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:
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Answers "What is this?" — Visitors decide in 3-5 seconds if they're in the right place
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Creates a clear path — Every page guides toward one primary action
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Speaks to the visitor — "You" language, not "we" language
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Reduces friction — Anticipates objections and addresses them proactively
How This Skill Works
When invoked, apply the guidelines in rules/ organized by:
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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?)
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3. WHY (Why should I care?)
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4. HOW (How does it work?)
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5. PROOF (Can I trust this?)
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6. ACTION (What do I do next?)
Message-Market Match
| 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
| 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
| 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)
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Hero (value prop + CTA)
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Social proof bar (logos)
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Problem/solution overview
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Key features/benefits
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How it works
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Testimonials/case studies
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Secondary features
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Final CTA
Feature Page Sections
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Feature headline + subhead
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Hero visual (screenshot/video)
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Key benefits (3-5)
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Detailed capabilities
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Use cases
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Social proof
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Related features
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CTA
Anti-Patterns
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"We" focused copy — "We built" vs "You get"
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Feature lists without benefits — Features tell, benefits sell
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Generic headlines — "Welcome to [Company]" tells nothing
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Buried CTAs — Make the action obvious and repeated
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Missing social proof — Claims without evidence
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One-size-fits-all — Different pages need different voices
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Jargon overload — Write for humans, not search engines
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No clear hierarchy — Visitors scan, they don't read
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Competing CTAs — One primary action per page
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Ignoring objections — Address concerns before they derail