06 // LANDING PAGE COPY
Your landing page has one job: pre-sell before the form.
If someone fills out the form without reading the copy, you have a compliance problem. If they read the copy and don't fill out the form, you have a conversion problem.
Here's how to fix both.
Headlines: The Only Thing Most People Read
80% of visitors read the headline. 20% read anything else. If your headline doesn't do the heavy lifting, nothing below it matters.
Two headline formulas consistently outperform for affiliate landing pages.
Formula 1: Pain-Driven
Lead with the problem. Make the reader feel seen.
Structure:
[Specific pain point] + [Time/frequency element] + [Implied solution exists]
GLP-1 examples:
"Still Losing and Regaining the Same 20 Pounds? There's a Biological
Reason It Keeps Happening."
"6 Years of Dieting. 4 Times Losing the Same Weight. Here's What
Your Doctor Probably Hasn't Told You."
"Your Diets Keep Failing for the Same Reason. And It Has Nothing
to Do with Willpower."
Why these work:
- Specific numbers (20 pounds, 6 years, 4 times). Not "struggling with weight."
- Implies there's an answer without revealing it. Curiosity gap.
- Reframes the problem (biology, not discipline). Reader feels understood, not blamed.
Formula 2: Curiosity-Driven
Lead with the gap between what they know and what they don't.
Structure:
[What they think they know] + [Why it's wrong/incomplete] + [Tease the real answer]
GLP-1 examples:
"Everything You've Been Told About Weight Loss Is Missing One
Critical Piece of Biology"
"Why 95% of Diets Fail Within 5 Years (and What Doctors Are Now
Recommending Instead)"
"The Reason Your Body Fights Every Diet You Try Has a Name.
It Also Has a Solution."
Why these work:
- Challenges existing belief. Creates tension that demands resolution.
- Cites a number (95%). Specific = credible.
- Positions the solution as new information, not a sales pitch.
What to Kill
Headlines that sound like ads die on landing pages. If it reads like a billboard, scrap it.
- "Transform Your Body Today!" (generic, pushy, AI cliche)
- "The #1 Weight Loss Solution" (unsubstantiated claim, compliance risk)
- "Lose Weight Fast with This Simple Trick" (clickbait, zero trust)
- "Ready to Finally Lose the Weight?" (cliche question, everyone scrolls past)
Body Copy Structure
Your headline got them to stay. Now the body copy needs to move them from "interested" to "filling out the form." That's a specific sequence.
The Pre-Sell Flow
1. Problem validation (2-3 sentences)
"You're here because diets haven't worked long-term."
2. Mechanism explanation (3-4 sentences)
"Here's why: your body fights caloric restriction biologically."
3. Solution introduction (2-3 sentences)
"GLP-1 medications work differently. They regulate hunger hormones
at the source."
4. Credibility (2-3 sentences)
"Originally developed for Type 2 diabetes. Now prescribed by
thousands of doctors for weight management."
5. How it works logistically (2-3 sentences)
"Telehealth consultation. Licensed physician. Prescription
delivered to your door."
6. Qualification (1-2 sentences)
"This isn't for everyone. It's for people who've tried diet and
exercise and keep cycling back."
7. CTA
"See if you qualify."
Why this order matters:
The reader needs to feel understood (problem validation) before they'll listen to an explanation (mechanism). They need to understand why it's different (solution) before they'll trust it (credibility). They need to trust it before they'll care how to get it (logistics). And they need to feel like it's specifically for them (qualification) before they'll act (CTA).
Skip a step and you lose them. Rearrange the order and it feels like a sales pitch instead of a logical progression.
Sentence-Level Rules
- Short paragraphs. 1-3 sentences max. Landing pages aren't articles. White space is your friend.
- One idea per paragraph. Don't stack multiple concepts. Let each one land.
- Specific over general. "95% of diets fail within 5 years" beats "most diets don't work long-term."
- Active voice. "GLP-1 regulates hunger hormones" not "hunger hormones are regulated by GLP-1."
- No fluff. Every sentence should either validate, educate, build credibility, or push toward the form. If it doesn't do one of those four things, cut it.
CTA Positioning
Where your CTA sits and how it reads determines whether the page converts or just educates.
Placement
Primary CTA: After the full pre-sell flow. This is your main conversion point. The reader has been validated, educated, and qualified. Now you ask.
Secondary CTA (optional): Mid-page, after the mechanism explanation. For readers who are already sold and don't need the full pitch. Keep this subtle. A text link or small button, not a screaming banner.
Sticky CTA (optional): Fixed button at the bottom of mobile. "See If You Qualify" always visible. Catches readers who are ready at any point.
Language
CTA copy matters more than CTA color. Here's what works for affiliate landing pages.
High performers:
- "See If You Qualify" (implies exclusivity, low commitment)
- "Talk to a Doctor" (authority, safety framing)
- "Learn More About GLP-1" (information framing, non-threatening)
- "Check Your Eligibility" (qualification framing)
Low performers:
- "Buy Now" (too aggressive for health)
- "Start Your Transformation" (AI cliche, nobody believes this)
- "Sign Up Today" (generic, gives no reason)
- "Get Started" (vague, what am I getting started with?)
The rule: Your CTA should describe what the reader gets, not what they do. "See If You Qualify" tells them the outcome. "Click Here" tells them the action. Outcome framing wins.
