Copywriting Skill

This skill ensures all website copy sounds human, specific, and persuasive—not generic or templated.

Overused Words & Phrases

These words can feel generic. Consider more specific alternatives:

Words to Replace with Specifics

• Revolutionize / Revolutionary → describe the actual change

• Leverage → use, apply, take advantage of

• Synergy / Synergistic → collaboration, teamwork, combined effort

• Cutting-edge → new, modern, recently developed

• Seamless / Seamlessly → smooth, easy, without friction

• Empower / Empowering → help, enable, give you control

• Game-changer / Game-changing → significant, meaningful, important

• Next-generation → new, updated, version 2.0

• Best-in-class → top-rated, highly rated, #1 in [category]

• World-class → excellent, expert-level

• Unlock (your potential, growth, etc.) → achieve, reach, gain

• Elevate → improve, enhance, raise

• Transform / Transformative → change, improve, update

• Streamline → simplify, speed up, make easier

• Robust → strong, reliable, thorough

• Scalable → grows with you, flexible, adaptable

• Innovative / Innovation → new approach, different method

• Disrupt / Disruptive → change, challenge, rethink

• Holistic → complete, whole, comprehensive

• Ecosystem → system, network, community

• Paradigm → approach, model, method

• Optimize → improve, refine, tune

• Dynamic → active, changing, responsive

• Curated → selected, chosen, hand-picked

• Bespoke → custom, personalized, tailored

• Thoughtfully designed → [describe what makes it thoughtful]

Phrases to Avoid

• "In today's fast-paced world..." → just get to the point

• "We're passionate about..." → show, don't tell

• "Our team of experts..." → specific credentials work better

• "Take your X to the next level" → describe the actual outcome

• "One-stop shop" → be specific about what you offer

• "At the end of the day..." → unnecessary filler

• "It's not just X, it's Y" → just say what it is

• "We don't just X, we Y" → just say what you do

• "More than just a X" → say what it actually is

• "Your partner in X" → describe the relationship specifically

• "Solutions for all your X needs" → be specific

• "Whatever your X needs" → be specific

• "Say goodbye to X and hello to Y" → describe the change

• "The future of X is here" → describe what's new

What TO Write Instead

Be Specific

Vague Specific

"Save time" "Save 3 hours every week"

"Affordable pricing" "Plans start at $29/month"

"Fast delivery" "Delivered in 2 days or less"

"Trusted by thousands" "Trusted by 12,847 customers"

"Improve your results" "Increase conversions by 34%"

"Quality service" "4.9 stars from 2,400 reviews"

Use Active Voice

Passive Active

"Your order will be shipped" "We ship your order"

"Results can be seen in..." "See results in..."

"Appointments are scheduled by..." "Schedule your appointment"

Keep It Short

• Headlines: 6-12 words max

• Subheadlines: 15-25 words max

• Body paragraphs: 3 sentences max

• Bullet points: 8-12 words each

Headline Formulas That Work

The "Get X Without Y" Formula

"Get more customers without spending more on ads" "Build muscle without living at the gym"

The Specific Number Formula

"5 ways to double your email open rates" "The 3-step system for stress-free meal planning"

The "For [Audience]" Formula

"Project management for teams that hate project management" "Accounting software for people who aren't accountants"

The Outcome Formula

"Wake up to a clean inbox every morning" "Finally understand your website analytics"

The Question Formula

"What if your website actually brought in leads?" "Tired of [common pain point]?"

The How-To Formula

"How to write emails people actually open" "How [Company] grew from 0 to $1M in 18 months"

CTA Button Copy

Generic CTAs to Improve

• "Submit" → describe what happens next

• "Click here" → say where they're going

• "Learn more" → be specific about what they'll learn

• "Get started" → describe the first step

• "Sign up" → tell them what they're signing up for

• "Contact us" → make it action-oriented

Better CTA Patterns

Verb + Outcome:

• "Start my free trial"

• "Get my custom quote"

• "See pricing plans"

• "Book my consultation"

• "Download the guide"

Specific + Action:

• "Join 10,000+ members"

• "Start saving today"

• "Create my account"

• "Send me the templates"

First-Person:

• "Show me how it works"

• "Yes, I want this"

• "Start my journey"

Urgency (when genuine):

• "Claim my spot"

• "Reserve my seat"

• "Get instant access"

Tone By Section

Hero Section

• Goal: Hook attention, promise outcome

• Tone: Confident, direct, benefit-focused

• Length: Headline + 1-2 sentence subheadline

• Example:

Stop losing customers to slow support Respond to every message in under 5 minutes with AI that sounds like your best agent.

Features Section

• Goal: Explain what you offer

• Tone: Clear, specific, benefit-oriented

• Length: Short headline + 1-2 sentences per feature

• Tip: Lead with the benefit, then the feature

• Example:

Never miss a follow-up Automatic reminders ping you before any lead goes cold. Set once, forget forever.

Social Proof Section

• Goal: Build trust through others

• Tone: Authentic, specific, relatable

• Tip: Real names, real photos, real numbers

• Example:

"We cut our response time from 4 hours to 12 minutes. Our CSAT went up 23 points." — Sarah Chen, Head of Support at Acme

Pricing Section

• Goal: Make decision easy

• Tone: Transparent, no-pressure, value-focused

• Tip: Anchor with most popular, explain who each tier is for

• Example:

Starter — For solo founders testing the waters Growth — For teams ready to scale (Most Popular) Enterprise — For organizations with complex needs

FAQ Section

• Goal: Overcome objections

• Tone: Helpful, honest, conversational

• Tip: Use actual customer questions, not softballs

• Example:

What if I need to cancel? No contracts, no cancellation fees. You can leave anytime from your dashboard. We'll even export your data for you.

Final CTA Section

• Goal: Convert those on the fence

• Tone: Encouraging, low-risk, urgent

• Tip: Remind of value, remove risk

• Example:

Ready to stop guessing? Join 2,400 marketers who know exactly what's working. Start free—no credit card needed.

Voice Calibration by Brand

Read SITE.md for brand personality, then adjust:

Personality Voice Example

Formal + Serious "Schedule a consultation with our team"

Formal + Playful "Let's make your taxes slightly less terrible"

Casual + Serious "We take your security seriously—here's how"

Casual + Playful "Finally, software that doesn't make you want to scream"

Luxury "Experience the difference"

Accessible "See how it works"

Bold "Stop wasting time. Start closing deals."

Understated "Simple tools for complex problems"

Checklist Before Publishing Copy

• Replaced generic words with specific alternatives

• Every claim includes specifics (numbers, timeframes, outcomes)

• Active voice throughout

• Headlines under 12 words

• Body paragraphs under 3 sentences

• CTAs use verb + outcome format

• Tone matches SITE.md brand personality

• Sounds like a human wrote it