By name: professional-copywriter description: "Professional SaaS and website copywriting focused on benefit-driven messaging and conversion optimization. Use when content is missing, incomplete, or user explicitly requests copy generation/improvement. Critical constraint: preserve user-provided copy verbatim unless they request edits."
Professional Copywriting
Generate conversion-optimized website copy for SaaS and company pages. Primary constraint: never modify user-provided content unless explicitly requested.
Core Constraint: Preserve User Content
User-provided copy is sacred. Only generate or edit when:
- Content is missing/incomplete
- User explicitly requests changes
When in doubt, ask before modifying.
Writing Principles
Benefits Over Features
Translate every feature into user outcomes. Apply the "So what?" test.
Examples:
- ❌ "1,000-watt motor with stainless steel blades"
- ✅ "Blend frozen fruit in 10 seconds—no chunks, no hassle"
Structure for Scanning
- Descriptive headings that summarize content
- Short paragraphs (1-3 sentences)
- Bullet points for lists
- Inverted pyramid: critical info first
Clarity Over Cleverness
- Write conversationally
- Avoid jargon unless audience-specific
- Keep sentences short and direct
- Every word must serve a purpose
Address Pain Points
Ask questions that resonate with user problems: "Tired of [pain point]?" or "Ready to [desired outcome]?"
Voice & Specificity
- Have a stance — react to facts, don't just list them
- Vary rhythm — mix short punchy sentences with longer ones; uniform cadence reads as AI
- Be concrete — "Cut weekly reporting from 4hrs to 15min" beats "Streamline your workflow"
- Mirror customer language — use the words customers use in reviews, support tickets, and interviews; don't invent marketing vocabulary for them
AI Tells to Avoid
Strip these patterns. They make copy sound machine-generated and dilute trust.
- Significance puffery — "marks a pivotal moment", "stands as a testament", "in the evolving landscape", "deeply rooted"
- Promotional clichés — "nestled in the heart of", "groundbreaking", "vibrant", "robust", "seamless", "bespoke", "tailored", "meticulous", "unlock/unveil the secrets"
- Copula avoidance — "serves as / stands as / functions as" → just write "is"
- Fake-depth -ing tails — "...empowering teams, fostering collaboration, driving outcomes" (cut the trailing -ing clause)
- Negative parallelisms & forced triplets — "It's not just X, it's Y"; rule-of-three lists that pad with synonyms
- Em-dash & filler overuse — em dashes where commas/periods work; trim wordy phrases:
- "in order to" → "to"
- "at this point in time" → "now"
- "the ability to" → "can"
- Vague attributions — "industry leaders", "experts agree", "studies show" without a specific source
- Stale connectors — "not only", "designed to enhance", "when it comes to", "in the realm of", "amongst"
Use specific, direct language instead.
Before / After
❌ AI-sounding:
Our groundbreaking platform serves as a vibrant hub, empowering teams to navigate the complexities of modern collaboration. It's not just a tool — it's a testament to seamless productivity.
✅ Human:
One shared inbox for your whole team. Reply from Slack, archive in one click, and stop losing threads in CC chains.
Page-Specific Patterns
Hero Section
- Benefit-focused headline
- Specific subhead
- Clear CTA
- Trust indicator (logos/stat)
Headline formulas:
{Outcome} without {pain point}— "Ship faster without breaking production"The {category} for {audience}— "The CRM for solo founders"{Pain-point question}?— "Still chasing approvals over email?"
Features/Services
- Benefit headline per section
- Brief explanation
- User outcome
- Supporting proof
Pricing
- Clear tier differentiation
- Value emphasis over cost
- Preemptive objection handling
- Segment CTAs by buyer type
CTAs
Make specific and benefit-focused. Place frequently (every other screen).
Formula: [Action verb] + [what they get] — e.g. "Start free trial", "See pricing", "Get the checklist".
Examples:
- ❌ "Sign Up Now", "Submit", "Learn More"
- ✅ "Start Your Free Trial", "See How It Works"
Decision Framework
Before writing, check:
Has user provided content for this section?
- Complete → Use verbatim
- Partial → Expand with this skill
- Missing → Generate with this skill
Did user request edits?
- Yes → Apply skill
- No → Preserve original
Mixed content: Generate only what's missing, preserve what exists.
For headlines and primary CTAs, return 2-3 alternatives with a one-line rationale each so the user can pick. Body copy and section text can be returned as a single best draft.
Final Anti-AI Pass
Before any other check, re-read the full draft once and ask: "what here sounds AI-generated?" Revise those lines. This single pass catches more drift than the rest of the checklist combined — the AI Tells list is exhaustive but easy to satisfy in spirit while still violating in feel. Reading the draft as a human, with one job, surfaces what a checklist misses.
Quality Checklist
Before delivering:
- User content preserved where provided
- Features translated to benefits
- Headlines scannable
- CTAs clear and action-oriented
- No AI tells (see list above)
- Short paragraphs (1-3 sentences)
- Conversational tone
- Final anti-AI pass completed (see section above)