Want to Grow Your Audience From Day 1? Pick a F*cking Side!

I remember one sunny day at the end of August 2018, stumbling upon an article online, from one of the major newspapers in Sweden.

It was just 2 weeks before our election for parliament, being held every 4th year.

The main picture was of a 15-year-old girl sitting with a sign outside the parliament building.

She intended to do that every day up until the election because she didn’t think politicians were doing enough to help the climate.

I remember thinking “Oh, I really hope someone will come and join her. I’d hate for her to sit there all alone”.

It turned out, there was no reason for me to worry too much about that…

Article from Vox, Sept 20, 2019

During the following 18 months, Greta managed to gather and unite an enormous amount of people, willing to fight for the same thing: the Earth is dying, and the politicians and big corporations are the ones that need to do something about it.

How come all these people decided to stand behind this 15-year old girl from Sweden, and how can you as an entrepreneur learn from that to grow your audience?

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Talk about what you want!

From the very first day of her strike, Greta had a very clear message: Unless politicians around the globe take action to stop the climate crisis, her generation won’t have a future.

I don’t think that millions of people around the world suddenly went “Oh, that sounds great! From now on, that’s what I will believe in!”

No, what Greta said was already aligned with the values of all these people.

They just needed someone to say it out loud.

She didn’t change their opinions.

She just concretized them.

She just told them what they already believe in.

Don’t waste your time on customers

Creating an app with low or no-code tools usually starts as a one-(wo)man-show.

That’s the beauty of living in a time where you can make ideas into reality as easy as putting together pieces of LEGO.

But it also means that you (and possibly a few co-founders) have very limited resources to spare – time being one of them.

If you want the project to succeed you can’t just do something – you need to do the most efficient things!

Trying to get people to buy or use your product – finding customers – is a very short-sighted goal.

[READING TIP: How To Build an Audience Before Launching Your No-Code Product]

A customer is someone that will buy your product, and then continue on with their lives. It’s the end of the road.

You must start, by finding people to help you out.

[inlinetweet]Even if you are just one or a few people – you need to do what all the big tech companies are doing, and communicate WHO you are and WHY you are doing what you are doing.[/inlinetweet]

If you instead of trying to get people to buy your product, focus on gathering people with the same beliefs as you, you will win even if they are not buying your product.

People that believe in the same thing as you will help you spread the word to others!

The difference between a customer and an audience

A customer might buy your product. That’s it.

A member of your audience or tribe will:

  • (Most certainly) buy your product
  • Talk to others about your product and you
  • Give you feedback on how to improve it
  • Stick around for your next big thing

Some people will never need what you offer. But that doesn’t mean they aren’t gonna help you spread the word to others!

And the best way to do build a rabid audience that will do the work for you – even when you haven’t launched yet?

Pick a f*cking side.

How to pick a side (and why it will build your audience)

I never thought I would ever quote Eminem, but here we go:

ÔÇťIf you have enemies, good – that means you stood up for something.ÔÇŁ

ÔÇĽ Eminem

“Everyone” is not a target market. You can’t be for everyone.

The only products that are for “everyone”, are tooth-paste and toilet paper.

[inlinetweet]Don’t be toilet paper.[/inlinetweet]

Deciding what you believe in, will make you more attractive to the right audience. The once interested in what you have to say and the problems you can solve.

When you know what you stand for and what you want to change – you’re able to talk about that forever without ever feeling like you are trying to “sell” something.

What do you believe in?

Today it’s extremely important for us to trust the people and companies we do business with.

“People don’t buy what you do, they buy why you do it.”

Simon Sinek

[inlinetweet]When a company tells us what they believe in – their values and beliefs – they make it very easy for us to decide if that is something we can stand behind.[/inlinetweet]

Talking about features, numbers and technicalities are far from the best ways to grow your audience.

What you need to do is to define what you stand for. Why you exist.

… and what don’t you believe in?

One of the most fanatic tribes is the one of the Swedish oat-milk producer Oatly.

