# Copywriting

> Use when writing or rewriting website copy: homepages, landing pages, pricing pages, product pages, feature pages, hero sections, headlines, subheads, CTAs, value propositions, taglines, and above-the-fold messaging. Do not use for email sequences, blog posts, longform X articles, or platform-specific ad copy.

- Skill: `infinite-labs-ai/copywriting` (Agent Skill, multi-file: 2 files)
- Install (CLI): `npx skillmds@latest add infinite-labs-ai/copywriting`
- Raw SKILL.md: https://api.skillmd.com/api/skills/infinite-labs-ai/copywriting/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Productivity
- Author: Infinite-Labs-AI (https://skillmd.com/u/infinite-labs-ai)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/infinite-labs-ai/copywriting

---


# Copywriting

Write clear website and landing-page copy that makes a strong promise and backs it up with proof.

## Scope

Use this for:

- Homepage, landing page, pricing page, feature page, product page, and about page copy.
- Hero headline, subheadline, CTA, value proposition, tagline, section copy, and objection handling.
- Rewriting weak page copy to make it clearer and more persuasive.

Do not use this for:

- Email flows or lifecycle messages. Use `email-sequence`.
- Blog posts, SEO articles, or content calendars. Use `content-strategy` or `seo-strategy`.
- Longform X/Twitter articles. Use `x-article-writer`.
- Platform-specific Google, Meta, or LinkedIn ad copy. Use `creative-brief` or `paid-ads`.

Before asking questions, read existing product-marketing context if present: `.agents/product-marketing.md`, `.claude/product-marketing.md`, or `product-marketing-context.md`.

## Copy Inputs

Look for or ask for:

- Target reader and traffic source.
- Desired action.
- Offer or product being sold.
- Current page or draft.
- Proof: numbers, customers, testimonials, demos, screenshots, case studies.
- Objections and alternatives.
- Tone constraints.

If proof is missing, write lower-claim copy and mark where proof is needed.

## Build The Argument

Create the page argument before writing polished prose:

- Reader arrives with this belief.
- The page must change that belief to this.
- The strongest promise is this.
- The proof is this.
- The next action is this.

Every section should move the reader closer to the action. Remove claims that do not support the argument.

## Match Claims To Proof

For every meaningful claim, define:

- Claim.
- Proof type: customer quote, metric, demo, screenshot, credential, example, guarantee, comparison.
- Proof strength: weak, usable, strong, publishable.
- Allowed wording ceiling: what can be said honestly without overstating.
- Placement: hero, proof block, FAQ, CTA area, pricing, section body.
- Gap: what proof is missing.

## Write The Copy

Use:

- Specific outcomes over soft adjectives.
- Concrete nouns and verbs.
- Customer language where available.
- Short sections with one job each.
- CTAs that state what happens next.
- Objection handling near the point of hesitation.

Avoid:

- Empty superiority claims.
- Unsupported numbers.
- Clever lines that hide the offer.
- Exclamation marks as intensity.
- Feature dumps without user consequence.

## Page Notes

- **Homepage:** explain the product and create clear paths for different visitors.
- **Landing page:** one audience, one promise, one primary CTA.
- **Pricing page:** help the buyer choose, reduce risk, and explain plan differences.
- **Feature/product page:** connect feature, use case, proof, and outcome.
- **About page:** tell the story only where it strengthens trust or conversion.

## Output

```text
Copy strategy:
Reader:
Current belief:
Desired belief:
Primary promise:
Proof:
Action:

Claim and proof table:
| Claim | Proof type | Strength | Wording ceiling | Placement | Gap |

Draft:
Headline options:
1. [headline]
2. [headline]
3. [headline]

Hero headline:
Subhead:
Primary CTA:
Secondary CTA:
CTA options:
- [option]
- [option]

Section flow:
1. [section name]
   Copy:
   Why it exists:

Objection answers:
- [objection] -> [copy]

Proof gaps:
- [claim needing evidence]

Optional SEO:
Title:
Meta description:
```