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Landing Pages

A landing page exists to drive a single specific action from the visitor.

The Job to be Done​

A landing page exists to drive a single specific action from the visitor.

  • Purpose
  • Positioning
  • Conversion

Purpose​

  • Lead Capture Landing Pages: These pages are used to collect user information, like names and email addresses, to build an email marketing list. They often offer something of value, like an eBook or a webinar registration, in exchange for the user's information.
  • Sales Landing Pages: The goal of these pages is to sell a product or service directly. They often include detailed product descriptions, testimonials, and strong calls to action.
  • Click-Through Landing Pages: These are used to warm up potential customers before sending them further into the marketing funnel, such as an e-commerce shopping cart or registration page.
  • Splash Pages: These are introductory pages that users see before they get to the actual website. They might be used to promote a specific product or offer, or to ask users to choose a language or region.
  • Content Landing Pages: These are used to offer high-quality content, like blog posts, articles, or videos, in exchange for user information. The content is usually related to the product or service being promoted.
  • Viral Landing Pages: These pages are designed to be shared on social media. They might contain a game, a funny video, or a controversial piece of content.
  • Microsites: These are small websites, separate from a company's main website, dedicated to a specific product, service, or campaign.

The best type of landing page depends on your specific goals and the nature of your product or service.

  • Make a purchase
  • Sign up for a newsletter
  • Sign up for an event
  • Register for a webinar
  • Download an eBook

Positioning​

Who are your target audience? What makes them tick? What would drive them to take decisive action?

  • What are their needs and pain points?
  • How specifically will you help them?
  • What triggers the demand for your service?
  • Where will you reach them?

Collect user stories to identify triggers and prove demand for desired outcomes.

Conversion​

The conversion funnel and flow, steps a user through a journey until they are "converted" and take the primary desired action.

Each element of a landing page should be designed with the goal of triggering a specific action.

The headline, copy, images, form, and call-to-action should all work together to persuade the visitor to take the desired action. Any elements that don't contribute to this goal can be distractions that reduce the effectiveness of the page.

Landing pages need to be tested and optimized over time. This can involve changing the copy, adjusting the design, or experimenting with different calls-to-action. By tracking the performance of your landing pages and making continual improvements, you can increase their effectiveness and achieve better results from your marketing efforts.

Landing pages are not one-size-fits-all. Different campaigns and objectives might require different types of landing pages. It's important to match the type of landing page to your specific marketing goal and audience needs.

Question

What does progress look and feel like?

Context​

Workflow​

Substance, Style => Execute Strategy

  1. Open v0.dev (sign up for free)
  2. Copy and Paste the following prompt into the chat
  3. Enter instructions between the XML meta tags Enter your instructions
  4. Unless you have technical requirements, you can leave this section as is
  5. Use follow-up prompts to iterate on the design
  6. See a list of notable designers to consider for inspiration

Merge

  • Phase 1: Deep Research & Strategy: Use Prompts #1 and #2 to research best practices and generate your initial landing page structure
  • Phase 2: Content Generation & Optimization: Use Prompts #3, #4, #5, and #6 to refine copy, create visual guidelines, test variations, and implement templates
  • Phase 3: Visual Implementation: Use Prompts #7 and #8 to visualize, mockup, and build your complete landing page

Deep Research​

Create a comprehensive guide for landing page best practices tailored to your specific product and audience.

PROMPT:
I want you to take on the role of a senior UX strategist and conversion rate optimization expert who specializes in B2B SaaS landing pages. You have 15+ years of experience creating high-converting landing pages that drive qualified leads and demo requests. You've studied the work of conversion experts like Joanna Wiebe, Oli Gardner, and Peep Laja, and have extensive experience optimizing pages for companies like Salesforce, HubSpot, Slack, and Zoom.

OBJECTIVE:

Create a comprehensive guide for building a high-converting landing page for [PRODUCT NAME], a [BRIEF PRODUCT DESCRIPTION]. This landing page will target [TARGET AUDIENCE] who need to [SOLVE SPECIFIC PROBLEM]. The primary conversion goal is [PRIMARY CONVERSION GOAL e.g., "schedule a demo", "start a free trial"].

