Landing Page Copy Formula

What this is: A fill-in-the-blank structure for a landing page that converts cold traffic. Built for vibe-coded products that have no brand awareness and need to earn attention from the first line.

How to use it: Work top to bottom. Write the hero last (it’s easier once you’ve written the rest). Each section has the formula, an example, and notes on common mistakes.

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The structure

Section Job Length
Hero Stop the scroll, earn the next section 1 headline + 1 subhead + 1 CTA
Problem Make them feel understood 3-5 sentences
How it works Remove confusion about what they’re getting 3 steps, one line each
What you get Translate features into outcomes 4-6 bullets
Social proof Make the claim believable 2-3 specific testimonials or stats
Pricing Remove the commitment anxiety 1-3 tiers + FAQ
Final CTA Catch the people who scrolled all the way 1 headline + 1 button

Section 01 — Hero

Job: The first thing a cold visitor sees. You have 5 seconds to make them decide to keep reading. This is not where you explain your product — it’s where you earn the right to explain your product.

Formula:

Headline: [The painful situation] → [The outcome you enable]
Subhead: [Who this is for] + [how it works] + [the key differentiator]
CTA: [Specific verb] + [what they get] — not "Get started" or "Sign up"

Examples:

Bad:

Headline: The AI-powered go-to-market platform for SaaS founders
Subhead: Use our suite of tools to validate your pricing, messaging, and audience before launch
CTA: Get started

Good:

Headline: You built the product. Now find out if your price, message, and audience are right — before you launch.
Subhead: Right Suite simulates how real buyers respond to every GTM decision. Pricing, copy, ICP, outreach — validated in minutes, not weeks.
CTA: Run your first simulation free

Checklist:

  • Does the headline reference a real situation the buyer is in?
  • Does it avoid words like “powerful,” “simple,” “seamless”?
  • Does the subhead name the specific outcome, not the feature?
  • Does the CTA say what happens next, not just “start”?

Section 02 — Problem

Job: Make them feel like you understand their situation better than they’ve articulated it themselves. No product yet. Just the problem.

Formula:

[The thing they're doing right now that isn't working].
[Why it isn't working — the root cause, not the symptom].
[The cost of continuing to do it that way — specific if possible].
[The thing they've tried that didn't solve it].
[The implication: there's a better way — set up the next section].

Example:

Most founders pick their price by looking at what competitors charge and splitting the difference.
That means your price is based on what other founders guessed — not what your buyers would actually pay.
A 1% improvement in pricing drives 12.7% more profit (Price Intelligently). Wrong pricing costs more than most founders realise.
You could run a survey. But surveys require a sample size you don't have yet, and they take weeks.
There's a faster way.

Common mistake: Describing the category problem instead of the specific founder’s problem. “Pricing is hard for SaaS founders” is the category problem. “You picked $49 because it felt right but you’ve never tested it” is the specific problem.

Section 03 — How It Works

Job: Remove uncertainty about what the product actually does. Three steps, no jargon. After reading this, the visitor should be able to explain your product to a friend.

Formula:

Step 1: [What they put in — the input]
Step 2: [What happens — keep it non-technical]
Step 3: [What they get out — the output]

Example:

1. Describe your offer — your product, price, and who you're selling to. Takes 3 minutes.
2. The simulation runs — your offer is tested against synthetic buyers modeled on your target segment.
3. Read your report — scores, objections, and specific recommendations. Ready in minutes.

Common mistake: “Our AI-powered platform uses machine learning to analyse your…” No. Say what it does, not how it does it.

Section 04 — What You Get

Job: Translate features into outcomes. Each bullet should answer “so what?” for the visitor.

Formula:

[Feature] — [the outcome it enables, in the buyer's language]

Example:

Bad:

- Price confidence score
- Persona analysis
- Competitive benchmarking
- Trial strategy recommendation

Good:

- Know if you're priced too high, too low, or in the optimal range — before you launch
- See how 12 different buyer types respond to your offer, including what objections they raise
- Understand how your price positions against what the market expects in your category
- Get a specific recommendation on free trial vs. freemium vs. paid pilot — with the reasoning

Common mistake: Nouns. “Dashboard,” “analytics,” “insights.” These are feature names, not outcomes. Every bullet should end in something the buyer actually wants.

Section 05 — Social Proof

Job: Make the claim believable. One specific testimonial with a name, company, and result beats ten vague “this is great!” quotes.

Formula:

"[Specific result they got] — [Name], [Title] at [Company]"

If you don’t have testimonials yet:

Use a benchmark stat instead:

"The average SaaS company spends 8 hours total on pricing. Total. Ever." — Price Intelligently

Or use a specific outcome from a beta user (with their permission):

"Found out my $49 price was 40% below what my target buyers expected to pay. Relaunched at $79. Same conversion rate." — Beta user, SaaS founder

Common mistake: “I love this tool! Very helpful.” This is worthless. What specifically did they love? What specifically was helpful? Push for the number.

Section 06 — Pricing

Job: Give the visitor enough information to decide, and address the top 3 objections before they have to ask.

Formula:

[Plan name] — $[PRICE]/mo
[One line: who this is for]
[3-5 specific things included]
[CTA]

Below the pricing table, answer:

  • Do I have to sign a contract? [No. Cancel anytime.]
  • What happens when my credits run out? [You can top up or upgrade at any time.]
  • Is there a free trial? [Yes / Here’s what it includes]
  • What if it doesn’t work for my product? [Refund policy, stated simply]

Common mistake: Not showing the price until they sign up. If you’re hiding the price, buyers assume it’s too high or you’re trying to get them on a sales call. Neither impression helps conversion.

Section 07 — Final CTA

Job: Catch the visitors who read everything and need one more nudge. Restate the value prop in a single line and give them a clear button.

Formula:

Headline: [What they'll know / have / feel after using it]
Subhead: [Remove the last objection — usually risk or time]
CTA: [Same specific verb as the hero CTA]

Example:

Headline: Know if your price is right before you spend on ads.
Subhead: First simulation takes 4 minutes. No credit card required.
CTA: Run my first simulation free

The copy hierarchy

Write sections in this order (not top-to-bottom):

  1. What you get (section 4) — clarifies what you’re actually selling
  2. How it works (section 3) — forces you to explain it simply
  3. Problem (section 2) — now you know what problem to name
  4. Pricing (section 6) — now you know what you’re justifying
  5. Social proof (section 5) — now you know what outcome to find a quote about
  6. Final CTA (section 7) — restate what you now know
  7. Hero (section 1) — write this last. It should compress everything above into 2 sentences.

For simulated buyer reactions with line-by-line conversion scores and copy rewrites, use RightMessaging.