Audit existing copy and rewrite the weak parts, or generate a full landing page from scratch.

Phase 1: Determine Mode

Audit mode — user provides existing copy. Score 7 dimensions, rewrite the bottom 3.

Generate mode — user provides a product description. Build the full page from scratch.

If the user sends a URL, fetch it and read the copy. If they paste text, use that. If they describe the product without providing copy, use generate mode.

Gather anything missing before writing:

• What does the product do? (one sentence)
• Who is the target user? (specific, not "developers" or "businesses")
• What's the key differentiator?
• Any social proof — numbers, testimonials, logos?

Phase 2: The 7 Dimensions

Score each 1–10 in audit mode. Use as a writing checklist in generate mode.

Headline (20%) — Under 10 words. Clear benefit. Specific beats clever. No jargon the user wouldn't say themselves.

Subheadline (10%) — Expands the headline. Answers "how." One sentence.

Value proposition (20%) — Why this over alternatives. One sentence. Not a feature list.

Social proof (15%) — Numbers, real names, specific results. "847 builders use this" beats "trusted by thousands."

CTA (15%) — Action verb + specific outcome. Passes the "I want to ___" test.

Feature copy (10%) — Benefit first, feature name second. "Write in your voice" not "AI-Powered Writing Engine."

Objection handling (10%) — Addresses the 3–5 real reasons someone doesn't buy. Pricing, trust, limitations, competitors.

Phase 3: Headline Rules

The headline is worth more than all other copy combined.

Formulas that work:

• "[Achieve outcome] without [pain point]"
• "Stop [painful activity]. Start [desired activity]."
• "[Product]: [outcome] in [timeframe]"
• "[Specific number] [people] use [product] to [outcome]"
• "The [category] that [unexpected benefit]"

Rules:

• Under 10 words
• Specific beats clever every time
• Benefit over feature — always
• No word the target user wouldn't say themselves
• Never: "revolutionary", "next-generation", "powerful", "seamless", "robust"

Phase 4: CTA Rules

Good CTAs describe what happens when you click, not what you're doing.

"Start generating tweets"          ← good: describes the outcome
"Get your first report free"       ← good: value + no risk
"See it in action"                 ← good: low commitment
"Sign Up"                          ← bad: says nothing
"Learn More"                       ← bad: goes nowhere
"Get Started"                      ← bad: started with what?
"Submit"                           ← bad: you're not submitting anything

The test: finish "I want to ___." If the CTA fits that sentence, it works.

Phase 5: Section-by-Section

Hero

[Headline — benefit, under 10 words]
[Subheadline — how it works, one sentence]
[CTA]
[Optional: one social proof number — "Used by 500+ builders"]

Feature Sections

Lead with the benefit. Put the feature name second or not at all.

"Generate tweets that sound like you wrote them" → correct "AI-Powered Tweet Generation Feature" → wrong

One feature per section. Each section must answer "so what?" from the reader's perspective.

Social Proof

Specific numbers over vague claims. Real names + roles on testimonials. Screenshots of real results when you have them. Logos of recognizable companies if they exist. Never make up numbers.

FAQ / Objection Handling

These are the reasons people leave without buying. Address them directly:

• Is this free? What does it actually cost?
• How is this different from [competitor]?
• What happens to my data?
• Does this work for [specific use case]?
• What if I want to cancel?

Don't dodge the hard questions. Direct answers build trust faster than polished deflections.

Phase 6: Audit Output Format

LANDING COPY AUDIT — [product]
════════════════════════════════════
Headline             [X/10]  [one-line note]
Subheadline          [X/10]  [one-line note]
Value Proposition    [X/10]  [one-line note]
Social Proof         [X/10]  [one-line note]
CTA                  [X/10]  [one-line note]
Feature Copy         [X/10]  [one-line note]
Objection Handling   [X/10]  [one-line note]
────────────────────────────────────
Overall              [X/70]
════════════════════════════════════

TOP 3 REWRITES:

[Section]: [original text]
→ [rewritten version]

Verify

[ ] Headline under 10 words with specific benefit
[ ] No "powerful", "seamless", "revolutionary", "next-generation", "robust"
[ ] Subheadline explains "how" in one sentence
[ ] Value prop differentiates from alternatives — not just a feature list
[ ] CTA passes the "I want to ___" test
[ ] Every feature section leads with benefit, not feature name
[ ] Social proof uses specific numbers and real names
[ ] FAQ addresses real objections — not softballs
[ ] No jargon the target audience wouldn't use themselves
[ ] Each section answers "so what?" from the reader's perspective

See references/guide.md for copy frameworks (PAS, AIDA, BAB, 4Ps), headline split-test patterns, and full before/after rewrites by product type.