copywriting

name	copywriting
description	Use when writing or rewriting website copy: homepages, landing pages, pricing pages, product pages, feature pages, hero sections, headlines, subheads, CTAs, value propositions, taglines, and above-the-fold messaging. Do not use for email sequences, blog posts, longform X articles, or platform-specific ad copy.

Copywriting

Write clear website and landing-page copy that makes a strong promise and backs it up with proof.

Scope

Use this for:

• Homepage, landing page, pricing page, feature page, product page, and about page copy.
• Hero headline, subheadline, CTA, value proposition, tagline, section copy, and objection handling.
• Rewriting weak page copy to make it clearer and more persuasive.

Do not use this for:

• Email flows or lifecycle messages. Use email-sequence.
• Blog posts, SEO articles, or content calendars. Use content-strategy or seo-strategy.
• Longform X/Twitter articles. Use x-article-writer.
• Platform-specific Google, Meta, or LinkedIn ad copy. Use creative-brief or paid-ads.

Before asking questions, read existing product-marketing context if present: .agents/product-marketing.md, .claude/product-marketing.md, or product-marketing-context.md.

Copy Inputs

Look for or ask for:

• Target reader and traffic source.
• Desired action.
• Offer or product being sold.
• Current page or draft.
• Proof: numbers, customers, testimonials, demos, screenshots, case studies.
• Objections and alternatives.
• Tone constraints.

If proof is missing, write lower-claim copy and mark where proof is needed.

Build The Argument

Create the page argument before writing polished prose:

• Reader arrives with this belief.
• The page must change that belief to this.
• The strongest promise is this.
• The proof is this.
• The next action is this.

Every section should move the reader closer to the action. Remove claims that do not support the argument.

Match Claims To Proof

For every meaningful claim, define:

• Claim.
• Proof type: customer quote, metric, demo, screenshot, credential, example, guarantee, comparison.
• Proof strength: weak, usable, strong, publishable.
• Allowed wording ceiling: what can be said honestly without overstating.
• Placement: hero, proof block, FAQ, CTA area, pricing, section body.
• Gap: what proof is missing.

Write The Copy

Use:

• Specific outcomes over soft adjectives.
• Concrete nouns and verbs.
• Customer language where available.
• Short sections with one job each.
• CTAs that state what happens next.
• Objection handling near the point of hesitation.

Avoid:

• Empty superiority claims.
• Unsupported numbers.
• Clever lines that hide the offer.
• Exclamation marks as intensity.
• Feature dumps without user consequence.

Page Notes

• Homepage: explain the product and create clear paths for different visitors.
• Landing page: one audience, one promise, one primary CTA.
• Pricing page: help the buyer choose, reduce risk, and explain plan differences.
• Feature/product page: connect feature, use case, proof, and outcome.
• About page: tell the story only where it strengthens trust or conversion.

Output

Copy strategy:
Reader:
Current belief:
Desired belief:
Primary promise:
Proof:
Action:

Claim and proof table:
| Claim | Proof type | Strength | Wording ceiling | Placement | Gap |

Draft:
Headline options:
1. [headline]
2. [headline]
3. [headline]

Hero headline:
Subhead:
Primary CTA:
Secondary CTA:
CTA options:
- [option]
- [option]

Section flow:
1. [section name]
   Copy:
   Why it exists:

Objection answers:
- [objection] -> [copy]

Proof gaps:
- [claim needing evidence]

Optional SEO:
Title:
Meta description: