A little structure. A clearer next step.

Landing-page messaging

Capture what a real participant understands before deciding whether to change the message or the audience.

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Make it yours.

Start with what you know. Leave the rest open until you have evidence.

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Who is taking part?

Use a participant code, role, relevant recent workflow and screener result. An AI persona is not a participant.

Example

P01, account manager who recently transferred a client. Recruited based on a real instance, not job title alone.

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What exactly did they see?

Record page version/date, viewport, exposure or untimed condition, interruptions and any prior explanation.

Example

Page v2, [date], mobile, untimed. No product explanation beforehand. Interruption: [none or describe].

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What did they understand without help?

Keep the initial paraphrase verbatim, including who it is for, the task and remembered evidence. Do not replace it with the intended message.

Example

Exact answer: [quote]. Intended user/task they named: [record]. Evidence they remembered: [record or none].

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What changed after reading the full page?

Record the second paraphrase separately and how it relates to a recent workflow or current workaround.

Example

Exact answer after browsing: [quote]. Connection to their last transfer: [reported event or no connection].

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What next action did they expect?

Record the control they chose and the destination they expected. Do not require a signup or purchase during the session.

Example

Participant pointed to [button] and expected [demo or form]. Actual destination: [record].

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What was unclear or unconvincing?

Keep objections, referenced sections, contradictions and moderator explanations. Do not defend the page before recording answers.

Example

Quote: [objection]. Section: [reference]. Moderator explained [detail], so the following answer was no longer unaided.

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What is your interpretation?

Consider unclear copy, audience mismatch, unconvincing offer or unclear action. Tie the interpretation to a quote and name another explanation.

Example

Possible audience mismatch: the task was understood, but no recent transfer occurred. Alternative: the screener question was too broad.

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What will you test next?

Choose one revision or recruitment change, the evidence you need, an owner/date and a result that would challenge the hypothesis.

Example

Keep the headline and recruit people with a recent handoff. Ask the same unaided questions. Comprehension alone will not establish conversion improvement.

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Landing-page messaging

Capture what a real participant understands before deciding whether to change the message or the audience.

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