Service / Product Title

(Optional) The subheading can be used to further explain the use case for your product or service. 

Value Proposition Headline

Craft a subheading to introduce the benefits people will experience as a result of using this product or service. In each title below, create a brief phrase that states the benefit. Then use the subtext to further explain the benefit.


For the benefit title, create a phrase that states each value proposition. If this was for a cell phone service family plan, for example, you might write something like, ‘Up to 10 Users’ or ‘Free Phone For Everyone’.


Do not make these descriptions about you or how great your offering is. Make them about the value that someone will experience if they use this particular product or service.


Although these statements can be as simple as ‘Save More Time’ or ‘Save More Money,’ it is encouraged to be more specific to the unique desires of your prospective customer as it relates to this product or service.

Service Narrative Headline

If your product or service requires more context, or would benefit from further explanation, use the section elements below to add copy that supports your offering.

Contextual Heading

Whether you are further describing the problem this product or service solves, or giving context to the problem itself, start writing your copy here. These blocks can also be used to describe different purchase options or packages within the service.

Contextual Heading

Using however many blocks necessary, continue to add copy into the left-right elements. As a general best practice, it is recommended to limit it to three, so you don’t overwhelm your user with information.

Process Headline

Craft a subheading to introduce the process of what it looks like to use this product or service. These should be straightforward and high-level thoughts; the goal is simply to help your prospective customer know what to expect.


Depending on your product or service, the first step in working with you may be as simple as setting up an account, assembling a product, or providing insight into a desired outcome. In any case, it should communicate the first overall phase of the customer experience for this product or service.


The second step in the process usually touches on the main action within the customer experience. For example, if it was a financial software program, you might write something like, ‘Import Your Expenses.’


For the final stage of the process, describe the result of the steps that precede it. Using the same financial software example from step two, ‘See Your Savings Clearly’ could be the type of aspirational statement that strongly caps off the customer experience.

Headline that Implies Credibility

Final Call to Action

You’ve told the user how this product or service solves their problem and makes their life better. Now is the time to directly call them to action. Remind them why they need this product or service to get what they want.