Copywriting
- 167k installs
- 42.8k repo stars
- Updated July 29, 2026
- coreyhaines31/marketingskills
Copywriting is a skill for writing clear, compelling marketing copy that drives conversions on web pages.
About
Copywriting is a conversion-focused skill for writing clear, compelling marketing copy that drives action. It emphasizes benefits over features, specificity over vagueness, and active voice over passive constructions. Use when creating website copy, landing pages, or product descriptions that need to persuade visitors to take action.
- Expert conversion copywriting framework for landing pages, homepages, and feature pages
- Clarity-first principles with benefit-focused messaging and specificity rules
- Comprehensive CTA and page structure guidance with tested headline formulas
Copywriting by the numbers
- 167,443 all-time installs (skills.sh)
- +6,522 installs in the week ending Aug 2, 2026 (Skillselion tracking)
- Ranked #2 of 1,879 Marketing & SEO skills by installs in the Skillselion catalog
- Security screen: LOW risk (skills.sh audit)
- Data as of Aug 3, 2026 (Skillselion catalog sync)
copywriting capabilities & compatibility
- Capabilities
- headline writing · benefit messaging · cta optimization
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| Installs | 167k |
|---|---|
| repo stars | ★ 42.8k |
| Security audit | 3 / 3 scanners passed |
| Last updated | July 29, 2026 |
| Repository | coreyhaines31/marketingskills ↗ |
What it does
Marketers and product teams writing persuasive copy for websites, landing pages, and product descriptions.
Who is it for?
Marketers, founders, and product teams creating website copy, landing pages, and feature descriptions
Skip if: Developers needing email sequences, popup modals, technical API documentation, or code-level SEO implementation without marketing page text.
When should I use this skill?
Writing or improving marketing copy for any web page or need CTA help
What you get
Clear, specific, benefit-focused copy that drives visitor action with strong CTAs
- landing page copy
- headlines and CTAs
Files
Copywriting
You are an expert conversion copywriter. Your goal is to write marketing copy that is clear, compelling, and drives action.
Before Writing
Check for product marketing context first: If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
Gather this context (ask if not provided):
1. Page Purpose
- What type of page? (homepage, landing page, pricing, feature, about)
- What is the ONE primary action you want visitors to take?
2. Audience
- Who is the ideal customer?
- What problem are they trying to solve?
- What objections or hesitations do they have?
- What language do they use to describe their problem?
3. Product/Offer
- What are you selling or offering?
- What makes it different from alternatives?
- What's the key transformation or outcome?
- Any proof points (numbers, testimonials, case studies)?
4. Context
- Where is traffic coming from? (ads, organic, email)
- What do visitors already know before arriving?
---
Copywriting Principles
Clarity Over Cleverness
If you have 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
- Vague: "Save time on your workflow"
- Specific: "Cut your weekly reporting from 4 hours to 15 minutes"
Customer Language Over Company Language
Use words your customers use. Mirror voice-of-customer from reviews, interviews, support tickets.
One Idea Per Section
Each section should advance one argument. Build a logical flow down the page.
---
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 constructions?
- Exclamation points? (remove them)
- Marketing buzzwords without substance?
For thorough line-by-line review, use the copy-editing skill after your draft.
---
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
Questions 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—but only if it fits the brand and doesn't undermine clarity.
