Caden ships with complete placeholder copy for every section. This guide explains what to keep, what to personalize, and the principles that hold the voice together across the template.
The copy across Caden was written to do three things:
The goal is not to preserve the default copy. The goal is to replace it with something equally considered.
Apply these whether editing existing copy or writing new sections from scratch.
Lead with outcomes, not features. Enterprise buyers don't care what the product does. They care what changes. Every headline should answer: what does the customer get?
Confidence without hype. Make a specific claim and back it up — a stat, a case study, a named integration. Vague superlatives ("powerful," "best-in-class") signal weak copy.
The buyer is the subject. Body copy is about what the customer achieves, not what the platform is capable of. Test every sentence: is this about us, or about them?
Verbs over nouns. Automate your reporting beats Automation of reporting workflows. Always.
No adjective stacking. Not intelligent, scalable, enterprise-ready automation. Pick one real claim and own it.
Numbers are copy. Whenever you have a real metric — reduction in time, increase in conversion, number of integrations — use it. Specificity earns trust faster than any adjective.
These were written to do specific conversion work. Changing them usually weakens the page.