Why Your Landing Page Matters

Your landing page is your digital storefront—it’s often the first thing potential customers see. But here’s the reality:

• If it doesn’t grab attention in 5 seconds, visitors leave.
• If it doesn’t show up on Google, you’re invisible.

The good news? You don’t need to be a marketing expert to create a landing page that converts visitors into users and ranks well on search engines.

In this guide, I’ll share a proven, step-by-step template to craft a landing page that drives sign-ups, demos, or sales—while getting you found on Google. I’ve studied landing pages from startups like Dropbox, Slack, Notion, and Zoom, and distilled their strategies into an easy process. Whether you’re new to marketing or a seasoned founder, you’ll learn how to create web copy that works. Plus, I’ll break down CRO (Conversion Rate Optimization) and SEO (Search Engine Optimization) for beginners, so you understand the why behind each step. Let’s get started!

What You’ll Need to Get Started

• Time: ~1-2 hours
• Tools:
  • Google Docs or any text editor
  • Keyword research tool (e.g., Google Keyword Planner, free)
  • Readability checker (e.g., Hemingway App, free)
• Output: A conversion-ready landing page copy draft

Pro Tip: Write like you’re talking to one customer. Avoid jargon—make it feel personal and effortless.

Step 1: Craft a Headline That Grabs Attention

Why It Matters

Your headline is your first impression. If it’s unclear, 50% of visitors will bounce within 5 seconds. For CRO, it needs to promise an emotional benefit (e.g., ease, success). For SEO, it can hint at a keyword naturally.

Quick Tip for Beginners

Short, punchy headlines (3-6 words) often convert best. Think Dropbox’s “Your stuff, anywhere.” Need more clarity? Go longer (8-12 words), like Notion’s “All-in-one workspace for your notes, docs, and projects.” Avoid vague hype like “Best Tool Ever!”—specificity wins.

How to Write It

• Keep it 3-6 words for emotional impact, or 8-12 words for clarity.
• Focus on the user’s win (e.g., “simplify,” “succeed”).
• Optionally include a primary keyword if it flows (e.g., “workspace”).
• Make it bold and human—no jargon.

Examples

• Dropbox: “Your stuff, anywhere”
  • CRO: Short, emotional (“anywhere”), implies freedom.
  • SEO: “Stuff” hints at file storage naturally.
• Notion: “All-in-one workspace for your notes, docs, and projects”
  • CRO: Clear outcome (all-in-one), user-focused.
  • SEO: “Workspace” and “notes” target keywords.

Action Steps

• What’s your customer’s biggest emotional win? (e.g., “feel organized,” “save time”): ____________________
• What’s your primary keyword? (optional, e.g., “file sharing”): ____________________
• Write your headline (3-12 words): Combine the emotional win with your product’s core value. Example: If your win is “feel organized” and keyword is “task management,” try “Organize tasks effortlessly.”
  • Your Headline: ____________________

Step 2: Add a Subheadline with Proof and Specificity

Why It Matters

The subheadline keeps visitors engaged by adding credibility and detail. For CRO, it builds trust (e.g., user numbers). For SEO, it’s a natural spot to add a primary keyword.

Quick Tip for Beginners

Proof points reduce skepticism—70% of users trust stats over claims. Slack’s “Used by 65,000+ teams” builds trust instantly. Zoom’s “Host meetings in seconds” adds urgency and specificity. Use numbers, claims, or outcomes to make it compelling.

How to Write It

• Highlight a proof point (e.g., users, “#1”) or a specific outcome (e.g., “in seconds”).
• Keep it 10-15 words, conversational, and benefit-driven.
• Include a primary keyword (e.g., “video calls”).
• Make it feel achievable and urgent.

Examples

• Slack: “Used by 65,000+ teams to collaborate seamlessly every day.”
  • CRO: “65,000+ teams” builds trust; “seamlessly” is the win.
  • SEO: “Collaborate” targets a keyword.
• Zoom: “Host meetings in seconds with the #1 video call platform.”
  • CRO: “In seconds” and “#1” add urgency and credibility.
  • SEO: “Video call platform” targets a keyword.

