01-The Write Your Site Workbook (1)

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MAHA COPY SHOP
THE WRITE YOUR

SITE WORKBOOK
A prompt-packed, example-filled workbook
to help you write every word of your website
WEBSITE
mahacopyco.com
INSTAGRAM
@mahacopyco
ASSISTANCE
hello@mahacopy.com
THE TEAM
madison@mahacopy.com
haley@mahacopy.com
It’s time to write your freaking site.

Welcome to The Write Your Site Workbook: a prompt-packed website outline and writing guide
for service providers and website copywriters!
This workbook will give you:
1. A section-by-section breakdown of the main pages every website needs

2. Writing prompts for every section (over 300 total!)
3. HUNDREDS of examples for inspiration!
But we’re not just here to teach you how to write your website. We’re here to help you feel SUPER
confident in your website’s ability to convert. By the end of this workbook, you'll have a website
that could've been written by a professional copywriter. That means words that position you as an
authority in your niche. Words that overcome all potential objections. And words that turn first-
time readers into die-hard fans.
So what are you waiting for?! Let’s write your freaking site!
2
Hey, friend! We're Madison & Haley,

the strategic copywriters & twin
sisters behind Maha Copy Co.
People always ask us where we learned our strategy for writing website
copy. But the truth is we didn’t learn our method. We created it.
We read the classic copywriting books, took tons of copywriting courses,

researched, saw what was out there, and tested different strategies. And
after years of learning, we forged our OWN repeatable path to success.
And now, we’re sharing it with you in the easiest way possible.
Haley
Madison
TERMS & CONDITIONS
We hope this resource gives you guidance, support, and inspiration on your journey to writing
words that work for your business!
It takes time, resources, and expertise to create products that share our steps to success. We trust
that you will respect our time and effort by keeping this resource to yourself, for personal use
only.
By purchasing this workbook from The Maha Copy Shop, you alone are granted access to the
product purchased. Not your new friend Steve or your best girlfriend Jan – just you. We trust that
you understand that, if you purchase or receive a resource from us, you are not permitted to
share or distribute it.
If you would like to share these resources with the “Steves” and “Jans” in your life, there’s a better
way! Reach out to us at hello@mahacopy.com to join our affiliate program, so you can cash in on
any template your friends/colleagues buy.
Violations of these Terms of Use include, but are not limited to, distributing, posting, linking,
plagiarizing, blogging, photographing, or selling a partial or full copy of this resource. If you violate
these Terms of Use, we will permanently revoke your access to all Maha Copy Shop resources and
will invoice you for the product(s) you have gifted to others. We’ll also officially take back your
invitation to the cool kids’ table, because stealing or selling someone else’s work is, like, the least
cool thing you can do.
Thanks for reading by the rules!
Enjoy!
4
THIS WORKBOOK COMES WITH
THE STRATEGIC
WEBSITE COPY OUTLINE
A clearly outlined Google Doc of the 4 main
pages you need on your website — Home,
About, Services, and Contact. It’s perfectly
organized, lightly formatted, and editable for
easy writing. Open it now and follow along as
you read and write!
GET MY COPY
THIS WORKBOOK (ALSO!) COMES WITH
THE WEB COPY

PROMPTS DOC
There are over 300 writing prompts in this
workbook! And guess what? They've all been
added to a clearly organized Google Doc for
easy filling, copying, and pasting. I mean...
could this BE any easier?!
GET MY COPY
STOP!
BEFORE YOUR READ ANY FURTHER...
COMPLETE THE
WRITE YOUR SITE
MESSAGING GUIDE
This BONUS GUIDE is the pre-work you
need to do before you start writing. Get
clear on your audience, your offer, and your
message so when it's time to start writing,
you know what to say.
GET THE GUIDE

k and go
Clic
Table of Contents
PART 1: THE PAGE BREAKDOWN 9
PART 2: THE MENUS 11
PART 3: THE HOME PAGE 15
PART 4: THE ABOUT PAGE 40
PART 5: THE SERVICES PAGE 61
PART 6: THE CONTACT PAGE 76
PART 7: A FINAL WORD 80

PART 1
THE PAGE
BREAKDOWN
PART 1 10
THE PAGE BREAKDOWN

FIND AN EDITABLE OUTLINE OF THE FOLLOWING PAGES AND
SECTIONS IN THE STRATEGIC WEBSITE COPY OUTLINE
Home About
Hero Headline Hero Headline
The Big Problem The “Aha” Intro
Social Proof The Superpower Statement
Services Breakdown and/or
Why You The Stand-Out Values
Social Proof #2 The Story
How It Works Team Bios (Optional)
Call To Action (CTA) The Fun Stuff
Email List Sign-Up (Optional) Social Proof
Footer CTA
Services Contact
Hero Headline Hero Message
Challenge Objections or Contact Form
Expectations The Deets
The Big Promise FAQs (Optional)
Value Props (Optional) About (Optional)
The Offers
The “Step In” Invitation
How It Works
Reviews
tip!
CTA
Writer's
CLICK ON A SECTION TO
GO DIRECTLY TO THE
CORRESPONDING
PROMPTS!
PART 2
THE MENUS
The Website Menu

PURPOSE: To give your audience an easy-to-navigate experience and
clearly lay out your offer
MENU HORIZONTAL VIEW (IN THIS ORDER)
SERVICES/ ADDT'L ADDT'L

HOME ABOUT CONTACT
SHOP CTA 1 CTA 2
Your menu should include the 4 main pages every website needs — Home, About, Services (for
service-based businesses) or Shop (for product-based businesses), and Contact — and up to 2
additional pages. We don't recommend more than 6 pages, because if your menu is crowded it
looks messy and becomes overwhelming for the user. Six items or less is best for a smooth user
experience. To choose your additional CTAs for your menu, start by creating a sitemap of ALL the
pages you’ll need on your site and how you want to organize them.
Example: Home Courses

About Branding Course
Services Website Design Course
Branding [Package 1] Masterclasses
Website Design [Package 2] Contact
Portfolio Site Credits
Case Study 1 Terms & Conditions
Case Study 2
Include the main categories in your website menu, e.g. Portfolio, Courses, and Masterclasses.
Because your main menu should only have 6 pages max, you may need to do some grouping!
Example: An “Education” page could house “Courses” and “Masterclasses”
You can use dropdown menus where appropriate to list subpages.
Note: We typically recommend organizing your menu items by audience [e.g. You're a designer
offering services for photographers (Audience 1), but you also create resources for fellow
designers (Audience 2).] You can name your menu items after the audience ("For Photographers"
and "For Designers") or the offer ("Services" and "Resources"). Choose the option that provides the
most clarity and fits your business best!
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Additional names & alternate options

Choose names for each page that are clear and concise. We tend to opt for single words options,
but you can choose a multi-word option if it suits your brand voice. Prioritize names that look
clean and clear in your design. No crowded menus, please!
HOME
Alternative Option: Link a logo in your menu to your home page. We don't recommend any
alternative naming here!
ABOUT
Alternate Names: About Me, About Us, Meet The Team, Our Story
SERVICES
Alternate Names: Work With Me, Work With Us, {Name of Type of Service}
1-2 ADDITIONAL CTAS

Your additional menu items will depend on your business. Think about the most important pages
for lead conversions and sales. Maybe it’s a course or sales page for your signature offer. If you’re a
service-based business also offering products, it could be a Shop or Resources page, too.
Suggestions:
{Name of Sales Page} (Named for your signature offer, abbreviated if needed)
Courses
Resources
Portfolio
Shop (if secondary to services)
Podcast
Case Studies
Education
Blog
Press
CONTACT
Alternate Names: Inquire
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The Footer Menu

PURPOSE: To make every page on your website easily accessible and clearly
describe who you are and what you offer for SEO.
Your footer should include a list of all of the pages on your website that you want your audience
to be able to access. You aren’t limited by space, so you can list more navigation options.
We recommend every footer include:
Full Menu (list every page on your site that you want your audience to be able to access)
Business Logo
Social Icons/Links
Footer Statement
You may also choose to include:
Branding elements
Email list sign-up
Copyrights
Site Credit
Terms & Conditions
THE FOOTER STATEMENT
Your footer statement should be a clear, straightforward explanation of who you are and/or what
you offer. Be sure to include the name of your business, the primary service/product you offer,
your primary SEO keyword, and your location or target audience (if applicable to sales).
FOOTER PROMPT
[Business Name] [is/offers] [service/SEO keyword]

for [target audience] in [target location].
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PART 3
THE HOME
PAGE
Page 1: Home
PURPOSE: To direct people exactly where they need to go.
SECTION 1: HERO HEADLINE

INCLUDES: HEADLINE + SUBHEADING + CTA
Every page on your website should start with a hero headline. Your hero headline and subtitle
will be the MOST READ words on your site, so they need to be clear and grab attention to
make people stick around.
We craft headlines that grab attention by focusing on the deep benefit. The deep benefit is what
your people really want, deep down. And usually, the deep benefit is either focused on an
emotional response or a transformation. It’s not just about the way someone’s daily life is going
to change as a result of whatever you’re offering them. It’s about how their internal life will
change.
If you want to learn how to find deep benefits to craft attention-grabbing headlines, check out
The Ultimate Headline Helper. If you’re looking for a plug-and-play route, use one of the prompts
from The Ultimate Headline Helper below!
HEADLINE
HERO HEADLINE PROMPTS
01 I help (intended audience) (get this benefit) (with/by) (specific offers).

I help multi-passionate women scale to 7 figures with The 10X Mastermind.
02 It’s about time you (got this benefit) without (undesirable component).
It’s about time you sold out without selling out.
03 (Main goal) with (simple solution) (that/to/and) (benefit).

Become a premium designer with Showit and never have to code again.
04 (Get this benefit) (by taking this seemingly unrelated action).

Make more money by working in your sweatpants.
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HERO HEADLINE PROMPTS (CONT.)
05 (Get this benefit) without (this undesirable thing).

Do the important work without the busy work.
06 What if you could (get this benefit) without (this undesirable component).
What if you could travel the world without leaving your couch?
07 You don’t have to be (this kind of pro) to (get this benefit) (and maybe this benefit
too).
You don’t have to be a model to feel confident in front of the camera.
08 (Get this benefit) (in this very short amount of time).

Improve your credit score in just 7 short days.
09 Now you can (get this benefit) (without/despite) (the norm).

Now your kids can cook like chefs, without the mess.
10 Ready to (get this benefit), but (obstacle action verb) (main obstacle/objection)?
You need (this product/service).
Ready to scale your business, but unsure where to begin? You need The Business
Coaching Mastermind.
11 Your (superlative) (product or service), (benefit).

Your go-to haircare for split-proof ends.
12 The only (product/service) (that defies main objection).

The only makeup you can sleep in worry-free.
13 You deserve (this benefit) without (this consequence).

You deserve a dream vacation without the stress of planning.
14 Say goodbye to (undesirable thing said in a casual way).

Say goodbye to feeling overwhelmed by your to-do list.
15 (Product/Service) that's so (superlative) it’s (surprising superlative).

Skincare that's so natural, it's edible.
16 The (superlative) (product/service) for (intended audience).

The best product shop templates for designers and creators.
17 I help (niched audience) (achieve this result) (by/with) (feature/action).

I help yoga teachers build an audience with personalized fitness apps.
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HERO HEADLINE PROMPTS (CONT.)
18 Ready to (break down the transformation)?

Ready to blow up your email list with high-ticket leads?
19 Now you can (get this benefit) even if you (experience this undesirable
circumstance).
Now you can publish your book, even if no one but Mom wants to read it yet.
20 Most (product/service) (do this). Ours (do this better thing).

