In the beginning, there’s the landing page.

It’s often a company’s first impression: a digital introduction to an organization, the problem it tackles, and the solutions it offers. The sophistication of landing pages can vary. Some companies use their homepage as a landing page. Others create specific pages that target discrete customer profiles and move them through a marketing funnel.

Landing pages also take various forms depending on the growth stage of a company. But that’s one of the common missteps that I see: landing pages prioritize the story of the startup, rather than the journey of the customer with the startup.

Landing page copy improves the more customers see themselves in it. Rethink and revise your landing page by building it around three elements. If that’s too much effort and you’re looking for fast fixes, the following tips will improve your current landing page copy.