They are selling oat-milk.

That is oat.

And water.

In a box.

I could make the exact same thing in my blender at home for one-tenth of the price.

Oatly doesn’t have the most hardcore fanbase you can find out there because their product – it’s not the cure for cancer.

People love them, because they’ve picked a side.

A few years back, Oatly got sued by the Swedish dairy lobby (that would be a much worse band name) for writing “No milk, no soy, no badness” on their milk packages.

They lost and had to change it.

So they changed it to “No milk, no soy, no… eh, whatever.”

It doesn’t matter, everyone knows what they stand for.

Like that annoying younger baby brother of yours, Oatly takes every opportunity to pick a fight on the milk industry.

When one of the biggest milk producers in Sweden ran a series of TV ads mocking plant-based milk substitute drinks by coming up with silly, fake names for those alternatives, what did Oatly do?

Got mad and started whining?

Nah, they found out that the dairy company never filed to trademark protect those names.

So Oatly did that.

And started printing those names on all their packages.

[inlinetweet]One of the best ways to define what you stand for is to make sure you are able to define the opposite of just that.[/inlinetweet]

Oatly believes that the dairy industry is evil. And that dairy is bad for the environment.

They won’t have many dairy farmers or milkshake aficionados among their followers.

But those whose beliefs are aligned with Oatlys will follow them anywhere!

“ItÔÇÖs highly attractive when someone is resolute and decisive. Strong opinions can also be divisive and split opinion, which means people actively spend time thinking about which side they are on.”

Helen Ryles

Don’t be the one to answer “I don’t know. I’m fine with anything.” when someone asks what you want for dinner!

Pick a f*cking side!

Write down what you believe in

Don’t worry. You don’t have to embark on a crusade to take down the gun lobby or trash-talk the next presidential candidate.

The best way to define them is to write your values down – and then write the counter-values right next to them!

I believe:

Waiting ’til you have a product to build an audience is a waste of time.

Write down everything you believe in. Don’t think too much about it at first, you can always edit and remove.

A good way to test your belief out (to see if you’ve really picked a side) is to write the counter-belief next to it. Then, read it and see if it is something that people “on the other side” would actually believe.

I don’t believe:

Entrepreneurs should create their product first, and then start to build their audience.

(The product-or-audience-first question is well discussed online, so this very belief definitely passed this test.)

How to use this in your content

Creating content is the best way to draw attention to what you are doing. Whether you choose to blog, tweet, be on Youtube or TikTok – reaching your audience organically is the most powerful way there is.

But you cannot talk only about your product.

The number of tweets or Facebook posts about you, your process and your product (and everything even slightly connected to that) should be under 20%.

The rest should be stuff that your audience finds interesting.

Your values are the best guidelines you have when it comes to what you can talk about.

Use them as main topics when you are planning your content.

For Twitter, I schedule at least 10 tweets a day (using Hypefury, which I can thank for a big chunk of my Twitter growth!).

I have a few main topics that I tweet about, and they all build on my beliefs:

  • Building an audience is key to success for a small start-up
  • No-one cares about your Thing, they only want to know what’s in it for them
  • You are the expert on something that can change other peoples lives

Compare that to what it would look like if I only had concrete topics to talk about:

  • How to build an audience
  • Talk about what your customer will gain
  • Create digital products to sell

See what I mean?

If you just write about stuff – without really believing it – it’s just words.

But if you believe it – if it is the lifeblood of you and your product – people can choose to get in behind you. And they will.

They will join your army and help you fight for change!

Even that change is just “Ahhrhg! No-one should have to keep paper receipts for their tax returns!”

Whatever you believe in – start talking about it!

Everywhere and always.

ÔÇťYou have to communicate what you want to build in every meeting, in every email you write. Especially as a founder or a CEO, but even as a manager, it has to be a huge chunk of your job and your mindshare.ÔÇŁ

Molly Graham, former manager for Culture and Employment Branding at Facebook

The faster you start doing that – the faster you will start attracting the right audience.

