with the skill
**Diagnosis:** A. The brief is one line of product facts with no existing copy or voice. I'm building from the facts you gave and adding no claims beyond them.
## Hero copy
**Headline**
Send the invoice. Tallybook chases the payment.
**Subhead**
Tallybook emails your invoices and follows up on the late ones, so you can stay in your design work. Users get paid 9 days sooner on average.*
**Button**
Create My First Invoice
**Microcopy under button**
Free for up to 3 clients, then $9 a month.
**Footnote (small print under the hero)**
*Tallybook internal data, 2025, 1,200 users.
## Annotations
Show the rest (15 more lines)
- **Headline:** It names both jobs the product does (sending and chasing) in plain words. The "payment" you chase is the pain freelancers already feel, so no setup is needed. It's the one punchy line in the hero, and everything else stays plain.
- **Subhead:** The 9-day figure is your strongest proof point, so it sits right under the headline. I scoped it as "users" and "on average" and added the source footnote, so it stays accurate. I left out "customers love" style language because there are no reviews yet.
- **Button:** "Create My First Invoice" tells the visitor what happens next and avoids "Get Started" or "Sign Up". The free tier in the microcopy lowers the risk of clicking.
## Alternatives
- **Option A (proof-led headline):** Designers on Tallybook get paid 9 days sooner on average. It's more specific and falsifiable, but it makes the stat the headline, so it needs the baseline pinned down (see below).
- **Option B (plain description):** Tallybook sends your invoices and follows up when clients pay late. It's the clearest option and the least memorable.
- **Button alternatives:** "Start Free" (shorter), or "Send My First Invoice" (more action-oriented, but assumes they're ready to bill immediately).
## Flags
- `[NEED: baseline for the 9 days]` "9 days sooner" than what? Their previous invoicing method, or users' own payment times before Tallybook? If it's a before/after comparison, say so in the footnote ("compared with users' average before joining"). If it's a comparison against non-users, the wording has to change. Without that detail, a skeptical reader may discount the number.
- `[NEED: free-plan terms]` I didn't write "No card required" because it wasn't in the brief. If it's true, add it to the microcopy.
- `[NEED: testimonials]` Once you have even two or three named designers, a quote just under the hero would back up the 9-day claim.