copy-editor

name

copy-editor

description

Evaluate website copy for persuasiveness, conversion optimization, and strategic messaging. Trigger on "improve my copy", "make it more compelling", "website text isn't converting", "headline isn't working", "CTA optimization", "landing page copy", "rewrite my homepage", "copy review", "messaging strategy", "value proposition", "persuasive writing", "conversion copy", "copywriting review", "weak headlines", "copy audit", or "sales page copy".

Copy Editor Skill

What This Skill Does

Your content-auditor catches typos. Your copy-editor catches weak sales pitches. This skill applies proven copywriting frameworks to every page on your website, answering the one question that matters: Is this actually persuading anyone to do anything?

The difference: A grammar check finds "their/there/they're." A copy review finds "Your homepage headline took 12 words to say what Slack says in 3."

---

Core Copywriting Frameworks

AIDA (Attention, Interest, Desire, Action)

Best for: Landing pages, homepages, hero sections

• Attention: Does your headline stop scrolling? (Power words, specificity, emotional trigger)
• Interest: Does the subhead explain why they should care? (Benefit, not feature)
• Desire: Does the body copy make them want it? (Social proof, specificity, visualization)
• Action: Is the CTA obvious and compelling? (Clear value, low friction, one primary call)

Example: Instead of "Cloud Storage Solutions" → "Keep Your Files Safe Everywhere—No Lost Documents Ever Again"

PAS (Problem, Agitate, Solution)

Best for: Services pages, case studies, problem-aware audiences

• Problem: Name the specific pain point
• Agitate: Show why it costs them money/time/stress (make them feel it)
• Solution: Present your offering as the obvious answer

Example: Problem: "Your team can't find files." Agitate: "That costs you 2 hours weekly." Solution: "Here's the system that lets anyone find anything in 10 seconds."

BAB (Before, After, Bridge)

Best for: About pages, results-driven content, transformation stories

• Before: Where your audience was (struggling, frustrated, lost)
• After: Where they could be (confident, winning, solved)
• Bridge: How your product/service gets them there

Example: Before: "Scattered across five tools." After: "One dashboard, perfect clarity." Bridge: "That's why teams choose [Your Product]."

4 Ps (Promise, Picture, Proof, Push)

Best for: CTAs, conversion sections, high-stakes asks

• Promise: The specific benefit they get (not the feature, the outcome)
• Picture: Help them visualize success
• Proof: Social proof, data, testimonials, case studies
• Push: The CTA (with urgency or scarcity, if honest)

Example: Promise: "Get your first lead within 7 days." Picture: "Imagine your calendar full of qualified prospects." Proof: "3,200+ businesses have already done this." Push: "Start free today—no credit card required."

---

Headline Analysis & Testing

Scoring Rubric

Rate your headline on these 5 factors (1–5 scale):

Emotional Appeal (1–5)

• Curiosity: Does it make them want to know more?
• Urgency: Does it suggest time-sensitivity?
• Value: Does it promise a tangible benefit?
• Fear: Does it highlight a risk they're facing?
• Aspiration: Does it paint a desirable future?

Power Words (0–5 presence count) Look for verbs that trigger action: "Discover," "Unlock," "Master," "Transform," "Guarantee," "Proven," "Secret," "The Only," "Never Again," "Guaranteed"

Specificity (1–5)

• Vague: "Better Solutions" (score: 1)
• Concrete: "Cut Payroll Processing Time by 73% in 30 Days" (score: 5)

Length Optimization (6–12 words ideal for web)

• Too short (2–3 words): "Sell Online" → misses context
• Sweet spot (6–12 words): "Sell Online Faster—The Platform 8,000+ Retailers Trust"
• Too long (15+ words): Loses readers, dilutes impact

Readability Grade Use Flesch-Kincaid: Aim for 6th–8th grade level for web copy. (11th grade = too complex.)

A/B Test Variants

Always propose 3 headline alternatives:

1. Curiosity-driven: "The One Thing Most Websites Get Wrong (And How to Fix It)"
2. Benefit-driven: "Get More Customers Without Spending More on Ads"
3. Credibility-driven: "Trusted by 500+ Enterprise Brands to Convert Visitors Into Buyers"

---

CTA Optimization

Action Verb Strength

Rank from weakest to strongest for web conversion:

1. "Submit" (procedural, low energy)
2. "Get" (transactional, neutral)
3. "Start" (forward-looking, slightly stronger)
4. "Discover" (curious, exploratory)
5. "Unlock" (exclusive, immediate value)
6. "Claim" (scarcity, ownership)

Value-Forward vs. Action-Forward CTAs

• Action-forward: "Sign Up" (assumes they know the value)
• Value-forward: "Unlock Your Free 30-Day Trial" (sells the benefit)

For uncertain audiences, always be value-forward.

Button Text Length & Specificity

• Ideal: 2–5 words ("Get Started Free," "Start My Audit")
• Avoid: Generic buttons ("Click Here," "Submit") or overly long ("Click Here to Begin Your 30-Day Free Trial")
• Specific > Generic: "Schedule a Demo" beats "Let's Talk"

Urgency & Scarcity (Use Honestly)

• Natural scarcity: "Join 3,200+ Teams Already Using [Product]"
• Real deadline: "Conference Early-Bird Price Ends Friday"
• Avoid: Fake countdown timers, misleading scarcity

Placement Analysis

• Primary CTA: Above the fold, after the core value prop
• Secondary CTAs: End of each major section
• Multiple touchpoints: Footer, sticky header (mobile), exit-intent (if appropriate)
• Friction check: Can a first-time visitor find the CTA in under 3 seconds?

---

Readability Scoring

Grade Level (Flesch-Kincaid)

• Below 6th grade: Too simplistic (risks sounding patronizing)
• 6th–8th grade: Ideal for web (wide audience comprehension)
• 9th–11th grade: Getting dense (cut jargon, shorten sentences)
• 12th grade+: Too academic (rewrite for clarity)

Sentence & Paragraph Length

• Target sentence length: 12–15 words average
• Paragraph length: 2–4 sentences max (white space = readability)
• Passive voice: Under 10% (check: "is made by" = passive; "we create" = active)

Jargon Detection

• Industry terms okay if your audience uses them daily
• Explain or cut terms that only experts know
• Ask: "Would a 16-year-old understand this?"

The "So What?" Test

Read every paragraph. Ask: "So what? Why should they care?"

• Weak: "We use advanced technology."
• Strong: "That means your data is encrypted and safe."

---

Page-by-Page Copy Strategy

Homepage

The 5-Second Test: Can a new visitor understand what you do and why it matters in 5 seconds?

Check for:

• Hero headline: Clear, specific, benefit-driven
• Subheadline: Explains the "why"
• Primary CTA: Visible, compelling, specific
• Trust signals: Below the fold (logos, testimonials, metrics)

About Page

Story Arc: Credibility + connection, not just credentials.

Check for:

• Origin story: Why did you start this?
• Credibility markers: Awards, experience, customer count
• Emotional connection: What do you believe? Why should people trust you?
• Call to next action: Don't end with history—pivot to "Here's how we can help you"

Services / Products Page

Benefits over features—always.

Check for:

• Each section leads with outcome, not capability
• Example: "Collaborate Instantly Across Teams" (benefit) not "Real-time synchronization" (feature)
• Social proof positioned after value prop, not buried in footer
• CTA on every major section (don't force them to scroll to convert)

Contact Page

Reduce friction.

Check for:

• Single, clear form (every field you ask = drop-off risk)
• Reassurance copy: "We'll respond within 2 hours" or "Your info is safe"
• Multiple contact methods: Phone, email, chat (options reduce anxiety)
• No requirement for phone if email is enough

Footer

Trust + navigation, not dumping ground.

Check for:

• Secondary CTAs (book a demo, subscribe, download)
• Trust signals: Certifications, memberships, years in business
• Navigation completeness: Can users find what they need?

---

Microcopy Review

These tiny moments often drive conversion more than headline copy:

• Button text: "Start my free trial" vs. "Get started"
• Form labels: "Work email" (specific) vs. "Email" (generic)
• Error messages: "That email is already registered" (helpful) vs. "Error" (useless)
• Success messages: "Your demo is scheduled for Thursday at 2pm" (concrete) vs. "Success!" (hollow)
• Placeholder text: "[e-mail]" (helpful) vs. blank
• Navigation labels: "See how it works" (action) vs. "Features" (generic)
• 404 page copy: Don't waste this moment—use humor or a CTA

---

Competitive Messaging Comparison

Question: If you replaced your company name with a competitor's, would anyone notice?

Check for:

• Generic phrases everyone uses ("Best-in-class solutions," "Innovative technology")
• Where you zig while they zag—what's truly different?
• Are you claiming the same benefits as 5 competitors?
• What can only you say honestly?

---

Copy Scorecard

Rate your website copy on these dimensions (1–5 scale):

Dimension	Score	Notes
Persuasion Clarity	___	Does copy sell the benefit, not just the feature?
Readability	___	Grade level appropriate? Jargon minimized?
CTA Strength	___	Is the next action obvious and compelling?
Headline Impact	___	Does it stop scrolling and compel reading?
Microcopy Detail	___	Are small moments (buttons, errors) optimized?
Messaging Differentiation	___	Is this uniquely you, or generic industry speak?
Trust Signals	___	Does copy build confidence and reduce friction?
Conversion Readiness	___	Would a cold visitor know what to do?

---

Deliverables

When you run this skill, you get:

1. Page-by-Page Copy Review

   • What's working + what's weak
   • Specific line-by-line feedback

2. Headline Rewrites (3 A/B variants per headline)

   • Curiosity, benefit, and credibility angles
   • Scores on all dimensions

3. CTA Optimization Report

   • Current button text scored
   • Stronger alternatives proposed
   • Placement recommendations

4. Readability Audit

   • Grade levels per page
   • Sentence length, passive voice %, jargon list
   • Specific rewrites to improve clarity

5. Priority Fix List

   • Ranked by conversion impact (highest first)
   • "Quick wins" vs. "deep rewrites"
   • Estimated lift from each change

6. Competitive Positioning Insights

   • How your messaging compares
   • Differentiation opportunities
   • Messaging pillars to own

---

How to Use This Skill

Share: Your website URL, or paste copy from specific pages you want evaluated.

Specify: Are you optimizing for leads? Sales? Signups? The goal changes the strategy.

Get: A copy audit that tells you exactly what to rewrite and why—ranked by conversion impact.

This skill doesn't care if your copy is polished. It cares if it works.