copywriting

name	Copywriting
description	Step-by-step process for producing concise, high-converting copy across the site.

Copywriting Skill

Use this skill whenever you are asked to tighten messaging, rewrite a section, or create net-new copy for Isaac’s site, emails, or collateral.

Before editing site-facing copy, read WRITING_VOICE.md. Before changing repo documentation, check AGENTS.md, CLAUDE.md, and docs/README.md so copy guidance does not drift from current route, styling, or agent instructions.

When to use

• Refreshing hero sections, CTAs, or landing page copy.
• Translating stakeholder notes into scannable bullets.
• Turning long notes/slides into concise, branded messaging.
• Writing or editing microcopy (navigation, buttons, error states).

Instructions

1. Clarify the brief

   • Identify the page/section, target persona, and desired outcome (inform, convert, encourage contact, etc.).
   • Gather existing copy plus constraints (tone, word count, SEO terms).

2. Extract key value props

   • Skim surrounding content, notes, or metrics.
   • List the top 2-3 benefits or proof points that must survive the rewrite.

3. Choose voice & structure

   • Default tone: confident, first-person, technically fluent.
   • Favor short sentences, active voice, and verbs that describe outcomes.
   • Structure content with scannable headings, bullets, or brief paragraphs (≤3 sentences).

4. Write the new copy

   • Lead with the outcome, then support with detail.
   • Mirror the user’s language when possible (e.g., “roadmap”, “QA coverage”, “data pipelines”).
   • Keep CTAs specific (e.g., “Book a walkthrough”, “Share your brief”).

5. Polish for clarity

   • Remove filler, stacked adjectives, and passive voice.
   • Ensure numbers, tools, and roles are accurate.
   • Run a quick skim for rhythm (read aloud if possible).

6. Document changes

   • Mention where the copy landed (file + lines).
   • Call out any intentional omissions or open items for the user.