You will write the full copy for a landing page and test it with readers before it goes live.
You have a section outline from lesson 5.1, matching headlines from lesson 5.2 and a form from lesson 5.3. Each piece makes sense on its own. This project puts them together into one page you could put in front of customers, and then checks it with people who have never seen it before. Owners who skip the check usually find out what was unclear from the enquiries that never came.
Allow about an hour for writing and building, plus time with three readers.
The brief is to write and build a landing page for one offer, using every section from lesson 5.1, the matching headline for one audience from lesson 5.2, and your form from lesson 5.3. Then test it with three people in your target group and change it based on what they tell you.
Priya's brief to herself: a landing page for a free Saturday trial lesson, for parents of P5 and P6 children who go blank in exams, reached from her exam-nerves ad.
Work through your outline from top to bottom and write each section in full from your writing kit. Take the problem from your voice-of-customer file, the benefits and proof from your benefit and proof sheet, and the objections from the objections column. Write fast, because you will cut afterwards.
When the draft is done, cut ten to twenty percent of the words. Look for sentences that repeat what the headline already said, adjectives that add nothing a reader can picture, and paragraphs that describe your business instead of the reader's situation. Priya's first draft was 640 words. She cut it to 530, about 17 percent, mostly by removing a paragraph about the centre's values and shortening every answer in the questions section to two sentences.
Treat the cut as part of the writing. A shorter page is faster to read on a phone, and every sentence that survives has had to earn its place.
You do not need special software. Use any tool you already have: your website builder, a landing page tool, or a simple form page from a form service. What matters is that the visitor sees the sections in order and the form works.
If your tool lets you hide the main menu on this page, do it, as lesson 5.1 suggested. Open the page on your own phone and check the points from lesson 5.2: headline visible without scrolling, text readable, button easy to tap.
If you cannot build it yet, mock it up. A long image or a document laid out to look like the page on a phone screen is enough for testing. You can build the real thing once you know the words work.
A five-second test shows someone the top of a page for about five seconds, then hides it and asks what they remember. It checks the one thing every landing page must do: tell a visitor what is on offer and who it is for, before they decide to stay.
Find three people in your target group who have not seen the page. Show each of them the top of the page on a phone for about five seconds, then take the phone back. Ask two questions. What is this page offering? Who is it for?
Write down their answers word for word. If someone cannot say what is offered, the headline is not clear enough. If someone names the wrong audience, the supporting line needs work.
Priya's three readers all said "free maths class" for the first question. For the second, two said "for kids who are bad at exams", and one said "for secondary school". Nothing at the top mentioned primary school, so she changed the supporting line to start with "For P5 and P6".
Ask two of your readers to find something specific on the full page: the price, or how to book. Hand them the phone and watch where they look and scroll. Do not help.
You will learn more from watching than from asking. If someone scrolls past the button, it is not visible enough. If they scroll to the bottom looking for the price and it is not there, you have found a gap. Note where they paused and where they got stuck.
One of Priya's readers scrolled straight past the first button, because it was the same colour as the photo behind it, and found the second button at the bottom, so Priya changed its colour. The other reader looked for the term fee and could not find it. Priya added a line in the lower section: "After the trial, the term fee is shown on our fees page, and there's no obligation to sign up."
You have a landing page for one offer, published or mocked up, with every section from lesson 5.1 written and cut. It has a form with only the fields you need, a consent line and a confirmation message. You also have notes from three readers: their answers to the five-second test in their own words, where two of them looked for the next step, and a short list of the changes you made because of what they said.
Book the three readers before you finish writing, so the deadline keeps you from polishing the page for another week. The changes their answers lead to will be worth more than any extra hour of rewriting on your own.
Publish or mock up the landing page, run the five-second test with three people, and note the changes you made from their answers.
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