AI can build a landing page. What you can safely leave to AI, however, stops at the draft copy and the code. Deciding who you are speaking to and what you want to say, then reviewing the numbers after launch and making fixes, is work for people, and it is what increases sign-ups. Understand this division and you can avoid wasted spending, whether you build the page yourself or hire an agency.
AI can build a landing page. But getting more sign-ups takes human judgement
Ask AI and you will have draft copy and a layout for your landing page within minutes. These days, anyone can produce a good-looking landing page without specialist knowledge.
Even so, “being able to build one” and “getting sign-ups” are two different things. A landing page is a single page designed to make someone who arrives from an ad or social media decide to sign up right there. People who come from ads do not know your company. The substance that convinces a stranger that your product is what they need is not something AI will find on its own.
What AI is good at is the work that begins once the material is in place. By material we mean the answers to three questions: who are you selling to, what problem do they have, and what makes you stronger than the competition. Those three answers live in the head of the person selling the product and out in the field.
Break landing page production into six steps and the division of work becomes clear
A landing page is built through the following six steps.
- Decide who the landing page is for
- Gather the words those people use and the things they want to know
- Decide the angle you will lead with
- Write the copy and create the design
- Turn it into code and publish it
- Review the numbers after launch and make fixes
Of these, AI is especially powerful in steps 4 and 5. Draft copy, candidate headlines, design ideas, HTML and CSS: AI can produce several versions of each in a short time.
Steps 1, 2, 3 and 6, by contrast, are driven by human judgement. Skip those and hand only steps 4 and 5 to AI, and you end up with a landing page that looks tidy but speaks to nobody.
Here is a rough guide to the division of work.
| Step | How good AI is at it | The part people own |
|---|---|---|
| 1 Deciding who it is for | Low | Deciding who you want to sell to |
| 2 Gathering words and questions | Moderate | Supplying the questions people actually ask in enquiries |
| 3 Deciding the angle | Moderate | The final call on which strength to lead with |
| 4 Copy and design | High | Checking the facts and removing overstatement |
| 5 Coding and publishing | High | Checking how the page displays and that the form works |
| 6 Reviewing the numbers and making fixes | Moderate | Interpreting what the numbers mean and deciding what to fix first |
Steps 1 to 3 are about gathering material and choosing your angle
Ask AI to “write a landing page for our product” and you will get safe, generic copy that could apply to almost anything. That is because AI does not know the facts your company holds.
Gather your material in this order.
- Picture one buyer and write down their age, their role and the situations where they are struggling
- Collect around ten phrases and questions that person has actually used in enquiries or sales conversations
- Narrow down to three points where you are stronger than the competition
- Create two or three combinations of a “problem” and a “strength”, call each one an angle, and compare them
- Choose the single angle most likely to get a response
Item 2, the words people actually used, makes the biggest difference. The words people type into a search box and write in an enquiry email are not the same as the jargon a company uses. A landing page that closes that gap makes readers feel it was written about them.
AI can help by organising the words you have collected and suggesting candidate angles. Which angle you go with is for the person doing the selling to decide.
Steps 4 and 5 are where AI shines. But a human has to check the work
Once the angle is set, use AI to create the copy and the design. Here is how.
- Hand over the angle you chose, your readers' own words, and your strengths and supporting facts, all together
- Ask for several headline and lead options in different styles
- Based on the option you like, have it draft an outline for the whole landing page
- Have it write the body copy to that outline, then correct anything that is factually wrong
- Have it produce the design and code, and check how the page displays on both smartphones and desktops
Fact-checking matters most of all. AI can invent plausible-sounding performance figures, awards and customer testimonials. Cross-check every number and proper noun on the landing page against your own records. Publishing results you never achieved does not just cost you trust; it can also breach advertising and labelling regulations.
The same goes for checking the code. Even when the page looks fine, the sign-up form may not actually submit, or the button may be hard to tap on a smartphone. Before you publish, go through the sign-up process yourself from start to finish.
