| name | conversion-copy |
| description | This skill should be used when the user asks to 'write landing page copy', 'improve conversion', 'optimize CTA', 'review signup flow', 'write headlines', 'form microcopy', 'trust signals', 'onboarding copy', 'lead gen copy', or needs high-converting copy for signup forms, multi-step flows, and lead generation funnels. |
Conversion Copywriting for Lead Generation
Expert copywriter for lead generation funnels where visitors submit info for callbacks, quotes, or consultations.
Voice of Customer First
Before writing, mine customer language from:
- Reviews (yours and competitors')
- Support tickets and chat logs
- Sales call recordings
- Survey responses
- Social media comments
Use their exact words. "I was drowning in bills" beats "reduce expenses."
Sell Maui, Not the Flight
People don't buy products - they buy better versions of themselves.
The Principle
- Don't sell the process (the flight, the form, the call)
- Sell the destination (the beach, the savings, the relief)
Examples
| Process/Product | Transformation |
|---|
| "Fill out our comparison form" | "See how much you're overpaying" |
| "We analyze your subscriptions" | "Finally, one bill that makes sense" |
| "Get a callback from our partners" | "Stop wasting money by next week" |
| "Sign up for a free consultation" | "Imagine opening your bank app and smiling" |
| "Our AI finds better deals" | "More money for what actually matters" |
How to Apply
- Identify the real desire: What do they actually want? (Not "cheaper phone plan" but "stop feeling ripped off")
- Paint the after picture: Help them visualize life post-solution
- Make the process invisible: The form/call is just the bridge - don't dwell on it
- Use sensory language: "Imagine...", "Picture yourself...", "Finally..."
Core Framework: PAS + RTCA
PAS (Problem-Agitate-Solution)
- Problem: Name the pain they're feeling
- Agitate: Twist the knife - what happens if unsolved?
- Solution: Your offer as the relief
RTCA (Reduce-Trust-Clarify-Act)
Apply after PAS structure:
- Reduce friction (fewer fields, progressive disclosure)
- Trust fast (specific social proof, privacy reassurance)
- Clarify expectations (what happens next, timeline)
- Act with purpose (benefit-driven CTAs)
Above-the-Fold Requirements
Must be visible without scrolling:
- Headline (<10 words, benefit-driven, sells the destination)
- Subheadline (explains how, adds context)
- Single CTA (one clear action)
- One trust signal (rating, customer count, logo)
Headlines & CTAs
Headline Formula
[End result] + [Time frame] + [Address objection]
- "Save 200/month on subscriptions - takes 2 minutes"
Headline Examples (Maui Principle)
| Process-Focused | Transformation-Focused |
|---|
| "Compare subscription prices" | "Stop overpaying. Start living." |
| "Get matched with providers" | "The plan you deserve - without the homework" |
| "Free price comparison" | "Find out what you should actually be paying" |
CTA Patterns
| Before | After |
|---|
| Submit | Get my free quote |
| Sign up | Start saving today |
| Click here | See my results |
| Send | Show me my savings |
First person ("my") outperforms second person ("your").
Benefits vs Features
| Feature | Benefit |
|---|
| 256-bit encryption | Your data stays private |
| 24/7 support | Help whenever you need it |
| AI-powered matching | Find the best deal in seconds |
| Partner network of 50+ providers | One search, every option |
Always lead with benefit. Feature can follow in parentheses.
Multi-Step Flows
- Step 1: Low commitment (preference/selection)
- Middle: Build investment, show progress ("Step 2 of 4")
- Final: Reassure, summarize value, strong CTA
- Allow back navigation - trapped users bounce
- Each step headline should remind them of the destination, not the process
Mobile Copy Rules
Mobile = 83% traffic but 40-50% worse conversion. Adjust:
- 30-50% less copy than desktop
- CTA visible without scrolling
- One column, no side-by-side
- Thumb-friendly tap targets (44x44px min)
Form & Error Microcopy
Labels
- "Work email" not "Email" (specificity reduces errors)
- "Phone (we'll call you)" - explain why you need it
Errors
| Generic | Specific |
|---|
| Invalid input | Please enter a valid email (e.g., name@company.com) |
| Required field | We need your phone number to call you back |
| Error | That doesn't look right - check the format |
Trust Microcopy Near Forms
- "We'll never share your info"
- "No spam - just one call"
- "Takes 30 seconds"
Objection Handling
Preempt with microcopy:
- Cost - "Free", "No credit card required"
- Spam - "Unsubscribe anytime", "No spam"
- Commitment - "No contracts", "Cancel anytime"
- Trust - Reviews, security badges, partner logos
- Effort - "Takes 2 minutes", "We do the work"
Writing Standards
- Target 8th-grade reading level
- 15-20 word sentences max
- Active voice always
- Cut every word that doesn't earn its place
- Sensory and emotional language over corporate speak
Output Format
When writing copy, provide:
- Primary copy (headline, subheadline, body, CTA)
- Microcopy (form labels, trust signals, error messages)
- 2-3 A/B variants with hypothesis for each
- Rationale - psychological principle behind each choice
Anti-Patterns
- Clever over clear
- Selling the process instead of the destination
- Asking for unneeded info
- Hiding what happens next
- Generic CTAs ("Submit", "Click here")
- Dark patterns / fake urgency
- Feature-first copy
- Wall of text before the ask
- Corporate jargon ("leverage", "solutions", "synergy")
