High-Converting Landing Pages

How to make customers feel like you’ve read their minds. It's tempting to describe your product as “all-in-one” or “easy," (because it probably is!) But don’t. Those vague platitudes can leave prospects guessing. Plus, they sound like "marketing speak,” (Because they are!) Remember, high-converting headlines use customers' exact words and talk about their specific goals. 𝗧𝗵𝗲 𝗼𝗻𝗹𝘆 𝗵𝗲𝗮𝗱𝗹𝗶𝗻𝗲 𝗳𝗼𝗿𝗺𝘂𝗹𝗮 𝘆𝗼𝘂’𝗹𝗹 𝗲𝘃𝗲𝗿 𝗻𝗲𝗲𝗱 A good headline completes the sentence “Now you can…” with the exact thing your customer is hoping to do. 𝗕𝟮𝗖 𝗲𝘅𝗮𝗺𝗽𝗹𝗲𝘀: • Create photo books in 5 minutes (Popsa) • Find your calm. Sleep more, stress less, live better. (Calm) • Enjoy sex more (Ferly) 𝗕𝟮𝗕 𝗲𝘅𝗮𝗺𝗽𝗹𝗲𝘀: • Create a website you’re proud of (Wix) • Create custom landing pages without coding (Unbounce) • Find your big growth levers (That’s mine 😏) When someone sees your ad or visits your site, you have one second to convince them – so show prospects the exact thing they're hoping to do, using their exact words. But how do you find those words? 𝗛𝗼𝘄 𝘁𝗼 𝗳𝗶𝗻𝗱 𝘆𝗼𝘂𝗿 “𝗻𝗼𝘄 𝘆𝗼𝘂 𝗰𝗮𝗻." Arrange five-minute conversations with 10 recent signups. Simply ask them: • Can you tell me, in your own words, what did you buy from us? • What were you hoping that would enable you to do? • And why is that outcome so important to you? Record their answers and look for a pattern - is there a particular phrase you keep hearing? (If you hear more than one, fine to A/B test a few). 𝗧𝗵𝗲 𝗰𝗿𝗶𝘁𝗶𝗰𝗮𝗹 𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰𝗶𝘁𝘆 𝘁𝗲𝘀𝘁 This only works if it’s specific. Nobody ever wonders "How can I connect everything and achieve anything?" or "How can I step into the pension glow?" (Both real headlines!) Vague outcomes leave people guessing (and bouncing). To avoid this awful fate, look at your “now you can” and ask yourself “would somebody ask ChatGPT how to do that? E.g. ‘How do I step into the pension glow?’” If it sounds ridiculous… it is. 𝗪𝗵𝗮𝘁 𝗶𝗳 𝘆𝗼𝘂 𝗵𝗮𝘃𝗲 𝗺𝗼𝗿𝗲 𝘁𝗵𝗮𝗻 𝗼𝗻𝗲 𝗼𝘂𝘁𝗰𝗼𝗺𝗲? You may have different customer types with different outcomes. If so, here’s three possible approaches: 1. Find a thing they all agree on (e.g. “Find your Calm” works for insomniacs, worriers and competitive athletes). 2. Talk about the first or most painful part of a multi-step process (e.g. "launch your website without coding”) 3. Complain about the bad old way of doing things, e.g. “Say goodbye to [unpleasant manual task]" 𝗝𝗼𝗶𝗻 𝗺𝘆 𝗙𝗥𝗘𝗘 𝗵𝗲𝗮𝗱𝗹𝗶𝗻𝗲 𝘄𝗼𝗿𝗸𝘀𝗵𝗼𝗽 𝗻𝗲𝘅𝘁 𝘄𝗲𝗲𝗸 I'm running a live free headline-writing workshop on Maven. Learn more https://bit.ly/3P01d9L