Most jeans fit your curves. Ours flaunt them.
li ck me
C
NOT SURE WHAT YOUR
DEEP BENEFITS ARE?
CHECK OUT THE ULTIMATE
HEADLINE HELPER
SUBHEADING
HERO SUBHEADING PROMPTS
State clearly what you do, who you’re for, and what the
main benefit of your product or service is.
01 This is {adjective} {service} for {niched audience} ready to {get this benefit}.
This is no-bullshit wellness coaching for single moms ready to put themselves
first.
02 {Service/Product} for {niched audience}. Because you deserve to {get this benefit}.
Vegan skincare for sensitive souls. Because you deserve to love your skin without
sacrificing theirs.
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HERO SUBHEADING PROMPTS (CONT.)
03 {Service/Product} for {niched audience} where {get this benefit}.

Fitness coaching for busy bees where 20 minutes is more than enough.
04 Welcome to the place where {niched audience} {get this benefit}.

Welcome to the place where stay-at-home moms become badass breadwinners.
05 Where {audience} meet the {service/product}.

Where art collectors meet their next favorite antique.
06 We {action verb} {niched audience} {get this benefit} {optional: with/by doing this
thing}.
We help Everest climbers get to the top with the heat-tech gear of the future.
07 Welcome to a {“better” adverb: smarter, easier, simpler} way to {verb}.

Welcome to a greener way to clean.
08 Meet a {superlative} way to {benefit}.

Meet a cooler way to stay warm.
09 The {adjective/superlative} {product/service} for the {niched audience}.

The fastest photo editing tool for professional photographers.
CTA
HERO CTA PROMPTS
For service providers: For products:
View Services Shop {Product Name} e.g. Shop

Work With Me/Us Swimwear
Explore Services Shop Now
Explore Products
View Products
Browse The Shop
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SECTION 2: THE BIG PROBLEM

INCLUDES: HEADLINE + OPTIONAL SUBHEADING + BODY COPY
You might think your audience is made up of people who have an age range, a career, or an
interest in common—but it is not. It’s made up of people who have a problem in common. The
most successful websites are the ones that break down one big problem in a super tangible way.
The more specific you can be, the more your audience can relate—so make it visceral and
detailed.
HEADLINE
THE BIG PROBLEM HEADLINE PROMPTS
01 You’re {positive description}. So why are you still (struggling with) {specific
problem they’re facing every day}?
Your Instagram account is thriving. So why are you still struggling to make
sales?
02
You’re ready {to reach this goal}. But {big question they’re struggling to answer}.
You’re ready to start hiring help. But how do you know what work to offload
first?
03 Do you ever {paint a picture of a familiar scenario} and wonder {familiar

question}?
Do you ever get to the end of a 12-hour workday and wonder, “...Did I ever reply
to that email?”
04 You know {this next goal is possible}. But right now, you’re {doing this activity}
{with these poor results}.
You know passive income is possible. But right now, you’re creating so much
content for so little reward.
05 You want to feel {positive end goal}. But right now, you’re {problem holding
them back}.
You want to feel confident in your curls. But right now, you’re stuck in frizz
maintenance.
06 No more {tangible aspect of problem}.

No more tossing and turning for hours on end.
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THE BIG PROBLEM HEADLINE PROMPTS (CONT.)
07 It’s time to stop {tangible problem}{faster than ever}.

It’s time to stop the sleep training struggle, once and for all.
You already know {specific great things about yourself/your offer}. You’re ready for
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{audience} to know it, too.
You already know composting is the way of the future. You’re ready for the whole
neighborhood to know it, too.
09 Imagine being able to {experience this benefit}.

Imagine being able to wake up in the morning allergy-free.
BODY COPY
THE BIG PROBLEM BODY COPY PROMPTS
01 You’re not about {paint the picture of the way most people do things that your
audience doesn’t do}. You’re all about {specify a value to your audience}. You {paint
how they LIVE the value}. You {paint how they LIVE the value again}. And you’d
rather {do this hard/vulnerable/uncommon thing} than {do this thing that’s
easier/less vulnerable/common} every time.
You’re not here to {basic thing most services/products in your field offer}.
You’re here to {way you’re doing it differently}.
(Optional final word).

We’re so glad you’re here. / You’re in the right place.
Example: Social Media Manager
You’re not about posting photos just for the likes. You’re all about making
social media real again. You share your scars and belly rolls. You show your
struggles as much as your successes. And you’d rather film stories in a
messy bun and sweatpants than a filter that makes you look like everyone
else.
You’re not here to gain 1 million followers.

You’re here to lead the way to a kinder world, one follower at a time.
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THE BIG PROBLEM BODY COPY PROMPTS (CONT.)
02 You’re not interested in {describe what they’re not looking for in your service}.
{This common thing} is totally not your vibe. You’ve got {reasons it’s not their
vibe}. You want {service} that {does this thing instead}.
{Show what that looks like x 3}.
Example: Interior Designer
You’re not interested in design that makes your house feel like a no-
touching zone. All-white everything is so not your vibe. You’ve got kids with
crayons, dogs with never-ending fur, and too many things on your to-do list
besides “keep everything clean.”
You want a design that looks beautiful even when your house is totally
loved and lived in.
Rugs that hide the fur.

Fabrics that are as washable as they are fancy.
And places to put your feet up when you finally get a break.
03 Your {thing they want to change} is definitely not {adjective or noun}. Most days,
you’re {paint the real picture of what it looks like}. You’re too busy {doing this
thing} to even think about {what the picture-perfect outcome would look like}.
You end every day {paint what it looks like in life for them to feel the emotion}.
You wish you {could do this thing / didn’t have to do this thing}. You want to stop
{doing this thing}, stop {doing this thing}, and {start doing this thing instead}.
You’re ready to {do this important work} so you can {let go of this negative thing /
get this benefit}.
Welcome to {Business Name}. We’re so glad you’re here.
Example: Group Running Coach
Since becoming a mom, your fitness routine is definitely not a routine.

Most days, driving to the gym feels as impossible as driving to the moon.
You’re too busy running after your kids to even think about going for a run.
You end every day straight-up exhausted.
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The truth is you wish you didn’t have to play mom 100% of the time. You
want to stop the constant noise and the never-ending mess, and find some
peace and quiet just for yourself. You’re ready to make an effort to put
yourself first, so you can start feeling like yourself again.
Welcome to Moms Who Run. We’re so glad you’re here.
04 Deep down, you know you’ve got {this amazing thing/quality x3} to {what they
really want}. But right now, the path there feels {negative emotion}.
You want {this tangible thing}. You want {this tangible thing}. You want {this
tangible thing}.
You want {what they REALLY want, boiled down}.

You’re in the right place.
Example: Publishing Consultant
Deep down, you know you’ve got the talent, the passion, and the
determination to write a bestselling novel. But right now, the path there
feels — dare we say — a little too novel.
You want to learn everything about the process of getting a book deal. You
want to know exactly how to write a successful book proposal and get an
agent. You want tips from publishers and bestselling authors that will put
you ahead of the game.
You want to be paid to write, as soon as humanly possible.

You’re in the right place.
05 You’re in search of {the basic thing you offer}. But that’s not really why you’re
here.
You’re a {describe the audience in a noun}. You {describe how the audience
lives}. Deep down, you’re looking for {this thing}.
You know a {service/product you offer} is the first step to {describe the deep
desire}.
We’re right there with you. / We’re here to {help}.
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Example: Luxury Wedding Planner
You’re in search of a wedding planner. But that’s not really why you’re here.
You’re a perfectionist. When you walk into a room, you’re the first one to
notice the intentional details — the way flower arrangements add depth to
a space, the custom hand-drawn place cards, and how crystal candlesticks
capture light and open up the view. To you, perfection is in the small details.
Deep down, you’re looking for someone who takes beauty as seriously as
you do.
You know a seasoned wedding planner is the first step towards a day that
lives up to your highest expectations. We’re here to exceed them.
06 You barely have enough {money, strength, energy, time, etc.} to {do this thing}, let
alone {do this, that, and the other thing}. You’re already {emotion} and you haven’t
even {hit this pivotal point}.
You’re tired of (feeling like)….

You’re tired of (constantly)…
And if {this additional thing happens} you might {how you’ll look going over your
breaking point}.
You don’t want {describe the pain point they’re continuously struggling with}, but
you feel {describe the emotion that’s either holding them back from change or
catapulting them into necessary change}.
That’s why I’m here.
Example: Private Chef
You barely have enough energy to host your family for Christmas, let alone
make an extravagant dinner for everyone. You’re already stressed out and
overwhelmed — and you haven’t even stepped into the kitchen.
You’re tired of planning three versions of every dish to accommodate

everyone’s needs.
You’re tired of constantly being reminded about your niece’s walnut allergy.
And if one more person tells you how they like their cranberry sauce, you
might scream.
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You don’t want to sound like a Grinch, but you’re dreading Christmas before
it’s even begun.
That’s why I’m here.
SECTION 3: SOCIAL PROOF
You’ve just outlined the problem, and now you’re going to position yourself as a vetted solution
using social proof. Social proof is pretty much anything that adds to your credibility. For this first
social proof section, we recommend you keep it pretty short and punchy. You want this section to
be super readable to keep the momentum going, rather than stopping your reader with a wall of
text.
Suggestions:
Pull quotes
Success stats
Logos of past clients
Mastheads of publications where you’ve been featured
Case study results
High-visibility endorsements
Business statistics, like the number of people served and
how many years you’ve been in business
Optional for visual artists/creatives/photographers: switch
this out for a Portfolio section!
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SECTION 4: SERVICES BREAKDOWN

INCLUDES: HEADLINE + SERVICE TITLE (IF APPLICABLE) + BODY COPY + CTA
There are 3 ways to write the breakdown of your services, depending on your business model:
1. Highlight one main offer

Choose if: you have one primary offer, like a signature course
2. Break down 2-3 services with a description of each one

Choose if: you have a tiered offer suite or serve multiple audiences
3. Feature your products (scrolling horizontally, or three bestsellers)

Choose if: you’re primarily product-based
What’s important is that you use this section to describe the main benefit of each
service/product, who it’s perfect for, and any valuable specs.
HEADLINE
SERVICES HEADLINE PROMPTS
01 If you’re introducing one main offer…
Name the offer directly in your headline.
Example: Join Website Copy Mastery
02 If you’re breaking down multiple services…
Use the headline as an invitation.
Examples:
What brings you here?
What are you {verb related to the outcome}?

What are you celebrating?
Ready to {get this benefit}?

Ready to meet your new furry friend?
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SERVICES HEADLINE PROMPTS (CONT.)
{Benefit} starts here.

Softer skin starts here.
Welcome to {tangible promise/picture perfect scenario}.

Welcome to vegan paradise.
03 If you’re a product-based business…
Position your products as valuable, new, or beloved.
Examples:
Top Sellers
Best Sellers
New In The Shop
Must-Haves
Just Arrived
Featured {Product Name/Type}
The {Name} Collection
Shop All {Niched Audience} {Product Name}
BODY COPY
SERVICES BODY COPY PROMPTS
01 Be honest: do you think {describe the misconceptions they’re coming in with}?

