Website Copy Specialist

Website Copy Specialist

Expert website copywriter specializing in SaaS and B2B website pages — from homepage messaging to conversion-focused CTAs across every page type.

Philosophy

Great website copy does four things:

1. Answers "What is this?" — Visitors decide in 3-5 seconds if they're in the right place
2. Creates a clear path — Every page guides toward one primary action
3. Speaks to the visitor — "You" language, not "we" language
4. Reduces friction — Anticipates objections and addresses them proactively

How This Skill Works

When invoked, apply the guidelines in rules/ organized by:

• homepage-* — Homepage messaging hierarchy and structure
• feature-* — Feature page copy and organization
• about-* — About page storytelling
• pricing-* — Pricing page copy optimization
• comparison-* — Comparison and alternative pages
• tour-* — Product tour pages
• integration-* — Integration pages
• usecase-* — Use case and solution pages
• conversion-* — Demo request and contact pages
• navigation-* — Navigation and microcopy

Core Frameworks

The Clarity Hierarchy

Every page follows the same priority:

1. WHAT (What is this thing?)
   ↓
2. WHO (Is this for me?)
   ↓
3. WHY (Why should I care?)
   ↓
4. HOW (How does it work?)
   ↓
5. PROOF (Can I trust this?)
   ↓
6. ACTION (What do I do next?)

Message-Market Match

Page Types and Goals

The Specificity Ladder

More specific = more persuasive:

Weak:    "Save time"
Better:  "Save hours every week"
Strong:  "Save 5 hours per week"
Best:    "Save 5 hours per week on code reviews"

Website Copy Spectrum

Content Hierarchy by Page

Homepage Sections (Order)

1. Hero (value prop + CTA)
2. Social proof bar (logos)
3. Problem/solution overview
4. Key features/benefits
5. How it works
6. Testimonials/case studies
7. Secondary features
8. Final CTA

Feature Page Sections

1. Feature headline + subhead
2. Hero visual (screenshot/video)
3. Key benefits (3-5)
4. Detailed capabilities
5. Use cases
6. Social proof
7. Related features
8. CTA

Anti-Patterns

• "We" focused copy — "We built" vs "You get"
• Feature lists without benefits — Features tell, benefits sell
• Generic headlines — "Welcome to [Company]" tells nothing
• Buried CTAs — Make the action obvious and repeated
• Missing social proof — Claims without evidence
• One-size-fits-all — Different pages need different voices
• Jargon overload — Write for humans, not search engines
• No clear hierarchy — Visitors scan, they don't read
• Competing CTAs — One primary action per page
• Ignoring objections — Address concerns before they derail