My landing page looks AI-made and nobody signs up. What do I fix?

Page builders and writing tools make a decent first draft fast. The trouble is that a first draft aims at everyone, so it lands on safe, general words and a familiar layout. That is true whether a person or a tool wrote it.

Common signs, in our reading of many early pages rather than any measured study:

• a headline like "Unlock your potential" or "The future of work", which says no product and no person
• three icons with one-word benefits such as "Fast", "Simple", "Secure"
• abstract illustrations or stock photos where the product should be
• several buttons that all compete, such as "Get started", "Book a demo" and "Join the waitlist"
• testimonials, logos or numbers with nothing real behind them

We have no source showing that visitors spot AI writing and leave because of it, so we do not claim that. The safer reading is simpler: generic pages give a visitor no reason to care.

Your headline should name a person and an outcome. A useful test: could a competitor paste your headline onto their page without changing a word? If yes, it is too generic.

Here is an illustrative example, not a real product. "Smart scheduling for modern teams" fits a hundred tools. "Salon owners: stop losing bookings while you are mid-haircut" names who it is for and what changes. The line under it can say how, in one sentence. How to fix a product description that sounds robotic goes deeper on this.

Because a screenshot or short clip of the real thing answers "what is this?" faster than any sentence. Abstract art asks the visitor to imagine your product. In our reading, many will not bother.

Use a real screen from your product, cropped to the part that matters. If the product is not built yet, show the closest real thing you have, such as a rough prototype or a walkthrough of the steps.

One main action. Decide the single thing you want a visitor to do now, such as sign up, join the waitlist or book a call. Make that the only strong button, and repeat it lower down if the page is long.

In our view, every extra choice can give a visitor a reason to wait. If you need a second option, make it a plain text link.

Only proof you actually have. That might be a short quote from a real user who agreed to be named, or a real count of people using it. It can also be a plain line about who built it and why.

Never invent testimonials, logos or user numbers. If you have no proof yet, say what the product does honestly and leave the proof section out. An honest empty space beats a fake full one.

Cut any sentence a visitor could skip without missing a fact. Typical filler: "We are passionate about...", "Built with the latest technology", "Join thousands of happy users" when you do not have thousands. Each line you cut makes the remaining ones easier to read.

That is the strongest case against this advice. If very few people visit, no rewrite will create sign-ups. The missing fact is your numbers: how many people visited, and how many signed up. Launched and it's crickets: what's wrong shows how to tell a traffic problem from a page problem. If people visit and leave, fix the page. If nobody visits, fix how people find you first.

Copy Sharpener reads a piece of short copy, such as your headline, and gives one diagnosis of what is not working. Then it gives three rewrites from different angles, with one it recommends. If your line is already sharp, it says so. It works on words, not your layout or images.

Rewrite your headline to name one person and one outcome. Swap the top image for a real product screen. Remove every button but one. Then show the first screen to three people outside your field for five seconds and ask what the product does. If two of them cannot say, rewrite the headline again.