Newsletter issue: #159
Read time: 1m 37s

Most websites are trying too hard.

Animations, buzzwords, and enough CTAs to make a toddler with ADHD feel overwhelmed.

I made over $178,000 in last few years by redesigning my landing page at least 1,000 times (yeah, I need to touch grass).

During that process I learned:

People don't buy your product. They buy a better version of themselves.

They're buying transformation. The "after" state. The glow-up.

You: “But Chris, my agentic-powered blockchain platform does…”
Me: throws paper airplane at your face

Nobody cares!

Your grandmother wouldn't understand it and neither does your visitor.

Our brain processes 11 million bits of info every second, but only 50 make it to consciousness. It’s like walking through the world’s largest library but only reading one sticky note.

Simplicity wins. Always.

Here's my 8-step formula (stripped down to the essentials):

1. Hero section that passes the "my grandma gets it" test
2. Problem agitation that makes people feel seen, not sold to
3. Customer transformation (or the ideal end state)
4. Social proof from actual humans (not your imaginary friends)
5. Benefits that answer "so what?" for every feature
6. Pricing that’s clear and understandable
7. FAQs addressing common push-back
8. Final CTA that creates urgency

Here’s my prediction:

In 2025 (and beyond) with all this AI hype, websites that can build an authentic human connection will win.

Think of your landing page like a Tinder profile. Nobody swipes right on "Dynamic professional seeking mutual growth potential."

They swipe right on the person who says "I make a mean lasagna and have questionable taste in 90s sitcoms."

My best-performing website elements:

• ​Customer language in headlines (steal their words!)
• ​Real customer videos (even the awkward ones)
• ​Actual customer photos (no stock photos)
• ​"Why I built this" story (mission driven)
• ​Wall of love (social proof on steroids)

People don't buy products.

They buy a feeling.
They buy into stories.
They buy a better version of themselves.

Show them all 3.

Below is the full breakdown of my website design decisions. The same decisions that helped grow my business 1400% in one year. Shhh don’t tell anyone.

My 8-Step Landing Page Formula

🔥 NEW

The goings ons

Happenings & shenanigans in the (design) world and beyond

Figma is going Public. They just filed their S-1 with the SEC. Are you buying FIG stocks?

I live in Notion. Recently, I've been using their AI Meeting Notes. Never have to volunteer to take notes again! Thank god for that. You should try it.

Looking to get into a UX leadership role? Next week, I'm speaking Alison, a Design Executive turned leadership coach, to dive into How To Be A Design Manager. Juicy livestream coming up.

🥳 Yesterday was my birthday... Here's how I spent it...

Not really, I was suppose to take a train from Milan to Lyon, instead it was a replacement bus, the driver refused to drive after getting into an argument with a passenger, police got involved, we got there at 1AM (not 8PM) and had the worst experience both with our taxi driver and our Airbnb host.

It might sound like I'm moaning, but the worse the experience, the better the story.

Sending this, then I'm chugging a gallon of wine haha.

BYE.