DELIVERABLE REQUIREMENTS:

Executive summary of the most crucial landing page principles
Detailed breakdown of each key section with specific guidance
Copywriting frameworks and formulas for each section
Visual hierarchy and design principles
Mobile-first and responsive design best practices
CTA optimization techniques
Social proof and credibility elements
Conversion-focused form design
A/B testing recommendations
Landing page wireframe template with annotated sections
STRUCTURE:

Executive Summary
Core Landing Page Principles for SaaS
Section-by-Section Breakdown
Hero Section
Problem/Agitation Section
Solution/Benefits Section
Social Proof Section
Feature/Benefit Section
Objection Handling
Final CTA Section
Copywriting Frameworks and Formulas
Visual Hierarchy and Design
Mobile Optimization
Conversion Rate Optimization
Landing Page Wireframe Template

IMPORTANT GUIDELINES:

- Focus on conversion psychology that drives qualified B2B leads
- Provide specific examples and templates, not just general advice
- Include tactical guidance that can be implemented immediately
- Cite specific best practices from conversion experts like Joanna Wiebe, Oli Gardner, and Peep Laja
- Make recommendations specific to our industry and target audience
- Incorporate the latest best practices from 2025, not outdated tactics

Please create a comprehensive, detailed guide that covers all these elements and serves as a complete reference for building a high-converting landing page. Include specific examples and templates where relevant.

Landing Page Generation​

PURPOSE: Transform your deep research into a structured landing page with complete copy and visual guidance.

PROMPT:

I've done extensive research on landing page best practices and created a comprehensive guide, which I'll share with you below. Using this research and the following strategy outline, please build the most effective possible landing page for [PRODUCT NAME].

[PASTE YOUR DEEP RESEARCH DOCUMENT HERE]

Strategy Context:

- Product: [BRIEF PRODUCT DESCRIPTION]

- Target Audience: [PRIMARY AUDIENCE]

- Primary Goal: [CONVERSION GOAL]

- Key Pain Points: [CUSTOMER PAIN POINTS]

- Primary Value Proposition: [CORE VALUE PROPOSITION]

- Key Differentiators: [WHAT MAKES YOUR PRODUCT UNIQUE]

Please create a complete, detailed landing page structure with:

All section headings and subheadings
Complete copy for each section (not placeholder text)
Clear descriptions of visual elements
CTA text and placement
Implementation notes for best practices
Focus on creating compelling, concise copy that drives action. Make it skimmable, benefit-focused, and emotionally resonant.

The landing page should follow this general structure:

Hero Section (Above the Fold)
Problem/Agitation Section
Solution/Benefits Section
Social Proof & Trust Section
Differentiation Section
FAQ Section (Addressing Potential Objections)
Final Call-to-Action (CTA) Section
Footer (Minimal)
For each section, provide detailed copy and visual guidance following the best practices from the research document.

Copy Optimization​

PURPOSE: Refine your landing page copy to make it more compelling, concise, and conversion-focused.

PROMPT:

The following is a landing page structure. Can you drastically improve the copy using these copywriting principles?

Make it more concise, punchy, and value-driven
Use the Problem-Agitation-Solution framework
Focus on specific benefits, not vague features
Create urgency and emotional resonance
Use short, powerful sentences
Cut unnecessary words and business jargon
Make CTAs clear, compelling, and action-oriented
Enhance the problem/agitation sections to create more urgency
Ensure all benefits are concrete, not abstract
[PASTE THE INITIAL LANDING PAGE STRUCTURE HERE]

Specifically:

Make headlines more compelling and benefit-driven
Cut unnecessary words and phrases
Add more emotional triggers
Strengthen CTAs to increase desire to click
Make all benefits concrete and specific, with numbers where possible

Visual Style Guide​

PURPOSE: Create a comprehensive visual style guide for your landing page.

PROMPT:
Please create a comprehensive visual style guide for [BRAND NAME]'s landing pages, based on best practices for B2B SaaS conversion. The guide should include:

Color palette with primary, secondary, and accent colors (with specific hex codes)
Typography recommendations for headings, subheadings, and body text
Button styles and hover states
Whitespace and spacing principles
Image and icon guidance
Mobile optimization principles
Layout and grid system
The visual style should convey [DESIRED BRAND ATTRIBUTES] while optimizing for conversion. Please provide specific guidance that could be implemented by a designer or in a no-code tool.

