Landing Page Copy Framework

1. HEADLINE
[The outcome, for a specific person, in under 12 words.]
Formula: [Outcome] for [Target Customer] — [qualifier that adds credibility]

2. SUBHEADLINE
[One sentence expanding on how, or removing the biggest doubt.]

3. PRIMARY CTA (above the fold)
Button: [Call to Action]
Reassurance line under the button: [what happens next, e.g. "No card needed. Takes 2 minutes."]

4. THE PROBLEM
[2–3 short paragraphs describing their situation more clearly than they could themselves.]
- [Symptom]
- [Symptom]
- [Symptom]

5. THE SOLUTION
[What [Offer] is, in plain language. One short paragraph.]

6. HOW IT WORKS
Step 1: [what happens]
Step 2: [what happens]
Step 3: [what happens]

7. WHAT'S INCLUDED
- [Deliverable] — [what it does for them]
- [Deliverable] — [what it does for them]
- [Deliverable] — [what it does for them]

8. PROOF
[Real testimonials with permission, verifiable facts, credentials, or work samples. Nothing invented.]

9. PRICE AND TERMS
[Price] — [what's included, payment terms, what happens after purchase]

10. OBJECTION HANDLING (FAQ)
"[Objection as a question]" — [honest answer]
"[Objection as a question]" — [honest answer]
"[Objection as a question]" — [honest answer]
"[Objection as a question]" — [honest answer]

11. WHO THIS ISN'T FOR
[Honest exclusion. Increases conversion by increasing trust.]

12. FINAL CTA
[Restate the outcome in one line.]
Button: [Call to Action]
[Contact option for people who want to ask first.]

- Write the headline last, after you've written the problem section.
- Use "you" far more often than "we".
- Cut every sentence that could apply to any business.
- Read it on a phone. Most people will.
- Every claim needs to be something you could defend if challenged.