Use copywriting to draft a homepage, feature page, pricing page, or campaign landing page. It starts with the primary action the page should support, then organizes benefits, evidence, and objections. For an established draft that mainly needs sentence-level refinement, copy-editing is the more focused companion.
Install and invoke
Run this in your project terminal to install only this skill for Claude Code:
npx skills add coreyhaines31/marketingskills --skill copywriting -a claude-code
Node.js and npx must be available. For Codex, replace -a claude-code with -a codex. In the agent conversation, explicitly ask it to use copywriting and supply your material. The installation command belongs in the terminal, not in your content brief.
Brief one page at a time
Have the agent read .agents/product-marketing.md if it exists, then add information specific to this page. A homepage may serve several visitor groups. An advertising landing page needs to continue the promise that brought this visitor here. Combining those jobs often produces a long page with no clear priority.
Example brief:
Use copywriting to rewrite this demo-booking landing page.
The audience is design-studio owners arriving from search ads for the first time. Booking a demo is the only primary action.
Use product.md for capabilities and proof.md for approved evidence. Give me section copy, three headlines, and two button options with reasons.
Do not invent metrics or testimonials.
Review the opening for three things: who this is for, what problem it solves, and what happens next. The subheadline should add specifics rather than repeat the headline. Each following section should advance one argument: the present difficulty, the mechanism that helps, supporting evidence, or a meaningful objection. Translate features into the customer’s work instead of presenting a menu of product labels.
Check the copy inside the actual page
Ask for sections in page order and annotated alternatives for important headlines and calls to action. Choose the option that accurately fits visitor awareness, not simply the most dramatic one. Button language should describe the destination. A button leading to a sales form should not promise immediate product access.
Place the chosen text into the real layout and inspect mobile line breaks, paragraph length, button position, and destination links. You can request a page title and description too, provided they describe the same offer. Verify prices, trial terms, quotations, and outcome claims against your materials before use.
A common failure is generic marketing language filling gaps in evidence, or several competing primary actions appearing in the draft. Supply a concrete customer question and restate the page’s job, then revise the affected section. If the real problem is navigation, form friction, or layout, a different headline alone will not resolve it. Treat copy as one part of the visitor experience.
Tie every page claim to a real input
Before asking for final copy, make a compact evidence sheet: the visitor’s primary question, what the product actually does about it, available proof, claims you cannot make, and where the button truly leads. Ask the skill to connect each section to that sheet. A headline might promise easier organization of customer feedback if the workflow is clear. “Save 80% of your time” needs real measurement and permission, not just the desire for a stronger headline.
Adjust the page to reader stage. A homepage should let a newcomer identify the category and audience quickly. A feature page can walk through one task. A pricing page must explain differences among plans, billing units, and likely objections. For a search-ad landing page, check that the opening fulfills the ad’s promise before deciding whether unrelated navigation or a second CTA belongs there. These decisions matter more than applying one universal page formula.
Request one main draft and a small number of alternatives, each annotated with the traffic source and audience assumption that would make it appropriate. Inspect the selected copy in the actual mobile layout for awkward wraps, truncated text, and CTA context. Once published, revise against real clicks, customer questions, and interviews; an agent’s predicted conversion rate is not an observed result.
Example: write a pricing page that does not make readers guess
Suppose a product has Free and Team plans, but Team bills per member and some integrations cost extra. Provide the approved price sheet, trial terms, frequent presales questions, and page goal. Ask: “Use copywriting for a pricing page. Explain who each tier fits above the fold. In the table, show billing unit, major limits, and paid add-ons. Give two CTA options and state what happens after each click. Do not invent testimonials or a ‘cancel anytime’ promise.”
Ask someone who has not seen the price sheet to calculate what an eight-person team would pay in month one and identify when a quote is needed. If they cannot, the copy has hidden a unit or condition. A frequent failure is turning the page into emotional sales prose while burying actual terms. Restore the pricing facts before refining the headline. Installing the skill can organize expression; it cannot approve your pricing policy.
Separate a complete page from a converting page
A user tested product context and copywriting on a fictional vitamin C serum and received a landing-page draft structured around problem, agitation, and solution. That is useful for studying the writing flow, but it is not conversion evidence. Start your own page with actual customer language, approved proof, and one primary action. Then ask someone unfamiliar with the product to identify what it does, whom it serves, and where to click before testing performance with real data.
Phoebe Fu’s public landing page starts with a precise problem—Skills are easy to find but hard to judge—then shows source, inspectable artifacts and limits before the action. It also publishes three headline options and explains why the main CTA points to field-test artifacts. This is a concrete page argument, not a measured conversion win. Preserve your headline alternatives and rationale for review, then test whether visitors understand what the CTA opens.