Chapter 2
Write the first screen
Turn write the first screen into a conversion-ready page asset in 30–45 minutes, with buyer language, proof, and one clear action—without adding copy that does not reduce buyer uncertainty.
What you’ll get
- Primary copy asset: Make four things visible.
- Working section: Use a direct hero pattern.
- Quality check: Avoid empty claims.
Before you begin
Bring the actual product, price, delivery method, buyer language, and the proof you can honestly show. Set a 30–45 minutes timer. Do not draft around imaginary features or unsupported outcomes.
| Buyer question | Evidence or copy | Pass condition | Next action |
|---|---|---|---|
| Write the first screen | Product facts, observed language, preview, or proof | The visitor understands the result and next step | Place it in the page and run the five-second check |
Conversion checkpoint
Every section must answer a buying question: fit, result, contents, proof, price, delivery, or next action. If copy does not reduce uncertainty or support the CTA, shorten or remove it.
Make four things visible
Before the visitor needs to scroll, aim to communicate:
- Product: What is it?
- Audience: Who is it for?
- Outcome: What useful result does it support?
- Action: What should the visitor do next?
Use a direct hero pattern
Eyebrow: For [specific audience] Headline: [Achieve useful result] without [important friction] Support line: [Product type] with [two or three mechanisms/components] that helps you [job]. CTA: Get [product name] Microcopy: [Price / format / delivery clarification]
Example:
Avoid empty claims
Replace “game-changing,” “ultimate,” “effortless,” and “everything you need” with the buyer, output, mechanism, or evidence. If a claim cannot be explained or supported, remove it.
