Landing Page Copy

A landing page makes one promise and spends the rest of the page making it believable. The costly mistake this skill prevents is the clever-but-vague page: paid traffic arrives, reads "Supercharge your workflow," and bounces before learning what the product does. Clarity outsells cleverness, and the reader decides in the first five seconds whether to give you thirty more.

Operating procedure

Write top to bottom in the order below, because each section answers the objection the previous one created: the hero makes a claim, proof makes it credible, benefits make it concrete, objections clear the residue, and the CTA collects.

Step 1: Gather inputs

1. The one promise - the single outcome the page sells. If the user offers three, make them pick one; the others become body copy. If no positioning exists yet, route to positioning-statement first.
2. The ICP and the pain in their own words (support tickets, sales calls, reviews - not the founder's paraphrase). Label paraphrases as guesses.
3. The real alternative (spreadsheet, incumbent, doing nothing).
4. Available proof: testimonials, logos, numbers, screenshots. Default: if none exists, use specificity of mechanism as interim proof and flag the gap.
5. The one action the page asks for (trial, demo, waitlist) and what happens after the click.
6. Where traffic comes from - the page must echo the promise of the ad or post that sent them (message match; optimizing this loop afterward is landing-page-cro).

Step 2: Write the hero