4 out of 5 CRO agencies I've worked with usually relied on 'best practices' to increase conversion rate. These practices include: - Adding badges like 'few left', 'bestseller' - Making reviews more prominent - Creating urgency with timers - Adding key product USPs - Leveraging offers While these strategies do give results, many tend to overlook a critical aspect. Which is UX/UI design. That’s likely the least spoken topic at a CRO agency. Despite its significant potential to increase conversion rates. In this example, using Nourish You India's PDP, I've implemented UX/UI and other changes that can increase conversion rates. Below are the 8 changes I recommend a/b testing - 1. Move the product name above the product image along with reviews+price. That way, the space between the images and the add-to-cart CTA is reduced, increasing the chances of adding to cart. 2. The primary product image should highlight key USPs. This would help the user to quickly understand why to buy this product and why from you. 3. Consider adding product image thumbnails. If your product requires education then use the image slider to provide that. Most important in consumables, personal care industry, and tech. 4. Consider adding 3 quick bullet points or USPs about the product before the user goes to add to cart. This way, they are educated about the product before they consciously think about purchasing from you. 5. Motivate users to add more quantity, increasing the AOV. Do this by highlighting savings when they buy in bulk or highlighting the cost per item if they buy a bundle. 6. Optimize the area around the add-to-cart CTA. Highlight the estimated delivery time, free shipping threshold and return policy. 7. Highlight key USPs to differentiate your product and brand from the others. 8. Add accordions that the user can click on to read more. This way they can find the answers to their questions quickly. Other 2 CRO changes I did: 1. Added 'Few left' once the user selected the pack they want to buy. This creates urgency. 2. Re-iterated price near the pack selection so the user doesn't have to scroll back up to see the price. Success lies in attention to detail. Found this useful? Let me know in the comments! P.S. The learning curve for UX/UI design is quite different from that of CRO. Some great resources to explore are Baymard Institute and Nielsen Norman Group to get started. #conversionrateoptimization #uxdesign

A client came to us frustrated. They had thousands of website visitors per day, yet their sales were flat. No matter how much they spent on ads or SEO, the revenue just wasn’t growing. The problem? Traffic isn’t the goal - conversions are. After diving into their analytics, we found several hidden conversion killers: A complicated checkout process – Too many steps and unnecessary fields were causing visitors to abandon their carts. Lack of trust signals – Customer reviews missing on cart page, unclear shipping and return policies, and missing security badges made potential buyers hesitate. Slow site speeds – A few-second delay was enough to make mobile users bounce before even seeing a product page. Weak calls to action – Generic "Buy Now" buttons weren’t compelling enough to drive action. Instead of just driving more traffic, we optimized their Conversion Rate Optimization (CRO) strategy: ✔ Simplified the checkout process - fewer clicks, faster transactions. ✔ Improved customer testimonials and trust badges for credibility. ✔ Improved page load speeds, cutting bounce rates by 30%. ✔ Revamped CTAs with urgency and clear value propositions. The result? A 28% increase in sales - without spending a dollar more on traffic. More visitors don’t mean more revenue. Better user experience and conversion-focused strategies do. Does your ecommerce site have a traffic problem - or a conversion problem? #EcommerceGrowth #CRO #DigitalMarketing #ConversionOptimization #WebsiteOptimization #AbsoluteWeb

Why your click bait headlines are actually driving away your best customers? Crafting headlines that hook might be a recipe for disaster. When we focus too much on clickbait, we might be sacrificing substance for superficiality. 🤔 Reflect on this: 1️⃣ Are your headlines more focused on getting clicks than conveying value? 2️⃣ Do you prioritize sensationalism over authenticity? 3️⃣ What if, instead of hooking readers, you focused on resonating with them? 💡 Tips for marketers: 👉 Write headlines that reveal, not deceive: Clearly convey the content's purpose and value, avoiding misleading or exaggerated claims that might attract clicks but damage credibility. 👉 Transparency trumps trickery: Prioritize honesty and authenticity in headlines, eschewing clever wordplay or sensationalism that might attract short-term attention but ultimately erode trust. 👉 Focus on the benefits, not the bait: Emphasize the concrete advantages or insights readers will gain from your content, rather than relying on shallow enticements or clickbait tactics. 👉 Use headlines as a promise, not a gimmick: Craft headlines that accurately reflect the content's substance and value, ensuring that readers receive what they expect and building trust through consistent delivery. 👉 Deliver on the value you promise: Ensure that your content fully addresses the headline's promise, providing meaningful insights, practical advice, or engaging storytelling to satisfy readers' expectations. By prioritizing substance over sensationalism, you might just attract a loyal audience that will engage with your content on a deeper level. #contentmarketingatrategy #contentmarketingtips #thoughtleadership #thethoughtleaderway