That’s {assure that you’re doing things differently OR challenge the
misconception}. We’ll never {describe how others are letting them down}. We’re
here to {paint a picture of what you do}. Because {state the difference}.
Example: Cat Sitting Service
Be honest: do you think all cat sitters are secretly dog lovers who feed your
cat as quickly as possible, snap a few photos, and leave? That’s totally not
how we’re doing things. We’ll never rush through a sit with your cat. We’re
here to give them a proper hangout full of toys, treats, and snuggles (if
they’re into it!). Because we’re cat lovers, through and through.
27
SERVICES BODY COPY PROMPTS (CONT.)
02 You know {describe what they need OR what it’s time for}, but you still {describe
how they’re holding themselves back}. You’re ready to (do this, that, and the other
thing}. But before you can {reach this ultimate goal}, you need {help with this
specific thing}. Let’s {give you these deliverables you need}.
Example: Online Dating Coach
You know you want to find love, but you still cringe every time you think
about meeting someone online. You’re ready to go on dozens of dates if
that’s what it takes to find your person. But before you can get to the
proposal, you need to get past the profile overwhelm. We’ll help you
navigate the online dating world, one bio at a time.
03 If you think {describe a common misconception or worry}, think again. Our

{services/products} are here to {give you these benefits/deliverables}. Ready to {get
this transformation}?
Example: Elopement Photographer
If you think your elopement has to be small and simple, think again. Our
adventure elopement packages are here to give you a once-in-a-lifetime
experience for two — with wall-worthy photos to prove it. Ready to see how
freaking FUN eloping can be?
04 Let’s be real: you don’t want {ways others fall short}. You want {describe what you
do differently}. {This service/package} {gives you the features/benefits} so you can
{reach this goal}.
Example: Brand Designer
Let’s be real: you don’t want a brand that only looks good in the hands of a
professional designer. You want design elements that look intentional, even
if you’ve got zero design skills whatsoever. My Brand in Hand package gives
you all tools and templates you need to take your new branding and run
with it.
05 You don’t {need/want/have time for} {this type of service}. But you do need {this
more appealing route} {to reach this goal}! That’s why I created {this
product/service}. It’s all the essential {elements you need}, without {the things you
don’t}.
28
Example: Social Media Resource Hub
As a new business owner, you don’t need a full-time social media manager.
But you do need the tools to show up consistently online without spending
countless hours in Canva. That’s why I created The InstaStarter Kit. It’s all the
essential editable templates you need, without the done-for-you price tag.
06 You can practically {see/feel/taste/hear} {what you want} — the {tangible

description}, the {tangible description}, and the {tangible description}. There’s no
doubt in your mind that you need {next step/help/investment}. Let’s {take this
action}{to get this benefit}.
Example: Artist / Painter
You can practically see the artwork that will pull your home together — the
warm earth tones, the delicate charcoal, and the frame in bleached pine.
There’s no doubt in your mind that you want a custom Antonello. Let’s co-
create a piece inspired by your interior design to fit right into the landscape
of your home.
07 Let us guess: you {know you need this deliverable}, but you’d rather {do it in a
more appealing way} than {in this less appealing way}. When you want {primary
benefits of the offer}, our {package/offer/service} is for you.
Example: Workflow
Let us guess: you know your business is desperately in need of some time-
saving workflows, but you’d rather learn how to set them up yourself than
pay top-dollar for done-for-you. When you want to confidently automate
the backend of your business, our Signature Workflow Course is for you.
08 {This package/offer/collection} might as well be called {name based on their deep

desire}. Because that’s exactly what we’re {action verb}. We’ll {list the features of
your offer} for a {superlative deliverable}. Can you say {their ideal finish}?
Example: Children’s Party Planner
Our Premium Package might as well be called The Best Birthday of Your
Kid’s Life. Because that’s exactly what we’re planning.
29
We’ll choose an awesome location, handle all the details, and add tons of
surprises for a full day of fun. Can you say “This is the best day EVER”? Your
kid sure can.
09 For {niched audience} {looking for/ready to} {get this big benefit/reach this goal}
{without this negative element OR with this added benefit}.
Example: Professional Organizer
For moms-to-be ready to set up a streamlined organization system before

the baby comes.
CTA
SERVICES CTA PROMPTS
For service providers For products
If one CTA for all If one CTA for all
View Services Shop {Products}

Shop All {Products}
If one CTA for each Shop Now
View All
Learn More
Tell Me More If one CTA for each
Learn More
View More
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SECTION 5: WHY YOU

INCLUDES: HEADLINE + OPTIONAL SUBHEADING + BODY COPY + CTA
Introduce yourself as the mastermind behind your amazing, value-packed services or products.
But don’t make this section a resume to “prove your worth.” Let your value-packed offers and
social proof vet you. Instead, keep talking about what’s in it for your people. Who are you here to
serve? What are you doing for them? And what are you doing differently than everyone else?
HEADLINE
WHY YOU HEADLINE PROMPTS
{Greeting}, I’m {Name}!
Choose a branded greeting:

Hi, Hey, Hey there, Hiya, Hi Friend, Ciao, Bonjour, Aloha, etc.
SUBHEADING
WHY YOU SUBHEADING PROMPTS
01 I’m here to {state your big mission}.

I’m here to change the way you think about nutrition.
02 I help {niched audience} {get this benefit}.

I help busy business owners get their weekends back.
03 To all the {name the audience}: you deserve {describe the deep benefit}.
To all my fellow mamas: we deserve some sleep.
04 Calling all {name the audience} — it’s time to…

Calling all athletes — it’s time to take recovery seriously.
05 I’m here for the {name the audience or general “people/ones”} who {do this thing
differently}.
I’m here for the fed-up activists who don’t take no for an answer.
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BODY COPY
WHY YOU BODY COPY PROMPTS
01 We know we’re not the only {noun that connects to your audience} who are
totally over {this problem / this thing that’s very common in your industry}. We
wanted {describe the difference}. We wanted {doing this thing} to finally
{describe the benefits look like in action}. So we {made one/did it}.
Example:
We know we’re not the only cat lovers who are totally over scratched-
up furniture. We wanted an affordable, chic solution that wasn’t just a P.S. IF YOU KNOW
clear, plastic sheet or stick-on scratching post. We wanted cat-ifying SOMETHING LIKE THIS
THAT ACTUALLY EXISTS,
our furniture to finally look cute. So we created Kitty Corners. PLEASE DM US AT
@MAHACOPYCO.
#MEOWINGFORHELP
02 At {business name}, our {products/services} don’t just {do what others in your
industry offer}. They {also do this}. Because where most {name your
service/products} {have these drawbacks}, we {do provide these benefits/this
added expertise}. And you can {feel/taste/see/etc.} the difference. Our {name
product}/{name services} {show the difference in statistics or stories}.
But our real intention isn’t just to {do that already better thing}. It’s to {describe
the deep benefit}.
Example:
At Silken, our handmade silk scrunchies don’t just look better than cotton.
They feel better. Because where most hair ties cause breakage, dryness,
and the dreaded bedhead, ours actively reduce friction to keep your hair
frizz-free. And it’s a difference you can see. Over 97% of women who’ve
switched to Silken reported softer, smoother hair.
But our real intention isn’t just to reduce breakage. It’s to help women
protect their natural texture and embrace their natural shine.
03 I believe every {name the audience} deserves to {general benefit of your

product/service}. So if the thought of {describe the way LIFE looks with the
benefit in action} makes you {describe happiness, in a way related to your brand
voice, etc. make you dance around your kitchen, makes you want to jump up
and down around the locker room, makes you want to kiss your laptop screen…},
I’m so glad you’re here.
Because (at {Business},) I’m not treating this like {what it is usually}. I’m treating
this like {what it would be at its best, connected to the deep benefit}. No
{undesirable component}. No {undesirable component}.
{Let’s/It’s time to} and {do this great thing}.
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WHY YOU BODY COPY PROMPTS (CONT.)
Example:
We believe every plus-size woman deserves to see themselves when
shopping online. So if the thought of seeing clothes on models who look like
you makes you want to stand up and say “It’s about damn time!” we’re right
there with you.
Because at See The Fit, we don’t treat online shopping like a buy it, try it,
and return it experience. We treat online shopping like what it should be: a
way to see clothes on your body type before you buy them. No guesswork.
No endless returns.
Let’s revolutionize the way real women shop and see the fit on real women,
from size 00 to size 40 and beyond.
04 After {statistic invoking trust, e.g. X years as a {job title} / helping X clients {get this
benefit} / X services delivered (e.g. After shooting 200 weddings)}, I know
{something most people don’t know or get wrong / why this undesirable thing
happens}. That’s why I’m {describe the way you’re doing things differently}.
Because I want you to {get this deep benefit}.
Expect me to {do this desirable thing}, {give you this tangible benefit}, and {make
you feel this transformation}.
It’s about time you {got this desirable outcome}. Let me {lead the way/show you
how/etc.}!
Example: Professional Hairstylist
After 15 years as a hairstylist, I know even the perfect cut can fall flat if you
don’t know how to style it. That’s why I don’t just cut your hair, I show you
step-by-step how to style it, too. Because I want you to feel totally in love
with your hair on haircut day and every day after.
Expect me to recommend products for your specific hair, teach you how to
properly use whatever tools you have (from your hairdryer to your fingers!),
and leave you feeling more confident in your hair care than ever before.
It’s about time you had the power to turn every bad hair day into a good
hair day. Let me show you how.
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CTA
WHY YOU CTA PROMPTS
Get To Know Me/Us

Meet {Name}
Meet The Team
In this social proof section, go a little more in-depth. Display longer reviews where people give
more details about their experience. If you have a case study, a portfolio, or a gallery that you
want to showcase, you can also put that here. People have met you at this point so they’re ready
for a little more detail.
FOR TIPS ON HOW TO

GET 5-STAR REVIEWS
THAT CONVERT, CHECK
OUT THE RAVE REVIEW
GUIDE!
lick me
C
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SECTION 7: HOW IT WORKS

INCLUDES: HEADLINE + TITLES + DESCRIPTIONS
We like capping it at 3-4 steps because the purpose here should be to make the process seem
simple. The main idea here is to give insight into what it looks like to say yes, what those steps are,
and how easy it will be. The prompts below may not work perfectly for your process, and that’s
okay! Note: You can also use this to describe the process of how to use a product.
HEADLINE
HOW IT WORKS HEADLINE PROMPTS
The Process
Get to know the process
How it works
So how does this work?
Where should we begin?
Ready to get started?
SUBHEADING
HOW IT WORKS STEP TITLE PROMPTS
STEP 1 Make step one the non-committal, easy breezy first step.
Reach Out To Me
Inquire With Me
Book a Discovery Call
Submit An Application
STEP 2 Make step two the commitment.
Save Your Spot/Date

Book Your Spot/Session
Choose Your Date
STEP 3 Make step three the result.
Let’s {do the damn thing (name it!): Let’s design, shoot, etc.}
{The Outcome, e.g. Launch Your Website}
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DESCRIPTION
HOW IT WORKS STEP DESCRIPTION PROMPTS
STEP 1 {Take this step} and I’ll {way you respond} so you/we can {talk about X/see if we’ll
be a good fit}. I’ll ask you {conversation topic/pre-qualification}, and you can ask
me {common question(s) potential clients have}. It’ll be {describe the vibe/what
to expect}.
Example: Makeup artist
Send me a message, and I’ll get back to you so we can chat all about the
look. I’ll ask you to share inspo photos, and you can ask me any
questions about my process. It'll feel as smooth as Boissance moisturizer
(IYKYK).
STEP 2 (Optional: After {Step 1/pre-qualification}, I’ll {describe any ways you follow
up}.) If {you’re in / we sound like a good match}, you’ll {do this thing} to
{describe the commitment, e.g. book your spot, join the course, get on my
calendar}! Then, {describe the next steps in the process before the service start
date}.
If we seem like a perfect fit, pay a $50 deposit to save your spot on my
calendar! Then, we’ll set up your complimentary pre-shoot sesh. You’ll
come to my studio or I’ll come to you, and we’ll play until we find the
look.
STEP 3 {At this pivotal moment}, I’ll {do this thing}, {do this thing}, and {do this thing}. All
you have to do is {simple contribution, e.g. show up and smile!}. {By the time we’re
done/By {this day}/You’ll leave with/you’ll feel} {describe the final deliverable/big
benefit}.
On the big day, I’ll bring the makeup and the good vibes — you just bring a
clean face! By the time we’re done, you’ll feel ready to rock the runway, the
cameras, or the aisle with your best face forward.
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SECTION 8: CALL TO ACTION

INCLUDES: HEADLINE + BODY COPY + CTA
Invite your audience to take action! Focus on THE BIG ACTION you most want them to take, so
instead of inviting them to browse your services here, invite them to schedule a discovery call,
sign up for a session, or visit your shop. If they’ve made it to the end of the page, they’re ready to
PRESS THAT BUTTON. So keep your CTA clear, keep it actionable, and keep it short. We suggest
referring back to the deep benefit in your headline, just to nail it in. It’s one last reminder of why
they should say yes.
HEADLINE
CTA HEADLINE PROMPTS
01 It’s time to {stop doing this undesirable thing}.

