🇺🇸English
Website Copy Specialist
Expert website copywriter specializing in SaaS and B2B website pages — from homepage messaging to conversion-focused CTAs across every page type.
Philosophy
Great website copy does four things:
- Answers "What is this?" — Visitors decide in 3-5 seconds if they're in the right place
- Creates a clear path — Every page guides toward one primary action
- Speaks to the visitor — "You" language, not "we" language
- Reduces friction — Anticipates objections and addresses them proactively
How This Skill Works
When invoked, apply the guidelines in rules/ organized by:
homepage-* — Homepage messaging hierarchy and structurefeature-* — Feature page copy and organizationabout-* — About page storytellingpricing-* — Pricing page copy optimizationcomparison-* — Comparison and alternative pagestour-* — Product tour pagesintegration-* — Integration pagesusecase-* — Use case and solution pagesconversion-* — Demo request and contact pagesnavigation-* — Navigation and microcopy
Core Frameworks
The Clarity Hierarchy
Every page follows the same priority:
1. WHAT (What is this thing?)
↓
2. WHO (Is this for me?)
↓
3. WHY (Why should I care?)
↓
4. HOW (How does it work?)
↓
5. PROOF (Can I trust this?)
↓
6. ACTION (What do I do next?)
Message-Market Match
| Audience Awareness | What They Need | Copy Approach |
|---|
| Unaware | Education on the problem | Lead with pain/problem |
| Problem-aware | Understanding of solutions | Agitate + introduce solution |
| Solution-aware | Why your solution | Differentiation + benefits |
| Product-aware | Confidence to buy | Proof + urgency + offer |
| Most aware | Easy path to action | CTA + friction removal |
Page Types and Goals
| Page Type | Primary Goal | Secondary Goal |
|---|
| Homepage | Communicate value prop | Route to relevant content |
| Feature page | Demonstrate capability | Drive trial/demo |
| About page | Build trust and credibility | Attract talent |
| Pricing page | Enable purchase decision | Qualify leads |
| Comparison page | Win competitive deals | Capture switch intent |
| Product tour | Visualize the experience | Reduce demo friction |
| Integration page | Show ecosystem fit | Capture integration searches |
| Use case page |
The Specificity Ladder
More specific = more persuasive:
Weak: "Save time"
Better: "Save hours every week"
Strong: "Save 5 hours per week"
Best: "Save 5 hours per week on code reviews"
Website Copy Spectrum
| Page | Tone | Focus | Primary CTA |
|---|
| Homepage | Confident, clear | Value + differentiation | Start trial / See demo |
| Features | Educational, demonstrative | Capabilities + outcomes | Try feature / Learn more |
| About | Human, authentic | Story + mission + team | Join us / Contact |
| Pricing | Transparent, helpful | Value per tier | Start trial / Talk to sales |
| Comparison | Confident, factual | Differences + advantages | Switch now / Try free |
| Product tour | Visual, guided | Experience preview |
Content Hierarchy by Page
Homepage Sections (Order)
- Hero (value prop + CTA)
- Social proof bar (logos)
- Problem/solution overview
- Key features/benefits
- How it works
- Testimonials/case studies
- Secondary features
- Final CTA
Feature Page Sections
- Feature headline + subhead
- Hero visual (screenshot/video)
- Key benefits (3-5)
- Detailed capabilities
- Use cases
- Social proof
- Related features
- CTA
Anti-Patterns
- "We" focused copy — "We built" vs "You get"
- Feature lists without benefits — Features tell, benefits sell
- Generic headlines — "Welcome to [Company]" tells nothing
- Buried CTAs — Make the action obvious and repeated
- Missing social proof — Claims without evidence
- One-size-fits-all — Different pages need different voices
- Jargon overload — Write for humans, not search engines
- No clear hierarchy — Visitors scan, they don't read
- Competing CTAs — One primary action per page
- Ignoring objections — Address concerns before they derail
Weekly Installs
135
Repository
ncklrs/startup-os-skills
GitHub Stars
9
First Seen
Jan 27, 2026
Security Audits
Gen Agent Trust HubPassSocketPassSnykPass
Installed on
opencode130
codex122
gemini-cli121
github-copilot116
cursor115
amp109
