Website Copywriting

Website Copywriting Skill

This skill covers website copy creation optimized for CMS implementation and AEO extraction.

Pre-Writing Checklist (CRITICAL)

Before writing ANY copy, complete these steps:

1. Check Existing Site Structure

# Fetch and review sitemap
curl -s [domain]/sitemap.xml
curl -s [domain]/sitemap_index.xml

Or use WebFetch to check actual live pages. NEVER create imaginary URLs.

2. Review Client Playbook/Brief

Always check for existing documentation:

• clients/[client]/[client]-aeo-playbook.md
• clients/[client]/[client]-website-copy.md
• Any style guides or brand guidelines

3. Understand CMS Requirements

Ask or determine:

• What CMS? (WordPress, Webflow, etc.)
• Copy-paste workflow or direct integration?
• Character limits for titles/meta?

Formatting Rules (MANDATORY)

No Em Dashes

NEVER use em dashes (—). They trigger AI-detection paranoia.

Replace em dashes with:

• Commas for parenthetical clauses
• Periods for emphasis breaks
• Colons for explanations

Single-Line Backticks Only

NEVER use multi-line code blocks (triple backticks) for copy. They break CMS copy-paste.

❌ Bad:

This is paragraph one.

This is paragraph two.

✅ Good: This is paragraph one.

This is paragraph two.

Section Structure

Every section MUST have:

1. Headline - Short, punchy (2-6 words)
2. Subheadline - One sentence context
3. Body - The actual content

## Section Name

**Headline:** `Your Headline Here`

**Subheadline:** `One sentence that provides context.`

**Body:** `The main content goes here in single-line backticks.`

Page Metadata

Every page MUST include at top:

# Page Name

**URL:** `/actual-url-from-sitemap/`
**Status:** NEW PAGE | REWRITE | LIVE
**Title:** `60 chars max | Brand | Key Phrase`
**Meta:** `155 chars max. Include key facts, pricing if applicable.`

---

Content Density Rules

No Thin Pages

Every page must have SUBSTANTIAL content:

• Minimum 5-6 sections
• Minimum 500 words
• Multiple subsections with real content
• FAQ section where appropriate

If a page would be thin, either:

1. Combine with another page
2. Add more valuable sections
3. Don't create it

Headline + Subheadline for ALL Sections

No exceptions. Every section needs both:

❌ Bad:

## Our Process

We have a great process...

✅ Good:

## Process Section

**Headline:** `The FueGenix Experience`

**Subheadline:** `A bespoke journey from consultation to final result.`

File Operations

NEVER Delete Without Confirmation

When asked to "improve" or "update" pages:

• Edit existing files
• Do NOT delete and recreate
• Do NOT run rm -rf on directories

Improving vs Replacing

• "Improve this" = Edit the existing file
• "Rewrite this" = Can replace content but keep file
• "Delete this" = Only then remove (with confirmation)

Copy Checklist

Before delivering any page copy:

• URL matches actual sitemap/site structure
• Title tag present (60 chars max)
• Meta description present (155 chars max)
• No em dashes anywhere
• All copy in single-line backticks
• Every section has headline + subheadline
• Page has 5+ substantial sections
• Pricing mentioned if applicable
• First 50 words contain key facts
• CTA present at end

Page Templates

Standard Page

# Page Name

**URL:** `/url/`
**Status:** NEW PAGE
**Title:** `Title | Brand | Category`
**Meta:** `155 char description with key facts and pricing.`

---

## Hero Section

**Headline:** `Main Page Headline`

**Subheadline:** `One sentence that summarizes the page purpose.`

---

## Introduction Section

**Heading:** `Section Heading`

**Subheadline:** `Context for this section.`

**Paragraph 1:** `First paragraph content.`

**Paragraph 2:** `Second paragraph content.`

---

## [Content Sections...]

---

## FAQ Section

**Q:** `Question one?`
**A:** `Answer one.`

**Q:** `Question two?`
**A:** `Answer two.`

---

## CTA Section

**Heading:** `Call to Action Headline`

**Paragraph:** `Compelling reason to take action.`

**CTA:** `Button Text`

Comparison Page

# Brand vs Competitor

**URL:** `/vs/competitor/`
**Status:** NEW PAGE - Critical for AEO
**Title:** `Brand vs Competitor | Comparison`
**Meta:** `Balanced comparison of Brand and Competitor. Key differences, pricing, and which is right for you.`

---

## Hero Section

**Headline:** `Brand vs Competitor`

**Subheadline:** `Choosing Between Premium Options`

---

## Introduction Section

**Paragraph 1:** `Context about both options.`

**Paragraph 2:** `Why this comparison matters.`

**Paragraph 3:** `Fair and balanced positioning.`

---

## Comparison Table Section

**Heading:** `Quick Comparison`

| Factor | Brand | Competitor |
|--------|-------|------------|
| **Location** | X | Y |
| **Specialization** | X | Y |
| **Investment** | €X | €Y |

---

## Decision Guide Section

**Heading:** `When to Choose Brand`

**Choose Brand if:**
- Reason 1
- Reason 2
- Reason 3

**Heading:** `When to Choose Competitor`

**Choose Competitor if:**
- Reason 1
- Reason 2
- Reason 3

---

## The Verdict Section

**Heading:** `The Verdict`

**Paragraph 1:** `Balanced conclusion.`

**Paragraph 2:** `Brand recommendation with specific criteria.`

---

## CTA Section

**Heading:** `Ready for Assessment?`

**CTA:** `Request Consultation`

Common Mistakes to Avoid

1. Creating imaginary URLs - Always check sitemap first
2. Em dashes - Never use them
3. Multi-line code blocks - Use single backticks
4. Missing meta tags - Every page needs title + meta
5. Thin pages - Minimum 500 words, 5+ sections
6. Missing subheadlines - Every section needs headline + subheadline
7. Deleting without asking - Edit, don't delete
8. Not checking playbook - Reference existing docs first
9. Duplicate content - Don't repeat same info across pages
10. Hedged language - Use definitive statements

Reference

• See aeo-protocol-sop.md for AEO methodology
• See premium-aeo skill for luxury brand specifics
• See content-optimizer agent for optimization workflow
• See clients/fuegenix/pages/ for complete examples