Disclaimer: I'm not your go-to landing page guru, so please take with a pinch of salt. These are my own thoughts.
I was reviewing several landing pages recently and made some observations. Some of them include:
I was called out on the latter point by somebody too! On my landing page, I didn't focus on the specific target segment enough. But I also didn't focus enough on something else: target emotions.
When a user arrives on your site, they're looking to solve a problem. (JTBD framework might sound familiar, for product managers here.) One aspect of solving their problem is whether your product will meet their functional needs: what are the features exactly that will help solve the problem? But another (often forgotten) aspect is whether you meet their emotional needs:
These are just some examples. But the main point is that people buy to solve a problem and (also!) meet some emotional need. I feel hypothesising the target emotions is just as important as identifying your target audience. My 2 cents!
Originally posted on Landing Page Feedback but thought maybe it fits more under general self-growth.