Action Steps

• What’s your primary keyword? (e.g., “project management tool”): ____________________
• What’s a proof point or specific outcome? (e.g., “Trusted by 5,000+ users” or “in 10 seconds”): ____________________
• Write your subheadline (10-15 words): Combine the proof point/outcome with a benefit, including your keyword. Example: If your proof is “5,000+ users” and keyword is “project management tool,” try “Join 5,000+ users who simplify project management daily.”
  • Your Subheadline: ____________________

Step 3: Create a Hero Section CTA That Drives Action

Why It Matters

The hero CTA (call-to-action) captures 20% of conversions above the fold (the top part of your page). For CRO, it must be low-risk and flexible. For SEO, button text can subtly reinforce keywords.

Quick Tip for Beginners

Multiple CTAs cater to user preferences, reducing friction. Dropbox used “Sign up for free” to lower barriers. Notion offers “Get started” and “Watch demo” for different intents. Always emphasize ease (e.g., “free,” “no card needed”).

How to Write It

• Use 1-2 CTA buttons with action-oriented text (4-6 words each).
• Offer low-friction actions (e.g., free signup, third-party login).
• Add 1-2 sentences addressing barriers (e.g., “no credit card”).
• Consider user preferences (e.g., Google login).

Examples

• Dropbox:
  • Button: “Sign up for free”
  • Text: “No credit card needed. Start in seconds.”
  • CRO: “Free” and “seconds” lower friction.
• Notion:
  • Buttons: “Get started” / “Watch demo”
  • Text: “Free to try, no commitment.”
  • CRO: Two options for different intents; “free” reduces hesitation.

Action Steps

• What’s the primary action you want users to take? (e.g., “sign up free”): ____________________
• What’s a secondary action for different intents? (optional, e.g., “watch demo”): ____________________
• What makes it easy or safe? (e.g., “no card needed,” “takes seconds”): ____________________
• Write your primary CTA button text (4-6 words): Make it action-oriented and benefit-focused. Example: If the action is “sign up free,” try “Start Free Now.”
  • Primary CTA Button: ____________________
• Write your secondary CTA button text (4-6 words, optional): Example: “See It in Action.”
  • Secondary CTA Button: ____________________
• Write your CTA supporting text (1-2 sentences): Address barriers and reinforce ease. Example: “No credit card needed. Start in seconds.”
  • CTA Text: ____________________

Step 4: Highlight Benefits to Show Versatility and Outcomes

Why It Matters

Visitors want solutions that fit their lives—versatility and integrations convert 25% better than feature lists. For SEO, it’s a chance to use related keywords naturally.

Quick Tip for Beginners

Notion appeals to “students to startups” and shows integrations (e.g., Google Drive). Slack emphasizes outcomes like “Work faster together.” Highlight who it’s for, how it connects, and what users gain to build confidence.

How to Write It

• Start with a headline showing broad appeal (e.g., “for all users”).
• Add a subsection on integrations (e.g., “Works with your tools”).
• List 2-3 outcomes (5-8 word headlines, 1-2 sentences each).
• Use related keywords (e.g., “team collaboration”) but prioritize clarity.

Examples

• Notion:
  • Headline: “Notion works for students, teams, and startups alike.”
  • Integrations: “Connect with Google Drive, Slack, and more.”
• Slack:
  • Outcome 1: “Work faster together”
    • Share updates and files in one place.
  • Outcome 2: “Stay in sync always”
    • Get notifications across all your devices.

Action Steps

• Who is your product for? (e.g., “freelancers to enterprises”): ____________________
• What’s a key integration? (e.g., “works with Slack”): ____________________
• What’s a related keyword? (e.g., “team collaboration”): ____________________
• Write your headline (10-15 words): Show broad appeal. Example: If it’s for “freelancers to enterprises,” try “Built for freelancers, powerful for enterprises.”
  • Headline: ____________________
• Write your integrations text (1-2 sentences): Highlight tools it connects with. Example: “Sync seamlessly with Google Drive and Slack.”
  • Integrations Text: ____________________
• Write Outcome 1 headline (5-8 words): Focus on a user win. Example: “Save hours daily.”
  • Outcome 1 Headline: ____________________
• Write Outcome 1 description (1-2 sentences): Explain the benefit, using your keyword. Example: “Save hours daily with seamless team collaboration tools.”
  • Outcome 1 Description: ____________________
• Write Outcome 2 headline (5-8 words): Example: “Stay ahead effortlessly.”
  • Outcome 2 Headline: ____________________
• Write Outcome 2 description (1-2 sentences): Example: “Get updates in real-time, wherever you are.”
  • Outcome 2 Description: ____________________

Step 5: Build Trust with Social Proof

Why It Matters

70% of users trust logos and stats over claims—this builds instant credibility. For SEO, stats can include keywords in context.