---
Page Structure Framework
Above the Fold
Headline
- Your single most important message
- Communicate 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}"
For comprehensive headline formulas: See references/copy-frameworks.md
For natural transition phrases: See references/natural-transitions.md
Subheadline
- Expands on headline
- Adds specificity
- 1-2 sentences max
Primary CTA
- Action-oriented button text
- Communicate 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 |
For detailed section types and page templates: See references/copy-frameworks.md
---
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"
---
Page-Specific Guidance
Homepage
- Serve multiple audiences without being generic
- Lead with broadest value proposition
- Provide 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 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
---
Voice and Tone
Before writing, establish:
Formality level:
- Casual/conversational
- Professional but friendly
- 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
---
Output Format
When writing copy, provide:
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
- What principle it applies
Alternatives
For headlines and CTAs, provide 2-3 options:
- Option A: [copy] — [rationale]
- Option B: [copy] — [rationale]
Meta Content (if relevant)
- Page title (for SEO)
- Meta description
---
Related Skills
- copy-editing: For polishing existing copy (use after your draft)
- cro: If page structure/strategy needs work, not just copy
- emails: For email copywriting
- popups: For popup and modal copy
- ab-testing: To test copy variations
{
"skill_name": "copywriting",
"evals": [
{
"id": 1,
"prompt": "Write homepage copy for a SaaS tool that automates employee onboarding. Target audience is HR directors at mid-size companies (200-2000 employees). Main differentiator is that it integrates with all major HRIS systems and cuts onboarding time from 2 weeks to 2 days.",
"expected_output": "Should check for product-marketing.md first. Should write full page copy organized by section: Headline, Subheadline, CTA (above the fold), then Social Proof, Problem/Pain, Solution/Benefits, How It Works, Objection Handling, and Final CTA. Should follow copywriting principles: clarity over cleverness, benefits over features, specificity (use the '2 weeks to 2 days' stat), customer language. Headline should communicate core value proposition. CTAs should be action-oriented ('Start Free Trial' not 'Submit'). Should provide 2-3 headline alternatives with rationale. Should include annotations explaining key copy choices. Should include meta content (SEO page title and meta description).",
"assertions": [
"Checks for product-marketing.md",
"Writes full page copy organized by section",
"Includes Headline, Subheadline, and CTA above the fold",
"Includes Social Proof, Problem/Pain, Solution/Benefits, How It Works sections",
"Uses the '2 weeks to 2 days' specificity in copy",
"CTAs are action-oriented, not generic",
"Provides 2-3 headline alternatives with rationale",
"Includes annotations explaining copy choices",
"Includes meta content (SEO title and meta description)"
],
"files": []
},
{
"id": 2,
"prompt": "Rewrite this headline: 'An Innovative AI-Powered Platform for Streamlined Business Operations' — it's for a B2B SaaS tool that helps small businesses manage invoicing and payments.",
"expected_output": "Should identify problems: jargon ('innovative,' 'AI-powered,' 'streamlined,' 'business operations'), too vague, company language not customer language. Should apply copywriting principles — specificity over vagueness, benefits over features, customer language over company language. Should provide 2-3 alternative headlines using formulas like '{Achieve outcome} without {pain point}' or 'The {category} for {audience}'. Each alternative should include rationale. Should also suggest a subheadline that adds specificity.",
"assertions": [
"Identifies jargon in original headline",
"Identifies vagueness as a problem",
"Identifies company language vs customer language issue",
"Provides 2-3 alternative headlines",
"Alternatives use headline formulas from the skill",
"Each alternative includes rationale",
"Suggests a subheadline"
],
"files": []
},
{
"id": 3,
"prompt": "i need copy for my pricing page. we have three plans: starter ($29/mo), pro ($79/mo), business ($199/mo). it's a social media scheduling tool for marketers",
"expected_output": "Should trigger on the casual phrasing. Should ask or infer audience context. Should apply Pricing Page guidance: help visitors choose the right plan, address 'which is right for me?' anxiety, make recommended plan obvious. Should write plan names, descriptions, feature lists with benefit-oriented copy (not just feature names). Should include a page headline that addresses the pricing decision. CTAs should be specific per plan. Should handle objection handling (FAQ copy). Should provide alternatives for key elements.",
"assertions": [
"Triggers on casual phrasing",
"Applies Pricing Page guidance",
"Addresses 'which plan is right for me' anxiety",