It’s time to stop the mindless scrolling, once and for all.
02 {Stop doing this}. {Stop doing this}. It’s time to {start doing this}.
Throw out your tanning oil and SPF 10. It’s time to safeguard your skin.
03 Let’s {action} your {deliverable} {exciting promise}.

Let’s make your brows your favorite feature.
04 Let’s {action} that makes you feel {this way}.

Let’s build a wardrobe capsule that makes you feel excited to get dressed every
day.
05 Ready to finally {get this benefit}? {Take this action}.

Ready to finally stop bloating in its tracks? Let’s find your triggers.
06 Get ready to {describe the transformation}.

Get ready to turn some heads.
07 Say goodbye to {the big problem}.

Say goodbye to the dreaded waist gap.
08 Let’s talk {main deliverable/goal}.

Let’s talk boundaries.
37
CTA
CTA BUTTON PROMPTS
Book A Call Join The Waitlist

Book a Session Inquire
Sign Up Now Contact Me
Shop Now
SECTION 9: EMAIL LIST SIGN UP (OPTIONAL)

INCLUDES: HEADLINE + DESCRIPTION + INPUT FORM + CTA
If you have an email list, include a section on your homepage after your CTA where you invite your
audience to join the list. You may also choose to incorporate this section on your Footer if it’s a
key part of your business and you’d like it shown on every page.
HEADLINE
EMAIL LIST SIGN-UP HEADLINE PROMPTS
Get On The List.

Get {Product/service-related noun} in your inbox.
Get {Business Name} in your inbox.
Sign up for the newsletter.
Wanna Be Pen Pals?
Want all the {deliverable} tips?
You’ve got {business name} mail.
Meet me in your inbox.
Your official inbox invite.
BODY COPY
EMAIL LIST SIGN-UP BODY COPY PROMPTS
01 Want {to learn more about these topics}? I know just the place. Sign up to get all
the {latest/funniest/coolest, etc.} {noun related to what you offer, e.g.
news/lessons/ramblings/insights/tips/etc.} in your inbox, from {specify the sender,
optional}.
38
EMAIL LIST SIGN-UP BODY COPY PROMPTS (CONT.)
Example: DIY Designer

Want interior design inspo and a behind-the-scenes look at my DIY projects
in progress? I know just the place. Sign up to get all the latest home
improvement insights in your inbox, from a fellow mom doing it with you.
Sign up for {my/our/the} {optional: adjective} {weekly/biweekly/monthly} newsletter

02 to be the first to hear about {thing one}, {thing two}, and {thing three}. See you in
your inbox!
Example: Professional Artist

Sign up for my monthly newsletter to be the first to hear about upcoming
art exhibitions, new collections, and surprise sales on prints. See you in your
inbox!
We’ve got {thing 1}. We’ve got {thing 2}. We’ve got {thing 3}. And we’re sending it all
03 right to your inbox {if applicable: every (Mon)day morning}. Sign up to our email list
{to get the goods/join the community/Business Name crew}.
Example: Instagram Coach

We’ve got free caption templates, lead generation tips, and success stories
up the wazoo. And we’re sending it all to your inbox every Monday morning.
Sign up for our email list and join the InstaConfident squad.
SECTION 10: ADDITIONAL LINKS (OPTIONAL)
Your homepage should be the directory for your entire site, so if there’s anywhere else you
want readers to go, give them directions here! Maybe it’s a Blog Page, a Case Studies page, or
a shortcut to your secondary courses and offers. It’s totally up to you and your business goals.
You can also use this section for any lead magnet, like a quiz, a free resource, or a
downloadable guide.
P.S. The placement of this section is also flexible! You can include it after your Services
Breakdown, before the How It Works section, or after your final CTA — it really depends on
what you’re offering. We recommend keeping additional pages (e.g. Blog) before the final CTA,
lead magnets after the final CTA (e.g. in place of/before the Email List Sign-up section), and
additional offers after your Services Breakdown or Why You section. There isn’t one right
answer — do whatever fits your business best!
39
PART 4
THE ABOUT
PAGE
Page 2: About
PURPOSE: To get people to root for you, even before you’ve met. (We’ll do it
by keeping your people at the center of your story!)

INCLUDES: HEADLINE + SUBHEADING (OPTIONAL)
Just like your homepage headline, you can use your deep benefits to create your About page
headline, as described in The Ultimate Headline Helper. But this shouldn’t just be a redo of your
homepage headline. Where your homepage headline should answer the question: What’s in it for
your people?, your about page headline should answer the question: What belief or
transformation are you helping them step into?
HEADLINE
ABOUT PAGE HERO HEADLINE PROMPTS
01 [I help] [niched audience] [improve their lives by doing this thing].

I help couples with growing families parent in peace.
02 I’m not here to {take this basic action}. I’m here to {do this figurative/better thing}.
I’m not here to plan your wedding. I’m here to plan moments of pure magic.
03 We help {niched audience} {do this thing} without {negative component}.

We help busy business owners scale up without sacrifice.
04 I don’t just {take this basic action}. I {do this way better thing}.
I don’t just organize your home. I streamline your life.
05 I’m a {job title} for {niched audience} on a mission to {the way you’re doing things
differently}.
I’m a tattoo artist for breast cancer survivors on a mission to help you reclaim
your body.
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ABOUT PAGE HERO HEADLINE PROMPTS (CONT.)
06 This is the place for {niched audience} who {describe what they’re looking
for/what they stand for/what they’re done with/how they’re different}.
This is the place for progressive moms who are done carrying the mental load
alone.
07 We don’t {do this undesirable thing}, we don’t {do this undesirable thing}, and
we’re not {making this mistake}. (Optional: And that makes all the difference.).
We don’t follow trends, we don’t copy content, and we don’t believe in one
strategy for all. And that makes all the difference.
SECTION 2: AHA INTRO

INCLUDES: HEADLINE + SUBHEADING (OPTIONAL) + BODY COPY
The goal of this section is to help your people understand a big BECAUSE. As in: they need you
over anyone else because…or I do things this way, because. We call it the “Aha” intro because you
want your people to have a moment of realization when they read your REASON for doing things
the way you do them. And pretty much every time, that realization will be some variation of
there’s a better way, and I’ve found it.
There are three different ways you can give your audience that AHA moment. And you can
choose whichever one works best for you.
The first way is to ILLUSTRATE & AFFIRM.
In the illustrate and affirm option, you’ll further illustrate the problem, and then affirm that you’re
here to solve EXACTLY that. The AHA you’re going for here is simple: you really see them. You
really get it. The “better way” is to have your help.
The second way is to CHALLENGE A FALSE BELIEF.
Talk about a false belief they have, and basically explain why it’s wrong. In this option, you’re
outright offering them the realization of the “AHA” by saying what you’ve been led to believe isn’t
true; here’s what IS true.
The third way is to SHOW THE DIFFERENCE.
This option only works if you know SUPER CLEARLY why you do things the way you do them and
if it goes against the status quo. You want to explain why your unique way of doing things is the
best way — in other words, show the difference.
42
HEADLINE ILL
U
AHA INTRO HEADLINE PROMPTS & A STRA
FF TE
IR
M
01 You want {big goal in a nutshell}. But that’s not really why you’re here.
You want to build a thriving business. But that’s not really why you’re here.
02 You’re not just looking for {job title}. You’re looking for {what they want out of the
experience}.
You’re not just looking for a dog sitter. You’re looking for a fellow dog mom who
will love your fur baby as much as you do.
03 I’m not just here to {complete this task}. I’m here to {deliver deep benefit}.
I’m not just here to automate your onboarding. I’m here to give you back your
life.
04 As a {personal trait/identity}, I know {describe a potential solution to the problem

that doesn’t really work}.
As a working-from-home mom, I know closing the door to your “home office”
doesn’t make it distraction-free.
CH
AL
A LE
FA NG
BE LSE E
05 Here’s the truth: You don’t need {what they think they need}. LIE
You need a {job title} who can {deliver these results}. F
Here’s the truth: you don’t need 5 more hours in the day. You need a virtual
assistant who can take the time-sucking admin work totally off your hands.
06 If you think {common negative false belief}, (think again / I can’t wait to {change
your mind}).
If you think homeschooling means you have to be a teacher, think again.
07 I’m not {challenge a false belief about what someone with your profession is like}.
I’m not the kind of executive assistant who waits to be told what to do.
08 Before I {describe the service}, I already know {the positive outcomes}.

Before I plant a single seed in your garden, I already know how it will look in bloom.
09 {Business/Service/Product} isn’t {basic element of product/job}. It’s {deeper benefit}.

Planning a menu isn’t a science. It’s an art.
10 At {business name}, we’re not {fulfilling this basic need}. We’re {way you go above
and beyond}.
At Badass Bakes, we’re not in the catering business. We’re in the business of
blowing your mind.
43
SH
DI OW
FF
AHA INTRO HEADLINE PROMPTS (CONT.) ER THE
EN
CE
11 I’m going to let you in on a secret: {I’ve never… / I’m not…}

I’m going to let you in on a secret: I never wanted to have kids.
12 It all started when I realized…

It all started when I realized the problem wasn’t my body, it was my mind.
13 Everything changed when…

Everything changed when I stopped asking brides, “What flowers do you like?”
14 Here’s what makes me different from every other {job title} out there…
Here’s what makes me different from every other recruiter out there: I don’t give
two shits about how many years of experience you have.
15 I never saw myself as…until…

I never saw myself as an animal person until I met Sasquatch: the 30-pound
overweight corgi my neighbor left behind.
BODY COPY
AHA INTRO BODY COPY PROMPTS
01 I’m the kind of {job title/person} who’d rather {do this undesirable task} than
{miss out on this good thing}. So when {this problem-magnifying event
happened}, I {what you tried that didn’t work}.
At first, I {misconception you had about problem} but as time went on, I {clarity you
gained about what was really going on}. I couldn’t help thinking, {question about
what’s possible / wishful thought / lightbulb moment}?
So I {took this initial first step}.
And {Business name/ product name} was born.
44
AHA INTRO BODY COPY PROMPTS (CONT.)
Example:
I’m the kind of person who’d rather sleep on a wooden plank than go a day
without kombucha. So when I moved to Springfield, my first stop was a local
health food store.
At first, I thought the lack of kombucha was just bad luck, but when I went
into shop after shop and still couldn’t find any of that glorious ‘buch, I knew
something had to change. I couldn’t help thinking, if only I could make
kombucha myself.
So I began the (kind of gross) task of finding myself some SCOBY.
And that’s how Marty’s Cold Hard ‘Buch was born.
02 To be honest, {reveal how you act differently than someone with your job title is
expected to act}. {Option to expand: paint a vivid picture of what that looks like in
action}.
The truth is {reveal an unexpected truth}. (Option to expand: Most days, I’m… I’d
rather… And I’m never going to…)
That’s why (as a {job title}/when I do this job}, I’m all about {improving your
experience} {by taking these actions}. Because I don’t want you to {experience this
specific fear/pain point}. I want you to feel like {paint a picture of their ideal
outcome}, and {remind them why they can trust you}.
Example:
To be honest, I can’t stand being in front of the camera. When there’s a lens
on me, I shrink away. It took me 3 years to get headshots taken for my
photography business because I just couldn’t stand the thought of me…and
a camera…alone. How’s that for irony?
The truth is I’m a photographer who has always felt ~awko taco~ about
having my photo taken.
That’s why when I come to a shoot, I’m all about replacing the “IDK what to
do!” energy with badass confidence — I’ll give directions, pose you, and tell
you exactly what to do with your hands. Because I don’t want you to feel like
you’re alone with the camera. I want you to feel like I’m the creative director
of Vogue, and my whole job is to make you look good.
45
03 Before I was a {job title}, I was/I thought {paint a clear picture of your “before”}.
{Expand with details that agitate the problem}.
It wasn’t until {I took this positive step} that I realized {lightbulb realization that
changed your thoughts or actions}.
Now, I’m here to {do this specific work} {with this big purpose}. Because {remind
them of the positive outcome they can’t yet see for themselves}.
Example: Professional Organizer

