Marketing · v2.0.0 · featured

Landing Copy Lab

Inputs: product, who it’s for, the painful alternative, one proof point. Output: three complete above-the-fold variants (headline, sub, CTA), a features row, and an objection FAQ. A second pass kills AI sludge on sight. Terminal-clean typography so you can judge the words, not the theme. For people who have shipped one too many ‘reimagine your workflow’ pages.

copy.desk · 11,284 votes · 67,260 score · 33,408 opens

#copy#landing#cta#sludge

Spec

Build Landing Copy Lab — a copy desk with taste, not a slogan vending machine.

PRODUCT
The user enters product, audience, painful alternative, and one proof point. The lab writes three complete above-the-fold variants plus a features row and an objection FAQ, then offers a sludge-stripped rewrite of the winner.

BANNED IN ALL OUTPUT
unlock, seamless, elevate, supercharge, reimagine, next-generation, empower, robust, cutting-edge, game-changer, leverage (as a verb), journey (as a metaphor). If a draft contains one, the UI flags the word in-place and the sludge pass must remove it.

SCREENS
1. Brief — four fields + “proof type” chips (number, named customer, before/after, demo). Run.
2. Board — three variants side by side on desktop, stacked on mobile. Each card:
   - eyebrow (optional, 1–4 words or none)
   - headline (≤10 words)
   - sub (≤28 words)
   - primary CTA (2–4 words, a verb)
   - secondary CTA (text link, optional)
   Tone labels: Direct, Dry, Warm. Not “professional / casual / playful”.
   Click “use this” to send a variant to the sludge pass and the features/FAQ generator.
3. Page spine — features row (3 items, 6-word title + 14-word line), objection FAQ (5 Qs a skeptic would actually ask, 2–3 sentence answers).
4. Sludge pass — before / after of the chosen hero. Diff-style: removed words struck, replacements in accent. A density meter: syllables per headline, not a vanity score.

DATA
Last 10 briefs in localStorage.

EMPTY
Sample brief: a local-only password manager for families who currently share a sticky note. Proof: “12k families, 0 incidents reported in public”.

VISUAL
Typesetter. Big type for headlines (so you can see if they’re fake-profound). No stock photos, no gradient orbs, no browser-mock hero. Paper in light mode, phosphor in dark. IBM Plex Sans for display, Mono for labels.

OUT OF SCOPE
Full landing page builder, image gen, A/B analytics, CMS export.

ACCEPTANCE
- Sample run yields 3 headlines, none containing a banned word.
- Sludge pass is visible as a before/after, not just a second draft.
- Mobile: one variant at a time with next/prev, 44px.