[{"data":1,"prerenderedAt":249},["ShallowReactive",2],{"blog-\u002Fblog\u002Fhow-i-write-a-product-landing-page":3,"blog-surround-\u002Fblog\u002Fhow-i-write-a-product-landing-page":228,"blog-related-\u002Fblog\u002Fhow-i-write-a-product-landing-page":237},{"id":4,"title":5,"audience":6,"body":10,"cluster":196,"date":197,"description":198,"draft":199,"extension":200,"faq":201,"featured":199,"language":211,"meta":212,"navigation":213,"order":214,"path":215,"pillar":216,"primaryKeyword":217,"relatedProject":211,"reviewCycle":218,"searchIntent":219,"seo":220,"stem":221,"tags":222,"type":226,"updated":197,"__hash__":227},"blog\u002Fblog\u002Fhow-i-write-a-product-landing-page.md","How I Write a Product Landing Page",[7,8,9],"indie-founder","solo-developer","product-builder",{"type":11,"value":12,"toc":186},"minimark",[13,37,42,54,57,61,68,78,85,89,105,108,114,118,125,132,136,139,142,146,159,162,165],[14,15,16,20,21,26,27,31,32,36],"p",{},[17,18,19],"strong",{},"Most product landing pages open with a hero full of adjectives and a wall of features, and the one visitor who actually had the problem is already gone."," They came in carrying a specific friction, scanned the page for two seconds, saw \"the modern platform for effortless collaboration,\" and left — not because the product was wrong for them, but because nothing on the page named the thing they walked in with. I've written the pages for ",[22,23,25],"a",{"href":24},"\u002Fprojects\u002Fdelivery-sheet","Delivery Sheet"," and ",[22,28,30],{"href":29},"\u002Fprojects\u002Flistemizde","Listemizde"," myself, outcome-first, and the discipline is the same one I use everywhere: ",[22,33,35],{"href":34},"\u002Fblog\u002Fwhy-i-write-the-expected-output-before-the-screen","write the expected output before the screen",". A landing page is just the screen. The output is a reader who feels understood.",[38,39,41],"h2",{"id":40},"the-failure-is-writing-to-impress-the-founder","The failure is writing to impress the founder",[14,43,44,45,49,50,53],{},"Here's what I see over and over. A founder ships something real, sits down to write the page, and writes it ",[46,47,48],"em",{},"at themselves",". The hero brags. The subhead stacks superlatives. Then comes the feature list — twelve rows of what the product can do, each one true, none of them answering the question the reader actually has, which is: ",[46,51,52],{},"does this fix my problem?"," The page reads like a spec sheet with good typography. It's written to make the builder feel proud of what they built, not to make the reader feel seen.",[14,55,56],{},"And the reader isn't \"the market.\" It's one person. One person landed on the page with one problem, and the page never said the problem out loud, so they assumed it wasn't for them.",[38,58,60],{"id":59},"lead-with-the-problem-and-the-outcome-not-the-mechanism","Lead with the problem and the outcome, not the mechanism",[14,62,63,64,67],{},"The order that works is the same order that works for a feature: problem, then outcome, then mechanism. Say what changes for the reader ",[46,65,66],{},"before"," you say how.",[14,69,70,71,73,74,77],{},"For Delivery Sheet, the mechanism is a structured document and a review flow. Nobody wakes up wanting that. What they want is the outcome: turn a vague leadership ask into a clear, reviewable delivery decision ",[46,72,66],{}," you commit to it. So that's the first line — the changed state, the thing that's true when it works. The reader who has spent a week trying to pin down what \"just make it work by Friday\" actually means reads that and thinks, ",[46,75,76],{},"yes, that one."," Only then does the mechanism earn a look, because now it's the answer to a question they're already asking.",[14,79,80,81,84],{},"This is exactly ",[22,82,83],{"href":34},"why I write the expected output before the screen",". The screen is the mechanism. The output is what the reader gets. Lead with the mechanism and you're describing a road before you've said where it goes.",[38,86,88],{"id":87},"write-for-the-one-person-who-has-the-problem","Write for the one person who has the problem",[14,90,91,92,96,97,100,101,104],{},"The instinct is to widen the page so it speaks to everyone. It's the wrong instinct, and it's the same one that produces ",[22,93,95],{"href":94},"\u002Fblog\u002Fwhy-most-ai-built-apps-feel-like-demos","apps that