The right people to bring on-board as collaborators.

And maybe even the right investors!

[READ NEXT: How To Build an Audience Before Launching Your No-Code Product]

How To Build an Audience Before Launching Your No-code Product

About 400 years ago, mankind believed that they were the center of the universe.

Today, lots of no code creators and app makers still think they are.

After spending months building your tool or product, you want people to use it, right? You need an audience.

But if you wait until launching your product to start building an audience and interest, you’ve wasted a lot of time.

Waiting until you have a ÔÇŁfinishedÔÇŁ (it’s never really finished, is it?) product, is like waiting at a red light with your bike.

[READING TIP: The 4-part Landing Page Your #No-Code Project Need]

When the light turns green, itÔÇÖs gonna take a lot more energy to get rolling, compared to coming towards that red light and arriving just as it turns green – you just swoosh by!

The question for most is “How do I talk about with a potential audience if my product is not up and running?”

Well, you don’t. And you do.

Dammit. Let me just explain a few things first!

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No one cares about you or your No-Code project

Yeah, sorry. But this is the truth.

Every individual wants to thrive. We want to solve the large and small problems we have in life and become better versions of ourselves.

Yes, we have an inherited drive to help others, but first and foremost we want to help ourselves.

I don’t pay my accountant for the sake of having an accountant. (That’s a weird-ass status symbol…)

Or because I want her to have more money on the bank?.

No, I pay her because I *SUCK* at doing accounting myself and want to make sure I don’t mess up my book-keeping and have to pay like a million bucks in penalty fees.

The same goes for every thing, tool or service we buy – we buy it because it will make our lives better.

[inlinetweet]For you, your product is the center of the universe. But for everyone else – you and your thing is just another satellite somewhere out there.[/inlinetweet]

If you want to succeed, you need to stop believing that anyone is interested in you or your product – and realize all the want to know is:

How will this thing make MY life better?

Your audience probably doesn’t care HOW you created your product either

With this little punch-in-the-face-wake-up-call fresh in mind, think about this:

You probably love talking about No Code and the tools and trick.

I know I love talking about it.

And the huge (and constantly growing) no-node community on Twitter certainly loves to hear what kind of No-Code tools you used, the cool workarounds you invented to solve that annoying problem or to upvote your product on Product Hunt.

[inlinetweet]But unless your target market (the people who will actually use the tool when ready) are No Coders – they won’t give a sh*t about that.[/inlinetweet]

Because? None of that will make their lives better.

When you share the process of your build, you have to share the things that give value to your potential user – not those interested in building no-code apps!

I don’t care HOW you managed to connect your “Focus App for Unfocused Entrepreneurs” to the Fitbit API through a series of GET requests. (I googled that, I have no idea what I am talking about.)

But I do care about the fact that it will notice when I’ve been sitting for too long and tell me to do 15 pushups because I need a boost of dopamine!

See the difference? If you want to share the process – make sure to talk about the things and in a way that your target audience find interesting.

One exception from this is to ask people for advice and suggestions. We love to be included and to help others:

I build in public and tweet about what IÔÇÖm working on. That helps me get an idea of what kind of demand there is for the idea and also helps me build an initial audience.

The main thing I did was that I did polls on Twitter when I was unsure about an idea.

JOSHUA TIERNAN, NoCode Founders & ernestly.com

Also; there’s a limit for how many times you can talk about the fact that “you are launching soon”.

At the time of writing this post, there’s one no-code founder about to launch their tool online (ain’t gonna name names) and the fact that they are launching “soon” is the ONLY thing they’ll add to any discussion on Twitter.

Whatever you ask about, using the #nocode hashtag, they answer with “You can do that with [Our Platform] when we launch soon!”.


Sooooo, how is that helping me?

Right now. When I need that help?

Keep it down. Let us know, but don’t make it in every tweet!

A rule of thumb is to only talk about you, your company and your product no more than 20% of your total communication.

That’s 1 out of 5 tweets.

