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Landing Page Copy Variants Template

Generate headline, subheadline and CTA variants for A/B tests in Google Sheets with =GPT_TABLE() and =GPT(). Free AI template for landing page copywriting.

A/B tests die from weak variants: three headlines that say the same thing settle nothing. This template generates copy variants organized by persuasion angle, so each row is a distinct hypothesis you can actually learn from.

Step 1 — scaffold the variant table

Headers in A1:D1: Angle, Headline, Subheadline, CTA. Then in A2:

=GPT_TABLE("10 landing page copy variants for [your product and audience]. Each row uses a different persuasion angle: pain, benefit, social proof, urgency, curiosity, objection-handling. Headlines under 10 words, CTAs under 4 words.", A1:D1)

Step 2 — refine per row

Sharpen a headline while keeping its angle (E2):

=GPT("Rewrite this headline for [audience]. Keep the "&A2&" angle, make it more concrete. Return only the headline.", B2)

Guard lengths the same way as meta tags: =IF(LEN(B2)>65, GPT("Shorten to under 65 characters, keep the promise", B2), B2).

Step 3 — score before you test

Cheap pre-filter before spending traffic:

=GPT("Rate this headline+CTA pair 1-10 for clarity and specificity. Return the number, then a one-line reason.", B2&" — "&D2)

Variations

  • Framework runs: ask for all variants in a specific framework — “write each subheadline in PAS (problem, agitate, solve)” — to compare frameworks against each other.
  • Audience splits: duplicate the tab per segment and change one line in the prompt (“for founders” vs “for marketing teams”); the same angles read very differently per audience.
  • Full hero section: add a column with =GPT("Write a 25-word supporting paragraph under this headline.", B2) for complete above-the-fold copy per variant.

Get started

  1. Install GPT for Sheets from the Google Workspace Marketplace (free tier included, no API keys needed).
  2. Copy the template or paste the formulas into your own sheet.
  3. Drag the formula down your rows, then use Replace all GPT formulas with results in the sidebar.

Related: crafting the ideal landing page, meta tags template.

FAQ

How do I keep variants genuinely different?

Vary the persuasion angle, not the wording. The scaffold prompt assigns each row a different angle — pain, benefit, proof, urgency, curiosity — so you test hypotheses, not synonyms.

Can it match my current landing page voice?

Yes — paste your current hero copy into a cell and reference it in the prompt as the voice example, or add explicit tone rules (‘plain, no exclamation marks, sentence case’).

How many variants should I generate?

Generate 10-20, shortlist 2-3 per test. The sheet is for producing and comparing options fast — your testing tool decides the winner with real traffic.