Copy Editor

Copy Editor Skill

What This Skill Does

Your content-auditor catches typos. Your copy-editor catches weak sales pitches. This skill applies proven copywriting frameworks to every page on your website, answering the one question that matters: Is this actually persuading anyone to do anything?

The difference: A grammar check finds "their/there/they're." A copy review finds "Your homepage headline took 12 words to say what Slack says in 3."

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Core Copywriting Frameworks

AIDA (Attention, Interest, Desire, Action)

Best for: Landing pages, homepages, hero sections

• Attention: Does your headline stop scrolling? (Power words, specificity, emotional trigger)
• Interest: Does the subhead explain why they should care? (Benefit, not feature)
• Desire: Does the body copy make them want it? (Social proof, specificity, visualization)
• Action: Is the CTA obvious and compelling? (Clear value, low friction, one primary call)

Example: Instead of "Cloud Storage Solutions" → "Keep Your Files Safe Everywhere—No Lost Documents Ever Again"

PAS (Problem, Agitate, Solution)

Best for: Services pages, case studies, problem-aware audiences

• Problem: Name the specific pain point
• Agitate: Show why it costs them money/time/stress (make them feel it)
• Solution: Present your offering as the obvious answer

Example: Problem: "Your team can't find files." Agitate: "That costs you 2 hours weekly." Solution: "Here's the system that lets anyone find anything in 10 seconds."

BAB (Before, After, Bridge)

Best for: About pages, results-driven content, transformation stories

• Before: Where your audience was (struggling, frustrated, lost)
• After: Where they could be (confident, winning, solved)
• Bridge: How your product/service gets them there

Example: Before: "Scattered across five tools." After: "One dashboard, perfect clarity." Bridge: "That's why teams choose [Your Product]."

4 Ps (Promise, Picture, Proof, Push)

Best for: CTAs, conversion sections, high-stakes asks

• Promise: The specific benefit they get (not the feature, the outcome)
• Picture: Help them visualize success
• Proof: Social proof, data, testimonials, case studies
• Push: The CTA (with urgency or scarcity, if honest)

Example: Promise: "Get your first lead within 7 days." Picture: "Imagine your calendar full of qualified prospects." Proof: "3,200+ businesses have already done this." Push: "Start free today—no credit card required."

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Headline Analysis & Testing

Scoring Rubric

Rate your headline on these 5 factors (1–5 scale):

Emotional Appeal (1–5)

• Curiosity: Does it make them want to know more?
• Urgency: Does it suggest time-sensitivity?
• Value: Does it promise a tangible benefit?
• Fear: Does it highlight a risk they're facing?
• Aspiration: Does it paint a desirable future?

Power Words (0–5 presence count) Look for verbs that trigger action: "Discover," "Unlock," "Master," "Transform," "Guarantee," "Proven," "Secret," "The Only," "Never Again," "Guaranteed"

Specificity (1–5)

• Vague: "Better Solutions" (score: 1)
• Concrete: "Cut Payroll Processing Time by 73% in 30 Days" (score: 5)

Length Optimization (6–12 words ideal for web)

• Too short (2–3 words): "Sell Online" → misses context
• Sweet spot (6–12 words): "Sell Online Faster—The Platform 8,000+ Retailers Trust"
• Too long (15+ words): Loses readers, dilutes impact

Readability Grade Use Flesch-Kincaid: Aim for 6th–8th grade level for web copy. (11th grade = too complex.)

A/B Test Variants

Always propose 3 headline alternatives:

1. Curiosity-driven: "The One Thing Most Websites Get Wrong (And How to Fix It)"
2. Benefit-driven: "Get More Customers Without Spending More on Ads"
3. Credibility-driven: "Trusted by 500+ Enterprise Brands to Convert Visitors Into Buyers"

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CTA Optimization

Action Verb Strength

Rank from weakest to strongest for web conversion:

1. "Submit" (procedural, low energy)
2. "Get" (transactional, neutral)
3. "Start" (forward-looking, slightly stronger)
4. "Discover" (curious, exploratory)
5. "Unlock" (exclusive, immediate value)
6. "Claim" (scarcity, ownership)

Value-Forward vs. Action-Forward CTAs

• Action-forward: "Sign Up" (assumes they know the value)
• Value-forward: "Unlock Your Free 30-Day Trial" (sells the benefit)

For uncertain audiences, always be value-forward.

Button Text Length & Specificity

• Ideal: 2–5 words ("Get Started Free," "Start My Audit")
• Avoid: Generic buttons ("Click Here," "Submit") or overly long ("Click Here to Begin Your 30-Day Free Trial")
• Specific > Generic: "Schedule a Demo" beats "Let's Talk"

Urgency & Scarcity (Use Honestly)

• Natural scarcity: "Join 3,200+ Teams Already Using [Product]"
• Real deadline: "Conference Early-Bird Price Ends Friday"
• Avoid: Fake countdown timers, misleading scarcity

Placement Analysis

• Primary CTA: Above the fold, after the core value prop
• Secondary CTAs: End of each major section
• Multiple touchpoints: Footer, sticky header (mobile), exit-intent (if appropriate)
• Friction check: Can a first-time visitor find the CTA in under 3 seconds?