So, what should you talk about for the other 80%?

Start with the problem your tool will solve

The reason for you deciding to create your product or tool – was most certainly because you wanted to solve a problem.

Photographer Andrew Vernon decided to create one tool to rule them all, after using several tools for his photography business:

Maybe you decided to create a tool because there was something you found really annoying.

Or, you started hearing more and more people b*tching about something and realized something missing “out there”?

Regardless, it all sprung from a problem.

This problem is the key to finding things that are interesting to your audience.

[inlinetweet]If you tie your content to the same problem that your product will solve, you will attract the followers that will gain from using it when it is launched.[/inlinetweet]

Understanding the difference between External and Internal problems.

If I were to ask around for an accountant, it is not because I need an accountant, per se.

My problem is “I am not sure how to do my accounting and I am afraid to make (costly) mistakes!”

This internal problem expresses itself as my external problem:

“I need an accountant!”

An external problem is what I talk about with others and sometimes even believe is the actual problem.

The same goes for everyone trying to decide which To-Do list app to use out of the millions in existence.

They don’t need “a to-do app” (that’s an external problem).

They want to get better at getting things done, or getting organized, or time-management, or prioritizing.

Those are the internal problems, and when you start talking about those, people will listen. Because everyone is striving to make their lives better!

If you can help people solve their problems and reach their goals you will become very interesting to them- and that will make them trust you.

How To Build an Audience Before Launch

The reason why (and how) people are buying things today, is vastly different from only 10 years ago.

Today, we donÔÇÖt buy a product – we buy into a company or a person! 

It is very important for us to share (or at least accept) the values of the person behind the product we are thinking about buying.

[inlinetweet]If you keep quiet all through the process, just to start bombarding your feeds with ÔÇŁBuy it now!ÔÇŁ messages at launch, people will quickly stop listening. [/inlinetweet]

Heck, they won’t even start listening in the first place.

“An audience” might sound very big and intimidating. But you don’t need a huge crowd – what you need is a small group of dedicated fans:

I’ve seen lots of discussions around ÔÇťbuild an audience before you build a productÔÇŁ.

On one side I agree because it will make it much easier to reach more people that might be interested in what youÔÇÖre creating.

On the other hand, IÔÇÖve seen people with less than 300 followers build multimillion businesses so IÔÇÖm not sure who wins the discussion.

In the end itÔÇÖs all about knowing your audience and whoÔÇÖs problem youÔÇÖre solving/who you are providing value for.


I want to share a simple framework that has worked for me and lots of other entrepreneurs.

As with everything online; add, subtract, change and test it to fit your needs!

Step 1: Block of time!

Do you want to build an audience before your launch?

If yes, you have to schedule time to do that.

There’s no short-cut.

You will not “do it when you have time to spare” (because you won’t have any time to spare unless you plan it).

Depending on what works best for you, you could either plan something like two afternoons per week or 90 minutes a day.

Treat those slots as any face-to-face meeting.

It is uncancelable! Don’t push it forward if something else comes up. Stick to it.

Ôťö´ŞĆ Open up your calendar now, and block of specific and recurring time slots every week! Either 90 min a day, or two afternoons a week.

I created an interactive template to help you do this entire process. Get it by entering your email here:

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Step 2: Define Your Target Audience

It sounds counterintuitive, but the smaller your target market is, the easier it is to reach your audience.

A fitness app “for everyone” will drown in all the others on app store.

A fitness app for “Skinny Nerds” will be the obvious choice for every skinny nerd that finds it!

Define what the common denominators for your end-users are.

There’s a lot of different ways you can segment your market:

? Vertical – a business (dentists, yoga instructors, entrepreneurs)

? Horizontal – a need (faster website, more structure, getting the tax papers in order)

? Psychographic – a value (“the earth is flat”, “eating animals is wrong”, “no-code is the best thing since sliced bread”)

? Demographic – a persona (stay-at-home moms, 45+ CEOs, Couples in Denver)

? A specific platform (WordPress, Adalo, AirTable)

A rule of thumb is to use at least two different markets to define your market audience:

Entrepreneurs (vertical) with ADHD (demographic) that want to be able to focus better (horizontal)

Ôťö´ŞĆ Write down your target audience – and be as specific as you possibly can! You can’t be too narrow.

