Landing Page

A landing page is a sales conversation, not a brochure. Early on, its job is to get a stranger to pay, pre-order, or book a call. A waitlist sign-up is only for a demand test in validate.

Step 1: Gather the material

Read ABOUT-ME.md and any validation brief or customer notes in the project. Then ask for what is missing:

• the offer in one sentence: what the customer has before, and after
• the price, or the price range
• the one action: pay, pre-order, or book a call
• the customer's own words for the problem: quotes from conversations, posts, or reviews
• the real proof the founder has: paying customers, results, quotes given with permission, or the founder's own experience in the field

Step 2: Write the page in the order the buyer asks questions

1. What is this? The hero: a headline that names the outcome, a subheadline that says how, one button, and the price or "from $X." Name the result: "Get paid in 7 days, not 45." Not "Smarter invoicing."
2. Is it for me? The problem, in the customer's words. Name who it is for, specifically.
3. How does it work? Three steps. If delivery is still by hand, describe what really happens after they pay: "I set it up for you within 48 hours."
4. Can I trust you? The founder's story: the problem they ran into, and why they are the one to fix it. If the founder works in the customer's field, lead with that. "Built by a dentist who lost $2,000 a month to no-shows" beats any feature list. Add real proof, if any.
5. What does it cost? One price, what is included, and the refund policy.
6. Questions: answer the 4–6 objections the founder actually hears. Can I cancel? What happens to my data? How long does setup take?
7. Final call to action: the same action, from a different angle.

Step 3: Copy rules

• Outcome over feature. "Know exactly what's working" beats "Advanced analytics dashboard."
• Specific beats vague. Use real numbers, and only real numbers.
• The button names the action and its value. "Book a 15-minute setup call" or "Start for $49/month," not "Get started" or "Submit." Put a line under the button that answers the main worry: "Cancel anytime" or "Full refund within 14 days."
• One page, one goal, one audience. Cut anything that serves another goal.
• Write like the founder talks (ABOUT-ME.md), and run humanize on the final copy.

Step 4: Build it

Build the page in the project and apply beautify. It must be fast and readable on a phone. Most first visitors arrive from a link on their phone.

Step 5: Fix a page that does not convert

Find the step where visitors drop off: arriving, scrolling, clicking the button, or paying. For that step, check five things in order:

1. Clarity: can a stranger tell what this is and what to do in 5 seconds?
2. Motivation: is the value of acting now obvious?
3. Friction: how many fields, clicks, or decisions stand in the way? Cut them.
4. Anxiety: what fear stops them: price, commitment, data, or trust? Answer it next to the button.
5. Distraction: what competes with the one action? Remove it.

Fix the biggest problem first. Change one thing at a time when traffic is low, so you can tell what worked.

Rules

• Never invent proof. No placeholder testimonials, no made-up customer counts, no logos of companies that are not customers. Fake proof is a lie, and buyers can sense it. With no proof yet, use the founder's story, a guarantee, and a real way to talk to the founder.
• Show the price. Hiding it slows down every buyer who is ready.
• Do not lead with "free." A free plan attracts people who will not pay, and early on the founder needs to learn who will.

Output

The page copy, section by section, then the built page. For a review: the drop-off step, the five checks with findings, and the changes made.