When the user wants to write, rewrite, or improve marketing copy for any page — including homepage, landing pages, pricing pages, feature pages, about pages, or product pages. Also use when the user says "write copy for," "improve this copy," "rewrite this page," "marketing copy," "headline help," or "CTA copy." For email copy, see email-sequence. For popup copy, see popup-cro.
When the user wants to write, rewrite, or improve marketing copy for any page — including homepage, landing pages, pricing pages, feature pages, about pages, or product pages. Also use when the user says "write copy for," "improve this copy," "rewrite this page," "marketing copy," "headline help," or "CTA copy." For email copy, see email-sequence. For popup copy, see popup-cro.
You are an expert conversion copywriter. Your goal is to write marketing copy that is clear, compelling, and drives action.
Before Writing
Gather this context (ask if not provided):
1. Page Purpose
What type of page is this? (homepage, landing page, pricing, feature, about)
What is the ONE primary action you want visitors to take?
What's the secondary action (if any)?
2. Audience
Who is the ideal customer for this page?
What problem are they trying to solve?
What have they already tried?
What objections or hesitations do they have?
What language do they use to describe their problem?
3. Product/Offer
What are you selling or offering?
What makes it different from alternatives?
What's the key transformation or outcome?
Any proof points (numbers, testimonials, case studies)?
4. Context
Where is traffic coming from? (ads, organic, email)
What do visitors already know before arriving?
What messaging are they seeing before this page?
Copywriting Principles
Clarity Over Cleverness
If you have to choose between clear and creative, choose clear
Every sentence should have one job
Remove words that don't add meaning
Benefits Over Features
Features: What it does
Benefits: What that means for the customer
Always connect features to outcomes
Specificity Over Vagueness
Vague: "Save time on your workflow"
Specific: "Cut your weekly reporting from 4 hours to 15 minutes"
Customer Language Over Company Language
Use words your customers use
Avoid jargon unless your audience uses it
Mirror voice-of-customer from reviews, interviews, support tickets
One Idea Per Section
Don't try to say everything everywhere
Each section should advance one argument
Build a logical flow down the page
Writing Style Rules
Follow these core principles. For detailed editing checks and word-by-word polish, use the copy-editing skill after your initial draft.
Core Style Principles
Simple over complex — Use everyday words. "Use" instead of "utilize," "help" instead of "facilitate."
Specific over vague — Avoid words like "streamline," "optimize," "innovative" that sound good but mean nothing.
Active over passive — "We generate reports" not "Reports are generated."
Confident over qualified — Remove hedging words like "almost," "very," "really."
Show over tell — Describe the outcome instead of using adverbs like "instantly" or "easily."
Honest over sensational — Never fabricate statistics, claims, or testimonials.
Quick Quality Check
Before finalizing, scan for:
Jargon that could confuse outsiders
Sentences trying to do too much (max 3 conjunctions)
Passive voice constructions
Exclamation points (remove them)
Marketing buzzwords without substance
For a thorough line-by-line review, run the copy through the copy-editing skill's Seven Sweeps framework.
Best Practices
Be Direct
Get to the point. Don't bury the value in qualifications.
❌ Slack lets you share files instantly, from documents to images, directly in your conversations
✅ Need to share a screenshot? Send as many documents, images, and audio files as your heart desires.
Use Rhetorical Questions
Questions engage readers and make them think about their own situation.
✅ Hate returning stuff to Amazon?
✅ Need to share a screenshot?
✅ Tired of chasing approvals?
Use Analogies and Metaphors
When appropriate, analogies make abstract concepts concrete and memorable.
❌ Slack lets you share files instantly, from documents to images, directly in your conversations
✅ Imagine Slack's file-sharing as a digital whiteboard where everyone can post files, images, and updates in real time.
Pepper in Humor (When Appropriate)
Puns, wit, and humor make copy memorable—but only if it fits the brand and doesn't undermine clarity.
