Hey, it’s Anum & Fatima here again 👋
Welcome to the seventh edition of our newsletter! Thanks for reading, it truly means a lot to us.
We took a two-week break, but we’re back with something that we’ve been working on lately: writing landing page copy.
For those who are new here: we’re sisters, software engineers, and builders at heart. And while we’ve spent years focused on writing clean code, we recently realized that writing clear copy can be just as powerful.
When you work only as a developer, copywriting often feels “not your job”. But as you grow, you start seeing how much it matters especially when you’re building landing pages for your own products and services.
That’s exactly what we’ve been improving this month: both on our services website and a digital product landing page.
At the beginning of October, we joined a Digital Products Live event by Iman Gadzhi, which was packed with insights. One idea stood out the most:
“A great landing page script makes the gap between where your reader is now and where they want to be feel massive.”
It clicked. That gap is what creates emotion, trust, and action.
Here’s the 12-part framework we learned and started applying to our own pages:
1. Introduction:
Grab attention and connect instantly with your reader’s pain.
2. Real Cause of Problem:
Show that you understand the deeper issue, not just the surface pain.
3. Solution Mechanism:
Reveal the unique approach or method that makes your product effective.
4. The Damaging Admission:
Share a vulnerable truth that builds trust and credibility.
5. Transition:
Bridge smoothly from the problem to your solution.
6. Product:
Introduce what you’re offering clearly and confidently.
7. Offer:
Add value by showing what’s included and why it’s worth it.
8. CTA + Scarcity:
Encourage action with urgency or limited availability.
9. Bonuses:
Sweeten the deal with extra value or exclusive add-ons.
10. Guarantee:
Reduce risk and build confidence with a promise or reassurance.
11. Urgency:
Add a time or quantity-based reason to act now.
12. Options:
End with clarity, what happens if they take action vs. if they don’t.
You can see this framework in action here:
Our services site (new version) - previously vague, now much clearer.
Our digital product landing page - built around storytelling flow instead of random sections.
Once you have these elements, organize them like a story, not a sales pitch. That’s what makes a landing page convert.
Follow along with our daily updates on Instagram: @inthelinesofcode
Talk soon,
🥷 Anum & Fatima 👩🎨
P.S. We love meeting people online! Hit reply and tell us who you are, what you do (whether it’s one sentence or your whole story). We read every reply.
