Section 04
Prelanding blocks
The first screen a visitor sees right after the click: headline, subhead, three to five concrete benefits, and one call to action. The headline continues the thought the ad started, so the page is recognised.
Output
The fields that land in the export
- headline
- Headline, up to 90 characters
- subhead
- Subhead, up to 180 characters
- benefits
- Three to five concrete benefits
- cta
- One call to action, up to 40 characters
Decisions
Why it is built this way
Message match beats beauty
The most expensive leak in a funnel is the gap between the ad and the first screen. The block is written from the same angle as the ad, so the visitor sees a continuation rather than a new page.
In practice
What to keep in mind
- A benefit is what changes for the person, not what the product can do.
- One call to action per screen. Two calls to action is none.
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