The style should prioritize:

Clean, minimalist design that focuses attention on key messages
Strong visual hierarchy that guides the user through the page
Ample whitespace to improve readability
Strategic use of color to highlight CTAs
Mobile-first approach to ensure responsive design
Consistent visual language throughout the page

AB Test Variations​

PURPOSE: Generate alternative versions of landing page sections to test different approaches.

PROMPT:

For the following landing page section, please create three variations to test different approaches:

[PASTE CURRENT LANDING PAGE SECTION]

For each variation:

Use a different copywriting framework
Test a different emotional appeal
Vary the length and depth
Change the primary benefit focus
Variation 1: Focus on fear of missing out (FOMO) and urgency Variation 2: Focus on specific results and social proof Variation 3: Focus on ease of implementation and quick wins

Please explain the strategic thinking behind each variation and what specific hypothesis it tests. Include complete copy for each variation.

Landing Page Structure​

PURPOSE: Use this detailed template as a starting point for high-converting landing pages (used in the MATG podcast episode).

PROMPT:

Landing Page Structure & Content Elements: (Designed for a clean, single-column flow, prioritizing mobile readability)

Hero Section (Above the Fold)
Headline: Clear, benefit-driven, addressing a core pain point. Use PAS (Problem-Agitate-Solution) opener.
Example: "Stop Drowning in Support Tickets. Start Scaling with Trusted AI Assistance, Seamlessly in HubSpot."
Alternative: "Deliver Instant, 24/7 B2B Support Without Burning Out Your Team. Meet [Product]."
Sub-headline/Short Paragraph: Briefly expands on the headline, clarifying the core value proposition. Use "you".
Example: "[Company's] [Product] uses your trusted knowledge base to provide instant, accurate answers 24/7. Reduce costs, delight customers, and free up your agents for complex issues – all within the platform you already use."
Key Benefit Bullets (Max 3 with Icons): Highlight top outcomes.
(Icon: Clock) Resolve ~60% of inquiries instantly, 24/7 [cite: 598 - showing outcome].
(Icon: Shield/Checkmark) Deliver accurate, cited answers from your content.
(Icon: Puzzle Piece/Logo) Activate seamlessly within your existing system – no code required.
Visual: Short (~15-30s) looping GIF or video thumbnail showing product in action. Ensure optimized for fast load times.
Primary Call-to-Action (CTA) Button: Prominent, contrasting color, clear value.
Example: "Request Your Personalized Demo"
Alternative: "See [Product] in Action" (Leads to Demo Request)
Subtle Trust Signal: Small text below CTA.
Example: "Join 1000+ B2B teams using [Product] to enhance support" or reference beta success if possible.
Problem/Agitation Section
Headline: Relatable pain point for the target audience.
Example: "Is Your Support Team Overwhelmed by Repetitive Questions?"
Body Copy: Briefly agitate the common pains – high volume, slow response times outside business hours, inconsistent answers, rising support costs, agent burnout, disconnected tools. Speak directly to their challenges. Keep paragraphs short.
Solution/Benefits Section ("How [Product] Transforms Your Support")
Intro: Introduce product as the specific solution to the pains mentioned above.
Feature-to-Benefit Blocks (Use Icons + Short Text): Explain how it solves problems and why it's valuable.
24/7 Automated Support: Feature: AI answers instantly. Benefit: "Improve CSAT with immediate responses, anytime. Scale support globally without adding headcount."
Quick Setup with Existing Content: Feature: Uses your KB/docs. Benefit: "Go live in minutes, not months. Leverage the knowledge you already have, no coding needed."
Trusted, Cited Answers: Feature: Answers from approved content with sources. Benefit: "Build customer trust with accurate, verifiable information. Ensure brand consistency in every interaction."
Seamless Handoff to Humans: Feature: Escalates complex issues. Benefit: "Ensure complex queries reach experts quickly with full context. Let AI handle the routine, humans the critical."
CRM Integration & Personalization: Feature: Native CRM connection. Benefit: "Deliver personalized support based on customer history. Unify all interactions in one platform for a complete customer view."
Analytics & Reporting: Feature: Performance insights. Benefit: "Continuously improve your support by understanding what customers ask and how [Product] performs."
Visual: A clean screenshot of the dashboard/analytics, or embed the explainer video here if not used in the hero.
Social Proof & Trust Section ("Trusted by Leading B2B Teams")
Customer Logos: Display logos of recognizable customers.
Featured Testimonial(s):
Quote from a relevant role (e.g., VP Customer Service, Support Manager).
Include name, title, company, and photo if possible (human element increases trust).
Focus on quantifiable results (e.g., "[Product] automated 55% of our tier-1 inquiries, freeing up agents by 10 hours/week.") or strong qualitative benefits.
Credibility Badges: Include any relevant awards, ratings, or security compliance badges (e.g., SOC 2, GDPR if applicable - crucial for enterprise trust).
Security Assurance: Short statement about data security and privacy.
Differentiation Section ("Why [Product]?")
Headline: "More Than Just a Chatbot: Fully Integrated AI Support"
Body: Briefly highlight key differentiators:
Native Integration: Emphasize it's part of a unified platform, not a bolted-on tool.
Ease of Use: Reiterate the no-code setup and simple management.
Trust & Transparency: Mention the cited answers again as a unique trust factor.
FAQ Section (Addressing Potential Objections)
Headline: "Have Questions? We've Got Answers."
Format: Use an accordion/expandable list to keep it clean.
Key Questions:
How quickly can I set up [Product]?
What content sources does [Product] use?
How does [Product] ensure answers are accurate and on-brand?
What happens if [Product] can't answer a question?
Is my customer data secure when using [Product]?
Does [Product] require technical expertise to manage?
Final Call-to-Action (CTA) Section
Reiteration of Value: Short, compelling summary statement.
Example: "Ready to elevate your B2B customer support with intelligent, integrated AI?"
Primary CTA Button: Repeat the main CTA from the hero section. Make it large and tappable.
Optional Secondary Link (Lower Friction):
Example: "Or Watch a 2-Minute Overview Video" (ensure video reinforces demo goal). Avoid unrelated offers.
Footer (Minimal)
Copyright information
Links to Privacy Policy & Terms of Service (essential trust elements).
Do NOT include the main website navigation menu.

