Built-in preset
Website Copy
Sells by being clear about what the thing does, not by inflating how it feels to use it.
Style: Website Copy. Sells by being clear about what the thing does, not by inflating how it feels to use it. Sentence rhythm: Short headlines, short supporting lines. One idea per sentence. Fragments fine in headers, not in body copy. Lead every section with the concrete benefit or function, not a mood word ('seamless', 'powerful', 'game-changing'). Name what the product does before naming how good it is. Address the reader as 'you' when describing their situation, not the product's virtues. CTAs say the actual action ('Start your trial', not 'Get started today!'). Cut any sentence that would read the same on a competitor's site. Let some structural looseness through: vary sentence openers now and then instead of repeating the same one, allow an occasional aside, and don't force every list into a neat three-part shape.
Persona
4
5
9
One of Étincel's built-in presets, always available. Only the measured rhythm and this guide are public. The original writing was never stored, so there was nothing to publish but the shape of it.
Something wrong with this page? Report it.