feel like demos",": the drift toward the generic middle, where nothing is sharp enough to be wrong and nothing is sharp enough to be ",[46,98,99],{},"for you",". A page written for everyone is written for no one. The specific line — the one that names a friction so precisely that a stranger feels read — is the line that converts, and it converts ",[46,102,103],{},"because"," it excludes the people who don't have that problem.",[14,106,107],{},"Listemizde is a page for one kind of reader: someone who wants to find a local business they can actually trust and is tired of not knowing whether a top result paid to be there. So the page says the honest, narrow thing — trustworthy local businesses, no paid rankings — instead of \"discover amazing places near you.\" The narrow claim lands harder because it draws a line. Breadth is comfortable to write and it moves nobody.",[109,110,111],"pull-quote",{},[14,112,113],{},"The page that converts isn't the prettiest one. It's the one that makes the reader feel understood in the first line — and most product pages are written to impress the founder, not to help the reader.",[38,115,117],{"id":116},"honest-specificity-not-adjectives","Honest specificity, not adjectives",[14,119,120,121,124],{},"Superlatives are the tell. \"Powerful,\" \"seamless,\" \"effortless,\" \"best-in-class\" — these are what you write when you don't have a concrete claim, and readers discount them on sight the same way ",[22,122,123],{"href":94},"they can feel when an app is a demo",". Adjectives are a promise with nothing behind it. A specific, true claim is the opposite: it's checkable, so it's trusted.",[14,126,127,128,131],{},"So I say exactly what the thing does, and — this is the part most pages skip — exactly what it doesn't. Delivery Sheet's page names the specific thing it turns a vague ask ",[46,129,130],{},"into","; it doesn't promise to run your whole delivery org. Listemizde says no paid rankings, which is as much a statement of what it refuses to do as what it does. Naming the boundary is not weakness. It's the single most credible thing on the page, because it proves you're describing a real product with edges and not a demo that claims to do everything and therefore does nothing in particular.",[38,133,135],{"id":134},"one-clear-next-action-and-real-proof-only","One clear next action — and real proof only",[14,137,138],{},"A page with five calls to action has none. Every extra button is a decision you've handed to a reader who came for one thing. So: one primary action, placed so it's the obvious next step, and everything else demoted or cut. The reader who's convinced should never have to hunt for what to do.",[14,140,141],{},"Proof works the same way — real or absent, never faked. Honest evidence belongs near the action, because it carries a warm reader across the last step. If you don't have it yet, leave it off and let the specific, honest claim do the work. A manufactured testimonial or an invented number reads exactly like the hype you were trying to avoid, and it costs you the one thing the page was built to earn: trust. I'd rather ship a page with an honest status label and no fake proof than a polished page that lies quietly.",[38,143,145],{"id":144},"the-page-is-a-distribution-decision-not-a-design-decision","The page is a distribution decision, not a design decision",[14,147,148,149,153,154,158],{},"A landing page is where ",[22,150,152],{"href":151},"\u002Fblog\u002Fhow-i-think-about-distribution-as-a-solo-builder","distribution"," meets the reader — the moment a problem-aware person decides whether you understood them. That's why I treat it as writing before I treat it as design. The prettiest page in the world converts no one if the first line doesn't name a problem someone actually has; a plain page that nails the problem and the outcome brings ",[22,155,157],{"href":156},"\u002Fblog\u002Fhow-i-get-my-first-users","the first users"," in. Polish helps at the margin. The margin is not where pages are won.",[14,160,161],{},"So the test I run on every draft is one question: would the one person who has this problem, reading only the first line, feel understood? If yes, the rest of the page has a job and almost writes itself. If no, no amount of gradient or motion will save it. Write the page for that person, say the true thing plainly, give them one door — and stop writing pages to impress yourself.",[163,164],"hr",{},[14,166,167],{},[46,168,169,170,174,175,26,177,180,181,185],{},"Part of ",[22,171,173],{"href":172},"\u002Ftopics\u002Fbuilding-ai-products","Building AI Products",". See also ",[22,176,83],{"href":34},[22,178,179],{"href":156},"how I get my first users",". The ",[22,182,184],{"href":183},"\u002Fnewsletter","newsletter"," sends one practical build lesson every two weeks.",{"title":187,"searchDepth":188,"depth":188,"links":189},"",2,[190,191,192,193,194,195],{"id":40,"depth":188,"text":41},{"id":59,"depth":188,"text":60},{"id":87,"depth":188,"text":88},{"id":116,"depth":188,"text":117},{"id":134,"depth":188,"text":135},{"id":144,"depth":188,"text":145},"process","2026-07-25","A product landing page that converts names the visitor's problem and the outcome in the first line — not a hero of adjectives and features nobody reads.",false,"md",[202,205,208],{"question":203,"answer":204},"What should a product landing page say?","It should name the visitor's problem and the outcome first — what changes for them when the product works — before it explains how the product works. Most pages open with a hero full of adjectives and a list of features, and the one visitor who actually has the problem bounces because nothing on the page named it. Lead with the problem in the reader's own words, then the outcome, then the mechanism. A visitor who feels understood in the first line reads the second; a visitor who reads a wall of superlatives leaves.",{"question":206,"answer":207},"Should a landing page list features?","Features belong on the page, but not at the top and not as the pitch. A feature list answers a question the reader hasn't asked yet — how does it work — before you've told them why they should care, which is the outcome. Lead with the problem and the result, keep the claims concrete and true, and let features be the proof underneath, not the headline. A page that opens with a feature list is written to impress the founder; a page that opens with the reader's problem is written to help the reader.",{"question":209,"answer":210},"What is the one thing a landing page must do?","Make the one visitor who has the problem feel understood, then give them a single clear next action. Not five actions, not a menu of options — one. Everything else on the page serves that: the problem named honestly, the outcome stated plainly, real proof only where you have it, and one primary call to action. If the page tries to speak to everyone and offers five things to do next, it moves no one. Sharp and pointed beats broad and polished every time.",null,{},true,17.5,"\u002Fblog\u002Fhow-i-write-a-product-landing-page","building-ai-products","product landing page","annual","informational",{"title":5,"description":198},"blog\u002Fhow-i-write-a-product-landing-page",[216,223,224,225,152],"landing-page","copywriting","conversion","text","AKZAA7FV7ve1t6CAyv8e4CgSeCh0ng4eRCb9dMuZorI",[229,233],{"title":230,"path":231,"stem":232,"type":226,"language":211,"draft":199,"children":-1},"How I Use Analytics as a Solo Builder","\u002Fblog\u002Fhow-i-use-analytics-as-a-solo-builder","blog\u002Fhow-i-use-analytics-as-a-solo-builder",{"title":234,"path":235,"stem":236,"type":226,"language":211,"draft":199,"children":-1},"How to Achieve Global Cash Visibility","\u002Fblog\u002Fhow-to-achieve-global-cash-visibility","blog\u002Fhow-to-achieve-global-cash-visibility",[238,242,246],{"path":239,"title":240,"description":241},"\u002Fblog\u002Fmy-product-operating-system","My Product Operating System for Building Multiple AI Apps","The product operating system I use to build several focused AI products solo: choosing which problem to build, shipping fast, and killing what isn't working.",{"path":243,"title":244,"description":245},"\u002Fblog\u002Fhow-i-decide-whether-an-ai-product-idea-is-worth-building","How I Decide Whether an AI Product Idea Is Worth Building","How to decide what product to build: the short filter I run every idea through — real recurring problem, one-sentence outcome, small enough to ship solo.",{"path":34,"title":247,"description":248},"Why I Write the Expected Output Before the Screen","Define the outcome before design: I write the exact result the user should get before building any screen, because the screen is only the path to an outcome.",1784914210564]