← Frameworks
Interactive framework · 3 steps
Who / What / How
The three questions every landing page must answer above the fold.
Hero preview
Ship experiments 5x faster.
For Marketing teams at Series B SaaS — via a shared creative library and one-click variants.
Why it works▾
Nine out of ten landing pages fail the five-second test because they answer 'what we do' before 'who this is for.' Fix the order.
When to use▾
Every hero section, every cold ad, every homepage rewrite.
Steps in detail▾
01
Who
The specific person this is for. 'Marketing teams at Series B SaaS' beats 'growth teams' beats 'marketers.' Specificity converts.
02
What
The outcome they get. Not the product category — the transformation. 'Ship experiments 5x faster,' not 'experimentation platform.'
03
How
The mechanism that makes it believable. One line, ideally with a proprietary name. 'Via our shared creative library and one-click variants.'
Pitfalls▾
- 01Leading with the product name — nobody cares yet.
- 02Cute headlines that don't answer any of the three.