The document is a detailed landing page content worksheet template by Angie Schottmuller, designed to guide the creation of effective landing pages for marketing campaigns. It outlines essential elements such as headers, headlines, key points, forms, calls to action, and optional add-ins, along with specific drafting instructions to ensure clarity and user engagement. Additionally, it provides tips for mobile optimization and encourages the use of supporting content to enhance trust and user confidence.

1. LANDING PAGE CONTENT WORKSHEET: [ENTER CLIENT NAME HERE]
Template by Angie Schottmuller © 2013 Page 1 of 4
PROJECT OVERVIEW
Marketing Campaign Date
Purpose / Desired Action Traffic Source
Target Keyword (Topic Question/Problem) Page URL
Offer (Topic Answer/Solution) Audience's Critical Interests: (i.e. questions , anxieties)
Audience
LANDING PAGE ELEMENTS - CONTENT DRAFTING
Instructions: Draft content for the core elements needed for a landing page in the spaces provided. After final content is determined,
rearrange/add/remove modules as needed.
Header *
(logo, ph#, hours/tagline)
Logo *
Phone # [Optional]
Tagline or Hours [Optional]
Mini CTA Button [MOBILE ONLY]
Headline *
("Why"attentiongetter. Benefit should
connect with CTA.)
Subheading / Intro *
("What." Clear bottom-line value/offer. Key
for Competitive Modality persuasion)
Hero Shot *
(Featured Image/Video)
Key Points List *
(3-4 benefits/points that users should
know/remember aboutthis offer to complete
the CTA.)
1.
2.
3.
Form Heading
Intro [Optional]
Form FieldList 
Privacy Booster
Call to Action (CTA) Button *
Formula: "I want to<WHAT/action>,
because I want to<WHY/benefit >"
Confidence Booster *
Social Proof *
(Key for HumanisticModality persuasion)
Closing CTA
Footer *
Directional Cue
Urgency Booster
1-2-3 Process Steps
(Key for Methodical Modality persuasion)
Credibility Evidence
(trust badges or stats)
Supporting Info

2. LANDING PAGE CONTENT WORKSHEET: [ENTER CLIENT NAME HERE]
Template by Angie Schottmuller © 2013 Page 2 of 4
CONTENT GATHERING NOTES & SNIPPETS, & REFERENCES
CONTENT STRUCTURE (MOBILE TOP-DOWN DISPLAY)
Instructions: Rearrange the final column headings from the table above in a numbered list reflecting the single-column priority display for a mobile
smartphone device. Indent elements bysection to denote content groupings if necessary. Include suffix references for "desktop only" or "mobile
only" elements.
Starter Example:
1. Header
a. Logo
b. Ph#
c. Mini CTA Button[MOBILE ONLY]
2. Headline
3. Subheader/Intro
4. Hero Shot
5. KeyPoints List
6. Form (Wrapper)
a. Form
b. Call to Action(CTA)
c. Confidence Booster
7. Social Proof
8. Closing CTA
9. Footer
Optional Add-Ins:
DirectionalCue
UrgencyBooster
1-2-3 Process Steps
CredibilityEvidence
Supporting Info
Closing CTA (page bottom or midwayfor longer pages)

3. LANDING PAGE CONTENT WORKSHEET: [ENTER CLIENT NAME HERE]
Template by Angie Schottmuller © 2013 Page 3 of 4
CONTENT ELEMENT NOTES & INSTRUCTIONS
REQUIRED ELEMENTS OPTIONAL ELEMENTS
 Header
Minimize headerheightas much as possible. Ideally 60px orless. Positionlogo at
top-left. Optionally display ph#, live chat,tagline orcallhours at the topright.
a. Logo
b. Ph # [Optional]
c. Tagline or Call Hours [Optional]
 Headline
Attention-getting, "why"hot-button, enticing openingstatement that reinforces
ad scent. Ideally 7words or less. (4 words orless preferredfor mobile ifpossible.)
Largest text on the page.
