copywriting

Overview

What the copywriting skill does

The copywriting skill turns your AI into an expert conversion copywriter. It is designed specifically for writing, rewriting, and improving marketing copy for:

• Homepages
• Landing pages
• Pricing pages
• Feature pages
• About pages
• Product / service pages

The skill focuses on clear, compelling, action-driven copy. It helps structure pages, sharpen value propositions, strengthen headlines and CTAs, and address objections so visitors are more likely to convert.

For other formats, use the dedicated skills instead:

• For email flows: email-sequence
• For popup copy and on-site experiments: popup-cro
• For pure editing and polishing: copy-editing

Who this skill is for

Use the copywriting skill if you are:

• A founder or PM refining product messaging and website copy
• A marketing manager or growth lead building or optimizing landing pages
• A copywriter who wants structured support, frameworks, and page templates
• A designer or no-code builder needing strong copy for new pages

If your main goal is to persuade visitors, clarify your offer, and increase signups, demos, or purchases, this skill is a strong fit.

Problems the copywriting skill solves

The repository is built around practical conversion copywriting. The skill helps you:

• Start from a clear page purpose instead of random paragraphs
• Ask the right questions about audience, problems, and objections
• Turn product details into benefits and outcomes
• Use proven headline formulas and page structures
• Organize pages into sections like Problem, Solution/Benefits, How It Works, Social Proof, and Objection Handling
• Write natural transitions between sections so pages feel smooth and readable

Because the skill includes structured evaluation prompts (evals/evals.json), it encourages consistent, high-quality outputs such as:

• Clear headlines and subheadlines
• Strong, action-oriented CTAs
• Logical section ordering for landing pages
• Annotations and reasoning when helpful

When this skill is not a good fit

The copywriting skill is not optimized for:

• Long-form editorial blog posts (use a content/blog-focused skill instead)
• Technical documentation or API references
• Academic or legal writing
• Complex email automation strategy (use email-sequence)
• Popup experiments and microcopy (use popup-cro)

You can still adapt it in those cases, but its strongest value is in conversion-focused website and landing page copy.

---

How to Use

1. Installation and setup

Install the copywriting skill from the coreyhaines31/marketingskills repository:

npx skills add https://github.com/coreyhaines31/marketingskills --skill copywriting

After installation:

1. Open the skills/copywriting/ directory in your environment.
2. Review SKILL.md to understand the core behavior and expectations.
3. Skim the supporting files for reference material:
   • evals/evals.json
   • references/copy-frameworks.md
   • references/natural-transitions.md

You do not need to modify these files to start using the skill, but knowing what’s inside will make your prompts more effective.

2. Core workflow: Before writing any copy

The copywriting skill is designed to gather essential context before generating copy. It follows the “Before Writing” section in SKILL.md.

First, the skill checks for product marketing context:

• If .agents/product-marketing-context.md exists (or .claude/product-marketing-context.md in older setups), it will read and use that information.
• If some information is missing, it will ask targeted follow-up questions.

The key inputs it looks for are:

Page Purpose

• What type of page is this? (homepage, landing page, pricing, feature, about, product page)
• What is the one primary action you want visitors to take? (e.g., “Start free trial,” “Book a demo,” “Join waitlist.”)

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?

Product / Offer

• What are you selling?
• What makes it different or better?
• What proof or outcomes can you share (metrics, case studies, testimonials)?

Providing this upfront makes the copy significantly stronger and reduces revision cycles.

3. Using the copywriting skill in prompts

Once the skill is installed, you can prompt your agent clearly that you want to use copywriting. Examples:

• "Use the copywriting skill to rewrite this weak homepage copy for better conversions. Primary CTA is 'Start free trial.'"
• "Using copywriting, write a landing page for our new analytics feature targeting e-commerce founders."
• "Apply the copywriting skill to tighten this pricing page and address objections about cost and migration."

For best results:

1. Specify the page type and primary goal.
2. Describe your audience and main problem.
3. Share any existing copy or positioning documents.
4. Mention any must-have sections (e.g., "Include testimonials and a FAQ section.").

The skill will then apply the frameworks and structures from the repository to produce organized, conversion-focused copy.

4. Page structure and section types

The references/copy-frameworks.md file outlines practical patterns for page structure and headline formulas. While you don’t have to open it every time, it’s useful to know what the skill leans on.

Common section types the skill can generate include:

• Headline / Hero: Clear value proposition and primary CTA
• Subheadline: Brief explanation that expands the promise
• Primary CTA: Action-oriented (e.g., Start Free Trial, Book a Demo)
• Social Proof: Logos, testimonials, stats
• Problem / Pain: The main issue your audience is facing
• Solution / Benefits: How your product solves the problem and what outcomes it delivers
• How It Works: Simple step-by-step explanation
• Objection Handling: Address common concerns like cost, complexity, or switching risk
• Secondary CTA / Final CTA: A closing prompt to act

You can request structures like:

• "Use a full SaaS homepage layout: hero, social proof, problem, solution, how it works, objections, final CTA."
• "Create a compact landing page structure focusing on headline, benefits, and CTA only."

5. Headline frameworks and CTA guidance

The copywriting skill draws on templates from references/copy-frameworks.md, such as:

• Outcome-focused headlines: “Achieve [outcome] without [pain].”
• Problem-focused headlines: “Never [unpleasant event] again.”
• Audience-focused headlines: “[Product type] for [audience] to [job].”

