COPY PLAYBOOK

Copywriting

Writes pages, ads, quotes and follow-ups that sound like your company and move a buyer to call. Use it when your copy is generic, reads like a template, or does not say why you.

CopyVersion 1.0.16 steps2 deep-dives

What it fixes

A page that says quality service and free estimates describes every competitor too. The buyer comparing three companies calls the one that speaks about their problem in their words. We write from your reviews, calls and real prices, with one action per page. Every claim sits next to its proof, or it stays out. We count the result as calls and booked estimates in your CRM, not page views.

What the research says

55.1%
Over half of heating and cooling shoppers say a contractor who explained their options thoroughly helped win the job.
Mantel, Homeowner Shopping Attitudes Report (2025)
73% vs 44%
In a healthcare B2B study, 73% of buyers would book a demo after plain copy, against 44% after jargon-heavy copy.
Aha Media Group, It's Clear: The Business Case for Plain Language in B2B Healthcare Marketing (2024)
-24.3%
Landing pages that used more difficult words converted less. This is a correlation across the pages studied, not a controlled test.
Unbounce, 2024 Conversion Benchmark Report (2024)

What's inside

01
Read your client file and voice notes first
02
Pick the one action the reader must take
03
Use the phrases customers use in your reviews
04
Write the draft with headings and the search title
05
Offer two or three headline options, each with a reason
06
Check every claim against its proof

Deep-dives inside the playbook

Copy frameworks for local service pages
Persuasion principles for local services

See it in action

You ask

Our Dallas kitchen remodel page says 'quality craftsmanship, free estimates'. Can you rewrite the top of it?

The playbook delivers

Draft H1: 'Kitchen remodeling in Dallas. One crew from demo to final walkthrough.' You also get three headline options and two button lines, each with the reason. A claims table lists the proof for each line: the review that mentions the crew, your license, and a price range you need to approve. One claim, 'done in six weeks', is flagged because no proof was supplied.

At $10M and up

How it runs in a larger operation

Copy at scale means hundreds of pages that each sound local and still sound like one company. Drafts follow one voice and a proof bank per location. A named person approves what goes live, and results are read as CRM-confirmed leads by page.

One voice, local proof on every page
Proof bank kept per location
Page results read as leads in the CRM

Talk to us about running it at scale

For executives Team Skill Upgrade

Put our playbooks inside the AI your team already uses.

Three of the playbooks we run for service businesses, written so your team can paste them into ChatGPT, Claude, Gemini or Copilot and use them the same afternoon. Free for owners and operators.

15 minSetup, inside the AI tools your team already pays for. No new software.
3Playbooks: speed to lead, landing page conversion and review generation.
1 ruleEvery result counts in your CRM, and a person approves what goes out.

Works with the AI tools your team already uses

ChatGPT
Claude
Gemini
Copilot
Perplexity
Grok
Meta AI
Le Chat

ChatGPT, Claude, Gemini, Copilot, Perplexity, Grok, Meta AI and Le Chat are trademarks of their owners. The playbooks work with them. No endorsement is implied.

Questions owners ask

Will it sound like us?

Yes. We write from your own reviews, calls and voice notes, and you approve it before anything goes live.

Do you write for search too?

Yes. The search term goes in the title and the first lines, written for a person to read.

Can you promise more calls?

No one can. We write the page, then read booked estimates against your baseline.

All playbooks