ACE LAB Workbook

Gather / Draft / Build

Landing Page Prep.

Before you open Squarespace, gather the ingredients. This page shows you what each section of a simple landing page needs so you can collect the visuals, copy and proof before you start building.

Do not design the page while you are still trying to figure out what needs to go on it.

Header + Navigation

The functional top of the page. Keep it light and make the main action obvious.

Gather before you build

Your primary logo or wordmark 1 clear CTA button The destination/link for that CTA Any essential navigation links only

Hero Section

The first screen should tell someone what this is, who it is for and why they should keep reading.

Gather before you build

1 strong hero image or short video 1 headline that explains the core promise or idea 1 short supporting paragraph explaining what it is / who it is for Your main CTA wording

Your copy needs to answer: “What is this, and why should I care?”

What It Is + Why It Matters

Give the visitor enough context to understand the offer without making them work for it.

Gather before you build

1 short explanation of what the offer/product/service actually is 3 key benefits, outcomes or reasons it matters 1 supporting image, graphic or visual if needed Any essential details people need before continuing

Your copy needs to answer: “What am I actually getting, and what does this help me do, feel, understand or change?”

Questions + Objections

Answer the things that could make someone hesitate, misunderstand the offer or leave the page.

Gather before you build

3 to 6 questions your ideal person is likely to ask Short, plain-language answers to each question Pricing / timing / delivery details if relevant Any important “is this for me?” clarification

Think: What would someone need answered before they felt comfortable saying yes?

Social Proof

Show evidence that helps the visitor trust the experience, offer or result.

Gather before you build

2 to 4 strong testimonials Names / roles / headshots if you have permission to use them Screenshots, reviews, results or case-study evidence 1 strongest piece of proof to feature first

Choose proof that answers: “Why should I trust that this is worth my time, money or attention?”

Final Decision Section

Bring them back to the core value of the page and make the next step unmistakable.

Gather before you build

1 final headline or closing statement 1 short paragraph reminding them why this matters Final CTA wording CTA link / checkout / booking destination

Your copy needs to answer: “Why should I take the next step now, and what exactly do I click?”

Footer + Essentials

Finish the page with the practical information people may need.

Gather before you build

Contact email or contact page Social links Privacy / terms links if required Any final navigation links

Draft Your Flow

Now work through each section.

This uses the same structure as your prep checklist. Tick what you already have, fill in what is missing, and leave anything unfinished so you know exactly what still needs to be created.

Header + Navigation

This is the boring functional bit at the top of your website. You can absolutely come back to it at the end. Its job is simply to help people know where to go.

Work through this section

I have my logo / wordmark ready I know which links need to sit in my navigation I know whether I need a dropdown for multiple offers I know my main header CTA

What links need to appear at the top?

Do you have multiple offerings that need a dropdown?

What is your main call to action?

What URL does that CTA go to?

Remember: this section is navigation, not your big brand statement. Keep it useful and simple.

Hero Section

This is the first real impression. It should visually feel like you and quickly communicate the core of you, your work, your idea or your mission.

Work through this section

I have one strong hero image I have a hero video instead / as an option I have my main headline I have a short supporting line or paragraph

What hero image or video are you using?

What is the big headline?

What does the smaller supporting copy need to explain?

Do you have a slogan, descriptor or short identity line?

This section should answer: “Who are you, what is the world I have just entered, and why should I keep scrolling?”

What You Do + Why It Matters

Now give people enough context to understand your work without making them decode it.

Work through this section

I can explain what I do simply I know the key outcomes / benefits I have a supporting image or visual if needed I know where I want people to go next

What do you actually do?

What are the 3 most important things someone gets from your work?

Where should this section lead them?

Questions + Objections

Answer the questions that might otherwise make someone hesitate, misunderstand the offer or leave the page.

Work through this section

I know the questions people usually ask I know what pricing / timing information belongs here I can explain who this is and is not for I can explain how it works

What questions need answering?

Think: “What would someone need to understand before they felt comfortable taking the next step?”

Social Proof

Give people evidence that your work is real, trusted and has already created an experience or result for someone else.

Work through this section

I have testimonials I have screenshots / reviews / visual proof I have permission to use names / images where needed I know which proof is strongest

What proof are you using?

What is the strongest piece to show first?

Final Decision Section

Bring them back to the main idea and make the next action incredibly obvious.

Work through this section

I have a final closing statement I know my final CTA The CTA destination is ready I have any final image / visual I want to use

What do you want them to remember right before they decide?

What do you want them to click?

Where does that button go?

Footer + Essentials

Finish with the practical bits people may need. This can stay very simple.

Work through this section

I have a contact email / contact page My social links are ready Privacy / terms links are ready if required I know which navigation links should repeat here

What needs to appear in your footer?

Your Website Flow.

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