Landing page
How do you write a clear and persuasive landing page with AI?
1250 € per session, excl. VAT
In short
Half a day to write the complete copy for a landing page: define the desired action, structure the page section by section, write headlines, arguments and responses to objections with AI, then review everything so you leave with copy ready to integrate.
Why this training?
A landing page must guide a specific visitor towards a specific action. Pages written without a plan contain too many messages and dilute the call to action. Participants use AI to generate and compare headlines and arguments, while checking every claim and maintaining a structure driven by the visitor’s decision. Running case study: « Solvia Énergie », a fictitious installer of solar panels on business premises’ roofs, launches a page to generate requests for feasibility studies through a LinkedIn campaign. Transfer to the workplace: The participant writes or rewrites an actual landing page for their organisation and plans to measure the conversion rate before and after.
Objectives of this training
- Define a page’s conversion objective, traffic source and target visitor
- Build a page outline section by section
- Generate and select a headline and subheading using explicit criteria
- Write arguments, supporting evidence and responses to objections with AI
- Check the consistency, accuracy and readability of the complete copy
Who is it for and what are the prerequisites?
Roles and tasks concerned
- Digital marketing and content officers
- Offering or product managers who write their own pages
Prior skills
- Have already used a generative AI assistant for a few simple tasks (AI Fundamentals level or equivalent).
- Know your organisation’s positioning, target audiences and marketing channels.
What you will work on
Objective and visitor
Objective: Write for a specific decision. Conversion objective; traffic source and visitor expectations; advertising message consistent with the page.
Outline and headline
Objective: Provide a structure that guides the visitor. Typical sections: headline, benefits, how it works, evidence, objections, call to action; generating ten headlines and defining selection criteria.
Writing section by section
Objective: Produce complete and precise copy. Section-specific prompts with context and length constraints; inclusion of genuine evidence; responses to the three main objections.
Review and checks
Objective: Make the copy ready for publication. Checklist: a single call to action, verifiable promises, readability, consistency with the advert, legal notices; asking AI for a critical review.
What you take away
- Objective and visitor worksheet
- Landing page outline
- Complete page copy
- Pre-launch checklist
Method and assessment
- Short teaching inputs followed by immediate practice using the running case study.
- Individual work followed by work in pairs, with participants reviewing each other’s work.
- Guided group discussion: what works, what needs correcting and what remains a human decision.
- Preparation: Choose an offering or event that needs a landing page. Gather the available evidence: verified internal figures, testimonials approved for use, references.
Observable criteria: The page has only one main call to action; Every piece of evidence cited is genuine and verifiable; The three main objections are addressed; The headline reflects the promise made in the advert that brings the visitor to the page.
Frequently asked questions
Do we build the page in a tool?
No, the session produces the copy and structure; integration takes place afterwards in your web tool.
Can AI invent testimonials?
It may suggest them, and that is precisely what must be rejected: only genuine testimonials approved for use are used.
Is search engine optimisation covered?
The basics of readability and headline consistency are covered; in-depth search engine optimisation is addressed in a separate course.
Are design skills required?
No. The session focuses on the copy and the order of the sections.
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