<!-- SPDX-License-Identifier: MIT -->
<!-- SPDX-FileCopyrightText: 2025-2026 Marcus Quinn -->

# Chapter 14: Landing Page Teardowns

Actionable teardowns of real landing pages. Each examines what works, what fails, and specific fixes.

## Universal Improvement Patterns

Apply by default — individual teardowns only list improvements **unique** to that page.

| Pattern | Implementation | Typical Impact |
|---------|---------------|----------------|
| Outcome-focused headline | Specific measurable results ("Generate 3x more leads" not "Marketing software") | 15-25% lift |
| Social proof at conversion point | Testimonials/user counts/logos adjacent to CTAs, not buried below fold | 10-20% lift |
| Urgency/scarcity | Stock indicators, time-limited offers, registration counts — must be authentic | 5-15% lift |
| CTA hierarchy | One primary (prominent), one secondary (subtle). Never 3+ competing | 10-15% lift |
| Pricing transparency | Show pricing or range near CTAs. Hidden pricing = lost qualified leads | 5-10% lift |
| Video demonstration | 30-60s product/service demo above fold | 10-20% lift |
| Mobile-first design | Large tap targets, readable fonts, <2s load. 70%+ local traffic is mobile | 20-30% lift (mobile) |
| Comparison positioning | Side-by-side vs competitors or vs manual alternative | 10-15% lift |

---

## SaaS Teardowns

### #1: Slack — Free trial / contact sales

**+** Clear value prop, strong logo social proof (IBM, Intuit), multiple buyer paths, video demo without signup.
**-** "Your digital HQ" is vague. Feature-focused copy. No visible pricing. Too many CTAs.
- Show pricing near CTAs: "From $0 to $12.50/user/month"
- Rewrite as pain-point solutions: "Find any message or file instantly — no more digging through email"

### #2: Grammarly — Free account signup

**+** Free tier prominent, real-time visual demo, "Trusted by 30 million people", simple email-only signup.
**-** Premium vs Free value unclear. No specific outcomes quantified. No user testimonials on homepage.
- Feature comparison table (Free vs Premium vs Business) on homepage
- Experiential demo: "Try Grammarly now" with sample text box for instant value pre-signup
- Audience-specific headlines: "Write emails that get responses. Write essays that get A's."

### #3: Notion — Free account signup

**+** Sleek design, template showcase, free tier, beautiful UI screenshots, cross-platform.
**-** "All-in-one workspace" is vague. Too broad (notes, wiki, projects, databases). 50+ templates = paradox of choice.
- Audience-specific pages: `/for/students`, `/for/startups`, `/for/writers`
- Replace vague positioning: "Replace Evernote, Trello, Google Docs, and Confluence with one tool"
- Template categories (5 groups) instead of flat list of 50+

### #4: Zoom Webinar — Free trial / contact sales

**+** Clear product differentiation from Meetings, capacity highlighted (100K attendees), transparent pricing tiers.
**-** Generic headline. Feature-heavy, benefit-light. No customer success stories.
- ROI calculator: "Your typical webinar: [500] attendees x [20%] conversion = [100] leads. With engagement features: 30% = 150 leads (+50%)"
- Customer success: "How [Company] Generated 5,000 MQLs with Zoom Webinars"

### #5: HubSpot Marketing Hub — Free trial / demo

**+** Comprehensive features, integration ecosystem, free tier, strong brand logos, Academy/certification credibility.
**-** Overwhelming for first-time visitors. Feature-focused vs outcome-focused. Pricing opacity. "Grow better" is meaningless.
- Role-based pages: Marketing Directors (attribution, ROI), Content Marketers (blogging, SEO), Demand Gen (lead capture, nurturing)
- All-in cost calculator with common add-ons

