copywriting

Use a proven formula such as "{Achieve outcome} without {pain point}" or "The {category} for {audience}", then validate it with the "Now you can" test — the line must name a concrete new ability. Provide 2-3 alternatives with rationale and pick the clearest, not the cleverest.

Replace weak CTAs like "Submit" or "Learn More" with the formula [Action Verb] + [What They Get] + [Qualifier], such as "Start My Free Trial" or "See the Dashboard in Action." Match the CTA to its role — primary CTAs promise the outcome, secondary CTAs lower commitment.

A strong landing page follows: hero with clear value proposition, social proof bar, problem section, how it works in 3 steps, 2-3 key benefits, testimonial, use cases, comparison, FAQ, and a final CTA with risk reversal. Compact pages for ads can use just hero, proof, benefits, testimonial, and CTA.

No — email sequences, drip campaigns, and lifecycle emails are handled by the separate emails skill, and popup or modal copy by the popups skill. This skill covers website page copy only and will defer those requests to the appropriate skill.

Generic copy usually contains buzzwords ("revolutionary," "streamline"), vague claims, and company language instead of customer language. Fix it by swapping features for benefits, adding specific numbers, mirroring voice-of-customer phrasing, and removing exclamation points and qualifiers.

Don't average the messages — the Perception Gap means the same benefit reads as a selling point to one segment and a red flag to another. Create separate value propositions: speed and no-sales-call framing for founders, security and SLA framing for enterprise buyers.