Website Copy Workbook

📋 What you'll need: Your Messaging Brief and Brand Voice Guide uploaded in your AI project, and your Keyword Research Spreadsheet (Spreadsheet 2) open
⏱ Time: 1–2 hours for keyword research, then 3–4 hours to write. Split across sessions.
✅ Output: Fully written copy for your homepage, your offer or product page, and your about page — with SEO built into each

How to Use This Workbook

Three pages, in order. Each one follows the same pattern:

A wireframe showing what goes where and why,
A guided AI prompt that writes the copy, SEO guidance, and a keyword to record in Spreadsheet 2.

Every prompt reads your Messaging Brief and Brand Voice Guide. Run them in your AI project so they can pull from both directly.

💡 Already have these pages?

You'll work through the same steps, but instead of writing from scratch you give each prompt your existing page — the URL, or the copy pasted in. It audits what's there against your Messaging Brief, tells you what's working and should stay, and rewrites what isn't. Every prompt in this workbook handles both.

📌 One page at a time.

Don't write all three in one session. Write one, refine it, publish it or hand it to a designer, then move to the next. Start with the homepage — it sets the language the other two build on.

Before You Write Anything — Keyword Research

Before opening a single page toggle, complete your keyword research. This is a single focused session of 1 to 2 hours and must happen before you write any copy.

Why the order matters: your target keyword shapes your H1 headline, which is the first output of every copy prompt. If you write the copy first and find the keyword after, you will likely need to rewrite your headline. Do it once in the right order.

What keyword research actually is (read if you have never done this before)

Keyword research is finding the exact words your ideal buyer types into Google when looking for what you sell. The gap between how you describe your business and how your buyer searches for it is often significant — a fitness coach might think "getting fit after 40" while buyers actually search "fitness coaching for women over 40." That second phrase belongs in your headline and copy.

The two numbers you'll see in every tool

MONTHLY SEARCH VOLUME — how many times a keyword is searched per month.
Target: 200 to 2,000 for most small business pages. Higher than 10,000 is usually too competitive to rank for yet. Lower than 100 may still work if highly specific.

KEYWORD DIFFICULTY — a 0 to 100 score for how hard it is to rank on page 1.
Target: under 30. Tools label this differently — SEO Difficulty, Keyword Difficulty, Competition Score — same idea.

What good looks like: volume 200–2,000, difficulty under 30, transactional intent, specific to your exact buyer.

Keyword intent — match the keyword to the page

Every keyword has an intent. Match it to the right page or the page will attract the wrong visitors.

Transactional (ready to buy/book/hire) → Homepage, Offer page, Product page
Informational (researching/learning) → Blog posts, FAQ pages
Navigational (looking for your specific brand) → About page

The most common mistake: targeting an informational keyword on a homepage. "How to lose weight after 40" wants an article. "Weight loss coaching for women over 40" wants a coach. Use the second type for conversion pages.

Quick check: type the keyword into Google. Mostly articles ranking = informational. Mostly service/product/home pages ranking = transactional.

The Keyword Research Process

Four steps. First you generate a list of keyword candidates from your buyer's own language. Then you check which ones people actually search for and whether you can realistically rank. Then you assign one winner to each page. The AI does the first part with you; the rest uses Google's own free tools.

Everything you find goes into one place first — your Master Keyword List (Spreadsheet 2). Capturing it all there means nothing gets lost, and you'll reuse the same list if you run Google Ads in Module 4.

Step 1 — Generate your keyword candidates

Every page you're building needs to map to something people actually type into Google. Your Messaging Brief already holds your buyer's exact words — the phrases they use for their problem, what they've tried, and what they want. That's the raw material for strong keywords, so start there rather than from a blank page.

📋 Copy the whole prompt in one go. Hover the top-right corner of the grey box and click Copy — this grabs the entire prompt, even the parts scrolled out of view. Paste it into your AI project as a single message, the same project that holds your Messaging Brief. Don't select it by hand or paste it in pieces.


You are an SEO strategist who does keyword research for small local and online businesses. You work from a business's real buyer research, not generic keyword lists. You know that the best keywords use the buyer's own language, match what they'd actually type at each stage of deciding to buy, and map to a specific page. You cannot see live search volumes — that's the founder's job in a keyword tool — so your task is to produce the strongest possible candidate list for them to check.

Before you produce anything, ask me these questions ONE AT A TIME. Wait for each answer before the next.

1. I need your Messaging Brief. If it's in this conversation or uploaded in this project, tell me and I'll use it. Otherwise paste it in and tell me when it's ready.
2. What pages are you building keywords for — homepage, offer or product page, about page? List them.
3. What's your location, if you serve a specific area — a city, a region, or "online only"?

Read my Messaging Brief for my buyer's exact language, their problems, what they've tried, and what they want. Use their real words — the phrases in my quote bank and language patterns are exactly what they'd type into Google.

Then produce a candidate keyword list as a table I can paste straight into my Master Keyword List:

Keyword candidate | Likely intent (transactional / informational / navigational) | Best page for it | Why it fits (one line, from my buyer's language)

Rules:
— Generate 8 to 12 candidates per page I'm building.
— Use my buyer's actual words from the brief, not generic industry terms. If my buyers say "skin that reacts to everything," give me "skincare for reactive skin," not "hypoallergenic skincare."
— Include a mix of buying stages: some high-intent transactional phrases (ready to buy or hire), some informational (still researching). Label each.
— For a local business, include location variants, like "[service] [city]."
— Map each candidate to the single page it best fits. The homepage takes your broadest core keyword; specific pages take specific ones.
— Flag any candidate you think is probably too broad or too competitive for a small business to rank for, so I can focus on realistic ones.
— Do not invent search volumes or difficulty scores. You can't see those — that's what I'll check next in Google Keyword Planner. Your job is the candidate list and the intent read.

After the table, give me a short note: which 3 to 5 candidates you'd check first, and why — based on buyer intent and how ownable they look for a small business.

Log every candidate the prompt gives you in your Master Keyword List in Spreadsheet 2. Then expand and pressure-test the list with Google autocomplete (step 2) — real searches straight from the source.

Step 2 — Expand your list with Google autocomplete

Google's autocomplete shows you the most common real searches — a useful check on the AI's candidates and a way to find more.

Open Google in an incognito or private window — your normal search history biases the suggestions otherwise
Start typing one of your candidate phrases, but don't press Enter — just watch the dropdown
Those suggestions are real, common searches beginning with those words

Try these to surface more:
"[your service or product type] for"
"[your service or product type] without"
"best [your service or product type] for [your buyer]"

Example — typing "skincare for" might suggest "skincare for reactive skin," "skincare for hormonal acne," "skincare for rosacea." Each is a real search; the one that best matches your buyer is a candidate.

Also check related searches: after pressing Enter on a keyword, scroll to the bottom of the results page. The "Related searches" section shows more variations, often in sharper buyer language.

Add any new candidates to your Master Keyword List alongside the AI's.

Step 3 — Check Each One: Volume and Competition

Now find out which candidates people actually search for, and which you can realistically rank for. This is the part no AI can do — search volume is live data inside Google Keyword Planner, and the best competition check is looking at the real results yourself. Work through your Master Keyword List, filling in Monthly Search Volume and Competition as you go.

Google Keyword Planner:

Go to ads.google.com and sign in
Tools → Keyword Planner → Discover new keywords
Paste your list of candidate keywords
Set your target country or region
Click Get results

What to record in your Master Keyword List:

Average monthly searches — your volume. For a small business, candidates in the 200 to 2,000 range are usually the sweet spot: enough demand to matter, not so much you're competing with everyone.
Competition (Low / Medium / High) — Keyword Planner's own rating. Favour Low and Medium.
Top of page bid — roughly what advertisers pay per click. Note it in the Est. Cost Per Click column. A high bid confirms strong buyer intent, and it's the number you'll need if you run Google Ads later.

Add any useful new keywords the tool suggests to your list too — it often surfaces phrases you didn't think of.

Check the real competition for your top candidates:

Before you commit a keyword to a page, spend two minutes looking at the actual Google results for it. This tells you more about whether you can rank than any tool score. Do this for your strongest candidate for each page.

Open an incognito window, type the keyword, and press Enter
Look at the first page of results and read three things:

Who is ranking?

Mostly big national or international brands → too competitive for now. Go back to your list and pick a more specific variant for that page.
Smaller businesses or individual practitioners like you → this is achievable.

What type of page is ranking?

Mostly service pages and homepages → transactional intent confirmed. Right for a homepage, offer, or product page.
Mostly articles and blog posts → informational intent. Wrong for a conversion page — pick a different keyword, and save this one for blog content in Module 5.

How good is the content?

Click the top two results. Thin, generic, or not tailored to the keyword? A well-written, buyer-research-backed page has a real chance of outranking it.
Genuinely strong and specific? This one will take more time and effort — factor that in.

💡 Want a finer SEO difficulty score?

Keyword Planner's Competition rating is built for advertisers, so it's a rough guide for SEO. If you want a dedicated SEO difficulty score, Ubersuggest's free tier (neilpatel.com/ubersuggest) gives you a few checks a day. Or pay to upgrade to get more searche, more SEO features and a proper difficulty score. It's optional — Keyword Planner's rating plus the results check above is enough to get started.

💡 Why you're capturing cost and difficulty on every keyword

Difficulty matters for your website — it tells you what you can realistically rank for organically (free traffic). Cost per click matters for Google Ads — it tells you what you'd pay to appear (paid traffic). A keyword too competitive to rank for organically can still be a great one to bid on later. That's why you keep every candidate in the master list, not just the ones you use on a page — you'll pull from this exact list in Module 4 if you run Google Ads.

Step 4 — Assign one keyword to each page and record it

You now have a data-backed list with the competition checked. Pick the single best keyword for each page — the one with the right intent, volume in the 200 to 2,000 range, low or medium competition, and the closest match to your buyer — and record it in that page's own tab. Do them one page at a time, starting with your homepage.

For each page, open its tab in Spreadsheet 2 and fill in the first data row:

Target Keyword: your confirmed keyword for this page
Search Intent: Transactional for your homepage, offer, and product page
Monthly Search Volume: the range from Keyword Planner (e.g. 1,000–10,000)
Competition: the Low / Medium / High rating from Keyword Planner
Current Ranking: if your site is live, check Search Console for your current position. If not live or not ranking yet, leave blank.
Target Ranking: Top 10

Leave the Title Tag, Meta Description, H1, and URL Slug columns blank — those get filled in after the copy is written, from the copy prompt's output.

