Landing copy

Build the page around a defensible buying claim and the evidence needed to evaluate it. Preserve an effective brand voice; do not force every product into terse, casual, benefit-first startup copy.

Choose the mode and page job

• Positioning — find the claim, audience, alternatives, mechanism, and proof before page copy.
• Audit — diagnose existing messaging and propose prioritized repairs.
• Targeted rewrite — improve a hero, proof section, pricing explanation, objection, or CTA in context.
• Generate — produce a complete page message architecture and copy deck.
• Experiment — create variants that test one meaningful messaging hypothesis.

Identify the page job: category introduction, product selection, campaign response, feature evaluation, waitlist signup, pricing decision, or another explicit action. Determine traffic intent, buyer awareness, purchase risk, category maturity, and available proof from the brief, repository, customer language, analytics, or supplied research.

Ask only for missing facts that would change the claim, audience, offer, or legal truth. When facts remain unavailable, mark them as content requirements rather than inventing them.

Find the defensible claim

Read claim-first writing before positioning, generate mode, or any rewrite that changes the core proposition.