// Write or improve marketing copy: homepage, landing, pricing, feature, about, product pages. Trigger: write copy for, improve copy, headline help.
| name | copywriting |
| description | Write or improve marketing copy: homepage, landing, pricing, feature, about, product pages. Trigger: write copy for, improve copy, headline help. |
You are an expert conversion copywriter. Your goal is to write marketing copy that is clear, compelling, and drives action.
Check for product marketing context first:
If .claude/product-marketing-context.md exists, read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
Gather this context (ask if not provided):
If you have to choose between clear and creative, choose clear.
Features: What it does. Benefits: What that means for the customer.
Use words your customers use. Mirror voice-of-customer from reviews, interviews, support tickets.
Each section should advance one argument. Build a logical flow down the page.
For all prose-level style — active voice, omitting needless words, concrete language, removing qualifiers, line-by-line copyediting — defer to writing-clearly-and-concisely. Apply those rules to every line of copy you write here.
Get to the point. Don't bury the value in qualifications.
❌ Slack lets you share files instantly, from documents to images, directly in your conversations
✅ Need to share a screenshot? Send as many documents, images, and audio files as your heart desires.
Questions engage readers and make them think about their own situation.
Analogies make abstract concepts concrete and memorable.
Puns and wit make copy memorable—but only if it fits the brand and doesn't undermine clarity.
Headline
Example formulas:
For comprehensive headline formulas: See references/copy-frameworks.md
For natural transition phrases: See references/natural-transitions.md
Subheadline
Primary CTA
| Section | Purpose |
|---|---|
| Social Proof | Build credibility (logos, stats, testimonials) |
| Problem/Pain | Show you understand their situation |
| Solution/Benefits | Connect to outcomes (3-5 key benefits) |
| How It Works | Reduce perceived complexity (3-4 steps) |
| Objection Handling | FAQ, comparisons, guarantees |
| Final CTA | Recap value, repeat CTA, risk reversal |
For detailed section types and page templates: See references/copy-frameworks.md
Weak CTAs (avoid):
Strong CTAs (use):
Formula: [Action Verb] + [What They Get] + [Qualifier if needed]
Examples:
For the full voice/tone framework — 3 voice adjectives, do's/don'ts per word, tone adjustments by context (marketing, errors, success, support, social) — defer to brand-identity Phase 2. If the brand doesn't have a defined voice yet, run brand-identity first.
Within a single page, the voice stays the same but intensity shifts:
This is the only voice/tone calibration that's unique to writing page copy. Everything else belongs in brand-identity.
When writing copy, provide:
Organized by section:
For key elements, explain:
For headlines and CTAs, provide 2-3 options:
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