Also mark the Best Use column in your Master Keyword List: Website for your page winners, Ads for any high-intent keyword too competitive to rank for but worth paying for, or Both. This is what makes your list ready to reuse in Module 4.

Step 5 — Check your keywords do not compete with each other

Every page is now recorded in Spreadsheet 2. Before moving to the copy section, look across all your pages' keywords together. This takes 2 minutes and prevents a common SEO problem.

WHAT KEYWORD CANNIBALISATION IS:
When two pages on your site target the same or very similar keyword, Google cannot determine which page is more relevant. It splits the ranking signal between both — weakening both pages instead of ranking either strongly.

HOW TO CHECK:
Open each tab in Spreadsheet 2 you have filled in — Homepage, Offer Page or Product Page, About Page — and compare Column A across all of them side by side.
If any two pages share the same or very similar keyword — one needs to change.

EXAMPLE:
Homepage tab Column A: "fitness coaching for women over 40"
Offer Page tab Column A: "fitness coaching for women over 40"
→ These pages compete with each other. The offer page needs a more specific keyword.

FIXED:
Homepage: "fitness coaching for women over 40"
Offer page: "12 week fitness programme for women over 40"
→ Same theme, different keyword, no competition.

THE KEYWORD HIERARCHY:
Homepage → broadest transactional keyword in your category
Offer or product page → more specific version of that keyword
About page → brand name or navigational keyword
Blog posts → informational keywords — Module 3

If you find an overlap, update Column A in the relevant tab — pick whichever page should rank for the shared term and assign the other page a more specific variant from your original candidate list in Step 1, or generate a new one.

Step 6 — Add your keyword to each copy prompt

Every page now has its own confirmed, non-overlapping keyword recorded in Spreadsheet 2.

When you work through each page below, the copy prompt for that page will tell you exactly where to paste in the keyword. You don't need to do anything here — just keep Spreadsheet 2 open so the keyword is ready to copy when you reach that step.

✅ Keyword research session complete when:

Master Keyword List — every candidate you found is logged, with volume, difficulty, and cost filled in
Master Keyword List — Best Use column marked (Website, Ads, Both, or Not yet) so it's ready to reuse in Module 4
Each page tab — Column A filled in with one confirmed keyword, plus Columns B, C, D
No two pages share the same target keyword in Column A
Columns G, H, I, J left blank — these get filled in after the copy is written for each page

Work Through Each Page in Order

Expand each page as you reach it. Collapse it when done. Each prompt asks for your keyword when it needs it — you'll find it in Spreadsheet 2.

Page 1 — Homepage

Your homepage is where most of your traffic lands and where your ads will point. Visitors decide within seconds whether to stay, so this page does more work than any other. Most of your Messaging Brief feeds straight into it.

⚠️ Service businesses — does your homepage need a pricing section?

If your homepage is your only page — meaning you have one offer and no separate offer page — then yes. Your homepage must include pricing.
If your homepage IS your offer page: follow the service homepage wireframe and include the pricing section shown there.
If you have a separate offer page: your homepage does not need pricing. The offer page handles it. Follow the homepage wireframe without the pricing section and skip to Page 2 when done.

Your service business homepage, section by section

Below are the sections your homepage needs, in the order they should appear, along with the copy that goes in each. Most website platforms let you rearrange sections yourself. If yours doesn't, or you'd rather not, hand the wireframe and your finished copy to your designer.

What each section does, and why

Each section below explains why it exists and what it does. The prompt further down builds all of it from your Messaging Brief — you don't need to track what feeds what.

Section 1 — Hero

The only section guaranteed to be seen by every visitor. Opinions form in under 50 milliseconds and 84% of attention lands above the fold — so this single section carries more weight than any other on the page. Hero optimisation alone produces an average 38% conversion lift.

WHAT GOES HERE:

H1 headline built from your primary headline
One-line subheading stating the mechanism plainly
Single CTA button, written in first person ("Start My Programme")
One supporting line removing the visitor's biggest hesitation

Section 2 — Social proof bar

The brain processes social proof before conscious evaluation, so placing it immediately below the hero reduces anxiety before the visitor has read a word of copy. Positioned here rather than lower on the page, it lifts conversion by roughly 63%.

WHAT GOES HERE:

3 to 5 signals maximum
Star rating + review count — specific numbers only
Logo bar — publications, platforms, or brands
One result metric — a specific number ("15000+ customers helped")

Section 3 — The problem

Written as flowing paragraphs, never bullets. This is where the visitor decides "they understand me" — the precondition for everything that follows. Buyers carrying scar tissue from prior failed attempts will not consider a new solution until this acknowledgement happens first.

WHAT GOES HERE:

3 to 5 short paragraphs, 2 sentences max each
The visitor's exact situation, in plain language
Their cost of staying stuck — time, money, or frustration
No bullet points — rhythm and recognition over scannability

Section 4 — The solution

Only works once the problem section has done its job — introduced too early, it gets ignored. The mid-page CTA exists to capture visitors who are already convinced and shouldn't have to scroll further to act.

WHAT GOES HERE:

One sentence introducing the mechanism
3 outcome statements, first person, no features
A repeated CTA button in the same style as the hero

Section 5 — Deep social proof

Generic praise doesn't convert — proof from someone in an identical situation does, because it triggers genuine recognition rather than passive reassurance. Video testimonials, where available, outperform text by roughly 80%.

WHAT GOES HERE:

2 testimonials minimum
Each one: before state, what changed, specific result with a number or timeframe
Real names and photos wherever possible — placeholder structure if not yet collected

Section 6 — Objection handler

Must sit before the final CTA, not after. Addressing the objection here signals understanding; addressing it only after the ask signals defensiveness.

WHAT GOES HERE:

The single biggest objection, stated plainly
An answer using the common enemy frame — never blame the visitor
4-6 supporting FAQ-style questions for the next most likely hesitations

Section 7 — Pricing (only if this homepage is your offer page)

Hiding price wastes everyone's time and signals discomfort with your own offer. The risk reversal matters more than the price itself — a specific named outcome and consequence removes the final hesitation that a vague guarantee cannot.

WHAT GOES HERE:

Price stated in plain numbers
One sentence framing cost against the cost of staying stuck
A specific, concrete risk reversal — never a vague guarantee

Section 8 — Final CTA

The last chance to convert a visitor who has read everything. Clarity about what happens next matters more here than persuasion.

WHAT GOES HERE:

A closing headline restating the core promise in fresh words
Final CTA button, first person
One last line removing the final hesitation, using your strongest proof point

Section 9 — Footer

On your homepage and about page, the footer works normally — navigation, contact, social links, legal.

On any page you're sending paid traffic to, strip it back to legal only:
— Privacy Policy
— Terms & Conditions
— Cookie notice, if you have EU visitors
— Your business name and contact details
— Copyright line

Remove the navigation menu, the blog links, the social icons, and anything else that gives a visitor somewhere to go other than your CTA. You paid for that click — don't hand them an exit.

WHAT GOES HERE:

Legal links only on paid-traffic pages — no navigation, no social
Privacy Policy link — required, not optional
Business name and contact details
Full navigation footer on your homepage and about page

⚠️ Never remove the legal links, even on a stripped-back landing page.

Meta requires a working privacy policy link on any page you send ads to, and won't run lead ads without one. Google's policies require identifiable business information on your destination. Remove them and your ads get disapproved.

Your ecommerce business homepage, section by section

Below are the sections your homepage needs, in the order they should appear, along with the copy that goes in each. Most store platforms let you rearrange sections yourself. If yours doesn't, or you'd rather not, hand the wireframe and your finished copy to your designer.

Section 1 — Hero

Ecommerce visitors browse fast and decide even faster than service visitors. The headline must answer why this brand, not just what it sells — differentiation, not just description.

WHAT GOES HERE:

H1 headline answering "why this brand"
One-line subheading on the product's mechanism or differentiator
Single CTA button, first person ("Shop My Skin Type")
One supporting line removing the biggest purchase hesitation

Section 2 — Trust bar

Shipping cost and return anxiety are the two leading causes of cart abandonment. Resolving both immediately below the hero can lift conversion by roughly 18% before the visitor even reaches a product.

WHAT GOES HERE:

Free shipping threshold, if offered
Returns policy, stated simply
Security or guarantee badge language

Section 3 — Social proof strip

A 3-second scan, not a full section. It builds baseline credibility before browsing begins.

WHAT GOES HERE:

Aggregate star rating and review count
One short trust line ("Loved by 10,000+ customers")

Section 4 — Featured products

4 maximum. More increases bounce rate — the paradox of choice is real, especially on a small business homepage where every option dilutes attention from the rest.

WHAT GOES HERE:

4 product cards maximum
Product image, name, price
One line per product stating the outcome it delivers

Section 5 — Why Us (What makes this different)

The section most ecommerce homepages skip entirely, and the reason many convert browsers into bookmarks rather than buyers. Pages with a genuine differentiation section convert at roughly double the rate of pages with product and proof alone.

WHAT GOES HERE:

3 to 4 differentiators stated as plain facts, not adjectives
Each one tied to a specific buyer concern from your research
No vague claims like "premium quality" — specifics only

Section 6 — Brand story

The emotional counterpart to the rational argument in Why Us. Visitors who connect with the story are roughly 3x less likely to price-compare.

WHAT GOES HERE:

2 to 3 short paragraphs on why the brand exists
The specific problem or gap that prompted it
No founder ego, the story stays focused on the buyer's problem

Section 7 — UGC + testimonials

UGC photography converts around 29% better than brand photography because it reads as proof rather than marketing.

WHAT GOES HERE:

2 to 3 real customer photos or quotes
Each paired with a specific result or use case
Placeholder structure if not yet collected

Section 8 — Email capture

Most ecommerce buyers don't convert on their first visit, so this section exists to start the nurture sequence that brings them back later.

WHAT GOES HERE:

One clear incentive (discount, guide, early access)
Email field and first-person CTA button ("Send My Discount")
One line on what they'll receive and how often

Section 9 — Footer

Ecommerce visitors browse across multiple pages and need it for navigation.

WHAT GOES HERE:

Shop categories, policies, social icons, payment logos
Standard navigation and contact details

Copy the prompt — Ecommerce business

📋 Before running this prompt read through it in full and replace every [bracketed placeholder] with your actual content from Spreadsheet 1 and your product details. Do not run the prompt with any brackets remaining — empty placeholders produce generic output.

You are a world-class conversion copywriter with deep expertise in neuromarketing, behavioural psychology, and direct-response copywriting. You have studied the frameworks of Joanna Wiebe (Copyhackers voice-of-customer methodology), Eugene Schwartz (awareness levels and desire channelling), Robert Cialdini (influence and persuasion), and Daniel Kahneman (System 1 vs System 2 thinking).

