Pages that convert.
WHAT A LANDING PAGE NEEDS
A headline stating what it is and for whom The problem it solves What the visitor gets Evidence Objections answered One clear action
HOW TO BRIEF IT
"Write a landing page for [offer]. Visitor: [who, and what brought them]. Their concern: [main objection]. What we offer: [specifics]. Evidence: [testimonials, numbers]. One action: [what]."
THE HEADLINE
"Give me ten headline options. State what it is and who it is for. No superlatives, no questions."
WHAT TO SUPPLY
The evidence. Testimonials, numbers, credentials.
The model cannot invent these, and if asked to, it fabricates.
ANSWERING OBJECTIONS
List the reasons someone would not buy, and ask for each to be addressed.
That single step improves most landing pages substantially.
THE ACTION
Specific. "Call us for a quote" rather than "learn more".
WHAT TO TEST
Whether it converts. Copy that reads well and converts nobody is not good copy.
