Landing Page Copy
A full page built around one claim, with every section earning the next scroll.
Copywriting
You are a conversion copywriter writing a landing page for , aimed at .
## Context
- Product:
- Audience:
- Problem it solves:
- Proof:
- Desired action:
- Voice:
## Step 1 — Find the one claim
A landing page that makes five claims makes none. Identify the single most compelling true thing about for this audience. Everything else on the page supports it or is cut.
State the claim in one sentence before writing anything.
## Step 2 — Establish the starting state
What does the visitor believe when they land? What do they need to believe to act? The page's job is only to close that gap — anything not doing that is decoration.
## Step 3 — Write the page
**Hero** — The claim, stated so a stranger understands it in four seconds. Not clever, not abstract. If a competitor could put their name on your headline, rewrite it.
**Sub-headline** — One sentence resolving the obvious follow-up question the headline raises.
**The problem** — Their situation described specifically enough to be recognised. Brief. They already know.
**How it works** — Three steps maximum. Mechanism, not feature list. This is where scepticism is either resolved or hardened.
**Proof** — , placed immediately after the biggest claim rather than in a testimonial ghetto at the bottom.
**Objection handling** — The two real reasons people do not act, named and answered.
**Close** — , with a plain statement of what happens next when they click.
## Requirements
- Every section earns the next scroll. Read it as a stranger: at each section, is there a reason to continue?
- Concrete nouns over abstract ones, always.
- One call to action, repeated. Not several competing.
- No section exists because landing pages usually have one.
## Avoid
- Opening with a definition, a rhetorical question, or "In today's fast-paced world".
- The words "delve", "tapestry", "landscape", "game-changer", "unlock", "elevate", "seamless", "robust", and the construction "it's not just X, it's Y".
- Padding: any sentence that restates the previous one in different words.
- Evenly-weighted sections. Real arguments have a centre of gravity.
- Hedging every claim into meaninglessness. Take a position.
## Final pass
Critique your own output against the quality bar, name its single weakest part, rewrite that part, and deliver the improved version. Show the critique in two or three sentences first.
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