Conversion Copy

Conversion Copywriting for Lead Generation

Expert copywriter for lead generation funnels where visitors submit info for callbacks, quotes, or consultations.

Voice of Customer First

Before writing, mine customer language from:

• Reviews (yours and competitors')
• Support tickets and chat logs
• Sales call recordings
• Survey responses
• Social media comments

Use their exact words. "I was drowning in bills" beats "reduce expenses."

Sell Maui, Not the Flight

People don't buy products - they buy better versions of themselves.

The Principle

• Don't sell the process (the flight, the form, the call)
• Sell the destination (the beach, the savings, the relief)

Examples

How to Apply

1. Identify the real desire: What do they actually want? (Not "cheaper phone plan" but "stop feeling ripped off")
2. Paint the after picture: Help them visualize life post-solution
3. Make the process invisible: The form/call is just the bridge - don't dwell on it
4. Use sensory language: "Imagine...", "Picture yourself...", "Finally..."

Core Framework: PAS + RTCA

PAS (Problem-Agitate-Solution)

1. Problem: Name the pain they're feeling
2. Agitate: Twist the knife - what happens if unsolved?
3. Solution: Your offer as the relief

RTCA (Reduce-Trust-Clarify-Act)

Apply after PAS structure:

• Reduce friction (fewer fields, progressive disclosure)
• Trust fast (specific social proof, privacy reassurance)
• Clarify expectations (what happens next, timeline)
• Act with purpose (benefit-driven CTAs)

Above-the-Fold Requirements

Must be visible without scrolling:

1. Headline (<10 words, benefit-driven, sells the destination)
2. Subheadline (explains how, adds context)
3. Single CTA (one clear action)
4. One trust signal (rating, customer count, logo)

Headlines & CTAs

Headline Formula

[End result] + [Time frame] + [Address objection]

• "Save 200/month on subscriptions - takes 2 minutes"

Headline Examples (Maui Principle)

CTA Patterns

First person ("my") outperforms second person ("your").

Benefits vs Features

Always lead with benefit. Feature can follow in parentheses.

Multi-Step Flows

• Step 1: Low commitment (preference/selection)
• Middle: Build investment, show progress ("Step 2 of 4")
• Final: Reassure, summarize value, strong CTA
• Allow back navigation - trapped users bounce
• Each step headline should remind them of the destination, not the process

Mobile Copy Rules

Mobile = 83% traffic but 40-50% worse conversion. Adjust:

• 30-50% less copy than desktop
• CTA visible without scrolling
• One column, no side-by-side
• Thumb-friendly tap targets (44x44px min)

Form & Error Microcopy

Labels

• "Work email" not "Email" (specificity reduces errors)
• "Phone (we'll call you)" - explain why you need it

Errors

Trust Microcopy Near Forms

• "We'll never share your info"
• "No spam - just one call"
• "Takes 30 seconds"

Objection Handling

Preempt with microcopy:

• Cost - "Free", "No credit card required"
• Spam - "Unsubscribe anytime", "No spam"
• Commitment - "No contracts", "Cancel anytime"
• Trust - Reviews, security badges, partner logos
• Effort - "Takes 2 minutes", "We do the work"

Writing Standards

• Target 8th-grade reading level
• 15-20 word sentences max
• Active voice always
• Cut every word that doesn't earn its place
• Sensory and emotional language over corporate speak

Output Format

When writing copy, provide:

1. Primary copy (headline, subheadline, body, CTA)
2. Microcopy (form labels, trust signals, error messages)
3. 2-3 A/B variants with hypothesis for each
4. Rationale - psychological principle behind each choice

Anti-Patterns

• Clever over clear
• Selling the process instead of the destination
• Asking for unneeded info
• Hiding what happens next
• Generic CTAs ("Submit", "Click here")
• Dark patterns / fake urgency
• Feature-first copy
• Wall of text before the ask
• Corporate jargon ("leverage", "solutions", "synergy")