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