1. Check that your headline + intro answer fundamental questions (what is this?, who is it for? how does it solve a problem/meet a desire?)
  2. Ensure subheadings and body copy are telling the same story
  3. Write sub-headings that educate or entice the reader.
  4. Use jargon, but only when it’s jargon your audience actually uses and understands
  5. Make statistics, claims, and descriptions of benefits as specific as possible
  6. If your copy speaks to more than one audience, make it clear who you’re speaking to

Optimization notes