GLP-1 Example: Landing Page Sections
Here's what a complete landing page looks like when you put it all together.
Headline + Subhead
HEADLINE:
"Your Diets Keep Failing for the Same Reason. And It Has Nothing
to Do with Willpower."
SUBHEAD:
"New research shows why your body fights weight loss, and what
thousands of doctors are now recommending instead."
Problem Validation
You've tried keto. Whole30. Intermittent fasting. Maybe all of them.
Each time, it worked for a while. You lost the weight, felt great,
told yourself "this time it's different."
Then it came back. All of it. Sometimes more.
You're not failing. Your biology is working exactly as designed.
Mechanism
When you cut calories, your body increases ghrelin (the hunger
hormone) and decreases leptin (the satiety signal). It's a survival
mechanism built into your DNA.
Your body thinks you're starving. So it makes you hungrier, slows
your metabolism, and fights to restore the weight you lost.
This is why 95% of diets fail within five years. Not discipline.
Biology.
Solution Introduction
GLP-1 receptor agonists (the class of medication that includes
semaglutide) work differently than any diet.
Instead of fighting your hunger hormones, they regulate them. You
feel satisfied sooner. You think about food less. Your body stops
fighting you.
It's not willpower. It's biology working with you instead of
against you.
Credibility
GLP-1 medications were originally developed for Type 2 diabetes
management. Doctors noticed patients were losing significant weight
as a secondary effect.
Now, semaglutide is FDA-approved specifically for weight management
and prescribed by physicians across the country for patients with
chronic weight cycling.
Logistics
SlimRx connects you with a licensed physician through a telehealth
consultation. No waiting rooms. No judgment.
Your doctor reviews your history, discusses whether GLP-1 is
appropriate for your situation, and if prescribed, your medication
ships directly to you.
Weekly injection. At home. Takes about 30 seconds.
Qualification + CTA
This isn't for everyone.
If you've only tried one diet, or if you're looking for a quick fix,
this probably isn't the right path.
But if you've been through the cycle multiple times, if you've lost
and regained the same weight over and over, and if you're ready to
try something that works with your biology instead of against it:
[See If You Qualify]
Template Prompts for Landing Pages
Template 1: Headlines
Use this to generate a batch of headlines for testing. Run it, pick your top 3, A/B test.
You are a direct response copywriter specializing in landing page
headlines for [vertical].
Write 10 headlines for a landing page promoting [product/offer].
Audience: [demographics, psychographic, awareness level]
Compliance: Cannot say [X]. Can imply [Y].
Write 5 pain-driven headlines:
- Lead with a specific pain point the audience has experienced
- Include a number or timeline
- Imply a solution exists without naming it
- Reframe the problem (it's not their fault)
Write 5 curiosity-driven headlines:
- Challenge a common belief about [topic]
- Cite a statistic or study finding
- Create an information gap the reader needs to close
- Position the solution as new knowledge, not a product
Avoid:
- "Transform" / "game-changing" / "revolutionary"
- Questions as headlines ("Are you tired of...?")
- Unsubstantiated superlatives ("#1", "best", "most effective")
- Generic language that could apply to any product
Template 2: Benefit Bullets
For the section of the page where you list what the reader gets. These need to be specific, not generic.
You are a conversion copywriter writing benefit bullets for a
[product type] landing page.
Write 8 benefit bullets for [product/offer].
Audience: [demographics, main pain points]
Compliance: Cannot claim [X]. Can describe [Y].
Each bullet should:
- Lead with the outcome, not the feature
- Include a specific detail (number, timeframe, mechanism)
- Be one sentence (two max)
- Sound like something a real user would say, not a marketing team
Format: [Outcome statement]. [Specific supporting detail.]
Example of what I want:
"Feel satisfied after normal-sized meals. GLP-1 regulates your hunger
signals so you're not white-knuckling portion control."
Example of what I don't want:
"Advanced appetite regulation technology for optimal weight management."
Avoid:
- Medical claims or guarantees
- Jargon without plain-language explanation
- Feature-first framing ("Our product uses...")
- Superlatives ("the most powerful", "best-in-class")
Template 3: Objection Handling
For the FAQ or "common questions" section. This is where you address the reasons people don't fill out the form.
You are a conversion copywriter writing an FAQ section for a
[product type] landing page.
Write 6 Q&A pairs that address the top objections for [product].
Audience: [demographics, likely concerns]
Top objections to address:
1. [Price/cost concern]
2. [Safety/side effects concern]
3. [Legitimacy/scam concern]
4. ["Is this really different?" concern]
5. [Process/logistics concern]
6. [Qualification concern]
For each Q&A:
- Question: Write it the way a skeptical reader would actually ask
(casual, not formal)
- Answer: 2-4 sentences. Honest. Address the concern directly,
don't dodge it. Include one specific detail that builds credibility.
End with reassurance or next step.
Tone: Honest, direct, not defensive. If there's a real downside,
acknowledge it. ("It's not cheap. Here's why it costs what it does.")
Avoid:
- Dismissing concerns ("Don't worry about that!")
- Medical claims
- Corporate non-answers
- Overpromising
Your landing page is the last step before the conversion. Every word needs to earn its place. Validate the reader's experience. Educate them on the mechanism. Build credibility. Qualify them. Then ask.
If they fill out the form, they should know exactly what they're signing up for. That's good for conversions and good for compliance.
Next up: image ad copy.