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Readability Scoring

Grade Level (Flesch-Kincaid)

• Below 6th grade: Too simplistic (risks sounding patronizing)
• 6th–8th grade: Ideal for web (wide audience comprehension)
• 9th–11th grade: Getting dense (cut jargon, shorten sentences)
• 12th grade+: Too academic (rewrite for clarity)

Sentence & Paragraph Length

• Target sentence length: 12–15 words average
• Paragraph length: 2–4 sentences max (white space = readability)
• Passive voice: Under 10% (check: "is made by" = passive; "we create" = active)

Jargon Detection

• Industry terms okay if your audience uses them daily
• Explain or cut terms that only experts know
• Ask: "Would a 16-year-old understand this?"

The "So What?" Test

Read every paragraph. Ask: "So what? Why should they care?"

• Weak: "We use advanced technology."
• Strong: "That means your data is encrypted and safe."

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Page-by-Page Copy Strategy

Homepage

The 5-Second Test: Can a new visitor understand what you do and why it matters in 5 seconds?

Check for:

• Hero headline: Clear, specific, benefit-driven
• Subheadline: Explains the "why"
• Primary CTA: Visible, compelling, specific
• Trust signals: Below the fold (logos, testimonials, metrics)

About Page

Story Arc: Credibility + connection, not just credentials.

Check for:

• Origin story: Why did you start this?
• Credibility markers: Awards, experience, customer count
• Emotional connection: What do you believe? Why should people trust you?
• Call to next action: Don't end with history—pivot to "Here's how we can help you"

Services / Products Page

Benefits over features—always.

Check for:

• Each section leads with outcome, not capability
• Example: "Collaborate Instantly Across Teams" (benefit) not "Real-time synchronization" (feature)
• Social proof positioned after value prop, not buried in footer
• CTA on every major section (don't force them to scroll to convert)

Contact Page

Reduce friction.

Check for:

• Single, clear form (every field you ask = drop-off risk)
• Reassurance copy: "We'll respond within 2 hours" or "Your info is safe"
• Multiple contact methods: Phone, email, chat (options reduce anxiety)
• No requirement for phone if email is enough

Footer

Trust + navigation, not dumping ground.

Check for:

• Secondary CTAs (book a demo, subscribe, download)
• Trust signals: Certifications, memberships, years in business
• Navigation completeness: Can users find what they need?

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Microcopy Review

These tiny moments often drive conversion more than headline copy:

• Button text: "Start my free trial" vs. "Get started"
• Form labels: "Work email" (specific) vs. "Email" (generic)
• Error messages: "That email is already registered" (helpful) vs. "Error" (useless)
• Success messages: "Your demo is scheduled for Thursday at 2pm" (concrete) vs. "Success!" (hollow)
• Placeholder text: "name@company.com" (helpful) vs. blank
• Navigation labels: "See how it works" (action) vs. "Features" (generic)
• 404 page copy: Don't waste this moment—use humor or a CTA

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Competitive Messaging Comparison

Question: If you replaced your company name with a competitor's, would anyone notice?

Check for:

• Generic phrases everyone uses ("Best-in-class solutions," "Innovative technology")
• Where you zig while they zag—what's truly different?
• Are you claiming the same benefits as 5 competitors?
• What can only you say honestly?

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Copy Scorecard

Rate your website copy on these dimensions (1–5 scale):

| Dimension | Score | Notes | |-----------|-------|-------| | Persuasion Clarity | ___ | Does copy sell the benefit, not just the feature? | | Readability | ___ | Grade level appropriate? Jargon minimized? | | CTA Strength | ___ | Is the next action obvious and compelling? | | Headline Impact | ___ | Does it stop scrolling and compel reading? | | Microcopy Detail | ___ | Are small moments (buttons, errors) optimized? | | Messaging Differentiation | ___ | Is this uniquely you, or generic industry speak? | | Trust Signals | ___ | Does copy build confidence and reduce friction? | | Conversion Readiness | ___ | Would a cold visitor know what to do? |

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Deliverables

When you run this skill, you get:

1. Page-by-Page Copy Review

• What's working + what's weak
• Specific line-by-line feedback

1. Headline Rewrites (3 A/B variants per headline)

• Curiosity, benefit, and credibility angles
• Scores on all dimensions

1. CTA Optimization Report

• Current button text scored
• Stronger alternatives proposed
• Placement recommendations

1. Readability Audit

• Grade levels per page
• Sentence length, passive voice %, jargon list
• Specific rewrites to improve clarity

1. Priority Fix List

• Ranked by conversion impact (highest first)
• "Quick wins" vs. "deep rewrites"
• Estimated lift from each change

1. Competitive Positioning Insights

• How your messaging compares
• Differentiation opportunities
• Messaging pillars to own

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How to Use This Skill

Share: Your website URL, or paste copy from specific pages you want evaluated.

Specify: Are you optimizing for leads? Sales? Signups? The goal changes the strategy.

Get: A copy audit that tells you exactly what to rewrite and why—ranked by conversion impact.

This skill doesn't care if your copy is polished. It cares if it works.

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: mrhinkle
• Source: mrhinkle/VibeCoding-a-Website
• License: MIT

Install and usage instructions live in the source repository linked above.