Chasing MORE leads is often a waste of your time (and money): Let me show you why. 👉 For every $92 spent on generating leads, only $1 is spent converting them. 👉 The average website converts at just 2.35%, meaning 98 out of 100 visitors leave without buying. 👉 61% of marketers focus on traffic… but only 22% are happy with their conversion rates. 👉 Meanwhile, 74% of businesses that focus on conversion get better ROI than those chasing traffic. The numbers don’t lie—most businesses are pouring money into the wrong place. You can’t scale a leaky funnel. And yet, that’s exactly what most people try to do. Instead of fixing their messaging, systems, or follow-up, they spend more on ads and hope for the best. I call this lead addiction. It’s expensive, stressful, and it doesn’t work for long. The antidote? Review and rebuild your Minimum Viable Marketing System (MVMS): the simple foundation that keeps leads from slipping through the cracks. 1. Start with a simple strategy and numbers Set a revenue goal using this formula: Revenue goal ÷ average sale ÷ conversion rate = number of leads required. You’ll often find that doubling your conversion rate is cheaper than doubling your traffic. 2. Improve your messaging Run this 5-second test: If a stranger lands on your site, can they quickly tell what you do and who you help? If not, fix your message. Mirror your customer’s language, remove jargon, and be specific. 3. Streamline your tools Most businesses use too many platforms. Stick to one CRM, one email system, and one analytics setup. Too many tools add complexity, which kills conversion. (I use HubSpot and Google Analytics. 4. Build growth assets Only 3% of your visitors are ready to buy now. What about the other 97%? Capture their emails with a lead magnet like a discount offer, free consultation, audit, webinar, or white paper, you decide. Then follow up with real value before asking for a sale. It’s one of the fastest ways to increase conversion. You don’t grow a business by adding more traffic to a broken system. You grow it by fixing the system first, then scaling what works. If your marketing isn’t performing the way it should, this is likely the missing piece. 👉 Want to see how an MVMS works, and how to build your own? Click the link in the comments section. I share the system that’s transformed results for countless business owners, and it might be the one you’re missing, too.

I recently worked with a startup building an AI layer that helps managers understand their team’s work - summaries, risks, insights, forecasts, everything in one place. But the founder came to me with a problem every early-stage startup has: the landing page wasn’t converting. They had a long list of features, long paragraphs, technical explanations… everything was “important”, everything needed to be on the page. But the more I paid attention, the clearer it became: They weren’t confused about the product - they were confused about what users needed to see first to care. 👉🏼 Founders love features. 👉🏼 Users love clarity. So we stripped everything back to three simple questions: 1. Who is this landing page speaking to? 2. What do they need to understand in the first 5–7 seconds? 3. What convinces them to scroll, trust, and convert? Once we got those answers, the direction became obvious. They didn’t need 12 sections and a thesis. They needed three things: - A simple explanation of what the product does Not paragraphs. Not jargon. One clean sentence. - A clear before-and-after picture What managers struggle with today → How this product makes it easier. - A conversion moment that appears exactly where users get convinced Not at the very bottom. Not hidden inside text. Right where the decision is made.` The solution wasn’t to add more sections. It was to put the right message in the right place. This is something I’ve learned over and over again: The business will always have a picture in their minds, but not necessarily the best ways to execute it. And that’s exactly why we exist. Design isn’t just layouts and visuals. It’s sense-making. It’s translating a product’s value into something people instantly understand. It’s knowing what persuades, what confuses, and what actually converts. Sometimes the most valuable thing you deliver isn’t a pretty hero section. It’s clarity. That being said... I’ll see you in the future. #linkedin #uxdesign

