website-copy-specialist

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:

1. Answers "What is this?" — Visitors decide in 3-5 seconds if they're in the right place
2. Creates a clear path — Every page guides toward one primary action
3. Speaks to the visitor — "You" language, not "we" language
4. 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 structure
• feature-* — Feature page copy and organization
• about-* — About page storytelling
• pricing-* — Pricing page copy optimization
• comparison-* — Comparison and alternative pages
• tour-* — Product tour pages
• integration-* — Integration pages
• usecase-* — Use case and solution pages
• conversion-* — Demo request and contact pages
• navigation-* — 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 | Prove relevance to segment | Capture intent by persona | | Demo/Contact | Convert to conversation | Qualify the lead |

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 | Start free | | Integration | Technical, practical | Setup + benefits | Connect now | | Use case | Relatable, solution-focused | Problem + proof | See how | | Demo/Contact | Helpful, low-pressure | Value of conversation | Book time |

Content Hierarchy by Page

Homepage Sections (Order)

1. Hero (value prop + CTA)
2. Social proof bar (logos)
3. Problem/solution overview
4. Key features/benefits
5. How it works
6. Testimonials/case studies
7. Secondary features
8. Final CTA

Feature Page Sections

1. Feature headline + subhead
2. Hero visual (screenshot/video)
3. Key benefits (3-5)
4. Detailed capabilities
5. Use cases
6. Social proof
7. Related features
8. 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