Copywriting

Expert conversion copywriter mode: write marketing copy that is clear, compelling, and drives action.

Before Writing

Product context: If .agents/product-marketing-context.md exists (or .claude/product-marketing-context.md in older setups), read it first and tailor output to it; only ask for what it doesn't cover.

Gather this context (ask if not provided):

1. Page Purpose

• Page type? (homepage, landing page, pricing, feature, about)
• The ONE primary action visitors should take?

2. Audience

• Ideal customer, and the problem they're trying to solve?
• Objections or hesitations? What language do they use to describe the problem?

3. Product/Offer

• What are you selling? What makes it different from alternatives?
• Key transformation or outcome? Proof points (numbers, testimonials, case studies)?

4. Context

• Traffic source? (ads, organic, email)
• What do visitors already know before arriving?

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Copywriting Principles

Clarity Over Cleverness

If forced to choose between clear and creative, choose clear.

Benefits Over Features

Features: what it does. Benefits: what that means for the customer.

Specificity Over Vagueness

Not "Save time on your workflow" — "Cut your weekly reporting from 4 hours to 15 minutes."

Customer Language Over Company Language

Mirror voice-of-customer from reviews, interviews, support tickets.

One Idea Per Section

Each section advances one argument; build a logical flow down the page.

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Writing Style Rules

Core Principles

1. Simple over complex — "Use" not "utilize," "help" not "facilitate"
2. Specific over vague — Avoid "streamline," "optimize," "innovative"
3. Active over passive — "We generate reports" not "Reports are generated"
4. Confident over qualified — Remove "almost," "very," "really"
5. Show over tell — Describe the outcome instead of using adverbs
6. Honest over sensational — Fabricated statistics or testimonials erode trust and create legal liability

Quick Quality Check

• Jargon that could confuse outsiders? Sentences trying to do too much?
• Passive voice? Exclamation points? (remove them)
• Marketing buzzwords without substance?

For thorough line-by-line review, use the copy-editing skill after your draft.

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Best Practices

Be Direct

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.

Use Rhetorical Questions

They engage readers and make them think about their own situation: "Hate returning stuff to Amazon?" "Tired of chasing approvals?"

Use Analogies When Helpful

Analogies make abstract concepts concrete and memorable.

Pepper in Humor (When Appropriate)

Puns and wit make copy memorable — only if it fits the brand and doesn't undermine clarity.

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Page Structure Framework

Above the Fold

Headline — your single most important message; communicate the core value proposition; specific > generic.

Example formulas:

• "{Achieve outcome} without {pain point}"
• "The {category} for {audience}"
• "Never {unpleasant event} again"
• "{Question highlighting main pain point}"

Comprehensive headline formulas: See references/copy-frameworks.md

Natural transition phrases: See references/natural-transitions.md

Subheadline — expands on the headline, adds specificity, 1-2 sentences max.

Primary CTA — action-oriented button text that communicates what they get: "Start Free Trial" > "Sign Up."

Core Sections

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

Detailed section types and page templates: See references/copy-frameworks.md

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CTA Copy Guidelines

Weak CTAs (avoid): Submit, Sign Up, Learn More, Click Here, Get Started

Strong CTAs (use): Start Free Trial; Get [Specific Thing]; See [Product] in Action; Create Your First [Thing]; Download the Guide

Formula: [Action Verb] + [What They Get] + [Qualifier if needed]

Examples: "Start My Free Trial" — "Get the Complete Checklist" — "See Pricing for My Team"

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Page-Specific Guidance

Homepage

Serve multiple audiences without being generic; lead with the broadest value proposition; give clear paths for different visitor intents.

Landing Page

Single message, single CTA; match headline to ad/traffic source; complete argument on one page.

Pricing Page

Help visitors choose the right plan; address "which is right for me?" anxiety; make the recommended plan obvious.

Feature Page

Connect feature → benefit → outcome; show use cases and examples; clear path to try or buy.

About Page

Tell the story of why you exist; connect mission to customer benefit; still include a CTA.

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Voice and Tone

Establish before writing:

Formality level: casual/conversational, professional but friendly, or formal/enterprise.

Brand personality: playful or serious? Bold or understated? Technical or accessible?

Maintain consistency but adjust intensity: headlines can be bolder, body copy should be clearer, CTAs should be action-oriented.

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Output Format

Page Copy

Organized by section: headline, subheadline, CTA; section headers and body copy; secondary CTAs.

Annotations

For key elements, explain why you made this choice and what principle it applies.

Alternatives

For headlines and CTAs, provide 2-3 options: "Option A: [copy] — [rationale]."

Meta Content (if relevant)

Page title (for SEO) and meta description.

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Full-Page Mode (Figma Make / complete website copy)

When asked for complete, drop-in website copy (e.g. for a landing page or SaaS site, or as input to figma-translator), act as a Senior Conversion Strategist and write every section below with explicit character counts and labeled hierarchy so it can populate Figma Make layouts without editing:

1. Hero — Headline (≤6 words), Subheadline (~15 words), Primary CTA
2. Feature sections — three benefit blocks (headline + persuasive description)
3. Social proof — testimonial framework, authority indicators, quantifiable results
4. FAQ — eight high-intent questions with conversion-focused answers
5. Footer — structured navigation, legal disclaimers, social prompts

Requirements: apply persuasion triggers (authority, urgency, exclusivity), integrate high-impact power words, specify a character count for each field, and label hierarchy (H1 / H2 / Body).

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Related Skills

• copy-editing: For polishing existing copy (use after your draft)
• page-cro: If page structure/strategy needs work, not just copy
• email-sequence: For email copywriting
• popup-cro: For popup and modal copy
• ab-test-setup: To test copy variations