---
name: lead-gen-copy
description: Copywriting patterns for UK lead generation websites. Headlines, CTAs, benefit statements, objection handling. Use for all website copy.
---

# 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