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