Landing Page Copy

Purpose

Write landing-page copy that moves a specific visitor from their current belief to the belief required for the next action.

Do not begin by filling a generic page template. First determine what the page is supposed to accomplish.

Core principle

A landing page is a belief-change system.

Before drafting, answer:

1. Who is this page for?
2. What does that visitor currently believe?
3. What do they need to believe before acting?
4. What proof would make that belief credible?
5. What is the lowest-friction useful next action?