 Subheader (Offer UVP/Bottom Line)
A simple statement thatexplains the UNIQUEvalue proposition (UVP), campaign
proposition(UCP), orSelling Proposition(USP). The "bottomline"for whythis
page and offer matters tothe user. Line wraps ideally nomore than 2.5 lines for
desktop.
 Key Points List
A succinct list of the 3-5mostimportantthings the user should know and
remember about this page. Includes optional corresponding iconanddescription.
(Start by listingallpossible options, then narrowas needed tothe top most
important factors the usershouldknow/rememberaboutthis offer thataids user
decision making and distinguishes this offer fromthe competition.)
 Hero Shot (Featured Image or Video)
One image or videothat serves as the focalpoint ofthe page.The mediashould
be relevant to the topic, heading,andCTA, ideally addingadditionalvalue that
would otherwise require words.
 Form
Only required forcampaigns collectingor processingdata.Documentpick-list
values, defaultvalues, required fields or other formvalidationaccordingly.
a. Heading
b. Form Intro / Details
c. Field List
 Call to Action (CTA)
a. Button
What specificallydo you want the user todo? Why would the user want to
do it? (*Should be visible above the fold.Follow CTAchecklist.) Most
obvious element onthe page. 2ndlargest text onthe page. <<Validate
with 5-secondand6-footusability tests.
b. CTA Supporting Booster Text
What specificallyhappens after submit? Set clearexpectations.Include
specifics on response time andmethodifapplicable for webform CTAs.
 Social Proof
Who else has successfully used this offer/solution tosolve the user's problem?
(e.g. testimonial, brand client logos, customer/download count,etc.) What
questions or anxieties might users have viewing the page, and whatrespective
customer content might help ease thatanxiety? Positionnearby specific anxiety
points like the CTA, offer pricing,duration,etc..Follow CRAVENS scorecard.
 Footer
Minimal summary toidentify the page owner, contact info, and provide
additional fine details, legal notes ordisclaimers as needed. Include Schema.org
markup for LocalBusiness withaddress card info.
a. Business Card (Name, Address, Phone)
b. Legal Jargon (Copyright, PrivacyLink, etc.)
c. Offer/DisclaimerDetails [Optional]
 Directional Cue
Evaluate user reading pathflow.Startingfromthe topleft ofthe
page, how shouldthe user's eye flow toconsume all ofthe content?
What areas coulduse directional cues to ensure the eye stays ona
smooth, clear path? (e.g. hero shot eye gaze, arrows to CTA,
encapsulated form, funnelshading/imagery, etc.)
 Urgency Booster
What factors wouldencourage promptaction? (e.g. countdown ticker,
limited quantity,openuntil, etc.) Typically placed before, after or
proximate to the form or CTAbutton.
 1-2-3 Process Steps
What happens after clickingthe CTA? Whatsimple 3-5next steps,
respective value/deliverable, and timing can be expected? What's the
avg total time toimplementthe solution? Contentmayvaryfrom a 2-
sentence paragraph toa detailedblock. (Note: Detailed block
modules are typically best lower onthe page where Methodicals
read.)
 Confidence Booster
What policies, supportingtext,badges,seals, ribbons or icons couldbe
used to help reduce anxiety andboost confidence? (i.e."no
obligation", no-share privacy policy, satisfactionguarantee, lowest
price guarantee, warranty, etc.)
 Credibility Evidence (Trust/Believability/Excellence)
What outside evidence says that you're trustworthy? Whatevidence
do you have that you're the "best"? (e.g. awards, reports, statistics,
etc.) What notable education/certification/endorsement/rating for
staff, service or products supports your expert authority? e.g. Voted
"Top Contractor2014"by RemodelerMagazine, ENERGYSTAR, Ex:
Angie's List Super Service Award,BBB A+Rating,etc. Note: Consider
creating badges for guarantees ifthey don't already exist.)
 Supporting Info
Additional data toanswerquestions criticalfor the user tomake a
decision. (e.g.offer details, video, competitive comparison chart,
pricingtable, localnearby stores, etc.)