Your copy operates on two levels simultaneously. System 1 (fast, emotional, subconscious): the gut reaction that happens in 50–500ms — this is where 95% of purchase decisions are actually made. System 2 (slow, rational, conscious): the logical justification that happens after the emotional decision. Your copy must earn the emotional yes first, then give the rational mind permission to agree.

You never sound salesy. You never use pressure tactics. You write copy that makes the right buyer feel genuinely understood — and makes the wrong buyer self-select out.

Here are my locked-in messaging outputs from my buyer research:

BUYER PROFILE: [paste from Spreadsheet 1 — Messaging Brief Row 1 Final]

COLD TRAFFIC AWARENESS LEVEL + OPENING STRATEGY: [paste from Spreadsheet 1 — Messaging Brief Row 2 Final — cold traffic section only]

DOMINANT OBJECTION + COMMON ENEMY REFRAME + HOMEPAGE COPY APPROACH: [paste from Spreadsheet 1 — Messaging Brief Row 3 Final — homepage copy approach section]

UNIQUE VALUE PROPOSITION: [paste from Spreadsheet 1 — Messaging Brief Row 4 Final]

PRIMARY HEADLINE: [paste from Spreadsheet 1 — Messaging Brief Row 5 Final]

POSITIONING STATEMENT: [paste from Spreadsheet 1 — Messaging Brief Row 6 Final]

VOICE DESCRIPTORS + BANNED WORDS: [paste from Spreadsheet 1 — Messaging Brief Section 3 Rows 2 and 4 Final]

MY PRODUCT CATEGORY: [e.g. skincare / candles / jewellery / supplements / food and beverage]

MY BEST-SELLING PRODUCTS (list 4): [Product name + one-line description for each]

Apply the following psychological frameworks throughout every section as a mandatory analytical lens.

VOICE OF CUSTOMER (Joanna Wiebe): The most persuasive copy is the buyer's own words reflected back at them. Every section must use language pulled from or inspired by the research inputs — nothing invented, nothing polished into marketing language.

SYSTEM 1 INTERRUPTION (Kahneman): Every section opening must interrupt autopilot scanning before a conscious thought forms. If the first line can be predicted after the first 3 words — rewrite it.

DESIRE CHANNELLING (Schwartz): Ecommerce buyers arrive wanting an outcome — not looking for problem acknowledgement. Lead with the identity or emotional outcome the product delivers. Channel existing desire — do not manufacture new desire.

THREE LAYERS OF OUTCOME: Functional: what changes day-to-day. Emotional: how they want to feel. Identity: who they want to become or be seen as. Ecommerce copy that speaks only to functional outcomes (ingredients, specifications, features) consistently underperforms copy that speaks to emotional and identity outcomes.

LOSS AVERSION (Kahneman): Buyers are neurologically more motivated by what they stand to lose than what they stand to gain. Where both framings are available, default to loss — what are they missing out on or losing right now by not having this?

COMMON ENEMY FRAME (Cialdini): Position the category convention — the industry standard that has consistently failed the buyer — as what this brand exists to replace. The enemy is never a specific competitor — it is the standard approach everyone else takes.

SPECIFICITY AS CREDIBILITY: Every claim, result, proof point, and differentiator must be specific enough to be independently verifiable. "Clinically tested" is vague. "Tested on 200 reactive skin volunteers over 12 weeks" is specific.

SOCIAL PROOF SEQUENCING (Cialdini): Social proof mirrors. A buyer with reactive skin who reads a review from another person with reactive skin does not just feel reassured — they feel seen. All proof elements must mirror the buyer profile from Row 1.

Now write complete homepage copy for an ECOMMERCE BUSINESS. Label each section clearly. Write deployment-ready copy — not notes, not suggestions.

SECTION 1 — HERO: Ecommerce heroes sell desire not problem-solution — the buyer arrives wanting an outcome, not looking for problem acknowledgement. Headline: differentiation + desire — why this brand delivers what others have failed to. Must answer "why this brand" not just "what this brand sells." Use the Primary Headline from my inputs as the foundation. Subheadline: core differentiator from UVP Row 4 — what makes this structurally different from everything the buyer has already tried — one sentence. Primary CTA: "Shop now" or "Shop [collection name]." Secondary CTA: "Learn more" or "See how it works." Trust line below CTAs: free shipping threshold + returns + guarantee — under 12 words.

SECTION 2 — TRUST BAR: Write 4 trust signals — each must be specific with exact numbers or exact policies: free shipping threshold (exact amount), returns policy (exact number of days), secure checkout signal, social proof number (exact customer count or review aggregate). Mark as [PLACEHOLDER — founder inserts actual policies and numbers].

SECTION 3 — SOCIAL PROOF STRIP: Write one line: aggregate star rating placeholder + exact review count placeholder + "as seen in" placeholder for media or publication logos. Mark all as [PLACEHOLDER]. This is a thin scannable strip — not a full section.

SECTION 4 — FEATURED PRODUCTS: Section heading: outcome-led and buyer-centric — not "Our products" or "Shop now." Write 4 product card copy templates using the products I listed. For each: product name [FOUNDER INSERTS], one outcome line written at the emotional or identity layer — what the buyer feels or becomes, not the ingredient or feature — under 12 words. Mark product-specific details as [PLACEHOLDER — founder inserts real product name and details].

SECTION 5 — WHY US: Section heading: specific to the brand and the buyer's prior failed attempts — names the category that has previously let them down. Example format: "Why [specific ICP] trust us over the [category] they've already tried." Write 3 differentiator cards — each must be specific (requires detail to make the claim), provable (verifiable), ownable (competitors cannot claim this honestly), and relevant (connected to buyer research). Each card: specific ownable claim as the headline (under 10 words) + 2-sentence explanation of what it means for the buyer specifically + proof element placeholder. Apply the common enemy frame throughout — this section explains why the category standard failed the buyer and why this brand is structurally different.

SECTION 6 — BRAND STORY: Open with the specific frustration that created this business — the buyer's frustration, not the founder's inspiration. Apply the common enemy frame: what in the market was failing the buyer before this brand existed? Founder credibility: what specifically qualifies them to solve this problem? End with a link to the About page — never a dead end. 3 to 4 sentences total.

SECTION 7 — UGC + TESTIMONIALS: Section heading: outcome-led — not "What our customers say." Write 2 testimonial templates using the Before-After-Bridge structure. BEFORE: the specific situation they were in using buyer profile language. AFTER: what specifically changed. BRIDGE: the concrete result or moment — specific enough to be verifiable. Each must mirror the buyer profile from Row 1 — same situation, same prior attempts, same desired outcome. Mark as [PLACEHOLDER — replace with real customer photos and reviews].

SECTION 8 — EMAIL CAPTURE: Apply loss framing — what are they missing out on right now by not being on the list? Headline: specific benefit using loss or desire framing — not "Sign up" or "Subscribe." Subheadline: what they get specifically — under 15 words. CTA button: benefit-led, 3 to 5 words — "Get 10% off" or "Claim my discount" or "Get the guide." Trust line below the form: "No spam · unsubscribe anytime."

QUALITY CONTROL — run every section through these filters before delivering the output:

THE 50ms TEST: Read the opening line of each section. Would a scan-reading brain stop here or keep scrolling? If it would keep scrolling — rewrite the opening line.

THE MIRROR TEST (Joanna Wiebe): Does this sound like the buyer talking — or a marketer describing the buyer? If it sounds like a marketer — rewrite it using the buyer's actual research language.

THE SPECIFICITY TEST: Replace every vague word with a specific one. Delete all dead language: natural, sustainable, holistic, clean, premium, artisan, handcrafted with love, passionate, dedicated, authentic.

THE IDENTITY TEST: Does at least one element of every section speak to who the buyer wants to become — not just what they want to get? If not — add it.

THE COMMON ENEMY TEST: Is the buyer ever blamed — even implicitly — for where they are? If yes — reframe. The category standard failed them. Never the buyer.

UNIVERSAL RULES: Voice must match the descriptors provided. Never use: transform, journey, empower, unlock, holistic, game-changing, passionate, dedicated, sustainable, revolutionary, authentic, or innovative. Use [PLACEHOLDER] for any specific detail the founder must insert. Do not invent product details, reviews, prices, or policies. If a line could appear on any competitor's homepage — rewrite it until it could only appear on this one.

What you're pulling together before you write the copy for this page

Spreadsheet 2, Homepage tab, Column A — your confirmed target keyword
Spreadsheet 1, Messaging Brief, Row 1 Final — Buyer Profile
Spreadsheet 1, Messaging Brief, Row 2 Final — cold traffic opening strategy
Spreadsheet 1, Messaging Brief, Row 3 Final — dominant objection and common enemy frame
Spreadsheet 1, Messaging Brief, Row 4 Final — UVP / mechanism
Spreadsheet 1, Messaging Brief, Section 3, Rows 2 and 4 Final — voice descriptors and banned words

Run the homepage copy prompt

Copy the prompt — Service business (homepage)

📋 Before running the prompt below read through it in full and replace every [bracketed placeholder] with your actual content from Spreadsheet 1 and your keyword from Spreadsheet 2. Do not run the prompt with any brackets remaining — empty placeholders produce generic output.

You are a senior conversion copywriter trained in direct-response psychology, modern conversion-rate-optimisation research, and buyer-language methodology. This is the homepage — the first thing a cold visitor sees, and for many small service businesses, the only page that needs to do the full job of converting a stranger into a buyer.

