There are countless ways to create a landing page.
And that's why it is so hard. If you pick the wrong structure, you will waste time and money. A disaster for Indie Entrepreneurs.
My landing pages are not masterpieces. But they sell.
And today, I will share my secret landing page formula. It will increase your Conversion Rate with storytelling and offer reinforcements.
It consists of 11 blocks:
- Hero Block
- Product Demo
- Problem Agitation
- High-level Solution
- Social Proof 1
- Product Features
- Social Proof 2
- Final Action
Hero Block 👑
You never get a second chance to make a good first impression.
This is why you need a killing Hero Block that will describe your offer and the product in 15 seconds. Otherwise, your users will just leave. They got more exciting things to do.
You only need to nail five elements to make a high-converting hero block.
Describe what value customers will get after using your product. Add emotion, bold claim, or handle the objections.
Don’t tell users what your product does. Instead, tell them what positive outcome they will get. Heading 1 is your positioning in one sentence.
You got users’ attention. Now it’s time to explain how your product will deliver the promised value.
Describe your product by highlighting unique features. Keep the description brief — 2 or 3 sentences.
Repeat your positioning in a slightly different way. This way, more users will understand your offer.
Show your product with images, gifs, and videos. People scan visuals faster than they read the text.
Focus on the most critical flow. Simplify design not to overwhelm users.
The stunning design is usually more important than 90% of the text on your landing page.
Users have doubts about your product.
Show them that you can be trusted. For example, embed the Product Hunt badge, the number of customers, or the average rating.
But don’t overwhelm users with info. Keep it short. You will have more social proof below.
This is the desired next step for users. It should be aligned with your Heading 1.
Don’t hesitate to include “free” in the button text if you have a free plan or trial. If your product is complicated, a CTA could lead to the next block on the landing page.
Pro-tip — “Book a demo” is often a poor CTA.
Product Demo 💍
If your product is complicated, you must ensure users get it. Otherwise, they will just feel lost and leave. Not what you want.
Record a 2-5 minute product video, insert a smooth GIF, share the part of the product, or embed an interactive demo. Your goal is to let people play with your product for free and decide if it is awesome enough to learn more.
40+ battle-tested points.
Problem Agitation 👹
If a user is well aware of the problem and understands why your product is awesome, they have already clicked on the CTA button in the Hero Block. Take a minute to enjoy a new sale.
But 95% of users don't even know why this problem is important. That's why you need to tell them about it. In this block, we will make users suffer a little bit, so they will care about your product more.
The process is simple. Describe the problem, highlight the negative consequences if this problem is ignored, and summarize the conclusion for users. This way, you and the users will be on the same page.
High-level Solution 🦄
Your users are sad right now. They know about the problem but have no idea how to solve it. This is your time to shine.
Describe your product and its value proposition. Same ideas as the Hero Block but in a different variation.
Sometimes this block can be presented as "How it works". Especially if the last step covers the benefits, your users are looking for.
Social Proof 1 ✨
Let's reinforce our problem-solution arc with social proof. So your users will see other people who solved their problems successfully with your product.
You will need juicy testimonials and case studies from your users. Here are 5 quicks tips to make this block more convincing:
- Add images of your customers
- Add links to their social media accounts
- Highlight key ideas in text testimonials
- Add subtitles to your video testimonials
- Limit yourself to 3-5 testimonials
Product Features 🧩
Now it's time to tell users more about how your product will deliver the promised value. Product features, get ready.
But here is the paradox. People don't buy features. But they want to understand what features you have. How to solve it?
Easy. Describe features through value. Instead of "We have feature X", write "Achieve Y with feature X that works like Z". Sell benefits, not the process.
To make this block pop add stunning visuals (ideally GIFs) and limit the number of features to 3-4 points. Moreover, your feature descriptions shouldn't be longer than 2-3 sentences.
Know exactly what is working and what should be improved.
You don't want to finish the story with feature descriptions. It's too boring and granular. In the end, people buy the transformation, not the features.
In this block, you will state one more time what your offer is and why it's valuable for users. Moreover, you will handle objections to make sure users have enough trust in your product.
Repeating your value proposition is the key to being heard.
Social Proof 2 🏆
You've made a bold statement in the previous block. Let's back it up with social proof.
We already leveraged user testimonials. Now, add reviews from opinion leaders, user statistics, product awards, and press mentions. Reinforce your offer from a different angle.
Remember — people trust people.
Finally, describe your paid plans and the benefits of using them.
Here are simple tips to make this block better
- Limit your pricing to 3 plans
- Add limited discounts or bonuses to nudge users for the desired action
- Highlight the most popular plan
- List 3-5 benefits of each plan
- Repeat your positioning in a slightly different way
- Handle objections (e.g., no credit card required for the free trial)
You have already answered a lot of questions about your product. But some users are still confused. Let's help them out.
List all tough questions that your users can have. Answer them shortly and concisely. Talk like a human.
Even if you answered the question on the landing page, repeat it here. Because your users don't read your copy as carefully as you do.
Final Action 🚀
Don't leave users without the final CTA Button. They scrolled all the way down for it. Make it dead simple to buy your product.
Pro-tip: repeat your positioning one more time. You can't be wrong about it.
Creating a high-converting landing page is a big challenge.
But it's getting easier when you follow the structure that tells a story and sells your product without "selling". If your landing page is not doing it right now, I have a solution for you.
Send me your landing page, and I will record a 20-minute roasting. You will get a holistic review to boost your conversion rate.
You deserve to get more paying customers from your landing page.