Landing Copy

Landing copy converts when it moves the reader through one clear line of reasoning: I have this problem → there's a better way → this is that way → I can trust it → here's my one next step. Clever gets remembered; clear gets bought. Choose clear.

Before writing: get three inputs

If any is missing, ask — copy written without these is guesswork:

1. Who is the reader (specific role/situation, not "everyone").
2. What painful job are they trying to get done.
3. What's the mechanism that makes this product work better than their current alternative.

Message hierarchy (write in this order)

1. Hook / headline — the outcome or the enemy, in the reader's words. Not the feature. ≤10 words ideal. Test: could a competitor put their name on it? If yes, it's too generic.
2. Subhead — one sentence adding the how or the who it's for. Earns the click to keep reading.
3. Problem — name the pain sharply enough that the reader thinks "that's me". Specific > dramatic.
4. Mechanism — why this works. The unique insight or approach. This is what separates you from "yet another tool".
5. Proof — evidence the claim is real: numbers, named outcomes, testimonials, logos, guarantee. Never claim without at least gesturing at proof.
6. CTA — one primary action, phrased as the reader's benefit ("Start converting"), not the mechanic ("Submit"). One CTA repeated beats five competing ones.

Output template

### Hero
Headline: <...>
Subhead: <...>
CTA button: <...>

### Problem section
<2-3 lines>

### How it works (mechanism)
<the unique approach; 3 steps or 1 paragraph>

### Proof
<testimonial / stat / guarantee placeholders — mark [NEEDS REAL DATA] where the user must supply>

### Closing CTA
<repeat of primary action + risk reducer, e.g. "No card required">

Copy rules

• Second person ("you"), active voice, present tense.
• Concrete nouns and numbers beat adjectives. "Cut invoicing from 3 hours to 10 minutes" > "save tons of time".
• One idea per sentence. Short sentences carry momentum.
• Never fabricate testimonials or stats — insert [NEEDS REAL DATA] and tell the user what to fill.
• Cut every word that survives its own deletion.

Example

Product: scheduling tool for solo therapists. Weak: "The all-in-one platform to manage your practice." Strong headline: "Stop losing an evening a week to scheduling." Subhead: "Booking, reminders, and no-show fees — automatic, for solo therapists."