Quick Tip for Beginners

Dropbox used “Trusted by 500M+ users” to show scale. Zoom shares testimonials like “Zoom saved us during remote work.” – Tech Lead. Use logos/stats for scale, testimonials for relatability—pick what you have.

How to Write It

• Use client logos, a stat (e.g., “Trusted by 10,000+”), or 1-2 testimonials.
• Keep testimonials short (15-25 words), specific, and outcome-focused.
• Place near a secondary CTA to maintain momentum.

Examples

• Dropbox:
  • Stat: “Trusted by 500M+ users worldwide.”
  • Logos: Airbnb, NASA, Under Armour.
• Zoom:
  • Testimonial: “Zoom saved us during remote work.” – Tech Lead
  • Secondary CTA: “See more stories”

Action Steps

• What proof do you have? (e.g., logos, stat like “5,000+ users,” testimonial): ____________________
• Write your proof statement (1 sentence): Make it specific. Example: If stat, “Trusted by 5,000+ happy customers.” If testimonial, “This tool saved my team hours weekly.” – Jane, Founder
  • Proof Statement: ____________________
• Write your secondary CTA (4-6 words): Encourage further engagement. Example: “See More Success Stories.”
  • Secondary CTA: ____________________

Step 6: Showcase Features to Solve Pain Points

Why It Matters

A features section shows how your product delivers value, addressing specific pain points. For CRO, it builds confidence. For SEO, it’s a chance to use long-tail keywords.

Quick Tip for Beginners

Notion’s “Organize everything in one place” ties features to outcomes. Slack’s “Channels for every project” shows practical use. Focus on what it does and why it matters to the user.

How to Write It

• List 2-3 features as short headlines (5-8 words each).
• Follow each with 1-2 sentences explaining the user benefit.
• Include visuals or screenshots if possible.
• Use long-tail keywords (e.g., “secure file sharing”).

Examples

• Notion:
  • Feature 1: “Organize everything in one place”
    • Keep notes, tasks, and docs in a single hub.
  • Feature 2: “Collaborate in real-time”
    • Edit and comment with your team instantly.
• Slack:
  • Feature 1: “Channels for every project”
    • Keep conversations organized and accessible.

Action Steps

• What’s a long-tail keyword? (e.g., “secure file sharing”): ____________________
• What’s a key feature solving a pain point? (e.g., “organize tasks”): ____________________
• Write Feature 1 headline (5-8 words): Focus on the solution. Example: “Share files securely.”
  • Feature 1 Headline: ____________________
• Write Feature 1 description (1-2 sentences): Explain the benefit, using your keyword. Example: “Share files securely with end-to-end encryption for peace of mind.”
  • Feature 1 Description: ____________________
• Write Feature 2 headline (5-8 words): Example: “Track progress easily.”
  • Feature 2 Headline: ____________________
• Write Feature 2 description (1-2 sentences): Example: “Track progress easily with real-time updates for your team.”
  • Feature 2 Description: ____________________

Step 7: Show How Easy It Is to Get Started

Why It Matters

Showing the onboarding process reduces fear and boosts conversions by 15%. For SEO, it can include keywords about the user journey (e.g., “get started”).

Quick Tip for Beginners

Zoom’s “Get started in 3 steps” (e.g., “Sign up, invite, meet”) makes the process feel achievable. Make each step clear and actionable to build confidence.

How to Write It

• Use a headline framing ease (e.g., “Get started in 3 steps”).
• List 3 steps (3-5 words each) with 1-sentence descriptions.
• End with a CTA (e.g., “Start now”).

Example

• Zoom:
  • Headline: “Get started in 3 steps”
  • Step 1: “Sign up free”
    • Create your account in seconds.
  • Step 2: “Invite your team”
    • Send a quick link to join.
  • Step 3: “Start your meeting”
    • Connect with one click.
  • CTA: “Start free”

