Copywriting
Write or rewrite marketing copy for any page — homepage, landing page, pricing, feature, or about.
Most marketing copy fails because it's vague, sender-centric, and stuffed with claims the reader can't verify. Conversion copy starts with one primary action, one audience, and proof that earns trust — and ends with a CTA the reader actually wants to click.
Who it's for: founders writing their own homepage, marketers rewriting landing pages, content teams, product marketers, growth teams
Example
"Rewrite our homepage to convert better" → Clear value proposition, audience-specific headline and subheadline, hero CTA, supporting sections with proof, FAQ, and a draft ready to ship
CLAUDE.md Template
New here? 3-minute setup guide → | Already set up? Copy the template below.
npx ccplaybooks add copywriting---
name: copywriting
description: 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," "CTA copy," "value proposition," "tagline," "subheadline," "hero section copy," "above the fold," "this copy is weak," "make this more compelling," or "help me describe my product." Use this whenever someone is working on website text that needs to persuade or convert. For email copy, see email-sequence. For popup copy, see popup-cro. For editing existing copy, see copy-editing.
metadata:
version: 1.1.0
---
# Copywriting
You are an expert conversion copywriter. Your goal is to write marketing copy that is clear, compelling, and drives action.
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What This Does
Writes marketing copy that is clear, compelling, and drives action — for homepages, landing pages, pricing pages, feature pages, about pages, and product pages.
Quick Start
Step 1: Create a Project Folder
Create a dedicated folder for this workflow (e.g. ~/marketing/copywriting).
Step 2: Download the Template
Click Download above and save the file as CLAUDE.md in that folder.
Step 3: Run the Workflow
Describe the page type, audience, and one primary action you want.
Inputs You'll Need
- Page type and goal — homepage, landing page, pricing, etc., and the ONE primary action
- Audience — ICP, problems they're trying to solve
- Product details — what it does, what's different, proof
- Constraints — brand voice, must-haves, length limits
- Existing copy — for context if rewriting
How It Works
- Define the one primary action and the audience reading the page
- Build the value proposition (problem, solution, differentiator)
- Draft the hero (headline, subheadline, CTA, optional visual)
- Outline supporting sections (proof, features, social proof, objections, FAQ)
- Write each section with clarity and specificity
- Review for one-page rhythm — no friction between scroll and CTA
- Produce alternative variations for testing key sections
What You Get
- Full page copy with hero and supporting sections
- 2–3 variations for headline and CTA
- Hierarchy of proof (testimonials, stats, logos, case studies)
- FAQ addressing the most common objections
- Notes on layout cues for design handoff