# copywriting Adopt this skill: https://proskills.md/skills/other/karero-croftweaver-skills-copywriting Page: https://proskills.md/skills/other/karero-croftweaver-skills-copywriting This document is the public skill bundle for that page. It contains SKILL.md and every helper file the catalog carries. No login is required. ## File: skills/copywriting/SKILL.md size: 8691 sha: fcb234d806cf90ce7ddedd87baf732701b984f82 upstream: https://github.com/karero/croftweaver/blob/main/skills/copywriting/SKILL.md ```text --- name: copywriting description: When the user wants to write, rewrite, or improve marketing copy for any page — including homepage, landing pages, pricing pages, feature pages, about pages, or product pages. Also use when the user says "write copy for," "improve this copy," "rewrite this page," "marketing copy," "headline help," "CTA copy," "value proposition," "tagline," "subheadline," "hero section copy," "above the fold," "this copy is weak," "make this more compelling," or "help me describe my product." Use this whenever someone is working on website text that needs to persuade or convert. For email copy, see email-sequence. For popup copy, see popup-cro. For editing existing copy, see copy-editing. metadata: version: 1.1.0 --- # Copywriting You are an expert conversion copywriter. Your goal is to write marketing copy that is clear, compelling, and drives action. ## Before Writing **Check for product marketing context first:** If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task. **On a Croftweaver site, read `POSITIONING.md` first** (what is claimed, for whom, in which category), then `CONTENT_GUIDE.md` (voice), and `STORY.md` when it exists (each in the repo root or `docs/`): for the home page its seven-section map replaces the Page Structure Framework below (see [references/copy-frameworks.md](references/copy-frameworks.md), "Story-led Homepage"). `POSITIONING.md` wins any conflict. Gather this context (ask if not provided): ### 1. Page Purpose - What type of page? (homepage, landing page, pricing, feature, about) - What is the ONE primary action you want visitors to take? ### 2. Audience - Who is the ideal customer? - What problem are they trying to solve? - What objections or hesitations do they have? - What language do they use to describe their problem? ### 3. Product/Offer - What are you selling or offering? - What makes it different from alternatives? - What's the key transformation or outcome? - Any proof points (numbers, testimonials, case studies)? ### 4. Context - Where is traffic coming from? (ads, organic, email) - What do visitors already know before arriving? --- ## Copywriting Principles ### Clarity Over Cleverness If you have to choose between clear and creative, choose clear. ### Benefits Over Features Features: What it does. Benefits: What that means for the customer. ### Specificity Over Vagueness - Vague: "Save time on your workflow" - Specific: "Cut your weekly reporting from 4 hours to 15 minutes" ### Customer Language Over Company Language Use words your customers use. Mirror voice-of-customer from reviews, interviews, support tickets. ### One Idea Per Section Each section should advance one argument. Build a logical flow down the page. --- ## Writing Style Rules ### Core Principles 1. **Simple over complex** — "Use" not "utilize," "help" not "facilitate" 2. **Specific over vague** — Avoid "streamline," "optimize," "innovative" 3. **Active over passive** — "We generate reports" not "Reports are generated" 4. **Confident over qualified** — Remove "almost," "very," "really" 5. **Show over tell** — Describe the outcome instead of using adverbs 6. **Honest over sensational** — Fabricated statistics or testimonials erode trust and create legal liability **Language note:** The word-pairs above ("utilize" → "use", "almost/very/really", etc.) are English-specific lexical rules — they don't have a clean German translation, so don't try to map them word-for-word. For German copy, the operative voice rules live in `website-content-guide`'s "Tone of voice" section, not here: (a) register consistency — pick du or Sie and hold it for the whole page, and (b) the German buzzword/AI-tell list. What *does* generalize, because it's conceptual rather than lexical, is the idea behind rules 1 and 2 — **simple over complex** and **specific over vague** apply to German copy exactly as they do to English, even though the specific English word-swaps above don't carry over. ### Quick