Step 1: Collect 50 real phrases in 15 minutes
You want your customers' words, unedited. Grab whatever you have from this list and paste it all into one text file.
- Reviews: G2, Capterra, Product Hunt, App Store. Especially the 4-star ones; they explain the tradeoff.
- Sales call transcripts: the first 10 minutes, where they describe the problem.
- Support tickets and chat logs: the "I'm trying to..." sentences.
- Onboarding survey or welcome email replies: "What made you sign up today?"
- Churn survey answers: what they wanted and didn't get.
- Tweets, Reddit threads and Slack communities where people mention you or your category.
Pre-launch? Use competitors' reviews. Search G2 or Reddit for the top two tools in your space and copy what their users love and hate. Their unhappy customers describe your opportunity better than you can.
Label each chunk with where it came from, like [G2 review] or [churn survey]. You don't need to clean anything else.
Step 2: Sort the phrases by job
Paste your file into Claude with this prompt. It turns a messy pile into a copy bank.
Below is raw customer language about my product (or my competitors' products). Each chunk is labeled with its source.
Build a voice-of-customer copy bank. Pull out short phrases (3 to 20 words) and sort them into these buckets:
1. BEFORE: how they describe life before the product (the pain, in their words)
2. TRIGGER: what made them start looking for a solution now
3. AFTER: the outcome they got, in their words
4. OBJECTION: doubts or fears they had before buying
5. ALTERNATIVES: what they used or compared us to
6. STANDOUT: any phrase so vivid it could be a headline as-is
Rules:
- Copy phrases EXACTLY. Never clean up grammar or paraphrase.
- After each phrase, note the source label.
- If the same idea shows up more than once, list it once and add (x3), (x5) etc.
- Sort each bucket by frequency, most common first.
Read the STANDOUT bucket first. There's usually one phrase in there that beats anything you've written.
Step 3: Rewrite the hero section
Now give Claude your current page and the copy bank together.
Here is my current landing page hero section:
HEADLINE: [paste]
SUBHEAD: [paste]
CTA BUTTON: [paste]
Using ONLY language from the copy bank above, write 3 alternative hero sections. Each one takes a different angle:
A. Lead with the BEFORE pain
B. Lead with the AFTER outcome
C. Lead with the STANDOUT phrase
For each version:
- Headline: max 10 words
- Subhead: max 25 words, names who it's for and what they get
- CTA button: max 4 words, describes what happens when they click
- Under it, list which copy bank phrases you used
Don't use these words: seamless, powerful, revolutionize, unlock, leverage, all-in-one, next-generation. If a version needs a word no customer used, flag it.
The banned-words line isn't decoration. Those are the words AI reaches for when it runs out of real material, and every visitor has learned to skim past them.
Step 4: Handle the top objection
Most hero sections stop at the promise. The strongest ones answer the biggest doubt right below the fold.
Take the most frequent phrase from the OBJECTION bucket. Write a short section that sits right under the hero:
- A heading that states the objection the way a customer would say it
- 2 sentences that answer it plainly
- One real customer quote from the AFTER bucket as proof
Max 60 words total.
If your top objection is price, this is where it goes. Not hidden on the pricing page.
Step 5: Pick a winner with the 5-second test
Don't pick your favorite. Pick the one strangers understand. Show each version to five people in your ICP for five seconds, then ask two questions: "What does this product do?" and "Who is it for?"
The version where most people get both right wins. You can do this in a DM, a founder Slack channel, or with a tool like Lyssna.
| Step | What you do | Time |
|---|
| 1. Collect | Paste 50+ customer phrases into one file | 15 min |
| 2. Sort | Run the copy bank prompt | 5 min |
| 3. Rewrite | Get 3 hero versions from customer words only | 10 min |
| 4. Objection | Draft the section under the hero | 5 min |
| 5. Test | 5-second test with 5 ICP people per version | 10 min |
Then ship it and watch one number for two weeks: the click rate on your hero CTA. That's the metric the hero actually controls.
Run it today
- Open your G2 page (or a competitor's) and your last 10 support tickets. Copy 50 phrases into a file.
- Run the copy bank prompt, then the hero rewrite prompt.
- Send the three versions to five customers and ask what the product does.
Your customers already wrote your landing page. You just have to copy it down.