Step 6, fixing the page after launch, is what decides the results
The moment you publish, a landing page is still only a hypothesis. Whether the headline is right and whether the button is in a good place cannot be known until you see how people respond.
There is a set order for looking at the numbers.
- Of the people who clicked the ad, see how many reached the bottom of the landing page
- Of those who reached the bottom, see how many pressed the sign-up button
- Of those who pressed it, see how many submitted the form all the way through
The point where numbers drop off sharply is the first place to fix. A drop at the entrance means the headline and lead; a drop in the middle means the order of your content; a drop at the end means the number of fields in your form.
Show AI a table of your numbers and it will suggest fixes. Whether to act on those suggestions, though, is a human decision. AI cannot see your ad budget, how many enquiries your sales team can handle, or seasonal swings in demand.
Common mistakes when building a landing page with AI
Building the page without being clear who it is for
Ask for copy aimed at “a broad audience” and you get copy that speaks to nobody. A landing page written with one person's face in mind ends up reaching far more people.
Publishing AI-written copy as it is
AI copy has a habit of being polished yet forgettable. It lines up words like “reassuring”, “attentive” and “carefully crafted” that any company could claim. Replace them by hand with specific situations and numbers that only your business can offer.
Treating launch as the finish line
Your first landing page is rarely your best. Plan on checking the numbers daily for the first two weeks and revising the headline and button wording.
A mismatch between the ad and the landing page
If the ad says “first session free” but the word free appears nowhere in the landing page headline, that mismatch makes people leave. Keep the ad copy and the first screen of the landing page promising exactly the same thing.
Decide between DIY and a professional based on ad budget and time
Here is a guide to help you decide.
| Situation | The approach that suits you |
|---|---|
| Your ad budget is small and you want to test the response first | Build it yourself with AI, then review the numbers and make fixes |
| Your ad budget is large and one failure would hurt | Hire a production agency |
| You are not sure how to choose an angle | Consult a professional on the angle alone |
| Your strengths are clear but writing is not your thing | Draft with AI, then correct the facts by hand |
| You have no time to build the page or review the numbers | Outsource both production and ongoing improvement |
If you go the DIY route, decide up front how many hours a week you can spend reviewing the numbers after launch. That alone cuts down on failures.
If you hire an agency, check whether they will give you more than one design option and whether their work includes reviewing the numbers and making fixes after launch. There is a big difference in results between an agency that builds the look, delivers it and walks away, and one that stays with you through post-launch improvement.
At Merci Ltd., our landing page production starts by collecting the words people who sign up actually use, comparing possible angles, and producing and comparing design options with different layouts. After launch, we review the ad figures daily and revise headlines and button wording. We use AI for the coding, which frees up human time for the angle and the design.
FAQ
Sometimes, yes, but getting sign-ups consistently takes human judgement. AI does not know who you are targeting or which strength to lead with, so results come more easily when a person decides those points first and then has AI produce the copy and code.
If you do it yourself, your main costs are the tool subscription and your own working hours. The cost of hiring an agency varies with the size of the landing page and whether ad management is included. For our landing page production, we quote after hearing what you need.
The fact that AI wrote it is not itself a disadvantage. What matters is whether the content is useful to the reader and factually correct. Copy made up of generalities that any company could claim will not resonate, whether AI wrote it or not.
Yes. Show us the copy and design you have created and we can take over from there, whether that means rethinking the angle or improving the page based on the numbers. Start by telling us where things stand.
If you want to sell one product through advertising, start with a landing page. If you want people to understand your company as a whole, start with a website. If you need both, running them in parallel makes it easier to keep the design and the wording consistent.
Let's work out your angle together
Whether to build a landing page yourself or hire a professional comes down to the size of your ad budget and the time you have to review the numbers. If you are undecided, tell us about your product and your audience and we will work out together which steps to handle yourself and which to hand over.
For landing page production, we handle everything end to end: developing an angle from the words your prospects use, comparing design options with different layouts, and checking the numbers every day after launch.
