landing-page-copy

Landing Page Copy

Write for a specific audience making a specific decision. Clarity about the offer and next action comes before cleverness.

Workflow

1. Identify the product, audience, problem, desired action, and traffic source.
2. Extract differentiators and available proof without inventing either.
3. Choose one primary promise and one primary call to action.
4. Build the page hierarchy around user questions and objections.
5. Write concise section copy with concrete outcomes and supporting detail.
6. Check that every claim is supportable and every CTA names the action.

Page structure

# <Literal offer or product name>
<One or two sentences explaining who it is for, what it does, and why it matters>

[Primary CTA] [Secondary CTA]

## Proof
Verified metrics, customer evidence, credentials, or product demonstration.

## Outcomes
Three to five specific benefits tied to user work.

## How it works
Short, concrete sequence.

## Objections and details
Compatibility, pricing, security, migration, support, or FAQ.

## Final CTA
Action plus expectation of what happens next.

Rules

1. Make the headline the product, offer, or category, not a vague aspiration.
2. Translate features into outcomes without hiding important constraints.
3. Use one primary CTA label consistently.
4. Prefer product evidence and real examples over generic superlatives.
5. Never invent customer counts, testimonials, benchmarks, guarantees, or logos.
6. Avoid urgency, scarcity, or risk-reversal claims unless they are true.
7. Match message sophistication to audience awareness and traffic intent.

Edge cases

• For a new product without proof, use transparent product specifics, founder credibility, demonstrations, or a low-commitment CTA.
• For multiple audiences, choose a primary audience or create distinct paths; do not make the hero carry every use case.
• For regulated products, keep claims inside approved language and surface required qualifications near the claim.