Writing Copy
Write clear, compelling copy for products and marketing.
Principles
- Clarity over cleverness — users should instantly understand what you're saying
- Benefits over features — "Save 2 hours a day" beats "AI-powered automation"
- One idea per section — don't overload the reader
- Active voice — "We send your report" not "Your report will be sent"
- Short sentences — aim for 15-20 words per sentence
Landing Page Structure
Hero Section
- Headline: One sentence, states the core value (8-12 words)
- Subheadline: Expands on the headline, addresses who it's for (15-25 words)
- CTA: Clear action verb ("Start free trial", "Get started", "Try for free")
Headline: Ship faster with AI-powered code review
Subheadline: Catch bugs, enforce standards, and merge with confidence —
built for teams that move fast.
CTA: Start free trial →Features Section
For each feature:
- Short title (3-5 words)
- One sentence explaining the benefit
- Optional: icon or screenshot
Social Proof
- Customer logos, testimonials, metrics
- Specific numbers: "Used by 10,000+ teams" not "Used by many teams"
- Quotes with name, title, company
CTA Section
- Repeat the primary CTA
- Address objections: "No credit card required", "Free for up to 5 users"
Button & CTA Copy
Good:
- "Start free trial"
- "Get started — it's free"
- "Download the app"
- "See pricing"
- "Book a demo"
Bad:
- "Submit"
- "Click here"
- "Learn more" (too vague as a primary CTA)
- "Get started now for free today!" (too long)
Microcopy (UI Text)
Error messages:
- Say what happened and what to do: "Payment failed. Please check your card details and try again."
- Not: "Error 422" or "Something went wrong"
Empty states:
- Guide the user: "No projects yet. Create your first project to get started."
- Not: "No data"
Confirmation dialogs:
- Be specific: "Delete this project? This will remove all tasks and cannot be undone."
- Button: "Delete project" (not "OK")
Loading states:
- "Setting up your workspace..." (not "Loading...")
Email Copy
- Subject line: 6-10 words, specific, no ALL CAPS
- First line: Get to the point — why should they care?
- Body: One CTA, not three
- P.S.: Use for urgency or a secondary point (highest-read part after the subject)
Tips
- Read your copy out loud — if it sounds awkward, rewrite it
- Cut every word that isn't doing work
- Use the "so what?" test: after every sentence, ask "so what?" — the answer should be obvious
- A/B test headlines and CTAs when possible
- Match the tone to your audience (developer docs ≠ consumer marketing)