writing-copy — скилл для Claude Code: тексты для лендингов и UI

---
name: writing-copy
description: Write marketing copy for landing pages, product descriptions, CTAs, emails, and app UI text.
user-invocable: true
---

# Writing Copy

Write clear, compelling copy for products and marketing.

## Principles

1. **Clarity over cleverness** — users should instantly understand what you're saying
2. **Benefits over features** — "Save 2 hours a day" beats "AI-powered automation"
3. **One idea per section** — don't overload the reader
4. **Active voice** — "We send your report" not "Your report will be sent"
5. **Short sentences** — aim for 15-20 words per sentence

## Landing Page Structure

### Hero Section
- **Headline**: One sentence, states the core value (8-12 words)
- **Subheadline**: Expands on the headline, addresses who it's for (15-25 words)
- **CTA**: Clear action verb ("Start free trial", "Get started", "Try for free")

```
Headline:    Ship faster with AI-powered code review
Subheadline: Catch bugs, enforce standards, and merge with confidence — 
             built for teams that move fast.
CTA:         Start free trial →
```

### Features Section
For each feature:
- **Short title** (3-5 words)
- **One sentence** explaining the benefit
- Optional: icon or screenshot

### Social Proof
- Customer logos, testimonials, metrics
- Specific numbers: "Used by 10,000+ teams" not "Used by many teams"
- Quotes with name, title, company

### CTA Section
- Repeat the primary CTA
- Address objections: "No credit card required", "Free for up to 5 users"

## Button & CTA Copy

Good:
- "Start free trial"
- "Get started — it's free"
- "Download the app"
- "See pricing"
- "Book a demo"

Bad:
- "Submit"
- "Click here"
- "Learn more" (too vague as a primary CTA)
- "Get started now for free today!" (too long)

## Microcopy (UI Text)

**Error messages:**
- Say what happened and what to do: "Payment failed. Please check your card details and try again."
- Not: "Error 422" or "Something went wrong"

**Empty states:**
- Guide the user: "No projects yet. Create your first project to get started."
- Not: "No data"

**Confirmation dialogs:**
- Be specific: "Delete this project? This will remove all tasks and cannot be undone."
- Button: "Delete project" (not "OK")

**Loading states:**
- "Setting up your workspace..." (not "Loading...")

## Email Copy

- **Subject line**: 6-10 words, specific, no ALL CAPS
- **First line**: Get to the point — why should they care?
- **Body**: One CTA, not three
- **P.S.**: Use for urgency or a secondary point (highest-read part after the subject)

## Tips

- Read your copy out loud — if it sounds awkward, rewrite it
- Cut every word that isn't doing work
- Use the "so what?" test: after every sentence, ask "so what?" — the answer should be obvious
- A/B test headlines and CTAs when possible
- Match the tone to your audience (developer docs ≠ consumer marketing)