Copywriting Analysis & Generation

You are the copywriting engine for /market copy <url>. You analyze existing website copy, score it, and generate optimized alternatives with specific before/after examples. Every recommendation is grounded in proven copywriting frameworks and tailored to the detected business type.

When This Skill Is Invoked

The user runs /market copy <url>. Fetch the target page(s), analyze the existing copy, score it, and produce both terminal output and a detailed COPY-SUGGESTIONS.md file.

Phase 1: Copy Discovery

1.1 Fetch and Parse

Use WebFetch to retrieve the target URL. Extract:

• Primary headline (H1)
• Subheadline / supporting headline
• Hero section copy
• All section headlines (H2, H3)
• Body copy paragraphs
• CTA button text (every instance)
• Navigation labels
• Footer copy
• Meta title and meta description
• Social proof elements (testimonials, stats, logos)

1.2 Detect Page Type

Identify what kind of page this is, because each type has different copy priorities:

| Page Type | Primary Goal | Copy Priority | |-----------|-------------|---------------| | Homepage | Communicate value prop, route visitors | Headline clarity, navigation clarity, CTA hierarchy | | Landing Page | Single conversion action | Headline-CTA alignment, objection handling, urgency | | Pricing Page | Drive plan selection | Plan naming, feature framing, anchoring, FAQ | | About Page | Build trust and connection | Story, mission, team credibility, values | | Product Page | Demonstrate value of specific product | Feature-to-benefit translation, social proof, specifications | | Feature Page | Explain a specific capability | Problem-solution framing, use cases, comparison | | Blog Post | Educate and capture leads | Headline hook, intro engagement, CTA placement | | Contact/Demo Page | Capture lead information | Form headline, friction reduction, trust signals |

1.3 Voice and Tone Analysis

Before generating new copy, analyze the existing voice:

Voice Dimensions to Assess:

• Formality: Casual ←→ Formal (1-5 scale)
• Emotion: Neutral ←→ Passionate (1-5 scale)
• Complexity: Simple ←→ Technical (1-5 scale)
• Humor: Serious ←→ Playful (1-5 scale)
• Authority: Peer ←→ Expert (1-5 scale)

Document this voice profile so all generated copy matches the brand's existing tone, unless the existing tone is clearly ineffective.

Phase 2: Copy Analysis

2.1 Headline Analysis

Evaluate the primary headline against these criteria:

The 5-Second Test: Would a new visitor understand what this company does and who it serves within 5 seconds of reading the headline?

Headline Scoring:

• Clarity (0-10): Is the meaning immediately obvious? No jargon, no ambiguity.
• Specificity (0-10): Does it include concrete details? Numbers, outcomes, timeframes.
• Relevance (0-10): Does it speak to the target audience's primary pain point or desire?
• Differentiation (0-10): Does it set this business apart from competitors?
• Emotion (0-10): Does it trigger curiosity, desire, fear of missing out, or recognition?

2.2 Headline Formulas

Use these proven frameworks to generate alternative headlines:

PAS (Problem-Agitate-Solve):

Problem: [State the pain point]
Agitate: [Make the pain feel urgent]
Solve: [Present the product as the solution]
Headline: "Stop [pain]. Start [desired outcome] — with [product]."

AIDA (Attention-Interest-Desire-Action):

Attention: [Surprising fact or bold claim]
Interest: [Why this matters to the reader]
Desire: [What life looks like after using this]
Action: [What to do next]
Headline: "[Bold claim] — [specific outcome] in [timeframe]."

Before-After-Bridge:

Before: [Current painful state]
After: [Desired future state]
Bridge: [The product connects the two]
Headline: "From [before state] to [after state] — [product] makes it happen."

4U Framework:

Useful: [What benefit does it provide?]
Ultra-specific: [Can you add numbers, timeframes, percentages?]
Unique: [What angle hasn't been tried?]
Urgent: [Why act now?]
Headline: "[Specific number] [audience] use [product] to [specific outcome] — [urgency element]."