---

## E-Commerce Teardowns

### #6: Glossier Boy Brow — Purchase

**+** Clean minimal design, high-quality multi-angle images, UGC photos, 4.3 stars from 10K+ reviews, excellent mobile UX.
**-** Limited product info above fold. No urgency indicators. Shipping cost hidden until checkout. No cross-sells.
- Shipping upfront: "Free shipping on orders $30+" below price
- Bundle upsell: "Complete the look: Boy Brow + Brow Flick $42 (save $5)"
- Move top 3 reviews with images above fold

### #7: Allbirds Wool Runners — Purchase

**+** Strong sustainability messaging, material innovation (merino wool), free returns, UGC photos.
**-** Comfort claim unsubstantiated. Reviews not prominent. No comparison vs Nike/Adidas. Shipping time unclear.
- Quantify comfort: "Rated 4.8/5 by 100,000+ customers. 97% say most comfortable shoe they own"
- Comparison table (Allbirds vs Traditional): sustainable materials, machine washable, odor-resistant
- Delivery estimate: "Order in next 2 hours for delivery by Tuesday"

### #8: Warby Parker — Home Try-On / purchase

**+** Home Try-On (5 frames free), Virtual Try-On (AR), "$95 including prescription lenses", "Buy a pair, give a pair" social mission.
**-** 100+ frames = paradox of choice. Home Try-On requires selecting 5 (high commitment). Prescription input confusing.
- Guided frame finder quiz: face shape + style + lifestyle -> 10 recommendations
- Simplify Home Try-On: "Start with 3, add more later" or pre-curated "Best sellers set"
- Prescription help: "Upload a photo of your current glasses, we'll read it for you"

### #9: Casper Mattress — Purchase

**+** 100-night trial + free returns, financing visible, multiple "Best mattress" awards, model comparison.
**-** Confusing product line (Original vs Wave vs Nova). $1,000+ sticker shock. Only compares own models.
- Mattress finder quiz: sleep position + firmness + budget -> specific recommendation
- Lead with monthly: "$45/month" large, "$1,095 or pay monthly" smaller
- Competitor comparison (Casper vs Tempur-Pedic vs Purple): price, trial period, warranty

### #10: Dollar Shave Club — Subscription signup

**+** Clear pricing ("$3/month"), starter set visual, retail savings comparison, "Cancel anytime".
**-** Pricing bait-and-switch feeling ($3/mo headline but starter is $5, then $9/mo). Complex customization = friction.
- Honest pricing: "Starter Set: $5 (one-time). Then $9/month for refills"
- Pre-configured bundles: Essential $9, Premium $15, Ultimate $22
- Visual unboxing video/carousel showing exact box contents

---

## Lead Generation Teardowns

### #11: Neil Patel SEO Analyzer — Email capture

**+** Free high-value tool (instant personalized report), simple form (URL + email), authority brand.
**-** Generic headline. Privacy concerns unaddressed. No report preview without submitting.
- Outcome headline: "Discover Exactly Why You're Not Ranking #1 on Google (Free 60-Second Analysis)"
- Privacy reassurance: "No spam, unsubscribe anytime. Used by 500,000+ marketers"
- "See example report" link with anonymized sample
- Exit-intent: "Wait! Get your free report + 10 SEO tips to rank higher"

### #12: HubSpot Website Grader — Lead capture

**+** Instant report, actionable recommendations, brand trust, shareable results, simple URL-only input.
**-** No email capture upfront. Report is surface-level. No competitor benchmarking.
- Gated depth: basic score free, "Enter email to unlock full 50-point report"
- Competitor benchmarking: "Enter a competitor URL to compare scores"
- Specific fixes: "Your mobile score is 64/100. Fix these 3 things to reach 90: [1] Compress images, [2] Enable caching, [3] Minify CSS"