INPUTS — replace every bracket below before running this prompt

BUYER PROFILE: [paste from Spreadsheet 1, Messaging Brief, Row 1 Final]
COLD TRAFFIC OPENING STRATEGY: [paste from Spreadsheet 1, Messaging Brief, Row 2 Final]
DOMINANT OBJECTION + COMMON ENEMY FRAME: [paste from Spreadsheet 1, Messaging Brief, Row 3 Final]
UVP / MECHANISM: [paste from Spreadsheet 1, Messaging Brief, Row 4 Final]
DOES THIS HOMEPAGE NEED A PRICING SECTION? [yes — this is my only page / no — I have a separate offer page]
IF YES, PRICE: [insert price]
MY TARGET KEYWORD FOR THIS PAGE: [paste from Spreadsheet 2, Homepage tab, Column A]
VOICE DESCRIPTORS + BANNED WORDS: [paste from Spreadsheet 1, Messaging Brief, Section 3, Rows 2 and 4 Final]

GOVERNING PRINCIPLES — apply to every section

WRITE AT A 5TH-GRADE READING LEVEL. Short sentences. Common words. The reader should feel smart, not impressed by the writer.
NEVER INVENT WHAT ISN'T IN THE INPUTS. Every claim must trace back to the inputs above.
CLEAR BEATS CLEVER. No wordplay. No headlines that require a second read.
EVERY CTA IS WRITTEN IN FIRST PERSON FROM THE VISITOR'S POINT OF VIEW. "Start My Programme" not "Start Your Journey."
THE KEYWORD GOES IN THE H1 NATURALLY. Work [MY TARGET KEYWORD] into the H1 so it reads naturally. If it doesn't fit, use the closest natural phrasing and place the exact keyword once elsewhere on the page. Never more than twice total.
SCAR TISSUE FIRST, SOLUTION SECOND. This visitor has likely tried something before. Acknowledge their history before presenting anything new.
CALIBRATE PAIN VS DESIRE TO AWARENESS LEVEL. If BUYER PROFILE shows someone actively struggling and frustrated (problem-aware), lead with their pain and the cost of staying stuck — loss aversion is roughly twice as motivating as an equivalent gain, so name what staying stuck costs them before painting any future. If BUYER PROFILE shows someone who is comfortable but underserved (solution-aware or more), lead with the aspirational outcome instead — hammering pain on an audience that isn't in active pain reads as manipulative and will cost trust rather than build it.
NAME THE FEAR THE VISITOR HASN'T SAID OUT LOUD. Beyond the single objection in DOMINANT OBJECTION, every visitor carries unspoken doubts. Read between the lines of BUYER PROFILE and ask: what would this person be embarrassed to admit they're worried about? Surfacing that fear unprompted, and answering it honestly, builds more trust than any persuasion technique — buyers who feel an unstated worry has been addressed convert at meaningfully higher rates than buyers who only see their stated objection handled.
ONLY WRITE SECTION 7 (PRICING) IF THE INPUT ABOVE SAYS YES. Otherwise skip straight from Section 6 to Section 8.

Now write the full homepage, section by section, in this exact order.

SECTION 1 — HERO
Write the H1, naturally including MY TARGET KEYWORD per principle 5.
Write a one-line subheading stating the mechanism plainly, using UVP / MECHANISM.
Write the CTA button text in first person (4 words maximum).
Write one supporting line beneath the CTA that removes the single biggest hesitation a cold visitor would have before clicking, using DOMINANT OBJECTION.

SECTION 2 — SOCIAL PROOF BAR
Write 3 short proof statements (a number, a credential, or a named result) that a cold visitor would find credible within 2 seconds. If the inputs don't give you real numbers, write the format only with [INSERT REAL NUMBER] placeholders rather than inventing statistics.

SECTION 3 — THE PROBLEM
Write 3 to 5 short paragraphs (2 sentences max each) using COLD TRAFFIC OPENING STRATEGY and BUYER PROFILE. Open with the visitor's exact situation in plain language. Build to the cost of staying stuck, calibrated per principle 7. Never use bullet points here — this section works through rhythm and recognition, not scannability.

SECTION 4 — THE SOLUTION
Introduce the mechanism from UVP / MECHANISM in one sentence. Follow with 3 outcome statements (not features) — each one sentence, first person from the visitor's perspective. Close with a CTA button in the same first-person style as Section 1.

SECTION 5 — SOCIAL PROOF
Write a placeholder structure for 2 testimonials. For each: [BEFORE STATE], [WHAT CHANGED], [SPECIFIC RESULT WITH A NUMBER OR TIMEFRAME]. Do not invent testimonial content.

SECTION 6 — OBJECTION HANDLER
Using DOMINANT OBJECTION + COMMON ENEMY FRAME, write the objection as a direct, plain-language statement of what the visitor is privately worried about. Answer it in 2 to 3 short sentences using the common enemy frame — the failure belongs to a broken system or bad past experience, never to the visitor. Add 2 supporting FAQ-style Q&As — at least one of these must address an unspoken fear per principle 8, not just a logistical question. Logistical questions (pricing, timing, process) are easy; the unspoken fear is harder to spot and worth more.

SECTION 7 — PRICING (only if instructed in the inputs above)
State the price in plain numbers, no false discounting language. Frame the cost in one sentence against the cost of staying stuck. Write a specific risk reversal sentence — name the exact outcome and exact consequence if it isn't delivered. Never write a vague guarantee.

SECTION 8 — FINAL CTA
Write a closing headline that restates the core promise from Section 1 in fresh words — not a repeat. Write the final CTA button in first person. Write one final line removing the last possible hesitation, using the strongest remaining proof point from the inputs.

Write the full page now, section by section, exactly as instructed above.

Copy the prompt — Ecommerce business (homepage)

📋 Before running this prompt read through it in full and replace every [bracketed placeholder] with your actual content from Spreadsheet 1 and your keyword from Spreadsheet 2. Do not run the prompt with any brackets remaining — empty placeholders produce generic output.

You are a senior conversion copywriter trained in direct-response psychology, modern conversion-rate-optimisation research, and buyer-language methodology. This is an ecommerce homepage — visitors arrive browsing, not yet committed to a specific product, and decide in seconds whether this brand is worth exploring further.

INPUTS — replace every bracket below before running this prompt

GOVERNING PRINCIPLES — apply to every section

WRITE AT A 5TH-GRADE READING LEVEL. Short sentences. Common words.
NEVER INVENT WHAT ISN'T IN THE INPUTS. Every claim must trace to the inputs above.
DIFFERENTIATE, DON'T JUST DESCRIBE. State why this brand, not just what it sells.
EVERY CTA IS WRITTEN IN FIRST PERSON. "Shop My Skin Type" not "Shop Now."
THE KEYWORD GOES IN THE H1 NATURALLY. Work [MY TARGET KEYWORD] into the H1 so it reads naturally. Maximum twice on the page total.
CALIBRATE PAIN VS DESIRE TO AWARENESS LEVEL. If BUYER PROFILE shows someone actively frustrated with a problem (problem-aware), open with that pain and what staying stuck is costing them — loss aversion is roughly twice as motivating as an equivalent gain. If BUYER PROFILE shows someone who is comfortable but looking for something better (solution-aware or more), lead with the aspirational outcome instead. Most ecommerce browsing is desire-led rather than pain-led, so default to desire framing unless BUYER PROFILE clearly shows active frustration.
NAME THE FEAR THE VISITOR HASN'T SAID OUT LOUD. Beyond the single objection in DOMINANT OBJECTION, every visitor carries unspoken doubts — often about quality, whether it will actually work for them specifically, or whether they're wasting money. Read between the lines of BUYER PROFILE and surface that fear unprompted rather than waiting for them to ask.

Now write the full homepage, section by section, in this exact order.

SECTION 1 — HERO
Write the H1 answering "why this brand," naturally including MY TARGET KEYWORD per principle 5. Calibrate the tone per principle 6.
Write a one-line subheading on the product category's mechanism or differentiator, using UVP / MECHANISM / DIFFERENTIATOR.
Write the CTA button text in first person.
Write one supporting line removing the biggest purchase hesitation, using DOMINANT OBJECTION.

SECTION 2 — TRUST BAR
Write short trust statements covering shipping threshold, returns policy, and a guarantee or security badge line. Use [INSERT POLICY] placeholders if specifics aren't in the inputs.

SECTION 3 — SOCIAL PROOF STRIP
Write one short trust line combining an aggregate star rating and review count format. Use [INSERT REAL NUMBER] placeholders rather than inventing statistics.

SECTION 4 — FEATURED PRODUCTS
Using TOP 4 FEATURED PRODUCTS, write one outcome-focused line per product — what the buyer gets from it, not what it contains.

SECTION 5 — WHY US
Write 3 to 4 differentiators as plain facts, each tied to a specific concern from BUYER PROFILE or DOMINANT OBJECTION. At least one differentiator should directly address the unspoken fear identified per principle 7. No vague claims like "premium quality" — specifics only.

SECTION 6 — BRAND STORY
Using WHY THIS BRAND EXISTS, write 2 to 3 short paragraphs on the problem that prompted the brand, focused on the buyer's situation, not founder ego.

SECTION 7 — UGC AND TESTIMONIALS
Write a placeholder structure for 2 to 3 customer photos or quotes, each paired with a specific result or use case. Do not invent content.

SECTION 8 — EMAIL CAPTURE
Write one clear incentive line (discount, guide, or early access), a first-person CTA button, and one line on what they'll receive and how often.

Write the full page now, section by section, exactly as instructed above.

Refine your output

Once the prompt output is generated, work through each section. For each one ask:

Does every line use my buyer's actual language — or does it sound like a marketer wrote it?
Does the H1 contain my target keyword naturally — not forced, not repeated awkwardly
Could this line appear on any competitor's homepage without changing a word?
Does the voice match Spreadsheet 1, Messaging Brief, Section 3 descriptors?
Does the page address a fear I haven't explicitly named in my research — or only the objection I already had on file?

If any section fails — paste it back into your AI tool with: "Rewrite [section name] to be more specific to this business. The issue is: [describe what feels wrong]."

On-page SEO — homepage

TITLE TAG
Format: Primary Keyword | Business Name
Under 60 characters including spaces
Must contain your primary keyword from Spreadsheet 2, Homepage tab, Column A

META DESCRIPTION
Under 155 characters
Must include the primary keyword naturally
Written as a benefit statement — not keyword-stuffed
Include a soft CTA matching your homepage's CTA button

H1
This is your homepage headline from the copy you just wrote
One H1 per page only
Must contain or closely match the primary keyword

URL SLUG
Your homepage is always the root domain — no slug needed

IMAGE ALT TEXT
Every image needs descriptive alt text including the primary keyword where natural
Format: "[what the image shows] — [business name] — [keyword]"

Record your SEO details in Spreadsheet 2

Open Spreadsheet 2, Homepage tab. Fill in the remaining columns using the checklist above and the copy you just wrote:

Column G — Title Tag
Column H — Meta Description
Column I — H1

✅ Page 1 complete when:

Homepage copy written across all sections, matching your business type
Target keyword from Spreadsheet 2 confirmed in the H1, naturally and without repetition
Testimonial, review, or trust signal placeholders noted and on your list to collect
Pricing and risk reversal confirmed (if your homepage is also your offer page)
SEO checklist completed
Spreadsheet 2, Homepage tab fully filled in across all columns

Page 2 — Offer Page or Product Page

This page exists for warm visitors only, people who already know who you are and are deciding whether to buy. If your homepage is your only page and already includes a pricing section, you can skip this page entirely.

