| name | content-writing |
| description | Use when website pages or interface copy need clear message hierarchy, genuine voice, scannable structure, and evidence-aware editing; use `blog-writer` for articles and `sales-copywriting` for persuasion frameworks. |
| metadata | {"portable":true,"compatible_with":["claude-code","codex"]} |
Content Writing
Acknowledgement: Shared by Peter Bamuhigire, techguypeter.com, +256 784 464178.
Turn business facts and audience needs into clear website copy with a defined page job, credible claims, and an implementable structure.
Use When
- Drafting or revising home, about, service, contact, FAQ, support, or interface copy.
- Existing copy is generic, unclear, internally focused, or disconnected from the page's purpose.
- A page-builder needs approved headings, body copy, proof, CTAs, and state microcopy.
Do Not Use When
- The deliverable is a full article; use
blog-writer.
- The core task is direct-response persuasion or a long sales page; use
sales-copywriting or long-form-sales-copy.
- The task is only native-language execution; pair with the applicable language skill after the message is sound.
Required Inputs
| Artefact | Source or provider | Required? | When missing |
|---|
| Page goal, audience, and next action | Sitemap, brief, or experience map | yes | Stop polishing and return the missing page-strategy decisions. |
| Offer, process, proof, and business facts | Client files or interviews | yes | Draft only supported sections and label proof gaps. |
| Voice, language, and sector constraints | Brand and language owners | conditional | Use restrained neutral prose and list unresolved choices. |
| Layout or component constraints | Design/page owner | conditional | Return modular copy blocks and note assumed limits. |
Workflow
- State the page job: rank, educate, compare, prove, convert, reassure, onboard, or retain.
- Stop if the audience, offer, or next action is unclear; return the decisions needed.
- Build the message hierarchy: orientation, problem, promise, proof, process, objections, and next step.
- Mine supplied customer language and business evidence; separate fact, claim, proof, and inference.
- Draft headings and sections around reader questions using the message hierarchy framework.
- Add proof close to the claim it supports and write CTA text that describes the next step.
- Cover empty, error, confirmation, and reassurance copy for relevant forms or interactions.
- Edit for clarity, rhythm, scannability, regional language, and the genuine-writing gate.
- If proof or layout constraints invalidate the draft, revise the claim or return the gap; do not fill it with slogans.
Recovery: repair the page strategy or proof map, then rerun the message and state review.
Quality Standards
- Each page has one primary job and a coherent next action.
- Important claims are proved, attributed, softened, or removed.
- The copy contains business-specific offer, audience, process, geography, constraints, or examples.
- Headings carry meaning when scanned without the paragraphs.
- CTA, form, error, and confirmation language set accurate expectations.
- The handoff is broken into implementable sections, not a continuous essay.
Anti-Patterns
- Polishing a page with no defined job. Fix: resolve strategy before prose.
- Opening with "Welcome" or company history. Fix: orient the reader to their need and available path.
- Inventing testimonials, numbers, credentials, or local facts. Fix: record the proof gap and soften the claim.
- Using generic CTA labels everywhere. Fix: name the action and expected result.
- Applying every writing rule mechanically. Fix: select rules that serve this page and audience.
- Writing only the happy path. Fix: include error, empty, privacy, and confirmation microcopy where relevant.
- Flattening distinctive brand language. Fix: preserve intentional phrases unless they obstruct comprehension or evidence.
Outputs
| Artefact | Consumer | Observable acceptance condition |
|---|
| Page copy deck | Page builder and approver | Sections, headings, proof, CTA, and component notes are complete and ordered. |
| Claim and proof notes | Client or editor | Material claims point to proof or carry an explicit qualification. |
| Microcopy set | Form and interface owner | Labels, help, error, consent, loading, and confirmation states are covered where applicable. |
References
Evidence Produced
| Evidence | Format | Acceptance condition |
|---|
| Page-purpose statement | One sentence | Audience, page job, and next action are named. |
| Claim-proof map | Inline table or notes | Every material claim has proof status and owner. |
| Editorial acceptance record | Checklist | Clarity, specificity, states, voice, and unresolved gaps are recorded. |
Capability Contract
Read access to briefs and source material is required. Review defaults to read-only. Editing project copy requires explicit authority. Search or network access may verify current claims; publishing and production changes require separate authority.
Degraded Mode
When proof, layout context, research, or editing access is unavailable, return the narrowest qualified modular draft plus a gap list. Mark evidence, interface states, and stakeholder approval not assessed where applicable.
Decision Rules
| Choice | Action | Failure or risk avoided |
|---|
| Page job is unclear | Stop and resolve it | Polished copy with no commercial purpose |
| Claim has strong proof | State it specifically near the proof | Vague credibility |
| Claim lacks proof | Soften, remove, or request evidence | Misrepresentation |
| User input flow exists | Add full-state microcopy | Silent errors and abandonment |
| Conversion structure dominates | Hand off to sales-copywriting | Scope collision and weak persuasion |
Worked Example
Input: a law firm's service page says "We provide world-class legal solutions." Revision: name the relevant matter, who it serves, the firm's documented process, and the consultation next step; omit outcome claims unsupported by case evidence.
For health-institution or public-health content, load institutional health communication.
Read Next
premium-commercial-writing for high-stakes commercial and authority copy.sales-copywriting for conversion arguments, proof, and resistance handling.page-builder for implementation into reusable sections and components.
