Who / What / How
The three questions every landing page must answer above the fold.
Ship experiments 5x faster.
For Marketing teams at Series B SaaS — via a shared creative library and one-click variants.
Why it works▾
If a landing page cannot answer Who, What, and How in 5 seconds, Framer + Relume loses the lead.
When to use▾
Use this framework when a 2026 landing page needs to convert cold paid traffic, Clay-enriched outbound traffic, or PLG visitors without a 12-step explainer. It works best for a single offer, a single ICP, and one primary action. If the page needs 3 personas, 4 products, or 2 CTAs, split it first.
Steps in detail▾
Who
State the buyer in 1 line, not a brand slogan. Use Clay to enrich every incoming lead, then score fit with an LLM prompt like: "Return ICP, segment, and buying stage from this firmographic payload." A 2026 example is a Framer hero that says "For RevOps teams at 50–500 headcount SaaS" and swaps copy with Mutiny based on Clay + Common Room signals. If the visitor is wrong, the page should say "Not for you" rather than pretending broad appeal wins.
What
Name the outcome in a hard metric, not a feature list. The rule is 1 promise, 1 proof, 1 CTA; everything else moves below the fold. A 2026 example is a landing page for an AI SDR product that says "Book 18% more meetings in 30 days" and uses PostHog to verify which hero claim drives scroll depth, then Claude Code analyses session replays and writes the next variant. If the value prop needs a paragraph, it is already broken.
How
Show the mechanism in 3 steps, because operators buy process, not adjectives. Use an 11x agent workflow as the proof pattern: intake from Clay, qualification in an LLM router, follow-up sequenced by 11x Jordan, then sync to Attio with n8n. A 2026 example is a page that shows a simple flow diagram: "1) enrich 2) score 3) act" and links each step to a concrete tool such as Clay, Claude 4.5 Sonnet, and Attio. If the method is invisible, trust stays low.
Proof
Place proof directly under the above-the-fold block, not in a buried testimonial strip. The 2026 move is to surface live data from PostHog, Common Room, or Northbeam so the page proves itself with current numbers. A concrete example is a SaaS homepage that displays "247 qualified demos from 1,860 visitors" and updates daily from PostHog, while Claude summarizes the last 100 conversion paths into 3 objections. Numbers beat adjectives every time.
Action
Make the CTA match the buying stage, because one button never fits 2026 traffic. Use a decision rule: high-intent visitors get "Book a demo", medium-intent visitors get "See the workflow", and low-intent visitors get "Get the teardown". A real example is a Framer page with n8n routing, where Clay scores the source and sends enterprise leads to Attio while PLG users get a self-serve trial. If the CTA is generic, the funnel leaks.
Pitfalls▾
- 011. Hiding Who below a value prop paragraph, because 2026 visitors do not read 200 words before deciding fit.
- 022. Writing What as a feature stack, because "AI-powered" without a metric converts at zero.
- 033. Explaining How with buzzwords instead of 3 steps, which kills trust on Framer and Next.js pages.
- 044. Using testimonials as the first proof layer, because live PostHog or Northbeam data outperforms generic quotes.
- 055. Running one CTA for every source, because Clay-enriched paid, organic, and outbound traffic need different paths.
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