marketingskills/skills/page-copywriting.md

name, description

name	description
page-copywriting	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.

Page Copywriting

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?

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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

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Page Structure Framework

Above the Fold (First Screen)

Headline

• Your single most important message
• Should communicate core value proposition
• Specific > generic

Formulas that work:

• "[Achieve outcome] without [pain point]"
• "[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:

1. "Connect your tools (2 minutes)"
2. "Set your preferences"
3. "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)

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CTA Copy Guidelines

Weak CTAs (avoid):

• Submit
• Sign Up
• Learn More
• Click Here
• Get Started

Strong CTAs (use):

• Start Free Trial
• Get [Specific Thing]
• See [Product] in Action
• Create Your First [Thing]
• Book My Demo
• Download the Guide
• Try It Free

CTA formula: [Action Verb] + [What They Get] + [Qualifier if needed]

Examples:

• "Start My Free Trial"
• "Get the Complete Checklist"
• "See Pricing for My Team"

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Output Format

When writing copy, provide:

Page Copy

Organized by section with clear labels:

• Headline
• Subheadline
• CTA
• Section headers
• Body copy
• Secondary CTAs

Annotations

For key elements, explain:

• Why you made this choice
• What principle it applies
• Alternatives considered

Alternatives

For headlines and CTAs, provide 2-3 options:

• Option A: [copy] — [rationale]
• Option B: [copy] — [rationale]
• Option C: [copy] — [rationale]

Meta Content (if relevant)

• Page title (for SEO)
• Meta description

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Page-Specific Guidance

Homepage Copy

• Serve multiple audiences without being generic
• Lead with broadest value proposition
• Provide clear paths for different visitor intents
• Balance "ready to buy" and "still researching"

Landing Page Copy

• Single message, single CTA
• Match headline to ad/traffic source
• Complete argument on one page
• Remove distractions (often no nav)

Pricing Page Copy

• Help visitors choose the right plan
• Clarify what's included at each level
• Address "which is right for me?" anxiety
• Make recommended plan obvious

Feature Page Copy

• Connect feature to benefit to outcome
• Show use cases and examples
• Differentiate from competitors' versions
• Clear path to try or buy

About Page Copy

• Tell the story of why you exist
• Connect company mission to customer benefit
• Build trust through transparency
• Still include a CTA (it's still a marketing page)

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Voice and Tone Considerations

Before writing, establish:

Formality level:

• Casual/conversational
• Professional but friendly
• Formal/enterprise

Brand personality:

• Playful or serious?
• Bold or understated?
• Technical or accessible?

Maintain consistency throughout, but adjust intensity:

• Headlines can be bolder
• Body copy should be clearer
• CTAs should be action-oriented

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Related Skills

• page-cro: If the page structure/strategy needs work, not just copy
• email-sequence: For email copywriting
• popup-cro: For popup and modal copy
• ab-test-setup: To test copy variations properly