page-brief-copy-playbook

name	page-brief-copy-playbook
description	Apply repo-local copy, hero, proof, objection-handling, and CTA rules to website page briefs. Use when Codex needs message hierarchy, exact H1, exact hero subheading, exact section headings, supporting-content modules, proof handling, or conversion-focused copy rules for a new or updated website page brief. Do not use it to write the finished page or to replace the broader positioning workflow.

Page Brief Copy Playbook

Overview

Provide local copy and conversion rules for the briefing workflow.

Use this skill only for locked copy atoms inside the brief, not to write the finished page.

Quick Start

1. Read references/copy-rules.md.
2. Read ../page-brief-builder/references/clarification-loop.md.
3. Confirm page purpose, audience, offer, and primary action.
4. Use the rules to lock message hierarchy, H1, hero subheading, section headings, supporting-content modules, and CTA behavior.

Rules

• Favor clarity over cleverness.
• Favor customer language over company jargon.
• Favor specific outcomes over vague claims.
• Keep one dominant idea per section and one dominant primary CTA per page.
• Treat proof, objections, and reassurance as structural parts of the page, not optional extras.
• Keep hero guidance focused on the first screen and the first decision.
• Keep the guidance concrete. Name the message to land, the proof to use, and the words to prefer or avoid.
• Provide exact section-level copy requirements that can be carried into the final execution plan.
• Provide exact H1, hero subheading, CTA labels, section headings, and supporting-content modules when enough context exists.
• Do not force FAQ sections. Use FAQ only when current page patterns, search intent, or user input justifies Q&A.
• If another support block is stronger, lock that instead, such as docs CTA, comparison table, setup steps, related integration links, proof block, pricing note, security note, or none.
• Do not output copy advisory language, alternatives, or exploratory wording.
• If exact copy atoms cannot be chosen from the available context, ask 1-3 targeted verification questions about promise, proof, CTA, terminology, or constraints.
• Never invent proof, testimonials, customer results, or metrics.
• Do not output production copy, code, or design comps.

Decision Rule

• If positioning is still unclear, stop and use ../page-positioning-strategist/SKILL.md.
• If CTA logic is still unclear, stop and use ../conversion-cta-planner/SKILL.md.
• Use this playbook only to sharpen message hierarchy and lock page-level copy atoms after the strategy exists.

Output Shape

Return these exact headings:

• Message-hierarchy guidance
• Exact hero and above-the-fold copy atoms
• Section-level copy requirements
• Proof and objection-handling guidance
• Exact CTA labels and placement
• Terminology and tone rules
• Copy risks to avoid

If the workflow is blocked on missing copy inputs, return only Known copy inputs, Open copy gaps, Next verification questions, and Why these are next.

Files

• Read references/copy-rules.md for the local copy and CTA rules.