy has these, strip them in the rewrite.
The customer is not "the team." It's a specific role. "Marketing teams" beats "your team." "VPs of marketing at Series B SaaS companies" beats "marketing teams." The more specific, the more it lands with the right reader.
The "problem" beat is where most pages drown. Skip generic pain ("doing X is hard"). Lead with the specific pain the reader recognizes from yesterday's work. "You're copy-pasting between 3 tools" > "Workflow inefficiencies waste time."
One CTA is not a constraint — it's the whole point. If you can't pick between "Start free" and "Book a demo", that's a positioning problem leaking into copy. Surface it; don't paper over with two buttons.
Length math. A modern conversion-focused landing is 250–400 words above the fold; 600–900 total page copy. If your draft is 1500+ words, you're writing a blog post. Trim.
Don't write the FAQ here. That's a separate template. FAQs proliferate when the page itself isn't answering the load-bearing question — diagnose, don't add.