### #13: Leadpages Templates — Trial signup

**+** Visual template previews, category filtering, conversion rates shown, 14-day trial, mobile previews.
**-** 200+ templates = paradox of choice. Conversion rate claims unverified. No style/aesthetic filters.
- Guided template finder quiz: goal -> 5 best templates
- Verified conversion badges: "Verified: 32% avg conversion rate (from 500+ users)"
- Default "Most popular this month" (10 templates), "Browse all 200+" as advanced option

### #14: ConvertKit Creators — Email tool signup

**+** Creator-focused positioning, real success stories, free tier, migration service, 14-day paid trial.
**-** "Creator" too generic. Pricing scales expensively. Limited differentiation vs Mailchimp.
- Niche pages: `/podcasters`, `/bloggers`, `/course-creators`, `/newsletters`
- Comparison: "ConvertKit vs Mailchimp — We're built for creators, not corporate marketers"
- Revenue calculator: "[5,000] subscribers x [2%] conversion x [$100] product = $10,000/mo. Improve to 4% = $20,000/mo"
- Pricing growth chart: 1K subs: Free -> 5K: $41/mo -> 10K: $66/mo

### #15: Calendly — Scheduler signup

**+** Instant value (create account, schedule immediately), visual demo, integration showcase, free tier.
**-** "Easy scheduling ahead" is generic. Feature-focused, not outcome-focused. Pricing tier differences unclear.
- Time-saved calculator: "[10] hours/month scheduling x 12 = 120 hours/year. Calendly saves 80% = 96 hours saved"
- Before/after: "Without Calendly: 8 emails, 2 days. With Calendly: 1 link, instant booking"
- Clear tier table: Basic (1 calendar, unlimited meetings) -> Essential (+reminders) -> Professional (+team scheduling)

---

## Local Business Teardowns

### #16: Local HVAC Company — Call / contact form

**+** Click-to-call prominent on mobile, service area map, Google/Yelp ratings, 24/7 emergency service, certifications.
**-** Generic stock photos. Wall of text. No pricing even ballpark. No online booking. 5+ second load.
- Real team photos: "Meet John, your lead technician — 15 years experience"
- Pricing transparency: "Typical AC repair: $150-$400. Free diagnostic with any repair"
- Online booking: "Book your appointment now — slots filling fast"
- Speed target: <2s (53% of mobile users abandon after 3s)
- Sticky [Call Now] button on mobile

### #17: Local Personal Injury Law Firm — Free consultation

**+** Free consultation, "No fee unless you win", case results ("$2.3M settlement"), attorney bios, 24/7 availability.
**-** Aggressive salesy design. Too many competing CTAs. Generic testimonials. No educational content.
- Educational content first: "What to do immediately after a car accident (Free Guide)"
- Specific testimonials: "Attorney Smith got me $150K after my car accident. I was offered $20K by insurance. — Jane D., Houston"
- Niche specialization: "Car Accident Lawyers — We've won $50M+ for Houston drivers"
- Detailed case studies: "How we turned a $30K offer into a $400K settlement"

### #18: Local Restaurant — Online ordering / reservation

**+** Visible menu, appetizing food photography, integrated ordering and reservation, review integration.
**-** PDF menu (unreadable on mobile). Delivery options unclear. Unoptimized images. No specials/offers.
- Responsive HTML menu with dietary filters (vegan, gluten-free)
- Direct ordering: "Order Direct (save 15%) or via DoorDash/Uber Eats"
- Daily specials popup: "Today: Half-price appetizers 4-6pm"
- Loyalty: "Every $100 spent = $10 credit"

---

## Info Product & Course Teardowns

### #19: Online Course ($497) — "SEO Mastery Course"

**+** Video sales letter, detailed curriculum, instructor credentials, student testimonials, 30-day guarantee, payment plan (3x$197).
**-** 10,000+ word sales page. Hype-heavy copy. No course preview. Unclear time commitment.
- Free 3-lesson preview: "See our teaching style before buying"
- Transparent expectations: "12h video + 8h exercises = 20h total. Complete in 4 weeks at 5h/week"
- Community: "Join 5,000+ students in our private Slack community"
- Value framing: "DIY SEO (200+ hours): $0. Hire Agency: $60K+/year. Our Course: $497 one-time, learn in 20 hours"

