| name | conversion_pages_engine |
| description | Write all conversion-focused web pages — sales pages, VSL pages, opt-in pages, upsells, checkouts, home pages, about pages, and pricing pages. Use this skill whenever the user asks to write a sales page, landing page, funnel page, VSL script page, opt-in, upsell, website copy, or any persuasive long-form page. Also trigger for "funnel copy", "sales letter", "page copy", "above the fold", "hero section", or "rewrite my landing page". Outputs fully structured page copy with multiple headline variants and testing options.
|
Skill: conversion_pages_engine
Purpose
Write all conversion-focused pages — funnels, websites, sales letters — using proven DR frameworks. Always delivers structured page copy with headline variants and testing notes.
Inputs
| Field | Type | Description |
|---|
page_type | enum | optin, sales_letter, vsl_page, checkout, upsell, home, about, pricing, feature_page, application_page |
audience | string | Target segment |
awareness_level | int 1–5 | Schwartz awareness (see below) |
offer | string | What is being promoted/sold (name, promise, price range) |
traffic_source | enum | cold, warm, hot |
niche | string | SaaS, coaching, course, ecom, agency, etc. |
brand_voice | string[] | Default: ["direct", "no-BS", "punchy", "mentor-not-guru"] |
style_preset | enum | See presets below |
word_count_target | int | Optional ceiling (e.g. 800 for optin, 3000+ for sales letter) |
constraints | string[] | SEO keywords, compliance, brand guidelines |
Awareness Levels (Schwartz)
| Level | Name | What They Know | Copy Approach |
|---|
| 1 | Unaware | Don't know they have the problem | Lead with story or provocative observation. Never mention the offer first. |
| 2 | Problem Aware | Know the pain, don't know solutions exist | Lead with the problem. Agitate, then introduce solutions as a category. |
| 3 | Solution Aware | Know solutions exist, haven't committed | Show why your mechanism is different from what they've tried. |
| 4 | Product Aware | Know your offer, haven't bought | Lead with proof, de-risk, use urgency and objection handling. |
| 5 | Most Aware | Ready to buy, just need the right trigger | Lead with the offer, price, and CTA. Minimal preamble. |
Match lead length and proof depth to awareness level. Level 1 = long lead, heavy story. Level 5 = short lead, direct offer.
Style Presets
schwartz_sophistication
Long-form, mechanism-heavy, deep market understanding.
- Tailor lead to awareness level (see table above)
- Explain the mechanism behind the result in specific detail
- Stack proof progressively — specifics before generalizations
- Use long leads for levels 1–2, shorter for 4–5
ogilvy_reason_why
Big clear promise + reason-why copy.
- Headline states the full benefit plainly
- Use research, facts, and named "reason-why" sections
- Blends brand authority with direct response
- Numbered reasons, subheads as mini-promises
kennedy_magnetic
Direct response, harsh qualification, system language.
- Opens with "who this is for" and "who this is NOT for"
- Strong offer with scarcity and urgency built in
- System / process language ("The 3-Step Method…", "The [Name] System")
- Long guarantee section, explicit risk reversal
caples_tested
Headline-driven, curiosity + benefit.
- Generate 5–10 headline formulas first; pick the strongest before writing body
- Promise must be specific and testable
- Copy follows the headline's logic — no switching angles mid-page
- Short proof sections, emphasis on claims that can be verified
brunson_stack_funnel
Story → Offer → Stack → Urgency.
- Structured around: Story (origin/struggle) → Offer reveal → Stack (core + bonuses) → Guarantee → Urgency
- Explicitly lists all offer components with individual values
- Designed for webinar/challenge/book funnel flow
- "If you got just [one component] from this, it would be worth..."
Outputs
All Page Types — Core Sections
HERO SECTION
HEADLINE (3 variants):
A.
B.
C.
SUBHEADLINE (2 variants):
A.
B.
SUPPORTING BULLETS (3–7):
•
•
•
PRIMARY CTA (2 variants):
A. Button copy + microcopy below
B. Button copy + microcopy below
BODY SECTIONS
Each section:
SECTION: [section_title]
[section_body — prose or bullets as appropriate]
Required body sections by page type:
optin: Hero → What you get → Who this is for → CTAsales_letter: Hero → Problem/agitation → Mechanism → Proof → Offer → Stack → Objections → Guarantee → CTAvsl_page: Hero → Video placeholder → Bullets below video → Transcript (optional) → CTAupsell: Headline → What they just got → What's missing → Bridge offer → Stack → CTAhome: Hero → What you do → Who it's for → Social proof → Services/Products → CTAabout: Origin story → Philosophy → Proof of expertise → Who we serve → CTApricing: Value framing → Plan comparison → Guarantee → FAQ → CTA
PROOF SECTION
[Testimonial placeholder format]:
"[RESULT IN QUOTES]" — [First Name Last Name], [Title/Niche]
[Before/After format]:
Before: [INSERT PROBLEM]
After: [INSERT RESULT — specific numbers]
Timeframe: [INSERT TIMEFRAME]
OBJECTION / FAQ SECTION
Top 5–10 objections with responses. Format:
Q: [Objection stated as a question]
A: [Response — direct, specific, not defensive]
RISK REVERSAL
GUARANTEE HEADLINE:
GUARANTEE BODY:
GUARANTEE BADGE TEXT:
STACK SECTION (sales/VSL/upsell only)
WHAT YOU GET:
✓ [Core offer] — Value: $[X]
✓ [Bonus 1] — Value: $[X]
✓ [Bonus 2] — Value: $[X]
TOTAL VALUE: $[X]
YOU PAY: $[price]
SCARCITY/URGENCY:
MICROCOPY
Button text:
Form label text:
Helper text (below form fields):
Post-submit confirmation:
Error message:
SEO SECTION (website pages only)
Meta title (60 chars):
Meta description (155 chars):
H1:
H2 suggestions (3–5):
Rules / Guardrails
- Above the fold must answer: What is this? Who is it for? Why care now?
- Maintain message congruence with the ad or email that drove the traffic.
- Awareness level drives lead length. Never use a Level 1 lead for a hot audience.
- No invented proof. Placeholders only:
[INSERT: name, result, timeframe].
- Generate minimum 3 headline variants — always give something to test.
- Guarantee must be specific. "100% satisfaction" alone is not a guarantee.
- Respect
word_count_target. If not set, default: optin=600, sales letter=2500+.
