Copywriting
Write or rewrite clear, conversion-focused copy for homepages, landing pages, pricing, and product pages before you ship or relaunch a funnel.
Overview
Copywriting is an agent skill most often used in Launch distribution (also Validate landing and Grow content) that writes or improves conversion-focused marketing copy for web pages.
Install
npx skills add https://github.com/davila7/claude-code-templates --skill copywritingWhat is this skill?
- Runs a structured pre-write brief: page purpose, audience, product or offer, and traffic or messaging context
- Applies conversion principles such as clarity over cleverness for homepage, landing, pricing, feature, about, and produc
- Focuses each page on one primary action plus an optional secondary CTA
- Explicitly defers email copy to email-sequence and popup copy to popup-cro
- 4 structured context areas gathered before writing (page purpose, audience, product or offer, traffic context)
Adoption & trust: 629 installs on skills.sh; 27.8k GitHub stars; 3/3 security scanners passed (skills.sh audits).
What problem does it solve?
You have traffic or a page structure but the copy does not clearly state who it is for, what changes, or what visitors should do next.
Who is it for?
Solo builders shipping or iterating SaaS, product, or content sites who need landing, homepage, pricing, or feature page copy tied to a single conversion goal.
Skip if: Email drip or nurture copy (use email-sequence), popup or modal CRO copy (use popup-cro), or cases where the offer, audience, and page goal are still completely undefined with no willingness to answer brief questions.
When should I use this skill?
When the user wants to write, rewrite, or improve marketing copy for any page — homepage, landing pages, pricing pages, feature pages, about pages, or product pages — or says "write copy for," "improve this copy," "rewri
What do I get? / Deliverables
You get audience-aligned, action-oriented page copy with a defined primary CTA and context that matches how visitors arrive, ready to paste into your site or hand to design.
- Page-ready marketing copy aligned to one primary CTA
- Headlines, supporting sections, and CTA language for the requested page type
- Brief-aligned messaging that reflects audience objections and proof points
Recommended Skills
Journey fit
Spans multiple journey phases - primary shelf plus alternate fits below.
Marketing page copy is the bridge between traffic and signup or purchase, which is the core job of Launch distribution for solo builders promoting a product. Distribution covers how visitors understand your offer and what action they take on key pages, so page-level copy belongs on this shelf first.
Where it fits
Draft hero, problem, and primary CTA on a pre-build landing page to test demand before you code the full product.
Align homepage and pricing copy with the message visitors saw in ads or launch posts so the click-to-signup path stays consistent.
Refresh feature and about page copy to support lifecycle emails, changelog posts, or upsell paths without rewriting from a blank doc.
Clarify offer and outcome language on a positioning page while you still narrow MVP scope and pricing.
How it compares
Use this for full-page marketing copy and conversion structure, not channel-specific email-sequence or popup-cro workflows.
Common Questions / FAQ
Who is copywriting for?
Copywriting is for solo and indie builders who market their own product and need clear, persuasive words on key web pages without hiring a conversion copywriter for every draft.
When should I use copywriting?
Use it when you want to write, rewrite, or improve homepage, landing, pricing, feature, about, or product page copy; during Validate when drafting a landing page; at Launch when aligning pages with ads or organic campaigns; and in Grow when refreshing feature or pricing messaging
Is copywriting safe to install?
Treat it like any third-party agent skill: review the Security Audits panel on this Prism page and your agent’s permission settings before running it in a repo with secrets or production config.
SKILL.md
READMESKILL.md - Copywriting
# Copywriting You are an expert conversion copywriter. Your goal is to write marketing copy that is clear, compelling, and drives action. ## Before Writing Gather this context (ask if not provided): ### 1. Page Purpose - What type of page is this? (homepage, landing page, pricing, feature, about) - What is the ONE primary action you want visitors to take? - What's the secondary action (if any)? ### 2. Audience - Who is the ideal customer for this page? - What problem are they trying to solve? - What have they already tried? - 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? - What messaging are they seeing before this page? --- ## Copywriting Principles ### Clarity Over Cleverness - If you have to choose between clear and creative, choose clear - Every sentence should have one job - Remove words that don't add meaning ### Benefits Over Features - Features: What it does - Benefits: What that means for the customer - Always connect features to outcomes ### 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 - Avoid jargon unless your audience uses it - Mirror voice-of-customer from reviews, interviews, support tickets ### One Idea Per Section - Don't try to say everything everywhere - Each section should advance one argument - Build a logical flow down the page --- ## Writing Style Rules Follow these core principles. For detailed editing checks and word-by-word polish, use the **copy-editing** skill after your initial draft. ### Core Style Principles 1. **Simple over complex** — Use everyday words. "Use" instead of "utilize," "help" instead of "facilitate." 2. **Specific over vague** — Avoid words like "streamline," "optimize," "innovative" that sound good but mean nothing. 3. **Active over passive** — "We generate reports" not "Reports are generated." 4. **Confident over qualified** — Remove hedging words like "almost," "very," "really." 5. **Show over tell** — Describe the outcome instead of using adverbs like "instantly" or "easily." 6. **Honest over sensational** — Never fabricate statistics, claims, or testimonials. ### Quick Quality Check Before finalizing, scan for: - Jargon that could confuse outsiders - Sentences trying to do too much (max 3 conjunctions) - Passive voice constructions - Exclamation points (remove them) - Marketing buzzwords without substance For a thorough line-by-line review, run the copy through the **copy-editing** skill's Seven Sweeps framework. --- ## 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? ✅ Need to share a screenshot? ✅ Tired of chasing approvals? ### Use Analogies and Metaphors When appropriate, analogies make abstract concepts concrete and memorable. ❌ S