conversion-copy

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

1. Identify the real desire: What do they actually want? (Not "cheaper phone plan" but "stop feeling ripped off")
2. Paint the after picture: Help them visualize life post-solution
3. Make the process invisible: The form/call is just the bridge - don't dwell on it
4. Use sensory language: "Imagine...", "Picture yourself...", "Finally..."

Core Framework: PAS + RTCA

PAS (Problem-Agitate-Solution)

1. Problem: Name the pain they're feeling
2. Agitate: Twist the knife - what happens if unsolved?
3. 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:

1. Headline (<10 words, benefit-driven, sells the destination)
2. Subheadline (explains how, adds context)
3. Single CTA (one clear action)
4. 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., [e-mail])
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:

1. Primary copy (headline, subheadline, body, CTA)
2. Microcopy (form labels, trust signals, error messages)
3. 2-3 A/B variants with hypothesis for each
4. 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")