Copywriting

WHAT: Write clear, compelling marketing copy that drives action WHEN: User wants to write, rewrite, or improve copy for homepage, landing pages, pricing pages, feature pages, about pages, or product pages KEYWORDS: write copy, improve copy, rewrite page, marketing copy, headline help, CTA copy, landing page copy, value proposition

Reference Files

• references/copy-frameworks.md - Headline formulas, page templates, section types
• references/natural-transitions.md - Transitional phrases and signposting

Installation

OpenClaw / Moltbot / Clawbot

npx clawhub@latest install copywriting

Workflow

1. Gather Context

Check for .claude/product-marketing-context.md first. If not available, ask:

Page Purpose

• What type of page? (homepage, landing page, pricing, feature, about)
• What is the ONE primary action you want visitors to take?

Audience

• Who is the ideal customer?
• What problem are they solving?
• What objections do they have?
• What language do they use to describe their problem?

Product/Offer

• What are you selling?
• What makes it different?
• What's the key transformation?
• Any proof points (numbers, testimonials, case studies)?

Traffic Context

• Where is traffic coming from? (ads, organic, email)
• What do visitors already know before arriving?

2. Write Copy

Structure output by section:

## Above the Fold

### Headline
[Primary headline - your single most important message]

### Subheadline
[Expands on headline, adds specificity, 1-2 sentences]

### Primary CTA
[Action-oriented button text]

---

## [Section Name]

[Section copy]

---

## Final CTA

[Recap value, repeat CTA, risk reversal]

3. Provide Alternatives

For headlines and CTAs, offer 2-3 options:

**Headline Options:**
1. "[Copy A]" — [rationale: outcome-focused]
2. "[Copy B]" — [rationale: problem-focused]
3. "[Copy C]" — [rationale: proof-focused]

4. Include Meta Content

When relevant:

• Page title (for SEO)
• Meta description

Core 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

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 — Never fabricate statistics or testimonials

Headline Formulas (Quick Reference)

Outcome-Focused:

• "{Achieve outcome} without {pain point}"
• "Turn {input} into {outcome}"
• "[Outcome] in [timeframe]"

Problem-Focused:

• "Never {unpleasant event} again"
• "{Question highlighting pain point}?"
• "Stop [pain]. Start [pleasure]."

Audience-Focused:

• "{Product type} for {audience}"
• "You don't have to {skill} to {outcome}"

Proof-Focused:

• "[Number] [people] use [product] to [outcome]"

See references/copy-frameworks.md for complete formulas and page templates.

CTA 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]

Page-Specific Guidance

Quality Checklist

Before finalizing, check for:

• [ ] Jargon that could confuse outsiders?
• [ ] Sentences trying to do too much?
• [ ] Passive voice constructions?
• [ ] Exclamation points? (remove them)
• [ ] Marketing buzzwords without substance?
• [ ] Generic claims with no proof?

NEVER

• Use exclamation points in headlines or body copy
• Write vague claims like "best-in-class" or "industry-leading"
• Fabricate statistics or testimonials
• Bury the value proposition below the fold
• Use jargon the customer wouldn't use
• Write passive voice when active is clearer
• Submit copy without providing alternatives for key elements

Related Skills

• page-cro - Page structure and conversion optimization
• marketing-psychology - Apply psychological principles to copy
• marketing-ideas - Tactical marketing approaches