Mockup Template​

PURPOSE: Generate a complete landing page mockup using Claude.

PROMPT: Using the following landing page structure and visual style guide, please create a complete landing page mockup:

[PASTE LANDING PAGE STRUCTURE]

Apply this visual style guide: [PASTE VISUAL STYLE GUIDE]

Please create a full, detailed mockup of the landing page that follows these guidelines exactly. For each section, include:

The visual layout description
All text content properly formatted
Descriptions of images, icons, or other visual elements
Button styles and placement
Spacing and hierarchy notes
The mockup should be comprehensive enough that a designer could implement it exactly as described.

Implementation​

PURPOSE: Generate a complete landing page in Lovable with your copy and visual style.

I'd like you to build a landing page based on the following structure and copy. Please apply a clean, modern design style that follows these principles:

Minimalist aesthetic with ample whitespace
Primary color: [HEX CODE]
Secondary color: [HEX CODE]
Accent color for CTAs: [HEX CODE]
Sans-serif typography for readability
Mobile-first responsive design
Clear visual hierarchy to guide the user journey
Here's the landing page structure:

[PASTE LANDING PAGE STRUCTURE HERE]

Please create this exact landing page, following the structure precisely while applying professional visual styling. The landing page should be conversion-focused with clear, prominent CTAs and easy-to-scan content sections.

See prompt engineering for more detailed instructions on best practices.

Review​

How well does the landing page design align with intended objectives?

  • Value Proposition: Explain value of the product/service upfront
  • Clear and Compelling Headline: The headline is often the first thing visitors see, so it should be clear, compelling, and communicate your unique selling proposition.
  • Single Strong Call to Action (CTA): The CTA should be clear and direct, telling visitors exactly what action you want them to take.
  • High-Quality Images: Use high-quality, relevant images to engage visitors and illustrate what you're offering.
  • Customer Testimonials: These can build trust and credibility.
  • Minimal Distractions: Remove anything that isn't essential to the goal of the page. This includes navigation menus, links to other parts of your website, and excessive information.
  • Mobile Optimization: Ensure your page looks good and functions well on mobile devices.
  • Fast Load Times: Slow load times can lead to high bounce rates.
  • Easy-to-Complete Forms: If you're collecting user information, make the form as easy to complete as possible.

See UX Design for more details on best practice design principles.

Failures​

Common mistakes to avoid when designing landing pages.

  • Too many competing calls-to-action which can reduce conversions
  • Unclear what the main action is for users to take