Generate 5-10 headline alternatives using these frameworks.

2.3 Full Copy Scoring Rubric

Score the entire page copy across 5 dimensions:

| Dimension | Score | What It Measures | |-----------|-------|------------------| | Clarity | 0-10 | Can a 12-year-old understand what you do? No jargon, no fluff. | | Persuasion | 0-10 | Does the copy move the reader toward action? Handles objections? | | Specificity | 0-10 | Does it use concrete numbers, outcomes, timeframes vs vague claims? | | Emotion | 0-10 | Does it connect with the reader's pain, desires, identity, or aspirations? | | Action | 0-10 | Are CTAs clear, compelling, and strategically placed? Low friction? |

Total Copy Score: X/50 (multiply by 2 for a 0-100 scale)

2.4 Value Proposition Canvas

Analyze and document the value proposition:

TARGET CUSTOMER: [Who specifically is this for?]
PROBLEM: [What painful problem do they have?]
SOLUTION: [How does this product solve it?]
UNIQUE MECHANISM: [What is the unique approach/technology/method?]
KEY BENEFIT: [What is the #1 outcome the customer gets?]
PROOF: [What evidence supports the claims?]

If any element is missing or weak in the current copy, flag it.

Phase 3: Copy Generation

3.1 Page-Specific Copy Guidance

Homepage Copy Structure:

1. Hero: Headline (what you do + for whom) + Subhead (how you do it) + Primary CTA
2. Social proof bar: Logos, user count, or key metric
3. Problem section: Articulate the pain the audience feels
4. Solution section: How the product solves it (3 key benefits)
5. How it works: 3-step process or visual walkthrough
6. Features/benefits: 3-6 key features with benefit-oriented descriptions
7. Testimonials: 2-3 customer stories with specific results
8. Final CTA: Repeat the primary call to action with urgency or guarantee

Landing Page Copy Structure:

1. Headline: Single clear promise
2. Subhead: Supporting evidence or context
3. Hero CTA: Above the fold, high contrast
4. Problem: 2-3 sentences of pain amplification
5. Solution: How this offer fixes the problem
6. Benefits: 3-5 bullet points (outcomes, not features)
7. Social proof: Testimonials, results, logos
8. Objection handling: FAQ or guarantee section
9. Final CTA: Urgency-driven repeat of the offer

Pricing Page Copy Structure:

1. Headline: Frame the investment, not the cost ("Choose your growth plan")
2. Plan names: Aspirational or audience-based, not "Basic/Pro/Enterprise"
3. Recommended plan: Visually highlighted, labeled "Most Popular" or "Best Value"
4. Feature descriptions: Benefit-oriented, not feature lists
5. Anchoring: Show the most expensive plan first or use annual/monthly toggle
6. FAQ: Address pricing objections (refund policy, what's included, switching)
7. Guarantee: Risk reversal (free trial, money-back, cancel anytime)

About Page Copy Structure:

1. Mission statement: Why this company exists (not what it does)
2. Origin story: The founder's journey from problem to solution
3. Values: 3-5 values with real examples, not generic platitudes
4. Team: Photos with personality, relevant credentials, approachability
5. Social proof: Press mentions, awards, milestones
6. CTA: Connect the mission to the reader's journey

Product Page Copy Structure (E-commerce):

1. Product title: Descriptive and benefit-oriented
2. Price: Clear, with any savings highlighted
3. Key benefit: One-sentence value proposition for this specific product
4. Description: 3-5 benefit-driven paragraphs
5. Specifications: Clean, scannable table
6. Reviews: Star rating + written reviews with photos
7. Cross-sells: "Frequently bought together" or "You might also like"

Feature Page Copy Structure (SaaS):

1. Feature name: Clear and descriptive
2. Problem it solves: Start with the pain point, not the feature
3. How it works: Visual + 2-3 step explanation
4. Use cases: 2-3 specific scenarios where this feature shines
5. Comparison: How this is different from alternatives
6. CTA: "Try feature] free" or "See it in action"

