Copywriting Principles
The rules behind every section on a high-converting landing page. These are the principles our AI uses to generate copy.
Clear Before Clever
Every headline must name what the product does. If someone only reads the headlines, they should get it.
Eyebrow Strategy
Small labels above headlines should describe the product, not label the section type.
Human Voice
Write like you're explaining your product to someone on the phone — not like a marketing team wrote it.
Benefit-First
Pair every feature with the benefit it creates. The feature tells people what it does — the benefit tells them why they should care.
You're In Good Company
People want to know that others like them are already using this. Logos, numbers, and compliance badges check the mental boxes.
Name Their Pain
Show empathy for their frustrations. Make them feel "oh yeah, that IS annoying" before you talk about features.
Specific Social Proof
Pair every testimonial with a concrete metric. Names, roles, and numbers beat generic praise.
Objection Handling
Address the fears and hesitations your visitors have before they even ask.
Risk Reversal
Remove every barrier to saying yes. Free trials, guarantees, and no-commitment CTAs.
Narrative Arc
Structure the page as a story: recognition → problem → solution → proof → action.
One Primary Action
Every section has ONE clear next step. Don't split attention across multiple CTAs.
Squint Test
If someone reads ONLY the headlines, they should understand the full value proposition.