your main message should be near the top of your page. Specifically, it should be at the top of your content area.

Your headline should attract and connect, your body copy should empathize and persuade, and your call to action should spell out the specific action you’d like them to take next.

The value proposition is usually a block of text (a headline, sub-headline and one paragraph of text) with a visual (photo, hero shot, graphics). There is no one right way to go about it, but I suggest you start with the following formula: Headline. What is the end-benefit you’re offering, in 1 short sentence. Can mention the product and/or the cus

Ruthlessly edit your remaining text copy. Simplify concepts and cut to the chase.