hjemmesidekongen/web-copywriting
plugins/skjalden/skills/web-copywriting/SKILL.md
Web copywriting patterns — headlines, CTAs, microcopy, error messages, empty states, and landing page structure. Covers above-fold framework, benefit-driven copy, the Seven Sweeps editing method, and UI text guidelines.
development
Updated Apr 5, 2026
$ install --global
skillsauthnpx skillsauth add hjemmesidekongen/ai web-copywritingInstall this skill globally with one command. Works with Claude Code, Cursor, and Windsurf.
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SKILL.md
- name:
- web-copywriting
- description:
- >
- user_invocable:
- false
- interactive:
- false
- model_tier:
- senior
- depends_on:
- []
- reads:
- []
- writes:
- []
- type:
- data_validation
- - name:
- clarity_over_cleverness
- verify:
- Headlines and CTAs are immediately understandable without context
- fail_action:
- Rewrite until the copy feels obvious, not clever
- on_fail:
- Copy has conversion-killing patterns — fix before publishing
- on_pass:
- Copy is clear, benefit-driven, and honest
- origin:
- smedjen
- inspired_by:
- antigravity-awesome-skills/copywriting + copy-editing + brand-guidelines
- ported_date:
- 2026-03-10
- iteration:
- 1
- changes:
- Synthesized three external sources into smedjen knowledge skill
web-copywriting
Core Principles
Clarity over cleverness. Benefits over features. Specificity over vagueness. Customer language over company language. One idea per section. Every claim follows: Feature -> Benefit -> Outcome.
Above-Fold Framework
Headline: single most important value proposition, outcome-focused, specific. Subheadline: adds clarity in 1-2 sentences. Primary CTA: action verb describing what the user gets ("Start free trial", not "Submit").
Page Structure
Social proof (logos, stats, testimonials) -> Problem articulation -> Solution with 3-5 key benefits -> How it works (3-4 steps) -> Objection handling (FAQ, comparisons, guarantees) -> Final CTA with risk reduction. Never stack features without narrative flow.
UI Text Rules
Buttons: action verbs, 2-3 words, specific ("Create Project" not "Submit"). Errors: say what happened, why, and what to do next. Empty states: explain what goes here + clear action to populate. Tooltips: under 2 sentences, explain the "why". No exclamation marks in UI. No "Please" — just be direct. Sentence case everywhere except page titles.
Seven Sweeps (Editing)
Sequential passes on existing copy: (1) Clarity — can the reader understand? (2) Voice — is tone consistent? (3) So What — does every claim answer "why should I care"? (4) Prove It — is every claim backed by evidence? (5) Specificity — are numbers, timeframes, and examples concrete? (6) Emotion — does the copy make the reader feel something? (7) Zero Risk — are barriers to action removed near CTAs?
Anti-Patterns
Kill these on sight: weak intensifiers (very, really, extremely), filler (just, actually, basically), nominalizations ("make a decision" -> "decide"), passive voice, hedging language, marketing speak in UI ("supercharge" -> "speed up"), wall-of-features without benefits, buried CTAs, generic claims ("we help businesses grow").
See references/process.md for page structure templates, CTA formulas, specificity upgrades, word-level editing rules, and the full Seven Sweeps checklist.
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