In this article
When you write a landing page, you’re not writing for one person. You’re writing for a room full of people — each with a different reason for being there, a different question they need answered, and a different threshold for taking action.
Most teams know this in theory. In practice, the page ends up written for the person who’s already sold.
Quick reference: the six types at a glance
| Buyer type | Primary question | What builds trust | Common friction |
|---|---|---|---|
| Economic buyer | Is this worth the risk? | Credibility, ROI evidence, named references | Vague pricing, no social proof |
| Technical evaluator | Does this actually work? | Integration details, security docs, implementation clarity | Marketing language where specs should be |
| High-intent prospect | What do I do next? | Clear CTA, fast path to action | Long forms, buried next steps |
| End user | Will this make my job easier? | UI previews, day-to-day use cases | Enterprise-speak, feature lists without context |
| Sceptic | What’s the catch? | Named case studies with numbers, honest limitations | Superlatives without evidence |
| Competitor-aware evaluator | Why you over the others? | Sharp differentiation, honest comparison | Generic “best in class” claims |
The six types your page needs to work for
The economic buyer
This person controls the budget. They’re not evaluating your product feature by feature — they’re deciding whether the risk of buying is lower than the risk of not buying. They need to see credibility, urgency, and a clear sense of what “good” looks like on the other side.
What trips them up: vague ROI claims, no social proof from organisations like theirs, pricing that feels opaque.
The technical evaluator
They’ve been asked to check whether this thing actually works. They’re looking for implementation details, integration information, security posture, and anything that signals operational risk. They read footnotes.
What trips them up: marketing language where technical specs should be, missing documentation links, no mention of how setup works.
The high-intent prospect
They’ve done the research. They’re ready to move. They just need a clear, low-friction path to the next step. Every extra word between them and the CTA is a reason to hesitate.
What trips them up: CTAs that lead to demo request forms instead of immediate next steps, unclear onboarding expectations, pricing buried behind “contact us”.
The end user
They’re not making the buying decision, but they’ll have to live with it. They’re asking: will this make my day easier or harder? Does it look like something I could actually use?
What trips them up: enterprise-speak, feature lists without context, no sense of the day-to-day experience.
The sceptic
They’ve been burned before. They’re looking for the catch. Every claim you make, they’re asking: is that actually true? They need specific, verifiable proof — not testimonials, but case studies with numbers, data, and named examples.
“The most powerful platform” tells the sceptic nothing. A named customer, a specific metric, and a before/after comparison tells them everything.
What trips them up: superlatives without evidence, testimonials from unrecognisable names, vague differentiation.
The competitor-aware evaluator
They’ve already shortlisted three options. They’re not reading your page cold — they’re comparing it to what they’ve already seen elsewhere. Your positioning needs to give them a reason to prefer you that isn’t just “we’re better.”
What trips them up: generic positioning that could describe any competitor, no acknowledgement of alternatives, missing the one specific thing that makes you the right choice for their situation.
Why one page has to work for all six
You can’t send different pages to different buyer types — not for most campaigns. You’re working with one URL, one set of copy, one CTA.
That means your page needs to do a lot of work. It needs to lead with a headline that doesn’t lose the economic buyer while keeping the technical evaluator reading. It needs proof that satisfies the sceptic without boring the high-intent prospect.
That’s exactly what Buyer Clone is for.