The headline starts with the outcome that the target audience is looking for while describing what it is and who it's for. If you don't start with a question, start with a statement about the outcome potential customers desire.

The subheadline is where the real money is at. Any time "the only..." is used in a sentence, you're onto something powerful. "Only" is the most powerful word you can use in positioning. This informs the way website visitors view the rest of the page. Think about how you can prime visitors to read your copy with the right mindset. It makes all the difference.

CTAs can be easily overengineered. Stick to one primary CTA and one secondary CTA and then use design to reflect the implied importance of each.

Once again in classic Pedro Cortes fashion, we start the body of the landing page with a criticism of the alternatives. This one is a bit unique, though, because it's essentially the impetus for why the product is built. Taking the time to explain to visitors what's wrong with the current way of doing things tees you up nicely to introduce your product. Everyone, audibly or inaudibly, asks why a product exists and what problems it solves. More specifically, summarizing the problems visitors experience as a feeling of a "guessing game" is a great way to communicate empathy.

Notice how each bullet point is a question. The inaudible "yes..." reply is building up small yeses in their head, like charging a battery you can utilize later for an important activity (i.e. making a decision to sign up).

When you have an agency, weekly and monthly reporting takes up a significant amount of "unbillable". It's wasted time, really. Reporting is essential to proving your work and showing results, but it's incredibly arduous and a huge pain. I also really admire the second section that lumps all competitive cold email platforms together. Sometimes when you're too specific about a competitor, it can come off as ingenuine and like you're nitpicking. Showing the flaws with a broader group of competitors can be a much more effective argument.

This is the "what is it costing them?" section in Pedro's landing page framework. Since the founder knows lead generation agencies and now positions the tool directly for them, the page can speak directly to the chief pain: struggling to stay in business. This is, quite literally, what keeps qualified website visitors up at night. Then the priming begins by showing a sneak peek of the results Wavo customers are getting.

Now Wavo is officially introduced and jumps right into the USP, which ties back to the "guessing game" mentioned earlier. Risk reversal is also introduced here by saying website visitors can get setup in 5 minutes and then start seeing results in just days. Time To Value is a concept not referenced much in SMB, but in the land of Enterprise, it's a key value proposition. The shorter you can prove you're helping and providing value, the better.

Another callback, this time referencing the mention to the pain around reporting. Each section also includes a common question potential customers have asked in sales conversations, essentially looping in the FAQ section right into the body of the page.

Now with all these grand claims and promises, website visitors will be skeptical, which makes for the perfect time to reference social proof from customers. Video testimonials are especially powerful as it's the most immersive experience with verbal and nonverbal communication. It also goes to show how happy current customers if they're willing to go through the trouble of recording a video and putting their face on the landing page. Pedro mentioned that most social proof is just fluffy compliments. You don't want compliments; you want results.

In the concluding primary CTA, Pedro usually uses FOMO or risk reversal in the headline. In this case, he decided to use FOMO in the headline and then risk reversal for most of the supporting copy: free trial, no contract, money-back guarantee, expert support, free migration, etc.

Just in case a website visitor isn't ready for a trial, a lead magnet is offered. The ebook includes a bunch of templates, sequences, and guidance that shows exactly how to do cold email outreach. The kicker is that there's a bit of ambiguity, so leads will probably try to do it all with spreadsheets and generic email outreach tools, which will only result in feeling the pain that Wavo alleviates. It's a fantastic case of truly "moving a lead down funnel" and helping them "qualify" themselves. The lead magnet facilitates potential customers experiencing the very pains and problems that the software solves.