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Brand, web & content

Why isn't my landing page converting visitors into signups?

Usually the headline is vague, the value isn't visualisable, or there's too much friction between landing and acting. Julian Shapiro's formula: conversion = desire minus (labour plus confusion), so cut confusion, show the product in action, and make one obvious next step. Test the page on someone outside your bubble.

Go deeper

2 resources, 2 link-checked.

📄 Article
✓ Link checked Free Intermediate

Julian Shapiro's deeply practical framework for landing pages, including the desire-minus-friction conversion model, a canonical growth resource.

How to build a landing page (Startup Handbook)

From julian.com by Julian Shapiro 25 min read

  • Purchase rate = desire minus (labour plus confusion)
  • The hero header must be fully descriptive; visitors have short consideration spans
  • Show the product in action and test copy on both outsiders and insiders
Open julian.com →
📄 Article
✓ Link checked Free Beginner

The single best free walkthrough of what belongs on a landing page, with a real 10-step structure and copy examples for every section.

The step-by-step guide to landing pages that convert

From Marketing Examples by Harry Dry 15 min read

  • Above the fold: title, subtitle, visual, social proof, CTA
  • Below the fold: features vs objections, proof, FAQ, second CTA, founder note
  • Clarity over cleverness, a caveman should grunt back what you offer
Open marketingexamples.com →

Terms in this answer

Landing Page

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