Step 3: Go On a Waterhole Safari!

All around the Internet, people gather around to talk about similar interests and to share tips and knowledge.

Naturally, this is also where people go to find answers to their questions.

Whatever you are about to create, there’s without a waterhole dedicated to just that:

? Twitter hashtags

? Facebook groups

? Subreddits

? Internet forums

Get in there, and start looking around.

Look for the common ways to start a question; “How do I..”, “Why can’t..” or “Anyone else having trouble with…”

Also, look for words connected to feelings. “I love when…”, “.. is awesome…” or “I hate when…”.

Look for problems your target market has, and the things they are interested in talking about.

Ôťö´ŞĆ See if you can find any topics or themes that are recurring – those are your main topics! Write them down.

Step 4: Map out your topics and sub-topics

Now, let’s give you an array of topics to share with your audience.

Take the main topics you found by the waterholes and divide them into sub-topics.

If “not having enough time” is a big issue for your target audience, you probably already realized this is an external problem.

They don’t really need more time (they can’t have it even if they want it), what they need is to manage the time they have better (internal problem).

Your main and sub-topics could then look something like this:

Topic 1: How To Get Things Done

? Planning and organization

? How to work more efficiently

? Distractions and how to prevent them

? Brain and body hacks for productivity

? Digital and analog tools

Wach of these subtopics will give you ideas for dozens of tweets, blog posts, and videos. And this is just from one of your main topics!

Here’s a chat I had on Twitter, with the founder of Nocodery, a job board for No-Coders:

[inlinetweet]Talking about things that interest your audience – instead of talking about yourself – will make them trust you and stick around for more.[/inlinetweet]

Also, if these talking topics are closely related to the problem your product will solve, you will start attracting the perfect crowd for the actual product.

[READING TIP: The 4-part Landing Page Your #No-Code Project Need]

It becomes a natural sorting system – those not interested in what you are talking about (i.e. not interested in the problem your product will solve) won’t stick around.

But the people looking for solutions to the problem your product will solve will listen when you talk about them before launch!

Ôťö´ŞĆ Write down at least 3 main topics, and try to come up with at least 5 sub-topics for each.

Step 5: Choose your platforms

You probably want to jump on every social media platform – because then you will reach the most people, right?


Getting a real result, will need a lot of effort from your part – that means a lot of time.

In the startup phase, you won’t have an indefinite amount of hours to put on creating content. It is better to focus 100% on one or two platforms.

I suggest you choose one social media platform (Twitter, Facebook, LinkedIn, Instagram, etc.) for reaching a large number of people.

Then, combine that with an “evergreen” platform. These are platforms such as a blog, your Youtube channel or a podcast.

The difference between the social platforms and the evergreen is that everything you create on the latter will still be there tomorrow.

Yes, everything you put on social platforms will technically be there tomorrow, but it will disappear in the feeds and won’t be seen by anyone.

A blog post, on the other hand, will show up on Google years (even decades) after you publish it.

Youtube is the second biggest search engine in the world – whatever your search for will show a multitude of new and old videos.

If you publish something on an evergreen platform, it will keep on sending traffic your way for years!

Which platform to choose differs from case to case – you need to spend some time researching where your target audience spends their time.

Ôťö´ŞĆ Pick one social platform at first, and one searchable platform. If you are good at writing, start blogging. Video? Youtube. Good at talking? Start a podcast.

Step 6: Start sharing!

Before you get at it, know this; nothing will happen overnight. It will take time to get the ball rolling – and you will doubt if it is even working.

But stay at it. Put in the work and people will start noticing you.

I suggest you focus the first month on creating content for the social platform.