"Makes recommended plan obvious",
"Writes benefit-oriented feature copy, not just feature names",
"Includes page headline",
"CTAs are specific per plan",
"Includes FAQ or objection handling copy",
"Provides alternatives for key elements"
],
"files": []
},
{
"id": 4,
"prompt": "Write copy for our About page. We're a 3-person startup that built a developer tool for database migrations. Founded because we kept losing data during migrations at our last jobs. Tone should be professional but human.",
"expected_output": "Should apply About Page guidance: tell the story of why you exist, connect mission to customer benefit, still include a CTA. Should adapt voice and tone to 'professional but human' as specified. Should tell the founder origin story authentically. Should connect the personal pain to the customer's pain. Should include a CTA even on the About page. Copy should follow style rules: active voice, confident, specific. Should NOT be overly corporate or generic.",
"assertions": [
"Applies About Page guidance",
"Tells the story of why the company exists",
"Connects mission to customer benefit",
"Includes a CTA",
"Adapts tone to professional but human",
"Uses the founder origin story",
"Connects personal pain to customer pain",
"Uses active voice",
"Avoids corporate jargon"
],
"files": []
},
{
"id": 5,
"prompt": "Can you improve this CTA? We currently have 'Learn More' on our feature page for our analytics dashboard product.",
"expected_output": "Should immediately identify 'Learn More' as a weak CTA per the guidelines. Should apply the CTA formula: [Action Verb] + [What They Get] + [Qualifier]. Should provide 2-3 strong alternatives like 'See the Dashboard in Action,' 'Start Your Free Trial,' or 'Explore Analytics Features.' Each alternative should include rationale and context for when it works best. Should also consider CTA hierarchy — whether this is a primary or secondary CTA, and suggest complementary CTAs if relevant.",
"assertions": [
"Identifies 'Learn More' as a weak CTA",
"Applies the CTA formula from the skill",
"Provides 2-3 strong alternatives",
"Each alternative includes rationale",
"Considers CTA hierarchy (primary vs secondary)",
"Suggests complementary CTAs"
],
"files": []
},
{
"id": 6,
"prompt": "Write me a 5-email welcome sequence for new trial users of our project management tool.",
"expected_output": "Should recognize this is an email copywriting task, not page copywriting. Should defer to or cross-reference the emails skill, which specifically handles email sequences, drip campaigns, and lifecycle emails. May provide brief general guidance but should make clear that emails is the right skill for this task.",
"assertions": [
"Recognizes this as email sequence work",
"References or defers to emails skill",
"Does not attempt to write a full email sequence using page copywriting patterns"
],
"files": []
},
{
"id": 7,
"prompt": "Review this copy and tell me what's wrong: 'We are extremely excited to announce our revolutionary, cutting-edge platform that will totally transform how businesses optimize their workflows! Sign up now!!'",
"expected_output": "Should apply the Quick Quality Check. Should identify: exclamation points (remove them), marketing buzzwords without substance ('revolutionary,' 'cutting-edge,' 'totally transform,' 'optimize'), passive/weak constructions ('we are excited to announce'), vague language ('workflows'). Should apply writing style rules: simple over complex, specific over vague, confident over qualified, show over tell. Should rewrite the copy following these principles. Should provide 2-3 alternatives.",
"assertions": [
"Identifies exclamation point overuse",
"Identifies marketing buzzwords without substance",
"Identifies vague language",
"Applies writing style rules",
"Rewrites the copy following principles",
"Provides alternatives",
"Result is specific, clear, and jargon-free"
],
"files": []
}
]
}
Copy Frameworks Reference
Headline formulas, page section types, and structural templates.
Contents
- Headline Formulas (outcome-focused, problem-focused, audience-focused, differentiation-focused, proof-focused, additional formulas)
- Landing Page Section Types (core sections, supporting sections)
- Page Structure Templates (feature-heavy page, varied engaging page, compact landing page, enterprise/B2B landing page, product launch page)
- Section Writing Tips (problem section, benefits section, how it works section, testimonial selection)
Headline Formulas
Outcome-Focused
{Achieve desirable outcome} without {pain point}
Understand how users are really experiencing your site without drowning in numbers
{Achieve desirable outcome} by {how product makes it possible}
Generate more leads by seeing which companies visit your site
Turn {input} into {outcome}
Turn your hard-earned sales into repeat customers
[Achieve outcome] in [timeframe]
Get your tax refund in 10 days
---
Problem-Focused
Never {unpleasant event} again
Never miss a sales opportunity again
{Question highlighting the main pain point}
Hate returning stuff to Amazon?
Stop [pain]. Start [pleasure].
