conversion-pages-engine

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.

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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

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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.

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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..."

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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 → CTA
• sales_letter: Hero → Problem/agitation → Mechanism → Proof → Offer → Stack → Objections → Guarantee → CTA
• vsl_page: Hero → Video placeholder → Bullets below video → Transcript (optional) → CTA
• upsell: Headline → What they just got → What's missing → Bridge offer → Stack → CTA
• home: Hero → What you do → Who it's for → Social proof → Services/Products → CTA
• about: Origin story → Philosophy → Proof of expertise → Who we serve → CTA
• pricing: 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):

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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+.