Marketing & CRO
Landing Page Optimization
- Hero: value proposition in 5 words
- Social proof above the fold
- Clear CTA (one per section)
- Trust signals (logos, testimonials, numbers)
- FAQ to handle objections
Copywriting Principles
- Benefits > features
- "You" language (not "we")
- Specific numbers > vague claims
- One idea per paragraph
- Active voice
Go-to-Market
- Beachhead market (smallest viable segment)
- ICP (Ideal Customer Profile)
- Channel strategy (where customers are)
- Pricing anchoring