Your landing page is your best (or worst) salesperson. So here's how to train them WELL: Think of your landing page like a salesperson. Because that’s exactly what it is. When someone visits your page, there’s no human there to explain things. Your layout, copy, and visuals do the talking for you. And just like a salesperson: - Some are amazing - And some talk themselves out of a deal A bad landing page: - Talks nonstop about features - Buries the real problem under buzzwords - Ends with a generic CTA that feels cold A good landing page feels completely different. "It listens first." - It starts by showing you understand the visitor’s pain - It builds trust with relevant proof - And it ends with one simple, confident next step Here’s how I design with that mindset 👇 1️⃣ Identify the problem clearly Start the page with empathy and make the visitor feel seen. I design the flow to highlight the real problem before showing the product. When people recognize their own pain in the first few seconds, they pay attention to everything that follows. 2️⃣ Offer a believable solution Show what’s possible, not just what’s “cool.” Every section has one job: move the visitor closer to clarity. Clean hierarchy, simple visuals, and focused spacing make the copy easier to believe, not just read. 3️⃣ Guide, don’t push Use a single, emotionally clear CTA. A good CTA isn’t just a button; it’s the next logical step in the story. When design and copy work like that... ✅ Together ✅ Empathetic ✅ Intentional Your landing page stops talking at people and starts selling for you.

I've designed over 300+ websites. Let me share my 2025 guide to high-converting web design. This is based on real-world results. First of all: - I don’t mind sharing this for free - Sharing this doesn’t damage my business - Knowledge like this helps everyone build online Above-the-Fold (The First Impression) Users decide in 3 seconds if they’ll stay or leave.  Your hero section should: ✅ Clearly state what you offer ✅ Show an action-driven CTA ✅ Be visually engaging, not just "pretty" Example: "Welcome to our website!" "Get high-converting landing pages designed to sell." Make it obvious.  No one has time to "figure out" what you do. Navigation (The Silent Salesman) Your navbar isn’t just for structure… …it’s for conversions. Keep it: 🔹 Minimal (5-6 key links max) 🔹 Clear (No jargon like "Solutions" say what it is) 🔹 Sticky (Users shouldn’t scroll back up to navigate) Bonus: Add a direct CTA in your navbar. "Contact" (Too generic) "Get a Free Quote" (Action-driven) Call to Action (The Money Button) A weak CTA kills conversions.  Your CTA must be: 🔹 Actionable (Use verbs) 🔹 Specific (What’s in it for them?) 🔹 Contrasting (Make it pop visually) "Learn More" (Vague) "Get Your Free Audit in 2 Minutes" (Compelling) 80% of websites I review bury their CTA…BIG mistake.  Make it visible, bold, and repeated multiple times. Speed & Performance (The Dealbreaker) Users hate waiting. A slow website loses 40% of visitors before they even see your content. Speed up by: ✅ Optimizing images (No 5MB hero images, please) ✅ Minimizing plugins (Every extra plugin slows you down) ✅ Using a fast hosting provider Speed = Conversions. Google ranks faster websites higher too. Mobile Responsiveness (The Non-Negotiable) 80%+ of the traffic comes from mobile.  Yet, so many websites still fail mobile UX. Test these 3 things: 1️⃣ Tap Targets – Are buttons big enough? 2️⃣ Text Size – Can users read without zooming? 3️⃣ Layout – Does everything stack properly? "Pinch-to-zoom" is a sign your site is failing mobile users.  Fix it. Trust Signals (The Convincer) Before buying, users ask: "Can I trust this?" ✅ Show testimonials (Not just a wall of logos, real words) ✅ Add security badges (Especially if selling something) ✅ Use case studies (Proof > Promises) A simple testimonial next to a CTA can increase conversions by 34%. Don’t hide them on some random page… …put them where users take action. Read this far?  Now you know exactly what to do… This guide is literally worth thousands of dollars.  So I really hope you appreciate it. P.S. Ask me anything about web design:)