⚠️ Service businesses — do you need a separate offer page?

If you have one offer and your homepage already includes pricing (built in Page 1), you do not need this page. Skip to Page 3 — About Page.
If you have multiple offers, or you want a dedicated page for paid traffic that goes deeper than your homepage, build this page now.

Service offer page wireframe

[Upload your service offer page wireframe PNG here using /image]

Each section below explains why it exists and what it does to the visitor psychologically, plus a quick checklist of what belongs there. The prompt further down tells you exactly which spreadsheet row or keyword feeds each one.

Hero

This visitor already knows your brand — the job here isn't introduction, it's commitment. A weak or vague headline at this stage loses someone who was already halfway convinced.

WHAT GOES HERE:

H1 stating the specific offer, not a general promise
One-line subheading on who this is for
Single CTA button, first person ("Show Me The Programme")

Who this is for

Warm visitors self-select faster when the page names them directly. Specificity here filters out poor-fit visitors before they waste your time or theirs, and reassures the right visitor they're in exactly the right place.

WHAT GOES HERE:

3 to 5 specific descriptions of the ideal visitor's situation
Stated as plain facts, not aspirational language
Optional: a short "this isn't for you if" line to sharpen the filter

The offer

This is the only section where features belong — but every feature still needs an outcome attached, or it reads as a list rather than a reason to buy.

WHAT GOES HERE:

3 to 6 specific deliverables
Each one paired with the outcome it produces
No vague language — name exactly what's included

Proof

A warm visitor evaluating a specific purchase needs proof that matches their specific situation, not generic praise. Mismatched proof (a testimonial from someone in a different circumstance) actively weakens trust at this stage.

WHAT GOES HERE:

2 to 3 testimonials or case studies
Matched as closely as possible to the visitor's situation
Specific results with numbers or timeframes

Objection handler

By this point the visitor has a specific hesitation, not a general one — usually about price, time commitment, or fit. Naming it directly before they have to ask builds trust faster than waiting for them to raise it.

WHAT GOES HERE:

The single biggest hesitation at this stage of the decision
A direct, specific answer
2 to 3 supporting FAQ-style questions

Pricing

A visitor this far down the page is ready for a number. Hiding it now, after everything else has built trust, breaks momentum at the worst possible moment.

WHAT GOES HERE:

Price stated in plain numbers
Payment options if relevant
A specific, concrete risk reversal

Final CTA

The last opportunity to convert someone who has read the entire case for buying. This needs to feel like a natural next step, not a final sales push.

WHAT GOES HERE:

A closing line restating the core promise in fresh words
Final CTA button, first person
One line removing any last hesitation

Run the offer page prompt

📋 Before running this prompt read through it in full and replace every [bracketed placeholder] with your actual content from Spreadsheet 1. Do not run the prompt with any brackets remaining — empty placeholders produce generic output.

This page speaks to WARM TRAFFIC — buyers at awareness Level 4 who already know this business exists and are evaluating whether to commit. They know they have the problem. Do not re-explain it at length. Get to the offer and make it irresistible.

Here are my locked-in messaging outputs:

BUYER PROFILE: [paste from Spreadsheet 1 — Messaging Brief Row 1 Final]

WARM TRAFFIC AWARENESS LEVEL + OPENING STRATEGY: [paste from Spreadsheet 1 — Messaging Brief Row 2 Final — warm traffic section only]

DOMINANT OBJECTION + FAQ ANSWER: [paste from Spreadsheet 1 — Messaging Brief Row 3 Final — FAQ answer section only]

UNIQUE VALUE PROPOSITION: [paste from Spreadsheet 1 — Messaging Brief Row 4 Final]

HEADLINE VARIANTS: [paste from Spreadsheet 1 — Messaging Brief Section 2 — all 5 variants]

VOICE DESCRIPTORS + BANNED WORDS: [paste from Spreadsheet 1 — Messaging Brief Section 3 Rows 2 and 4 Final]

MY OFFER NAME: [insert your offer name]

MY OFFER DESCRIPTION: [describe what you do and who it is for in 2 to 3 sentences]

Apply the following psychological frameworks throughout every section as a mandatory analytical lens.

WARM TRAFFIC CALIBRATION (Schwartz awareness levels): This visitor is at Level 4 — they know who you are. They are not asking "what is this?" They are asking "is this right for me?" and "what happens if it does not work?" Every section answers one of those two questions. Never waste space on the homepage-level problem agitation — that job is already done.

DESIRE CHANNELLING (Schwartz): Channel the desire that already exists. Do not manufacture new desire. The buyer wants the outcome. The buyer fears committing to something that fails them again. Your copy channels both forces.

SCAR TISSUE AND TRUST TRANSFER: Warm buyers have often already bought something similar and been disappointed. The offer page must acknowledge this history before asking for money. The common enemy frame — the category or industry that failed them, not the buyer — removes the sting of prior attempts and transfers trust to this offer.

THREE LAYERS OF OUTCOME: Functional: what changes day-to-day. Emotional: how they want to feel. Identity: who they want to become or be seen as. Pricing copy in particular must connect the investment to the identity outcome — not just the functional deliverables.

LOSS AVERSION IN PRICING (Kahneman): Frame the price against the cost of inaction first. What does staying where they are cost them per month in time, money, or self-belief? The price becomes smaller when measured against the ongoing cost of not solving the problem.

SPECIFICITY AS CREDIBILITY (Cialdini): Every claim must be specific enough to be independently verifiable. Vague benefit claims signal low credibility. Specific outcome claims signal authority and lived experience.

EXCLUSION AS TRUST SIGNAL: "This is NOT for you if..." is one of the most powerful conversion devices on a service offer page. When a founder tells visitors who this is wrong for, the right visitors trust the offer more — because they know the founder is not just trying to sell to everyone.

RISK REVERSAL PSYCHOLOGY: The risk reversal is the final psychological barrier to conversion. It must be specific and concrete — naming a specific outcome, timeframe, and consequence. Vague guarantees ("satisfaction guaranteed") signal the founder does not actually believe in the outcome. Specific risk reversals ("if you complete X and do not see Y within Z I will do W") signal complete confidence.

Now write complete offer page copy. Label each section clearly. Write deployment-ready copy — not notes, not suggestions.

SECTION 1 — OFFER HEADLINE: Choose the most appropriate headline variant from my inputs for this page — not the primary homepage headline. This page speaks to warm traffic — lead with the offer and outcome, not the problem. Subheadline: who this is for + what they get + timeframe if relevant — under 25 words. CTA button text: 3 to 5 words, specific action — what happens immediately after clicking.

SECTION 2 — WHO THIS IS FOR: "This is for you if..." — 3 to 4 bullet points describing specific situations the ideal buyer is currently in — use buyer profile language not marketing language. "This is NOT for you if..." — 2 to 3 bullet points describing situations that make this the wrong fit. Be direct and specific. Exclusion copy signals confidence — it increases qualified conversions by removing wrong-fit enquiries and telling the right buyer this was written specifically for them.

SECTION 3 — WHAT YOU GET: Introduction: 1 sentence on what makes this offer structurally different from alternatives — apply the common enemy frame to explain why the category standard fails and why this is different. Then write 3 to 5 deliverables — for each write: the deliverable name as a bolded label, what it involves in 1 sentence, and the outcome it produces written at the emotional or identity layer where the research supports it.

SECTION 4 — SOCIAL PROOF: Write 2 testimonial templates using the Before-After-Bridge structure. BEFORE: the specific situation they were in — using buyer profile language, same prior attempts, same scar tissue. AFTER: what specifically changed. BRIDGE: the concrete result or moment that confirmed it was working — specific enough to be verifiable. Mark as [PLACEHOLDER — replace with real testimonials that mirror the buyer profile exactly].

SECTION 5 — PRICING: Pricing introduction (2 to 3 sentences): apply loss aversion — what does staying where they are cost them per month in time, money, or self-belief? Introduce the price as the end of that ongoing cost — not a justification of it. Use specific framing: name the actual ongoing cost before naming the price. [PRICE PLACEHOLDER — founder inserts actual price]. Payment options: [PLACEHOLDER if applicable — e.g. pay in full or 2 instalments]. What is included: 3 to 5 specific bullet points — deliverables, access, timeframe. Risk reversal immediately below the price and CTA: [PLACEHOLDER — founder inserts their specific risk reversal — it must name a specific outcome, a specific timeframe, and a specific consequence if not delivered. Strong examples: "If you complete [deliverable] and do not see [specific result] within [timeframe] I will [refund / free extension / free work until you do]" or "Cancel within [X] days — full refund, no questions, no forms."]

SECTION 6 — FAQ: FAQ 1: use the exact FAQ answer from my messaging inputs — the dominant objection answered directly. The answer must name the prior attempt that failed specifically, apply the common enemy frame to explain why it failed, and explain the structural difference in one concrete sentence. FAQ 2 to 4: write 3 additional FAQs covering the most common pre-commitment questions. Write each question as the buyer would actually say it — not as a marketer would frame it. Answer each in the first sentence — directly and specifically. No vague reassurances. No "great question." No consultant-speak.

SECTION 7 — FINAL CTA: 1 sentence restating the offer and the identity or emotional outcome. CTA button text: same as Section 1. What happens immediately after clicking: one concrete sentence removing all ambiguity about the next step. Repeat the risk reversal in one line immediately below the button — this is the last psychological barrier and must be removed here.

QUALITY CONTROL — run every section through these filters before delivering the output:

THE WARM TRAFFIC TEST: Does any section re-explain the problem at homepage length? If yes — cut it. This visitor already knows. Get to the offer.

THE EXCLUSION TEST: Is the "This is NOT for you if..." section specific enough to actually exclude someone? If a wrong-fit person could read it and think "that might still be me" — rewrite it until it clearly self-selects them out.

THE PRICING FRAME TEST: Does the pricing introduction use loss framing — naming what inaction costs before naming the price? If it reads as a justification of the price rather than a reframe of the cost — rewrite it.

THE RISK REVERSAL TEST: Is the risk reversal specific — naming an outcome, a timeframe, and a consequence? If it reads as "satisfaction guaranteed" or any variation of that vagueness — it is not a risk reversal. Rewrite it or mark it clearly as [PLACEHOLDER — founder must make this specific].

THE MIRROR TEST (Joanna Wiebe): Does every section sound like the buyer talking — or a marketer describing the buyer? If it sounds like a marketer — rewrite it using the buyer's actual research language.