Action Steps

• What are 3 simple steps to get started? (e.g., “Sign up, connect, start”): ____________________
• Write your headline (5-8 words): Frame it as easy. Example: “Get Started in 3 Steps.”
  • Headline: ____________________
• Write Step 1 (3-5 words): Example: “Sign up free.”
  • Step 1: ____________________
• Write Step 1 description (1 sentence): Example: “Create your account in seconds.”
  • Step 1 Description: ____________________
• Write Step 2 (3-5 words): Example: “Connect your tools.”
  • Step 2: ____________________
• Write Step 2 description (1 sentence): Example: “Sync with your favorite apps.”
  • Step 2 Description: ____________________
• Write Step 3 (3-5 words): Example: “Start working.”
  • Step 3: ____________________
• Write Step 3 description (1 sentence): Example: “Get going with one click.”
  • Step 3 Description: ____________________
• Write your CTA button (4-6 words): Example: “Start Free Now.”
  • CTA Button: ____________________

Step 8: Seal the Deal with a Final CTA

Why It Matters

The final CTA catches 15% of conversions by addressing different intents (e.g., try free vs. demo). For SEO, it reinforces keywords one last time.

Quick Tip for Beginners

Dropbox’s “Get started for free” with a “Contact sales” option caters to varied audiences. Keep it urgent but not pushy, and address hesitations like cost or time.

How to Write It

• Use a bold headline restating the core benefit (5-8 words).
• Offer 1-2 CTA buttons (e.g., free signup, demo).
• Keep it urgent but not pushy (e.g., “for free”).
• Address hesitations (e.g., “takes seconds”).

Example

• Dropbox:
  • Headline: “Simplify your life today”
  • Buttons: “Get started for free” / “Contact sales”

Action Steps

• What’s your core benefit? (e.g., “simplify work”): ____________________
• Write your headline (5-8 words): Restate the benefit with urgency. Example: “Simplify Your Work Today.”
  • Headline: ____________________
• Write your primary CTA button (4-6 words): Example: “Get Started Free.”
  • Primary CTA Button: ____________________
• Write your secondary CTA button (4-6 words, optional): Example: “Talk to Sales.”
  • Secondary CTA Button: ____________________

SEO for Beginners: Get Found on Google

What is SEO?

SEO (Search Engine Optimization) helps your website rank higher on search engines like Google. When someone searches “project management tool,” good SEO ensures your page appears on the first page, driving more visitors (called “organic traffic”) to your site.

Why It Matters

• More Visitors: 75% of people don’t scroll past Google’s first page. Ranking higher gets you seen.
• Better Fit: SEO attracts people searching for what you offer (e.g., “best file sharing app”), so they’re more likely to convert.
• Long-Term Growth: Unlike ads, SEO brings free traffic over time if done right.

How to Apply SEO

• Pick Keywords: Use a free tool like Google Keyword Planner to find terms your audience searches.
  • Primary Keyword: The main term (e.g., “project management tool”). Aim for 100-1,000 searches/month with low competition.
  • Related/Long-Tail Keywords: Specific phrases (e.g., “secure project management for teams”). These are easier to rank for.
  • Example: Dropbox targets “file sharing” (primary) and “secure file sharing for teams” (long-tail).
• Use Keywords Naturally: Include them 2-4 times in your copy (e.g., subheadline, benefits) without overusing—Google penalizes “keyword stuffing.”
• Optimize Technical Bits: Meta titles and alt text tell Google what your page is about (see checklist).
• Focus on User Experience: Google ranks pages higher if users stay longer. Clear, engaging copy helps.

SEO Checklist

• Primary Keyword: Used in subheadline, benefits, and final CTA? [ ] Yes [ ] No
  • Tip: If your keyword is “project management tool,” include it in your subheadline (e.g., “Join 5,000+ users who simplify project management daily”).
• Related/Long-Tail Keywords: Used 2-4 times naturally (e.g., in features)? [ ] Yes [ ] No
  • Tip: If your long-tail is “secure project management,” use it in a feature description (e.g., “Enjoy secure project management with encryption”).
• Meta Title: 55-60 characters, includes primary keyword? (E.g., “Simplify Workflows Today | YourBrand”)
  • What’s This?: The blue clickable text in Google search results. It’s key for ranking.
  • Tip: If your keyword is “task management,” try “Easy Task Management | YourBrand.”
  • Your Meta Title: ____________________
• Meta Description: 150-160 characters, includes keyword and CTA? (E.g., “Simplify workflows with YourBrand. Start free today!”)
  • What’s This?: The snippet under the title in Google results. It influences clicks.
  • Tip: Example: “Simplify task management with YourBrand. Try free now!”
  • Your Meta Description: ____________________
• Alt Text for Images: Keyword-rich for 1-2 images? (E.g., “YourBrand task management UI”) [ ] Yes [ ] No
  • What’s This?: Text describing images for Google and screen readers.
  • Tip: For a screenshot, use alt text like “YourBrand task management dashboard.”
• Internal Links: Link to 1-2 related pages (e.g., pricing, features)? [ ] Yes [ ] No
  • What’s This?: Links to other pages on your site (e.g., “See our pricing”).
  • Tip: Add a link in your benefits section, like “Learn more about our features.”