We changed one button on a client’s website and watched acquisition costs drop by a third overnight. Same ads, same audience… just tracking what Meta ACTUALLY values instead of what everyone thinks it values. Here’s the exact framework: 1. Fix Your Funnel Mechanics Standard e-commerce flows create massive inefficiencies when they don't align with platform event schemas. Multi-page checkouts, delayed confirmation signals, and fragmented purchase paths all force algorithms to work harder to find your customers. 2. Implement Strategic Conversion Paths Single-page checkout flows increase "InitiateCheckout" events by 20%, giving Meta earlier signals that immediately improve auction performance. Email-capture modals treated as "Lead" events let you optimize for actions Meta can deliver at a fraction of "Purchase" event costs. Progressive form fields create additional data points that feed algorithms the optimization signals they crave. 3. Optimize for Predictive Events While everyone obsesses over "add-to-cart," events like "complete registration" often predict lifetime value more accurately and convert at substantially lower costs. The accounts we've restructured around these insights consistently see 30%+ CPA improvements within weeks. 4. Sequence Your Channels Strategically Start with Pinterest/YouTube for cold reach. Transition to Meta Lead/Form campaigns, optimizing toward micro-conversions. Finally, move to Meta Conversion campaigns using fresh "AddToCart" seed audiences. This sequence leverages each platform's attribution window to maximize incremental lift while preventing platform competition for conversion credit. The brands beating CAC benchmarks in competitive markets have simply restructured their funnel mechanics to align with how algorithms really value conversions. This approach requires zero additional spend; just a strategic reconfiguration of your customer journey.

Your web page headlines need to carry your core product message… Why? ❌ Because visitors don’t read your whole site. ⏩ They skim the headlines. Here is a simple exercise to test your web page headline messaging. ↳ And will help improve your website product messaging. Using FletchPMM’s Messaging Elements ⚫🔴🔵🟢🟤🟠🟣🟡🟢 1️⃣ Grab all the headlines of your page 2️⃣ Categorize each message using these questions to guide you: Product Category 🟣 ↳What is the product? Capabilities 🟠 ↳What does the product do for a user? Feature 🟢 ↳These are what powers the capabilities. Benefits 🔵 ↳What is the outcome of using the feature + capability? Use Case 🟤 ↳What is the persona trying to do with the product? Competitive Alternative ⚫️ ↳ What does the product replace? Problem 🔴 ↳What limitations does the user run into carrying out the use case the "old way"? Persona 🟢 ↳Who is the target audience? (team, champion) Company Type 🟡 ↳What business situation are these personas in?(industry, business model, size) 3️⃣ Assess the clarity If you only read these headlines, would you know: ↳ what these products do? ↳ who they are for? ↳ what specific value they provide? ______ If we look at the marketing landing pages for both Asana and Calendly... 👀 We start to see that one of them is much more effective. ↳ Calendly! Why? Primarily because they've led with clear capabilities. This sets an anchor point of what the product actually does — and makes it easier to see how a target user (marketing team) could get value from it. Asana, on the other hand, is mostly messaging on high-level benefits and features. This makes things a bit more fuzzy — I wouldn't be able to tell a friend or colleague anything about the product after reading these headlines. So, if you're a startup marketer working on your web page messaging, remember... 👉 You can't expect your prospect to read your entire site. 🔥 So your headlines need to carry your product message. ____ We've used this model with over 300 startups — and it continues to give us insights to improve positioning & core messaging. Give it a try, and let us know how it goes! #messaging #productmarketing #startups #marketing