Headlines + copy
📖 3 min readUpdated 2026-04-19
Good copy on a mediocre page beats great design with mediocre copy. Headlines especially carry most of the conversion weight.
Headline principles
- State the benefit or outcome
- Specific over generic
- Under 12 words
- First-time visitor clarity test
Body copy
- Skim-able structure (headings, bullets)
- Benefits before features
- Specific proof points
- Conversational tone
Common mistakes
- Generic value props ('boost productivity')
- Feature-first pitches
- Walls of text
- Jargon without translation