Knowing the framework around which you’re going to build a house, or a website, make construction so much easier.

The alternative is to start building, see what happens…and then have to change it all completely.

Getting that framework right is the difficult bit. But once you have it, you’re filling in the gaps.

For a website there’s five cascading pieces from the top which make the writing or explanation of what you’re selling a breeze.

Imagine it as being a pyramid shape, with the main point at the top and the contributing stories filling out its lower sections.

• First, most important story. Your 2-10 word what and why
• Subheading. Specific explanation of your offer, and for whom
• Three bullet points. Key, benefits, explained

These make up a pyramid’s over-riding story, over a backup reinforcement statement, supported underneath with demonstrations.

Nailing these is difficult. But spend your time answering these five-vital-pieces, and your copy almost writes itself.