How to write pro landing page copy in <2hrs that converts (even if you’re terrible at marketing)
Writing Above-the-Fold copy is HARD, even with most worksheets, because they require
- that you already have some copywriting mastery
- that English as your first language (or you speak it like a native)
- that you understand marketing jargon
Ouch.
Here’s a step-by-step guide to write yours in >2hrs, even if you’re terrible at marketing or English isn’t your first language.
(head to the bottom for the full guide link)
Step 0: Collect your building blocks (15min)
- Collect customer reviews (or competitor complaints)
- Write your founder story + reason why
- How and why did you start this company?
- why are you excited to bring this to market?
- List your product features
Step 1: Decide who your landing page is for (10min)
look at who wrote reviews to understand your customer groups
- core desire? (money, time, knowledge, power/control, happiness, etc)
- core fear? (to waste money, to waste time, to be uninformed, to be powerless, to be unhappy, etc)
- core job responsibility? (sales, traffic, managing people, managing projects, saving money, etc)
- this is better than using job title or sector since there are often multiple use cases)
choose your core customer group
- the group whose desires, fears, and responsibilities you know the best
- the group that buys the most
Step 2: Write your Above the Fold copy (52 min total)
Step 2.1: Header (5min)
- How do users get value from your product?
- → what core desire does it fulfill?
- → what core fear does it help them avoid?
- What are users’ first reason for NOT buying your product?
- → tell them why they’re wrong (like you would in a 1:1 conversation)
Step 2.2: Subheader (10min)
- How does your product provide value (check your features list)
- Specifically, what features provide the value you mentioned in the header?
- and what features or functionality answer their objections?
Step 2.3: Social Proof (5 min)
- what social proof do you have that:
- a) shows that you are providing the value in the header
- b) answers the first objection
Step 2.4: CTA (5min)
- What action do you need the user to take? (click, download, buy, enter email)
- What does the customer want?
- Combine action + want for the CTA copy (keep it <5 words)
Step 2.5: Trouble check (7min)
- use Hemmingway to see
- if your copy is at a 6th grade reading level
- to check your grammar
- is the verb/action first in all of your phrases?
Step 2.6: Create a visual that explicitly shows the value (15min)
- what product feature shows the value customers are looking for?
- show that feature. inaction providing value
Step 3: Navigation bar should have your logo, CTA, and one link max (5min)
Step 4: Design your landing page with Relume.io. (10min)
Here are 2 ways to set it up:
Relume Header #3
Relume Header #29
That’s it! Clocks in 87 minutes and your above-the-fold copy is conversion-ready!
I launched a worksheet today that walks through these steps in-depth that includes:
- Auto-filtering database to organize your customer feedback to help you write copy
- 45+ fill-in-the blank header phrase templates
- 20+ objection handling phrase templates
- Breakdown of how to phrase social proof → and 4 different kinds
- Suggestions on how to create an opening visual that makes people buy
- CTA framing tips
- Full copy troubleshooting checklist
- Workarounds if you have an MVP or you don’t have any customers yet
Today is launch day, so use code “clc15launch” for $15 off :)