UNIVERSAL RULES: Voice must match the descriptors provided. Never use: transform, journey, empower, unlock, holistic, game-changing, passionate, dedicated, sustainable, revolutionary, authentic, or innovative. Use [PLACEHOLDER] for any specific detail the founder must insert. Do not invent testimonials, results, prices, or policies. If a line could appear on any competitor's offer page — rewrite it until it could only appear on this one.

Product page wireframe

[Upload your product page wireframe PNG here using /image]

This is structurally different from the service offer page. A service page sells trust in a person. A product page sells confidence in a physical thing — which means images carry far more of the conversion weight than copy does.

Product hero

On a product page, the images ARE the pitch — copy just confirms what the photos already proved. Pages with at least 6 high-quality images, including real customer photos, convert measurably better than pages with only 2 or 3 professional shots. Reviews shown right here, next to the title, lift conversion by roughly 32% — waiting until further down the page loses that effect for visitors who decide fast.

WHAT GOES HERE:

6+ images minimum: a clean shot on plain background, 2 to 3 lifestyle or in-use shots from different angles, 1 close-up detail shot (texture, material, key feature), and at least 1 real customer (UGC) photo
A size or scale comparison image if relevant to the product
Short video if the product benefits from demonstration (how it's used, how it looks in motion)
Product name and one-line outcome statement
Star rating and review count, visible right next to the title — not lower down the page
Price, clearly stated
Stock status ("In stock" / "Only 4 left" — only if genuinely true)
Single CTA button, first person ("Add To My Cart")
One or two trust badges near the button (secure checkout, free returns)

Product description

Specs alone don't sell — the visitor needs to picture the outcome, not memorise the ingredient list. Description copy that reads like a benefit list outperforms copy that reads like a spec sheet.

WHAT GOES HERE:

2 to 4 short paragraphs or bullets
Each feature paired with the outcome it delivers
Plain language — no jargon unless the visitor would already know the term

Proof and reviews

98% of online shoppers read reviews before buying. A perfect 5-star rating with nothing else looks staged — a realistic mix of ratings, with detail about who left them, builds more trust than flawless praise. Letting visitors filter or sort reviews helps them find people in a similar situation to their own.

WHAT GOES HERE:

Full review list below the summary shown in the hero
Reviewer context where possible: what size or variant they bought, how long they've used it
A genuine mix of ratings — don't hide the occasional 3 or 4 star review
2 to 3 highlighted reviews tied to specific use cases or results

OPTIONAL — IF YOU HAVE 10+ CUSTOMER PHOTOS:

Add a UGC photo strip below the written reviews — a simple grid of real customer photos using the product. This works as a volume trust signal once you have enough genuine photos to fill it.
With fewer than 10, skip it. A half-empty grid looks sparse rather than convincing. Keep collecting customer photos (ask for them in your post-purchase email) until you have enough to add this later.

Objection handler

Product-specific hesitations — sizing, ingredients, compatibility, shipping time — stop purchases just as often as price does. Unexpected shipping costs are one of the single biggest causes of abandoned purchases, so cost and delivery questions need answering here, not at checkout.

WHAT GOES HERE:

3 to 5 FAQ-style questions specific to this product
At least one question covering shipping cost and delivery time directly
Direct, specific answers — no vague reassurance

Related products

A visitor who isn't ready to buy this exact product shouldn't leave the site entirely — offering a related option keeps them inside your store instead of bouncing to a competitor.

WHAT GOES HERE:

2 to 4 related or complementary products
Brief one-line reason each is related

What you're pulling together before you write the copy for this page

Spreadsheet 2, Offer Page tab or Product Page tab, Column A — your confirmed target keyword
Spreadsheet 1, Messaging Brief, Row 1 Final — Buyer Profile
Spreadsheet 1, Messaging Brief, Row 2 Final — warm traffic opening strategy (service only)
Spreadsheet 1, Messaging Brief, Row 3 Final — dominant objection and common enemy frame
Spreadsheet 1, Messaging Brief, Row 4 Final — UVP / mechanism
Spreadsheet 1, Messaging Brief, Section 3, Rows 2 and 4 Final — voice descriptors and banned words

Run the offer or product page copy prompt

Copy the prompt — Service business (offer page)

You are a senior conversion copywriter trained in direct-response psychology, modern conversion-rate-optimisation research, and buyer-language methodology. This page is for warm visitors only — people who already know the brand and are deciding whether to buy a specific offer.

INPUTS — replace every bracket below before running this prompt

BUYER PROFILE: [paste from Spreadsheet 1, Messaging Brief, Row 1 Final]
WARM TRAFFIC STRATEGY: [paste from Spreadsheet 1, Messaging Brief, Row 2 Final — warm traffic section]
DOMINANT OBJECTION + COMMON ENEMY FRAME: [paste from Spreadsheet 1, Messaging Brief, Row 3 Final]
THE OFFER ITSELF — what's included, deliverables, format: [describe the specific offer this page sells]
PRICE: [insert price]
UVP / MECHANISM: [paste from Spreadsheet 1, Messaging Brief, Row 4 Final]
MY TARGET KEYWORD FOR THIS PAGE: [paste from Spreadsheet 2, Offer Page tab, Column A]
VOICE DESCRIPTORS + BANNED WORDS: [paste from Spreadsheet 1, Messaging Brief, Section 3, Rows 2 and 4 Final]

GOVERNING PRINCIPLES — apply to every section

WRITE AT A 5TH-GRADE READING LEVEL. Short sentences. Common words. The reader should feel smart, not impressed by the writer.
NEVER INVENT WHAT ISN'T IN THE INPUTS. Every claim must trace back to the inputs above.
CLEAR BEATS CLEVER. No wordplay. No headlines that require a second read.
EVERY CTA IS WRITTEN IN FIRST PERSON FROM THE VISITOR'S POINT OF VIEW. "Show Me The Programme" not "See The Programme."
THE KEYWORD GOES IN THE H1 NATURALLY. Work [MY TARGET KEYWORD] into the H1 so it reads naturally. If it doesn't fit, use the closest natural phrasing and place the exact keyword once elsewhere on the page. Never more than twice total.
THIS VISITOR IS WARM. Do not re-explain the business from scratch. Assume they already trust the brand — your job is to confirm this specific offer is right for them.
CALIBRATE PAIN VS DESIRE TO AWARENESS LEVEL. A warm visitor at this stage has usually moved past pure pain into evaluation mode. Reference the pain from earlier in the funnel briefly to maintain continuity, but spend most of this page on the specific outcome and proof — over-agitating someone who is already considering buying reads as manipulative and erodes the trust they've already built with the brand.
NAME THE FEAR THE VISITOR HASN'T SAID OUT LOUD. By this stage, the unspoken fear is rarely "does this work in general" — it's usually "will this work for someone exactly like me" or "what if I commit and it's the wrong fit." Surface that specific fear in the objection handler, not just the logistical objection already named in the inputs.

Now write the full page, section by section, in this exact order.

SECTION 1 — HERO
Write an H1 stating the specific offer plainly, naturally including MY TARGET KEYWORD per principle 5.
Write a one-line subheading naming who this is for.
Write the CTA button text in first person (4 words maximum).

SECTION 2 — WHO THIS IS FOR
Using BUYER PROFILE, write 3 to 5 short, specific statements describing the ideal visitor's exact situation. Stated as plain facts, not aspirational claims. Optionally add one short line naming who this is not for, to sharpen the filter.

SECTION 3 — THE OFFER
Using THE OFFER ITSELF, list 3 to 6 specific deliverables. Pair every deliverable with the outcome it produces in plain language — never list a feature without its result.

SECTION 4 — PROOF
Write a placeholder structure for 2 to 3 testimonials or case studies, matched as closely as possible to BUYER PROFILE. Format: [BEFORE STATE], [WHAT CHANGED], [SPECIFIC RESULT WITH A NUMBER OR TIMEFRAME]. Do not invent testimonial content.

SECTION 5 — OBJECTION HANDLER
Using DOMINANT OBJECTION + COMMON ENEMY FRAME, state the visitor's most likely hesitation about THIS specific offer (commonly price, time, or fit). Answer it directly in 2 to 3 sentences. Add 2 supporting FAQ-style questions — at least one must address the unspoken fear per principle 8, not just a logistical question about this offer.

SECTION 6 — PRICING
State PRICE in plain numbers. Add payment options if relevant. Write a specific, concrete risk reversal — name the exact outcome and exact consequence if it isn't delivered. Never write a vague guarantee.

SECTION 7 — FINAL CTA
Write a closing line restating the core promise of THE OFFER ITSELF in fresh words. Write the final CTA button in first person. Add one line removing the last hesitation using the strongest proof point available.

Write the full page now, section by section, exactly as instructed above.

Copy the prompt — Ecommerce business (product page)

You are a senior conversion copywriter trained in direct-response psychology, modern conversion-rate-optimisation research, and buyer-language methodology. This page sells one specific product to a visitor who is actively evaluating whether to buy it now.

INPUTS — replace every bracket below before running this prompt

BUYER PROFILE: [paste from Spreadsheet 1, Messaging Brief, Row 1 Final]
DOMINANT OBJECTION + COMMON ENEMY FRAME: [paste from Spreadsheet 1, Messaging Brief, Row 3 Final]
PRODUCT NAME: [insert product name]
PRODUCT DETAILS — ingredients, materials, specs, what it does: [describe the product fully]
PRICE: [insert price]
UVP / MECHANISM: [paste from Spreadsheet 1, Messaging Brief, Row 4 Final]
MY TARGET KEYWORD FOR THIS PAGE: [paste from Spreadsheet 2, Product Page tab, Column A]
VOICE DESCRIPTORS + BANNED WORDS: [paste from Spreadsheet 1, Messaging Brief, Section 3, Rows 2 and 4 Final]

GOVERNING PRINCIPLES — apply to every section

WRITE AT A 5TH-GRADE READING LEVEL. Short sentences. Common words.
NEVER INVENT PRODUCT DETAILS NOT IN THE INPUTS. If a spec or claim isn't in PRODUCT DETAILS, do not include it.
EVERY FEATURE NEEDS AN OUTCOME. A spec list does not sell. Pair every feature with what it means for the buyer.
EVERY CTA IS WRITTEN IN FIRST PERSON FROM THE VISITOR'S POINT OF VIEW. "Add To My Cart" not "Add To Cart."
THE KEYWORD GOES IN THE PRODUCT TITLE OR SUBHEADING NATURALLY. Work [MY TARGET KEYWORD] in so it reads naturally, never forced. Maximum twice on the page.
ADDRESS PRODUCT-SPECIFIC HESITATIONS DIRECTLY. Sizing, compatibility, ingredients, and shipping concerns stop purchases as often as price does — answer them plainly.
CALIBRATE PAIN VS DESIRE TO AWARENESS LEVEL. A visitor on a single product page is usually close to a purchase decision rather than in deep emotional pain. Lead the description with the outcome and desire the product delivers; reference the underlying frustration briefly for context but don't over-agitate someone who has already chosen to evaluate this specific product.
NAME THE FEAR THE VISITOR HASN'T SAID OUT LOUD. On a product page this is usually "will this actually work as well as it sounds," "what if it doesn't suit me specifically," or "what if I've made a mistake buying this." Surface and answer one of these directly in the FAQ section, not just the logistical questions.