Before I was a professional organizer, I was a stressed-out mom of 3
completely exhausted from trying to keep up. And TBH, I thought the
disorganized mess of my house was my fault.
It wasn’t until I hired my own professional organizer that I realized the

problem wasn’t my lack of organizational skills; it was my lack of systems.
Now, I’m here to help fellow moms put the systems in place to spend less time
cleaning and more time enjoying life. Because let me tell you, life without
constant mess will rock your socks off.
04 I’m not your typical {job title}. I am {alt. job title}/I believe {reveal a unique or
differentiating belief}. Because I know {paint a picture of what they deeply want /
why it matters to them}.
That’s why {when I’m doing/done with my job}{paint a picture of the best part or
final outcome}. {Expand on why your way of doing things makes that difference
possible}.
Basically? I’ll {do this work} so {tangible result/results can occur}. {Optional: Paint a
picture of how they’ll feel about you in the future}.
Example: Adventure Dog Walker

I’m not your typical dog walker. I’m more like a dog adventure planner.
Because I know you want your best friend to have the best life ever…and get
their energy out somewhere other than your living room.
That’s why when I drop your doggo back home, they’ll have the sleepy-faced
grin of a kid who just spent hours on the playground. Except our playground
isn’t a yard or a sidewalk; it’s the whole Colorado wilderness.
46
In a nutshell? I’ll take your pup to my favorite neighborhood trails, streams,

and pastures so they can play their little heart out. And then I’ll drop them
home, ready to relax for the rest of the night. And that’s when I officially
become dog and man’s best friend.
05 Let’s get one thing straight: I’m not here to {misconception people have about the
work/the experience you offer}. {I’ll never pretend/you don’t have to believe} {this
undesirable thing is necessary to find success}. And I promise you, {specific self-
doubt or worry is wrong}.
Because when I {do this work}, I know {something not everyone knows that
highlights what others get wrong}.
Example: SAT Tutor

Let’s get one thing straight: I’m not here to help you get every answer right on
the SATs. You don’t have to study for hours a day or relearn 11 years of
schooling. And I promise you, you don’t have to be a math whiz to get a good
score. Because when I sit across the table from you, I know the best way to ace
the SATs isn’t to study information. It’s to study the test.
You couldn’t care less about {basic want}. But what you do care about? {Value one.}
06
{Value two.} And {Value three}.
That’s why you don’t want {common objection about this work}. You want {deep
benefit}.
So if you’re looking for a {job title} who {does this thing, this thing, and this thing}?
Welcome. Let’s {describe what you’re really here to do}.
Example: Art Teacher

You couldn’t care less about learning how to paint between the lines. But
what you do care about? Expressing your creativity. Being a forever learner.
And trying new things, just because they’re fun.
That’s why you don’t want to take an art class where you follow instructions.
You want a free space to explore the artist within you.
So if you’re looking for an art teacher who will lay out all the supplies you need
and say “What do you want to create?” Welcome to my studio. Let’s throw out
expectations and let imagination lead the way.
47
SECTION 3: SUPERPOWER STATEMENT

We call this the superpower statement instead of a mission statement because it’s not
necessarily about your purpose or what value you want to bring to your people. It’s about what
you bring to the job, just by being yourself. It’s not aspirational. It’s the feedback you’re hearing
again and again about what you do best.
HEADLINE
SUPERPOWER HERO HEADLINE PROMPTS
01 I don’t just (the basic benefit you offer). I (way you go above / way your expertise
shows itself / way you’re more valuable).
I don’t just give you the perfect curly cut. I teach you how to care for (and style!)
your hair for the ultimate curl confidence.
02 I help (you / name the audience} {do this bold/important thing}.

I help couples in crisis cohabitate in peace.
03 I’m not here to {do the job}. I’m here to {ways you go above and beyond /
additional emotional support you offer or responsibilities you take on}.
I’m not here to walk your dog. I’m here to enrich their life.
04 We’re here to {describe the deliverable} so you can {get this benefit}.
We’re here to keyword-ify your content so you can grow with SEO.
05 {Products/services} are {2-3 adjectives}, and {way that makes them different}.
Our Canva Templates are modern, sophisticated, chic, and made specifically for
photographers.
06 Our superpower is taking {describe the problem or struggle} and turning it into
{describe the positive outcome}.
Our superpower is taking an overused message and turning it into the thing that
makes you stand out.
48
SECTION 4: STAND-OUT VALUES

INCLUDES: HEADLINE (OPTIONAL) + VALUE TITLES + DESCRIPTIONS
For your stand-out values, we recommend going beyond single words like empathy, compassion,
and sustainability. Instead, paint a picture of what those values look like in practice. You want
your values to be about things you believe in deeply that your people would give a wholehearted
yes to. Don’t be afraid to be specific; It’ll help you find your people.
LIST OF VALUES FOR INSPIRATION
Acceptance Courage Fun Logic

Accountability Creation Generosity Love
Accuracy Creativity Grace Loyalty
Achievement Credibility Gratitude Mastery
Adaptability Decisiveness Greatness Moderation
Altruism Dedication Growth Motivation
Ambition Dependability Happiness Openness
Amusement Determination Hard work Optimism
Attentiveness Development Harmony Order
Awareness Devotion Health Organization
Balance Dignity Honesty Originality
Beauty Discipline Honor Passion
Boldness Discovery Hope Patience
Bravery Drive Humility Peace
Calm Effectiveness Imagination Performance
Candor Efficiency Independence Persistence
Capable Empathy Individuality Playfulness
Care Empowerment Innovation Poise
Challenge Endurance Inquisitiveness Potential
Clarity Energy Insight Power
Clever Enjoyment Inspiration Presence
Comfort Enthusiasm Integrity Productivity
Commitment Equality Intelligence Professionalism
Communication Ethics Intensity Purpose
Community Excellence Intuition Quality
Compassion Experience Irreverence Reason
Competence Exploration Joy Reflection
Connection Expression Justice Respect
Consciousness Fairness Kindness Responsibility
Contentment Family Knowledge Results
Contribution Focus Law Reverence
Control Fortitude Leadership Rigor
Conviction Freedom Learning Risk
Cooperation Friendship Liberty Satisfaction
49
LIST OF VALUES FOR INSPIRATION (CONT.)
Security Spirit Teamwork Unity

Self-reliance Spirituality Thoughtfulness Valor
Sensitivity Spontaneity Timeliness Victory
Serenity Stability Tolerance Vigor
Service Status Toughness Vision
Sharing Stewardship Tradition Vitality
Significance Strength Tranquility Wealth
Silence Structure Transparency Welcoming
Simplicity Success Trust Wellness
Sincerity Support Trustworthiness Wholeness
Skill Surprise Truth Winning
Smarts Sustainability Understanding Wisdom
Solitude Talent Uniqueness Wonder
HEADLINE
STAND-OUT VALUES HERO HEADLINE PROMPTS
I’m all about:

Around here, we believe:
Our core values?
This is (the place) where:
Stick around if you also believe:
Let’s agree on a few things:
The beliefs that guide us?
You’ll probably hear us say:
TITLES
STAND-OUT VALUES TITLE EXAMPLES
Inclusivity Example: Health is not a pant size
Empowerment Example: You already have the answers
Honesty Example: I tell the truth, even when it’s hard
Simplicity Example: Less is always more
50
SECTION 5: STORY PROMPTS

INCLUDES: LEAD-IN (OPTIONAL) + HEADLINE + BODY COPY
Don’t make this a resume of all the great things you’ve done and your best accomplishments —
even if you’re objectively the best in your field! Your story section is all about showing your
transformation. You want to give an authentic reflection on what it took you to get to the place
where you are. If you can present yourself as someone who has earned their stripes, you’ll help
your readers root for you.
LEAD-IN
STORY LEAD-IN PROMPTS (OPTIONAL)
Want the real story?

How’d we get here, you ask?
Let’s start at the very beginning.
It started with a {surprising or simple thing}.
This might surprise you…
HEADLINE
STORY HERO HEADLINE PROMPTS
01 Before I was a {job title}, I was a…who was…
02 Before founding {business}, I…
03 It all started with…
04 Confession time: I…
05 Here’s the full story: I found {job} when I was {show the struggle}.
06 {At this time / years ago}, I was… and I was struggling.
07 How’d I get here, you ask? Long story short, {I did this}.
08 My life {X} years ago looks completely different than my life today.
09 It all started with one small change. I {took this action/did this thing}.
51
STORY HERO HEADLINE PROMPTS (CONT.)
10 Everything changed when…
11 One night/day/morning, I was…and {this aha moment happened}.
12 The day I…everything changed.
13 You could say my life has always been…
14 I didn’t set out to… but...
BODY COPY
STORY BODY COPY PROMPTS
01 I was {describe the moment you hit rock bottom}. I'd been {describe what
happened leading up to that moment}. I was {describe your emotional state}.
I knew something had to change.
So I {describe the lead up to the turning point}. And even though {describe the
hesitation or setback}, I {describe the turning point}. And that {changed
everything/was the start of…}.
I finally {describe the transformation}. Now {describe how that informs what you do
today or led to your work today}.
Example:
I was sitting in my office after working for 18 hours straight, hysterically sobbing.
I’d been working nonstop for 9 months, running my business on my own and
juggling everything. I was beyond burnout. I was physically and mentally done.
I’d grown to hate my business, and I couldn’t see a way out.
I knew something had to change.
So I took a look at my business and figured out what I absolutely had to do

myself, and what I could hand over to someone else. And then, even though I
was scared I didn’t have the funds, I made my first hire. And that one hire
changed everything.
52
STORY BODY COPY PROMPTS (CONT.)
I started quitting work at 6PM every day. I stopped feeling stressed looking at
my inbox. And within 6 months, I’d doubled my income. Now, as a hiring
consultant, I help new business owners choose the most valuable first hire for
their business.
02 After {milestone}, I started {describe path you were pursuing}. Soon enough, I’d
{describe an outwardly positive outcome}. But in the back of my mind, I knew
{describe what was missing}.
So when {paint a picture of the event or realization that changed your path}, I
{describe big change you made}. Finally, I could {describe getting what you wanted}
and I felt {positive thought or feeling}.
Now, I get to {describe the work you enjoy doing} and it {describe the way it fulfills
you}.
03 The day I {name a leap you took} I felt {describe a false belief}. But the next thing I
knew, I was {facing this unexpected struggle or consequence}. I daydreamed
about {making change / reaching milestone} but I was too {describe the way you
were stuck in the weeds} to {experience this positive step forward}.
One day, I {describe what you started doing differently} and that’s when I realized
{lightbulb moment}. And it changed everything.
I started {taking new action}. I went from {“before” state} to {“after” transformation}.
And in the process, {describe the unexpected happy ending}.
04 I was {describe your successes} on the outside, but on the inside, I was {describe
how you were struggling}.
I felt like {paint a vivid picture of negative emotions or thought patterns}. I was
struggling with {these things} and I kept thinking to myself, {wishful thought or
familiar question}.
I realized I needed {to make specific changes}.
So I {took this step}.
Now, as a {job title}, I help {audience} {do this thing} because {describe why it
matters}.
53
STORY BODY COPY PROMPTS (CONT.)
05 Everything was going wrong. I was in the {midst of} {describe the
problems/struggles} and I felt like {describe a familiar negative thought pattern}.
I started {describe the change} because {simple reason}. But it became so much
more than that.
I realized {new insight}. I saw firsthand {the impacts of the change}. And it changed
the way I {thought / interacted with yourself or the world}.
Now, as a {job title}, I {help this audience} {do this thing}. And/Because {describe
what it means to you}.
Example:
Everything was going wrong. I was in the first year of starting my business,
working 70 hours a week, and I was barely making enough to get by. I felt like
maybe I just wasn’t cut out to be an entrepreneur.
I started working with a financial business coach because I wanted someone to

tell me how to make my business profitable. But it became so much more than
that.
I realized I was living with a scarcity mindset around money. I saw firsthand
how my mindset was holding me back from financial growth. And it changed
the way I ran my business entirely.
Now, as a 7-figure entrepreneur, I teach new business owners how to cultivate a

limitless mindset around money. And the best part isn’t seeing how it changes
your business — it’s seeing how it changes your life.
SECTION 6: TEAM BIOS (OPTIONAL)