### #20: Membership Site ($25/month) — "Freelance Writers Den"

**+** Community focus, low monthly price, relatable founder story, member spotlights, resource library, cancel anytime.
**-** Monthly value unclear. No trial. Limited testimonials. Vague outcomes. No annual option.
- Value breakdown: "4 live coaching calls + 20 new templates + exclusive job board. Total value: $500+/month for $25"
- 7-day free trial: "Explore everything before you pay"
- Specific outcome: "Members increase income by avg $2,000/month within 6 months"
- Annual plan: "$250/year (save $50 — 2 months free)"

### #21: eBook ($47) — "The Ultimate Guide to Copywriting"

**+** Specific problem solved, proven author credentials, chapter breakdown, reader testimonials, money-back guarantee.
**-** No preview chapter. Low price raises quality doubts. No upsells. PDF only.
- Free Chapter 1 preview
- Price anchoring: "Copywriting course: $997. Hiring a copywriter: $5,000+. This book: $47 forever"
- Post-purchase upsell: "Add companion workbook for $19 (50% off)"
- Multiple formats: PDF + ePub + Audiobook for $67 vs $47 PDF-only

### #22: Coaching Service ($2,000/month) — Book discovery call

**+** Personalized approach, coach bio with results, client results ("$150K revenue increase in 6 months"), free discovery call.
**-** "Contact for pricing" is friction. "Entrepreneurs" too broad. Availability unclear. No video of coach.
- Transparent pricing: "Investment: $2,000/month, 3-month minimum"
- Niche down: "For 6-7 figure e-commerce founders looking to scale to 8 figures"
- Scarcity: "Currently accepting 2 new clients for Q1"
- 2-minute video introduction of coach explaining approach

### #23: Webinar Registration — "How to 10X Your Email List in 90 Days"

**+** Specific outcome + timeframe in title, bullet-point takeaways, speaker credentials, countdown timer, simple registration.
**-** Fake scarcity ("Only 100 spots" but never fills). Obviously a pitch for paid product. No social proof.
- Authentic social proof: "435 people already registered"
- Honest pitch disclaimer: "This free webinar includes an offer for our paid course (optional)"
- Replay option: "Can't make it live? Register anyway — replay within 24 hours"
- Past attendee testimonials: "Implemented one tip, got 500 new subscribers in a week!"

### #24: SaaS Free Trial — Project Management Tool

**+** 14-day trial, no credit card required, feature overview, customer logos, video demo, integration display.
**-** "Manage projects better" is undifferentiated. 50 features listed. No onboarding preview. No competitor comparison.
- Differentiated positioning: "The only PM tool built specifically for remote teams (not retrofitted from office-first)"
- Top 5 features only, link to "See all features"
- Onboarding preview: "After signup: import projects (5 min) -> create first board (2 min) -> invite team (1 min). Productive in under 10 minutes"
- Competitor comparison vs Asana, Trello, Monday highlighting remote-specific features

### #25: Fitness App — Download from App Store/Google Play

**+** Free download, app preview video, 4.8 stars from 50K reviews, before/after photos, no equipment needed.
**-** Subscription cost hidden ("Free" but requires $14.99/month). Generic testimonials. No trial period mentioned.
- Honest pricing: "Download Free — 7-day trial, then $14.99/month"
- Specific transformations: "Lost 30 lbs in 90 days following the 6-week shred program. No gym needed! — Mike T."
- Competitor comparison: This App ($14.99/mo, no equipment) vs Peloton ($44/mo, $1,500 bike) vs Apple Fitness+ ($9.99/mo, Apple Watch required)
- Influencer endorsement: "As seen on [Fitness YouTuber]'s channel — 2M views"
