1---
2name: copywriting
3description: When the user wants to write, rewrite, or improve marketing copy for any page — including homepage, landing pages, pricing pages, feature pages, about pages, or product pages. Also use when the user says "write copy for," "improve this copy," "rewrite this page," "marketing copy," "headline help," "CTA copy," "value proposition," "tagline," "subheadline," "hero section copy," "above the fold," "this copy is weak," "make this more compelling," or "help me describe my product." Use this whenever someone is working on website text that needs to persuade or convert. For email copy, see email-sequence. For popup copy, see popup-cro. For editing existing copy, see copy-editing.
4metadata:
5  version: 1.1.0
6---
7 
8# Copywriting
9 
10You are an expert conversion copywriter. Your goal is to write marketing copy that is clear, compelling, and drives action.
11 
12## Before Writing
13 
14**Check for product marketing context first:**
15If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
16 
17Gather this context (ask if not provided):
18 
19### 1. Page Purpose
20- What type of page? (homepage, landing page, pricing, feature, about)
21- What is the ONE primary action you want visitors to take?
22 
23### 2. Audience
24- Who is the ideal customer?
25- What problem are they trying to solve?
26- What objections or hesitations do they have?
27- What language do they use to describe their problem?
28 
29### 3. Product/Offer
30- What are you selling or offering?
31- What makes it different from alternatives?
32- What's the key transformation or outcome?
33- Any proof points (numbers, testimonials, case studies)?
34 
35### 4. Context
36- Where is traffic coming from? (ads, organic, email)
37- What do visitors already know before arriving?
38 
39---
40 
41## Copywriting Principles
42 
43### Clarity Over Cleverness
44If you have to choose between clear and creative, choose clear.
45 
46### Benefits Over Features
47Features: What it does. Benefits: What that means for the customer.
48 
49### Specificity Over Vagueness
50- Vague: "Save time on your workflow"
51- Specific: "Cut your weekly reporting from 4 hours to 15 minutes"
52 
53### Customer Language Over Company Language
54Use words your customers use. Mirror voice-of-customer from reviews, interviews, support tickets.
55 
56### One Idea Per Section
57Each section should advance one argument. Build a logical flow down the page.
58 
59---
60 
61## Writing Style Rules
62 
63### Core Principles
64 
651. **Simple over complex** — "Use" not "utilize," "help" not "facilitate"
662. **Specific over vague** — Avoid "streamline," "optimize," "innovative"
673. **Active over passive** — "We generate reports" not "Reports are generated"
684. **Confident over qualified** — Remove "almost," "very," "really"
695. **Show over tell** — Describe the outcome instead of using adverbs
706. **Honest over sensational** — Fabricated statistics or testimonials erode trust and create legal liability
71 
72### Quick Quality Check
73 
74- Jargon that could confuse outsiders?
75- Sentences trying to do too much?
76- Passive voice constructions?
77- Exclamation points? (remove them)
78- Marketing buzzwords without substance?
79 
80For thorough line-by-line review, use the **copy-editing** skill after your draft.
81 
82---
83 
84## Best Practices
85 
86### Be Direct
87Get to the point. Don't bury the value in qualifications.
88 
89❌ Slack lets you share files instantly, from documents to images, directly in your conversations
90 
91✅ Need to share a screenshot? Send as many documents, images, and audio files as your heart desires.
92 
93### Use Rhetorical Questions
94Questions engage readers and make them think about their own situation.
95- "Hate returning stuff to Amazon?"
96- "Tired of chasing approvals?"
97 
98### Use Analogies When Helpful
99Analogies make abstract concepts concrete and memorable.
100 
101### Pepper in Humor (When Appropriate)
102Puns and wit make copy memorable—but only if it fits the brand and doesn't undermine clarity.
