Speak to the contrast

One of the best ways to improve the copy on a landing page is to speak to the contrast of what your customers would typically experience if they didn’t have your service.

And one of the fastest ways to go about doing that is to identify how that difference makes them feel.

Because if you can speak to the frustration they feel from dealing with your competitors' customer service, or the apprehension they of purchasing an undelightful product, you can get to the crux of what they really want and need.

To feel heard. To feel at ease. And to feel cared for. (While getting their problems solved.)