Copywriting Analysis & Generation
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| 1 | # Copywriting Analysis & GenerationA5 — No allowed-tools declared — no way to tell what this skill may touchB3 — Frontmatter: no frontmatter |
| 2 | |
| 3 | You are the copywriting engine for `/market copy <url>`. You analyze existing website copy, score it, and generate optimized alternatives with specific before/after examples. Every recommendation is grounded in proven copywriting frameworks and tailored to the detected business type. |
| 4 | |
| 5 | ## When This Skill Is Invoked |
| 6 | |
| 7 | The user runs `/market copy <url>`. Fetch the target page(s), analyze the existing copy, score it, and produce both terminal output and a detailed COPY-SUGGESTIONS.md file.A4 — This skill pulls in web or user content but never says to treat that content as data. A signal, not proof. |
| 8 | |
| 9 | --- |
| 10 | |
| 11 | ## Phase 1: Copy Discovery |
| 12 | |
| 13 | ### 1.1 Fetch and Parse |
| 14 | |
| 15 | Use `WebFetch` to retrieve the target URL. Extract: |
| 16 | - Primary headline (H1) |
| 17 | - Subheadline / supporting headline |
| 18 | - Hero section copy |
| 19 | - All section headlines (H2, H3) |
| 20 | - Body copy paragraphs |
| 21 | - CTA button text (every instance) |
| 22 | - Navigation labels |
| 23 | - Footer copy |
| 24 | - Meta title and meta description |
| 25 | - Social proof elements (testimonials, stats, logos) |
| 26 | |
| 27 | ### 1.2 Detect Page Type |
| 28 | |
| 29 | Identify what kind of page this is, because each type has different copy priorities: |
| 30 | |
| 31 | | Page Type | Primary Goal | Copy Priority | |
| 32 | |-----------|-------------|---------------| |
| 33 | | **Homepage** | Communicate value prop, route visitors | Headline clarity, navigation clarity, CTA hierarchy | |
| 34 | | **Landing Page** | Single conversion action | Headline-CTA alignment, objection handling, urgency | |
| 35 | | **Pricing Page** | Drive plan selection | Plan naming, feature framing, anchoring, FAQ | |
| 36 | | **About Page** | Build trust and connection | Story, mission, team credibility, values | |
| 37 | | **Product Page** | Demonstrate value of specific product | Feature-to-benefit translation, social proof, specifications | |
| 38 | | **Feature Page** | Explain a specific capability | Problem-solution framing, use cases, comparison | |
| 39 | | **Blog Post** | Educate and capture leads | Headline hook, intro engagement, CTA placement | |
| 40 | | **Contact/Demo Page** | Capture lead information | Form headline, friction reduction, trust signals | |
| 41 | |
| 42 | ### 1.3 Voice and Tone Analysis |
| 43 | |
| 44 | Before generating new copy, analyze the existing voice: |
| 45 | |
| 46 | **Voice Dimensions to Assess:** |
| 47 | - **Formality:** Casual ←→ Formal (1-5 scale) |
| 48 | - **Emotion:** Neutral ←→ Passionate (1-5 scale) |
| 49 | - **Complexity:** Simple ←→ Technical (1-5 scale) |
| 50 | - **Humor:** Serious ←→ Playful (1-5 scale) |
| 51 | - **Authority:** Peer ←→ Expert (1-5 scale) |
| 52 | |
| 53 | Document this voice profile so all generated copy matches the brand's existing tone, unless the existing tone is clearly ineffective. |
| 54 | |
| 55 | --- |
| 56 | |
| 57 | ## Phase 2: Copy Analysis |
| 58 | |
| 59 | ### 2.1 Headline Analysis |
| 60 | |
| 61 | Evaluate the primary headline against these criteria: |
| 62 | |
| 63 | **The 5-Second Test:** Would a new visitor understand what this company does and who it serves within 5 seconds of reading the headline? |
| 64 | |
| 65 | **Headline Scoring:** |
| 66 | - **Clarity (0-10):** Is the meaning immediately obvious? No jargon, no ambiguity. |
| 67 | - **Specificity (0-10):** Does it include concrete details? Numbers, outcomes, timeframes. |
| 68 | - **Relevance (0-10):** Does it speak to the target audience's primary pain point or desire? |