Stop chasing invoices. Start getting paid on time.
---
Audience-Focused
{Key feature/product type} for {target audience}
Advanced analytics for Shopify e-commerce
{Key feature/product type} for {target audience} to {what it's used for}
An online whiteboard for teams to ideate and brainstorm together
You don't have to {skills or resources} to {achieve desirable outcome}
With Ahrefs, you don't have to be an SEO pro to rank higher and get more traffic
---
Differentiation-Focused
The {opposite of usual process} way to {achieve desirable outcome}
The easiest way to turn your passion into income
The [category] that [key differentiator]
The CRM that updates itself
---
Proof-Focused
[Number] [people] use [product] to [outcome]
50,000 marketers use Drip to send better emails
{Key benefit of your product}
Sound clear in online meetings
---
Additional Formulas
The simple way to {outcome}
The simple way to track your time
Finally, {category} that {benefit}
Finally, accounting software that doesn't suck
{Outcome} without {common pain}
Build your website without writing code
Get {benefit} from your {thing}
Get more revenue from your existing traffic
{Action verb} your {thing} like {admirable example}
Market your SaaS like a Fortune 500
What if you could {desirable outcome}?
What if you could close deals 30% faster?
Everything you need to {outcome}
Everything you need to launch your course
The {adjective} {category} built for {audience}
The lightweight CRM built for startups
---
Landing Page Section Types
Core Sections
Hero (Above the Fold)
- Headline + subheadline
- Primary CTA
- Supporting visual (product screenshot, hero image)
- Optional: Social proof bar
Social Proof Bar
- Customer logos (recognizable > many)
- Key metric ("10,000+ teams")
- Star rating with review count
- Short testimonial snippet
Problem/Pain Section
- Articulate their problem better than they can
- Create recognition ("that's exactly my situation")
- Hint at cost of not solving it
Solution/Benefits Section
- Bridge from problem to your solution
- 3-5 key benefits (not 10)
- Each: headline + explanation + proof if available
How It Works
- 3-4 numbered steps
- Reduces perceived complexity
- Each step: action + outcome
Final CTA Section
- Recap value proposition
- Repeat primary CTA
- Risk reversal (guarantee, free trial)
---
Supporting Sections
Testimonials
- Full quotes with names, roles, companies
- Photos when possible
- Specific results over vague praise
- Formats: quote cards, video, tweet embeds
Case Studies
- Problem → Solution → Results
- Specific metrics and outcomes
- Customer name and context
- Can be snippets with "Read more" links
Use Cases
- Different ways product is used
- Helps visitors self-identify
- "For marketers who need X" format
Personas / "Built For" Sections
- Explicitly call out target audience
- "Perfect for [role]" blocks
- Addresses "Is this for me?" question
FAQ Section
- Address common objections
- Good for SEO
- Reduces support burden
- 5-10 most common questions
Comparison Section
- vs. competitors (name them or don't)
- vs. status quo (spreadsheets, manual processes)
- Tables or side-by-side format
Integrations / Partners
- Logos of tools you connect with
- "Works with your stack" messaging
- Builds credibility
Founder Story / Manifesto
- Why you built this
- What you believe
- Emotional connection
- Differentiates from faceless competitors
Demo / Product Tour
- Interactive demos
- Video walkthroughs
- GIF previews
- Shows product in action
Pricing Preview
- Teaser even on non-pricing pages
- Starting price or "from $X/mo"
- Moves decision-makers forward
Guarantee / Risk Reversal
- Money-back guarantee
- Free trial terms
- "Cancel anytime"
- Reduces friction
Stats Section
- Key metrics that build credibility
- "10,000+ customers"
- "4.9/5 rating"
- "$2M saved for customers"
---
Page Structure Templates
Feature-Heavy Page (Weak)
1. Hero
2. Feature 1
3. Feature 2
4. Feature 3
5. Feature 4
6. CTAThis is a list, not a persuasive narrative.
---
Varied, Engaging Page (Strong)
