How to Write a Startup Landing Page From Customer Evidence

Collect what your customers and prospects have said and done, sort it into six parts, and give each section of the page one of those parts. The parts are the buyer, the problem in the buyer's words, the offer, the proof you can publish, the objections and one next action. If you have no evidence for a part, write MISSING beside it and leave that claim off the page.

Use this when you have talked to some customers: a handful of conversations, a waitlist, a beta or your first few users. With none, all you have is assumptions, so keep the page short: what the product does today, who it is for and a way to join a waitlist.

A template hands you slots to fill: a hero, a logo bar, a statistic. You put words like smarter and faster in the hero, then add the logo bar and the statistic because the slots are there. That is where invented claims start. Start from evidence instead. List what you know, and put only that on the page.

Collect from every place a buyer told you something in their own words or showed you what they do. Give each item an ID (I-1 for the first interview, S-1 for the first support email) so every sentence on the page points back to its source. The free evidence brief at the end of this page has a log for this.

How many conversations is enough? There is no fixed count. You have enough when the same problem appears in the words of several different people. If every conversation names a different problem, the buyer is too broad. Narrowing the buyer changes the page more than any rewording does.

Go through your evidence log once for each part. Write one or two lines and note the IDs behind them. Then give each part a status: Confirmed when a named item in the log supports it, Assumed when it is your guess, Missing when you have nothing. Publish claims your log supports. An Assumed line is a question for your next conversation, and a Missing line goes on the gap list.

Keep the ID beside each claim, so any line on the page leads back to something a customer said or the product does. The same six parts also make a brief for an AI landing page builder.

Order the sections by the questions a buyer asks as they read: is this for me, what does it do, why should I believe it, what about my worry, what do I do next. Give each section one part of your evidence. If a section has none, cut it.

Visitors skim, so the first screen and the headings carry the buyer, the problem, the offer and the action. Watch two or three people open your page on a phone and note what they read first.

Gapwell is a made-up scheduling tool for independent physiotherapy clinics, so every quote, email and number below is made up too. When a patient cancels, Gapwell texts people on the clinic's waitlist and offers them the slot.

Below is the founder's evidence log. It holds five interview quotes, three support emails from a beta, four product facts, one usage note and a permission record. It also has gaps: no price, no answer to one customer question and no permission to publish the usage number.

Below is the founder's first pass at the six parts. Buyer and offer are fully backed. The other four have a gap, and the last column names it.

This is the draft a template invites. The headline never says what Gapwell does or who it is for. The subhead promises up to 40% fewer no-shows. The log has no such figure, and Gapwell fills cancelled slots, which is a different problem from patients who do not turn up. "Trusted by 500+ clinics" contradicts a beta with three clinics, and "Get started" does not say what starts.

The rewrite uses the buyers' own nouns, cancellation and waitlist, takes the offer from P-1 and drops every claim the log cannot support. The table traces each line back to the log.

Build the remaining sections from supported claims, in the order of the page table above. The right-hand column holds what the log does not cover. It becomes the gap list the founder takes back to the team before launch.

Copy every sentence on the page that states a fact about the product, your customers or a result. Write the evidence ID beside each one. A sentence with no ID has three ways out: delete it, rewrite it to what you can source, or move the missing fact to the gap list.

A number needs a count, a period and the group it describes. "4 of 11 cancelled slots refilled at one clinic in three weeks" says what happened. "40% fewer" gives a reader nothing to check. "Trusted by" needs names and permission to use them. Fastest, easiest and leading need a comparison you can show. "AI-powered" needs a sentence about what the AI does, or it goes.

Remove any quote nobody said. Nielsen Norman Group's research on trust in web design finds that people trust outside sources more than content a company publishes about itself, and treat testimonials on a company's own site with skepticism. A plain statement of your stage, such as in beta with three clinics, gives a visitor less to doubt than a polished quote does.

An AI tool groups interview notes into themes, drafts headline options from quotes you give it and writes FAQ answers from your product facts. Paste in a draft and your evidence log, and ask it to list every sentence that has no source.

Each of those jobs runs on the text you give the tool, so the facts come from you: what customers said, what the product does today and who agreed to be quoted. Tell the tool to leave any MISSING part blank, then read every line of its output against your evidence log.

In iter0, the Launch CEO is the chat that comes before the build. Give it a sentence, the address of your current site or a spec file. It asks one question at a time, researches your market and your competitors, lists its sources and writes the brief your page is built from. It flags claims you cannot prove yet and says what the page should lead with instead.

It counts a fact as known only when you stated it or it found evidence for it, and it labels its assumptions. Its instructions forbid inventing customers, traction, prices or testimonials. Read the brief before you build.

Give it your filled-in evidence brief. Paste the text into the chat box or attach it as a spec file. The file picker takes .md, .txt and .pdf files up to 2 MB. Customer interviews stay with you: talk to your buyers before you open the builder and bring the notes.

A page build costs 1 credit. iter0 shows the price and asks you to confirm before it spends one. The Free plan includes 3 credits a month. If you already have a page, paste its address into the free second opinion. It does not need an account.

The template is a plain Markdown file: an evidence log, the six parts with their statuses, a page map, a claim check and a gap list. Copy it, edit it, and write MISSING wherever you have nothing.