| 69 | - **Differentiation (0-10):** Does it set this business apart from competitors? |
| 70 | - **Emotion (0-10):** Does it trigger curiosity, desire, fear of missing out, or recognition? |
| 71 | |
| 72 | ### 2.2 Headline Formulas |
| 73 | |
| 74 | Use these proven frameworks to generate alternative headlines: |
| 75 | |
| 76 | **PAS (Problem-Agitate-Solve):** |
| 77 | ``` |
| 78 | Problem: [State the pain point] |
| 79 | Agitate: [Make the pain feel urgent] |
| 80 | Solve: [Present the product as the solution] |
| 81 | Headline: "Stop [pain]. Start [desired outcome] — with [product]." |
| 82 | ``` |
| 83 | |
| 84 | **AIDA (Attention-Interest-Desire-Action):** |
| 85 | ``` |
| 86 | Attention: [Surprising fact or bold claim] |
| 87 | Interest: [Why this matters to the reader] |
| 88 | Desire: [What life looks like after using this] |
| 89 | Action: [What to do next] |
| 90 | Headline: "[Bold claim] — [specific outcome] in [timeframe]." |
| 91 | ``` |
| 92 | |
| 93 | **Before-After-Bridge:** |
| 94 | ``` |
| 95 | Before: [Current painful state] |
| 96 | After: [Desired future state] |
| 97 | Bridge: [The product connects the two] |
| 98 | Headline: "From [before state] to [after state] — [product] makes it happen." |
| 99 | ``` |
| 100 | |
| 101 | **4U Framework:** |
| 102 | ``` |
| 103 | Useful: [What benefit does it provide?] |
| 104 | Ultra-specific: [Can you add numbers, timeframes, percentages?] |
| 105 | Unique: [What angle hasn't been tried?] |
| 106 | Urgent: [Why act now?] |
| 107 | Headline: "[Specific number] [audience] use [product] to [specific outcome] — [urgency element]." |
| 108 | ``` |
| 109 | |
| 110 | Generate 5-10 headline alternatives using these frameworks. |
| 111 | |
| 112 | ### 2.3 Full Copy Scoring Rubric |
| 113 | |
| 114 | Score the entire page copy across 5 dimensions: |
| 115 | |
| 116 | | Dimension | Score | What It Measures | |
| 117 | |-----------|-------|------------------| |
| 118 | | **Clarity** | 0-10 | Can a 12-year-old understand what you do? No jargon, no fluff. | |
| 119 | | **Persuasion** | 0-10 | Does the copy move the reader toward action? Handles objections? | |
| 120 | | **Specificity** | 0-10 | Does it use concrete numbers, outcomes, timeframes vs vague claims? | |
| 121 | | **Emotion** | 0-10 | Does it connect with the reader's pain, desires, identity, or aspirations? | |
| 122 | | **Action** | 0-10 | Are CTAs clear, compelling, and strategically placed? Low friction? | |
| 123 | |
| 124 | **Total Copy Score: X/50** (multiply by 2 for a 0-100 scale) |
| 125 | |
| 126 | ### 2.4 Value Proposition Canvas |
| 127 | |
| 128 | Analyze and document the value proposition: |
| 129 | |
| 130 | ``` |
| 131 | TARGET CUSTOMER: [Who specifically is this for?] |
| 132 | PROBLEM: [What painful problem do they have?] |
| 133 | SOLUTION: [How does this product solve it?] |
| 134 | UNIQUE MECHANISM: [What is the unique approach/technology/method?] |
| 135 | KEY BENEFIT: [What is the #1 outcome the customer gets?] |
| 136 | PROOF: [What evidence supports the claims?] |
| 137 | ``` |
| 138 | |
| 139 | If any element is missing or weak in the current copy, flag it. |
| 140 | |
| 141 | --- |
| 142 | |
| 143 | ## Phase 3: Copy Generation |
| 144 | |
| 145 | ### 3.1 Page-Specific Copy Guidance |
| 146 | |
| 147 | **Homepage Copy Structure:** |
| 148 | 1. Hero: Headline (what you do + for whom) + Subhead (how you do it) + Primary CTA |
| 149 | 2. Social proof bar: Logos, user count, or key metric |
| 150 | 3. Problem section: Articulate the pain the audience feels |
| 151 | 4. Solution section: How the product solves it (3 key benefits) |
| 152 | 5. How it works: 3-step process or visual walkthrough |
| 153 | 6. Features/benefits: 3-6 key features with benefit-oriented descriptions |
| 154 | 7. Testimonials: 2-3 customer stories with specific results |
| 155 | 8. Final CTA: Repeat the primary call to action with urgency or guarantee |
| 156 | |
