Article · Long read, about 30 minutes

Startup Handbook: Landing Page Copywriting

Julian Shapiro · julian.com Free Beginner

Shapiro gives you a concrete framework you can apply the same afternoon: write a header that is fully descriptive of what you sell, then build your value prop from a bad alternative, a better solution, and an action statement. It is free, example-heavy, and written for founders drafting their own page, not for agencies. Read it with your own headline open in another tab and rewrite as you go.

• Your header should pass one test: if a visitor reads only that line, do they know exactly what you sell.
• Build a value prop by naming the bad alternative people use today, how you beat it, then turning that into an action statement.
• Cut vague slogans and add a hook plus a subheader that explains why the claim is believable.