 Closing CTA
Ideal for longer pages or mobile pages where the primary CTAappears
off-screen by the time the user reaches the bottom ofa section orthe
bottom ofthe page.Shouldthe primary CTAbe repeated? (i.e.
Heading, Bottom Line, Repeated CTA) What follow-upor secondary
should appear onthe page? (Note: Ifthe page scrolls, the follow-up
CTAcan repeat the same/similar primaryCTA. Otherwise a secondary
CTAlink to "contactus", "share the resource", etc. may be used.)
Specify copywriting as well as placement onthe page.

4. LANDING PAGE CONTENT WORKSHEET: [ENTER CLIENT NAME HERE]
Template by Angie Schottmuller © 2013 Page 4 of 4
SAMPLE CONTENT STRUCTURE & LAYOUT
(Sample derivedfrom a Byer's LeafGuardlandingpage mockup.)
1. SECTION: Header
a. Logo
b. CTA Button: "Call <Ph#> for Estimate" [MOBILE ONLY]
c. Phone # [DESKTOPONLY]
d. Local Tagline withSearch Query [DESKTOPONLY]
2. SECTION: Main Body (Backgroundimage)
a. Headline (H1)
b. Hero Shot (Product Image)
c. Urgency Booster
i. Booster Text
ii. DirectionalArrow [DESKTOPONLY]
d. Encapsulated Form
i. Fields:FullName, Email, Phone, ZIP
ii. Privacybooster text
iii. Call-to-Action Button
iv. CTA Confidence Booster (Next steps clarity)
3. SECTION: Offer (Supporting Info)
a. Promotional Offer
i. Seal Image:(e.g. "SAVE ___%")
ii. Offer Text
iii. Offer Notes (1-line. Small text.)
b. Staff Photo with Caption [DESKTOPONLY]
4. SECTION: Detail Information
a. Heading(H2) - Confidence Booster (UVP/Guarantee)
b. Benefit Key Points List. 3 points each with:Icon, Heading (H4),
Description (3-line wrappingmax for desktop)
c. Embedded Videowith Caption
5. SECTION: Social Proof
a. Heading(H2) - QuantifiedSocial Proof Statistic
b. Star Rating & Review Count (***** Rating: 5 - 331 reviews)
c. [OPTIONAL] Social Proof/ Review Source Badge or Text
d. Testimonial/Review
i. Quote
ii. Signature (Photo, Name, Title & Company --and/or--
Location & Date)
6. SECTION: Closing CTA
a. Heading- H2 (Page headline inquestionform)
b. Subheading (Reiterate bottom-line value, 3 keybenefit points,
and guarantee.)
c. DirectionalCue Arrow (Pointingfrom testimonialto CTA)
[DESKTOPONLY]
d. Bottom CTA Button (Jump/Scroll-to topof webform)
7. SECTION: Credibility Evidence [DESKTOPONLY]
a. Heading- H4? --OR-- Handwritingcall-out
b. 3-5 Trustmark Badge Images (Grayscale, equalheight smaller than
CTA height)
8. SECTION: Footer
a. Business Card - Name, address, phone (Include Schema.org
markup)
b. Legal Text:Copyright statement, Privacylink (openas lightbox
display, style link the same color as the text withunderline)
c. [Optional] Disclaimer details.
d. [Optional] Local AreasServed (Short paragraphstating the primary
areas served along with a list of citynames.) Segment accordingly
if the citylist is long.
DESKTOP:
Logo Ph #
Local Tagline
Headline
Urgency Boost
Hero Shot
Form
+
CTA
Offer Staff Photo
Heading - Benefit/Guarantee
Benefit Key Points Video
Social Proof
Closing CTA
Trust Evidence
Footer
MOBILE:
Logo
Click-to-Call
CTA
Headline
Hero Shot
Urgency
Boost
Form
+
CTA
Offer
Heading -
Benefit/Guarantee
Benefit Key Points
Video
Social Proof
Closing CTA
Footer