The document outlines the main elements of an effective landing page, including a headline stack with a pre-headline, headline, and subheading to capture attention. It also recommends using bullet points to list benefits in intriguing statements, and including proof like endorsements and testimonials to build credibility and trust. The landing page should have a clear call to action with an offer and manage expectations by explaining the next steps, then ask for minimal involvement like an email to start. The overall goal is to move the prospect closer to the desired result by giving them a taste of the idea.

1. Main Elements
Of A Good
Landing Page
By Juho Tunkelo

2. The Headline Stack
Pre-head: A short sentence that reminds them
why they ended up on the page; Latches onto
the emotional state they came in with
Keeps their attention solid, and possibly
aggravates the problem - so they want the
solution
“Tired of living in fear of cardiac disease? Help
is near...”

3. The Headline Stack
The Headline: A Strong Encapsulation Of The
Main Benefit Or Reason ‘Why This Solution’
Emotional Appeal, Capture Attention, Max.
17-20 Words Long
“What If... You No Longer Had To Worry
About Which Disease Will ‘Get You’ And
Lived FREE The Rest Of Your Life?”

4. The Headline Stack
The Subheading: Gives A Preview Of The
Actual Solution - Down To Practical Level
May Introduce Product Itself, Take A Newsy
Approach, Give Stats Or Position Agains
Competition
Age-Old Remedy Found Stunningly Effective
In Preventing Modern ‘Lifestyle Diseases’

5. The Bullets
The Best Benefits Clad In Punchy Statements
Attract Curiosity, Increase Interest, Generate
Intrigue, Indicate There’s More... Examples:
The ancient stress cure everyone’s heard of...
but only a select few know how to use!
Why your doctor didn’t tell you about this
(and yet might end up help pay for it)

6. The Proof
Two Main Types: Endorsement & Testimonial
Endorsements By High Status People Bring
Credibility And An Air Of Prestige
Testimonials By Regular People Bring
Believability And Trust That This Will Work

7. Call to Action
Promise Something Of Immediate Value For
Their Opt-In (A Gift Of Some Sort, More Info)
Manage Expectations: Tell Them What’s Going
To Happen Next, How They’ll Be Better Off
Ask For The Minimum Involvement At This
Point: Just Email, Maybe Name, And Go...

8. The Big Idea
Move The Prospect Closer To The Desired
Result They’re After Specifically
They Get A Taste Of The Idea,
Then Feel What It Might Be Like...
And Eventually, They Want to Buy In!