From AI prompts to high-converting copy: Building a landing page that works

How to use ChatGPT to structure, refine, and create landing page copy that drives action.

We've defined your audience, analyzed competitors, and chosen frameworks. Now we build.

If you haven't yet defined your audience, conducted competitor analysis, or created your advertising framework, pause now and revisit these earlier steps in my previous articles. Without them, your landing page is a shot in the dark instead of a targeted conversion tool.

The critical role of your landing page

A landing page isn't just where visitors land after an ad click. It's where their interest either turns into action or evaporates.

According to Firework.com, well-optimized landing pages can increase conversions by up to 220% compared to generic web pages. Yet, data from Unbounce reveals that the average conversion rate across landing pages is only 4.02%. This gap demonstrates significant room for improvement.

Most landing pages underperform because they:

• Lack of clear structure, confusing visitors.

• Feature weak or unfocused messaging that doesn't clearly communicate value.

• Present either too much content, overwhelming visitors, or too little, leaving them unconvinced.

Your landing page must be precisely structured. Every headline, paragraph, and call-to-action should purposefully guide visitors toward a single, clear outcome: converting.

How this fits into the series

This article isn't an isolated piece; it's built on a clear foundation we established in previous articles. By this point, you've already:

• Learned how to craft effective prompts to leverage structured insights from ChatGPT.

• Conducted detailed audience research to create resonant, persuasive messaging.

• Identified competitive gaps and opportunities through careful analysis.

• Created an advertising framework that aligns each marketing decision with your desired positioning and audience expectations.

Your landing page isn’t step one. It’s the final test of everything you’ve built so far. Get it wrong, and the whole system cracks. Revisit earlier articles. Everything I've done previously leads directly to this point. Skipping the earlier steps is like showing up to a fight with no training. You might land a lucky punch, but odds are, you’re getting knocked out. Now, we turn your hard-earned insights into tangible results.

This article isn’t about slapping words on a page and calling it copy. It’s about using ChatGPT as a tool to generate, refine, and optimize content until you have a landing page that isn’t just functional, but effective.

• First, we’ll generate a landing page structure based on previous research.

• Then, we’ll refine it, adapting sections for clarity, persuasion, and conversion focus.

• Finally, we’ll generate and iterate on the copy, improving each section until it’s right.

Building the Landing Page: The first step in implementation

A landing page isn't guesswork, it's a direct reflection of everything you've learned so far. The layout, messaging, and flow should clearly align with your audience insights, competitor positioning, and the unique strength of your offer.

Think of it this way: you're not asking ChatGPT to invent something from thin air. You're giving it the ingredients you've already prepared—audience analysis, competitive insights, tested advertising frameworks and instructing it to assemble these into a structured, persuasive page that guides visitors toward a clear action.

To achieve this, your first prompt shouldn't request a generic landing page template. Instead, it explicitly instructs ChatGPT to build on prior steps:

"As a Performance Marketing Manager, your objective will be to prepare a new structure and copy for my landing page.
For context, consider the results of the following previous steps:
- Target group analysis
- Competitor analysis
- Best practices analysis
- Developed advertising framework

Before proceeding, explain your understanding of the context and the approach you plan to take.
Also, feel free to ask me any questions to deepen your understanding."

Breaking down the prompt

This isn't simply an instruction to create a landing page; it's a structured method that ensures:

• Clear role definition:
  Assigning ChatGPT the role of "Performance Marketing Manager" guarantees it prioritizes converting visitors rather than creating generic web copy.

• Contextual understanding:
  By explicitly referencing audience insights, competitor findings, and proven methods, ChatGPT builds directly on existing knowledge instead of guessing.

• Early alignment check:
  Asking ChatGPT to confirm its understanding and approach upfront allows you to catch misalignments before content generation. No wasted effort, no major rewrites.

Instead of "prompt, generate, then fix," you're confirming alignment first, making your landing page creation efficient, accurate, and conversion-focused.

Aligning ChatGPT’s understanding before creating the landing page

Once ChatGPT has the prompt, we don't rush to generate content. Instead, we pause and ensure it clearly understands the task and the context. This quick checkpoint prevents wasted effort on misaligned or irrelevant outputs.

A good response from ChatGPT should:

• Acknowledge the full context – Pulling insights from audience research, competitor analysis, and the advertising framework.

• Outline a structured approach – Explaining how it will tackle both structure and copywriting.

• Ask relevant questions – Spotting gaps in information before execution.

By reviewing ChatGPT’s interpretation of the task, we ensure that the AI isn’t just generating any landing page, it’s producing one that fits the exact strategy we’ve built so far.

Here's how ChatGPT summarized its understanding and proposed approach (original ChatGPT response, unchanged):

Understanding of the Context & Approach:

Context:
Your goal is to prepare a new structure and copy for a landing page designed to convert traffic into leads for your health insurance comparator. The process will be guided by the insights gathered from:

1. Target Group Analysis: Understanding key audience segments, including women aged 30–45 with kids and men aged 35–50. Insights cover their lifestyle, decision-making behaviors, pain points, and communication preferences.

2. Competitor Analysis: Reviewing strategies from direct competitors and health insurance providers, identifying their messaging, emotional appeal, and value-driven CTAs.

3. Best Practices Analysis: Integrating award-winning advertising strategies that focus on family-oriented services, transparency, and trust-building digital solutions.

4. Developed Advertising Framework: Combining principles from Alex Hormozi (compelling offers), David Ogilvy (clarity and trust), Bill Bernbach (emotional connection), and performance marketing practices.

Approach:

1. Structure Creation:

• Design a clear, logical layout that guides users through the decision-making process with minimal friction.

• Prioritize scannable content, engaging headlines, bullet points, and strong CTAs placed at key decision points.

2. Copywriting:

• Use simple, action-oriented language that speaks directly to the audience's pain points and offers clear solutions.

• Implement persuasive storytelling where applicable to create emotional engagement while maintaining transparency.

• Optimize for SEO by integrating relevant keywords naturally, focusing on terms related to family health insurance and personalized comparisons.

3. Visual Integration:

• Recommend visuals that reinforce trust (e.g., testimonials, partner logos) and depict family well-being to build emotional connection.

Questions to Clarify:

1. Is the primary goal lead generation, or should the page also prioritize educating visitors?

2. Do you want the structure to emphasize testimonials and social proof prominently?

3. What tone do you prefer—professional, friendly, or a mix of both?
   Once confirmed, I will move forward with creating the landing page structure and copy. Let me know!

Evaluating ChatGPT’s response: Are we on the same page?

We’ve spent four articles setting this up—audience research, competitor breakdowns, and an ad framework. Now, it pays off. ChatGPT isn’t pulling generic landing page templates or regurgitating marketing clichés. Instead, it’s working with our strategy, our insights, and our positioning.

Here’s what it gets right:

• It acknowledges all key components—audience analysis, competitor research, and best practices aren’t just thrown in as an afterthought, they guide the approach.

• It structures its method logically—from layout to messaging, it’s taking a conversion-first approach rather than just dumping AI-generated copy.

• It asks the right questions—instead of assuming everything is clear, it’s double-checking critical aspects before execution.

This is exactly why we took the time to refine our prompts in previous articles—so that at this stage, AI is already working within the right parameters. We’re not asking it to "generate a landing page"; we’re giving it the context, strategy, and expectations to generate something aligned from the start.

With alignment confirmed, you're ready to prompt ChatGPT to produce the detailed landing page structure.

Generating the landing page structure

With ChatGPT clearly aligned, we move on to generating the landing page structure itself. The goal here isn't final copy—it's creating a well-defined outline that logically guides visitors toward conversion.

We prompt ChatGPT specifically to produce the landing page layout, based explicitly on previously confirmed context.

Here’s what ChatGPT generated in response to the above prompt (original response, unchanged):

ChatGPT Response:

Thank you for confirming! Here’s the new landing page structure designed for lead generation with a mix of professional and friendly tone, emphasizing clear messaging, easy navigation, and high-converting elements:

1. Hero Section (First Screen)
Objective: Grab attention, establish value, and encourage immediate action.

• Headline: “Find the Perfect Health Insurance for Your Family – Fast, Easy, Personalized.”

• Subheading: “Compare top-rated plans, get expert advice, and protect what matters most.”

• Call-to-Action (CTA): “Get My Free Quote” (button linked to the lead capture form).

• Visuals: Friendly family image and trusted partner logos to establish credibility.

2. Why Choose Us?
Objective: Build trust and differentiate from competitors.

• Headline: “Why Thousands of Families Trust Us”

• Content:
  • Personalized Guidance – Tailored recommendations for your specific needs.
  • Top Providers in One Place – Compare plans from trusted companies.
  • Simple & Transparent – Clear pricing and no hidden surprises.

• Visual: Simple icons for each benefit for quick scanning.

3. How It Works
Objective: Simplify the process and reduce friction.

• Headline: “Three Simple Steps to Get Covered”
  • Step 1: Enter your details to find options tailored to you.
  • Step 2: Compare health insurance plans side by side.
  • Step 3: Choose the best plan with expert help.

