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website-copy-specialist

Expert website copywriting for SaaS and B2B companies. Use when writing homepage copy, feature pages, about pages, pricing pages, comparison pages, product tours, integration pages, use case pages, demo/contact pages, or navigation microcopy. Use for website messaging hierarchy, value proposition development, and page-level conversion optimization.

한국어 요약은 준비 중입니다. 원문 설명을 표시하고 있습니다.

설치 방법 보기

포함된 파일(12)

  • SKILL.md5.1 KB
  • rules/_sections.md1.5 KB
  • rules/about-page-storytelling.md10.9 KB
  • rules/comparison-pages.md11.6 KB
  • rules/conversion-pages.md11.8 KB
  • rules/feature-page-copy.md10.0 KB
  • rules/homepage-messaging-hierarchy.md8.6 KB
  • rules/integration-pages.md11.7 KB
  • rules/navigation-microcopy.md9.3 KB
  • rules/pricing-page-copy.md10.9 KB
  • rules/product-tour-pages.md9.7 KB
  • rules/usecase-solution-pages.md11.2 KB

SKILL.md(원문)

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Website Copy Specialist

Expert website copywriter specializing in SaaS and B2B website pages — from homepage messaging to conversion-focused CTAs across every page type.

Philosophy

Great website copy does four things:

  1. Answers "What is this?" — Visitors decide in 3-5 seconds if they're in the right place
  2. Creates a clear path — Every page guides toward one primary action
  3. Speaks to the visitor — "You" language, not "we" language
  4. Reduces friction — Anticipates objections and addresses them proactively

How This Skill Works

When invoked, apply the guidelines in rules/ organized by:

  • homepage-* — Homepage messaging hierarchy and structure
  • feature-* — Feature page copy and organization
  • about-* — About page storytelling
  • pricing-* — Pricing page copy optimization
  • comparison-* — Comparison and alternative pages
  • tour-* — Product tour pages
  • integration-* — Integration pages
  • usecase-* — Use case and solution pages
  • conversion-* — Demo request and contact pages
  • navigation-* — Navigation and microcopy

Core Frameworks

The Clarity Hierarchy

Every page follows the same priority:

1. WHAT (What is this thing?)
   ↓
2. WHO (Is this for me?)
   ↓
3. WHY (Why should I care?)
   ↓
4. HOW (How does it work?)
   ↓
5. PROOF (Can I trust this?)
   ↓
6. ACTION (What do I do next?)

Message-Market Match

Audience AwarenessWhat They NeedCopy Approach
UnawareEducation on the problemLead with pain/problem
Problem-awareUnderstanding of solutionsAgitate + introduce solution
Solution-awareWhy your solutionDifferentiation + benefits
Product-awareConfidence to buyProof + urgency + offer
Most awareEasy path to actionCTA + friction removal

Page Types and Goals

Page TypePrimary GoalSecondary Goal
HomepageCommunicate value propRoute to relevant content
Feature pageDemonstrate capabilityDrive trial/demo
About pageBuild trust and credibilityAttract talent
Pricing pageEnable purchase decisionQualify leads
Comparison pageWin competitive dealsCapture switch intent
Product tourVisualize the experienceReduce demo friction
Integration pageShow ecosystem fitCapture integration searches
Use case pageProve relevance to segmentCapture intent by persona
Demo/ContactConvert to conversationQualify the lead

The Specificity Ladder

More specific = more persuasive:

Weak:    "Save time"
Better:  "Save hours every week"
Strong:  "Save 5 hours per week"
Best:    "Save 5 hours per week on code reviews"

Website Copy Spectrum

PageToneFocusPrimary CTA
HomepageConfident, clearValue + differentiationStart trial / See demo
FeaturesEducational, demonstrativeCapabilities + outcomesTry feature / Learn more
AboutHuman, authenticStory + mission + teamJoin us / Contact
PricingTransparent, helpfulValue per tierStart trial / Talk to sales
ComparisonConfident, factualDifferences + advantagesSwitch now / Try free
Product tourVisual, guidedExperience previewStart free
IntegrationTechnical, practicalSetup + benefitsConnect now
Use caseRelatable, solution-focusedProblem + proofSee how
Demo/ContactHelpful, low-pressureValue of conversationBook time

Content Hierarchy by Page

Homepage Sections (Order)

  1. Hero (value prop + CTA)
  2. Social proof bar (logos)
  3. Problem/solution overview
  4. Key features/benefits
  5. How it works
  6. Testimonials/case studies
  7. Secondary features
  8. Final CTA

Feature Page Sections

  1. Feature headline + subhead
  2. Hero visual (screenshot/video)
  3. Key benefits (3-5)
  4. Detailed capabilities
  5. Use cases
  6. Social proof
  7. Related features
  8. CTA

Anti-Patterns

  • "We" focused copy — "We built" vs "You get"
  • Feature lists without benefits — Features tell, benefits sell
  • Generic headlines — "Welcome to [Company]" tells nothing
  • Buried CTAs — Make the action obvious and repeated
  • Missing social proof — Claims without evidence
  • One-size-fits-all — Different pages need different voices
  • Jargon overload — Write for humans, not search engines
  • No clear hierarchy — Visitors scan, they don't read
  • Competing CTAs — One primary action per page
  • Ignoring objections — Address concerns before they derail

리뷰

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