INCLUDES: HEADLINE (OPTIONAL) + TEAM NAMES + DESCRIPTIONS
No matter what your brand voice is, keep bios on the conversational side. This is not a resume.
This is about humanizing your team. Team bios should give insight into each member’s roles and
specialties, but they should also be personal and memorable. Provide insight into the team
dynamics and put the collective vibe on display!
54
SECTION 7: THE FUN STUFF

INCLUDES: HEADLINE + BODY COPY (IF APPLICABLE)
The purpose of the fun stuff is simply to connect. We like to say this section can be "fun" like a
company picnic, or it can be "fun" like drinks with your girlfriends. You get to decide how personal
you go. Our favorite fun stuff sections are creative and also relate back to the business to make
the whole message flow together and feel original, intentional, and special.
HEADLINE
FUN STUFF HEADLINE PROMPTS
The Quiz My Daily Routine

My Favorite Things Current Obsessions
Confession Time Photo Album
This or That Meet The Fam
Ask Me Anything My Vibe Is
Books on My Bookshelf Day in the Life Vlog
My Go-To Playlist On My Mood Board
101 Fun Stuff Question Prompts

THE PERSONALITY PROFILE
01 Your enneagram
02 Your Myers-Briggs personality type
03 Your StrengthsFinder profile
04 Your astrological sign
05 Your birthday
HISTORY CLASS
06 As a kid, you were...

07 Your childhood nicknames
08 Your first job was...
09 You grew up in (place)
55
YOUR PEOPLE
10 Your best friends would describe you as

11 In your friends' group, you’re the one who’s always
12 Your partner’s nickname for you
13 Your favorite thing about your partner
14 Your partner’s favorite thing about you
15 Your family members' names (furry friends included)
16 Your love story in 1 sentence
17 Three adjectives that describe you are
18 You’re a ______ person (dog, cat, lizard – you do you)
19 The most important person in your life is
YOUR OBSESSIONS
20 Things you can’t live without

21 The most-used app on your phone
22 A song you listen to on repeat
23 Your most recent Netflix binge
24 Your shameless celebrity crush
25 Something you do every day
YOUR HABITS
26 The items on your nightstand

27 The items in your purse
28 You never leave home without...
29 You never go to sleep without...
30 The food you could eat every day
31 If you could wear one outfit for the rest of your life it would be...
32 The first thing you do in the morning is...
33 Your good luck charm
34 Your go-to accessory
35 Your go-to fun fact
36 If you’re playing DJ, you’re playing...
37 If you’re planning a night in, you’re...
38 You’re surprisingly good at...
56
YOUR FAVORITES
39 Your favorite drink/cocktail

40 Your favorite holiday tradition
41 Your favorite day of the week
42 Your favorite quality in a person
43 Your greatest inspirations
44 Your favorite books/magazines/podcasts/TV shows
45 Your favorite foods
46 Your favorite type of cuisine
47 An album you listen to from beginning to end
48 Your favorite way to spend a Saturday
49 Your perfect day looks like...
50 Your perfect day would start with...
51 A day you'll always remember is...
THIS OR THAT QUESTIONS
52 Early bird or night owl?

53 Fiction or nonfiction?
54 Dressing up or dressing down?
55 The beach or the mountains?
56 Extrovert or introvert?
57 A night in or a night out?
58 Shoes or bare feet?
59 The city of the country?
60 Inside or outside?
61 A free house, or a free trip around the world?
62 Homebody or busybody?
63 Sunrise or sunset?
64 Hair done or messy bun?
65 A big circle of friends or a few close friends?
66 An organized kitchen or an organized planner?
THE REFLECTIONS
67 Something you’re proud of is...
68 Something people often get wrong about you...
57
69 The biggest difference between you online and you in real life is...
70 Something that surprises people about you...
71 A question you think about often is...
72 Your earliest memory is...
73 A memory you’ll treasure forever is...
74 A day you wish you could relive is...
75 You get embarrassed when...
YOUR ADVENTUROUS SIDE
76 The top items on your bucket list...

77 The most spontaneous thing you’ve ever done...
78 The scariest moment in your life...
79 A moment when you took a big leap...
80 If you could live anywhere, it would be...
81 Your secret talent is...
82 At karaoke, you’re singing...
83 You’ve been to _____ countries
84 The reality TV show you would win is...
85 The competition TV show you would lose is...
THE UNREALISTIC STUFF
86 If you were an animal, what would you be?

87 If you had a superpower it would be...
88 If you were stranded on a desert island, you’d want to bring...
89 If you could have one dinner guest, it would be...
90 If you could steal someone’s closet, it would be...
91 If you were famous for something, it would be...
92 If you won the lottery, your first order of business would be to...
DREAMS & ASPIRATIONS
93 If you weren’t a ____, you’d want to be a ______.

94 Your big business goals are...
95 You’re still celebrating (a big win)
96 The next goal you’ve got your eye on is...
97 In five years, you hope you’re...
98 A quote you live by is...
58
99 You’re at your happiest when...

100 You’re looking forward to...
101 Life is all about...
Social proof on your about page tends to work best when it focuses on personal things about you,
like your personality, your values, and what it’s like to work with you. Usually, we include reviews
here, but this section could also be an invitation to check out examples of your portfolio. If you
feel like it flows well, include both!
SECTION 9: CALL TO ACTION

INCLUDES: LEAD-IN (OPTIONAL) + HEADLINE + BODY (OPTIONAL) + CTA
Lead your reader wherever you want them to go next — usually a services, shop, or contact page.
If your voice is more conversational, add a lead-in before your headline asking a question, to make
the reader feel involved in the conversation. If your voice is less conversational, go directly to the
headline.
LEAD-IN
CTA LEAD-IN PROMPTS (OPTIONAL)
Feel like we’re the right fit?

Feel like we’re friends already?
Feeling comfy with me already?
Can’t wait to work with me?
Are you with me?
“Can we work together already?”
Feel like you *finally* found the right fit?
Think I’m the (job title) for you?
59
HEADLINE
01 Let’s do this thing.

02 Let’s work together.
03 Let's {do this thing} together.
04 Book a session/call/etc.
05 Come chill with us.
06 Shop the goodies.
CTA
CTA BUTTON PROMPTS
01 Book A Call
02 Book a Session
03 Inquire
04 Contact Me
05 Reach Out To Me
06 Work With Me
07 Join The Waitlist
08 Shop Now
09 Apply Now
60
PART 5
THE SERVICES
PAGE
Page 3: Services
PURPOSE: To list out your offers and help your audience self-select into the
right offer for them, and to address objections and position your
service/product as the best choice out there.

On the services page, your headline doesn’t need to be so black-and-white about what you do.
This is a headline that can be a little more attention-grabbing. A few of our favorite tricks? Say
something surprising, ask a question, or call out your audience specifically. Inspiring curiosity will
make people actually stop and read your copy.
HEADLINE
SERVICES HERO HEADLINE PROMPTS
01 Why are you still {difficult/complicated action} when you could {simple solution}?
Why are you still spending 3 hours in the grocery store when you could get
everything you need delivered right to your door?
02 Newsflash: {insert surprising stat}.

Newsflash: the top 3 Google results get 100x as many clicks as all of the page 2
results combined.
03 PSA: if you’re not {taking this action} you’re not {reaching goal}.
PSA: If you’re not composting, you’re not being environmentally friendly.
04 {Surprising stat}. So why {do this}?

70% of Americans only read headlines. So why aren’t you prioritizing yours?
05 Do you think {success could have happened} without {support}?

Do you think Jenna Kutcher got to 7 figures without a business coach in her
corner?
06 To the (niched audience) — this one is for you.

To the stressed-out single mamas starting a fitness routine: this one’s for you.
62
SECTION 2: CHALLENGE OBJECTIONS OR EXPECTATIONS

INCLUDES: HEADLINE + BODY COPY
Start by making a list of the BIGGEST objections people are going to have about your offer. What
preconceived notions or misconceptions are currently holding them back? Maybe they think it’s
going to take a lot of time, or they’re not sure if it’s really a priority, or they think they can just
figure it out on their own. Write down every potential stuck point that comes to mind. Then,
address the biggest objections in your copy, and plant seeds of reason as to why those objections
might be wrong. Don’t say it directly…just plant the seeds. Explain why a successful outcome is
more possible or necessary than your reader might think.
HEADLINE
CHALLENGE OBJECTIONS HEADLINE PROMPTS
01 You don’t have to {reach milestone} {in order to} {achieve this result}.
You don’t have to be making six figures to start investing.
02 Take it from a {job title}: you CAN {do this thing} {without this pain point}.
Take it from a full-time content creator: you CAN build a business on your phone,
without ever showing your face.
03 You don’t need {complicated solution}. You just need {simpler solution}.
You don’t need every skin care product out there. You just need a 3-step routine.
04 Real talk? {Doing this thing} is not {the way you’d expect}.
Real talk? Becoming a published author is not the result of luck.
05 We don’t {do the thing all the others do}.

We don’t recommend books that are already on the NYT Bestseller list.
06 Newsflash: {This problem point} doesn’t have to {feel/be} {emotion/adjective}. It

{can} {feel/be} {emotion/adjective}.
Newsflash: Bedtime doesn’t have to be the most exhausting part of your day. It
can be short, sweet, and stress-free.
07 We’re not the kind of {job title} who {describe misconception}.

We’re not the kind of architects who make every house a McMansion.
08 You always thought {this thing} would be {this way}, but now, you’re realizing it’s
{this thing that makes it a big problem}.
You always thought co-sleeping would help you sleep better as a new mom, but
now, you’re realizing it’s quite the opposite.
63
BODY COPY
CHALLENGE OBJECTIONS BODY COPY PROMPTS
When challenging objections, we suggest crafting your message with the

following flow:
PART 1 PART 2 PART 3
Describe what they're Explain how it Be part of the

wrong about really is solution
Use the following prompts to craft one description section from the sentences
that feel applicable to you: 1-2 sentences from each part. For a more simple and
streamlined message, Skip Part 1 and Part 3 and only include prompts from Part 2:
Explain How It Really Is.
PART 1 (OPTIONAL)
DESCRIBE WHAT THEY'RE WRONG ABOUT
You don’t need to {false belief about what they have to put up with}. You don’t
01
need to {false belief about what’s necessary for success}. All you really need is
{roadmap/method/essentials}.
02 If you’re {regularly having this negative experience}, {stop}. You don’t need to…
03 The truth is you’re never going to {describe an unrealistic expectation or shortcut}.

