website-copy-reframe

Website Copy Reframe

A working method for the copy on a service company's website. Most agency and consultancy sites fail the same way: the copy tries to please the founders, the delivery team, sales and HR at once, and ends up vague. This skill pulls the copy back to one champion, one situation, and a tight chain from capability to feature to benefit, while obeying the company's own brand voice.

A homepage has done its job when a visitor from the target market can quickly answer five questions:

Which services does this company sell?
How does working with them run?
What exactly gets delivered?
In what situation would I hire them?
How does that move forward the thing I am working on right now?

If most of the target market cannot answer these, broad and clever messaging has to wait.

Answer the user in their language. Copy for the site is written in the language of the site's audience.

Three modes (pick in Step 0)

Mode	Input	Output
audit	a live URL (current copy)	0-100 scorecard against the five questions and voice rules, plus a ranked gap list with fixes
homepage	URL or draft, plus the canvas	Hero, Problem, Solution, lower-half sections
service-page	one service or offer, plus the canvas	Summary, benefits, problems it fixes, proof, FAQ and objections, SEO map, CTA

The natural order is audit, then homepage, then service-page: diagnose, rewrite the home page, then the offer pages. All modes share Steps 1-3 (ingest, proof bank, canvas).

Output contract

One copy deck titled <Company> | <Mode> (<page>). Every copy block carries a one-line rationale naming the canvas cell it came from, so the reader can follow the logic.

Format, in order of preference:

A Google Doc, if a Google Workspace / Google Drive connector is available in the session.
A .docx file built with the docx skill, if available.
A markdown file.

Save local files in a folder named <company>-copy-reframe/ in the current working directory, unless the user names another location.

Step 0: Pick the mode and the forks

Confirm with the user (skip what is obvious from the request):

Mode: audit, homepage, or service-page.
Input source: scrape the live URL, take a pasted draft, or write from scratch.
Output form: Google Doc / .docx / markdown (see the output contract), or a filled canvas table only.
Positioning: default is vertical (a persona or company type). For high-ticket, long-cycle services with a small marketing budget, a vertical message is far easier to land than a horizontal one. reference/framework.md explains why.

Step 1: Ingest the current copy (shared)

Scrape: pull the homepage and the main service pages with whatever web tool the session has (a fetch tool, Firecrawl, Apify or similar). Capture headlines, subheads, body, CTAs and proof (logos, cases, awards). Treat it as the company's "current way" of describing itself: raw material, never the answer.
Paste: take the draft verbatim.
If the company already has an ICP or offer document (for example from hypo-generator or offer-factory in the gtm-skills pack, if installed), read it first.

Step 2: Proof bank (shared, before writing)

Inventory the company's real proof in one table so every claim on the page can be defended. Service pages written without this step go soft. Template: reference/proof-bank.md. Capture:

Numbers: verified metrics, each with its source.
Cases: delivered projects, result first, tagged to an offer or vertical.
Testimonials: short quotes tied to the champion's problem, with attribution and permission.
Trust: certifications, memberships, geography, legal entity, years, team make-up.

Anything without a source is flagged and does not ship. Map each proof point to the offer or vertical it supports.

Step 3: The canvas (shared)

Fill it left to right (reference/framework.md, reference/copy-blocks.md):

Audience: company type × person or department × situation. Pick ONE primary audience.
Champion: the person close to the pain who will push a 3-6 month deal through, usually not the executive who signs.
Situation / activities: functional, tool-agnostic activities (not outcomes). Keep detailing until it feels slightly too specific.
Current way → limitations → problems (left half), for one primary use case.
Capabilities → features → benefits (right half). Capabilities improve the limitations; benefits remove the problems.

Step 4A: Mode audit

Score the ingested copy with the rubric in reference/audit-scorecard.md:

The five questions: can a target-market visitor answer each one easily? 0-10 each.
Champion clarity: written to one champion, or to a vague "your business"? 0-10.
Proof before claim: do numbers and cases lead, or do adjectives come first? 0-10.
Voice compliance: the company's own brand rules (emoji, hype words, positioning). 0-20.

Output: a 0-100 score, the per-criterion breakdown, and a ranked gap list where each gap reads what is wrong → what it costs → the fix, most costly first. Finish by recommending the next mode and the blocks to fix first.

Step 4B: Mode homepage

Turn the canvas into blocks (reference/copy-blocks.md):

Hero: top-row message, key capabilities, the service category, and a trust line.
Problem section: current way, limitations and problems (empathy plus qualification).
Solution: three arguments built from capabilities, features and benefits.
Lower-half sections, chosen per company: services, industries, testimonials, why us, persona or company segmentation, ROI, calendar or form.

Step 4C: Mode service-page

Write ONE service or offer page (reference/service-page-blocks.md). Its job differs from the homepage: one service in depth, bottom of funnel, built to rank. Blocks:

Hero: service name, the champion's outcome, one proof metric.
What it is / what gets delivered: concrete deliverables (question 3).
Problems it fixes: the limitations and problems this service removes.
Benefits: outcomes, in numbers where the proof bank allows.
Proof: the cases and testimonial matched to this offer.
How it works / engagement: steps, models, turnaround (questions 2 and 4).
FAQ / objections: buying blockers answered up front (IP, QA, security, price).
SEO: keyword cluster, title and meta, H1/H2 map, internal links.
CTA: the demo, sample or call next step.

Step 5: Humanize and ship (shared)

Edit the copy for AI tells (inflated significance, stock phrases, negative parallelism, bureaucratic tone). If installed, use anticopywriting-ai (pack gtm-skills). The company's own voice rules win over any generic style advice.
Assemble the deck (canvas, proof bank, mode output, rationale lines) in the format chosen in Step 0 and give the user the link or file path.

Related skills (optional, if installed)

hypo-generator, offer-factory (pack gtm-skills): define the ICP and the offer this copy sells.
design-system-generator (standalone repo): the visual brand system. This skill is the words.
page-builder (standalone repo): build the rewritten page.
seo-audit, cro, copywriting (pack marketing-engine-skills): deeper SEO, conversion and general copy work.
sequence-writer (pack outbound-engine-skills): cold outbound copy, which this skill does not write.

Reference files

reference/framework.md: the full method behind the canvas.
reference/copy-blocks.md: homepage block templates, a worked example, reframe heuristics.
reference/service-page-blocks.md: service and offer page template with SEO map.
reference/audit-scorecard.md: the 0-100 rubric and the gap-list format.
reference/proof-bank.md: the proof inventory template.

Credits

Method adapted by Victor Shulga for B2B service companies. The homepage canvas (audience, champion, situation, current way, limitations, problems, capabilities, features, benefits) and the idea of judging a homepage by a short list of questions a buyer must be able to answer come from a published SaaS homepage messaging framework by two product-marketing consultants. The service-business adaptation, the proof bank, the audit rubric and the service-page mode are Victor Shulga's.