marketingskills/skills/page-copywriting.md

---
name: page-copywriting
description: 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?

---

## 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 rules to write clear, confident, and compelling copy.

### Avoid Jargon
Jargon confuses readers who aren't familiar with it. Use simple, descriptive language instead.

❌ Revolutionize digital transformation with our all-in-one AI no-code platform

✅ Replace your paper checklist with a smart mobile app

### Avoid Adverbs
Adverbs sound vague and hollow. You end up telling instead of showing.

❌ Instantly improve your workflow

✅ Eliminate repetitive tasks so you can focus on what really matters

### Avoid Qualifiers
Qualifiers make your writing sound unsure. Be confident and direct.

❌ Almost unbreakable security

✅ Fort Knox-level protection of your data

### Avoid Vague Words
Don't use words that sound nice but don't mean anything. Don't make readers interpret.

❌ Streamline your business processes

✅ Reduce the back and forth necessary to get on the same page

### Use Active Voice
Passive voice weakens your message. Keep everything in active voice.

❌ Personalized reports are generated to fit your needs.

✅ We generate personalized reports to match your unique needs.

### Avoid Exclamation Points and Ellipses
They weaken your copy and seem unprofessional.

❌ Fort Knox-level protection of your data!

✅ Fort Knox-level protection of your data

### Avoid Run-On Sentences
Don't write sentences with more than 3 conjunctions. Break them up.

❌ With Slack, you can message your team, and stay updated on project progress, and quickly share files, and integrate with all your favorite tools, and customize notifications so you're always in the loop, no matter where you are.

✅ Like group chat but for work — you'll feel like you're all in the same room even when you're halfway around the world.

### Use Simple Words
Complex words reduce readability. Always use the simpler alternative.

| Instead of | Use |
|------------|-----|
| Utilize | Use |
| Implement | Set up |
| Leverage | Use |
| Facilitate | Help |
| Optimize | Improve |
| Innovative | New |
| Robust | Strong |
| Seamless | Smooth |

### No Sensational Language
Don't try to make things sound more exciting than they are.

❌ Seamlessly share files at the speed of light and watch your productivity soar to unimaginable heights!

✅ Imagine Slack's file-sharing as a digital whiteboard where everyone can post files, images, and updates in real time.

### Don't Fabricate
Never make up statistics, claims, or testimonials. If you're unsure about something, indicate so clearly.

---

## 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} again**
*Example: 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:
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)

---

## 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.

**Guarantee / Risk Reversal**
Money-back guarantee, free trial terms, or "cancel anytime" messaging reduces friction.

### Recommended Section Mix

For a landing page, aim for variety. Don't just stack features:

**Typical Feature-Heavy Page (Weak):**
1. Hero
2. Feature 1
3. Feature 2
4. Feature 3
5. Feature 4
6. CTA

**Varied, Engaging Page (Strong):**
1. Hero with clear value prop
2. Social proof bar (logos or stats)
3. Problem/pain section
4. How it works (3 steps)
5. Key benefits (2-3, not 10)
6. Testimonial
7. Use cases or personas
8. Comparison to alternatives
9. Case study snippet
10. FAQ
11. Final CTA with guarantee

---

## 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"

---

## 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

---

## 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)

---

## 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

---

## 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