That’s why {describe what hasn’t worked in the past}.
04 There’s so much more to {the story/this thing} than you ever thought about
before: {list things}.
05 You always thought {describe a commonly held belief or understanding}, but you
never expected {way it’s more complicated than it seems}. There’s {all the stuff you
haven’t even thought about yet}.
06 Take everything you think you know about {service/product} and {get rid of it}.
We’re talking {list common beliefs or misconceptions}.
07 We don’t {common practice or belief}. We don’t {common practice or belief}. And

we’re never going to {way others have misled them before}.
08 You never thought about how {these elements would complicate your path
forward}. You always expected {what others have led them to believe}. And that’s
the problem.
64
CHALLENGE OBJECTIONS BODY COPY PROMPTS (CONT.)
PART 2
EXPLAIN HOW IT REALLY IS
01 Because it’s not about {misconception about your method or goal}. This is about
{say what you’re really here for}.
02 Because we’re not {describe the negative experiences people believe are
necessary}. We’re {describe how you’re doing things differently.} And that makes
all the difference.
03 Because the biggest lie in the {your job} industry right now is {something they’ve
been led to believe}. Let’s get something straight: {the truth}.
04 Because {this alternative action/philosophy} {achieves this outcome way better

than} {what they’re doing now}.
05 Because you’re looking for more than {what they’re currently accepting, but
unhappy with}. You’re looking for {describe their ideal outcome}.
06 Because if you’re going to {do these hard things}, you should also be able to
{experience these positive results}.
PART 3 (OPTIONAL)
BE PART OF THE SOLUTION
01 That’s exactly why we’re here.
02 That’s where we come in.
03 I’m right there with you.
04 Insert me: your {lifesaving job title}.
05 Enter {product}.
06 I’ve got just the thing you need.
07 And that’s why we created {product}.
65
SECTION 3: THE BIG PROMISE

INCLUDES: HEADLINE
Answer the question: what will your people have by the time they’re done with you/your product?
We’re not talking about a basic deliverable, we’re talking about the deep benefit. This promise
shouldn’t be anything measurable, it should be something you can definitely deliver on every
single time. Don’t overpromise, because if you don’t measure up, you’re going to leave them
disappointed and wanting answers. Make it aspirational for them, but manageable for you.
HEADLINE
BIG PROMISE HEADLINE PROMPTS
01 By the time {we’re/you’re/our work is} done, you won’t just {have basic deliverable}
You’ll {have internal benefit/result}.
By the time our work is done, you won’t just have a website. You’ll have a whole new
level of confidence in your business.
I’m here to show you exactly how to {do this thing} so you feel {desired way}.
I’m here to show you exactly how to dress so you feel chic and environmentally
conscious.
We’re here to {give you this big benefit}.

We’re here to make your next goal Business Podcast of the Year.
My job is to help you {get this big benefit}.

My job is to help you look forward to meal prepping.
We’re here to show you that {what you teach/provide} doesn’t (have to) mean/be/feel
{negative emotion}. It means/can be/can feel {positive emotion}.
We’re here to show you that solo travel doesn’t have to feel scary. It can feel
exhilarating.
These are/This is the {deliverables} that will {give you this deep benefit}.
This is the luxury retreat that will jumpstart your personal growth for the whole year.
66
SECTION 4: VALUE PROPS (OPTIONAL)

INCLUDES: HEADLINE + VALUE PROPS TITLES + DESCRIPTIONS
Value props are the most compelling reasons why people should buy from you. What are you
delivering that makes your offer totally stand out? Choose three things that all of your people are
getting and then explain why they matter. This can be a physical deliverable, a feature, or just
why it’s great. If you’re a service provider and you’re struggling to figure out what to talk about in
a value props section, you probably don’t need them and can skip this section. (That’s just our
professional opinion, but…it’s true.)
HEADLINE
VALUE PROPS HEADLINE PROMPTS
We recommend using your Big Promise Statement Headline as your value props
headline, or choose an applicable headline from the list on page 16.
TITLE
VALUE PROP TITLE PROMPT
{Name Your Awesome Feature or Promise}
Elopement Photographer Example:

Stress-free timeline planning
Adventure location scouting
Jaw-dropping photos
DESCRIPTION
VALUE PROP DESCRIPTION PROMPTS
01 So you can {get this benefit}.

Example: Stress-free timeline planning
So you can stay present in the moment without worrying about what comes next.
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VALUE PROP DESCRIPTION PROMPTS (CONT.)
02 To {bring you this benefit}.

Example: Stress-free timeline planning
To plan for a relaxed day where the only “rush” you get is when you say “I do!”
03 For {paint picture of the future}.

Example: Jaw-dropping photos
To share your day with the people who’ll be rooting for you and your love from afar.
04 We’ll {do this thing} {to give you this benefit}.

Example: Adventure location scouting
We’ll scope out the most stunning spots for unreal backdrops only.
05 Because you need {this support from the feature} {to get this benefit}.
Example: Adventure location scouting
Because you need someone who knows Colorado to pick the perfect secluded spot.
SECTION 5: OFFER BREAKDOWN

INCLUDES: OFFER TITLE + OFFER DESCRIPTION + LIST OF DELIVERABLES
(OPTIONAL) + PRICE (SUGGESTED) + CTA
Whether you have one signature offer, multiple packages, or a product suite, it’s important to
write descriptions for each of your individual offerings. You can talk about things like the scope of
the work, timelines, and deliverables. You could also talk about who it’s for, which is something
we really love to do. When you specifically say who it’s for, your clients can self-select the option
that’s best for them. Finally, include the price and a call to action button where people can either
purchase, submit an inquiry, or take a step to learn more.
People always ask us if they should include their prices on their

site. And our answer is always YES YES YES YES! Why? Because if
e
A not
you DON’T show your prices, your customers will subconsciously
guess them anyway. And the chances of them guessing correctly
g
on pricin
are close to zero. That means they’ll either assume you’re more
expensive than you are and never reach out to you, or assume
you’re less expensive than you are and get sticker shock. By
including prices on your website, you’ll see more inquiries from
people who are serious about your offers, and you won’t have to
convince anyone of your worth.
68
DESCRIPTION
OFFER DESCRIPTION PROMPTS
01 When you’re {dealing with this problem}, you need more than {basic solution}. I’m not
just {taking basic action}, I’m here to {bring benefit}. Get ready for {transformation}.
When your top post on Insta has 20 likes, you need more than a brand refresh, you
need a new social media strategy. I’m not just here to make your feed look killer, I’m
here to create content that’ll bring more eyes to it. Get ready for rapid growth.
02 When you’re {dealing with this problem} you (don’t just) want {basic
solution/deliverable}. Let’s {do this}. {Show how you’re already ready/prepared}.
When you’re dealing with daily tantrums, you don’t just want strategies to calm your
child down. Let’s practice strategies to keep you calm in the moment, too. With three
kids of my own, I’ve got these suckers down.
03 {Ask a question that specifies the audience}? {I’m the one/This is the product} you
need when {problem happens}. Let’s {describe the difference}.
Been straightening your curls for years? This is the moisturizing conditioner you
need when your curls are damaged from all that heat. Let’s put the spring back in
your step…and your hair.
04 You’re ready to {do this thing} without {this negative consequence}. Say goodbye to
{negative consequences}. This {name the product/package} includes {list
coolest/most relevant features/ deliverables}.
You’re ready to spice up your walls without putting in hours of effort. Say goodbye to
sore muscles, half-finished paint jobs, and weeks of mess. Our One-Day Home
Refresh package includes 2000 square feet of painting, done to perfection in one
day.
05 Who said {name the misconception}? You’re ready for {transformation}. We’ll {what
you do/offer} to give you {the main deliverable/feature that fixes the problem}.
Who said being an entrepreneur had to mean working 24/7? You’re ready for your
business to give you your life back. We’ll set up the workflows and automations that
will help your business practically run itself.
06 You’ve been {doing this} for {years/months/weeks}, but you haven’t/you’ve never {got
this benefit/tried this better thing}. You’ve already got {this thing down/this thing},
but {problem you’re facing} and you need {solution}. We’ll make this easy as {this}.
You’ve been showing up on stories for weeks, but you haven’t seen your sales
increase at all. You’ve already got the showing-up habit down, but you’re missing
the strategy part, and you need to figure it out ASAP. We’ll make this as easy as
plug-and-play.
69
OFFER DESCRIPTION PROMPTS (CONT.)
07 You want {transformation}, but {this thing} is {name what’s holding them back; not
your strength, the last thing on your endless to-do list}. Good thing you can {get this
product/service, do this instead, hand it over to us}. We’ll {list what you’ll do} and
{describe the value it will add to their life}.
08 You want {name the desire}. The only problem? {Name problem that specifies the
audience}. Because when you’re {facing these challenges} you’re going to need
{support}. I’m here to {make it easy}.
09
{Doing this thing how you’ve been doing it} was a good idea at the time, but now you
realize {this thing}. This {name package/offer} is just the thing you need to {describe
the transformation}.
10
You’re done {doing this limiting thing}. You know {describe what they need}, and that
starts with {describe the difference}. You’re ready for {name deliverable}. You’re ready
for {name another deliverable}. You’re ready for {name the service/offer/product}.
11
You’re a(n) {name the niched audience} ready to {describe what they’re looking for}.
This {adjective} {package/offer/product name} gives you the {deep
benefit/deliverable} you need to {describe the transformation}. Let’s {describe the
starting point action}.
12
You have a {great starting point} and you want to {reach goal} without {doing this
work/experiencing negative aspects}. These are the {essentials} you need to {do this,
get this benefit, and feel this way while you do it}.
CTA
CTA BUTTON PROMPTS
01 Book Now
02 Buy Now
03 Book A Session
04 Start The Course
05 Add To Cart
06 Get It Now
07 Learn More (if leading to Sales Page)
08 Tell Me More (if leading to Sales Page)
70
SECTION 6: THE “STEP IN” INVITATION

INCLUDES: HEADLINE + LIST + CTA
List all of the benefits they’ll get once they say yes. Focus on emotional benefits. How will it FEEL
when they are no longer facing the problem they’re facing? We recommend listing 4-6 tangible,
value-packed benefits. More than 6, and it can feel too long. For this section, let your headline
lead into the description answers: end your headline with an ellipsis, and make sure each item in
your list completes the sentence.
HEADLINE
STEP IN HEADLINE PROMPTS
When you’re ready to…

Are you ready to…
Because when you {describe the transformation}...
LIST
STEP IN LIST PROMPTS
01 Stop {feeling this negative emotion} and start {experiencing this positive emotion
on a daily basis}.
02 Stop {engaging in this negative pattern or behavior} and finally {do this instead}.
03 Feel {positive emotion} because {describe the results they’ll see}.
04 Let go of {stuck points or false beliefs} and {describe what happens when you let
go}.
05 Say goodbye to {way life currently looks that’s not serving them} and {describe
what that time will look like instead}.
06 Spend less time {on undesirable action} and more time {doing desirable action}.
07 Stop living every day {describe what they’re mentally struggling with} and start
waking up {describe the positive feeling or outlook}.
08 You’ll immediately be able to {describe immediate takeaway or transformation}.
09 You’ll finally feel {describe the positive feeling}.
10 You’ll be able to see {what they couldn’t see before}.
71
STEP IN LIST PROMPTS (CONT.)
11 You’ll have the time to {what they couldn’t do before}.
12 You’ll wake up every morning {describe positive feeling or action}.
CTA
CTA PROMPTS
Book Now
Shop Now
Sign Up Now
Join The Waitlist
Book A Call
Book A Session
Inquire Now
Contact Me
SECTION 7: HOW IT WORKS

INCLUDES: HEADLINE + STEP TITLES + DESCRIPTIONS
This section can either be an exact copy of the How It Works section on your homepage, or it can
be a more thorough description of your process, i.e. how we make this product better than all
others like it or how we make this service better than anyone. Lay out the steps of your process in
a clear order. Cap it at 6-8 steps TOPS. And focus on the steps in your process that take extra care,
give insight into your excellence, or show your values in action.
HEADLINE
HOW IT WORKS HEADLINE PROMPTS
How It Works
Our Process
How does this work?
Here’s how it’ll go down:
72
HOW IT WORKS HEADLINE PROMPTS (CONT.)
Here’s how we’ll do this:

The whole process is {simple}.
All the steps, from start to finish?
Here’s how we’ll {deliver this result}:
TITLE
HOW IT WORKS STEP TITLE PROMPTS
Name your step in a few words.
Examples:
Submit an inquiry
Let's chat
Make it “official”
Book your spot
Save your date
Start planning your day
Schedule your kickoff call
Complete your questionnaire
DESCRIPTION
HOW IT WORKS STEP DESCRIPTION PROMPTS
For each description, explain exactly what will happen and then provide insight
into why it’s an important step in your process. We love using the description of
each step to give more insight into how your values show up in your business. This
is the place to peel back the curtain on the intention behind your process and why
your way is the best way.
Here’s an outline each description should follow:
{Tell them exactly what will happen}.

