dragoon0x landing-copy
a landing page does three jobs: get the visitor to understand what this is, believe it's for them, and take the next action.
the anatomy
hero (above the fold)
- headline: the one-line value prop
- subhead: one sentence that supports the headline with a bit more detail
- primary cta: the action you want the visitor to take
- secondary cta (optional): a lower-commitment action (learn more, see demo, read docs)
- visual: a product shot, illustration, or video that makes the abstract concrete
the hero must answer "what is this and is it for me?" without scrolling.
problem section
show the visitor that you understand their situation. specific, recognizable, painful. one to three short paragraphs or bullets.
solution section
how your product addresses the problem. introduce the principle first, then show the product.
feature sections (2-4 of them)
each feature section makes one claim with one piece of supporting evidence (a screenshot, a quote, a number, a demo).
structure per section:
- claim (headline)
- explanation (one short paragraph)
- evidence (visual)
- (optional) sub-cta to the relevant deep page
social proof
quotes, logos, numbers. specific over general. one quote is worth twenty logos if the quote is good.
quotes should be: a named person, a specific outcome, an honest voice.
objection handling
what would stop a visitor from converting? answer it.
- common: pricing, integrations, security, migration cost, learning curve, support
- format: faq, comparison table, or short objection-and-response section
final cta
repeat the primary action. lower friction this time if possible (e.g. "start free" instead of "talk to sales").
footer
practical: navigation, legal, contact, social, status.
the rules
- write in the audience's voice, not your team's
- each section is independently scannable
- headlines do most of the work; bodies are read by people already interested
- specific over abstract: "ship in days" beats "move faster"
- numbers and names over adjectives
- one cta per section; multiple ctas compete
what to avoid
- "the future of X"
- "join thousands of teams" without a specific number
- hero copy that requires three reads
- corporate adverbs (truly, simply, easily, seamlessly)
- screenshots of dashboards full of fake data
- testimonials with no name or title
- carousels (most visitors see only the first slide)
- chat widgets that interrupt before the visitor has read anything
output
hero
headline: [option a, option b, option c]
subhead: [option a, option b]
primary cta: [option]
secondary cta: [option]
visual direction: [what's in the visual]
problem section
headline: [option]
body: [draft]
solution section
headline: [option]
body: [draft]
visual direction: [what to show]
feature section 1
claim: [option]
body: [draft]
evidence: [what supports it]
feature section 2 (and 3, 4)
[same shape]
social proof
quote candidates: [list]
logo selection: [list]
numbers worth using: [list]
objection handling
objection: [response]
final cta
headline: [option]
body: [draft]
cta: [option]
once you have all this, write a single rendered draft and a single revision pass on it.