Eyebrow: who this serves
Headline: the outcome in six words
Subhead: what this page delivers and who it is for. Roughly 25 words, long enough to earn the scroll and short enough to scan.
Microcopy: one line that lowers the risk of clicking.
Secondary link: one sentence, always a link and never a second button.
Eyebrow: this section’s subject in three words
Heading: the point of this section in eight words
Body: the section’s argument in plain prose, written to be read straight through rather than scanned. Roughly 80 words, which is long enough to make one point properly and short enough to hold a reader at this measure.
Heading: what this set of points adds up to, in eight words
Intro: what the points below have in common and why they belong in this section, in roughly 30 words.
Card title: this point in five words
Card body: this point in roughly 30 words, which is enough to make it once and stop.
Card title: this point in five words
Card body: this point in roughly 30 words, which is enough to make it once and stop.
Card title: this point in five words
Card body: this point in roughly 30 words, which is enough to make it once and stop.
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Answer: the answer in the first sentence, then the reason for it, in roughly 60 words.
Answer: the answer in the first sentence, then the reason for it, in roughly 60 words.
Answer: the answer in the first sentence, then the reason for it, in roughly 60 words.
Answer: the answer in the first sentence, then the reason for it, in roughly 60 words.
Answer: the answer in the first sentence, then the reason for it, in roughly 60 words.
Answer: the answer in the first sentence, then the reason for it, in roughly 60 words.
Heading: name the moment, roughly six words
Alternate channel: the same ask by another door, in seven words or fewer. Never a second button.
Consequence: what she is agreeing to, in facts about the transaction and never in outcomes. How long it takes, what it costs, what she has to prepare. Roughly 25 words.
Lower-rung route: a smaller ask for a reader not ready for the one above. One sentence, always a link.