Writing Outwardly
This example comes from the landing page of my favorite prayer and meditation app, Hallow. The format of listing out the features of the app is a great example of writing outwardly. Each feature starts with listing out the feature in an easy to read title format. It then moves into describing the benefits of the feature, as well as include a little bit about the experience of using the feature as well. Overall, this portion of the landing page does a great job with stating exactly what each feature is and how the user could benefit from it without burying the explanation in too much experience discussion.
Not Burying the Lead
I found this article on Hallow's "How to Pray" page, which breaks down practical tips on how to pray if people are curious on how to pray. Firstly, headings help to easily break up the page so that it isn't one large block of text. It also helps readers to easily identify each of the 6 practical tips and where they are in the article. But most importantly, each paragraph begins with the "message" or the answer first instead of making readers hunt for the answer on their own.
Not Saying Too Much
In this example, the page that describes the app's features in full does a great job with not saying too much. The headings and short paragraphs help lead the viewer's eye down the page as they scan. The size heirarchy between the headings and the paragraphs also helps to lead the viewer's eye down the page. For each feature, the headings are no more than four words, but convey the message clearly. The same applies to the short descriptive paragarphs; none of them are more than 5 lines, but they communicate the purpose and benefit of each feature effectively.
Making A Strong Call to Action
Immediately upon loading the landing page for the app Hallow, it is abudantly clear what the app is and what it does. Everything that needs to be said about the app and the buttons to download it from either the App Store or the Google Play store are all displayed "above the fold" so that the viewer doesn't have to continue to scroll to find out how to download the app. Adding that the app is "#1 in the world" right above the download button gives the viewer a huge incentive to simply click the button below to download the app and see for themselves just how good it is. Since the most important action for this website is for people to download their app, Hallow does an excellent job at putting the call to action button in a great place so that they can encourage more downloads.