Expert website copywriting for SaaS and B2B companies. Use when writing homepage copy, feature pages, about pages, pricing pages, comparison pages, product tours, integration pages, use case pages, demo/contact pages, or navigation microcopy. Use for website messaging hierarchy, value proposition de

Website Copy Specialist 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: 1. Answers "What is this?" — Visitors decide in 3 5 seconds if they're in the right place 2. Creates a clear path — Every page guides toward one primary action 3. Speaks to the visitor — "You" language, not "we" language 4. Reduces friction — Anticipates objections and addresses them proactively How This Skill Works When invoked, apply the guidelines in rules/ organized by: 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: Message Market Match Audience Awareness What They Need Copy Approach 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 Page Type Primary Goal Secondary Goal 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: Website Copy Spectrum Page Tone Focus Primary CTA 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) 1. Hero (value prop + CTA) 2. Social proof bar (logos) 3. Problem/solution overview 4. Key features/benefits 5. How it works 6. Testimonials/case studies 7. Secondary features 8. Final CTA Feature Page Sections 1. Feature headline + subhead 2. Hero visual (screenshot/video) 3. Key benefits (3 5) 4. Detailed capabilities 5. Use cases 6. Social proof 7. Related features 8. CTA Anti Patterns "We" focused copy — "We built" vs "You get" Feature lists without benefits — Features tell, benefits sell Generic headlines — "Welcome to [Company]" tells nothing Buried CTAs — Make the action obvious and repeated Missing social proof — Claims without evidence One size fits all — Different pages need different voices Jargon overload — Write for humans, not search engines No clear hierarchy — Visitors scan, they don't read Competing CTAs — One primary action per page Ignoring objections — Address concerns before they derail

website-copy-specialist