# Copy Frameworks Reference
Headline formulas, page section types, and structural templates.

## Contents

Headline Formulas (outcome-focused, problem-focused, audience-focused, differentiation-focused, proof-focused, additional formulas)
Landing Page Section Types (core sections, supporting sections)
Page Structure Templates (feature-heavy page, varied engaging page, compact landing page, enterprise/B2B landing page, product launch page)
Section Writing Tips (problem section, benefits section, how it works section, testimonial selection)

## Headline Formulas

Outcome-Focused
{Achieve desirable outcome} without {pain point}

Understand how users are really experiencing your site without drowning in numbers

{Achieve desirable outcome} by {how product makes it possible}

## Generate more leads by seeing which companies visit your site

### Turn {input} into {outcome}

### Turn your hard-earned sales into repeat customers

[Achieve outcome] in [timeframe]

## Get your tax refund in 10 days

- Problem-Focused
- Never {unpleasant event} again

## Never miss a sales opportunity again

{Question highlighting the main pain point}

Hate returning stuff to Amazon?

Stop [pain]. Start [pleasure].

Stop chasing invoices. Start getting paid on time.

## Audience-Focused

{Key feature/product type} for {target audience}

## Advanced analytics for Shopify e-commerce

{Key feature/product type} for {target audience} to {what it's used for}

## An online whiteboard for teams to ideate and brainstorm together

### You don't have to {skills or resources} to {achieve desirable outcome}

### With Ahrefs, you don't have to be an SEO pro to rank higher and get more traffic

- Differentiation-Focused
- The {opposite of usual process} way to {achieve desirable outcome}

## The easiest way to turn your passion into income

### The [category] that [key differentiator]

### The CRM that updates itself

### Proof-Focused

[Number] [people] use [product] to [outcome]

## 50,000 marketers use Drip to send better emails

{Key benefit of your product}

## Sound clear in online meetings

### Additional Formulas

- The simple way to {outcome}

## The simple way to track your time

### Finally, {category} that {benefit}

### Finally, accounting software that doesn't suck

{Outcome} without {common pain}

## Build your website without writing code

### Get {benefit} from your {thing}

### Get more revenue from your existing traffic

{Action verb} your {thing} like {admirable example}

## Market your SaaS like a Fortune 500

What if you could {desirable outcome}?

What if you could close deals 30% faster?

## Everything you need to {outcome}

### Everything you need to launch your course

### The {adjective} {category} built for {audience}

### The lightweight CRM built for startups

### Landing Page Section Types

- Core Sections

## Hero (Above the Fold)

- Headline + subheadline

## Primary CTA

- Supporting visual (product screenshot, hero image)
- Optional: Social proof bar

## Social Proof Bar

- Customer logos (recognizable > many)
- Key metric ("10,000+ teams")
- Star rating with review count
- Short testimonial snippet

## Problem/Pain Section

- Articulate their problem better than they can
- Create recognition ("that's exactly my situation")
- Hint at cost of not solving it

## Solution/Benefits Section

- Bridge from problem to your solution
- 3-5 key benefits (not 10)
- Each: headline + explanation + proof if available

## How It Works

- 3-4 numbered steps
- Reduces perceived complexity
- Each step: action + outcome

## Final CTA Section

- Recap value proposition
- Repeat primary CTA
- Risk reversal (guarantee, free trial)

## Supporting Sections

- Testimonials

- Full quotes with names, roles, companies
- Photos when possible
- Specific results over vague praise
- Formats: quote cards, video, tweet embeds

## Case Studies

- Problem → Solution → Results
- Specific metrics and outcomes
- Customer name and context
- Can be snippets with "Read more" links

## Use Cases

- Different ways product is used
- Helps visitors self-identify

"For marketers who need X" format
Personas / "Built For" Sections

## Explicitly call out target audience

"Perfect for [role]" blocks
Addresses "Is this for me?" question
FAQ Section

- Address common objections

## Good for SEO

- Reduces support burden
- 5-10 most common questions

## Comparison Section

vs. competitors (name them or don't)
vs. status quo (spreadsheets, manual processes)
Tables or side-by-side format
Integrations / Partners

## Logos of tools you connect with

"Works with your stack" messaging
Builds credibility
Founder Story / Manifesto

- Why you built this
- What you believe
- Emotional connection
- Differentiates from faceless competitors

## Demo / Product Tour

- Interactive demos
- Video walkthroughs
- GIF previews
- Shows product in action

## Pricing Preview

- Teaser even on non-pricing pages
- Starting price or "from $X/mo"
- Moves decision-makers forward

## Guarantee / Risk Reversal

- Money-back guarantee
- Free trial terms

"Cancel anytime"
Reduces friction
Stats Section

## Key metrics that build credibility

"10,000+ customers"
"4.9/5 rating"
"$2M saved for customers"

## Page Structure Templates

### Feature-Heavy Page (Weak)

1. Hero
2. Feature 1
3. Feature 2
4. Feature 3
5. Feature 4
6. CTA
This is a list, not a persuasive narrative.

## Varied, Engaging Page (Strong)

1. Hero with clear value prop
2. Social proof bar (logos or stats)
3. Problem/pain section
4. How it works (3 steps)
5. Key benefits (2-3, not 10)
6. Testimonial
7. Use cases or personas
8. Comparison to alternatives
9. Case study snippet
10. FAQ
11. Final CTA with guarantee
This tells a story and addresses objections.

## Compact Landing Page

1. Hero (headline, subhead, CTA, image)
2. Social proof bar
3. 3 key benefits with icons
4. Testimonial
5. How it works (3 steps)
6. Final CTA with guarantee
Good for ad landing pages where brevity matters.

## Enterprise/B2B Landing Page

1. Hero (outcome-focused headline)
2. Logo bar (recognizable companies)
3. Problem section (business pain)
4. Solution overview
5. Use cases by role/department
6. Security/compliance section
7. Integration logos
8. Case study with metrics
9. ROI/value section
10. Contact/demo CTA
Addresses enterprise buyer concerns.

## Product Launch Page

1. Hero with launch announcement
2. Video demo or walkthrough
3. Feature highlights (3-5)
4. Before/after comparison
5. Early testimonials
6. Launch pricing or early access offer
7. CTA with urgency
Good for ProductHunt, launches, or announcements.

## Section Writing Tips

### Problem Section

Start with phrases like:

- "You know the feeling..."
- "If you're like most [role]..."
- "Every day, [audience] struggles with..."
- "We've all been there..."

Then describe:

- The specific frustration
- The time/money wasted
- The impact on their work/life

## Benefits Section

For each benefit, include:

- Headline: The outcome they get
- Body: How it works (1-2 sentences)
- Proof: Number, testimonial, or example (optional)

## How It Works Section

Each step should be:

- Numbered: Creates sense of progress
- Simple verb: "Connect," "Set up," "Get"
- Outcome-oriented: What they get from this step

Example:

- Connect your tools (takes 2 minutes)
- Set your preferences
- Get automated reports every Monday

## Testimonial Selection

Best testimonials include:

- Specific results ("increased conversions by 32%")
- Before/after context ("We used to spend hours...")
- Role + company for credibility
- Something quotable and specific

Avoid testimonials that just say:

- "Great product!"
- "Love it!"
- "Easy to use!"
