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lead-gen-copy

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Copywriting patterns for UK lead generation websites. Headlines, CTAs, benefit statements, objection handling. Use for all website copy.

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SKILL.md

name lead-gen-copy
description Copywriting patterns for UK lead generation websites. Headlines, CTAs, benefit statements, objection handling. Use for all website copy.

Lead Gen Copy Skill

Purpose

Provides copywriting patterns for lead generation websites. UK service business focused.

Core Rules

  1. Benefits over features — What they get, not what you do
  2. Clear CTAs — Action verbs, urgency where appropriate
  3. Local relevance — Area references build trust
  4. Social proof integration — Numbers, names, specifics
  5. Objection handling — Address concerns proactively

Headline Patterns

Hero Headlines

[Benefit] + [Location] + [Qualifier]
"Stress-Free House Removals in Bristol — Trusted by 2,000+ Families"

[Problem] → [Solution]
"Moving Home? We Handle Everything So You Don't Have To"

[Social Proof] + [Service]
"Bristol's #1 Rated Removal Company — 500+ 5-Star Reviews"

Section Headlines

Benefits: "Why Choose [Business]?"
Process: "How It Works"
Trust: "What Our Customers Say"
FAQ: "Common Questions"
CTA: "Ready to Get Started?"

CTA Patterns

Context CTA Text
Primary "Get Your Free Quote"
Secondary "Call Us Now"
Soft "Learn More"
Urgency "Book Today — Limited Slots"

Benefit Statements

Feature → Benefit
"Fully insured" → "Peace of mind — you're protected"
"20 years experience" → "Expert handling — nothing gets damaged"
"Local team" → "We know Bristol — faster, cheaper moves"

Trust Copy

  • Specific numbers: "2,347 moves completed"
  • Named reviews: "Sarah M., Clifton"
  • Credentials: "Which? Trusted Trader"
  • Guarantees: "No hidden fees — ever"

Objection Handling

Objection Response
"Too expensive" Transparent pricing, value focus
"Don't trust movers" Insurance, reviews, guarantees
"Too much hassle" Full-service option, simplicity
"Bad timing" Flexible scheduling, storage

Tone

  • Professional but friendly
  • Confident not arrogant
  • Helpful not pushy
  • Local not generic

Related Skills

  • keyword-research — Target keywords
  • heading-tree — Heading structure
  • competitor-analysis — Competitive positioning

Definition of Done

  • Headlines are benefit-focused
  • CTAs are clear and action-oriented
  • Local references included
  • Social proof integrated
  • Objections addressed
  • Tone is appropriate for audience