Product copy, headlines, CTAs, and content that converts.
Words that convert.
Before writing copy, ask:
| Dimension | Spectrum |
|---|---|
| Tone | Formal/corporate ←→ Casual/conversational |
| Length | Short/punchy ←→ Long-form/detailed |
| Approach | Feature-focused ←→ Benefit-focused |
| Urgency | Soft sell ←→ Hard sell |
| Proof | Claims-based ←→ Evidence-heavy |
| If Context Is... | Then Consider... |
|---|---|
| SaaS + B2B audience | Professional tone, feature-benefit bridge, ROI focus |
| Consumer product + Gen Z | Casual, short, benefit-led, social proof heavy |
| High-ticket service | Long-form, trust-building, objection handling |
| Ad copy + cold traffic | Short, hook-focused, curiosity-driven |
| Email + warm audience | Conversational, personal, direct CTA |
| Content Type | Purpose |
|---|---|
| Headlines | Grab attention, communicate value |
| Subheadlines | Expand on promise, add context |
| CTAs | Drive action |
| Features | Explain what it does |
| Benefits | Explain why it matters |
| Social Proof | Build trust |
[Outcome] + [Without Pain Point]
"Build beautiful apps without writing CSS"
"Get clients without cold calling"
"Ship faster without sacrificing quality"
[From State] → [To State]
"From idea to production in hours, not weeks"
"Turn sketches into code instantly"
"Transform your workflow with AI"
[Specific Number] + [Outcome]
"10x your development speed"
"Ship 3 features per week"
"Join 50,000+ developers"
[Pain Point as Question]
"Tired of writing boilerplate?"
"What if building apps was actually fun?"
"Ready to ship your idea?"
[Product] vs [Alternative]
"Like Notion, but for developers"
"Figma meets VS Code"
"The anti-template template"
Expand the promise:
Headline: "Ship 10x faster"
Subheadline: "AI-powered development that handles the boring stuff
so you can focus on what matters."
Add specificity:
Headline: "Build beautiful apps"
Subheadline: "Pre-built components, animation presets, and design
tokens that just work."
Reduce friction:
Headline: "Start building today"
Subheadline: "No credit card required. Free forever for personal projects."
| Weak | Strong |
|---|---|
| Submit | Get Started |
| Click Here | Try Free |
| Learn More | See How It Works |
| Sign Up | Start Building |
| Buy | Get Access |
[Action] + [Benefit]
"Start building for free"
"Get your first client today"
"Deploy in 60 seconds"
[Action] + [Timeframe]
"Try free for 14 days"
"Ship your first app today"
"Get started in minutes"
| Type | Use | Example |
|---|---|---|
| Primary | Main action | "Get Started Free" |
| Secondary | Alternative | "See Demo" |
| Tertiary | Low priority | "Learn More" |
Feature: What it does Benefit: Why that matters
| Feature | Benefit |
|---|---|
| "AI-powered code generation" | "Ship features in hours, not days" |
| "Real-time collaboration" | "Work with your team seamlessly" |
| "One-click deploy" | "Go live instantly, no DevOps needed" |
| "Built-in analytics" | "Know exactly what's working" |
So What Test:
Feature: "We use AI to generate code"
So what? "It saves time"
So what? "You ship faster"
So what? "You beat competitors to market"
So what? "You make more money"
Benefit: "Beat competitors to market with AI-powered development"
[Headline]: One sentence, max impact
[Subheadline]: 1-2 sentences expanding the promise
[CTA Primary]: Action + benefit
[CTA Secondary]: Lower commitment option
Example:
Ship 10x Faster with AI
Pre-built components, intelligent code generation, and
one-click deploy. Build production apps in hours.
[Get Started Free] [Watch Demo]
[Section Headline]: Summarize capability set
[Feature Cards]:
- Icon
- Feature name (2-4 words)
- Description (1-2 sentences)
Example:
Everything you need to ship
[Icon] Smart Components
Drop-in components that adapt to your design system automatically.
[Icon] AI Assistance
Generate, refactor, and debug code with natural language.
[Icon] One-Click Deploy
Push to production instantly. We handle the infrastructure.
[Quote]: Specific, results-focused
[Attribution]: Name, role, company (with photo)
[Metric]: Quantified result if possible
Example:
"We shipped our MVP in 3 days instead of 3 months.
This tool paid for itself on day one."
— Sarah Chen, Founder @ StartupXYZ
[Tier Name]: Clear, memorable
[Price]: Prominent, with billing cycle
[Best For]: Who should choose this
[Features]: What's included
[CTA]: Tier-specific action
[Question]: Real question users have
[Answer]: Direct, helpful, builds trust
Tips:
| Do | Don't |
|---|---|
| Confident | Arrogant |
| Clear | Jargon-heavy |
| Conversational | Stiff |
| Specific | Vague |
| Honest | Hyperbolic |
Casual/Playful:
"Building apps should be fun. We're making it happen."
"Finally, a tool that doesn't suck."
Professional/Trusted:
"Enterprise-grade infrastructure for modern teams."
"Trusted by 10,000+ companies worldwide."
Bold/Disruptive:
"Traditional development is dead."
"The future of building starts here."
| Weak | Strong |
|---|---|
| "Email" | "Work email" |
| "Password" | "Create a password" |
| "Name" | "Full name" |
| Weak | Strong |
|---|---|
| "Error" | "That email doesn't look right" |
| "Invalid input" | "Password needs 8+ characters" |
| "Failed" | "Couldn't save. Try again?" |
[Illustration/Icon]
[Headline]: "No projects yet"
[Subtext]: "Create your first project and start building"
[CTA]: "Create Project"
"Getting things ready..."
"Almost there..."
"Loading your dashboard..."
"You're all set!"
"Welcome aboard 🎉"
"Changes saved"
"Write a hero section headline and subheadline for [product description]"
"Create 4 feature cards with icons, titles, and descriptions for [feature list]"
"Write 3 testimonial quotes for [product type] from [persona types]"
"Create pricing page copy for 3 tiers: free, pro, enterprise"
"Write FAQ section addressing [common objections]"
"Create onboarding copy for [user flow]"