Messaging Hierarchy for Landing Pages
Messaging Hierarchy for Landing Pages. If your brand feels fuzzy to you, it’s fog to your audience. Let’s make it obvious and repeatable.
Words move markets when they mirror customer reality. Start where their risk lives.
Steps
- Design constraints before concepts — Constraints produce coherence; they are not creative jail.
- State the promise in plain words — Avoid poetry; say the outcome a buyer can point to later.
- List three proof points — Social, data, demos. Proof turns belief into trust.
- Define the audience and their stakes — Name who loses what if nothing changes; real stakes sharpen choices.
- Document decisions in one page — People use what they can read in two minutes.
Why this matters: Constraints produce coherence; they are not creative jail. In branding, consistency is a function of decisions captured and reused.
Why this matters: Avoid poetry; say the outcome a buyer can point to later. In branding, consistency is a function of decisions captured and reused.
Why this matters: Social, data, demos. Proof turns belief into trust. In branding, consistency is a function of decisions captured and reused.
Why this matters: Name who loses what if nothing changes; real stakes sharpen choices. In branding, consistency is a function of decisions captured and reused.
Why this matters: People use what they can read in two minutes. In branding, consistency is a function of decisions captured and reused.
Toolkit
- Positioning line — For [audience] who struggle with [problem], we deliver [outcome], proven by [proof].
- Messaging blocks — Headline • subhead • bullets • CTA mapped to page sections.
- Palette tokens — CSS variables / design tokens for color and spacing across apps.
How to use it: For [audience] who struggle with [problem], we deliver [outcome], proven by [proof]. Save the final in a shared doc; link from tickets so execution matches intent.
How to use it: Headline • subhead • bullets • CTA mapped to page sections. Save the final in a shared doc; link from tickets so execution matches intent.
How to use it: CSS variables / design tokens for color and spacing across apps. Save the final in a shared doc; link from tickets so execution matches intent.
Example
A founder started writing one LinkedIn tip daily; inbound doubled in 90 days without ads.
Common Pitfalls & Fixes
- Feature soup — Group features by outcomes buyers feel; features support, outcomes sell.
- Guides nobody reads — One page first. Depth later. Adoption beats length.
- Collecting adjectives — Translate adjectives into constraints (type size, palette count, tone limits).
Related Articles
- Personas That Don’t Lie — Guide #2
- Differentiation Without Feature Fights
- Story Structures That Sell — Guide #2
- Logo Systems vs. One‑Off Marks — Playbook #2
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