website-copy-specialist

SKILL.md

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:

Answers "What is this?" — Visitors decide in 3-5 seconds if they're in the right place

Creates a clear path — Every page guides toward one primary action

Speaks to the visitor — "You" language, not "we" language

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 Awareness
What They Need
Copy Approach

Unaware
Education on the problem
Lead with pain/problem

Problem-aware
Understanding of solutions
Agitate + introduce solution

Solution-aware
Why your solution
Differentiation + benefits

Product-aware
Confidence to buy
Proof + urgency + offer

Most aware
Easy path to action
CTA + friction removal

Page Types and Goals

Page Type
Primary Goal
Secondary Goal

Homepage
Communicate value prop
Route to relevant content

Feature page
Demonstrate capability
Drive trial/demo

About page
Build trust and credibility
Attract talent

Pricing page
Enable purchase decision
Qualify leads

Comparison page
Win competitive deals
Capture switch intent

Product tour
Visualize the experience
Reduce demo friction

Integration page
Show ecosystem fit
Capture integration searches

Use case page
Prove relevance to segment
Capture intent by persona

Demo/Contact
Convert to conversation
Qualify 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

Page
Tone
Focus
Primary CTA

Homepage
Confident, clear
Value + differentiation
Start trial / See demo

Features
Educational, demonstrative
Capabilities + outcomes
Try feature / Learn more

About
Human, authentic
Story + mission + team
Join us / Contact

Pricing
Transparent, helpful
Value per tier
Start trial / Talk to sales

Comparison
Confident, factual
Differences + advantages
Switch now / Try free

Product tour
Visual, guided
Experience preview
Start free

Integration
Technical, practical
Setup + benefits
Connect now

Use case
Relatable, solution-focused
Problem + proof
See how

Demo/Contact
Helpful, low-pressure
Value of conversation
Book time

Content Hierarchy by Page

Homepage Sections (Order)

Hero (value prop + CTA)

Social proof bar (logos)

Problem/solution overview

Key features/benefits

How it works

Testimonials/case studies

Secondary features

Final CTA

Feature Page Sections

Feature headline + subhead

Hero visual (screenshot/video)

Key benefits (3-5)

Detailed capabilities

Use cases

Social proof

Related features

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