## Contents

- 2. Copy frameworks (fill-in formulas)
- Value proposition (the H1)
- Benefit > feature translation
- CTA copy by intent
- Objection-handling FAQ
- Above-the-fold checklist

## 2. Copy frameworks (fill-in formulas)

Copy is the product of the page. Layout just gets out of its way. Use these formulas; if you need depth on long-form sales copy, see `copywriting`.

### Value proposition (the H1)
The H1 must answer **what it is + who it's for + the payoff** within ~10 words. Patterns:

- **Outcome:** `{Achieve desired outcome} without {pain/cost}` → "Ship features faster without breaking production."
- **Category + diff:** `The {category} that {key differentiator}` → "The CRM that updates itself."
- **For-whom:** `{Outcome} for {specific ICP}` → "Invoicing built for freelance designers."

Rules: concrete > clever; name the audience or the outcome, not your features; no jargon a cold visitor won't parse in 2 seconds. **Subhead** = the *how* or the proof in one sentence ("Connect your repo and get test coverage on every PR — no config.").

### Benefit > feature translation
Buyers buy outcomes; the spec sheet only reassures. Translate every feature with "**so that**":

| Feature | Benefit (so that…) |
|---------|--------------------|
| Real-time sync | "Everyone sees the same numbers — *so that* no one ships off stale data." |
| 256-bit encryption | "Bank-grade security — *so that* you pass your customer's security review." |
| Slack integration | "Alerts where you already work — *so that* nothing slips through email." |

Hero/solution sections lead with benefit; features grid can be more literal.

### CTA copy by intent
Buttons should name the *value or next step*, never "Submit." Match friction to commitment:

| Funnel stage / offer | Primary CTA | Why |
|----------------------|-------------|-----|
| Free tool / freemium | "Start free — no card" | Removes the #1 hesitation |
| Trial | "Start your 14-day trial" | Concrete, time-bound |
| Demo (sales-led) | "Book a 20-min demo" | Sets the time cost expectation |
| Waitlist | "Get early access" | Exclusivity framing |
| Lead magnet | "Send me the guide" | First-person increases clicks |
| Ecommerce | "Add to cart" / "Buy now" | Standard, don't be clever |

One *primary* action per page; a secondary CTA ("See how it works", "Watch 2-min demo") may sit beside it but must look visually subordinate. Keep button label identical at hero and final CTA so the decision feels consistent.

### Objection-handling FAQ
List the real reasons people *don't* buy, then answer each plainly. Common buckets: price/ROI, switching cost, security/compliance, "will it work for my case", contract/cancellation, support. Answer the question directly in the first sentence (also helps AI-search citation — see §6).

### Above-the-fold checklist
Within the first viewport (test at 360×640 mobile and 1440×900 desktop) a stranger must learn: **(1)** what this is, **(2)** who it's for, **(3)** the payoff, **(4)** one trust signal, **(5)** the primary action. If any is missing, the hero is incomplete.

---