Table of Contents
- Your landing page is missing something
- Why simplicity wins every time
- The 8-step formula for landing pages that convert
- 1. Hero section
- What makes hero section work:
- 2. Problem agitation
- What makes problem agitation work:
- 3. Customer’s transformation
- What makes customer transformation work:
- 4. More social proof
- What makes social proof work:
- 5. Highlight benefits
- What makes benefit section work:
- 6. Pricing
- What makes pricing section work:
- 7. FAQs
- What makes FAQs work:
- 8. End with a call-to-action
- What makes a great final CTA:
- 6 practical tips to make customers resonate more
- 1. Use before/after visual storytelling
- 2. Leverage video content
- 3. Add a “Why we built this” story section
- 4. Use real photos, not stock images
- 5. Mirror their language in headlines
- 6. Create a 'wall of love'
- Asking the right questions
- Real people build trust
- TL;DR
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Your landing page is missing something
If you've ever tried to create a landing page that not only stands out but also deeply resonates with your audience, you know how much of a challenge it can be.
So... how do you make something that’s not just pretty but also persuasive?
It’s all about getting real: real customer stories, real success, and real emotions. We’re talking about pages that feel human, not like a robot wrote the copy. No gimmicks, no fluff — just genuine, powerful social proof that your customers are your biggest cheerleaders.
In this article, I’ll break down the 8-step formula to make your landing page stand out. Trust me, it’s simpler (and more effective) than you think.
Let’s go!
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Why simplicity wins every time
Most landing pages feel like chaotic experiments gone wrong. They're loaded with animations, pop-ups, and too many CTAs, leaving visitors confused about where to click and what to do next.
Your brain processes around 11 million bits of information every second, but only about 50 make it to your conscious mind. The simpler your landing page, the better it sticks in your customer’s mind.
Simple pages work better because they:
- It removes confusion — every CTA is crystal clear.
- It creates room to breathe — the design lets the important stuff shine, without visual noise.
- It directs your focus where it matters most — right to the glowing customer stories and testimonials.
A clean, focused landing page doesn't just look better, it actually converts better.
The 8-step formula for landing pages that convert
In today's skeptical digital world, people don't want promises, they want proof. You see it, feel it, maybe even nod and think, “Hey, that’s me.”
Here's how to build a landing page that delivers exactly that.
1. Hero section
Your hero section is like your first hello on a website. Get it right, and visitors instantly know they’re in the right place. Get it wrong, and they’ll bounce before the page even finishes loading.
What makes hero section work:
- Visual that shows, not tells: Your product in action, solving a real problem. Not some abstract 3D shapes that look cool but mean nothing.
- Value proposition that speaks human: Skip the buzzwords and corporate jargon. If your grandmother wouldn't understand it, rewrite it.
- Social proof that builds instant credibility: "Join 10,000+ designers" carries more weight than "Sign up now!"
- One clear call-to-action: Decision fatigue is real. Give visitors one obvious next step, not a buffet of options.
Pro tip: Test your hero section with the "5-second test." Show it to someone for just 5 seconds, then ask what they remember. If they can't recall your value proposition, simplify further.
2. Problem agitation
This is where you hold up a mirror to your audience and say, “Hey, we see your struggle.” The goal is to show them you get it. When done right, this section makes people feel seen, not sold to.
What makes problem agitation work:
- Describe the ripple effect: Go beyond the surface. What does this problem cost them in time, money, or sanity?
- Be specific, not dramatic: “Spending 3 hours formatting a doc” is more powerful than “Feeling overwhelmed.”
- Lead with empathy: Start with a relatable pain point that your audience already feels in their gut.
Pro tip: Look at support emails, reviews, or social comments to capture how real people describe their problems in their own words.
3. Customer’s transformation
People don't buy products; they buy better versions of themselves. Show them who they'll become after using your product.
What makes customer transformation work:
- Focus on the outcome: Less stress, more time, better results. Sell the destination, not just the journey.
- Make it emotional: People buy on feelings and justify with logic. Tap into what they really want.
- Use before/after contrast: Help them visualize the shift from chaos to calm, confusion to clarity.
