copywriting

Website Texts

Design and revise clear, concrete, and factually substantiated website texts. Readers should understand suitability, limits, evidence, and the next step. The default is a draft in chat, not publication.

Security and Evidence Rules

Limited scope. Read only approved files in the named project. Private customer, CRM, support, analytics, email, or access data sources require explicit approval for source and purpose.
No fabricated statements. Do not invent or exaggerate features, results, prices, savings, customer numbers, ratings, references, certificates, integrations, guarantees, scarcity, or deadlines.
Preserve qualifications. Do not turn estimates, pilot values, internal statements, small samples, or conditional features into unrestricted facts.
Rights and consent. Names, logos, images, quotes, screenshots, ratings, and case studies require origin, usage rights, current scope, and, if applicable, review.
No manipulative patterns. No false urgency, shaming, fear amplification, hidden conditions, misleading defaults, fake social proof, or impeded withdrawal.
Accessibility. Use descriptive headings, understandable link and button texts, and plain language; meaning must not depend on color or image alone.
External actions only after approval. No file, CMS, tracking, test, sending, or publication action without separate consent and subsequent review.

Before Writing

Ask only for information that changes the draft:

Page type, URL, or approved source file, entry point, and prior knowledge;
primary task or decision, main and secondary action;
target audience, role, situation, buying stage, objections, and non-target audiences;
product, delivery, availability, capabilities, limits, and dependencies;
current prices, conditions, evidence, and required notices;
target language, country, form of address, device, and accessibility needs.

An existing .agents/product-marketing.md may be used only in the approved project and according to evidence class. Make conflicts, outdated statements, and evidence gaps visible.

Statement Register

Keep a compact table for material statements:

ID	Statement	Evidence Class	Source/Date	Scope/Definition	Restriction	Status
A-01		Verified fact / customer evidence / internal statement / estimate / hypothesis / unknown

For metrics, record the numerator, denominator, population, period, sample, method, mean/median/percentile, baseline and representativeness as relevant to the claim. If evidence is missing, omit the claim, mark it as a placeholder or identify it for validation.

Writing Principles

The Reader's Task Comes First

Say what the offering is, whom it is for and what it helps with. A precise category or capability is often more useful than a sweeping promise of results.

Connect Capability, Impact and Evidence

Where supported by evidence, use the sequence capability → practical impact → relevant result → evidence or limitation, shown here in the original German: Fähigkeit → praktische Wirkung → relevantes Ergebnis → Nachweis oder Grenze. Features may lead when buyers are looking for them or technical reviewers need details.

Write with Verifiable Specifics

Specificity comes from workflows, conditions, audiences, deliverables, limits and examples, rather than arbitrary numbers. Quote customer wording only when it is documented, appropriate and permitted; otherwise paraphrase.

Natural and Easy to Scan

Put key information early, use meaningful headings and focused paragraphs, and reserve lists for actual enumerations. Vary sentence length naturally. Avoid mechanical transitions, rhetorical pseudo-questions, slogan fragments, blanket superlatives and AI filler. For German texts, vermenschlichen, and for other languages, humanizer can serve as editorial checks.

Page Architecture

Choose modules according to the decision path rather than a universal formula:

orientation, category and target audience;
capabilities, workflow, examples and limits;
benefits, use cases and substantiated results;
adoption, migration, integration and requirements;
price, package, contract, term and procurement;
evidence and information about security, privacy and accessibility;
fair alternatives or comparisons;
real objections and questions;
appropriate next steps and contact channels.

Add problem amplification, social proof, guarantees, a founder story, ROI, FAQs or urgency only when there is a real need for the information and reliable supporting material.

Page Types

Homepage: Explain the product clearly and support several legitimate entry paths.
Landing page: Stay consistent with the approved message that brought the reader to the page; adapt the level of detail and call to action to their knowledge, risk and degree of commitment.
Pricing page: Clearly explain price, billing period, taxes, limits, renewal, minimum term, cancellation, excess usage, trial period and exclusions.
Product/feature page: Explain the feature, prerequisites, process, example, limitations and practical value.
About page: Base the story only on supplied and approved facts; do not invent vulnerability or a mission.
Comparison page: Use objective criteria, compare like with like, date volatile facts, cite sources and flag trademark/legal review.

