Swipe files
Twenty swipe files for indie SaaS funnel elements.
One swipe file per element. Each one ships 12 named patterns with their formulas, concrete examples, and the structural reason the pattern works – mapped to Russell Brunson’s Hook / Story / Offer lens so you know which job the element is doing.
Swipe files hub TL;DR
TL;DR: Per-element pattern libraries with formulas, examples, common mistakes, and Brunson lens mapping. Built for post-launch indie SaaS founders rewriting their live pages.
- Cluster
- Indie SaaS funnel element patterns
- Count
- 20 swipe files, 240 named patterns total
- Intent
- Per-element pattern libraries with formulas, examples, common mistakes, and Brunson lens mapping. Built for post-launch indie SaaS founders rewriting their live pages.
- Schema
- CollectionPage + ItemList; per-detail Article + ItemList + FAQPage + BreadcrumbList
- Last verified
- July 18, 2026
All swipe files
Hero Headline Swipe File
The hero headline carries the entire Hook job: in one sentence it tells a specific cohort what specific outcome they get. Indie SaaS founders lose more conversions on this single line than on the rest of the page combined, because a vague hero forces the visitor to do the cohort-matching work.
Brunson lens
Hook – 12 named patterns
Hero Subhead Swipe File
The subhead's only job is to buy the next 6 seconds of attention by adding the specifics the headline implied. It elaborates on the cohort, the outcome, or the mechanism – never all three. Treating it as a second headline is the most common waste of the hero block.
Brunson lens
Hook – 12 named patterns
CTA Button Copy Swipe File
A CTA button isn't a label, it's a one-word completion of the visitor's mental sentence. The button copy that wins names the next state the visitor enters when they click, not the action they perform on the page.
Brunson lens
Hook + Offer – 12 named patterns
Pricing Table Swipe File
A pricing table sells the middle option by setting up the high and low options around it. The job isn't to list plans; it's to make one obvious choice obviously correct. Founders who treat it as a feature matrix lose buyers to analysis paralysis.
Brunson lens
Offer – 12 named patterns
Testimonial Block Swipe File
A testimonial earns belief only when it carries specifics the visitor can't fake into their own situation. Generic 'great product!' quotes are visual noise. The patterns below force specificity – named outcome, named time, named cohort match.
Brunson lens
Story – 12 named patterns
Exit-Intent Popup Swipe File
An exit-intent popup is a second chance, not a guilt trip. The patterns that recover the highest qualified email rate offer a real asset trade (something the visitor wanted but couldn't find) rather than a generic '10% off'.
Brunson lens
Hook + Offer – 12 named patterns
Post-Purchase Upsell Swipe File
A post-purchase upsell (One Time Offer) is the highest-leverage revenue surface in the funnel: the buyer's wallet is out, the friction is at its lowest, and conviction is at its highest. The patterns below earn the upsell without breaking the 'one-time' promise.
Brunson lens
Offer – 12 named patterns
Social Proof Bar Swipe File
A social proof bar lives directly under the hero block and answers a single question: 'who else trusts this?' The visitor scans it in under 1.5 seconds. Patterns that earn belief in that window are concrete, cohort-matched, and visually quiet.
Brunson lens
Story – 12 named patterns
Money-Back Guarantee Swipe File
A guarantee is risk-reversal language. Its job is to take the buyer's risk and put it on the seller, then say so out loud. The patterns below differ in how aggressive the reversal is – aggressive guarantees raise conversion and refund rate together.
Brunson lens
Offer – 12 named patterns
Founder Letter Swipe File
A founder letter (the about page or 'why I built this' block) is where buyers go to decide if they trust the operator behind the product. The patterns that earn trust are specific about scars, not specific about credentials. Resumes lose to scars.
Brunson lens
Story – 12 named patterns
FAQ Section Swipe File
An FAQ section is an objection-handler in disguise. Every question on the list should match a real buyer hesitation. Questions that pretend to be educational (but are actually self-praise) burn trust; questions that name real objections earn the click on the CTA below them.
Brunson lens
Story – 12 named patterns
Urgency and Scarcity Swipe File
Urgency and scarcity work, but fabricated versions burn long-term trust faster than they convert short-term buyers. The patterns below are the honest variants – real deadlines, real caps, transparent rationale visible to the buyer.
Brunson lens
Offer – 12 named patterns
Checkout Page Swipe File
A checkout page is the final friction surface in the funnel. Every visible field, every reassurance, every absence of one – it all compounds. The patterns below cut friction without removing trust signals, which is the trade-off most checkout redesigns get backwards.
Brunson lens
Offer – 12 named patterns
Thank-You Page Swipe File
The thank-you page is the single most under-built surface in indie SaaS. It catches buyers at peak conviction and most operators waste it on a 'thanks for buying!' headline. The patterns below extract one more action from the buyer's hot moment.
Brunson lens
Offer – 12 named patterns
Value Stack Swipe File
A value stack is the offer's accounting: you list everything the buyer gets, name a credible per-item value, sum the total, then state the asking price as a fraction of that total. The patterns below differ in tone, item count, and how the math is anchored.
Brunson lens
Offer – 12 named patterns
Order Bump Swipe File
An order bump is a single-checkbox upsell that fires at the moment the buyer is reviewing the order summary. The patterns below are micro-priced relative to the entry product (10-40 percent of the entry price) and relevance-locked to what the buyer is already buying.
Brunson lens
Offer – 12 named patterns
Welcome Email Swipe File
A welcome email is the first piece of content the buyer reads outside of the website. The patterns below win because they sound like a person writing to a person; they fail when they look like a templated newsletter blast. Plain-text, one CTA, founder voice.
Brunson lens
Story – 12 named patterns
Abandoned Cart Email Swipe File
An abandoned cart email is the inverse of the welcome email: written when the buyer is about to leave. The patterns below recover purchases by addressing the objection, not by discounting. Discount-on-first-touch trains the buyer to wait.
Brunson lens
Story – 12 named patterns
Waitlist Signup Swipe File
A waitlist is a pre-revenue cohort builder. The patterns below differ in how aggressively they qualify the signup (low-friction email vs ZIP-code-style filters) and how aggressively they signal scarcity. The best ones earn a 30-60 percent open rate on launch.
Brunson lens
Hook – 12 named patterns
Lead Magnet Opt-In Swipe File
A lead magnet opt-in is a trade: visitor gives email, founder delivers a named asset. The patterns below win when the asset is specific enough that the visitor can imagine using it within 24 hours of receiving it. Generic 'ultimate guides' lose to specific checklists.
Brunson lens
Hook + Offer – 12 named patterns
Don’t know which element to fix first?
The free 90-second Launch Diagnostic looks at your live page and labels which element is the actual bottleneck – so you don’t rewrite the headline when the offer is the problem.