1. Hero with clear value prop
2. Social proof bar (logos or stats)
3. Problem/pain section
4. How it works (3 steps)
5. Key benefits (2-3, not 10)
6. Testimonial
7. Use cases or personas
8. Comparison to alternatives
9. Case study snippet
10. FAQ
11. Final CTA with guaranteeThis tells a story and addresses objections.
---
Compact Landing Page
1. Hero (headline, subhead, CTA, image)
2. Social proof bar
3. 3 key benefits with icons
4. Testimonial
5. How it works (3 steps)
6. Final CTA with guaranteeGood for ad landing pages where brevity matters.
---
Enterprise/B2B Landing Page
1. Hero (outcome-focused headline)
2. Logo bar (recognizable companies)
3. Problem section (business pain)
4. Solution overview
5. Use cases by role/department
6. Security/compliance section
7. Integration logos
8. Case study with metrics
9. ROI/value section
10. Contact/demo CTAAddresses enterprise buyer concerns.
---
Product Launch Page
1. Hero with launch announcement
2. Video demo or walkthrough
3. Feature highlights (3-5)
4. Before/after comparison
5. Early testimonials
6. Launch pricing or early access offer
7. CTA with urgencyGood for ProductHunt, launches, or announcements.
---
Section Writing Tips
Problem Section
Start with phrases like:
- "You know the feeling..."
- "If you're like most [role]..."
- "Every day, [audience] struggles with..."
- "We've all been there..."
Then describe:
- The specific frustration
- The time/money wasted
- The impact on their work/life
Benefits Section
For each benefit, include:
- Headline: The outcome they get
- Body: How it works (1-2 sentences)
- Proof: Number, testimonial, or example (optional)
How It Works Section
Each step should be:
- Numbered: Creates sense of progress
- Simple verb: "Connect," "Set up," "Get"
- Outcome-oriented: What they get from this step
Example: 1. Connect your tools (takes 2 minutes) 2. Set your preferences 3. Get automated reports every Monday
Testimonial Selection
Best testimonials include:
- Specific results ("increased conversions by 32%")
- Before/after context ("We used to spend hours...")
- Role + company for credibility
- Something quotable and specific
Avoid testimonials that just say:
- "Great product!"
- "Love it!"
- "Easy to use!"
Natural Transitions
Transitional phrases to guide readers through your content. Good signposting improves readability, user engagement, and helps search engines understand content structure.
Adapted from: University of Manchester Academic Phrasebank (2023), Plain English Campaign, web content best practices
---
Contents
- Previewing Content Structure
- Introducing a New Topic
- Referring Back
- Moving Between Sections
- Indicating Addition
- Indicating Contrast
- Indicating Similarity
- Indicating Cause and Effect
- Giving Examples
- Emphasising Key Points
- Providing Evidence (neutral attribution, expert quotes, supporting claims)
- Summarising Sections
- Concluding Content
- Question-Based Transitions
- List Introductions
- Hedging Language
- Best Practice Guidelines
- Transitions to Avoid (AI Tells)
Previewing Content Structure
Use to orient readers and set expectations:
- Here's what we'll cover...
- This guide walks you through...
- Below, you'll find...
- We'll start with X, then move to Y...
- First, let's look at...
- Let's break this down step by step.
- The sections below explain...
---
Introducing a New Topic
- When it comes to X,...
- Regarding X,...
- Speaking of X,...
- Now let's talk about X.
- Another key factor is...
- X is worth exploring because...
---
Referring Back
Use to connect ideas and reinforce key points:
- As mentioned earlier,...
- As we covered above,...
- Remember when we discussed X?
- Building on that point,...
- Going back to X,...
- Earlier, we explained that...
---
Moving Between Sections
- Now let's look at...
- Next up:...
- Moving on to...
- With that covered, let's turn to...
- Now that you understand X, here's Y.
- That brings us to...
---
Indicating Addition
- Also,...
- Plus,...
- On top of that,...
- What's more,...
- Another benefit is...
- Beyond that,...
- In addition,...
- There's also...
Note: Use "moreover" and "furthermore" sparingly. They can sound AI-generated when overused.
---
Indicating Contrast
- However,...
- But,...
- That said,...
- On the flip side,...
- In contrast,...
- Unlike X, Y...
- While X is true, Y...
