The headline matches the end result a potential customer is looking for. Even though it's the "Webflow Masterclass", Webflow is really just a means to an end. What customers are really after is building world-class websites without coding.

This first section immediately helps visitors self-select if it's for them. By calling out "You're ready to..." the site is appealing to what can be classified as "solution aware" visitors. Visitors already know what web design is, they've done it, they're aware of their current shortcomings, and now they're looking for a solution to help take them to the next level.

Now the pain is agitated by elaborating on experiences of FOMO, envy, inability, lack of skill, waning passion, and the complexity of coding. This is setting the stage for the solution by providing context as to why the course is necessary to help visitors achieve their desired result.

But how does the writer of this page know what the visitors are experiencing? Who are they to say those things? "I've been there" builds credibility and makes the copy more believable.

Visitors can empathize with Ran's story as someone very similar to themselves. There's nothing more powerful than being "one of them" when you're selling to a specific group of people. Because Ran has been there and done that, he can speak to the pains and dreams of potential customers. He's building trust by essentially saying "I'm one of you."

So what's the solution? The previous sections leave visitors with an open loop. It's not explicitly said yet, but Webflow is now introduced. Ran doesn't quite reveal why he's introducing Webflow yet, but the pieces are starting to assemble in visitors' heads.

Ran explains how he was skeptical at first (which makes his story more believable) and then praises Webflow as the website builder that could make his dreams a reality.

Tying back to section agitating the pain, he explains how you can build site without any coding.

Just getting Ran's take wouldn't go very far because he's obviously a bit biased and his credibility can only get him so far. So he brings someone else onto the page to support both Webflow and the course.

What's interesting about selling digital products based on specific tools or technology is that not only do you have to sell the value of your digital product, you also have to sell the value of the tool/tech it's based on. We see this here as Ran begins to get into more detail about Webflow.

Each of these speaks to core outcomes that visitors want for themselves: Eliminating wasted time, breaking free of templates, and of course making (a lot) more money.

Every superhero has an "Achilles Heel." A weakness. A caveat. But this is actually a good thing because Ran doesn't want to prop up Webflow as the perfect tool that works like magic. It is magical, but it also has a learning curve. This makes it more realistic in the eyes of visitors. Instead of wondering "Okay but what am I not being told?" they're thinking "So this is what I have to know going into it." This keeps expectations realistic and prevents bad-fit customers looking for a magic wand.

Here, Ran points out 7 major outcomes that students will receive. By specifically calling them out, he's forcing visitors to imagine what it'd be like to have those outcomes realized in their own lives.

He goes into further detail by introducing a section that talks about the "deliverables" students buy with the course.

By now, visitors will be wondering "So what's in the course? What do I get?" and this section describes what's included with their purchase.

Here we have the first explicit CTA. It's interesting how the full price isn't even shown here — just the $79 monthly payments. This anchors visitors to a pretty friendly price point. Even though it's 12 payments, $79 is anchored as an affordable price point.

One of the objections will inevitably be "Is this just a bunch of tutorials? Because I can get those on YouTube." This goes for a lot of courses centered around a specific tool/tech. Addressing it here opens the door to talk about even more student outcomes that draw visitors to the future imagining what it would be like to have those outcomes realized in their lives.

This is my favorite section of all. Instead of a social proof section full of quotes and testimonials, the social proof is in the work of the students by showcases real Webflow sites they built. Showing what students have achieved is POWERFUL. A logo or face is Level 1 social proof, a quote or testimonial is Level 2 social proof, a piece of evidence of a customer outcome is Level 3 social proof.

Ran takes the "What's included" section one step further by now showing the course curriculum. Removing the ambiguity makes the course feel much more tangible, and thus easier to justify as a purchase.

No such thing as too much social proof, so Ran has included a lengthy "tweet testimonial" section. Tweet testimonials bring more credibility than a copy-pasted testimonial on the page since it looks more authentic, coming directly from the customer's Twitter account.

"It's for you if..." is one of my favorite copywriting techniques to help visitors identify that it's a smart purchase for them.

Ran even includes some risk reversal by prominently displaying a money-back guarantee.

Even more social proof is displayed in the form of another quote from a student.