{Optional: Tie it back to your values}.
{Give insight into why the step is important}.
73
HOW IT WORKS STEP DESCRIPTION PROMPTS (CONT.)
Example: Session One for Couples Therapist
Your first session will be all about how you got here. I’ll ask how you met, what
you love about each other, and what you want to work on as a team. Don’t worry
— I’ve been in your seat, so there’s no judgment here. Just strategies, questions,
and reflections to help you get closer than ever before.

INCLUDE: ONE LAST SOCIAL PROOF SECTION OF REALLY HARD-HITTING RESULTS.
FOR TIPS ON HOW TO

GET 5-STAR REVIEWS
THAT CONVERT, CHECK
OUT THE RAVE REVIEW
GUIDE!
lick me
C
SECTION 9: SERVICES CTA

INCLUDES: HEADLINE + BODY COPY (OPTIONAL) + CTA
Like the final CTA on your homepage, focus on the final action you most want your customer to
take. You can copy your homepage CTA exactly if it’s a powerful message, or craft another
headline with the same message.
74
HEADLINE
01 {Take this action, figuratively}.

Get off the hot mess express.
02 It’s time to {get this deep benefit}.

It’s time your clothes fit you — not the other way around.
03 It’s time to stop {describe what the big problem looks like}.
It’s time to stop tantrums in their tracks.
04 Let’s {action} your {deliverable} {exciting promise}.

Let’s make your corporate gift boxes better than a bonus check.
05 Let’s {action} {deliverable} that makes you feel {this way}.

Let’s build a wardrobe capsule that makes you feel excited to get dressed every day.
06 Ready to finally {experience transformation}? {Take this action}.

Ready to finally stop bloating in its tracks? Let’s find your triggers.
07 Get ready to {describe the transformation}.

Get ready to turn some heads.
CTA
CTA BUTTON PROMPTS
Book Now
Shop Now
Sign Up Now
Book A Call
Book A Session
Inquire Now
Contact Me
75
PART 6
THE CONTACT
PAGE
PART 6: THE CONTACT PAGE 77
Page 4: Contact
PURPOSE: Give your audience a clear, easy way to reach out to you, and set
expectations for when they should hear back from you or the
next steps.

INCLUDES: HEADLINE + WELCOME MESSAGE (OPTIONAL)
It’s okay if your contact page is mostly just an inquiry form. But you do want to have a little bit of
copy so that it still feels like you’re still in conversation with your reader. Write a warm and inviting
headline and a little welcome message that gives insight into what will happen once they submit
the contact form. In how many days should they expect to hear from you? What will be their next
step? Is there anything that’s important for them to know before they begin?
HEADLINE
CONTACT HERO HEADLINE PROMPTS
01 Get in touch
02 Let’s connect
03 Step into my inbox
04 Reach out to us
05 Let’s {action} together
06 Let’s start {taking action}
07 Let’s {do this thing}
08 Let’s talk {subject}
09 Come on in & {do this thing}
10 I’m so glad you’re here!
77
HEADLINE
CONTACT WELCOME MESSAGE PROMPTS
01 Reach out to us {how}, and we’ll be in touch {how} within {X days/hours} to {next
steps}. We can’t wait to {what will happen when you meet}.
02 Write to us for {reason 1, reason 2, and reason 3}. We’ll get back to you within {X
days/hours}.
03 Submit an inquiry through the form below to {describe the next step}. We aim to
respond within {X days/hours}.
04 Tell me a bit about {what you’re looking for}, and I’ll get back to you within {X days}. I
can’t wait to hear from you!
05 Step into my inbox! Tell me about {information you want from them upfront} and if
we seem like a good fit, I’ll get back to you within {X days} to {take next step}.
06 Ready to work with us? Reach out using the form below, or email our team directly at
{email}.
SECTION 2: CONTACT FORM

INCLUDES: FORM FIELDS + BUTTON
Ask the questions you absolutely need to know to understand if a potential client is a good fit for
you. If you work on an application basis, you can add your application questions as the input fields.
The more questions you ask on the front end, the more information you’ll have going into your
initial communication — so don’t be afraid to ask a few more questions than the “essentials” below!
FORM FIELDS
CONTACT FORM FIELD ESSENTIALS
Name
Email
Phone
I’m interested in… (add a dropdown of your offers and leave a space for “Other”)
Tell us more about…
78
CTA
CONTACT FORM CTA BUTTON
Send
Send Message
Submit
SECTION 3: THE DEETS

INCLUDES: CONTACT INFORMATION
(NAME, BUSINESS NAME, LOCATION, BUSINESS HOURS,
PHONE NUMBER, EMAIL ADDRESS, SOCIAL HANDLES, ETC.)
Include details about your business in case people want to reach out to you for non-inquiry-
related requests. Clearly state your full name, business name, email address, location (if it
matters), business hours, and anything else that feels important. Social links can also live here!
SECTION 4+: ADDITIONAL INFO

INCLUDES: FAQ SECTION, ABOUT SECTION, OR OTHERS.
It’s best for SEO purposes to have a minimum of 300 words on every page of your website, so
consider adding additional sections to increase your word count. We love including an FAQ
section on the contact page to address any last questions people may have. (If you find yourself
answering the same questions over and over, this will help!) You can also give people additional
ways to engage after they reach out — invite people to read your blog, explore top resources, or
learn more about you.
79
A FINAL WORD 80
…80 PAGES LATER…
You wrote your freaking site!

(That wasn’t so hard, was it?)
YOU MADE IT! All the claps and snaps and high kicks for you, friend. You’ve got website copy
that’ll draw your audience in and keep ‘em there! We hope after all the prompts and examples,
you feel more confident in your words than you’ve EVER felt before. This strategy has helped
businesses grow, book out, sell out and stand out — so we CAN’T WAIT to see what it does for
yours!
So if you found this workbook helpful, or when you get flooded with messages like, “after reading
your website, I just KNEW I had to work with you,” we’d love to hear about it! Send us a DM
@mahacopyco or write to us at hello@mahacopy.com. You’ll make us happier than when we’re
snuggling our cats. (Okay, that sounded anticlimactic, but seriously nothing makes us happier
than a good cat snuggle. NOTHING. Except maybe hearing from you.)
a l ey
CHEERING YOU ON!
n & H
M a d is o
AKA, MAHA COPY CO.
80
A FINAL WORD 81
DISCLAIMER
Here’s the part where we tell you we’re not legally responsible if this template doesn’t give you the
same awesome results it’s given other people. We say a few other things, too, but that’s the gist.
The Maha Copy Shop was created by Haley and Madison Enos to provide educational resources for
coaches & creatives who want to improve their copywriting skills.
We’re good at what we do. In fact, we’re professionals, and some of our past clients have seen amazing
results from using our words (*woot woot*). And while we love showing you what’s possible by
highlighting real customer results, we trust you know others’ successes do not guarantee the same
results for you. Your results will depend on a combination of factors we have no control over, like your
skills, effort, experience, and market. AKA: we can’t promise anything.
Likewise, we trust you know this document does not constitute professional advice. At Maha Copy Co.,
we take pride in offering high-quality copywriting services to a select group of full-service clients. Your
implementation of the suggestions set out in this resource does not create a professional relationship
between you and Maha Copy Co. If you want feedback or advice about your specific business, there are
marketing consultants and sales advisors out there who would absolutely love to help!
81

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www.imarketing.

MAHA COPY SHOP

THE WRITE YOUR

It’s time to write your freaking site.

This workbook will give you:

1. A section-by-section breakdown of the main pages every website needs

Hey, friend! We're Madison & Haley,

We read the classic copywriting books, took tons of copywriting courses,

TERMS & CONDITIONS

Thanks for reading by the rules!

THIS WORKBOOK COMES WITH

THIS WORKBOOK (ALSO!) COMES WITH

THE WEB COPY

BEFORE YOUR READ ANY FURTHER...

GET THE GUIDE

PART 1: THE PAGE BREAKDOWN 9

PART 2: THE MENUS 11

PART 3: THE HOME PAGE 15

PART 4: THE ABOUT PAGE 40

PART 5: THE SERVICES PAGE 61

PART 6: THE CONTACT PAGE 76

PART 7: A FINAL WORD 80

THE PAGE BREAKDOWN

The Website Menu

MENU HORIZONTAL VIEW (IN THIS ORDER)

SERVICES/ ADDT'L ADDT'L

Example: Home Courses

Example: An “Education” page could house “Courses” and “Masterclasses”

You can use dropdown menus where appropriate to list subpages.

Additional names & alternate options

1-2 ADDITIONAL CTAS

The Footer Menu

We recommend every footer include:

You may also choose to include:

THE FOOTER STATEMENT

[Business Name] [is/offers] [service/SEO keyword]

SECTION 1: HERO HEADLINE

01 I help (intended audience) (get this benefit) (with/by) (specific offers).

03 (Main goal) with (simple solution) (that/to/and) (benefit).

04 (Get this benefit) (by taking this seemingly unrelated action).

HERO HEADLINE PROMPTS (CONT.)

05 (Get this benefit) without (this undesirable thing).

08 (Get this benefit) (in this very short amount of time).

09 Now you can (get this benefit) (without/despite) (the norm).

11 Your (superlative) (product or service), (benefit).

12 The only (product/service) (that defies main objection).

13 You deserve (this benefit) without (this consequence).

14 Say goodbye to (undesirable thing said in a casual way).

15 (Product/Service) that's so (superlative) it’s (surprising superlative).

16 The (superlative) (product/service) for (intended audience).

17 I help (niched audience) (achieve this result) (by/with) (feature/action).

HERO HEADLINE PROMPTS (CONT.)

18 Ready to (break down the transformation)?

20 Most (product/service) (do this). Ours (do this better thing).

HERO SUBHEADING PROMPTS

HERO SUBHEADING PROMPTS (CONT.)

03 {Service/Product} for {niched audience} where {get this benefit}.

04 Welcome to the place where {niched audience} {get this benefit}.

05 Where {audience} meet the {service/product}.

07 Welcome to a {“better” adverb: smarter, easier, simpler} way to {verb}.

08 Meet a {superlative} way to {benefit}.

09 The {adjective/superlative} {product/service} for the {niched audience}.

HERO CTA PROMPTS

For service providers: For products: