Rebuild It: Turn Weak Copy Into a Converting Page
Objective: Given a landing page hero with five named, lesson-mapped defects, rewrite it from scratch applying the AIDA structure, benefit framing, specificity, and a single strong CTA, then compare your rewrite's approach against a sample rebuild of a different product.
Zomato's growth marketing team runs the same trial task for every copywriter finalist: fix a real weak draft before they'll trust you with an actual campaign. The draft below was written by a product manager covering for a copywriter on leave, not a professional copywriter, and it reads like it.
Below is the PulseFit homepage hero draft, plus the five defects your reviewer already named for you (this project skips the finding step, that was the last project, this one is about the fix). Rewrite the whole block: new headline, new opening, benefit-framed features, one clear CTA, structured so a skimmer gets the full pitch from headlines and bullets alone. SPECIMEN — PulseFit homepage hero: PulseFit: A Fitness App PulseFit was created in 2022 by a team of certified trainers and engineers who wanted to build a better fitness experience. Our app includes over 500 workout videos, a food logging feature, community forums, and integration with popular wearables. We think fitness should be accessible to everyone, and we've worked hard to create an app that helps people reach their goals. If you're interested in learning more about what PulseFit can do for you, feel free to check out the app in the App Store or Google Play. Download Now NAMED DEFECTS TO FIX: 1. Headline and opening paragraph are company-history-focused ('was created in 2022 by...'), not reader-focused. (Mistake 1) 2. Features (500 workout videos, food logging, forums, wearable integration) are listed with zero benefit translation. (Step 3: Desire) 3. 'Helps people reach their goals' is a maximally vague benefit claim with no specificity or proof. (Mistake 4) 4. The CTA is hedged ('feel free to check out') and then contradicted by a disconnected, abrupt 'Download Now' that doesn't match the sentence before it. (Step 4 / Mistake 3) 5. The whole block is dense paragraph text with no bullets or bold, nothing for a skimmer to catch. (Mistake 5)
Before you start
What you'll need
Free path (everything below is enough to finish)
Free tier is enough for a few rounds of 'give me 3 more headline directions' once you already have a complete draft to compare against, it should never write the first draft for you.
Free tier is plenty for one landing page block.
No access? Any word processor or plain text editor works identically.
Paid upgrades (optional, faster/deeper)
The free path, your own draft plus an optional AI brainstorm afterward, is the complete path. Paid tools only pay off at team scale.
Only worth it past a handful of pages a week; a single rebuild like this one doesn't need it.
Final deliverable
A full rewritten PulseFit hero section (headline, opening line, benefit-led feature list, single CTA) that fixes all five named defects, plus a 2-3 sentence note explaining what changed and why for each defect.
See a reference example
Here's the same kind of fix applied to a different product, not PulseFit, so you can see the technique without copying the answer. A SaaS support tool in Freshworks' benefit-first register might rebuild a weak 'HelpDeskPro was founded in 2021...' opener into: Headline: 'Close support tickets in half the time, without hiring anyone new.' Opening: 'Your team is drowning in tickets, not because they're slow, because the tools are.' Features rewritten as benefits: '500+ workout videos' becomes 'Never run out of a routine that fits today's mood' style translation, i.e. every spec gets a 'so you can ___' clause. CTA: one button, 'Start free, no card needed', nothing else on the page competing with it.
Success criteria
You're done when you can:
- New headline names a specific reader benefit or outcome, not company history or a generic welcome
- Every one of the four listed features is translated into a 'so you can ___' reader benefit, not left as a spec
- At least one claim in the rewrite is specific (a number, a timeframe, a named proof point) rather than vague
- Exactly one CTA appears, phrased as a specific action, not a hedge
- Copy is structured with short paragraphs and/or bullets so a skimmer gets the full pitch without reading every word