# Hero Copy

> Write high-converting landing page hero section copy (headline, subheadline, CTA). Use this skill whenever someone asks to write, improve, or critique a landing page, hero section, above-the-fold copy, homepage headline, tagline, or CTA. Also trigger when someone shares a product/service and asks for marketing copy, a value proposition, or help communicating what they do. Even if they just say "write copy for my site" or "help me explain my product" — use this skill.

- Skill: `mouchegmouradian/hero-copy` (Agent Skill, multi-file: 2 files)
- Install (CLI): `npx skillmds@latest add mouchegmouradian/hero-copy`
- Raw SKILL.md: https://api.skillmd.com/api/skills/mouchegmouradian/hero-copy/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: mouchegmouradian (https://skillmd.com/u/mouchegmouradian)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/mouchegmouradian/hero-copy

---


# Hero Copy Writing

## Philosophy

A landing page has less than 3 seconds to hook visitors. Hero copy is not a description of your product — it's a promise of transformation. The goal is to make the right person feel immediately understood and pull them further down the page.

**The golden rule:** Don't talk about what you do. Talk about what changes for the person who uses you.

Tap into either their **deepest desires** or their **most superficial wants** — nothing in between. Vague middle-ground claims ("get more done!", "increase collaboration!") are the enemy.

---

## Information Gathering

If the user provides enough context (product, audience, value offered), write immediately and state any assumptions inline.

If key info is missing, ask — but keep it to one focused question at a time. The minimum you need:
1. **What is the product/service?**
2. **Who is the target customer?** (role, situation, pain point)
3. **What's the #1 transformation or outcome they get?**

Bonus (ask if relevant):
- What traffic source / awareness level is this page for? (cold TikTok traffic vs. warm Google search = different message)
- Any objections or fears the audience typically has?
- Tone constraints? (playful, premium, clinical, bold, etc.)
- Any existing copy to react to or improve?

---

## Output Format

Always produce **two sections**:

### 1. Copy Analysis (brief)
Before writing, diagnose the situation:
- Who is the audience and what do they *really* want?
- What transformation angle will resonate most?
- What objections need to be pre-empted?
- Any tone or awareness-level notes

### 2. Hero Copy (the actual output)

Deliver **2–3 variants** (different angles/tones), each containing:

```
HEADLINE
[The big promise / transformation]

SUBHEADLINE
[What you do + who you help + how + optional objection-handler or guarantee]

CTA
[Call-to-value button text]
```

---

## Writing Each Element

### Headline
- One job: make the right person feel "this is for me"
- Lead with outcome, not feature
- Specific > clever. Numbers, timeframes, and named outcomes outperform vague claims
- Ask: *If I replaced our product name with a competitor's, would this still make sense?* If yes, it's too generic
- Tap into desire OR surface-level want — not a lukewarm hybrid

| Weak (describes the product) | Strong (promises transformation) |
|---|---|
| Automate your taxes | Get $20k back from the IRS in 20 minutes |
| Manage your proposals | Meet your Chief Closing Officer |
| Social proof notifications | A 20-minute queue outside your door |
| Better spreadsheets | Level up your spreadsheet game |

### Subheadline
Formula: **What you do + who you're helping + how you're helping**

Optionally add:
- A short objection-crusher ("no code required", "no credit card", "works with your existing stack")
- A guarantee ("pay $0 if we don't save you money")
- Specificity that the headline couldn't fit

Keep it 1–2 sentences max. This is not a feature list.

### CTA (Call-to-Value)
Drive excitement, reduce friction, create FOMO — but never pressure.

| Generic (avoid) | Value-led (use) |
|---|---|
| Learn more | See how it works |
| Sign up | Start your free trial — no CC required |
| Get started | Start building today |
| Buy now | Get 40% off today |
| Book a call | Book an honest convo (not a sales call) |
| Request demo | See [Product] on your site |

The CTA should feel like the natural next step, not a commitment.

---

## Tone & Voice Principles

- **Write how the audience talks.** Mine positive reviews of the brand and negative reviews of competitors for vocabulary and pain language
- **Take a side.** Empathize, relate, be in their corner. Don't be neutral
- **Sell the painkiller, not the pill.** Or the lifestyle upgrade. Or the transformation. Never the feature
- **Eliminate uncertainty.** Address objections early, show social proof, remove risk
- **Traffic-aware copy.** Cold traffic (TikTok, display ads) needs more context and empathy. Warm traffic (branded search) can be more direct and specific. Ask if the source matters

---

## Real-World Examples From Reference Designs

See `references/examples.md` for annotated breakdowns of 8 real hero sections. Read it when you want to cite patterns, borrow a structural move, or calibrate tone for a specific industry/audience type.

---

## Common Mistakes to Avoid

- **Vague verbs**: "unlock", "supercharge", "revolutionize", "streamline" — these mean nothing
- **Feature headlines**: "AI-powered X" is not a transformation
- **Jargon mismatch**: Using B2B SaaS language for a D2C audience (or vice versa)
- **CTA = commitment**: "Buy now" feels heavy; "Start free" feels light — same action, very different friction
- **Generic subheadlines**: "The all-in-one platform for modern teams" fits everyone, therefore it's for no one
- **Trying to please everyone**: The best hero copy will make the wrong audience bounce — that's a feature, not a bug