Now write the full page, section by section, in this exact order.

SECTION 1 — PRODUCT HERO
Write a short image brief: 1 sentence each describing what the clean product shot, the in-use or lifestyle shot, and the scale/detail shot should show, based on PRODUCT DETAILS. Mark this clearly as [IMAGE BRIEF — for the founder to shoot or source, not copy].
Write the product title using PRODUCT NAME, naturally including MY TARGET KEYWORD per principle 5.
Write a one-line outcome statement — what the buyer gets from using this product, not what it contains. Calibrate per principle 7.
State PRICE.
Write the CTA button text in first person (4 words maximum).

SECTION 2 — PRODUCT DESCRIPTION
Using PRODUCT DETAILS and UVP / MECHANISM, write 2 to 4 short paragraphs or bullet points. Every feature must be paired with the outcome it delivers. Use plain language — explain any technical term a typical buyer wouldn't already know.

SECTION 3 — PROOF
Write a placeholder structure for 2 to 3 reviews highlighting specific use cases or results relevant to BUYER PROFILE. Format: [REVIEWER SITUATION], [SPECIFIC RESULT OR USE CASE]. Do not invent review content.

SECTION 4 — OBJECTION HANDLER
Using DOMINANT OBJECTION + COMMON ENEMY FRAME and PRODUCT DETAILS, write 2 to 4 FAQ-style questions covering the most likely product-specific hesitations (sizing, compatibility, ingredients, shipping, returns). At least one question must address the unspoken fear per principle 8. Answer each directly and specifically — no vague reassurance.

SECTION 5 — RELATED PRODUCTS
Write a placeholder structure for 2 to 4 related or complementary products, each with a one-line reason it's related to this one. Mark as [INSERT RELATED PRODUCT] since actual catalogue items aren't in these inputs.

Write the full page now, section by section, exactly as instructed above.

Refine your output

Once the prompt output is generated, work through each section. For each one ask:

— Does every line use my buyer's actual language — or does it sound like a marketer wrote it?
— Does the H1 or product title contain my target keyword naturally — not forced, not repeated awkwardly?
— Could this line appear on any competitor's page without changing a word?
— Does the voice match Spreadsheet 1, Messaging Brief, Section 3 descriptors?
— Does the page address a fear I haven't explicitly named in my research — or only the objection I already had on file?

If any section fails — paste it back into your AI tool with: "Rewrite [section name] to be more specific to this business. The issue is: [describe what feels wrong]."

📌 Product pages — check the image brief before finalising the rest of the page

The AI's image brief in Section 1 is a starting point, not a finished shot list. Read it, then shoot or source your actual photos before writing the final version of the description and review sections — they read better once you know exactly what the images already show, so you're not repeating information the photo already communicates.

On-page SEO — offer or product page

TITLE TAG
Format: Primary Keyword | Business Name
Under 60 characters including spaces
Must contain your primary keyword from Spreadsheet 2, Column A
Example: "12-Week Strength Coaching for Busy Professionals | [Business Name]"

META DESCRIPTION
Under 155 characters
Must include the primary keyword naturally
Written as a benefit statement — not keyword-stuffed
Include a soft CTA matching the page's CTA button

H1 / PRODUCT TITLE
This is the headline or product title from the copy you just wrote
One H1 per page only
Must contain or closely match the primary keyword

IMAGE ALT TEXT (product pages — this matters more here than anywhere else in the Kit)
Every image needs descriptive alt text including the primary keyword where natural
Format: "[what the image shows] — [business name] — [keyword]"
Example: "Woman holding the 12-week strength coaching welcome kit — [Business Name]"

URL SLUG
Replace brackets with your specifics:

Service offer pages: yourbusiness.com/offer-name
Product pages: yourbusiness.com/products/product-name
Keep it short, readable, and close to the actual product or offer name

Record your SEO details in Spreadsheet 2

Open Spreadsheet 2, Offer Page tab or Product Page tab. Fill in the remaining columns using the checklist above and the copy you just wrote:

Column G — Title Tag
Column H — Meta Description
Column I — H1 / Product Title
Column J — URL Slug

✅ Page 2 complete when:

Offer or product page copy written across all sections
Target keyword from Spreadsheet 2 confirmed in the H1 or product title, naturally and without repetition
Product pages: image brief reviewed and real photos shot or sourced — minimum 6 images across the required types
Testimonial, review, or related product placeholders noted and on your list to collect
Pricing and risk reversal confirmed (service offer pages) or price and stock status confirmed (product pages)
SEO checklist completed
Spreadsheet 2 tab fully filled in across all columns

Page 3 — About Page

Most About pages get this wrong by writing a company biography. Visitors don't land here out of curiosity about your founding date — they land here asking one specific question: can I trust this person or brand to solve my problem? Everything on this page should answer that question, not narrate your history.

About page wireframe

[Upload your about page wireframe PNG here using /image]

Opening

The opening line sets whether this page is about you or about the visitor. "We were founded in 2018" answers a question nobody asked. Naming who you help and what you believe immediately signals this page exists for the visitor's benefit, not as a vanity exercise.

WHAT GOES HERE:

Who you help, stated specifically — not "everyone" or "all small businesses"
What you believe about the problem they face, in one or two sentences
No founding date, no "our journey," no mission statement language

Positioning and proof

This is the section that actually answers "can I trust you." What counts as proof differs by business type — but in both cases, specific and concrete beats warm and vague.

SERVICE BUSINESSES: the proof case rests on you — your specific experience, background, or track record with this exact problem.

WHAT GOES HERE:

The specific experience, background, or result that makes you credible for this exact problem
One or two specific numbers or outcomes if you have them
Avoid generic credibility language — be precise about what you've actually done

ECOMMERCE BUSINESSES: the proof case rests on the product and process — not a person's résumé. What makes the sourcing, formulation, materials, or manufacturing standard genuinely different and verifiable.

WHAT GOES HERE:

The specific thing that makes the product or process different (sourcing, formulation, materials, testing, manufacturing standard)
Concrete, verifiable proof points — certifications, where it's made, third-party testing, specific quality standards
Avoid generic values language like "quality" or "ethical" without a concrete fact attached
A founder credential only belongs here if it's a genuine proof point (e.g. the founder is a formulator, chemist, or craftsperson with relevant training) — otherwise leave it out

IMAGE GUIDANCE:
A real photo of you (or your team) belongs here — not a stock photo. A genuine face does real trust-building work on this page specifically, because the visitor is asking "is there an actual credible person behind this," and a stock image of a generic "professional" actively undermines that.

If you're the face of the business (most coaches, consultants, practitioners, solo service providers): include a clear, simple photo of yourself — ideally one where you're doing the work, not posing. A photo mid-session, mid-consultation, or in your actual working environment outperforms a polished headshot.

If you're an ecommerce brand where the founder isn't the product: a founder photo is optional. What matters more is a real photo connected to the brand's origin — the workshop, the first batch, the original problem you were solving. The goal is the same either way: prove a real, specific story exists, not a stock-photo version of one.

Never use a stock photo on this page. It directly contradicts the page's only job, which is proving you're real.

The human element (service) or The origin (ecommerce)

Trust isn't only built on credentials or product specs — it's also built on a real story that explains why this exists. But the source of that story differs by business type, and forcing the wrong kind of story here actually weakens the page.

SERVICE BUSINESSES: this section earns the right to feel personal, but only after positioning and proof have already done the credibility work. The story should connect to the visitor's exact frustration, not a generic "I've always loved helping people" statement.

WHAT GOES HERE:

A short, honest account of why this work matters to you personally
Connection to the visitor's exact frustration, not a generic passion statement
Kept brief — this supports the trust case, it doesn't replace it

ECOMMERCE BUSINESSES: this section should explain the gap or frustration in the market that led to this brand existing — not a founder's personal passion for the category. A founder narrative only belongs here if the founder's background is a genuine, concrete proof point (e.g. a chemist who formulated the product, a craftsperson with relevant training). If it isn't, keep the focus on the product and the market gap instead of inventing a personal story that doesn't actually build trust.

WHAT GOES HERE:

The specific problem or gap in the market that led to this brand existing
Framed around the buyer's frustration, not the founder's enthusiasm
A founder mention only if their background is a genuine credibility asset — otherwise omit it
Kept brief — this supports the trust case in Section 2, it doesn't replace it

Bridge to action

An About page that ends without a next step wastes a visitor who has just decided to trust you. This is the moment to point them toward the page that actually converts.

WHAT GOES HERE:

A short closing line connecting belief in you to the offer
A single CTA pointing to the homepage offer section, the offer page, or the shop

What you're pulling together before you write

Spreadsheet 1, Messaging Brief, Row 1 Final — Buyer Profile
Spreadsheet 1, Messaging Brief, Row 3 Final — dominant objection and common enemy frame
Spreadsheet 1, Messaging Brief, Row 4 Final — UVP / mechanism
Spreadsheet 1, Messaging Brief, Section 3, Rows 2 and 4 Final — voice descriptors and banned words

📌 No keyword for this page

The About page doesn't target a specific search keyword the way your homepage and offer or product pages do — visitors usually arrive here by clicking from another page on your site, not searching Google directly for "about [your business]." Skip Spreadsheet 2 entirely for this page.

Run the about page copy prompt

Copy the prompt — Service business (about page)

📋 Before running this prompt read through it in full and replace every [bracketed placeholder] with your actual content from Spreadsheet 1 and your own background. Do not run the prompt with any brackets remaining — empty placeholders produce generic output.

You are a senior conversion copywriter trained in direct-response psychology and trust-building copy. This is the About page. Visitors arrive here asking one question: can I trust this person to solve my problem? Your job is to answer that question with positioning and proof — not a company biography.

