Happy Sunday!

If you're reading this, I hope you've stayed hydrated, you got outside at some point this weekend, and you have a product in mind that deserves a better page than the one it has.

A few weeks ago at the Ecom Founders Q4 Summit, I closed out my talk by building a landing page from a product brief. I promised you'd hear more about it, and a few of you have asked about the skill I handed to the room.

For six years at Sharma Brands and two more running HOOX, getting a landing page built meant briefing a team and waiting three to six weeks for something I immediately wanted to change. By the time we'd done a second round, the ad angle that inspired the page had already fatigued. Trying a new angle sometimes meant starting the whole process over. Then a few years back I started sketching page wireframes in ChatGPT with keyboard characters, which was ridiculous and also the first time I could see a page before anyone built it.

Now I can go from an idea to a live page in an afternoon. But the part that gets skipped in every "I built this with AI" post is that the tool isn't the interesting part. The decisions are: which customer, which angle, what the first screen has to do, and what gets cut. AI makes those decisions cheap to act on. It doesn't make them for you.

So today I'll walk you through the page I built and the decisions behind it. Then I'll give you the skill so you can run the same process on your own product this week. Let's get into it. But first...

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The ad gets the click. The page has to earn the sale.

Someone clicks your ad because one idea landed. They are not a customer yet. They are a stranger with a reason to look closer, and the page is where they decide whether that reason holds up.

That's why I build pages around angles instead of products. When you find an angle people respond to, you build a page that continues the exact conversation the ad started. Grüns does this well: the page a runner lands on and the page someone worried about their skin lands on are selling the same gummy, but they open differently and prove different things. IM8 does the same for busy moms and for women in menopause.

The format follows from the angle. If you're acquiring customers year-round, that might be a listicle or a founder letter, or a page built for the Google searcher who already knows what they want. If you're focused on Q4, it might be a Black Friday page or an early-access page for your list. Either way the job is the same: get someone who doesn't know you to checkout faster than your homepage ever will.

The page I built on stage

The product was Love Wellness’s Bye Bye Bloat, and the goal was pushing people into a 30-day subscription.

The angle came from a customer, not a meeting. I started with a Reddit post in r/ibs where a woman described what changed for her after taking the product. The detail that stuck out had nothing to do with the ingredients. It was about getting dressed, and how her jeans fit by the afternoon. That became the persona and the angle for the whole page. If you want to know how a stranger talks about your product, go read where strangers talk about it.

I showed the slop version first, on purpose. Before my page, I put up an AI-built page for the same product that had been floating around. Generic imagery, a wall of benefits, a buy button. Technically a landing page. It read like a brochure. This is what you get when you hand an AI a product URL and say "make me a landing page." The output is only as specific as the brief.

The first screen had to do one job. Almost all the real work happened between my version two and version three, and it was first-screen decisions. A lifestyle photo with the bottle tucked in a corner became an official product shot with the bottle and capsules together, because a stranger needs to see what they're buying before they read about it. The price and subscription terms that sat above the button moved down to the offer section, and a verified customer quote took their place next to the product. The button went from "Add subscription to cart" to "Find your bloat routine." None of that is a measured result. What changed is that the first screen stopped asking for a commitment and started inviting someone to keep reading, which is what the ad had set them up to do.

What I cut. Every version wanted to add a section. The page got better by taking them out: anything that repeated a point, anything that answered a question nobody arriving from that ad would have. A page that answers eight questions badly loses to one that answers five well.

The finished page lives on the resource page I'll link below, next to a listicle and an advertorial version of the same product, so you can see how one angle flexes across three formats.

The five questions every page has to answer

In the talk I shared the five questions I check every landing page against. They started as a tweet and they haven't changed since.

1. What are you selling?

2. Why should I care?

3. How fast can I get it?

4. How will it make my life better?

5. How does this compare to other products on the market?

Use these to review a page, not to outline it, because they don't all need to become section headlines. "Why should I care" might be answered by the customer quote in the hero. "How does this compare" might be a demonstration rather than a table. On the Bye Bye Bloat page, "how will it make my life better" was answered by the jeans story before any ingredient got a mention, because that was the question the ad had opened.