Pro tip: Use actual customer language from testimonials to describe the transformation. Their words will resonate more than your marketing copy ever could.
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4. More social proof
Nothing builds trust faster than seeing real people vouching for you. But generic testimonials are as effective as elevator music, present but ignored.
What makes social proof work:
- Relevant to the target audience: Testimonials from people your visitors can relate to
- Full identity: Photo, name, role and company (anonymous testimonials scream "fake")
- Specific results: "Increased conversion rates by 37% in 30 days" beats vague praise
- Raw and authentic: Slightly imperfect testimonials feel more genuine than polished marketing speak
Pro tip: Scatter proof across the page. Don’t just shove it into one testimonial wall. Let trust build naturally as visitors scroll.
5. Highlight benefits
This is your spotlight moment, but keep it humble. You're not just listing features. You're translating them into outcomes people actually care about.
What makes benefit section work:
- Jargon-free language: Nobody cares about “AI-powered synergy.” Tell them what it does for them.
- Customer-focused framing: “Save 5 hours a week” beats “Built-in automation workflows.”
- Use icons or visuals: Make it scannable and snackable.
Here's how to transform features into benefits:
Feature | Benefit |
Real-time collaboration | Get instant feedback so you never waste time on the wrong direction |
Cloud storage | Access your designs anywhere, even when your laptop dies mid-presentation |
Version history | The freedom to experiment boldly knowing you can always go back |
Pro tip: Try the “so what?” test. After every benefit, ask yourself: “So what? Why should they care?”
6. Pricing
This is the moment of truth. But it doesn’t have to be scary. Good pricing sections feel like offers, not bills.
What makes pricing section work:
- Value-focused bullet points: Each tier should clearly show what problems it solves
- Clear tiered options: Good, better, best (with one highlighted as recommended)
- No hidden costs: Surprise fees after signup create instant resentment
Pro tip: Add urgency through limited-time offers, bonus modules, or a risk-reversal guarantees to reduce hesitation.
7. FAQs
Every potential customer has objections. Address them before they become reasons to leave. A good FAQ section builds trust by clearing up final hesitations.
What makes FAQs work:
- Answer real questions: Not softballs you made up to make yourself look good
- Use natural language: Write questions the way customers actually ask them
- Address the uncomfortable topics: "What happens to my data if I cancel?"
- Include the refund policy: Make them generous to reduce perceived risk
Pro tip: Source FAQs from sales calls or DMs. If three or more people ask something, it belongs in your FAQ.
8. End with a call-to-action
By the end of your page, visitors are either convinced or leaving. Make sure convinced visitors know exactly what to do next.
What makes a great final CTA:
- Restate the primary benefit: Remind them why they scrolled this far
- Create action urgency: Not "Sign up" but "Start designing better products today"
- Remove last-minute friction: "No credit card required" or "Set up in under 5 minutes"
- Make it visually unmissable: Use contrasting colors, adequate size, and clear whitespace
Pro tip: Make your final CTA feel urgent by showing what people miss if they wait. Instead of saying “Only 3 spots left!” try something honest like “Start improving your designs today.”
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6 practical tips to make customers resonate more
Now that we've covered the essential structure, here are five actionable tactics to bring customer-centric magic to your landing page:
1. Use before/after visual storytelling
🎯 Goal: Show transformation, not just features.
Instead of describing what your product does, show what life looks like with and without it. People feel change more than they read it.
✅ How to do it:
- Use a side-by-side image, slider, or animated GIF.
- Make the “before” slightly exaggerated (but still real).
- Add a testimonial next to the “after” image for reinforcement.
- Use contrasting colors or visuals to highlight the transformation.
- Label clearly: “Before using [Product]” vs. “After switching to [Product]”.
Pro Tip: Pair the "after" image with an emotional customer quote describing how they felt after making the switch, not just what changed. Emotion sticks.
2. Leverage video content
🎯 Goal: Build emotional connection through voice and face.
Written testimonials are good. But hearing a real person talk about how your product helped them? That's powerful.
✅ How to do it:
- Ask 2–3 happy customers to record a 30–60s video.
- Give them simple prompts like:
- “What problem did this solve for you?”
- “How quickly did you see results?”
- “Why would you recommend it?”
- Feature your best clips near pricing or CTA buttons.
- Use engaging thumbnails with clear play buttons.
Pro Tip: Put your strongest video next to a conversion CTA—don’t bury it.
3. Add a “Why we built this” story section
🎯 Goal: Build emotional connection through founder vulnerability.
People don’t just buy products—they buy stories and missions. A creation story makes your brand relatable and human.
✅ How to do it:
- Write 2–3 paragraphs in a casual, founder-style voice.
- Start with a relatable pain point or story: “We were stuck using…”
- Describe the specific moment that sparked your idea.
- Show how it evolved into a real solution.
- Include a founder photo and signature for a personal touch.
Pro Tip: End the story with a sentence like: “That’s why we built [Product]. Hope it helps you, too.”
4. Use real photos, not stock images
🎯 Goal: Make your landing page feel authentic and trustworthy.
Stock images feel fake and generic. Real photos say, “These are real people, just like you.”
✅ How to do it:
- Audit your page for generic stock visuals.
- Replace them with customer-submitted photos or user-generated content.
- Run a photo submission campaign with small incentives (gift cards, product credits).
- Feature happy users using your product in natural settings.
- Add names or brief captions (with permission) for authenticity.
Pro Tip: Even smartphone-quality images outperform over-edited stock. Keep it real.
5. Mirror their language in headlines
🎯 Goal: Make visitors feel like you're speaking directly to them.
When your copy reflects how customers actually talk, it hits harder and faster.
✅ How to do it:
- Review customer feedback, support tickets, and testimonials for exact phrasing.
- Highlight recurring pain points, phrases, or metaphors customers use.
- Use those phrases in headlines and subheaders.
- A/B test customer language against marketing language.
- Avoid jargon unless your audience commonly uses it too.
Pro Tip: Try using direct customer quotes as headlines, they often convert better than anything a copywriter can create.
6. Create a 'wall of love'
🎯 Goal: Let your community speak louder than your copy.
Social proof in small doses works, but a dedicated showcase of customer love builds serious trust and FOMO.
✅ How to do it:
- Create a page or section titled “Wall of Love” or “Why People Love Us”
- Display customer quotes, tags, and short testimonials
- Add filters like “By use case” or “By industry” for easy browsing
- Update it monthly with fresh feedback
Pro Tip: Use tools like Senja to easily collect testimonials from different platforms.
Asking the right questions
Before you call it “done,” try this mini gut check. Each question below helps you spot what’s missing (or what’s not working) on your landing page.
✅ Do you link to the original sources for credibility?
✅ Do you highlight before/after stories or big wins?
✅ Does the page feel like a conversation or just a sales pitch?
✅ Did you treat social proof as a core asset, not just a checkbox?
✅ Does the voice match your brand (friendly, playful, expert, etc.)?
✅ Are your best testimonials next to relevant features for context?
✅ Is there at least one video where a happy user shares their screen?
✅ Do the quotes sound like real conversations or just polished fluff?
✅ Do you include specific numbers or results, not just “This tool is great”?
✅ Are the quotes diverse, covering different industries, roles, and use cases?
✅ Are you using real shoutouts (tweets, DMs, comments) instead of just blurbs?
✅ Are you giving customers the spotlight or just using their words as decoration?
✅ Have you made it easy for new fans to contribute (with a CTA or "add your love" button)?
Most importantly… Would you trust this page as a first-time visitor?
Real people build trust
Your customers aren’t just users, they’re your best storytellers. If your page lacks real faces, genuine wins, and authentic proof, you're missing both conversions and connections.
Now's the time to replace generic with specific, statistics with stories, and features with transformations. Because in today's skeptical, scroll-happy world, stock photos and marketing speak won't save you. Real people will.
Good luck, folks 🍀
TL;DR
8-step formula to build a landing page that resonates with customers:
- Hero section
- Problem agitation
- Customer’s transformation
- More social proof
- Highlight benefits
- Pricing
- FAQ
- End with call-to-action
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