copywriting

Lead with your single most important value proposition using specific language rather than generic claims. Proven formulas include "achieve outcome without pain point" or "the category for audience", and you should draft 2-3 alternatives with rationale for each.

Strong CTA copy uses an action verb plus what the visitor gets, such as "Start Free Trial" or "Get the Complete Checklist". Avoid weak labels like Submit, Sign Up, or Click Here, which communicate no value.

Landing pages carry a single message and single CTA matched to the ad or traffic source, presenting one complete argument. Homepages serve multiple audiences, lead with the broadest value proposition, and offer clear paths for different visitor intents.

Benefits over features: a feature is what the product does, while a benefit is what that means for the customer. Connect each feature to a concrete outcome, and use specific claims like "cut reporting from 4 hours to 15 minutes" instead of vague promises.

Use dedicated skills for adjacent tasks: copy-editing for polishing existing drafts, emails for email copy, popups for modal copy, and offers for structuring bonuses and guarantees. This skill covers website page copy intended to persuade and convert.