CRO for Beginners: Turn Visitors into Customers

What is CRO?

CRO (Conversion Rate Optimization) increases the percentage of visitors who take a desired action, like signing up. If 100 people visit your page and 5 sign up, your conversion rate is 5%. CRO helps you get more of those 100 to act.

Why It Matters

• More Customers: A 5% rate means 5 customers from 100 visitors. Bump it to 10%, and you’ve doubled sign-ups without more traffic.
• Better ROI: For startups, every visitor counts. CRO ensures you’re not wasting traffic.
• Understand Users: CRO teaches you what your audience wants (e.g., simplicity, trust), so you can improve your product.

How to Apply CRO

• Make It Easy to Act: Use clear, low-risk CTAs (e.g., “Start Free” vs. “Buy Now”).
  • Example: Dropbox’s “Sign up for free” with “No credit card needed” drove millions of conversions.
• Build Trust Fast: Add proof like user stats or testimonials to show you’re legit.
  • Example: Zoom’s “Trusted by 500,000+ businesses” builds confidence.
• Reduce Choices: Too many options overwhelm users. Focus on 1-2 actions per section (e.g., “Sign up” or “Watch demo”).
• Test and Learn: Use free tools like Google Optimize to test variations (e.g., “Start Free” vs. “Try Now”).
• Think Mobile: 60%+ of traffic is on phones. Test your page on your phone to ensure it’s easy to use.

CRO Checklist

• Readability: Copy at Grade 6 level (Hemingway App)? [ ] Yes [ ] No
  • What’s This?: If your copy is too complex, users won’t read it. Grade 6 means it’s easy to understand.
  • Tip: Short sentences, simple words. Example: “Save time daily” (good) vs. “Optimize your diurnal efficiency” (bad).
• CTA Flexibility: 1-2 CTAs per section for different intents? [ ] Yes [ ] No
  • What’s This?: Offer options for eager and cautious users (e.g., “Start Free” and “Watch Demo”).
  • Tip: Notion’s “Get started” and “Watch demo” buttons cater to both.
• Trust Signals: Logos, stats, or testimonials included? [ ] Yes [ ] No
  • What’s This?: Proof others trust you (e.g., “5,000+ users”).
  • Tip: Even a small stat works (e.g., “Trusted by 50+ teams”).
• Mobile-Friendly: Short sentences, big buttons (test on phone)? [ ] Yes [ ] No
  • What’s This?: If your page looks messy on mobile, users will leave.
  • Tip: Can you tap the “Sign up” button easily on your phone?
• Frictionless: Free signup or third-party login offered? [ ] Yes [ ] No
  • What’s This?: “Friction” is anything that makes users hesitate (e.g., asking for a credit card).
  • Tip: Offer “Sign up with Google” or “Free to start,” like Dropbox.
• Onboarding Clarity: Steps to start included? [ ] Yes [ ] No
  • What’s This?: Showing how easy it is to start (e.g., “3 steps”) boosts sign-ups.
  • Tip: Zoom’s “Sign up, invite, meet” made starting feel simple.

Conclusion: Take Action and Track Results

You’ve got a proven template to create a landing page that converts and ranks—now it’s time to act. Follow these steps to get started:

• Step 1: Fill out the template, starting with your headline. Use the examples to guide you.
• Step 2: Do keyword research with Google Keyword Planner. Pick 1 primary and 2-3 related/long-tail keywords. Focus on intent (e.g., “easy project management” > “software”).
• Step 3: Publish your page, then A/B test one CTA (e.g., “Get Started Free” vs. “Watch Demo”) within 2 weeks using Google Optimize.
• Step 4: Track conversions (e.g., signup rate) and SEO rankings (Google Search Console) after 30 days. Tweak based on data.

A landing page isn’t a “set it and forget it” project—it’s a living tool. Test, learn, and improve as you go.

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p.s. if you don't want to do it yourself, we're here to help. Let us know what you're building.

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