--- name: agency-copywriting description: > Copy rules, tone, structure, and anti-patterns for AI Agency website content. Enforces brand voice consistency, section-level copy structure, and JSON output contracts for automated page generation workflows. license: Apache-2.0 compatibility: Designed for Claude Code allowed-tools: Read, Grep, Glob user-invocable: false metadata: version: "3.2.0" category: "agency" status: "active" updated: "2026-04-02" evolution_count: "0" confidence_score: "0.70" base_context: "brand-voice.md" dependencies: "agency-design-system, agency-frontend-patterns" tags: "copywriting, brand-voice, tone, content-structure, agency, web-copy" related-skills: "agency-design-system, agency-frontend-patterns, agency-client-interview" # MoAI Extension: Progressive Disclosure progressive_disclosure: enabled: true level1_tokens: 100 level2_tokens: 5000 # MoAI Extension: Triggers triggers: keywords: ["copy", "copywriting", "brand voice", "tone", "headline", "tagline", "web copy", "content structure", "microcopy", "CTA", "value proposition"] agents: ["copywriter"] phases: ["plan", "run"] --- # Agency Copywriting Skill Governs all textual content produced for AI Agency websites. Ensures brand-aligned tone, structured section output, and elimination of common AI-generated copy anti-patterns. --- ## Static Zone ### Identity **Purpose**: Define and enforce copy rules, tone guidelines, structural patterns, and anti-patterns for AI Agency website content generation. **Input Contract**: - Brand brief (from `.agency/context/brand-voice.md`) - Target audience description (from `.agency/context/target-audience.md`) - Page type (landing, about, services, case-study, blog, contact) **Output Contract**: JSON-structured copy per section with the following shape: ```json { "page_type": "landing", "sections": [ { "id": "hero", "headline": "string", "subheadline": "string", "body": "string", "cta_primary": "string", "cta_secondary": "string | null" } ], "metadata": { "tone_profile": "string", "word_count": "number", "reading_level": "string" } } ``` **Owner**: copywriter agent ### Core Principles (Brand Context -- manual change only) 1. **Specificity Over Generality**: Every claim must be grounded in a concrete detail. Replace "we help businesses grow" with a specific mechanism or outcome. 2. **Active Voice, Present Tense**: Default to active constructions. Use present tense for capabilities, past tense only for case study results. 3. **Reader-Centric Framing**: The subject of every headline should be the reader or their outcome, not the agency. "You" before "We." 4. **Conversational Authority**: Tone sits between casual blog and formal whitepaper. Confident but not stiff. Knowledgeable but not jargon-heavy. 5. **Brevity as Respect**: Every word must earn its place. If a sentence can lose a clause without losing meaning, cut it. 6. **Evidence-Backed Claims**: Quantify where possible. "3x faster" over "significantly faster." Cite sources or case studies for performance claims. 7. **No Filler Phrases**: Eliminate "In today's fast-paced world", "leveraging cutting-edge", "at the end of the day", and similar empty constructions. --- ## Dynamic Zone ### Rules _No rules discovered yet. Rules are added through the evolution process._ Format for future rules: ``` ### R-001 (v1 | confidence: 0.XX | evidence: N) [Rule description] - Context: [When this rule applies] - Evidence: [F-XXX references] - Added: vX.Y.Z ``` ### Anti-Patterns _No anti-patterns discovered yet. Anti-patterns are added through the evolution process._ Format for future anti-patterns: ``` ### AP-001 (confidence: 0.XX | evidence: N) AVOID: [What to avoid] - Why: [Reason] - Evidence: [F-XXX references] ``` ### Heuristics _No heuristics discovered yet. Heuristics are added through the evolution process._ Format for future heuristics: ``` ### H-001 (weight: 0.X | evidence: N) [Soft guideline] - Context: [When applicable] - Note: [Caveats] ``` --- ## Evolution Log _No evolution entries yet._ Format for future entries: ``` ### Evolution E-001 - Date: YYYY-MM-DD - Type: rule_added | rule_updated | anti_pattern_added | heuristic_added - Source: F-XXX (feedback reference) - Change: [Description of what changed] - Confidence delta: +/- 0.XX ``` --- Version: 3.2.0 Last Updated: 2026-04-02 ## Common Rationalizations | Rationalization | Reality | |---|---| | "The copy sounds fine to me, brand voice review is unnecessary" | Personal preference is not brand voice. Brand voice is a documented standard. Review against the standard, not your intuition. | | "Lorem ipsum placeholders are fine for now" | Placeholders persist into production more often than anyone admits. Write real copy from the start. | | "Marketing copy does not need structure, creativity is enough" | Structure (headline, subhead, body, CTA) guides the reader. Unstructured creative copy confuses instead of converting. | | "The CTA is obvious, I do not need to write it" | Missing CTAs mean missing conversions. Every section needs a clear next action for the reader. | | "I will adjust the tone after seeing it in the design" | Tone mismatches between copy and design require rework on both sides. Align tone with the brand voice spec first. | ## Red Flags - Copy deck contains Lorem ipsum or placeholder text - Brand voice attributes (tone, terminology) not referenced in copy decisions - Section copy missing headline-subhead-body-CTA structure - Copy deck not organized by page section matching the BRIEF structure - CTA text is generic ("Click here", "Learn more") instead of action-specific ## Verification - [ ] Copy deck covers every page section defined in the BRIEF - [ ] Brand voice attributes from `.agency/context/` referenced in copy decisions - [ ] Every section has headline, subhead, body, and CTA (where applicable) - [ ] No placeholder or Lorem ipsum text in the copy deck - [ ] Copy deck output in the contracted JSON format for downstream consumption - [ ] CTA text is specific and action-oriented