Website Copywriting

A website should make the right person recognize their situation, understand what the product does, and know what to do next.

Principle: Write from the visitor's reality outward, not from the product's feature list inward. The copy must sound like a person who understands the work, not like a marketer explaining how marketing works.

This is a writing and information-design skill, not an AI detector and not a rigid conversion formula. Do not optimize for sounding "human" at the expense of truth, accessibility, or precision.

Evidence labels

Version 1.1. Labels appear only on effectiveness claims: statements that something improves recognition, comprehension, trust, or conversion. Obligations and workflow steps are not graded.

• [E] verified direct evidence: peer-reviewed study or documented test measuring the stated effect, with effect size and limits.
• [P] plausible practice: useful without direct measured evidence for this audience.
• [S] editorial style preference. Style items are graded in references/evidence.md; they are not tagged inline in this skill.

No rule in this skill is [E] for landing-page conversion. Treat conversion advice as a hypothesis to test on the actual site, and never promise a lift without measurement. Unlabeled effectiveness claims here are advisory practice at [P]; obligations and workflow steps are ungraded. The complete per-item classification, sources, and candidate experiments are in references/evidence.md.

Non-negotiable rules