This will get people to start noticing you, following you and become interested in what you have to say.

I try to post at least 10 tweets every day about my main topics.

(Sidenote: I’m using an awesome app called Hypefury to schedule my post for the entire day in the morning. If you are serious about upping your Twitter game, try it out for free! It’s an affiliate link.)

When I started out, those topics were quite broad – Digital Marketing in general.

But as I posted more and more, I saw what kind of tweets that resonated more than others.

I could use my tweets as a guide to what people were the most interested in.

After a while, I realized that a lot of No code people were really good at creating cool projects, but sucked at reaching the people who were going to use it.

So I focused more on tweeting about that.

This first month can give you valuable insights into what people want (not too different from how growth hackers are getting a market fit product).

Naturally, you will find topics within your sub-topics (we are going full Inception here) that are a good fit for a longer blog post or video.

“Before you actually build a product you should validate if you actually should build that product.

You can do this with different types of MVP experiments, customer interviews etc.

If you come to the conclusion that you in fact should build that product you will already have a first possible customer group (the people you validated with) that you can distribute that product to.

To me that is the most efficient way.”


If you’ve paid attention and talked about the right topics, you will now have a group of followers that will read and share your longer format content pieces.

Bonus Step: Look For Ambassadors

Most of the people that you reach before launch will not take to much notice about what you are doing. 

A like. A comment. A ÔÇŁCool.ÔÇŁ

But a small group of the people seeing what you do and get completely sucked in. They will realize you are building something that will change the way they live their life or do business.

That you are solving that problem theyÔÇÖve struggled with without even knowing.

Those 2 percent of superfans will have more impact than the other 98% combined.

These are the people that will retweet everything you post when launching, they will upvote on ProductHunt and IndieHackers and they will continue to send suggestions and feedback

Noticing and interacting with these people before launch gives you an opportunity to attain a small army of people that will give you a huge push at the launch date.


Building an audience before launch will help to give you momentum and to make that launch a success.

It doesn’t have to be as difficult as many thinks, but you have to block off the time and be sure about what to take about.

Most importantly; it will take time and effort, so the faster you start building your group of fans, the better!

The 4 Part Landing Page Your No-Code Project Needs!

It doesn’t matter how good your no-code project is.

If no one is using it, no one gains from it.

The Internet is a busy place, and you need a way to get people on board the train.

The way to do it: make sure your sign-up page gives them an offer they can’t refuse.

It doesn’t matter if your tool or software is up and running, or if you are collecting emails pre-launch; these tips will work for both!

What most sign-up pages get wrong

Have you ever had a friend that is in a really bad relationship, and it is obvious that it is not working out?

Obvious for everyone except that friend?

Then, when they finally break up, your friend is like “wow, I can’t understand why I stayed for so long!”

And everyone else is like “Mhm…. no… You right… I should’ve told you… another 100 times…”

It is very hard to be objective when you are in the middle of something.

This is true when it comes to you and your product to.

Wait, I don’t mean that you should break up with your project!

What I’m talking about is that it is hard to be objective when you’ve been living with this brainchild of yours for so long!

But to create a landing page that will make people sign up, you need to put yourself in their shoes – and look at it from the outside in.

Nah, You probably aren’t. And what it is that you do again? And why should I care?

For you; you and your project are the centers of the universe.

You know that you are a trustworthy person.

You know that your product will help anyone who pays for it.

You know that everything that is written on the sign-up page is important and useful.

But no-one else does.

For everyone else, you and your landing page is just another pebble in the enormous aquarium, filled with goldfish with an extremely short memory.

A pebble.

Step one; understand that no-one cares about your app or project, and no-one has the time to listen to you.

Now, let’s get to work!

Before you start: clarify the problem

Very few CEOs decide to hire a leadership coach, just for the sake of having a leadership coach on the payroll (maybe this is some kind of weird status symbol somewhere….)

They start looking for a leadership coach because they have a problem with toxicity among the employees.

Or with employees not taking enough initiative.