INPUTS — replace every bracket below before running this prompt

BUYER PROFILE: [paste from Spreadsheet 1, Messaging Brief, Row 1 Final]
DOMINANT OBJECTION + COMMON ENEMY FRAME: [paste from Spreadsheet 1, Messaging Brief, Row 3 Final]
UVP / MECHANISM: [paste from Spreadsheet 1, Messaging Brief, Row 4 Final]
MY SPECIFIC BACKGROUND OR CREDENTIAL relevant to this problem: [describe — qualifications, years of experience, personal story, results you've achieved for others]
WHY THIS WORK MATTERS TO ME PERSONALLY (brief, honest): [describe in 2-3 sentences]
WHERE SHOULD THE CTA POINT? [homepage offer section / offer page]
VOICE DESCRIPTORS + BANNED WORDS: [paste from Spreadsheet 1, Messaging Brief, Section 3, Rows 2 and 4 Final]

GOVERNING PRINCIPLES — apply to every section

WRITE AT A 5TH-GRADE READING LEVEL. Short sentences. Common words.
NEVER INVENT WHAT ISN'T IN THE INPUTS. Every claim must trace back to MY SPECIFIC BACKGROUND OR CREDENTIAL — do not fabricate qualifications or results.
THIS IS NOT A BIOGRAPHY. No founding dates, no "my journey began," no mission statement language. Every sentence must answer "can I trust this person," not "what is the history of this business."
SPECIFIC PROOF OVER GENERIC WARMTH. "I helped 40 small business owners simplify their pricing in 2024" beats "I'm passionate about helping small businesses."
THE PERSONAL ELEMENT EARNS ITS PLACE AFTER THE CREDIBILITY CASE, NOT BEFORE IT. Don't open with personal story — open with who you help and why you can be trusted to help them.
CONNECT TO THE VISITOR'S FRUSTRATION, NOT A GENERIC PASSION STATEMENT. Use DOMINANT OBJECTION + COMMON ENEMY FRAME to make the personal section relevant to what this exact visitor has already experienced, not a vague love of the industry.

Now write the full page, section by section, in this exact order.

SECTION 1 — OPENING
Write 1 to 2 sentences naming who you help, using BUYER PROFILE. State what you believe about the problem they face. No founding date, no journey language.

SECTION 2 — POSITIONING AND PROOF
Using MY SPECIFIC BACKGROUND OR CREDENTIAL, write 2 to 4 sentences establishing why this person is credible for this exact problem. Include specific numbers or outcomes if available in the inputs. Do not use generic credibility language.

SECTION 3 — THE HUMAN ELEMENT
Using WHY THIS WORK MATTERS TO ME PERSONALLY and DOMINANT OBJECTION + COMMON ENEMY FRAME, write 2 to 3 short sentences connecting this work to the visitor's specific frustration — not a generic passion statement. Keep this section brief; it supports the credibility case built in Section 2, it doesn't replace it.

SECTION 4 — BRIDGE TO ACTION
Write 1 closing sentence connecting belief in this person to taking the next step. Write a single CTA in first person, pointing to WHERE SHOULD THE CTA POINT.

Write the full page now, section by section, exactly as instructed above.

Copy the prompt — Ecommerce business (about page)

📋 Before running the prompt below read through it in full and replace every [bracketed placeholder] with your actual content from Spreadsheet 1 and your brand's actual story. Do not run the prompt with any brackets remaining — empty placeholders produce generic output.

You are a senior conversion copywriter trained in direct-response psychology and trust-building copy. This is the About page. Visitors arrive here asking one question: can I trust this brand to deliver what it promises? Your job is to answer that question with a specific origin and concrete proof — not a generic mission statement.

INPUTS — replace every bracket below before running this prompt

BUYER PROFILE: [paste from Spreadsheet 1, Messaging Brief, Row 1 Final]
DOMINANT OBJECTION + COMMON ENEMY FRAME: [paste from Spreadsheet 1, Messaging Brief, Row 3 Final]
UVP / MECHANISM / DIFFERENTIATOR: [paste from Spreadsheet 1, Messaging Brief, Row 4 Final]
WHAT PROBLEM OR GAP STARTED THIS BRAND: [describe the specific moment, frustration, or gap in the market that led to this brand existing]
WHAT MAKES THE PRODUCT OR PROCESS DIFFERENT: [describe — sourcing, formulation, materials, manufacturing approach, quality standard]
ANY CONCRETE PROOF POINTS: [certifications, where it's made, founder credentials if relevant, specific quality standards — leave blank sections out rather than inventing]
WHERE SHOULD THE CTA POINT? [shop / homepage / specific product or collection]
VOICE DESCRIPTORS + BANNED WORDS: [paste from Spreadsheet 1, Messaging Brief, Section 3, Rows 2 and 4 Final]

GOVERNING PRINCIPLES — apply to every section

WRITE AT A 5TH-GRADE READING LEVEL. Short sentences. Common words.
NEVER INVENT WHAT ISN'T IN THE INPUTS. Every claim must trace back to the inputs above — do not fabricate certifications, sourcing details, or proof points.
THIS IS NOT A FOUNDING STORY FOR ITS OWN SAKE. No "we started in a garage in 2019" unless that detail directly proves something the buyer cares about (quality, care, expertise). Every sentence must answer "can I trust this brand," not "what is the timeline of this business."
SPECIFIC PROOF OVER GENERIC VALUES LANGUAGE. "Every batch is tested by a third-party lab before it ships" beats "we're committed to quality."
THE ORIGIN STORY EARNS ITS PLACE BY CONNECTING TO THE BUYER'S FRUSTRATION, NOT THE FOUNDER'S PASSION. Use WHAT PROBLEM OR GAP STARTED THIS BRAND to mirror DOMINANT OBJECTION + COMMON ENEMY FRAME — the brand should exist because the market was failing buyers in a specific way, not because the founder "always loved" the category.
DO NOT CENTRE A FOUNDER UNLESS THEY ARE GENUINELY PART OF THE TRUST CASE. If founder background isn't a meaningful proof point for ANY PROOF POINTS, keep the focus on the product and process instead of inventing a personal narrative.

Now write the full page, section by section, in this exact order.

SECTION 1 — OPENING
Write 1 to 2 sentences naming who this brand serves, using BUYER PROFILE. State what the brand believes about the problem it solves. No founding date, no "our journey" language unless it appears in WHAT PROBLEM OR GAP STARTED THIS BRAND.

SECTION 2 — POSITIONING AND PROOF
Using WHAT MAKES THE PRODUCT OR PROCESS DIFFERENT and ANY CONCRETE PROOF POINTS, write 2 to 4 sentences establishing why this brand is credible for this exact problem. Use specific, verifiable details only. Do not use generic values language like "quality," "sustainable," or "ethical" without a concrete fact backing it up.

SECTION 3 — THE ORIGIN
Using WHAT PROBLEM OR GAP STARTED THIS BRAND and DOMINANT OBJECTION + COMMON ENEMY FRAME, write 2 to 3 short sentences explaining why this brand exists — framed around the gap in the market or the buyer's frustration, not founder passion. Keep this brief; it supports the credibility case in Section 2, it doesn't replace it.

SECTION 4 — BRIDGE TO ACTION
Write 1 closing sentence connecting belief in this brand to taking the next step. Write a single CTA in first person, pointing to WHERE SHOULD THE CTA POINT.

Write the full page now, section by section, exactly as instructed above.

Refine your output

Once the prompt output is generated, work through each section. For each one ask:

Does this sound like a real, specific person or brand — or could it describe almost anyone in this category?
Is every credibility claim something I can actually back up — or did the AI soften into generic confidence language?
Does the voice match Spreadsheet 1, Messaging Brief, Section 3 descriptors?
Did Section 3 stay brief and supportive, or did it take over the page and crowd out the credibility case in Section 2?
Does the page end with a clear single next step, or does it just trail off?

If any section fails — paste it back into your AI tool with: "Rewrite [section name] to be more specific to this business. The issue is: [describe what feels wrong]."

About page SEO checklist

This page has lighter SEO requirements than your homepage or offer/product pages, since it doesn't target a specific search keyword.

TITLE TAG
Format: About | Business Name
Under 60 characters including spaces
Example: "About | [Business Name]"

META DESCRIPTION
Under 155 characters
1 to 2 sentences summarising who you help and why you're credible — pulled directly from Section 1 and Section 2 of the copy you just wrote
No keyword requirement — write this as a genuine, accurate summary

H1
"About [Your Name]" or "About [Business Name]" — keep this simple and literal
One H1 per page only

URL SLUG
yourbusiness.com/about
Standard and simple — no variation needed

IMAGE ALT TEXT
If you've added a photo per the guidance above:
Format: "[your name or business name], [one descriptive detail]"
Example: "Sarah Chen, certified nutrition coach" or "The first batch of [Product], hand-poured in [location]"

Record your details in Spreadsheet 2

Open Spreadsheet 2, About Page tab. Fill in:

Column G — Title Tag
Column H — Meta Description
Column I — H1
Column J — URL Slug (yourbusiness.com/about)

📌 No target keyword needed

Column A (Target Keyword) can stay blank for this page, or you can simply enter your business name if you'd like to track it. This page doesn't compete for search rankings the way your other pages do.

✅ Page 3 complete when:

About page copy written across all 4 sections, matching your business type
Every credibility claim in Section 2 is something you can actually stand behind — nothing softened or invented
A real photo included per the image guidance, or a clear plan to add one
CTA in Section 4 points to the correct next page
SEO checklist completed
Spreadsheet 2, About Page tab filled in

✅ Website Copy Workbook complete when:

Page 1 — Homepage written, SEO'd, and recorded in Spreadsheet 2
Page 2 — Offer Page or Product Page written, SEO'd, and recorded in Spreadsheet 2
Page 3 — About Page written, SEO'd, and recorded in Spreadsheet 2
Every page reviewed against its refine checklist — no generic claims, no invented proof, voice consistent with Spreadsheet 1

Your core site is now built — the three pages that do the heavy lifting of turning a stranger into a buyer. One piece is still missing: the page that captures someone who isn't ready to buy yet, and the page that greets them right after they say yes to that smaller ask.

That's the Lead Magnet Workbook — next up.

What's next: the Lead Magnet Workbook

The Lead Magnet Workbook covers two connected pages as one unit, since they're really a single moment split into two screens:

The Opt-in Page — where a visitor who isn't ready to buy yet gives you their email in exchange for something smaller and immediate. For service businesses this is often a free guide, checklist, or short consultation. For ecommerce businesses this is often a discount code, early access, or a useful guide related to your product.

The Thank-You Page — what they see the second after they say yes. This is your best, and most often wasted, opportunity to either deliver on the promise clearly or make a second, low-pressure next step — whether that's booking a call, browsing your shop, or simply confirming their discount is ready to use.

Lead Magnet Workbook