copywriting

name	copywriting
description	Use during Stage 6 (copy deck generation) of the website factory pipeline to write the complete site copy in one place under one consistent voice: every H1, body section, FAQ, owner story, service/offer page, location page, review summary, and CTA. The niche-specific voice grammar, locked phrases, CRO patterns, and section formulas come from the niche playbook written by Module 2D, this skill provides only the universal contract that every niche must satisfy.
allowed-tools	["Read","Write","Edit"]

Copywriting Skill

How this skill is customised

The factory ships niche-agnostic. The copywriting strategy that makes copy resonate with a specific niche (voice grammar, CRO patterns, owner story arc, locked CTAs, section formulas, review guardrails) is not in this file. It lives in:

templates/{active-niche-slug}/niche-playbook/copywriting.md

That file is generated by Module 2D (/build-niche-template) when the student picks their niche. Module 2D derives the framework from the top-of-niche research it scored in Stage 2D and from the strategy brief in Stage 5.

This SKILL.md defines only the universal contract that every niche's copywriting framework must satisfy: inputs, outputs, gates, file structure, and quality bar. The agent reads this file first, then loads templates/{slug}/niche-playbook/copywriting.md for the niche-specific voice and patterns.

If niche-playbook/copywriting.md is missing or empty, the agent halts with a clear error pointing the student back to Module 2D.

---

Purpose

Generate the complete copy artifact for the entire site before any building begins. Every visible piece of human-readable text, H1s, body copy, FAQs, reviews, CTAs, owner story, location pages, gets written here, in one place, under one consistent voice. The build agent (Stage 9) then renders it. No copy generation happens during build.

Inputs

Always loaded:

• clients/[Client Name]/Pipeline Data/research/research-data.json, business data
• clients/[Client Name]/Pipeline Data/research/research.json, narrative research
• clients/[Client Name]/Pipeline Data/strategy/sitemap.json, page tree + target keywords
• clients/[Client Name]/Pipeline Data/brand/brand-dna.json (if Stage 7 already ran)

Niche-specific framework:

• templates/{active-niche-slug}/niche-playbook/copywriting.md, voice grammar, CRO patterns, section formulas, locked phrases, owner story arc, review guardrails, FAQ patterns, banned vocabulary

Resonance data (if Stage 15 already ran):

• clients/[Client Name]/Pipeline Data/copy/social-resonance.json, structured themes pulled from local social discussion (pain points, trust signals, objections, local colour). The niche-playbook's copywriting.md defines which resonance signals shape which sections.

Output

Single file at end of Stage 6:

clients/[Client Name]/Pipeline Data/copy/copy-deck.md

Structured by page, then by section. Every page in the sitemap has its full copy. The build agent reads this file at Stage 9 and drops content in.

Universal gates (apply to every niche)

These hold regardless of what the niche playbook prescribes. The agent enforces them before declaring the stage complete.

1. Em-dash audit. Scan every paragraph for em-dashes (, or --). Replace every instance: split into two sentences (period), use a comma for a brief aside, or use a colon to introduce a list/elaboration. Zero em-dashes permitted in the delivered copy deck.
2. AI-vocab audit. Scan against references/copy/ai-vocab-blocklist.md (the universal factory-level blocklist). Any hit fails the gate. The niche playbook may add niche- specific bans on top.
3. Smart quotes. Curly quotes (" " and ' '), real en-dashes (–), real ellipsis (…) , never straight ASCII substitutes.
4. Tabular numerals. Prices, dates, statistics, and any aligned numeric column use font-variant-numeric: tabular-nums. The build agent applies the CSS; copy just needs to flag the numeric strings.
5. No fabrication. Never invent: certifications, years in business, customer counts, awards, owner credentials, locations served, financing terms, discounts. If research didn't surface it, the copy doesn't claim it.
6. Every page covered. Every page in sitemap.json has its full copy in the deck. Zero [BRACKET] placeholders survive.
7. Schema-valid output. The copy-deck adheres to references/schemas/copy-deck.schema.json (if present; otherwise free-form markdown by page).

Copy deck output format

# Copy Deck, {businessName}
Generated: {ISO_TIMESTAMP}
Voice: {voice tag from research}
Niche: {niche-slug}
Template: {template number and name from niche-playbook}

---

## Homepage

### Hero
- License badge: {brandDna.copy.heroEyebrow}
- H1: {brandDna.copy.heroHeadline}
- Sub-H1: {brandDna.copy.heroSubhead}
- Benefit chip 1: {...}
- Benefit chip 2: {...}
- Benefit chip 3: {...}

### Hero form
- Pre-headline: {brandDna.copy.formHeader}
- Submit button: {brandDna.copy.ctaPrimary}
- Privacy line: {brandDna.copy.formPrivacy}

[... continue for every section of every page in sitemap.json ...]

Process

1. Load niche framework. Read templates/{active-niche}/niche-playbook/copywriting.md. Halt if missing.
2. Load inputs. Research, sitemap, brand-dna (if present), social-resonance (if present).
3. Generate per page. For each page in sitemap.json, walk every section in the order the niche playbook specifies. Apply the voice grammar + section formula from the niche playbook. Inject real research data; never fabricate.
4. Apply resonance (if available). The niche playbook describes how to weave resonance signals into specific sections. Use top pain point in hero, top trust signals in reviews, top objections in sub-H1, local colour in body.
5. Run universal gates. Em-dash audit, AI-vocab audit, smart-quote pass, tabular-num audit, fabrication audit, placeholder audit.
6. Validate against schema if present.
7. Write copy-deck.md.

Failure modes

Scenario	Action
niche-playbook/copywriting.md missing	Halt. Tell user to run Module 2D.
Research data thin (no owner found, no reviews, etc.)	Generate what's possible; flag gaps explicitly in copy-deck metadata; never fabricate.
Voice tone conflict between brand-dna and niche playbook	Brand-dna's voice_register wins. The niche playbook's tone is the default; brand-dna can override.
AI-vocab hit at audit	Surface the offending sentence + suggested rewrite. Loop and regenerate.

What this skill does NOT do

• Does not generate copy without a niche playbook (no built-in default voice grammar)
• Does not write any niche-specific framework (Module 2D does that)
• Does not render the site (Stage 9 build agent does that)
• Does not generate or guess at quantified trust lines without source data in research.json

Cross-channel consistency

When the proposal agent (Stage 14) writes proposal copy, it must use the same voice that the niche playbook prescribes for the site copy. Both agents read the same niche-playbook/copywriting.md so the voice stays consistent across every client touchpoint.