Quality Check - Jargon that could confuse outsiders? - Sentences trying to do too much? - Passive voice constructions? - Exclamation points? (remove them) - Marketing buzzwords without substance? For thorough line-by-line review, use the **copy-editing** skill after your draft. --- ## Best Practices ### Be Direct Get to the point. Don't bury the value in qualifications. ❌ Slack lets you share files instantly, from documents to images, directly in your conversations ✅ Need to share a screenshot? Send as many documents, images, and audio files as your heart desires. ### Use Rhetorical Questions Questions engage readers and make them think about their own situation. - "Hate returning stuff to Amazon?" - "Tired of chasing approvals?" ### Use Analogies When Helpful Analogies make abstract concepts concrete and memorable. ### Pepper in Humor (When Appropriate) Puns and wit make copy memorable—but only if it fits the brand and doesn't undermine clarity. --- ## Page Structure Framework ### Above the Fold **Headline** - Your single most important message - Communicate core value proposition - Specific > generic **Example formulas:** - "{Achieve outcome} without {pain point}" - "The {category} for {audience}" - "Never {unpleasant event} again" - "{Question highlighting main pain point}" **For comprehensive headline formulas**: See [references/copy-frameworks.md](references/copy-frameworks.md) **For natural transition phrases (English and German)**: See [references/natural-transitions.md](references/natural-transitions.md) **Subheadline** - Expands on headline - Adds specificity - 1-2 sentences max **Primary CTA** - Action-oriented button text - Communicate what they get: "Start Free Trial" > "Sign Up" ### Core Sections | Section | Purpose | |---------|---------| | Social Proof | Build credibility (logos, stats, testimonials) | | Problem/Pain | Show you understand their situation | | Solution/Benefits | Connect to outcomes (3-5 key benefits) | | How It Works | Reduce perceived complexity (3-4 steps) | | Objection Handling | FAQ, comparisons, guarantees | | Final CTA | Recap value, repeat CTA, risk reversal | **For detailed section types and page templates**: See [references/copy-frameworks.md](references/copy-frameworks.md) --- ## CTA Copy Guidelines **Weak CTAs (avoid):** - Submit, Sign Up, Learn More, Click Here, Get Started **Strong CTAs (use):** - Start Free Trial - Get [Specific Thing] - See [Product] in Action - Create Your First [Thing] - Download the Guide **Formula:** [Action Verb] + [What They Get] + [Qualifier if needed] Examples: - "Start My Free Trial" - "Get the Complete Checklist" - "See Pricing for My Team" --- ## Page-Specific Guidance ### Homepage - Serve multiple audiences without being generic - Lead with broadest value proposition - Provide clear paths for different visitor intents ### Landing Page - Single message, single CTA - Match headline to ad/traffic source - Complete argument on one page ### Pricing Page - Help visitors choose the right plan - Address "which is right for me?" anxiety - Make recommended plan obvious ### Feature Page - Connect feature → benefit → outcome - Show use cases and examples - Clear path to try or buy ### About Page - Tell the story of why you exist - Connect mission to customer benefit - Still include a CTA --- ## Voice and Tone Before writing, establish: **Formality level:** - Casual/conversational - Professional but friendly - Formal/enterprise **Brand personality:** - Playful or serious? - Bold or understated? - Technical or accessible? Maintain consistency, but adjust intensity: - Headlines can be bolder - Body copy should be clearer - CTAs should be action-oriented --- ## Output Format When writing copy, provide: ### Page Copy Organized by section: - Headline, Subheadline, CTA - Section headers and body copy - Secondary CTAs ### Annotations For key elements, explain: - Why you made this choice - What principle it applies ### Alternatives For headlines and CTAs, provide 2-3 options: - Option A: [copy] — [rationale] - Option B: [copy] — [rationale] ### Meta Content (if relevant) - Page title (for SEO) - Meta description --- ## Related Skills - **copy-editing**: For polishing existing copy (use after your draft) - **page-cro**: If page structure/strategy needs work, not just copy - **email-sequence**: For email copywriting - **popup-cro**: For popup and modal copy - **ab-test-setup**: To test copy variations ``` ## File: skills/copywriting/references/copy-frameworks.md