Build a problem-solution landing page
Use this playbook when the visitor arrives with a specific problem, frustration, or job-to-be-done and needs to understand why your product is a relevant solution. This is often a stronger choice than an advertorial when the problem is already understood and the visitor does not need a long editorial argument.When to use it
Good fits include:- Google or paid-social traffic around one clear problem
- a product with several use cases, where this campaign focuses on one
- audience-specific pain points
- a product that needs brief mechanism education but not a full category lesson
- campaigns where relevance matters more than storytelling
Step 1: define the problem narrowly
Avoid broad problems such as “I want to feel better.” Use the real campaign context.Step 2: use a simple conversion story
A useful structure is:- Problem-matched hero — show immediate relevance.
- Recognition — describe the situation accurately.
- What matters in a solution — teach the criteria without overcomplicating.
- Product fit — show how the approved product characteristics address those criteria.
- Proof — support the key claims.
- Purchase decision — make the product and next step clear.
- FAQ — resolve remaining objections.
Copy-ready Jurni prompt
Step 3: distinguish empathy from exaggeration
Recognition copy should make the visitor feel understood, not frightened or manipulated. Prefer specific everyday friction over dramatic statements that are unsupported. Better: “You remember your routine in the morning, then forget it once the workday starts.” Weaker: “Your entire day is being ruined by…” Use the audience’s real language when available from research or customer conversations.Step 4: teach decision criteria before product claims
A powerful problem-solution pattern is:“If you are trying to solve X, look for A, B, and C.”Then show how your product fits those approved criteria. This makes the product explanation feel useful rather than self-congratulatory. Example:
Step 5: keep proof specific to the problem
A five-star review saying “love it!” adds less to a problem-specific page than an approved customer quote directly related to the campaign’s use case. Use proof that answers:- does the product fit this use case?
- is the claim credible?
- is the product easy to use in this context?
- can I trust the purchase?
Step 6: know when the product should appear
For highly aware traffic, introduce the product early. For less aware traffic, one short problem/criteria section may create useful context first. Do not hide the product until the bottom just because “storytelling converts.” That is a hypothesis, not a rule.Step 7: review for benefit drift
What good looks like
The visitor should feel that the page is specifically about the problem they clicked to solve. The product should enter as a logical answer, with enough proof to earn the next action. The page should not read like a full catalog of everything the product can do.Common mistakes
Problem too broad. The page loses campaign specificity. Over-dramatizing pain. This can damage trust and create unsupported claims. Introducing product without criteria. The page jumps from “you have a problem” to “buy ours” without explaining fit. Using unrelated proof. Keep proof connected to the decision. Too much education for high-intent traffic. Match page depth to awareness.What to test next
- problem-first versus product-first hero
- criteria section before product versus after
- one core proof point above fold versus later
- short direct path versus a longer educational path