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1. WRITING LANDING A step by step
guide and
PAGE COPY worksheet.
It's finally time to put pen to paper... or fingers to keys if you prefer. You'll
notice that we're intentionally avoiding a conversation about your landing
page design right now. That's because what you say is much more important
what it looks like.

2. Version 1.0
How to use this worksheet
It's finally time to put pen to paper... or fingers to keys if you prefer. You'll notice that we're
intentionally avoiding a conversation about your landing page design right now. That's because
what you say is much more important what it looks like. Unfortunately too many people get
caught up on the look of their landing pages and don't spend enough time writing copy that
really converts.
You aren't going to make that mistake. You are better than that. You've already done a bunch
of research so you're ready to go.
Go step by step here and use the worksheet to create your first headlines and sales pitches
using the research you’ve completed before. After you’ve completed this worksheet you’ll have
great copy you could plug into just about any standard landing page design.

3. 1. Write Ten “Tweetable” Landing Page Headlines
Write 10-15 headlines for your landing page that are less than 140 characters in length. These
headlines should address the customer problems defined in the previous task.
Create 3-5 each of different lengths. Start with 5 or fewer words, move up to a sentence, then
up to a longer sales pitch.
These variations will come in handy when you look at different designs and want to start testing
against one another.
Five or Fewer Words
1 Easy Coming Soon Landing Pages
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One Sentence
1 Publish a coming soon landing page for your business in 60 seconds.
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Sales Pitch
1 Launch right. Start collecting customer email addresses today with beautiful launching soon page you
can make yourself! Over 10k served!
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4. 2. Write 10 Feature (Sub) Headlines
What are ten unique things, beyond the headline, you think people should take away from your
landing pages. These should include customer benefits and features you believe differentiate
your solution. They should be in headline form.
Feature (sub) Headline
1 No technical skills required.
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3. Write 3 variations of your call to action
Most forms have boring copy that doesn’t stand out. The headline will say “Join our list” and the button will
say “Submit”. That’s just terrible. You can do better. Describe a concrete call to action and the button text to
go along with it.
Call to Action Button Text
1 Get monthly tips on writing better landing pages! Send Me Tips!
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4. Write three incentives that you could use in order to entice a
call to action.
You need to provide some extra incentive to get someone to take your call to action. If, for example, you are
hoping to capture customer email addresses then incentives such as the following might work:
Incentives
1 Receive our FREE ebook on (insert related subject here)
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5. 5. Write 2 variations of a ~10 sentence sales letter
This is a draft of the longer form copy that you'll use on your landing page. Rather than create variations you
simply want to write 2-3 paragraphs in ~10 sentences that sell your product or back up your sub-headlines.
Imagine you were emailing someone out of the blue about your product. What would your sales letter look
like to them? What would you say?
Pitch Sales Letter
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6. 6. Find 10 customer quotes or other social proof points
Ideally these are tweetable quotes that act as social proof for your product from other users. These quotes
could come from beta testers or early adopters. I find that most happy customers will oblige you with a great
quote if you just ask.
If you really don't have customer quotes then you can grab quotes about your industry from trade
magazines. It will look like, to the visitor on your landing page, that these quotes are about your product...
but really they are just quotes related to solutions like yours.
Source Quote
1 Jack Source "Within 7 days our client had 1,500 signups to the service with $0 Adwords or ANY
OTHER PPC spend and an very healthy conversion rate of around 35%"
2 Smashing "Many start-ups were indeed able to launch to a strong following through
Magazine collecting interested users, email addresses, Twitter followers well ahead of their
public appearance using launch pages."
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7. 6. Find 3-5 “Hero Images” or Videos that back up your copy
Good landing page designs tend to call for a killer product shot or explainer video. Sometimes the product
shot could be the landing page background image, other times it might be a rotating slide show, and
sometimes it’s an explainer video.
But you’ll want to have these elements in mind when you start looking at your landing page designs and your
goal is that the shot re-enforces your brand and the copy that’s been written so far. If you are looking for
great background images or stock art this blog post may help you: http://blog.kickofflabs.com/the-ultimate-
guide-to-finding-the-perfect-background-image-for-your-landing-page/
Hero Shot or Video
1 http://vimeo.com/52249029#at=0
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8. 7. Create two versions of your landing page by combining
elements of the copy above
These will be your drafts and should each include:
 One headline
 Three to four feature bullets
 One of your sales letters
 One incentive.
 Three customer quotes
Make sure you choose different headlines, bullets, and quotes for each draft of your landing page.
Version 1
Component Copy
Headline
3-4 Feature Bullets
Call to Action
One Sales Letter
One Incentive
3 customer quotes
Hero Image

9. Version 2
Component Copy
Headline
3-4 Feature Bullets
Call to Action
One Sales Letter
One Incentive
3 customer quotes
Hero Image

10. 8. Email these variations to at least 5 customers.
Find 5 people that are potential customers, to review your copy. Tell them you are going to send them two
pitches and that they should tell you:
 Which one they liked better.
 What, specifically, they liked about it.
 What did they take away from the pitch as the main point?
 What was and was not convincing about the copy?
Congratulations... you've conducted your first A/B test on your landing page without even touching the
design. You've focused on the copy and that's the most important part.
Next Steps….
Design and publish your page
The copy is ready to be applied to a design you can start sending traffic to. This is where you hard work
now will start to pay off. Look for more worksheets and support from http://www.kickofflabs.com
Send feedback on this worksheet
Love it? Hated it? Found a spelling mistake? We’d love to make this better for you. Email
support@kickofflabs.com with your feedback so we can improve.
Use KickoffLabs for your landing pages 
KickoffLabs helps you create and deploy landing pages that engage customers without help
from your IT staff. We’ve got the perfect page for your campaign. When you’re ready to publish
a landing page be sure to kick our tires with a free trial of ANY account type. Check us out:
http://www.kickofflabs.com/