• CTA: “Start Comparing Now”

3. Partner Showcase & Form
Objective: Build credibility and capture leads.

• Headline: “We Work with the Best Providers”

• Logos: Display logos of partner insurance companies (Sanitas, DKV, Adeslas, etc.).

• Lead Capture Form: Name, Email, Phone, Insurance Preferences

• Form CTA: “Get Personalized Advice”

3. Testimonials & Social Proof
Objective: Reinforce trust through positive experiences.

• Headline: “What Our Customers Say”

• Testimonial 1: “The personalized advice was a game-changer for our family.” – Ana G.

• Testimonial 2: “I saved both time and money thanks to their help.” – Carlos R.

4. Frequently Asked Questions (FAQs)
Objective: Address common concerns and remove hesitation.

• Headline: “Your Questions, Answered”

• FAQs:
  • Q1: How do I find the right plan for my family?
  A: Our experts guide you to the perfect policy based on your needs.
  • Q2: Is this service free?
  A: Yes, it’s 100% free to compare and get personalized advice.
  • Q3: How quickly can I get covered?
  A: Coverage depends on the provider but can often start within days.

4. Final CTA Section
Objective: Reinforce urgency and encourage action.

• Headline: “Start Protecting Your Family Today”

• Subheading: “Get personalized advice and compare the best plans now.”

• CTA: “Compare Plans & Get Covered”

This structure provides a strong balance between emotional appeal and rational information, focusing on lead generation while keeping the user experience simple and engaging. Shall we move forward with writing the full copy for each section?*

At this stage, you're not evaluating specific wording or copy details yet, you're ensuring the proposed structure clearly aligns with your audience insights, competitive positioning, best practices, and the frameworks you defined.

You’re verifying that the structure is optimized for a logical, persuasive flow toward conversion.

In the next steps, you'll refine each section's content, ensuring every word aligns with your strategic goals and audience needs.

Why this is a strong starting point

ChatGPT effectively translated our previous work into a clear, structured landing page outline. Here's why this initial structure is already strong:

• Benefit-driven sections:
  The Hero section immediately captures attention, clearly states the offer's value, and sets up a compelling initial call to action. This structure avoids generic openings and immediately focuses visitors on what's in it for them.

• Logical progression:
  The layout follows a clear path: grabbing attention, building credibility, simplifying the offer, addressing objections, and finally reinforcing urgency. This approach mirrors a proven visitor decision-making flow, maximizing conversion potential.

• Integrated trust elements:
  Testimonials, FAQs, and recognizable partner logos are strategically included to build credibility. Social proof elements are not just tacked on, they’re integrated throughout to reinforce trust at critical decision points.

This clarity didn't happen by chance. It resulted directly from previous insights: audience research, competitor differentiation, and our selected advertising frameworks. By carefully aligning these elements before writing a single line of copy, we ensure every part of the landing page works together toward a single objective: converting visitors into leads.

Locking in the structure before writing

Before generating detailed content, pause and finalize the landing page structure. At this stage, you're not focused on copy details, you're making sure the framework is precisely aligned with your audience insights, competitor differentiation, advertising approach, and personal preferences.

Here's specifically what to verify:

• Optimal order of sections:
  Does the layout match how your audience thinks and decides? Should testimonials appear earlier to build immediate trust, or later to reinforce credibility? Is the call to action placed strongly enough upfront?

• Completeness:
  Ensure every important element is included addressing objections clearly, highlighting benefits effectively, and removing friction from decision-making.

• Alignment with context and frameworks:
  Confirm the landing page clearly reflects your audience research, competitor analysis, proven advertising methods, and your own stylistic preferences.

Taking time here ensures you don't need to restructure later. Small adjustments like moving testimonials earlier can significantly impact conversions. Skipping this step risks misalignment, leading to unnecessary reworks and lower overall effectiveness.

Once you've solidified the structure, you're ready to guide ChatGPT through creating detailed, persuasive content section by section.

Generating copy for each section (Step by step)

With your structure confirmed, it's time to produce the actual content. At this point, resist the temptation to prompt ChatGPT for the entire landing page in one go.

Why you should break tasks into smaller prompts

Ever tried stuffing an entire pizza into your mouth at once? That’s how ChatGPT handles generating long outputs—it chokes. Instead, slice it up into manageable pieces. When generating long-form content with ChatGPT, there's a limit (known as a 'token limit') to how much the AI can handle effectively in a single response. Asking it to generate too much content at once often leads to:

• Incomplete outputs: The AI might cut off midway, leaving sections unfinished.

• Rushed content: It may skim over critical details to fit within the constraints, reducing the quality.

• Loss of focus: Extended prompts can cause the AI to lose sight of earlier context, diluting the effectiveness of your messaging.

The fix? Stop treating ChatGPT like a factory line. Break down each task, and you’ll get better results. Each prompt can then be specific, detailed, and contextually aligned, resulting in higher-quality, focused content.

In fact, I explain this exact approach in detail in another article, where I discuss how to effectively manage token constraints when working with AI. Breaking your requests into smaller, manageable pieces ensures that every section of your landing page gets the attention it deserves.

How to apply this practically:

Begin clearly, referencing your confirmed structure and previous context explicitly. For example:

Prompt:
"We will start producing the landing page content. Let's proceed section by section. Write the copy in Spanish, clearly reflecting all previous context: our target group analysis, competitor positioning, best practices, and advertising frameworks. Start with section 1."

After ChatGPT generates the first section, evaluate it carefully:

• Is it clear and benefit-focused?

• Does it align precisely with your audience's insights and established frameworks?

• Is it tailored specifically to your defined audience?

As you proceed, continue guiding ChatGPT clearly for each new section. Provide focused prompts when additional detail or refinement is needed, such as:

Prompt:
"In each bullet point, expand slightly, providing 2 to 3 sentences maximum. Take this opportunity to add more context and clearly address audience needs."

For sections like FAQs, encourage deeper handling of potential objections:

Prompt:
"In the FAQ section, apply Alex Hormozi's frameworks heavily to address objections persuasively. Tailor each question and answer specifically to our audience segments. You may include up to 10 questions."

Using this section-by-section approach maximizes both the AI’s capabilities and the quality of your landing page content, ensuring clarity, consistency, and conversion effectiveness.

Reviewing & polishing the full landing page copy

Once each landing page section has been individually created, refined, and aligned with your audience and objectives, it's time for the final polish.

This last step is crucial: assembling all sections into one cohesive document and ensuring they work seamlessly together. At this stage, your goal is to:

• Ensure tone and style consistency:
  Verify that all sections reflect the same voice, style, and overall messaging approach.

• Confirm logical flow and transitions:
  Check if sections lead naturally into each other, clearly guiding the visitor toward your desired action.

• Strengthen clarity and persuasiveness:
  Look for areas where explanations could be clearer, benefits sharper, or calls-to-action more compelling.

Solving the final challenges: Managing AI token constraints

There's a challenge when generating detailed, long-form content with AI: the token limit. As explained previously, if ChatGPT tries to generate too much content at once, outputs become incomplete, unfocused, or superficial.

That's why we generated the landing page section-by-section. But this incremental approach has a potential side-effect: slight inconsistencies in tone or style between sections, since each was created separately.

To address this final challenge, assemble all the separately generated sections into one complete document. Then, prompt ChatGPT specifically to smooth out inconsistencies and strengthen overall cohesion:

Final Refinement Prompt:
"Here’s my complete landing page draft. Review and improve the overall flow, ensure consistent tone and voice, and make transitions between sections seamless. Strengthen messaging to be clear, persuasive, and optimized for conversions. Identify sections that need clearer explanations or stronger calls-to-action and suggest specific improvements. Do not produce the content in one response; instead, divide your feedback section-by-section to ensure no detail is omitted or truncated."

Why this step matters

This final refinement isn’t optional, it’s what separates a Frankenstein patchwork from a seamless, high-converting page.

By clearly instructing ChatGPT to review and refine the entire document systematically, you ensure:

• Complete coverage of each section without content truncation.

• Cohesive style and tone throughout the landing page.

• Maximum clarity, persuasiveness, and conversion potential.

This step takes the content you've generated from good to outstanding making every part of your landing page clearly aligned with your marketing objectives and audience expectations.

Conclusion: From AI-generated copy to a landing page that converts

A high-converting landing page doesn't happen by accident. It isn't generated from a generic prompt or built on guesswork. It's the direct outcome of structured preparation, precise prompts, careful analysis, and iterative refinement.

In this article, I've broken down exactly how to leverage ChatGPT to build a landing page that works. From setting clear roles and context to structuring your page based on detailed insights, and finally crafting persuasive, consistent copy. Each step was deliberate and interconnected.

Now it's your turn.

You wouldn’t practice shadowboxing forever, you have to step into the ring. Take your landing page draft, put these prompts to work, and start testing in the real world. No more theory—time for action. Run them, tweak them, refine them. Don’t wait. Don't just read, experiment and see if implementations improve your landing page's performance.

I'd love to hear about your experience. What challenges did you face? Which step made the biggest difference? Let me know your thoughts and results. Your feedback helps refine these methods further.

Next, we'll dive even deeper, exploring how to create and optimize ad creatives to drive high-quality traffic to the landing page you've just built.