# 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 2: 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 3: 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 4: 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 1: Hero
- Headline (primary value prop)
- Subheadline (supporting detail)
- Primary CTA
- Hero image/video/demo
- Optional: Social proof badge ("Used by 10,000+ teams")

### Section 2: Problem/Pain
- Acknowledge the problem they face
- 3-4 pain points they recognize
- Optional: "Sound familiar?"

### Section 3: Solution Overview
- How your product solves it
- 3 key features/benefits
- Screenshot or demo

### Section 4: Social Proof
- Customer logos
- Testimonials with names/photos
- Key metrics ("Saved 10 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 7: 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
- 5-8 questions

### Section 10: 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 2: Before/After**
> "Before [PRODUCT], I spent [X hours] on [task]. Now it takes [Y minutes]."
>
> **Name**, Role at Company

**Format 3: 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"
- "1 million+ emails sent daily"
- "100+ 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?"**
→ "24/7 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):**
1. Headline
2. CTA copy
3. Hero image/video
4. Social proof placement

**Test second:**
5. Subheadline
6. Page length
7. Feature order
8. Pricing presentation

**Test last:**
9. Colors/fonts
10. Minor copy changes
11. Icon styles

---

## Conversion Rate Benchmarks

| Page Type | Good | Great | World-class |
|-----------|------|-------|-------------|
| Homepage | 2-3% | 4-5% | 8%+ |
| Landing page (paid) | 3-5% | 6-10% | 15%+ |
| Pricing page | 1-2% | 3-4% | 5%+ |
| Free trial signup | 10-15% | 20-30% | 40%+ |

*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: 3 steps with icons]         │
│                                             │
├─────────────────────────────────────────────┤
│                                             │
│  [3 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