There are a lot of ways to answer each one. In the talk I walked through 29 different page modules, everything from announcement bars and benefit strips to comparison tables and cost-per-use math. You don't need most of them on any single page. You need the handful that answer the questions your specific visitor is asking.

How I actually build a page

Whether I'm building the page myself or briefing someone else, the order is the same. Start with the product and the person you're going after, and get specific about the problem you're solving for them. Then gather the evidence for how the product solves that problem: studies, reviews, demonstrations, whatever you can actually support. Next, understand why people were let down by the other things they tried, because that gap is usually your opening. From there, land on the angle, the one line that explains why this person wants this product. The sections come last. Each module exists to move someone one step closer to that punchline.

Most teams do this backwards. They open the page builder, drop in the sections they've seen on other sites, and then try to write copy that justifies them. That's how you end up with a page that has a comparison table and no reason for anyone to compare.

If that's too complicated, start with your reviews

When I'm working with a brand that doesn't have time for the full process, I give them one of two shortcuts.

The first is the review tally. Pull your last few hundred reviews, write down the specific thing each person praises, and count. When I sketched this out for a Caraway coffee maker in the talk, the themes were easy cleanup, coffee quality, simpler mornings, how it looks on the counter, and the materials the coffee actually touches on its way to the cup. Sort those by frequency and you have a "5 reasons" listicle, with each reason backed by a product detail or a review you have permission to use. Your customers already wrote the outline... you just have to notice it.

The second is the challenger. Look at where you're sending the most paid traffic right now, usually a product page or your homepage, and build one page designed to beat it for that same traffic source. Don't change the audience and the page at the same time or you'll learn nothing. Same ad, same people, different destination. Whichever wins becomes the new incumbent, and you build the next challenger.

The rehearsal dinner

Before a page goes live, I do a dress rehearsal of the whole path, and I'd push you to do the same before any Q4 page gets traffic.

Pixels first: Google, Meta, TikTok, Snap, whichever platforms are sending people. Then measurement, so you can see what the page did and not just what the ad did. I use Workmagic for that, and Microsoft Clarity for heat maps and session recordings, which is where you learn which section people actually stop on and where they bail. Then buy from your own page, on your own phone, with your own card. Plenty of brands launch a landing page where checkout works beautifully on a desktop and breaks on the phone most of their traffic is actually on.

One more thing on setup: put the page on a subdomain of your main site, not a random hosted URL. Trust is part of the conversion, and a page at try.yourbrand.com is a very different signal from a page-builder URL.

Get the skill

A skill is a set of instructions your AI follows to do a specific job the way you want it done. This one gives Codex or Claude Code my landing-page process. It's the same thing I handed to everyone in the room at the Summit, and I want you to have it too.

You can grab the skill here. The password is q4.

What it does is force the decisions before any building happens. It asks for your product URL and the ad people will be clicking. It researches your brand and any customer sources it can reach (reviews, public conversations) and comes back with an angle before it writes a line of copy. Then it builds the page from a library of 29 modules, choosing the ones that fit the argument instead of stacking every section it knows. The first thing it asks for is a local preview, so you review the page before anything is published.

Setup is quick. Pick Codex or Claude Code on the site, copy the setup prompt, paste it into a project. Your AI installs the skill and asks what you want to build. You'll need a working account with one of those tools, and their normal usage charges still apply. The skill itself is free.

The resource page also has the four examples from the talk: a Caraway coffee listicle, plus the subscription, listicle and advertorial versions of Bye Bye Bloat. Study the differences before you build. That's the fastest way to see how the same five questions get answered in different formats.

That's all for this week

Pick one product. Find one customer sentence that explains why someone wants it, whether that's a review or a comment under your own ad. Then install the skill and build the page around that sentence this week. Put it next to the ad that'll send people there and ask someone outside your company whether the two sound like the same conversation.

When you build one, reply with the link. I'd love to see what you make, and if it's useful I'm happy to go deeper on any part of this process.

It's Sunday night, so I hope you plan to get a full 9 hours of sleep tonight and have an incredible week. Q4 is here... drink some water, get a walk in, call a friend, take care of yourself.

I'll see you next Sunday. Same time, same place.

Nik