Website copy

Write page copy that says what the company decided to say, in the buyer's words, at a length people actually read. Three passes, each with one job: get it all down, cut it hard, then make it sound like the brand.

When to use it

• Writing or rewriting one page or a set of pages.
• After /website-score has found weak sections, or /website-wireframe has set the sections.

Don't use it to decide the positioning or messaging itself (settle those first), or for blog posts, emails or ads.

Inputs

Required:

• The page or pages, and the main action each one should drive.
• context/messaging/: value proposition, capabilities, differentiators, proof.
• context/icp/: pains, outcomes and the exact phrases buyers use.

Helps if you have it:

• A wireframe per page (from /website-wireframe). Without one, use the standard order: hero, problem, how it works, benefits, proof, FAQ, final CTA.
• context/brand/: tone of voice, words to use and avoid, and your brand tokens if you have them.
• context/competitors/ and context/win-loss/: real objections for the FAQ and sharper differentiation.

Agency users: swap context/ for clients/<client>/context/. If messaging or ICP is missing, ask for the value proposition, three benefits and three buyer pains before writing, and mark the draft as resting on unconfirmed messaging.

Steps

1. Map the message to sections. For each section on each page, note which messaging point and which buyer pain it carries. A section with no source is cut or flagged. Produces: a section-to-message map.
2. Pass 1, the rough draft. Write every section in full without editing. Each headline must trace to a messaging point. No invented claims, numbers or customers. Produces: a full draft per page.
3. Pass 2, the tight edit. Cut filler, turn passive into active, remove repetition between sections, and hit the limits below. Produces: an edited draft with word counts.
4. Pass 3, the voice pass. Rewrite in the brand's tone from context/brand/. Use the buyer's own phrases from the ICP file. Offer two alternative headlines for each hero. Produces: final copy plus alternatives.
5. Check persuasion. Pick the one or two levers that address what's actually stopping this reader (proof from similar companies, a specific credential, a true deadline, a free first step) and make sure each is true. Then check the hero is simple and concrete enough to repeat after one read. Produces: notes on which levers you used and why.
6. Review with the user page by page, and loop any page that misses back to pass 3 with their notes. Produces: approved copy.

For several pages, run pass 1 on every page before starting pass 2, so the edit sees the whole site and catches repetition across pages.

Length limits

What good looks like

• The hero says what it is, who it's for and why it matters, without the reader scrolling.
• Specific beats general: "syncs your CRM every 30 seconds" beats "enables data synchronisation".
• The CTA names the outcome: "See your pipeline in 10 minutes" beats "Get started".
• Every claim and number can be traced to the messaging file or a source. Gaps are marked [source needed].
• Sentence case headlines, contractions, short sentences.

Mistakes to avoid

• Buzzwords that could describe any product: powerful, platform, solution, all-in-one, next-generation.
• "We" and "our" in every line. The page is about the reader's problem.
• The same benefit restated in three sections.
• Lists of three short punchy sentences in a row, and "it's not X, it's Y" lines. Both read as machine-written.
• Making up stats, customer names or quotes to fill a proof section.
• Writing to a wireframe slot that has no messaging behind it.

Output

Save to outputs/website/MMYY-copy/, one file per page plus a combined final.md:

# <Page> copy
Goal: <CTA>    Audience: <ICP>

## Hero
H1: ... (87 chars)    Alternatives: ... / ...
Subhead: ... (132 chars)
CTA: ...
## Problem
...
## Notes
Levers used: ...    Open items: [source needed] ...

Next step: test the riskiest headline with /ab-testing, and check each page's head tags with /metadata-lint before launch.