Most landing page copy fails the same two ways: it talks about the company instead of the reader, and it claims instead of proves. You can catch most of it before a single visitor lands.
The five-second test
Show the page to someone for five seconds, then hide it. Can they tell you what it does and who it is for? If not, the headline is doing the wrong job. The hero has one task: make the offer and the audience obvious, fast.
Reader-first, not company-first
Count the sentences that start with "we" against the ones about the reader's situation and outcome. Good copy keeps the reader as the subject. The product is the path. The reader's goal is the point.
Claims versus proof
For every claim, ask "says who?" "The best support in the industry" is air. "Median first response under 4 minutes, 12,000 reviews" is proof. Strong copy attaches evidence to every assertion instead of asking for faith.
Specific beats clever
Clever taglines feel good to write and rarely convert. Concrete language wins: real numbers, real outcomes, the actual objection answered. A quick gut check: if a competitor could paste your headline onto their page and it would still fit, it is too generic to do any work.
Match the message to the source
Copy is not judged in a vacuum. It is judged against whatever brought the visitor. If the ad promised "no setup," the page had better lead with that, in those words. A mismatch between ad and page is one of the most common silent conversion killers. (More on message match.)
Then test it
A checklist gets you to "not obviously broken." Which angle actually wins is an empirical question, not a matter of taste. The fastest path is to write a few genuinely different versions and let visitors decide, rather than argue about it in a document. (Why bold variants beat tweaks.)
