content-writing

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, [phone].

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

1. State the page job: rank, educate, compare, prove, convert, reassure, onboard, or retain.
2. Stop if the audience, offer, or next action is unclear; return the decisions needed.
3. Build the message hierarchy: orientation, problem, promise, proof, process, objections, and next step.
4. Mine supplied customer language and business evidence; separate fact, claim, proof, and inference.
5. Draft headings and sections around reader questions using the message hierarchy framework.
6. Add proof close to the claim it supports and write CTA text that describes the next step.
7. Cover empty, error, confirmation, and reassurance copy for relevant forms or interactions.
8. Edit for clarity, rhythm, scannability, regional language, and the genuine-writing gate.
9. 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

• Legacy detailed guidance for preserved writing patterns.
• Message hierarchy framework for page-level sequencing.
• Reader empathy and voice of customer for objections and buyer language.
• UX writing pattern library for interface states.
• Business vocabulary for precise commercial language.
• Website page writing patterns for premium page types.
• Human English and reader-centred craft for reader-fit register, grammar, collocation, rhythm, and proof/read-aloud.

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.