Landing Page Copy & Messaging

The first 10 questions

This is where the conversation starts. Each answer shapes what gets asked next.

1. 01Who is landing on this page, and where are they coming from — an ad, a Product Hunt listing, a friend's link, organic search?
2. 02What page is this — your homepage, or a specific landing page for one channel, feature, or campaign?
3. 03Have you already done Customer Persona or Value Proposition work you can pull from, or are we starting fresh on messaging?
4. 04What's the single objection that kills conversion most often — the thing people say right before they leave?
5. 05What proof do you actually have — real users, real numbers, real quotes — versus what you're tempted to imply?
6. 06What does this visitor already believe walking in, and what do they need to believe by the time they hit the CTA?
7. 07If they don't convert right now, what's the fallback — newsletter, waitlist, free trial — and is that the right ask for this stage?
8. 08Hero: the headline and subhead — the exact promise and who it's for, in the visitor's own words.
9. 09Feature bullets: the 3-5 things worth leading with, and for each, the outcome it produces rather than the mechanism.
10. 10Social proof: the specific logos, numbers, or quotes you can use honestly right now.

+ 6 more questions across discovery, validation, and the creative brief — each one adapting to what you've already said.

Related marketing project types

• Customer PersonaBuild a sharp, evidence-based profile of the specific person who buys and uses your product — so anyone on your team knows exactly who you're building for.
• Name Your StartupChoose a name you can defend, spell out loud, and actually own — working from positioning criteria rather than word games, with live domain checks on the shortlist.
• Competitive PositioningMap your competitive landscape, find the position that's genuinely yours to own, and build the case for why your approach beats the alternatives for the customers who matter most.