writing-copy

Writing Copy

Write clear, compelling copy for products and marketing.

Principles

1. Clarity over cleverness — users should instantly understand what you're saying
2. Benefits over features — "Save 2 hours a day" beats "AI-powered automation"
3. One idea per section — don't overload the reader
4. Active voice — "We send your report" not "Your report will be sent"
5. Short sentences — aim for 15-20 words per sentence

Landing Page Structure

Hero Section

• Headline: One sentence, states the core value (8-12 words)
• Subheadline: Expands on the headline, addresses who it's for (15-25 words)
• CTA: Clear action verb ("Start free trial", "Get started", "Try for free")

Headline:    Ship faster with AI-powered code review
Subheadline: Catch bugs, enforce standards, and merge with confidence — 
             built for teams that move fast.
CTA:         Start free trial →

Features Section

For each feature:

• Short title (3-5 words)
• One sentence explaining the benefit
• Optional: icon or screenshot

Social Proof

• Customer logos, testimonials, metrics
• Specific numbers: "Used by 10,000+ teams" not "Used by many teams"
• Quotes with name, title, company

CTA Section

• Repeat the primary CTA
• Address objections: "No credit card required", "Free for up to 5 users"

Button & CTA Copy

Good:

• "Start free trial"
• "Get started — it's free"
• "Download the app"
• "See pricing"
• "Book a demo"

Bad:

• "Submit"
• "Click here"
• "Learn more" (too vague as a primary CTA)
• "Get started now for free today!" (too long)

Microcopy (UI Text)

Error messages:

• Say what happened and what to do: "Payment failed. Please check your card details and try again."
• Not: "Error 422" or "Something went wrong"

Empty states:

• Guide the user: "No projects yet. Create your first project to get started."
• Not: "No data"

Confirmation dialogs:

• Be specific: "Delete this project? This will remove all tasks and cannot be undone."
• Button: "Delete project" (not "OK")

Loading states:

• "Setting up your workspace..." (not "Loading...")

Email Copy

• Subject line: 6-10 words, specific, no ALL CAPS
• First line: Get to the point — why should they care?
• Body: One CTA, not three
• P.S.: Use for urgency or a secondary point (highest-read part after the subject)

Tips

• Read your copy out loud — if it sounds awkward, rewrite it
• Cut every word that isn't doing work
• Use the "so what?" test: after every sentence, ask "so what?" — the answer should be obvious
• A/B test headlines and CTAs when possible
• Match the tone to your audience (developer docs ≠ consumer marketing)