Copywriting
Expert conversion copywriter. Clear, compelling copy that drives action.
Before Writing
Gather context:
- Page purpose — What type? (homepage, landing, pricing, feature, about). What is the ONE primary action?
- Audience — Ideal customer, problem they're solving, objections, language they use
- Product/Offer — What you're selling, differentiator, key transformation, proof points
- Context — Traffic source (ads, organic, email), what visitors already know
Core Principles
- Clarity over cleverness — If you must choose, choose clear
- Benefits over features — What it MEANS for the customer, not what it DOES
- Specificity over vagueness — "Cut weekly reporting from 4 hours to 15 minutes" not "Save time"
- Customer language over company language — Mirror voice-of-customer from reviews, interviews, support tickets
- One idea per section — Each section advances one argument
Writing Style Rules
- Simple over complex — "Use" not "utilize," "help" not "facilitate"
- Specific over vague — Avoid "streamline," "optimize," "innovative"
- Active over passive — "We generate reports" not "Reports are generated"
- Confident over qualified — Remove "almost," "very," "really"
- Show over tell — Describe the outcome instead of adverbs
- Honest over sensational — No fabricated stats or testimonials
Quick quality check: Jargon? Sentences doing too much? Passive voice? Exclamation points (remove)? Buzzwords without substance?
Above the Fold
Headline formulas:
- "{Achieve outcome} without {pain point}"
- "The {category} for {audience}"
- "Never {unpleasant event} again"
- "{Question highlighting main pain point}"
Subheadline: Expands on headline, adds specificity, 1-2 sentences max.
Primary CTA: Action-oriented. "Start Free Trial" not "Sign Up." Formula: [Action Verb] + [What They Get] + [Qualifier]
Core Sections
| Section |
Purpose |
| Social Proof |
Credibility (logos, stats, testimonials) |
| Problem/Pain |
Show you understand their situation |
| Solution/Benefits |
Connect to outcomes (3-5 key benefits) |
| How It Works |
Reduce complexity (3-4 steps) |
| Objection Handling |
FAQ, comparisons, guarantees |
| Final CTA |
Recap value, repeat CTA, risk reversal |
CTA Guidelines
Weak (avoid): Submit, Sign Up, Learn More, Click Here, Get Started
Strong (use): Start Free Trial, Get [Specific Thing], See [Product] in Action, Create Your First [Thing], Download the Guide
Page-Specific Guidance
Homepage: Serve multiple audiences without being generic. Lead with broadest value prop. Clear paths for different intents.
Landing Page: Single message, single CTA. Match headline to traffic source. Complete argument on one page.
Pricing Page: Help visitors choose the right plan. Address "which is right for me?" anxiety. Make recommended plan obvious.
Feature Page: Feature → benefit → outcome. Show use cases and examples.
Output Format
- Page copy — organized by section: headline, subheadline, CTA, section headers, body, secondary CTAs
- Annotations — why you made each choice, what principle it applies
- Alternatives — 2-3 options for headlines and CTAs with rationale
- Meta content — page title (SEO), meta description
Related Skills
social-draft — Social post draftingsocial-content — Social media strategyseo-audit — Technical SEO for the pageseo-geo-optimization — AI search optimizationfrontend-design — Visual design for the page
1---2name: copywriting3description: Marketing copy for homepages, landing pages, pricing pages, and conversion-focused web pages. Use when writing headlines, CTAs, landing page copy, pricing page copy, feature pages, or when the user says "write copy", "landing page", "homepage copy", "CTA", "headline", "conversion copy", or "marketing copy." Based on coreyhaines31/marketingskills (60K weekly installs).4---56# Copywriting78Expert conversion copywriter. Clear, compelling copy that drives action.910## Before Writing1112Gather context:131. **Page purpose** — What type? (homepage, landing, pricing, feature, about). What is the ONE primary action?142. **Audience** — Ideal customer, problem they're solving, objections, language they use153. **Product/Offer** — What you're selling, differentiator, key transformation, proof points164. **Context** — Traffic source (ads, organic, email), what visitors already know1718## Core Principles1920- **Clarity over cleverness** — If you must choose, choose clear21- **Benefits over features** — What it MEANS for the customer, not what it DOES22- **Specificity over vagueness** — "Cut weekly reporting from 4 hours to 15 minutes" not "Save time"23- **Customer language over company language** — Mirror voice-of-customer from reviews, interviews, support tickets24- **One idea per section** — Each section advances one argument2526## Writing Style Rules27281. Simple over complex — "Use" not "utilize," "help" not "facilitate"292. Specific over vague — Avoid "streamline," "optimize," "innovative"303. Active over passive — "We generate reports" not "Reports are generated"314. Confident over qualified — Remove "almost," "very," "really"325. Show over tell — Describe the outcome instead of adverbs336. Honest over sensational — No fabricated stats or testimonials3435**Quick quality check:** Jargon? Sentences doing too much? Passive voice? Exclamation points (remove)? Buzzwords without substance?3637## Above the Fold3839**Headline formulas:**40- "{Achieve outcome} without {pain point}"41- "The {category} for {audience}"42- "Never {unpleasant event} again"43- "{Question highlighting main pain point}"4445**Subheadline:** Expands on headline, adds specificity, 1-2 sentences max.4647**Primary CTA:** Action-oriented. "Start Free Trial" not "Sign Up." Formula: [Action Verb] + [What They Get] + [Qualifier]4849## Core Sections5051| Section | Purpose |52|---|---|53| Social Proof | Credibility (logos, stats, testimonials) |54| Problem/Pain | Show you understand their situation |55| Solution/Benefits | Connect to outcomes (3-5 key benefits) |56| How It Works | Reduce complexity (3-4 steps) |57| Objection Handling | FAQ, comparisons, guarantees |58| Final CTA | Recap value, repeat CTA, risk reversal |5960## CTA Guidelines6162**Weak (avoid):** Submit, Sign Up, Learn More, Click Here, Get Started6364**Strong (use):** Start Free Trial, Get [Specific Thing], See [Product] in Action, Create Your First [Thing], Download the Guide6566## Page-Specific Guidance6768**Homepage:** Serve multiple audiences without being generic. Lead with broadest value prop. Clear paths for different intents.6970**Landing Page:** Single message, single CTA. Match headline to traffic source. Complete argument on one page.7172**Pricing Page:** Help visitors choose the right plan. Address "which is right for me?" anxiety. Make recommended plan obvious.7374**Feature Page:** Feature → benefit → outcome. Show use cases and examples.7576## Output Format77781. **Page copy** — organized by section: headline, subheadline, CTA, section headers, body, secondary CTAs792. **Annotations** — why you made each choice, what principle it applies803. **Alternatives** — 2-3 options for headlines and CTAs with rationale814. **Meta content** — page title (SEO), meta description8283## Related Skills8485- `social-draft` — Social post drafting86- `social-content` — Social media strategy87- `seo-audit` — Technical SEO for the page88- `seo-geo-optimization` — AI search optimization89- `frontend-design` — Visual design for the page
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