The formula for landing pages that convert
Agency founder Corey Haines on using AI to slash the time it takes to craft high-converting website copy.
Published 2024-12-11
Corey Haines is a master of crafting SaaS copy that converts—and his output has rocketed thanks to AI.
As the founder of Swipefiles and Conversion Factory, Corey’s bread and butter is conversion-focused marketing. He builds systems that attract and convert customers for B2B SaaS companies.
We chatted with him in a recent live workshop, where he revealed his favorite AI workflows that help him create impactful, high-converting landing page copy fast. He also shared a doc that’s packed full of value, including prompts, best practises, templates and more—keep reading for details.
Whether you're a marketer looking to speed up your workflow, or a founder keen on making your website work harder, this session will definitely give you a few ‘lightbulb’ moments.
Here’s a sneak peek into what Corey shared:
Setting up AI for success: “Teach it what great copy looks like”
Corey kicked things off with a good reminder: AI doesn’t inherently “know” what good copy is. So when he’s using it to help write copy, he starts by outlining key writing principles. Instead of relying on the AI to generate effective language, he gives it examples of good writing that are tailored to the project. Without this step, the AI tends to use bland or ineffective language, especially if you’re working with descriptions that are jargon-heavy or vague.
“You have to teach the AI to be a good copywriter. If you don’t set up the AI for success, you’re setting yourself up for disappointment.”
He walked us through a Notion doc where he listed out the entire prompt he gives to ChatGPT before he starts writing. Some highlights from the prompt include:
- Avoid jargon, adverbs, and qualifiers. He tells the AI the copy should be sharp and straightforward. Instead of phrases like “revolutionize digital transformation” (yuck), he asks for clean, specific language that’s easy for users to understand.
- Stay direct and use simple language. This rule keeps AI outputs clean and easy to digest, especially for SaaS companies with complex offerings.
- Limit sensational language. Hyperbole, exclamation marks and overly enthusiastic language are all dead giveaways that text has been written by AI. So Corey instructs the AI to keep this to a minimum and emphasizes a confident, understated tone instead.
Corey kindly shared the full prompt he uses with us. If you’re a Ben’s Bites Pro member, you can copy Corey’s full prompt from the doc linked in the workshop recording.
Corey’s AI-powered workflow, step by step
Once he’s briefed ChatGPT on “good” copywriting, Corey gets into the nitty-gritty of his workflow.
High-converting landing page structure
He uses a page template that he’s refined through years of testing and iterating across SaaS landing pages (the whole template is also linked in the workshop recording). For any company looking to implement conversion-driven copy, Corey’s recommended layout is a great place to start.
In the workshop, Corey fed the structure into ChatGPT—along with examples from other landing pages he’s written—and instructed it to keep the structure in mind to use later on.
Client-specific copy guidelines
Next, Corey gave ChatGPT a copy of the “copy guidelines” doc he prepares for every client. This doc gives all the right context on a company and product etc so that the content ChatGPT generates will be fully aligned with the client’s brand, audience, and unique value.
Voice of the customer
Something else Corey does for every client is gathering user reviews, testimonials, and even G2 or App Store comments to capture how real customers speak about the product. He feeds these into ChatGPT, to make sure the AI-generated copy would resonate more naturally with target users.
“Oftentimes, customers describe your product better than you do. So by using their language, we’re able to make the copy feel familiar and relatable.”
Drafting the first version of the landing page copy
Up to this point, Corey now had locked in with ChatGPT the copywriting best practises, the landing page structure, copy guidelines, and the voice of the customer. With all the groundwork in place, Corey asked ChatGPT to draft the first version of the landing page, using a nuanced prompt to steer the AI in the right direction and keep it on track.
Did it work? I was really keen to know if it would. And I have to say, the first draft was pretty decent. What was especially refreshing to see was that the copy ChatGPT generated didn’t sound like ChatGPT. You know that generic drivel it usually spits out. This landing page copy had very little of that. It was pretty impressive.
Reviewing and editing: Bringing the copy to life
Once the AI delivered the first draft, Corey moved into the editing phase. His process here involved refining language, adding metaphors or analogies where they’d enhance the message, and making the copy even more direct and punchy. He reviewed each section to ensure it flowed smoothly, checking for consistency in tone and messaging.
“This is where you really bring the copy to life. The AI does a lot of the heavy lifting, but that final human touch is what makes the difference.”
This final pass allowed Corey to give the AI-generated content a polished, human touch, resulting in a copy that felt authentic, persuasive, and ready to convert.
Wrapping it up
Corey’s workshop is one not to miss if you want to level up your copywriting and create landing pages that actually convert, in half the time. You can watch the full session (available to Pro Ben’s Bites members) here:
Liked this post? You may be interested in these: