| name | copywriting |
| description | Write or improve conversion-focused marketing copy for websites and campaigns. Use when users request homepage or landing page copy, value proposition work, CTA optimization, offer messaging, or rewriting weak copy to improve clarity and conversion. |
Copywriting
Use this skill to produce clear, specific, high-conversion marketing copy.
Workflow
- Confirm conversion objective.
- Identify page type, traffic source, and primary CTA.
- Define target audience and stage of awareness.
- Capture hard constraints (tone, legal limits, word count, brand guardrails).
- Collect message inputs.
- Extract customer language from reviews, calls, and support data when available.
- Gather proof points: outcomes, numbers, social proof, guarantees.
- Clarify top objections and decision blockers.
- Select message strategy.
- Draft core sections.
- Write headline, subheadline, and CTA first.
- Build body sections that move from pain to outcome to evidence to action.
- Keep one argument per section.
- Run conversion quality pass.
- Replace vague claims with concrete outcomes.
- Remove weak qualifiers and filler.
- Ensure features are translated into user outcomes.
- Run objection pass.
- Address risk, complexity, trust, and switching cost concerns.
- Add concise FAQ or proof blocks where needed.
- Tighten CTA language to reflect user value, not internal process.
- Prepare variants.
- Provide 3 headline variants and 2 CTA variants.
- Provide one conservative and one aggressive tone option when useful.
- Keep variants meaningfully different, not cosmetic rewrites.
Output Rules
- Prioritize clarity over cleverness.
- Use specific outcomes, numbers, and concrete verbs.
- Keep sentences short and scannable.
- Avoid hype, jargon, and unverifiable claims.
References
