CRO Copywriting Specialist

Persuasive copywriting for CRO

by wondelai · MIT license · ★ 2,235 on GitHub · updated Sep 10

Evidence-based copywriting principles. Write as much as it takes to communicate your entire sales message—but not one word more.

# Persuasive Copywriting for CRO

Evidence-based copywriting principles. Write as much as it takes to communicate your entire sales message—but not one word more.

## Headlines

The headline's job: Get visitors to read the next line.

### Headline Formulas That Work

**Problem-agitate-solve**:
"Tired of [problem]? [Solution] lets you [benefit]."

**Specificity wins**:
Bad: "Improve your conversion rate"
Good: "How we increased conversions by 363%"

**News angle**:

Overview

Evidence-based copywriting principles. Write as much as it takes to communicate your entire sales message—but not one word more.

Manual install (npx, ZIP)

Claude Codenpx skills add wondelai/skills --skill persuasive-copywriting-for-cro -g -a claude-code

Claude.ai / desktopZip the folder and upload it under Settings → Capabilities → Skills.

Codex, Cursor, other agentsPoint them at SKILL.md. The other files are plain text.

Connects with Agent Alley MCP · agentalley.io/mcp

Files included

COPYWRITING.md3.9 KB

Read COPYWRITING.md here

wondelai/main1 file

COPYWRITING.md3.9 KB

COPYWRITING.md

Show the full text179 lines

persuasive-copywriting-for-cro/COPYWRITING.md179 lines · 3.9 KB

PreviewCode

Outline

RawView on GitHub

Persuasive Copywriting for CRO

Evidence-based copywriting principles. Write as much as it takes to communicate your entire sales message—but not one word more.

Headlines

The headline's job: Get visitors to read the next line.

Headline Formulas That Work

Problem-agitate-solve: "Tired of [problem]? [Solution] lets you [benefit]."

Specificity wins: Bad: "Improve your conversion rate" Good: "How we increased conversions by 363%"

News angle: "[X] facts about [topic] you were never told"

How-to: "How to [achieve result] without [common pain]"

Question: "What's stopping your website from converting?"

Headline Testing Priority

Value proposition clarity
Specific numbers/results
Audience targeting
Urgency/timeliness
Emotional hook

Body Copy Principles

Length

Write as much as it takes to:

Communicate the complete sales message
Address all major objections
Provide sufficient proof

Long copy works when visitors are:

Unfamiliar with product category
Making a high-commitment decision
Comparing alternatives

Short copy works when:

Brand is well-known
Product is simple/commoditized
Visitors are already convinced

Structure

Lead with benefits, not features Feature: "256GB storage" Benefit: "Never delete another photo"

Use specific numbers Weak: "Thousands of customers" Strong: "47,832 businesses trust us"

Write for scanners

Subheadings that tell the story alone
Bold key phrases
Bullet points for multiple items
Short paragraphs (2-4 sentences)

Voice

Clarity over cleverness No reader is too sophisticated for simple sentences.

Active voice Bad: "Your conversion rate will be improved" Good: "We'll improve your conversion rate"

"You" focus Count "you" vs. "we" in your copy. Visitors care about themselves.

Circle adjectives and adverbs Replace vague modifiers with specific facts: Bad: "incredibly fast delivery" Good: "delivery in 2 hours or less"

Proof Elements

Hierarchy of proof (strongest to weakest)

Specific results with context "Increased revenue by $2.4M in 6 months"
Named testimonials with photos Real people, real companies, specific outcomes
Case studies Problem → Solution → Results format
Statistics and data Industry benchmarks, research findings
Logos and badges Client logos, media mentions, certifications
Generic testimonials Unnamed quotes (weakest form)

Testimonial Best Practices

Include specifics: Bad: "Great product!" Good: "Increased our conversion rate from 2.1% to 4.7% in 3 weeks"

Address objections: Choose testimonials that counter specific fears

Match the audience: B2B visitors want testimonials from similar companies/roles

Use photos: Real photos > stock photos > no photos

Calls-to-Action

CTA Copy

Benefit-oriented: Bad: "Submit" Good: "Get my free report"

Reduce perceived commitment: "Start free trial" vs. "Sign up" "See pricing" vs. "Buy now"

Match button to promise: If page promises "10 ways to improve X", CTA should be: "Show me the 10 ways" not "Learn more"

CTA Placement

Above the fold (for aware visitors)
After each major section
At moment of peak interest
Sticky/floating for long pages

CTA Testing Ideas

Benefit vs. action language
Commitment level (free vs. buy)
Urgency elements
Size and color (test AFTER copy)
Number of CTAs per page

Common Copywriting Mistakes

Features without benefits Always answer "So what?"
Vague claims "Best in class" → "Rated #1 by [source]"
Talking about yourself Reframe everything around the visitor
Burying the lead Put most important information first
Assuming knowledge Explain industry jargon
Missing objections Address hesitations head-on
Weak proof Generic testimonials, no specifics
Unclear next step Always make the action obvious

