Landing pages & copy

Sales pages, product pages, message match, copywriting

Start with the playbook: landing-pages-and-copy — the rules that matter most, with links into these notes.

Building ad-matched landing pages with Claude CodeThe workflow Will showed on Dara Denney's channel (Oct 2026) — pick a winning ad angle in Meta Ad Library, feed Claude Code the brand's PDP text, images, fonts, colours and a landing-page playbook, get an ~85–90%-done HTML page in ~45 min, edit by screenshot, deploy to Vercel.
Checkout button copy — "Check out" beat "Submit my order" by ~30% (Stefan Georgi)A 2020 supplement-funnel split test (685 conversions) where changing the checkout button from "Submit my order" to "Check out" lifted checkout conversion 28% → 37.5% and revenue per checkout visitor $34 → $46 (~$4.38M/year at 1,000 checkout visitors/day); use familiar, unambiguous verbs and remove micro-friction.
Choosing the funnel path — ad, advertorial, VSL, product page, checkoutStefan Georgi's 2025 view of direct-response funnels — pick the page after the click by platform congruence (YouTube → video page, native → advertorial), use a long advertorial to a PDP for cheap products or a short advertorial to a VSL, the five common paths (ad → advertorial → PDP → checkout is the most common at 8-figure e-com), and what an on-page VSL must do.
Copy formulas for short and long copy — ABC, wheel of persuasion, story bridge, 4 C'sWhich formula to use by copy length — ABC (attention, big promise, CTA) for short opt-in pages (75%+ conversion for Alex Cattoni), the six-step wheel of persuasion for sales pages, a story-bridge formula for sales emails, and the 4 C's for ads (one ad at 1,432% ROAS).
Creative headlines and crossheads (tagline-as-headline method)Joanna Wiebe's method for turning "meh" headlines into ones stakeholders love — write the conversion page first, then rewrite only headlines/crossheads as taglines by swapping your brand into a known positive idiom (IKEA "Make yourself at home", "Engineers build business"), with a clear payoff line.
Five psychological triggers in conversion copy (loss aversion, social proof, curiosity, reciprocity, micro-commitments)How to apply five buying triggers ethically — reframe a gain as a loss, get specific testimonials with four interview questions, use question headlines (+29% CTR in one thumbnail test), give value first (23%/20% converting low-pressure emails), and break the ask into micro-commitments (76% vs 16.7% foot-in-the-door).
Guarantees and offers that remove purchase anxietyAn offer is not a discount — build it around the buyer's specific anxiety; turn a boring operational feature into a headline guarantee (FedEx, Domino's); put a guarantee + USPs directly under the add-to-cart button (~10% lift for Ezra Firestone).
Headline hooks and choosing a copy frameworkHow to hook a landing/sales page (lead with the problem, first person in quotes, hook fast but don't keep it short), how the hook picks the framework (PAS, DOS, AIDA, PCPO), formulas like "even if", and Ben Bennett's 14 ad hook types.
Identity and desire angles — selling who the buyer becomesAngles that sell through the buyer's self-image rather than product features — mirror not product, bigger scarier problem, lived experience, sell the dream, remove blame, plus five imagination methods (flip the status, hijack the myth, hidden door, ritual, superpower).
List, offer, copy — fix them in that orderBefore rewriting a page that "isn't working", check traffic (list) and offer first — copy is the third lever; includes Joanna Wiebe's 9-point list/offer/copy diagnostic.
Message match between ad and landing pageWhy each ad angle/persona needs its own landing page that repeats the ad's hook and picks up at the awareness stage the ad left the visitor in — Dose, Joanna Wiebe and Dara Denney's guest on how.
Mining voice-of-customer data and assembling copy from itJoanna Wiebe's method — mine reviews/Reddit for customers' exact words, split findings into a "message" bucket (repeated themes) and a "copy" bucket (weird standout lines), then assemble copy into a framework instead of writing from scratch.
Name a problem mechanism and a solution mechanismWhy sales copy should name how the problem arises and how your product uniquely solves it (Purple's GelFlex Grid, Scrub Daddy's FlexTexture), a 10-word test to check you have one, and how demonstrations prove it.
Nine copy triggers by funnel stageJoanna Wiebe's nine psychology-based writing triggers mapped to top (framing, identity matching, fluency), middle (unique mechanism, typically atypical claims, boring objection-killers) and bottom of funnel (three-option choice framing, transparent trade-offs, one big proof).
Persona landing pages, listicles and promo assetsHow Dose builds angle/persona-specific landing pages (the "grill dad" listicle), when a listicle format fits, buy box on-page vs redirect for advertorials, PDP vs LP for paid traffic, no-dev page builders (1 month → 1 week), and low-lift Black Friday promo assets.
Product-page anatomy — header, carousel, description and support contentEzra Firestone's four-section PDP (header, carousel, buy box, stacked conversion-support content) — ≥8 images incl. in-use shots, 5–10 s demo video, "2 headlines, 6 bullets, 1 story" description, USP images, social proof, FAQ, second CTA and cross-sell.
Proof placement and believable claimsMake every claim specific and attach its proof right next to it (PCPO), prefer demonstrations and one big proof point over walls of testimonials, and phrase big results so they don't trigger "too good to be true".
Sales / landing page audit checklistA step-by-step checklist for auditing a landing page, sales page or product page (digital or physical) — traffic and offer first, then message match, hero, problem, mechanism, proof, objections, offer/guarantee, buy box/CTA, mobile and post-click flow — each item linked to its evidence note.
Selling expertise — workshops over courses after AIJoanna Wiebe's case (2026) that AI has gutted course economics (one training business lost 80% of revenue in a month) and that experts should sell $20k+ workshops via a live drawn diagnostic, land-and-expand, and anchoring prices high.
Testing landing-page hooks — opt-in rate vs revenue per leadAlex Cattoni's 5-hook split test on a masterclass opt-in page (cold Meta traffic, 2,250 visitors) — the pain hook won opt-ins (24.4%) but sold nothing on the tripwire, while a curiosity + identity "FOMO" hook won revenue (2% lead-to-customer); judge hooks on downstream revenue, not opt-in rate.
The product-page buy boxBuy-box formula and CRO wins — open with a testimonial, one ownership-benefit sentence + 1–2 sentence recap, stars anchored to reviews, CTA above the fold and ≥80% wide on mobile, contrasting colour, guarantee/USPs under it, value perception (offer, GWP, badges) in the first carousel image.
Why ads get clicks but no conversionsDiagnosis for good CTR / thumb-stop but low purchase rate — Ben Bennett's "hook and hand" (five reasons people don't take your hand), plus page-side causes (generic page, weak value perception, wrong list).
Writing advertorials with Claude — Stefan Georgi's extract-then-model processWhat an advertorial is for (pre-selling between an ad and a short PDP or long sales letter), the two templates (first-person testimonial story vs third-person news story), and Stefan Georgi's three-step Claude process — extract inputs from the sales page, analyse a proven advertorial's structure, write a new one per avatar — producing 3+ drafts in ~45 minutes, with the editing, hallucination and health-claim checks it needs, plus his stock-up upsell template.
Writing video scripts and VSLs — the four forces (attention, retention, trust, direction)Alex Cattoni's script structure for YouTube videos, reels, webinars and VSLs — a hook that restates the click promise with proof, a chain of open loops, trust through show-don't-tell proof, and a call to action that continues the content — plus her three scroll-stopping hook types (curiosity, pain, contrarian).