- Start by answering three questions: Who is the reader? What do they want? What do I want them to do? If you can’t answer all three, you’re not ready to write.
- Write the call to action first. If you can’t write a clear, specific CTA, you don’t know what the page is for. “Start your free trial” not “Submit.” Name the action and the benefit.
- Write the headline next. It must promise a specific benefit or open a specific curiosity. Test it by reading it alone — if the reader would scroll past it, rewrite. Write at least five alternatives before choosing.
- Structure the page in persuasive sequence: headline → value proposition → features as benefits → social proof → objection handling → CTA. Every section answers the reader’s next question.
- Translate every feature into a benefit. For each feature, ask “so what?” from the reader’s perspective. “256GB storage” → “Never worry about running out of space.”
- Include social proof after the explanation section — testimonials with full names and titles, specific results (“reduced response time by 80%”), or aggregate numbers (“used by 10,000 teams”).
- Address the top 3 objections explicitly. Common ones: price (“less than the cost of one wasted meeting”), complexity (“set up in under 5 minutes”), commitment (“free for 14 days, no credit card”).
- Keep the CTA visible — at minimum above the fold and at the bottom. On long pages, use a sticky header or repeated CTA sections.
- After drafting, cut everything that doesn’t serve the page’s single goal. Every sentence that isn’t working toward the CTA is working against it.
- Test with a real reader if possible. Ask them to tell you what the page offers and what they’d do next. If they can’t answer instantly, the copy needs revision.