Headings, Calls to Action and Evidence

Headings should orient readers by category and audience, concrete task, differentiating capability or substantiated result. Formulas provide ideas, rather than requirements. Claims such as "without X", "in N days", "easiest", "guaranteed" or "everything" require sound evidence.

Button text must honestly describe the destination and degree of commitment. "Learn more" can be appropriate when the destination and context are clear. Claims of being free, requiring no credit card, allowing cancellation at any time or being immediate (the German phrases below) should use Kostenlos, ohne Kreditkarte, jederzeit kündbar or sofort only when supported by current terms. Where needed, offer paths to pricing, documentation, security, accessibility or personal contact.

Do not silently strengthen quotations. For logos, reviews and customer counts, check rights, source, date, counting method and current relationship. Guarantees must state the entitlement, exclusions, procedure, deadline and governing terms. FAQs answer real questions and are not an automatic SEO requirement.

Workflow

Confirm scope, audience, page task, language and sources.
Read the approved product context and existing material.
Create or update the statement register.
Determine the decision sequence and required information.
Design the smallest useful page architecture.
Write a complete draft in chat or a focused revision.
Annotate uncertainties, alternatives and review needs.
Check facts, rights, terms, accessibility, consistency and natural style.
Show the draft or diff for approval.
Change files or external systems only after separate approval, then verify the result.

German/DACH Context

For a German-language assignment, use Germany as an explicitly labeled default assumption. Treat Austria and Switzerland separately; do not apply legal rules, terminology or pricing logic across them indiscriminately.

Determine the target language and user language; translation is not localization.
Sie or Du should be chosen according to the brand, audience and existing copy; Sie is formal and Du informal. Keep pronouns, imperatives and possessive forms consistent.
Present EUR, net/gross prices and included or additional VAT correctly for the audience. Check Swiss prices/currencies and Austrian specifics separately.
Use unambiguous German date formats; do not unnecessarily localize technical ISO fields.
Flag pricing, withdrawal rights, guarantees, privacy, consent, comparative advertising, accessibility and regulated claims for review. Do not provide legal advice or legal guarantees.
Use English terms only when supported by the audience and product terminology; avoid artificial translations of established technical terms.

Output Format

Context: page type, audience, country/language, form of address, task and approved sources.
Draft: organized into meaningful page sections, including headings, copy, links, controls and CTAs.
Claim and Review Notes: evidence, limitations, omitted claims, assumptions, conflicts and legal/privacy/security/accessibility review needs.
Alternatives: only for real decisions such as a heading, positioning angle, CTA hierarchy or tone.
Approval Boundary: explicitly state that file changes, CMS actions, tests and publication have not been performed.

Checklist

The product, audience, suitability and next step are clear.
Every material claim is substantiated, qualified or visibly unresolved.
Metrics retain their scope, method and period.
No fabricated evidence, guarantees, scarcity or urgency.
Customer wording, personal data, logos and quotations are approved and minimized.
Prices, taxes, terms, limits, integrations and security information are current.
The structure follows the decision and uses no manipulative patterns.
Links and controls are understandable and accessible.
Language, country, Sie/Du form of address, target-market currency, net/gross prices and dates are clarified; normally EUR for Germany/Austria and CHF for Switzerland.
No legal guarantee and no external action without approval.

Scope Boundaries

product-marketing supplies approved audiences, positioning and evidence; content-strategy determines which content is needed; detailed comparisons follow the competitive workflow. This skill drafts website copy without silently changing offerings or production systems.

Origin and Differences

German/DACH adaptation of the MIT-licensed original skill copywriting by Corey Haines, based on upstream commit 7868cb9251fad80a73d26e488a5ad5f6c4a9f335 (homepage in the frontmatter). Categories of differences: translation, restructuring, DACHlocalization and safety adjustments , with narrow source selection, evidence protection and required approval for external actions. Details are in the repository path docs/UPSTREAM-AENDERUNGEN.md.