When the user wants to write, rewrite, or improve marketing copy for any page — including homepage, landing pages, pricing pages, feature pages, about pages, or product pages. Also use when the user says "write copy for," "improve this copy," "rewrite this page," "marketing copy," "headline help," or "CTA copy." For email copy, see email-sequence. For popup copy, see popup-cro.
Copywriting creates clear, compelling marketing text that drives specific user actions on pages like homepages, landing pages, pricing, feature, about, or product pages. It focuses on writing or improving headlines, calls to action, and body copy by aligning language with the target audience’s needs, objections, and context. The skill emphasizes simple, specific, active, confident, and honest writing that avoids jargon, buzzwords, and vague claims.
This skill helps craft copy that communicates the core value proposition and guides visitors toward a primary conversion goal, considering traffic sources and existing messaging. It’s ideal for refining key page elements such as headlines, subheadlines, and CTAs to boost clarity and conversion rates.
This skill is designed for performance marketers managing landing pages in paid campaigns who need concise, action-oriented copy that converts. It’s also valuable for growth leads overseeing website content strategy, ensuring messaging aligns with user intent and brand positioning. Agency strategists tasked with rewriting or improving client page copy to increase engagement and reduce bounce rates will benefit from this skill as well.
These personas often work with concrete metrics like click-through rates and conversion percentages, requiring copy that directly influences those outcomes while maintaining brand voice and compliance.
First, gather detailed context about the page’s purpose, the primary and secondary actions desired, and the target audience’s pain points, objections, and language. Next, clarify the product or offer, including unique differentiators, expected outcomes, and supporting proof points such as testimonials or data.
Then, review the traffic sources and prior messaging to ensure alignment and reduce confusion. Draft the copy focusing on a strong, specific headline, an expanding subheadline, and a clear, action-driven CTA. Finally, run a quality check to remove jargon, passive voice, hedging, and buzzwords, refining the copy for clarity and impact before deploying.
What tone should I use for different audiences? Match the audience’s language and avoid jargon, keeping tone confident and straightforward. How do I handle multiple calls to action on one page? Prioritize one primary action and make any secondary CTAs less prominent to avoid confusion. When should I rewrite versus improve existing copy? Rewrite if the existing copy is vague, passive, or misaligned with goals; improve if it needs tightening or clearer messaging.
Attach this skill to any task where you need to write or revise marketing copy for web pages, specifying the page type, target audience, product details, and conversion goals. Expect the agent to deliver draft copy that follows best practices for clarity, specificity, and action orientation. After receiving the draft, you can run the copy-editing skill for further refinement or integrate it directly into your content workflows. This skill fits naturally into flows focused on content optimization and conversion rate improvement.
For broader context, see our roundup of marketing skills claude, and read common Claude Code content mistakes for related setup guidance.