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Write A Landing Page

Structure a landing page that converts — a headline naming the outcome, proof above the fold, and one obvious action — instead of listing features. Use when writing a landing page, a homepage, or a product launch page.

---
name: write-a-landing-page
category: business
description: >-
  Structure a landing page that converts — a headline naming the outcome, proof
  above the fold, and one obvious action — instead of listing features. Use when
  writing a landing page, a homepage, or a product launch page.
---

# Write a Landing Page

A visitor gives you a few seconds to answer three questions: **what is this, is
it for me, what do I do next.** Everything else on the page is optional. Most
landing pages answer none of the three above the fold and instead show a
gradient and the word "Platform".

## Above the fold

Four things, nothing else:

1. **Headline — the outcome, in their words.** Not what it is, what it does for
   them.
2. **Subhead — who it is for and how.** One sentence. This is where the
   mechanism goes.
3. **One primary action.** A button that starts the thing.
4. **One piece of proof.** Logos, a number, a quote — anything showing someone
   else already trusted this.

| Weak headline | Strong headline |
|---|---|
| "The modern platform for teams" | "Ship your changelog in 5 minutes, not 5 hours" |
| "AI-powered workflow automation" | "Stop copying data between your CRM and your invoices" |
| "Welcome to Acme" | "Know which customers are about to churn — before they do" |

The test: could a competitor paste your headline onto their site unchanged? If
yes, it says nothing.

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