---
name: copywriting
description: Enforces high-converting, benefit-driven web copy standards. Prevents generic filler text and ensures every word on the page earns its place.
---

# Copywriting Skill

This skill governs all text content on the site. Every headline, subheadline, button label, and body paragraph must be intentional, benefit-driven, and conversion-optimized. No lorem ipsum. No filler. No generic SaaS speak.

## Core Rules for Web Copy

### 1. Headlines
- **Lead with the outcome, not the feature.** "Save 10 hours every week" beats "Automated workflow management."
- **Be specific.** Numbers, percentages, and timeframes add credibility. "Join 2,400+ agencies" beats "Join thousands."
- **One idea per headline.** If it takes more than 8 words, it's too complex. Break it into headline + subheadline.
- **Power words:** Transform, Unlock, Accelerate, Proven, Effortless, Guaranteed. Avoid: Innovative, Cutting-edge, World-class, Synergy.

### 2. Subheadlines & Body Copy
- **Expand on the "how" or "why"** — the headline promises; the subheadline explains the mechanism.
- **Short paragraphs:** Maximum 3 lines per paragraph on desktop. Wall-of-text kills conversions.
- **Scannable structure:** Use bullet points, bold key phrases, and visual breaks. Most visitors scan — they don't read.
- **Second person:** Always "you" and "your" — never "our users" or "one might."

### 3. Button & CTA Labels
- **Action verb + benefit.** "Start Free Trial" not "Submit." "Get My Report" not "Download."
- **First person optional:** "Start My Free Trial" can outperform third person in B2C contexts.
- **Never use:** "Click Here", "Submit", "Learn More" (as a primary CTA), "Go", "Enter."
- **Secondary CTAs:** Use lower-commitment language. "See how it works" or "Watch the demo."

### 4. Microcopy & UX Writing
- **Form labels:** Be human. "Your work email" not "Email Address (required)."
- **Error messages:** Be helpful. "That email doesn't look right — try something@example.com" not "Invalid input."
- **Empty states:** Never show a blank screen. "No results yet — try a different search" with a suggested action.
- **Loading states:** "Crunching the numbers..." or "Almost there..." instead of nothing.
- **Success states:** Celebrate briefly. "You're in! Check your inbox." not "Form submitted successfully."

### 5. Social Proof Copy
- Testimonials must include: specific result, person's name, role/company, and a photo or avatar.
- **Format:** Lead with the most impressive phrase, not "I really love this product."
  - ✅ "We cut onboarding time from 2 weeks to 2 days." — Sarah Chen, VP Operations, Acme Corp
  - ❌ "Great tool, very easy to use!" — John D.

### 6. SEO Copy Rules
- **Title tags:** `{Primary Keyword} — {Brand Name}` format. 50-60 characters.
- **Meta descriptions:** Include a CTA. "Discover how [product] helps [audience] achieve [result]. Start free today." 150-160 characters.
- **H1:** One per page. Must contain the primary keyword naturally.
- **Alt text:** Describe the image content AND context. "Dashboard showing 47% increase in monthly conversions" not "screenshot."

### 7. Tone & Voice
- **Confident, not arrogant.** "We've helped 500 companies grow" not "We're the best in the world."
- **Clear, not clever.** Puns and wordplay confuse international audiences and hurt SEO.
- **Warm, not corporate.** Write like a smart person explaining something to a friend — not a press release.