Landing Page Writing Guide

Purpose of Landing Page

Single purpose: Make visitors take a specific action

• Sign up
• Purchase
• Email collection

AIDA Framework

• Attention: Grab attention (headline)
• Interest: Spark interest (explanation)
• Desire: Stimulate desire (benefits)
• Action: Drive action (CTA)

Section Structure

1. Hero Section

• Headline (within 60 characters)
• Subheadline
• CTA button
• Hero image/video

2. Problem Section

• Pains readers can relate to
• "Have you had this experience?"

3. Solution Section

• How the problem is solved
• Benefit-focused explanation

4. Features/Benefits

• Choose 3 core features
• Include screenshots
• Express as benefits

5. Social Proof

• Customer testimonials
• Logo parade
• Numbers (user count, etc.)

6. Pricing

• Clear pricing display
• Option comparison
• Refund policy

7. FAQ

• 5-7 frequently asked questions
• Remove obstacles

8. Final CTA

• Call to action one more time

CTA Button

Copy Examples

• "Start for free"
• "14-day free trial"
• "Download now"

Design

• Contrasting color
• Sufficient size
• Emphasize with whitespace

Headline Formula

Get [result] with [solution] for [target]

Examples:

• Bad: "The best invoice tool"
• Good: "How freelancers send professional invoices in 5 minutes"

Checklist

• Headline conveys value within 5 seconds
• CTA is clear
• Mobile responsive
• Loading within 3 seconds
• Includes social proof

Tools

• Carrd - Simple pages (free)
• Framer - Design freedom
• Webflow - Professional results
• Unbounce - A/B testing

References

• Julian Shapiro Guide
• Marketing Examples
• Copyhackers