Or with communicating in a constructive way with the other managers.

External vs. internal problems

These examples are the actual problems, what people need help with.

“Looking for a coach” is an external manifestation of that problem.

If you want people to pay attention to you, you need to talk about the actual, internal problems.

Simon Sinek said in his now famous speech, Start With Why, that:

“People don’t buy what you do, they buy why you do it”

– Simon Sinek

What you do is about the external problem.

Why you do it is about the internal problem.

Understand your target audiences problem

You already know the internal problem; the whole idea for your #nocode project started when you saw a problem that needed to be solved.

Then, you created a tool to help people solve that problem.

Hell yeah, I want more leads! The bold word in collect.chat‘s title is changing every few seconds which is a good way to show all the problems it will solve for you.

Tools like Adalo (letting you build apps without any coding knowledge) or Webflow (build powerful websites in a visual builder) doesn’t exist because people want to build apps or websites.

They exist to help people materialize their business ideas and get them out there!

Before you continue, write down your target audience’s internal problems on a piece of paper – or in your favorite app.

The 4 parts of your landing page

Many signup pages are way too jam-packed with information, images, and links.

The first rule of creating a landing page that gets people to sign up; don’t add anything that doesn’t have to be there.

People don’t have time.

If you want people to stick around to the end (where they actually sign up), you need to make your landing page a yellow brick road.

There’s only one way to go, and they’ll always know where to go next.

Use AIDA as your guide

The acronym AIDA is one of the most used concepts in marketing during the last century.

It stands for Attention, Interest, Desire & Action.

Buy using this as your guide when composing (or improving) your sign-up page, you are able to create a very powerful tool that will attract and convert like nothing else.

Let’s start building!

STEP 1: Get their ATTENTION with the title

Every part of your page has one goal: to take the reader to the next step.

The title should make them read the sub-title.

The sub-title to go on to the first paragraph.

The first paragraph to the next.

Don’t make them think, don’t give them options.

When they get into the waterslide, they won’t stop until they splash into the lukewarm pool.

Your main title, the header, needs to be powerful enough to make them stop.

Many people will click through to your page, out of curiosity or boredom, but most of them will leave within seconds.

That is what you have; seconds. To capture their attention.

And how do you do that?

By talking about the real, internal problems that your tool will solve!

The title is the first thing visitors will see.

They won’t read it.

They will skim it.

They will look at it and if they register a word that captures their attention they will read it.

Don’t spend time crafting a beautiful but meaningless slogan that looks good but is impossible to understand.

“We help visual artists improve their conversion rates and reach their goals!”

What? What does this mean?

 Cloud-based app designer enabling you to create apps!

What’s all those words?

“Make your database work for you!”

Isn’t that what it is already doing?

The problem with all of these slogans (inspired by real-life examples) is that they don’t tell me in a second if it is for me, and how my life will be better if I continue reading.

Imagine being a start-up founder and seeing this brilliant title from Ernestly. You’ll know instantly that this is for people like you. They made it even easier to see the important words by underlining it.

Adalo is using “Turn Your Side Hustle Into Reality Without Coding!”

Paperform writes “Beautiful Forms That Feel Like Yours”

Newcomer Hypefury promise you it is “The only tool youÔÇÖll ever need to master your Twitter game


The instant you read those headlines, you’ll know if you are interested or not.

Your headline should be:

  • Talking about your target audience’s frustrations and problems
  • Short and to the point
  • Without any fluff

Imagine being one of your potential customers.

Now imagine being very tired and slightly drunk.

Look at the title of your page.

Would that get your attention?

STEP 2: Spark INTEREST with the subtitle

If the title managed to get them to read the sub-title or first paragraph; congratulations, you’ve bought yourself a few seconds more.

Don’t cram too much into this next part, you haven’t built enough interest yet.

The weekend.build project by Mckenzie Child looks stunning. Notice how your eyes are drawn to the second part (the “sub-title” to the right), after you’ve read the title? Wanna know more?