| 157 | **Landing Page Copy Structure:** |
| 158 | 1. Headline: Single clear promise |
| 159 | 2. Subhead: Supporting evidence or context |
| 160 | 3. Hero CTA: Above the fold, high contrast |
| 161 | 4. Problem: 2-3 sentences of pain amplification |
| 162 | 5. Solution: How this offer fixes the problem |
| 163 | 6. Benefits: 3-5 bullet points (outcomes, not features) |
| 164 | 7. Social proof: Testimonials, results, logos |
| 165 | 8. Objection handling: FAQ or guarantee section |
| 166 | 9. Final CTA: Urgency-driven repeat of the offer |
| 167 | |
| 168 | **Pricing Page Copy Structure:** |
| 169 | 1. Headline: Frame the investment, not the cost ("Choose your growth plan") |
| 170 | 2. Plan names: Aspirational or audience-based, not "Basic/Pro/Enterprise" |
| 171 | 3. Recommended plan: Visually highlighted, labeled "Most Popular" or "Best Value" |
| 172 | 4. Feature descriptions: Benefit-oriented, not feature lists |
| 173 | 5. Anchoring: Show the most expensive plan first or use annual/monthly toggle |
| 174 | 6. FAQ: Address pricing objections (refund policy, what's included, switching) |
| 175 | 7. Guarantee: Risk reversal (free trial, money-back, cancel anytime) |
| 176 | |
| 177 | **About Page Copy Structure:** |
| 178 | 1. Mission statement: Why this company exists (not what it does) |
| 179 | 2. Origin story: The founder's journey from problem to solution |
| 180 | 3. Values: 3-5 values with real examples, not generic platitudes |
| 181 | 4. Team: Photos with personality, relevant credentials, approachability |
| 182 | 5. Social proof: Press mentions, awards, milestones |
| 183 | 6. CTA: Connect the mission to the reader's journey |
| 184 | |
| 185 | **Product Page Copy Structure (E-commerce):** |
| 186 | 1. Product title: Descriptive and benefit-oriented |
| 187 | 2. Price: Clear, with any savings highlighted |
| 188 | 3. Key benefit: One-sentence value proposition for this specific product |
| 189 | 4. Description: 3-5 benefit-driven paragraphs |
| 190 | 5. Specifications: Clean, scannable table |
| 191 | 6. Reviews: Star rating + written reviews with photos |
| 192 | 7. Cross-sells: "Frequently bought together" or "You might also like" |
| 193 | |
| 194 | **Feature Page Copy Structure (SaaS):** |
| 195 | 1. Feature name: Clear and descriptive |
| 196 | 2. Problem it solves: Start with the pain point, not the feature |
| 197 | 3. How it works: Visual + 2-3 step explanation |
| 198 | 4. Use cases: 2-3 specific scenarios where this feature shines |
| 199 | 5. Comparison: How this is different from alternatives |
| 200 | 6. CTA: "Try [feature] free" or "See it in action" |
| 201 | |
| 202 | ### 3.2 CTA Optimization |
| 203 | |
| 204 | Analyze every CTA on the page: |
| 205 | |
| 206 | **CTA Button Text Best Practices:** |
| 207 | - Use first person: "Start My Free Trial" not "Start Your Free Trial" |
| 208 | - Include the value: "Get My Report" not "Submit" |
| 209 | - Reduce risk: "Try Free for 14 Days" not "Buy Now" |
| 210 | - Be specific: "Download the 2026 Marketing Guide" not "Download" |
| 211 | - Add urgency when appropriate: "Claim My Spot (12 Left)" not "Register" |
| 212 | |
| 213 | **CTA Placement Analysis:** |
| 214 | - Is there a CTA above the fold? (Required) |
| 215 | - Is there a CTA after each major content section? (Recommended) |
| 216 | - Is there a sticky/floating CTA on long pages? (Recommended for long-form) |
| 217 | - Is the CTA repeated at the bottom? (Required) |
| 218 | |
| 219 | **CTA Color Psychology:** |
| 220 | - Green: Growth, go, positive action (good for free trials) |
| 221 | - Orange: Urgency, enthusiasm, confidence (good for limited offers) |
| 222 | - Blue: Trust, security, calm (good for financial/enterprise) |
| 223 | - Red: Urgency, excitement, passion (use sparingly) |
| 224 | - The CTA color should contrast with the page background and surrounding elements |
| 225 | |
| 226 | ### 3.3 Before/After Examples |
