What you are doing
Write the words
Ask for headlines, body text, and buttons.
Fills the copy part
Start headings with a clear outcome or action, then use active verbs such as "book", "compare", or "send" in the supporting copy. Give each section one primary call to action and label buttons with the result the reader will get. Do not use vague links such as "click here" or give two actions equal weight.
PatternDifficulty: beginner
How to get copy that sounds like you and not like a brochure.
GuideFills the copy part
Lead each feature with the result for the visitor, using a sentence such as "Spend less time..." or "Know exactly..." before naming how it works. Support each benefit with one concrete detail, example, or limit so it does not read like a promise. Do not list features without saying what they help someone achieve.
PatternFills the copy part
Keep headings under 8 words, paragraphs to 2 sentences, and most sentences below 18 words. Remove filler openings such as "in order to", repeated benefits, and adjectives that do not change the meaning. Do not cut the detail needed to understand the price, process, limit, or next step.
PatternFills the copy part
Address the reader as "you", use contractions, and open complicated sections with the question a visitor is likely to ask. Keep the reply in ordinary language and vary sentence length so it sounds spoken rather than scripted. Do not add fake banter, forced jokes, or slang that would feel unnatural for the audience.
PatternFills the copy part
Choose the familiar word over the specialist one, keep sentences under 20 words, and explain any unavoidable term the first time it appears. Put the subject and action near the start of each sentence, then use a short example for anything abstract. Do not use "utilise", "facilitate", "seamless", or unexplained acronyms.
PatternFills the copy part
Use complete sentences, specific nouns, and a clear order of information: what it is, who it helps, how it works, and what to do next. Support claims with a named result, timeframe, or source where one exists. Do not use emojis, casual slang, inflated promises, or a stiff stream of corporate nouns.
PatternFills the copy part
Answer the reader's likely worry directly, then explain the next step, expected timing, and who can help if something goes wrong. Use evidence and transparent limits, including what the visitor needs to provide before an outcome is possible. Do not promise "no risk", hide a condition, or use urgency to cover missing information.
PatternFills the copy part
Use the phrase a visitor would search for in the page heading, opening paragraph, and one relevant subheading, then write naturally around it. Give each section a descriptive heading and answer the underlying question with specific detail. Do not repeat the phrase in every sentence, hide keywords, or write a paragraph that sounds unlike a human explanation.
PatternFills the copy part
Structure the page as situation, tension, useful change, and next step, giving each stage a short heading. Use one real detail, quote, or measured result to make the change believable, and keep the visitor as the person moving through the story. Do not invent a customer story, bury the offer in background, or end without a clear action.
PatternFills the copy part
State the plain result first, then name the input, output, unit, version, or condition that makes the claim precise. Define every acronym on first use and use a short list of no more than 5 points for implementation details. Do not call something compatible, secure, or fast without saying how that was assessed.
PatternA quote from a real customer, used as evidence.
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