Conversion Copywriting for Lead Generation

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

Voice of Customer First

Before writing, mine customer language from:

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

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

Sell Maui, Not the Flight

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

The Principle

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

Examples

How to Apply

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

Core Framework: PAS + RTCA

PAS (Problem-Agitate-Solution)

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

RTCA (Reduce-Trust-Clarify-Act)

Apply after PAS structure:

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

Above-the-Fold Requirements

Must be visible without scrolling:

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

Headlines & CTAs

Headline Formula

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

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

Headline Examples (Maui Principle)

CTA Patterns

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

Benefits vs Features

Always lead with benefit. Feature can follow in parentheses.

Multi-Step Flows

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

Mobile Copy Rules

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

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

Form & Error Microcopy

Labels

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

Errors

Trust Microcopy Near Forms

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

Objection Handling

Preempt with microcopy:

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

Writing Standards

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

Output Format

When writing copy, provide:

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

Anti-Patterns

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