Lead Gen Copy Skill

Purpose

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

Core Rules

Benefits over features — What they get, not what you do
Clear CTAs — Action verbs, urgency where appropriate
Local relevance — Area references build trust
Social proof integration — Numbers, names, specifics
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