made by ThisIsCopy

See any landing page the way a conversion copywriter does.

Pick a page type, flip the lenses, and watch what good pages get right, and what weak ones miss.

On this pageToggle lensesSee examplesCompare pagesBefore/after rewritesRun the checklist
The Front Door

Homepage / Standard

Not technically a landing page. It serves everyone and keeps its nav, so it rarely has a single goal. But it's where most of your traffic actually lands, and the same lenses read it. Start here, then move to true landing pages.

When to use it. Your main URL. Cold and warm traffic, multiple awareness levels.

Lenses
Anatomy. Every page is a stack of blocks. Learn to see the stack: nav, hero, proof, CTA, features, CTA, footer.

Strong homepage. Disciplined message and proof. · 7 strong · 0 weak

Navbar
ProductsSolutionsDevelopersResourcesPricingSign inContact sales
Hero
Financial infrastructure to grow your revenue
Join the millions of companies that use Stripe to accept payments online and in person, embed financial services, power custom revenue models, and build a more profitable business.
Start now
Anatomy
Good
Pitch in one screen
Headline, subhead, dual CTA, product visual — all above the fold.
Social Proof
OpenAIAmazonGoogleAnthropicShopifyMarriott
CTA
Start now
Features & Objections
A fully integrated suite of financial and payments products
Payments — Online paymentsBilling — Subscriptions & invoicingConnect — Payments for platformsTerminal — In-person paymentsRadar — Fraud prevention
Repeat CTA
Start now
Footer
ProductsUse casesDevelopersResourcesCompany
Before / After

Click a card to flip from the weak version to the rewrite. Lens color shows which lens it sharpens.

Why. The after names what you get, not what the company is.· Piktochart (real A/B)
Why. A call to value tells you what's on the other side of the click.· illustrative
Why. Says what they get and kills the fear at the click.· illustrative
Why. The after speaks to a problem aware visitor, not a category they already know.· illustrative
Why. Trade adjectives for a concrete, ownable outcome.· Attio (before is real)
Why. Drop the superlative and the buzzword. Name the pain.· monday (before is real)
Compare

Pick a preset to view two examples side by side under the same active lens.

Examples
The Checklist

Audit your page against 77 checks.

Every item is something you can answer by looking. Tick what your page already does. What's left is the work.

You passed 0 of 77 checks.
Structure
Above the fold
Traffic & message match
Headline
Subhead
Positioning & voice
Visual
Buttons
Forms
Offer
Social proof
Objections
Exits & flow
Technical
Your audit
You passed 0 of 77 checks.
Anatomy
0/6
Fold
0/6
Awareness
0/5
Message
0/20
CTA
0/15
Trust
0/12
Friction
0/8
Chat with Ben WatkinsSeeing the gaps is free. Closing them is the work.
🔒
The one you can't answer by looking
What was going on in your customer's life the moment they landed here?

Every check above, you answer by looking at your page. This one takes real customer research. That's where the work begins.

Chat with Ben Watkins