Messaging & Conversion Assets

Welcome

Last week, you defined your market, ideal customer and value proposition.

This week, you'll transform those strategic foundations into customer-facing assets.

Using the templates and course videos, you will develop messaging, build a high-converting landing page, and identify the conversion assets that move prospects from interest to purchase.

By the end of this sprint, you'll have the core marketing assets needed to launch your go-to-market strategy.

Downloads

1. Week 2 Sprint Activity Sheet

2. Wk2 Act 5 Message Blank

3. Wk2 Act 5 Message

4. Wk2 Act 6 Landing Pages

5. Wk2 Act 7 Tools for Trust

6. Download ZIP

Sprint Objective

By the end of Week 2, you will have:

• A completed Messaging Framework

• A completed Landing Page

• A prioritised Conversion Funnel

How To Complete This Sprint

Work through the activities in order.

Each activity builds on the previous one.

We recommend:

1. Watch the lesson video

2. Download the template

3. Complete the exercise

4. Review the worked example

5. Submit your deliverable

Do not aim for perfection.

The goal is to create a first version that can be tested and improved over time.

Downloads

1. Week 2 Sprint Activity Sheet

2. Wk2 Act 5 Message Blank

3. Wk2 Act 5 Message

4. Wk2 Act 6 Landing Pages

5. Wk2 Act 7 Tools for Trust

6. Download ZIP

Activity 5

Messaging Framework

Goal

Develop messaging that resonates with different buyers while keeping your positioning consistent.

Different stakeholders buy for different reasons.

Learn when to lead with:

• Jobs to Be Done

• Pains

• Gains

Complete

Using the Activity 5 Messaging Framework worksheet:

• Copy your Positioning Statement from Week 1

• Identify your top Jobs, Pains and Gains

• Create Job-led messaging

• Create Pain-led messaging

• Create Gain-led messaging

• Complete the Messaging Summary

Questions

• Who is your economic buyer?

• Who is your day-to-day user?

• Which messaging approach feels strongest?

• Which stakeholder most influences the buying decision?

Deliverable

Completed Messaging Framework

Best Practices

• Keep your positioning consistent.

• Adapt your messaging to the audience.

• Lead with what matters most to each buyer.

• Match your CTA to buyer intent.

Activity 6

High-Converting Landing Page

Goal

Turn your messaging into a landing page that clearly communicates your value proposition and encourages prospects to take action.

Watch the Week 2 Landing Page lesson before completing this activity.

Use the supplied landing page template as your guide.

Complete

Using the Landing Page template:

Build:

• Hero

• Problem

• Solution

• Benefits

• Product

• Trust

• FAQ

• Final CTA

Replace the example copy with your own messaging from Activity 5.

Questions

• Does the hero clearly communicate your value proposition?

• Is your primary CTA obvious?

• Does every section help move the buyer forward?

• Is the page written for your primary audience?

Deliverable

Completed Landing Page

Best Practices

• Keep headlines outcome-focused.

• Use one primary CTA.

• Remove unnecessary content.

• Focus every section on helping the buyer make a decision.

Activity 7

Build Your Conversion Funnel

Goal

Identify the conversion assets your buyers need throughout their buying journey.

Most customers don't buy after visiting a homepage.

They buy after building confidence.

This activity helps you prioritise the tools that move prospects from curiosity to commitment.

Complete

Using the Build Your Conversion Funnel worksheet:

• Map your buyer journey

• Identify customer questions at each stage

• Select the highest-impact conversion tools

• Prioritise the first assets you'll build

Questions

• Which stage of your funnel is weakest?

• What questions do prospects ask most often?

• Which questions could be answered before a sales call?

• Which conversion asset would have the biggest impact?

Deliverable

Completed Conversion Funnel Roadmap

Best Practices

• Prioritise assets that remove buying friction.

• Focus on one buyer journey.

• Build the highest-impact tools first.

• Don't build everything at once.

Downloads

1. Week 2 Sprint Activity Sheet

2. Wk2 Act 5 Message Blank

3. Wk2 Act 5 Message

4. Wk2 Act 6 Landing Pages

5. Wk2 Act 7 Tools for Trust

6. Download ZIP

End-of-Sprint Deliverables

Complete

□ Messaging Framework

□ Landing Page

□ Conversion Funnel

Final Reflection

Before moving into Week 3, answer:

1. Does your messaging clearly communicate your value proposition?

2. Does your landing page guide visitors towards a clear CTA?

3. Which conversion assets will have the greatest impact on your sales process?

4. What questions can you answer before speaking to a prospect?

5. Which asset will you build first after completing this sprint?

Success Criteria

You are ready for Week 3 when you have:

• A completed Messaging Framework

• A completed Landing Page

• A prioritised Conversion Funnel

• Clear messaging for your primary buyer

• A roadmap for future conversion assets