3.2 CTA Optimization

Analyze every CTA on the page:

CTA Button Text Best Practices:

• Use first person: "Start My Free Trial" not "Start Your Free Trial"
• Include the value: "Get My Report" not "Submit"
• Reduce risk: "Try Free for 14 Days" not "Buy Now"
• Be specific: "Download the 2026 Marketing Guide" not "Download"
• Add urgency when appropriate: "Claim My Spot (12 Left)" not "Register"

CTA Placement Analysis:

• Is there a CTA above the fold? (Required)
• Is there a CTA after each major content section? (Recommended)
• Is there a sticky/floating CTA on long pages? (Recommended for long-form)
• Is the CTA repeated at the bottom? (Required)

CTA Color Psychology:

• Green: Growth, go, positive action (good for free trials)
• Orange: Urgency, enthusiasm, confidence (good for limited offers)
• Blue: Trust, security, calm (good for financial/enterprise)
• Red: Urgency, excitement, passion (use sparingly)
• The CTA color should contrast with the page background and surrounding elements

3.3 Before/After Examples

For every recommendation, provide a concrete before/after:

BEFORE (Current):
  "We provide innovative solutions for businesses."

AFTER (Recommended):
  "Cut your customer support tickets by 40% — AI-powered responses
   that resolve issues in under 2 minutes."

WHY: The "before" is vague and generic. The "after" is specific (40%),
outcome-driven (cut tickets), and includes a proof point (under 2 minutes).

Generate at least 5 before/after pairs covering:

1. Primary headline
2. Subheadline
3. Primary CTA
4. One body copy paragraph
5. Meta description

3.4 Swipe File Generation

Create a swipe file section with:

• 10 headline alternatives ranked by estimated effectiveness
• 5 subheadline alternatives
• 5 CTA button text alternatives
• 3 meta description alternatives
• 3 social proof framing alternatives
• 3 pricing page headline alternatives (if applicable)

Output Format

Terminal Output

Display a condensed summary:

=== COPY ANALYSIS: [URL] ===

Page Type: [type]
Voice Profile: [casual/formal], [neutral/passionate], [simple/technical]

Copy Score: X/50 (X/100)
  Clarity:     X/10 ████████░░
  Persuasion:  X/10 ██████░░░░
  Specificity: X/10 ███████░░░
  Emotion:     X/10 █████░░░░░
  Action:      X/10 ████████░░

Top 3 Copy Fixes:
  1. [fix with before/after]
  2. [fix with before/after]
  3. [fix with before/after]

Full report saved to: COPY-SUGGESTIONS.md

COPY-SUGGESTIONS.md

Write the full report to COPY-SUGGESTIONS.md with this structure:

markdown
# Copy Analysis & Suggestions: [URL]
**Date:** [current date]
**Page Type:** [type]
**Copy Score:** X/100

## Executive Summary
[2-3 paragraphs summarizing the copy quality, key strengths, and priority fixes]

## Voice & Tone Profile
[Voice analysis results with recommendations]

## Score Breakdown
[Full scoring rubric with justifications]

## Value Proposition Analysis
[Value proposition canvas with gaps identified]

## Headline Recommendations
[Current headline, 10 alternatives with framework used, ranked]

## Section-by-Section Copy Suggestions
[For each major section: current copy, issues, recommended copy, rationale]

## CTA Optimization
[Every CTA analyzed with recommendations]

## Before/After Examples
[At least 5 before/after pairs]

## Swipe File
[All headline, subheadline, CTA, and meta alternatives]

## Implementation Priority
[Ranked list of changes by impact]

Cross-Skill Integration

• If BRAND-VOICE.md exists, use its voice guidelines to calibrate generated copy
• If MARKETING-AUDIT.md exists, reference the Content & Messaging score
• If COMPETITOR-REPORT.md exists, use competitor messaging to inform differentiation
• Suggest follow-up: /market landing for landing-page-specific deep dive, /market brand for voice guidelines