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writing-copy

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🇺🇸

Original

English
🇨🇳

Translation

Chinese

Writing Copy

撰写文案

Write clear, compelling copy for products and marketing.
为产品和营销撰写清晰、有说服力的文案。

Principles

撰写原则

  1. Clarity over cleverness — users should instantly understand what you're saying
  2. Benefits over features — "Save 2 hours a day" beats "AI-powered automation"
  3. One idea per section — don't overload the reader
  4. Active voice — "We send your report" not "Your report will be sent"
  5. Short sentences — aim for 15-20 words per sentence
  1. 清晰优先于花哨 — 用户应能立刻理解你想表达的内容
  2. 利益优先于功能 — “每天节省2小时”比“AI驱动的自动化”更有吸引力
  3. 每段一个核心观点 — 不要让读者负担过重
  4. 使用主动语态 — 用“我们将为您发送报告”而非“您的报告将被发送”
  5. 短句表达 — 目标是每句15-20个单词

Landing Page Structure

着陆页结构

Hero Section

核心区域

  • Headline: One sentence, states the core value (8-12 words)
  • Subheadline: Expands on the headline, addresses who it's for (15-25 words)
  • CTA: Clear action verb ("Start free trial", "Get started", "Try for free")
Headline:    Ship faster with AI-powered code review
Subheadline: Catch bugs, enforce standards, and merge with confidence — 
             built for teams that move fast.
CTA:         Start free trial →
  • 标题: 一句话阐述核心价值（8-12个单词）
  • 副标题: 拓展标题内容，明确受众群体（15-25个单词）
  • CTA: 使用清晰的动作动词（如“开始免费试用”、“立即上手”、“免费体验”）
Headline:    Ship faster with AI-powered code review
Subheadline: Catch bugs, enforce standards, and merge with confidence — 
             built for teams that move fast.
CTA:         Start free trial →

Features Section

功能区域

For each feature:
  • Short title (3-5 words)
  • One sentence explaining the benefit
  • Optional: icon or screenshot
针对每个功能：
  • 简短标题（3-5个单词）
  • 一句话说明核心利益
  • 可选：搭配图标或截图

Social Proof

社交证明

  • Customer logos, testimonials, metrics
  • Specific numbers: "Used by 10,000+ teams" not "Used by many teams"
  • Quotes with name, title, company
  • 客户logo、用户评价、数据指标
  • 使用具体数字：“已为10,000+团队所用”而非“已为众多团队所用”
  • 包含姓名、职位、公司的真实评价

CTA Section

CTA区域

  • Repeat the primary CTA
  • Address objections: "No credit card required", "Free for up to 5 users"
  • 重复主CTA
  • 打消用户顾虑：“无需信用卡”、“最多5人免费使用”

Button & CTA Copy

按钮与CTA文案

Good:
  • "Start free trial"
  • "Get started — it's free"
  • "Download the app"
  • "See pricing"
  • "Book a demo"
Bad:
  • "Submit"
  • "Click here"
  • "Learn more" (too vague as a primary CTA)
  • "Get started now for free today!" (too long)
优秀示例：
  • "Start free trial"
  • "Get started — it's free"
  • "Download the app"
  • "See pricing"
  • "Book a demo"
反面示例：
  • "Submit"
  • "Click here"
  • "Learn more"（作为主CTA过于模糊）
  • "Get started now for free today!"（过于冗长）

Microcopy (UI Text)

微文案（UI文本）

Error messages:
  • Say what happened and what to do: "Payment failed. Please check your card details and try again."
  • Not: "Error 422" or "Something went wrong"
Empty states:
  • Guide the user: "No projects yet. Create your first project to get started."
  • Not: "No data"
Confirmation dialogs:
  • Be specific: "Delete this project? This will remove all tasks and cannot be undone."
  • Button: "Delete project" (not "OK")
Loading states:
  • "Setting up your workspace..." (not "Loading...")
错误提示：
  • 说明问题及解决方法：“支付失败，请检查您的银行卡信息后重试。”
  • 避免：“Error 422”或“发生了一些错误”
空状态提示：
  • 引导用户操作：“暂无项目，请创建您的第一个项目开始使用。”
  • 避免：“无数据”
确认对话框：
  • 表述明确：“确定要删除此项目？这将移除所有任务且无法撤销。”
  • 按钮文案：“删除项目”（而非“确定”）
加载状态提示：
  • “正在为您设置工作空间...”（而非“加载中...”）

Email Copy

电子邮件文案

  • Subject line: 6-10 words, specific, no ALL CAPS
  • First line: Get to the point — why should they care?
  • Body: One CTA, not three
  • P.S.: Use for urgency or a secondary point (highest-read part after the subject)
  • 主题行: 6-10个单词，具体明确，避免全大写
  • 首行: 直奔主题 — 用户为何要关注？
  • 正文: 仅保留一个CTA，不要多个
  • 附言（P.S.）: 用于强调紧迫感或补充次要信息（是除主题外阅读量最高的部分）

Tips

小贴士

  • Read your copy out loud — if it sounds awkward, rewrite it
  • Cut every word that isn't doing work
  • Use the "so what?" test: after every sentence, ask "so what?" — the answer should be obvious
  • A/B test headlines and CTAs when possible
  • Match the tone to your audience (developer docs ≠ consumer marketing)
  • 大声朗读你的文案 — 如果读起来别扭，就重写
  • 删除所有冗余词汇
  • 使用“那又怎样？”测试：每写完一句话，问自己“那又怎样？” — 答案应显而易见
  • 尽可能对标题和CTA进行A/B测试
  • 语气要匹配受众群体（开发者文档≠消费者营销文案）