How to write a US landing page when your team is in Tallinn

The most common mistake I see is a translated home page. The words are English, but the page still answers European questions in a European order. A US landing page is a different page, written for one reader: an American buyer who has never heard of you and is comparing you with three local options.

Here's the outline I use.

1. A headline that names the buyer and the outcome

Lead with what they get, in their words, not your mission. Compare "Innovative modular solutions for sustainable living" with "Backyard studios, delivered and installed in 12 weeks." The second one tells a homeowner exactly what this is and whether it's for them. (Both are illustrations, not real companies.)

2. Proof directly under the headline

American customer logos, a US project, a review score, a certification mark. If you don't have US proof yet, use the strongest numbers you do have, such as installations, years or countries, and add US proof the moment you get it.

3. How buying works in the US

Spell out the steps: quote, order, lead time, delivery, installation, warranty, service. Say who does each one and where they are. Uncertainty about after-sales support is the biggest reason Americans hesitate with a foreign supplier.

4. Price, or a price range

"Contact us for pricing" works for enterprise software. For most physical products it sends buyers to a competitor who shows a number. A range is fine: "Most projects run $18,000 to $26,000 installed."

5. The objections, answered before they're asked

A short FAQ that covers the questions every US buyer has about a European supplier:

• Does it meet US codes and certifications?
• Who pays shipping and import duties?
• What happens if something breaks, and who fixes it?
• What time zone is support in?
• Can I pay in dollars?

6. One clear next step

One primary action, such as "Get a quote within 24 hours," and one lighter option, such as "Book a 15-minute call (U.S. morning hours)." Not five buttons. Not a generic contact form that asks for a company registry code.

How to write it

Write it in American English from the start. Translation carries over European sentence structure and modesty. American B2B copy is direct, specific and confident without superlatives. Cut "world-leading" and "best-in-class"; replace them with numbers.

Use photos that look like America. A sauna in a Finnish forest is beautiful; the same sauna in a Colorado backyard sells.

Have an American read it. Not to check grammar, but to tell you where it sounds foreign.

The technical basics

• Give it its own URL, such as /us, and link it clearly from the global site.
• Set the page language to en-US and add hreflang tags so Google shows it to US searchers.
• Track form submissions and calls separately, so you know what US traffic is worth.
• Check page speed from the US. A site hosted only in Europe can feel slow from California.

A good US landing page usually takes two to four weeks, most of it spent gathering proof and answers rather than designing. It's the single highest-return piece of US marketing most European companies can do.