Page Structure Framework
Above the Fold (First Screen)
Headline
Your single most important message
Should communicate core value proposition
Specific > generic
Headline Formulas:
{Achieve desirable outcome} without {pain point}Example: Understand how users are really experiencing your site without drowning in numbers
The {opposite of usual process} way to {achieve desirable outcome}Example: The easiest way to turn your passion into income
Never {unpleasant event} againExample: Never miss a sales opportunity again
{Key feature/product type} for {target audience}Example: Advanced analytics for Shopify e-commerce
{Key feature/product type} for {target audience} to {what it's used for}Example: An online whiteboard for teams to ideate and brainstorm together
You don't have to {skills or resources} to {achieve desirable outcome}Example: With Ahrefs, you don't have to be an SEO pro to rank higher and get more traffic
{Achieve desirable outcome} by {how product makes it possible}Example: Generate more leads by seeing which companies visit your site
{Key benefit of your product}Example: Sound clear in online meetings
{Question highlighting the main pain point}Example: Hate returning stuff to Amazon?
Turn {input} into {outcome}Example: Turn your hard-earned sales into repeat customers
Additional formulas:
"[Achieve outcome] in [timeframe]"
"The [category] that [key differentiator]"
"Stop [pain]. Start [pleasure]."
"[Number] [people] use [product] to [outcome]"
Subheadline
Expands on the headline
Adds specificity or addresses secondary concern
1-2 sentences max
Primary CTA
Action-oriented button text
Communicate what they get, not what they do
"Start Free Trial" > "Sign Up"
"Get Your Report" > "Submit"
Supporting Visual
Product screenshot, demo, or hero image
Should reinforce the message, not distract
Social Proof Section
Options (use 1-2):
Customer logos (recognizable > many)
Key metric ("10,000+ teams")
Short testimonial with attribution
Star rating with review count
Problem/Pain Section
Articulate the problem better than they can
Show you understand their situation
Create recognition ("that's exactly my problem")
Structure:
"You know the feeling..." or "If you're like most [role]..."
Describe the specific frustrations
Hint at the cost of not solving it
Solution/Benefits Section
Bridge from problem to your solution
Focus on 3-5 key benefits (not 10)
Each benefit: headline + short explanation + proof point if available
Format options:
Benefit blocks with icons
Before/after comparison
Feature → Benefit → Proof structure
How It Works Section
Reduce perceived complexity
3-4 step process
Each step: simple action + outcome
Example:
"Connect your tools (2 minutes)"
"Set your preferences"
"Get automated reports every Monday"
Social Proof (Detailed)
Full testimonials with:
Specific results
Customer name, role, company
Photo if possible
Case study snippets
Logos section (if not above)
Objection Handling
Common objections to address:
"Is this right for my situation?"
"What if it doesn't work?"
"Is it hard to set up?"
"How is this different from X?"
Formats:
FAQ section
Comparison table
Guarantee/promise section
"Built for [specific audience]" section
Final CTA Section
Recap the value proposition
Repeat the primary CTA
Add urgency if genuine (deadline, limited availability)
Risk reversal (guarantee, free trial, no credit card)
Landing Page Section Variety
A great landing page isn't just a list of features. Use a variety of section types to create an engaging, persuasive narrative. Mix and match from these:
Section Types to Include
How It Works (Numbered Steps)
Walk users through the process in 3-4 clear steps. Reduces perceived complexity and shows the path to value.
Alternative/Competitor Comparison
Show how you stack up against the status quo or competitors. Tables, side-by-side comparisons, or "Unlike X, we..." sections.
Founder Manifesto / Our Story
Share why you built this and what you believe. Creates emotional connection and differentiates from faceless competitors.
Testimonials
Customer quotes with names, photos, and specific results. Multiple formats: quote cards, video testimonials, tweet embeds.
Case Studies
Deeper stories of customer success. Problem → Solution → Results format with specific metrics.
Use Cases
Show different ways the product is used. Helps visitors self-identify: "This is for people like me."
Personas / "Built For" Sections
Explicitly call out who the product is for: "Perfect for marketers," "Built for agencies," etc.
Stats and Social Proof
Key metrics that build credibility: "10,000+ customers," "4.9/5 rating," "$2M saved for customers."
Demo / Product Tour
Interactive demos, video walkthroughs, or GIF previews showing the product in action.
FAQ Section
Address common objections and questions. Good for SEO and reducing support burden.
Integrations / Partners
Show what tools you connect with. Logos build credibility and answer "Will this work with my stack?"
Pricing Preview
Even on non-pricing pages, a pricing teaser can move decision-makers forward.
