Content
"Is every word doing a job — or are some just there?"
The headline verb. Sentence rhythm. Adjective load. Whether the page tells a story with a villain. The proof points: numbers, names, specifics. Whether you sound like a person or a company.
Words are present. Most are decoration.
Marketing words doing marketing work. Adjectives stacked on adjectives. The reader's brain is doing the editing.
Clear, professional, forgettable.
Reads like a deck. Nothing wrong, nothing alive. Could describe ten other products.
Specific verbs, real proof, recognisable voice.
The headline is a sentence. Numbers replace abstractions. There's a person behind the page.
Sentences that get screenshotted.
Tight rhythm, dangerous specificity, a clear villain in the story. The voice is yours and only yours.
- "Effortlessly", "seamlessly", "powerful" anywhere
- Headline is a noun phrase, not a sentence
- No numbers, no names, no specifics — just claims
- 1Read the page out loud. Cut anything you wouldn't say to a friend.
- 2Replace every adjective with a number, a name, or nothing.
- 3Open with the villain — the workflow you're killing — not the hero.