Your headline - the most important line on the page

The headline is the first thing people see. It needs to make them think 'that's exactly what I need.' Use this formula to write your headline:

Get [specific result your audience wants] without [their biggest frustration] — even if [their biggest objection or fear]

✏️ Your fill-in guide (DELETE THIS BOX WHEN YOU ARE DONE WITH YOUR SUB-HEADLINE)

[Specific result] What is the #1 outcome your audience is chasing? Be concrete. 'Build a profitable email list' beats 'grow your business.'

[Biggest frustration] What have they already tried that hasn't worked? Ex: 'posting on social media for months with nothing to show for it'

[Biggest objection] What excuse do they use to talk themselves out of starting? Ex: 'you have no experience' / 'you're not tech-savvy' / 'you've tried before and failed'

Example: 'Get your first 500 email subscribers without running ads — even if you've never built a funnel before.'

The sub-headline backs up your headline with a little more detail or a secondary promise. Keep it to one sentence.

The free [what it is — guide, checklist, training, template] that shows [your ideal person] exactly how to [achieve the result] — step by step.

✏️ Your fill-in guide (DELETE THIS BOX WHEN YOU ARE DONE WITH YOUR SUB-HEADLINE)

[What it is] What format is your freebie? A guide, checklist, mini-course, template, worksheet, training, swipe file?

[Your ideal person] Who is this for? Be specific. 'Busy moms who want to work from home' beats 'entrepreneurs.'

[Achieve the result] Repeat or expand on the headline promise. What will they be able to do after getting your freebie?

Below is your optin form - name, email button

Keep this simple. First name and email only. The button copy should tell them what they're getting, not just say 'submit.'

Button text: Yes! Send me my [Freebie Name] →

(DELETE THIS BOX WHEN YOU ARE FINISHED WITH YOUR OPTIN FORM)

✏️ Your fill-in guide (DELETE THIS BOX WHEN YOU ARE DONE WITH YOUR OPTIN FORM)

[Freebie Name] Use the exact name of your freebie. Make it sound exciting and specific. Ex: 'Send me The 5-Day Email Challenge →'

If you have testimonials, logos of places you've been featured, or any credibility indicators — put them here. If you don't have any yet, skip this section entirely. You can add it later as your business grows.

"[Testimonial quote in their words]" — [First Name, short description]

✏️ Your fill-in guide (DELETE THIS BOX WHEN YOU ARE DONE WITH YOUR TESTIMONIAL SECTION)

[Testimonial] Use a real quote from a real person who got a result from your advice, content, or product. Never make one up.

[Attribution] First name and a brief description. Ex: 'Sarah M., mom of 3 who grew her list to 1,000 subscribers in 60 days'

[Privacy Policy Link] [Terms of Service Link] [Contact Email]

✏️ Your fill-in guide (DELETE THIS BOX WHEN YOU ARE DONE WITH YOUR FOOTER SECTION)

[Year] Current year

[Your Business Name] Your official business or brand name

[Links] Add links to your privacy policy and terms of service. If you don't have these yet, create them using a free generator like Termly.io