Marketing — Conversion Copy for Landings & Web Pages

The words, not the pixels. Ground in the brand study first, then write copy that is specific, benefit-led, and unmistakably this brand.

This skill owns conversion copywriting: value proposition, headlines, section-by-section landing copy, microcopy, CTAs, email/launch sequences, channel adaptation, and SEO-aware copy structure. The sibling design skill owns the visual/UX (type, color, layout, motion); nextjs owns the build — including rendering in React the Metadata and JSON-LD this skill specifies. Long-form articles, blog posts, or social content systems with no landing/web surface are a content job, not landing copy. When asked for "a landing page", you write the copy.

Brand grounding (read this first)

Hard rule: never produce landing, web-page, or marketing copy without a complete brand study. Generic copy is the failure mode this skill exists to prevent, and the cure is grounding every word in a real, persisted brand profile. An incomplete brand study is a hard STOP, not a warning.

Run this gate before writing a single line of copy:

Locate the brand study. Read the project's root CLAUDE.md and look for a ## Brand & voice section linking into 02-DOCS/wiki/brand/ (the harness Karpathy-wiki convention: compiled brand articles live under 02-DOCS/wiki/brand/, raw inputs the user pastes live under 02-DOCS/raw/brand/). If CLAUDE.md is absent, the link is missing, or it points nowhere, treat the study as ABSENT.
Check completeness against the checklist in references/brand-grounding.md. The study is complete only when every dimension is filled: brand name & one-line positioning; ICP / audience & their pains & desires; value proposition & differentiation; tone & voice WITH do/don't word lists and 3–5 voice samples pasted from the user's real writing; proof/credibility; offers & primary CTA; channels; SEO keywords. Any empty dimension = INCOMPLETE.
If ABSENT or INCOMPLETE, STOP and interview the user. Ask the targeted questions from references/brand-grounding.md, one focused batch at a time (do not dump all questions at once; ask, wait, then continue). Voice samples are mandatory — request 3–5 pieces of the user's real writing; never fabricate a voice. Then:
- a. Write/update the brand study into 02-DOCS/wiki/brand/ as wiki articles (one article per dimension or a single index.md plus per-dimension articles), following the wiki article format in references/brand-grounding.md, and index it in 02-DOCS/wiki/index.md (the Knowledge map). Save any raw text the user pastes verbatim into 02-DOCS/raw/brand/ and link to it from the article's > Raw: line. Create the directories if they do not exist.
- b. Add or update a ## Brand & voice section in the root CLAUDE.md linking to the brand study — a short pointer only. Create CLAUDE.md if absent (additive only — never delete existing sections). The exact snippet to insert is in references/brand-grounding.md.