You can explicitly ask for these:

• "Using the copywriting skill, propose 3 outcome-focused headlines and explain which you recommend for the hero section."
• "Give me a problem-focused headline and 2 variations for my pricing page."

For CTAs, the evaluations in evals/evals.json emphasize:

• Action-oriented language (e.g., Start Free Trial, Schedule a Demo, not Submit).
• Clarity about what happens next.

You can request: "List 3 CTA options following the copywriting skill’s guidance—short, specific, and action-oriented."

6. Transitions and flow between sections

The references/natural-transitions.md file contains transition phrases and signposting patterns used to keep pages readable and search-friendly. The skill can:

• Smoothly move from problem to solution
• Introduce examples or case studies
• Summarize sections before a final CTA

Prompts you might use:

• "Rewrite this landing page using the copywriting skill and add natural transitions between each section."
• "The content is fine but choppy. Use the transitions reference from the copywriting skill to make it flow better."

7. Reviewing and iterating with evals

The evals/evals.json file contains example tasks and expectations (e.g., a SaaS onboarding homepage with specific sections and metrics). These illustrate how high-quality outputs should look:

• Full page copy organized by section
• Headline alternatives with rationale
• Use of specific proof (like "from 2 weeks to 2 days")
• Meta title and description for SEO

You can mirror these patterns in your prompts:

• "Using the copywriting skill, create full homepage copy with sections: Headline, Subheadline, CTA, Social Proof, Problem, Solution/Benefits, How It Works, Objections, Final CTA. Include SEO title and meta description."
• "Provide 2–3 headline options and explain your reasoning for each."

8. Integrating with your workflow

Common ways teams integrate the copywriting skill:

• Early-stage: Draft initial messaging and structure for a new product page
• Optimization: Rewrite underperforming pages using better structure and clearer benefits
• Variants: Generate A/B test versions of headlines, CTAs, or hero sections
• Localization prep: Create a strong English master version before localizing into other languages

If you maintain a central product marketing doc (e.g., .agents/product-marketing-context.md), keep it updated so the skill always has current positioning and proof points.

---

FAQ

Is the copywriting skill suitable for SEO-focused pages?

Yes, the copywriting skill works well for SEO-focused landing pages and marketing pages where conversion is the main objective. While it is not an SEO technical optimization tool, its emphasis on clarity, strong structure, and natural transitions supports search performance by improving readability and intent alignment. You can also ask it to include an SEO page title and meta description, as shown in the evals/evals.json examples.

How is the copywriting skill different from a general writing skill?

The copywriting skill is built specifically for conversion copy. It:

• Centers on page purpose and a single primary action
• Uses proven landing page structures and headline formulas
• Encourages benefit-led, outcome-driven messaging
• Includes guidance for CTAs, objections, and social proof

A general writing skill might produce nice words; copywriting is tuned to produce pages that are more likely to persuade and convert.

Can I use copywriting for emails or popups?

You can, but it’s not the best match. The repository explicitly recommends:

• Use email-sequence for email campaigns and automated flows.
• Use popup-cro for popup copy and on-site conversion experiments.

The copywriting skill is optimized for full pages—homepages, landing pages, pricing, feature, about, and product pages.

What information should I provide to get the best results?

To get strong output from the copywriting skill, include:

• Page type and primary goal (e.g., "feature landing page to get demo requests")
• Audience description and main problem
• Key differentiators and proof (e.g., metrics, case studies)
• Any existing copy, brand guidelines, or tone preferences

If you maintain .agents/product-marketing-context.md, the skill will read that first and only ask for gaps.

Does the skill enforce a specific tone or brand voice?

By default, the copywriting skill prioritizes clarity over cleverness and persuasive but straightforward language. However, you can specify tone requirements in your prompt—formal, playful, enterprise, minimalist, etc.—and the skill will adapt while keeping conversion-focused structure.

Can I see examples of what “good” output looks like?

Yes. Open:

• evals/evals.json to see example tasks and expected behaviors.
• references/copy-frameworks.md for headline formulas and page structures.

These files show how the skill is intended to perform on real-world homepage and landing page tasks.

How do I adapt the copywriting skill to my own project structure?

You can:

• Keep your main positioning and messaging in .agents/product-marketing-context.md so the skill always starts from the same source of truth.
• Reference your own files (e.g., briefs, personas, feature docs) in prompts.
• Use the section templates from references/copy-frameworks.md and ask the skill to apply them to your specific product.

You don’t need to change the core skill files to benefit from them; just layer your context on top.

What if my page is very short or very long?

The copywriting skill can flex:

• For short pages (simple opt-in or waitlist), ask for a compact structure—hero, benefits, and CTA.
• For longer sales pages, ask for additional sections like FAQs, detailed proof, and deeper objection handling.

Just describe the scope in your prompt, and the skill will adapt the frameworks from the references to match.

Where can I find all the supporting materials?

In the skills/copywriting/ directory of the coreyhaines31/marketingskills repository, key files include:

• SKILL.md – main behavior and description
• evals/evals.json – example tasks and expectations
• references/copy-frameworks.md – headline formulas and page structure templates
• references/natural-transitions.md – transition and signposting phrases

Use these as a reference library to get the most out of the copywriting skill when planning and refining your marketing pages.