| 227 | |
| 228 | For every recommendation, provide a concrete before/after: |
| 229 | |
| 230 | ``` |
| 231 | BEFORE (Current): |
| 232 | "We provide innovative solutions for businesses." |
| 233 | |
| 234 | AFTER (Recommended): |
| 235 | "Cut your customer support tickets by 40% — AI-powered responses |
| 236 | that resolve issues in under 2 minutes." |
| 237 | |
| 238 | WHY: The "before" is vague and generic. The "after" is specific (40%), |
| 239 | outcome-driven (cut tickets), and includes a proof point (under 2 minutes). |
| 240 | ``` |
| 241 | |
| 242 | Generate at least 5 before/after pairs covering: |
| 243 | 1. Primary headline |
| 244 | 2. Subheadline |
| 245 | 3. Primary CTA |
| 246 | 4. One body copy paragraph |
| 247 | 5. Meta description |
| 248 | |
| 249 | ### 3.4 Swipe File Generation |
| 250 | |
| 251 | Create a swipe file section with: |
| 252 | - 10 headline alternatives ranked by estimated effectiveness |
| 253 | - 5 subheadline alternatives |
| 254 | - 5 CTA button text alternatives |
| 255 | - 3 meta description alternatives |
| 256 | - 3 social proof framing alternatives |
| 257 | - 3 pricing page headline alternatives (if applicable) |
| 258 | |
| 259 | --- |
| 260 | |
| 261 | ## Output Format |
| 262 | |
| 263 | ### Terminal Output |
| 264 | |
| 265 | Display a condensed summary: |
| 266 | |
| 267 | ``` |
| 268 | === COPY ANALYSIS: [URL] === |
| 269 | |
| 270 | Page Type: [type] |
| 271 | Voice Profile: [casual/formal], [neutral/passionate], [simple/technical] |
| 272 | |
| 273 | Copy Score: X/50 (X/100) |
| 274 | Clarity: X/10 ████████░░ |
| 275 | Persuasion: X/10 ██████░░░░ |
| 276 | Specificity: X/10 ███████░░░ |
| 277 | Emotion: X/10 █████░░░░░ |
| 278 | Action: X/10 ████████░░ |
| 279 | |
| 280 | Top 3 Copy Fixes: |
| 281 | 1. [fix with before/after] |
| 282 | 2. [fix with before/after] |
| 283 | 3. [fix with before/after] |
| 284 | |
| 285 | Full report saved to: COPY-SUGGESTIONS.md |
| 286 | ``` |
| 287 | |
| 288 | ### COPY-SUGGESTIONS.md |
| 289 | |
| 290 | Write the full report to `COPY-SUGGESTIONS.md` with this structure: |
| 291 | |
| 292 | ```markdown |
| 293 | # Copy Analysis & Suggestions: [URL] |
| 294 | **Date:** [current date] |
| 295 | **Page Type:** [type] |
| 296 | **Copy Score:** X/100 |
| 297 | |
| 298 | ## Executive Summary |
| 299 | [2-3 paragraphs summarizing the copy quality, key strengths, and priority fixes] |
| 300 | |
| 301 | ## Voice & Tone Profile |
| 302 | [Voice analysis results with recommendations] |
| 303 | |
| 304 | ## Score Breakdown |
| 305 | [Full scoring rubric with justifications] |
| 306 | |
| 307 | ## Value Proposition Analysis |
| 308 | [Value proposition canvas with gaps identified] |
| 309 | |
| 310 | ## Headline Recommendations |
| 311 | [Current headline, 10 alternatives with framework used, ranked] |
| 312 | |
| 313 | ## Section-by-Section Copy Suggestions |
| 314 | [For each major section: current copy, issues, recommended copy, rationale] |
| 315 | |
| 316 | ## CTA Optimization |
| 317 | [Every CTA analyzed with recommendations] |
| 318 | |
| 319 | ## Before/After Examples |
| 320 | [At least 5 before/after pairs] |
| 321 | |
| 322 | ## Swipe File |
| 323 | [All headline, subheadline, CTA, and meta alternatives] |
| 324 | |
| 325 | ## Implementation Priority |
| 326 | [Ranked list of changes by impact] |
| 327 | ``` |
| 328 | |
| 329 | --- |
| 330 | |
| 331 | ## Cross-Skill Integration |
| 332 | |
| 333 | - If `BRAND-VOICE.md` exists, use its voice guidelines to calibrate generated copy |
| 334 | - If `MARKETING-AUDIT.md` exists, reference the Content & Messaging score |
| 335 | - If `COMPETITOR-REPORT.md` exists, use competitor messaging to inform differentiation |
| 336 | - Suggest follow-up: `/market landing` for landing-page-specific deep dive, `/market brand` for voice guidelines |
| 337 |
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