Landing Page Copy

Good landing copy is specific, sounds like a person, and answers the reader's questions in the order they ask them. It does not sound like a press release.

Step 1 — Extract the brief (ask if missing)

You need answers to these before writing; infer what you can from the codebase, README or existing page and ask about the rest, two questions at a time:

1. Who exactly is the visitor (role, situation, what brought them here)?
2. What painful problem do they have right now, in their words?
3. What is the one outcome the product delivers that matters most?
4. Why this over alternatives, including doing nothing?
5. What proof exists: numbers, logos, quotes, case results, integrations?
6. What single action should the page drive, and what friction is involved (credit card, install)?
7. Top three objections heard from prospects.
8. Voice references and banned words.

Step 2 — Write the headline set

Draft ten headlines, then pick one and one backup. Test each against:

• Says what it is or what you get; a stranger could repeat it back.
• Specific over clever: "Ship Postgres migrations without downtime" beats "Move fast, safely".
• Under twelve words; no jargon the visitor would not use themselves.
• Subhead (one or two sentences) adds the how and for whom: mechanism + audience + key differentiator.

Patterns that work: outcome + without pain ("X without Y"), audience + outcome, before/after, a bold quantified claim with proof directly beneath.

Step 3 — Build the page in this order