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:

1. Connect your tools (takes 2 minutes)
2. Set your preferences
3. 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!"