1	# Persuasive Copywriting for CRO
2
3	Evidence-based copywriting principles. Write as much as it takes to communicate your entire sales message—but not one word more.
4
5	## Headlines
6
7	The headline's job: Get visitors to read the next line.
8
9	### Headline Formulas That Work
10
11	Problem-agitate-solve:
12	"Tired of [problem]? [Solution] lets you [benefit]."
13
14	Specificity wins:
15	Bad: "Improve your conversion rate"
16	Good: "How we increased conversions by 363%"
17
18	News angle:
19	"[X] facts about [topic] you were never told"
20
21	How-to:
22	"How to [achieve result] without [common pain]"
23
24	Question:
25	"What's stopping your website from converting?"
26
27	### Headline Testing Priority
28
29	1. Value proposition clarity
30	2. Specific numbers/results
31	3. Audience targeting
32	4. Urgency/timeliness
33	5. Emotional hook
34
35	## Body Copy Principles
36
37	### Length
38	Write as much as it takes to:
39	- Communicate the complete sales message
40	- Address all major objections
41	- Provide sufficient proof
42
43	Long copy works when visitors are:
44	- Unfamiliar with product category
45	- Making a high-commitment decision
46	- Comparing alternatives
47
48	Short copy works when:
49	- Brand is well-known
50	- Product is simple/commoditized
51	- Visitors are already convinced
52
53	### Structure
54
55	Lead with benefits, not features
56	Feature: "256GB storage"
57	Benefit: "Never delete another photo"
58
59	Use specific numbers
60	Weak: "Thousands of customers"
61	Strong: "47,832 businesses trust us"
62
63	Write for scanners
64	- Subheadings that tell the story alone
65	- Bold key phrases
66	- Bullet points for multiple items
67	- Short paragraphs (2-4 sentences)
68
69	### Voice
70
71	Clarity over cleverness
72	No reader is too sophisticated for simple sentences.
73
74	Active voice
75	Bad: "Your conversion rate will be improved"
76	Good: "We'll improve your conversion rate"
77
78	"You" focus
79	Count "you" vs. "we" in your copy. Visitors care about themselves.
80
81	Circle adjectives and adverbs
82	Replace vague modifiers with specific facts:
83	Bad: "incredibly fast delivery"
84	Good: "delivery in 2 hours or less"
85
86	## Proof Elements
87
88	### Hierarchy of proof (strongest to weakest)
89
90	1. Specific results with context
91	"Increased revenue by $2.4M in 6 months"
92
93	2. Named testimonials with photos
94	Real people, real companies, specific outcomes
95
96	3. Case studies
97	Problem → Solution → Results format
98
99	4. Statistics and data
100	Industry benchmarks, research findings
101
102	5. Logos and badges
103	Client logos, media mentions, certifications
104
105	6. Generic testimonials
106	Unnamed quotes (weakest form)
107
108	### Testimonial Best Practices
109
110	Include specifics:
111	Bad: "Great product!"
112	Good: "Increased our conversion rate from 2.1% to 4.7% in 3 weeks"
113
114	Address objections:
115	Choose testimonials that counter specific fears
116
117	Match the audience:
118	B2B visitors want testimonials from similar companies/roles
119
120	Use photos:
121	Real photos > stock photos > no photos
122
123	## Calls-to-Action
124
125	### CTA Copy
126
127	Benefit-oriented:
128	Bad: "Submit"
129	Good: "Get my free report"
130
131	Reduce perceived commitment:
132	"Start free trial" vs. "Sign up"
133	"See pricing" vs. "Buy now"
134
135	Match button to promise:
136	If page promises "10 ways to improve X", CTA should be:
137	"Show me the 10 ways" not "Learn more"
138
139	### CTA Placement
140
141	- Above the fold (for aware visitors)
142	- After each major section
143	- At moment of peak interest
144	- Sticky/floating for long pages
145
146	### CTA Testing Ideas
147
148	1. Benefit vs. action language
149	2. Commitment level (free vs. buy)
150	3. Urgency elements
151	4. Size and color (test AFTER copy)
152	5. Number of CTAs per page
153
154	## Common Copywriting Mistakes
155
156	1. Features without benefits
157	Always answer "So what?"
158
159	2. Vague claims
160	"Best in class" → "Rated #1 by [source]"
161
162	3. Talking about yourself
163	Reframe everything around the visitor
164
165	4. Burying the lead
166	Put most important information first
167
168	5. Assuming knowledge
169	Explain industry jargon
170
171	6. Missing objections
172	Address hesitations head-on
173
174	7. Weak proof
175	Generic testimonials, no specifics
176
177	8. Unclear next step
178	Always make the action obvious
179