- Despite this,...
---
Indicating Similarity
- Similarly,...
- Likewise,...
- In the same way,...
- Just like X, Y also...
- This mirrors...
- The same applies to...
---
Indicating Cause and Effect
- So,...
- This means...
- As a result,...
- That's why...
- Because of this,...
- This leads to...
- The outcome?...
- Here's what happens:...
---
Giving Examples
- For example,...
- For instance,...
- Here's an example:...
- Take X, for instance.
- Consider this:...
- A good example is...
- To illustrate,...
- Like when...
- Say you want to...
---
Emphasising Key Points
- Here's the key takeaway:...
- The important thing is...
- What matters most is...
- Don't miss this:...
- Pay attention to...
- This is critical:...
- The bottom line?...
---
Providing Evidence
Use when citing sources, data, or expert opinions:
Neutral attribution
- According to [Source],...
- [Source] reports that...
- Research shows that...
- Data from [Source] indicates...
- A study by [Source] found...
Expert quotes
- As [Expert] puts it,...
- [Expert] explains,...
- In the words of [Expert],...
- [Expert] notes that...
Supporting claims
- This is backed by...
- Evidence suggests...
- The numbers confirm...
- This aligns with findings from...
---
Summarising Sections
- To recap,...
- Here's the short version:...
- In short,...
- The takeaway?...
- So what does this mean?...
- Let's pull this together:...
- Quick summary:...
---
Concluding Content
- Wrapping up,...
- The bottom line is...
- Here's what to do next:...
- To sum up,...
- Final thoughts:...
- Ready to get started?...
- Now it's your turn.
Note: Avoid "In conclusion" at the start of a paragraph. It's overused and signals AI writing.
---
Question-Based Transitions
Useful for conversational tone and featured snippet optimization:
- So what does this mean for you?
- But why does this matter?
- How do you actually do this?
- What's the catch?
- Sound complicated? It's not.
- Wondering where to start?
- Still not sure? Here's the breakdown.
---
List Introductions
For numbered lists and step-by-step content:
- Here's how to do it:
- Follow these steps:
- The process is straightforward:
- Here's what you need to know:
- Key things to consider:
- The main factors are:
---
Hedging Language
For claims that need qualification or aren't absolute:
- may, might, could
- tends to, generally
- often, usually, typically
- in most cases
- it appears that
- evidence suggests
- this can help
- many experts believe
---
Best Practice Guidelines
1. Match tone to audience: B2B content can be slightly more formal; B2C often benefits from conversational transitions 2. Vary your transitions: Repeating the same phrase gets noticed (and not in a good way) 3. Don't over-signpost: Trust your reader; every sentence doesn't need a transition 4. Use for scannability: Transitions at paragraph starts help skimmers navigate 5. Keep it natural: Read aloud; if it sounds forced, simplify 6. Front-load key info: Put the important word or phrase early in the transition
---
Transitions to Avoid (AI Tells)
These phrases are overused in AI-generated content:
- "That being said,..."
- "It's worth noting that..."
- "At its core,..."
- "In today's digital landscape,..."
- "When it comes to the realm of..."
- "This begs the question..."
- "Let's delve into..."
See the seo-audit skill's references/ai-writing-detection.md for a complete list of AI writing tells.
Related skills
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Copywriting has 9 known copies in the catalog totaling 362 installs. They canonicalize to this original listing.
- pedronauck - 197 installs
- infrasity-labs - 49 installs
- jackiexiao - 45 installs
- modelscope.cn - 35 installs
- jackiexiao - 18 installs
FAQ
What pages does the copywriting skill cover?
The copywriting skill covers homepage, landing pages, pricing pages, feature pages, about pages, and product pages. It handles headlines, CTAs, value propositions, taglines, subheadlines, and hero section copy.
When should copywriting be used instead of copy-editing?
Use copywriting when writing new marketing page text or fully rewriting weak copy for conversion. Use the copy-editing skill when refining existing copy; use the emails skill for email-specific content.
Is Copywriting safe to install?
skills.sh reports 3 of 3 security scanners passed. Review the Security Audits panel on this page before installing in production.