Website Copy Specialist
Draft and structure high-converting copy across homepage, pricing, features, and conversion pages before you ship or relaunch a product site.
Overview
Website Copy Specialist is an agent skill most often used in Launch (also Validate, Grow) that structures marketing website copy across ten page types with impact-prioritized messaging and CTAs.
Install
npx skills add https://github.com/ncklrs/startup-os-skills --skill website-copy-specialistWhat is this skill?
- 10 section playbooks: homepage, feature, pricing, about, comparison, tour, integration, use case, conversion, and naviga
- Impact-tagged priorities (CRITICAL/HIGH) so you tackle hero and pricing before tour pages
- Benefit-led feature pages, tier differentiation on pricing, and competitive comparison positioning
- Conversion-focused demo/contact/sales enablement copy patterns
- Persona- and vertical-specific use case page framing
- 10 website section organization areas with impact ratings
Adoption & trust: 1 installs on skills.sh; 27 GitHub stars; 3/3 security scanners passed (skills.sh audits); trending (+100% hot-view momentum).
What problem does it solve?
You know what the product does but every page sounds generic, tiers blur together, and visitors do not know what to click next.
Who is it for?
Solo founders drafting or rewriting a SaaS marketing site before launch, after repositioning, or when adding pricing and comparison pages.
Skip if: Teams that already have locked brand voice guidelines and a full copy deck approved by legal—use this to draft, not to override compliance-reviewed text.
When should I use this skill?
You need structured marketing site copy across standard page types (homepage through navigation) for a startup product.
What do I get? / Deliverables
You get section-by-section copy guidance for a full marketing site hierarchy so you can ship or iterate pages with consistent value props and conversion paths.
- Section-scoped copy outlines per page type
- Messaging hierarchy notes for homepage and pricing
- CTA and microcopy recommendations for conversion pages
Recommended Skills
Journey fit
Spans multiple journey phases - primary shelf plus alternate fits below.
Launch is the canonical shelf because website messaging is the primary artifact that turns a built product into something visitors understand and act on. Distribution subphase fits solo builders who need page-level copy and CTAs that support demos, signups, and routing—not just SEO tweaks.
Where it fits
Shape hero and pricing framing on a pre-launch landing page before you commit to a full site build.
Fill feature, tour, and conversion pages so launch traffic has clear CTAs and persona-specific use case routes.
Refresh comparison and integration pages when you add integrations or reposition against new alternatives.
Align page titles and section copy with searchable intent on feature and use-case URLs.
How it compares
Use for page-type copy architecture and messaging hierarchy instead of dumping all site text into a single generic “write my website” prompt.
Common Questions / FAQ
Who is website-copy-specialist for?
It is for solo and indie builders shipping or updating a product marketing site who need structured, benefit-led copy across standard page types without a dedicated copy team.
When should I use website-copy-specialist?
Use it during Validate when shaping landing and pricing pages, at Launch when filling distribution pages and CTAs, and during Grow when refreshing content, comparisons, and use-case pages for new segments.
Is website-copy-specialist safe to install?
It is prose and workflow guidance only; review the Security Audits panel on this skill’s Prism page before installing any package from the publisher.
SKILL.md
READMESKILL.md - Website Copy Specialist
## 1. Homepage Messaging (homepage) **Impact:** CRITICAL **Description:** Homepage messaging hierarchy, hero sections, value propositions, and visitor routing. ## 2. Feature Pages (feature) **Impact:** CRITICAL **Description:** Feature page structure, benefit-led copy, capability demonstration, and feature-level CTAs. ## 3. Pricing Pages (pricing) **Impact:** CRITICAL **Description:** Pricing page copy, tier differentiation, value framing, and purchase facilitation. ## 4. About Pages (about) **Impact:** HIGH **Description:** Company storytelling, mission statements, team presentation, and trust building. ## 5. Comparison Pages (comparison) **Impact:** HIGH **Description:** Competitive positioning, alternative pages, switch messaging, and differentiation. ## 6. Product Tour Pages (tour) **Impact:** HIGH **Description:** Product walkthrough copy, guided experiences, and visual demonstration support. ## 7. Integration Pages (integration) **Impact:** MEDIUM-HIGH **Description:** Integration landing pages, ecosystem positioning, and technical-adjacent copy. ## 8. Use Case Pages (usecase) **Impact:** MEDIUM-HIGH **Description:** Use case and solution pages, persona-specific messaging, and vertical positioning. ## 9. Conversion Pages (conversion) **Impact:** CRITICAL **Description:** Demo request pages, contact forms, sales enablement copy, and conversion optimization. ## 10. Navigation & Microcopy (navigation) **Impact:** MEDIUM **Description:** Navigation labels, button copy, form microcopy, error messages, and UI text. --- title: About Page Storytelling impact: HIGH tags: about, company-story, mission, team, trust --- ## About Page Storytelling **Impact: HIGH** The about page builds trust and connection. It answers: "Who is behind this product, and can I trust them?" Done well, it turns evaluators into believers. ### About Page Structure ``` ┌────────────────────────────────────────────────────┐ │ 1. OPENING STATEMENT │ │ Who you are + what you believe │ │ (Not "Welcome to our about page") │ ├────────────────────────────────────────────────────┤ │ 2. ORIGIN STORY │ │ Why you exist — the problem you saw │ │ The moment that sparked the company │ ├────────────────────────────────────────────────────┤ │ 3. MISSION/VISION │ │ Where you're going + why it matters │ │ The change you want to create │ ├────────────────────────────────────────────────────┤ │ 4. VALUES/PRINCIPLES │ │ What you believe + how you operate │ │ 3-5 core values with real meaning │ ├────────────────────────────────────────────────────┤ │ 5. THE TEAM │ │ Leadership + key team members │ │ Humanizing photos + brief bios │ ├────────────────────────────────────────────────────┤ │ 6. TRACTION/PROOF │ │ Customers, funding, milestones │ │ Credibility markers │ ├────────────────────────────────────────────────────┤ │ 7. CULTURE GLIMPSE │ │ What it's like to work here │ │ (Optional, good for recruiting) │ ├────────────────────────────────────────────────────┤ │ 8. JOIN US CTA │ │ Careers, contact, or newsletter │ └────────────────────────────────────────────────────┘ ``` ### The Three Audiences Your about page serves three different readers: | Audience | What They Want | What to Emphasize | |----------|---------------|-------------------| | **Potential customers** | Trust, credibility | Experience, stability, customer focus | | **Potential hires** | Culture, mission | Values,