Conversion Copywriting

Ploy uses Corey Haines’ clarity-first copywriting framework to shape the page argument, write each section, and tighten every headline and CTA around one primary action.

By Corey HainesFounder of Conversion Factory and Swipe Files
How it runs

Ploy runs this Ploybook in 5 phases.

  1. Gather the evidence

    Ploy reads the product, audience, brand voice, traffic source, customer language, objections, and verified proof before writing.

  2. Set the message

    The workflow defines the reader’s current problem, desired outcome, credible reason to believe, and one primary action.

  3. Build the argument

    Hero, proof, problem, benefits, how it works, objections, FAQ, and closing CTA are arranged so each section advances one idea.

  4. Write the page

    Ploy writes direct, specific copy in the customer’s language and connects every feature to a concrete benefit or outcome.

  5. Edit for conversion

    Jargon, unsupported claims, passive phrasing, filler, repetitive rhythm, and weak CTAs are cut before the final copy ships.

Expected outputs

Your page explains features but never lands the customer outcome. The headline or CTA sounds generic, vague, or interchangeable with a competitor. You need a complete page narrative, not a loose collection of copy options.

  • A complete page narrative

    Section-by-section copy that moves from the reader’s problem to the product’s value and one clear next step.

  • Stronger headlines and CTAs

    Specific, action-led options with short rationales, ready to ship or test.

  • Brand-native copy

    Language aligned to the site’s established voice, customer vocabulary, and editorial rules.

  • SEO title and description

    Page metadata written to match the page promise when search visibility matters.

Frequently asked

Workflow questions

Ploy uses Corey Haines’ clarity-first copywriting framework to shape the page argument, write each section, and tighten every headline and CTA around one primary action.
Your page explains features but never lands the customer outcome. The headline or CTA sounds generic, vague, or interchangeable with a competitor. You need a complete page narrative, not a loose collection of copy options.
A complete page narrative. Section-by-section copy that moves from the reader’s problem to the product’s value and one clear next step. Stronger headlines and CTAs. Specific, action-led options with short rationales, ready to ship or test. Brand-native copy. Language aligned to the site’s established voice, customer vocabulary, and editorial rules. SEO title and description. Page metadata written to match the page promise when search visibility matters.
Yes. A Ploybook is a reusable guide that adapts each run to the inputs you provide. You can run it on demand or customize a workspace copy for recurring work. Review and test that copy before scheduling it. Runs use AI credits, and required services must be connected for the account running the workflow.
About the expert

Corey Haines

Founder of Conversion Factory and Swipe Files

Corey is a marketer, developer, and founder. He created the open-source Marketing Skills collection for technical marketers and founders using AI agents for conversion optimization, copywriting, SEO, analytics, and growth engineering.

More from Corey
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