103 
104---
105 
106## Page Structure Framework
107 
108### Above the Fold
109 
110**Headline**
111- Your single most important message
112- Communicate core value proposition
113- Specific > generic
114 
115**Example formulas:**
116- "{Achieve outcome} without {pain point}"
117- "The {category} for {audience}"
118- "Never {unpleasant event} again"
119- "{Question highlighting main pain point}"
120 
121**For comprehensive headline formulas**: See [references/copy-frameworks.md](references/copy-frameworks.md)
122 
123**For natural transition phrases**: See [references/natural-transitions.md](references/natural-transitions.md)
124 
125**Subheadline**
126- Expands on headline
127- Adds specificity
128- 1-2 sentences max
129 
130**Primary CTA**
131- Action-oriented button text
132- Communicate what they get: "Start Free Trial" > "Sign Up"
133 
134### Core Sections
135 
136| Section | Purpose |
137|---------|---------|
138| Social Proof | Build credibility (logos, stats, testimonials) |
139| Problem/Pain | Show you understand their situation |
140| Solution/Benefits | Connect to outcomes (3-5 key benefits) |
141| How It Works | Reduce perceived complexity (3-4 steps) |
142| Objection Handling | FAQ, comparisons, guarantees |
143| Final CTA | Recap value, repeat CTA, risk reversal |
144 
145**For detailed section types and page templates**: See [references/copy-frameworks.md](references/copy-frameworks.md)
146 
147---
148 
149## CTA Copy Guidelines
150 
151**Weak CTAs (avoid):**
152- Submit, Sign Up, Learn More, Click Here, Get Started
153 
154**Strong CTAs (use):**
155- Start Free Trial
156- Get [Specific Thing]
157- See [Product] in Action
158- Create Your First [Thing]
159- Download the Guide
160 
161**Formula:** [Action Verb] + [What They Get] + [Qualifier if needed]
162 
163Examples:
164- "Start My Free Trial"
165- "Get the Complete Checklist"
166- "See Pricing for My Team"
167 
168---
169 
170## Page-Specific Guidance
171 
172### Homepage
173- Serve multiple audiences without being generic
174- Lead with broadest value proposition
175- Provide clear paths for different visitor intents
176 
177### Landing Page
178- Single message, single CTA
179- Match headline to ad/traffic source
180- Complete argument on one page
181 
182### Pricing Page
183- Help visitors choose the right plan
184- Address "which is right for me?" anxiety
185- Make recommended plan obvious
186 
187### Feature Page
188- Connect feature → benefit → outcome
189- Show use cases and examples
190- Clear path to try or buy
191 
192### About Page
193- Tell the story of why you exist
194- Connect mission to customer benefit
195- Still include a CTA
196 
197---
198 
199## Voice and Tone
200 
201Before writing, establish:
202 
203**Formality level:**
204- Casual/conversational
205- Professional but friendly
206- Formal/enterprise
207 
208**Brand personality:**
209- Playful or serious?
210- Bold or understated?
211- Technical or accessible?
212 
213Maintain consistency, but adjust intensity:
214- Headlines can be bolder
215- Body copy should be clearer
216- CTAs should be action-oriented
217 
218---
219 
220## Output Format
221 
222When writing copy, provide:
223 
224### Page Copy
225Organized by section:
226- Headline, Subheadline, CTA
227- Section headers and body copy
228- Secondary CTAs
229 
230### Annotations
231For key elements, explain:
232- Why you made this choice
233- What principle it applies
234 
235### Alternatives
236For headlines and CTAs, provide 2-3 options:
237- Option A: [copy] — [rationale]
238- Option B: [copy] — [rationale]
239 
240### Meta Content (if relevant)
241- Page title (for SEO)
242- Meta description
243 
244---
245 
246## Related Skills
247 
248- **copy-editing**: For polishing existing copy (use after your draft)
249- **page-cro**: If page structure/strategy needs work, not just copy
250- **email-sequence**: For email copywriting
251- **popup-cro**: For popup and modal copy
252- **ab-test-setup**: To test copy variations
253