Software & SaaS
Drafting a landing page headline set for Wybis
A headline set is a small group of lines that work together: promise, proof and action. This guide walks through building one for a coined software name, using a worked example.
01
Step one: pick one reader and one job
Start by naming a single reader and the task they want finished. Worked example: a freelance designer who needs to collect client feedback without long email threads. A hypothetical Wybis feedback board becomes the concept. Write the job as a sentence: gather comments in one place and see what is still open. Avoid listing every feature. The headline set will only be as sharp as this sentence, so test it by reading it aloud to someone outside the project and asking them to restate what the product does for the designer.
02
Step two: write three headline layers
Draft a primary headline that states the outcome, a supporting line that states how, and a button label that states the action. For the feedback board example: primary, Every client comment in one place; support, Share a link, collect notes, close each item; button, Start a board. Keep the name Wybis in the page title and logo area, so the headline stays focused on the reader. Write three alternates for each layer, varying tone from plain to playful, then compare them against the single job sentence from step one.
03
Step three: check clarity before polish
Review the set with a simple test: cover the logo and ask whether a stranger could say who the page is for, what they can do and what happens after the click. Remove any phrase that needs insider vocabulary. Do not insert unsupported claims such as speed figures, customer counts or awards. If the product does not exist yet, label the page as a concept and invite interest instead of promising delivery. Finally, record the chosen set and the rejected alternates, so a later team can see the reasoning and test a new variation.