One way is to use numbers and facts to paint the reader an image of how their life will change if they use your tool.

Again, talk about their internal problems and goals.

Can you see the difference between these two examples?

“Companies that use videos on their landing-pages will get more conversions”

or this:

“Using videos on your landing pages can increase your sales by 34%!”

The first one is quite vague and very general.

The second one makes the reader start imagining what she would do with 34% more money!

The numbers or facts that you present needs to be real – really real, not kinda real.

Luckily, there’re tons of research online where you can find statistics and hard facts about almost everything.

Paperform is using another approach; a one-paragraph description of their entire product and its perks.

Paperform Slogan and subtitle

This can also be very effective if you don’t fall into the trap of using a lot of fancy words and fluff!

The subtitle or first paragraph should:

  • Spark interest
  • Talk TO and ABOUT the reader
  • Make the reader SEE the difference using the tool will make

STEP 3: Build DESIRE with the content

Interest is good, but to make someone actually signup, you need to create desire.

Understanding the difference between interest and desire can be a little hard.

Desire could be described as interest with the urge to do something about it!

When interest is created, it can mature into desire.

The goal for this part of your page is to make the reader feel “I must have this!”

You can do this with text, or video:

Fibery are using vide in their content
Using video, like fibery.io will almost always trump writing it in text.

Continue to talk about the internal problems, frustrations, and pain-points your service will solve and the frustrations of your potential customers.

If you’ve already had a few people beta-test your product, sharing their successes and wins is a great way.

Hypefury Success stories
Hypefury is using success stories to boost their sign-ups

Just make sure that the testimonials sound like someone actually said it for real, not with a gun to their head.

If a testimonial feels scripted and constructed, it will lose its credibility.

Another way to build desire is to choose a few pain points and talk about how your product are solving each of them – and how the customers’ life will be better when solved.

ernestly is killing it! Showing the pains it takes away and the perks of using it.

When someone becomes interested in the product, it is time to show how it works.

The landing page should also include a very clear (but still short) part where you show exactly how you will help them reach their goal.

With a gif animation, Collect.chat gives the visitor a demonstration of the product.

Understanding how it works is super-important if someone is to make a decision.

This part of the page should:

  • Continue to show the pro’s of your tool
  • Build a desire to act
  • Describe HOW it works

STEP 4: Push them to take ACTION

In the last part of the page, you need to tell what to do now.

This is a critical point and loads of companies fail here.

Don’t be afraid to say what they should do next.

If you’ve done everything right to this point, the reader wants to continue!

Give a clear call-to-action on your sign-up form.

“Sign up here.” ain’t gonna do it.

“Enter your email to get instant access the second we launch!” is more like it!

Tell them exactly what to do, and create an urge to do it now.

Another thing; the OK-button doesn’t have to be just that.

This is another possibility to get people to sign up:

“Start growing your business!”

“Start creating your personal forms!”

“Start growing your Twitter game!”


Bubble.io makes it super-easy to “get started”, by placing several sign-up boxes through-out the page

Make sure your call-to-action is:

  • Short and sweet
  • Super-clear
  • Urgent.

Make sure you can analyze it

Before you launch; make sure your landing page is connected to Google Analytics or your analytics tool of choice.

When sharing on social media, websites or other platforms online; use UTM-tagging.

A UTM tag is a code that is added to the URL you are sharing.

That way, you can follow the traffic back, all the way to the platforms where you shared it.

This is a great way to see, whether most of your sign-ups comes from Facebook or LinkedIn for example.


The hardest part of building a landing page that makes people sign up is to put your ego aside.

You probably had great intentions when building your tool, but now it is time to talk about your customers.

After building the first version of your landing page, ask a few people to read through it – and give honest feedback.

If you do this, it is important to explain to your beta testers, who your target audience is – unless you managed to find people already in your target market to help you with the landing page.

A landing page can always be improved. After it’s been live for a while, go through the analytics and see what works and what doesn’t.

Then improve and try again!