Writing Above-the-Fold copy is HARD, even with most worksheets, because they require

- that you already have some copywriting mastery

- that English as your first language (or you speak it like a native)

- that you understand marketing jargon

Ouch.

Here’s a step-by-step guide to write yours in >2hrs, even if you’re terrible at marketing or English isn’t your first language.

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Step 0: Collect your building blocks (15min)

1. Collect customer reviews (or competitor complaints)--you’ve probably heard it called collecting voice of customer or doing voice of customer research. If you're still early and wondering how to do customer discovery, reading competitor reviews is the absolute easiest way to start.
2. Write your founder story + reason why
3. How and why did you start this company?
4. why are you excited to bring this to market?
5. List your product features
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Step 1: Decide who your landing page is for (10min)

look at who wrote reviews to understand your customer groups. Instead of filling out a rigid ideal customer profile template or complex ICP template, just focus on their:

- core desire? (money, time, knowledge, power/control, happiness, etc)

- core fear? (to waste money, to waste time, to be uninformed, to be powerless, to be unhappy, etc)

- core job responsibility? (sales, traffic, managing people, managing projects, saving money, etc.) — especially if you're building an ideal customer profile template B2B buyers will resonate with)

this is better than using job title or sector since there are often multiple use cases)

choose your core customer group

- the group whose desires, fears, and responsibilities you know the best

- the group that buys the most

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Step 2: Write your Above the Fold copy (52 min total)

Step 2.1: Header (5min)

- How do users get value from your product?

→ what core desire does it fulfill?

→ what core fear does it help them avoid?

- What are users’ first reason for NOT buying your product?

→ tell them why they’re wrong (like you would in a 1:1 conversation)

Step 2.2: Subheader (10min)

1. How does your product provide value (check your features list)
2. Specifically, what features provide the value you mentioned in the header?
3. and what features or functionality answer their objections?

Step 2.3: Social Proof (5 min)

- what social proof do you have that:

a) shows that you are providing the value in the header

b) answers the first objection

Step 2.4: CTA (5min)

1. What action do you need the user to take? (click, download, buy, enter email)
2. What does the customer want?
3. Combine action + want for the CTA copy (keep it <5 words)

Step 2.5: Trouble check (7min)

1. use Hemmingway to see
2. if your copy is at a 6th grade reading level
3. to check your grammar
4. is the verb/action first in all of your phrases?

Step 2.6: Create a visual that explicitly shows the value (15min)

1. what product feature shows the value customers are looking for?
2. show that feature. inaction providing value

Step 3: Navigation bar should have your logo, CTA, and one link max (5min)

Step 4: Design your landing page with Relume.io. (10min)

Here are 2 ways to set it up:Relume Header #3Relume Header #29

That’s it! Clocks in 87 minutes and your above-the-fold copy is conversion-ready!

I launched a worksheet that walks through these steps in-depth that includes:

1. Auto-filtering database to organize your customer feedback to help you write copy
2. 45+ fill-in-the blank header phrase templates
3. 20+ objection handling phrase templates
4. Breakdown of how to phrase social proof → and 4 different kinds
5. Suggestions on how to create an opening visual that makes people buy
6. CTA framing tips
7. Full copy troubleshooting checklist
8. Workarounds if you have an MVP or you don’t have any customers yet (including a simple user interview template and questions for customer discovery interviews so you know how to collect voice of customer data from scratch)

conversion loving copy

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