Demonstrate understanding of customers issues What does this SERVICE cover? "Is this SERVICE right for me?" What exactly do I receive? How it works Unique Selling Proposition Social proof testimonials Quick promise Product/service page: • A visual example of the result Why you're better than your competitors Social proof Brand promise Multiple Call To Action buttons 3 Calls To Action Demonstrate understanding of your customers real issue & how that's affecting their life For product: Defines specifically what's included For services: A named package & what's included "Is this right for me?" section How does it work/what happens next?