size: 8662 sha: bd73499df78ac8ad56eb772e7e063d13fc77d79f upstream: https://github.com/karero/croftweaver/blob/main/skills/copywriting/references/copy-frameworks.md ````text # Copy Frameworks Reference Headline formulas, page section types, and structural templates. ## Contents - Headline Formulas (outcome-focused, problem-focused, audience-focused, differentiation-focused, proof-focused, additional formulas) - Landing Page Section Types (core sections, supporting sections) - Page Structure Templates (feature-heavy page, varied engaging page, compact landing page, enterprise/B2B landing page, product launch page) - Section Writing Tips (problem section, benefits section, how it works section, testimonial selection) ## Headline Formulas ### Outcome-Focused **{Achieve desirable outcome} without {pain point}** > Understand how users are really experiencing your site without drowning in numbers **{Achieve desirable outcome} by {how product makes it possible}** > Generate more leads by seeing which companies visit your site **Turn {input} into {outcome}** > Turn your hard-earned sales into repeat customers **[Achieve outcome] in [timeframe]** > Get your tax refund in 10 days --- ### Problem-Focused **Never {unpleasant event} again** > Never miss a sales opportunity again **{Question highlighting the main pain point}** > Hate returning stuff to Amazon? **Stop [pain]. Start [pleasure].** > Stop chasing invoices. Start getting paid on time. --- ### Audience-Focused **{Key feature/product type} for {target audience}** > Advanced analytics for Shopify e-commerce **{Key feature/product type} for {target audience} to {what it's used for}** > An online whiteboard for teams to ideate and brainstorm together **You don't have to {skills or resources} to {achieve desirable outcome}** > With Ahrefs, you don't have to be an SEO pro to rank higher and get more traffic --- ### Differentiation-Focused **The {opposite of usual process} way to {achieve desirable outcome}** > The easiest way to turn your passion into income **The [category] that [key differentiator]** > The CRM that updates itself --- ### Proof-Focused **[Number] [people] use [product] to [outcome]** > 50,000 marketers use Drip to send better emails **{Key benefit of your product}** > Sound clear in online meetings --- ### Additional Formulas **The simple way to {outcome}** > The simple way to track your time **Finally, {category} that {benefit}** > Finally, accounting software that doesn't suck **{Outcome} without {common pain}** > Build your website without writing code **Get {benefit} from your {thing}** > Get more revenue from your existing traffic **{Action verb} your {thing} like {admirable example}** > Market your SaaS like a Fortune 500 **What if you could {desirable outcome}?** > What if you could close deals 30% faster? **Everything you need to {outcome}** > Everything you need to launch your course **The {adjective} {category} built for {audience}** > The lightweight CRM built for startups --- ## Landing Page Section Types ### Core Sections **Hero (Above the Fold)** - Headline + subheadline - Primary CTA - Supporting visual (product screenshot, hero image) - Optional: Social proof bar **Social Proof Bar** - Customer logos (recognizable > many) - Key metric ("10,000+ teams") - Star rating with review count - Short testimonial snippet **Problem/Pain Section** - Articulate their problem better than they can - Create recognition ("that's exactly my situation") - Hint at cost of not solving it **Solution/Benefits Section** - Bridge from problem to your solution - 3-5 key benefits (not 10) - Each: headline + explanation + proof if available **How It Works** - 3-4 numbered steps - Reduces perceived complexity - Each step: action + outcome **Final CTA Section** - Recap value proposition - Repeat primary CTA - Risk reversal (guarantee, free trial) --- ### Supporting Sections **Testimonials** - Full quotes with names, roles, companies - Photos when possible - Specific results over vague praise - Formats: quote cards, video, tweet embeds **Case Studies** - Problem → Solution → Results - Specific metrics and outcomes - Customer name and context - Can be snippets with "Read more" links **Use Cases** - Different ways product is used - Helps visitors self-identify - "For marketers who need X" format **Personas / "Built For" Sections** - Explicitly call out target audience - "Perfect for [role]" blocks - Addresses "Is this for me?" question **FAQ Section** - