Conversion copywriting

Conversion Copywriting Skill

Purpose

Generate copy that converts visitors into customers by speaking their language with verified claims.

CRITICAL PRINCIPLES (Non-Negotiable)

1. UNIQUE - No Plagiarism

Every piece of content must be original. The verification system checks for:

• Common marketing phrases used verbatim
• Template-like language
• Generic claims without specifics Requirement: 95%+ uniqueness score

2. VERIFIABLE - 100% Backed Claims

Every claim must be traceable to:

• Business Consistency Master (NAP, licenses, credentials)
• VOC Research (customer quotes)
• Public records (ABN, awards) Requirement: Zero unverifiable credential claims

3. AUTHENTIC - Real Customer Voice

All "customer language" must come from:

• Actual VOC research quotes
• Real testimonials with permission
• Documented support interactions

Section Structure (Proven)

Homepage

1. Hero - Grab attention with customer-centric headline
2. Problem - Address their pain using VOC language
3. Value Props - 3-4 key benefits (specific, not vague)
4. Proof - Testimonials, stats, case studies
5. Process - How it works in 3-5 steps
6. FAQ - Common questions (from real customer data)
7. CTA - Final push to action

Services Page

1. Hero - What we do best
2. Services Overview - Brief list
3. Service Details - Deep dive each service
4. Process - How we work together
5. Pricing Teaser - Starting from / Get a quote
6. Proof - Relevant testimonials
7. CTA - Get started

About Page

1. Hero - Who we are in one sentence
2. Story - Origin story, why we started
3. Team - Key people with photos
4. Values - 3-5 core values
5. Credentials - Licenses, certifications, awards
6. CTA - Connect with us

Tone & Voice Guidelines

Conversational (Default)

Write like you're talking to a friend who needs help.

• Use "you" and "we"
• Short sentences
• Active voice
• Questions okay

Professional

For B2B, legal, medical, finance.

• More formal language
• Industry terminology (explained)
• Data-driven claims

Friendly

For consumer services.

• Warm and approachable
• Empathetic language
• Personal touches

BANNED Phrases (Never Use)

leverage, synergy, optimize, utilize, cutting-edge,
state-of-the-art, best-in-class, world-class,
game-changer, disruptive, innovative, paradigm shift,
holistic, seamless, robust, scalable, empower,
thought leader, bleeding edge, next-generation

Jargon Replacements

leverage → use
utilize → use
optimize → improve
facilitate → help
implement → use
comprehensive → complete
innovative → new
seamless → smooth
robust → strong
scalable → grows with you

Verification Process

Before Publishing

1. Extract all claims from copy
2. Cross-reference with Consistency Master
3. Verify statistics have sources
4. Check credential claims against licenses
5. Confirm customer quotes are from VOC

Verification Report

Every piece of copy includes:

• Uniqueness score (must be 95%+)
• Verified claims count
• Unverified claims (must be 0 critical)
• Warnings (acceptable if addressed)

When to Use

• Creating new landing pages
• Rewriting existing pages
• Generating email copy
• Creating ad copy
• Writing proposals

Integration Points

• src/lib/copywriting/conversion-copywriting-engine.ts - Main engine
• generated_page_copy table - Storage
• page_copy_templates table - Templates
• VOC Research Skill - Quote source
• Competitor Analysis Skill - Insights source
• Business Consistency Skill - Claim verification

Output Format

{
  "page_type": "homepage",
  "meta_title": "50-60 chars",
  "meta_description": "150-160 chars",
  "sections": [...],
  "verification": {
    "uniqueness_score": 97,
    "verified_claims": 12,
    "unverified_claims": 0,
    "passed": true
  }
}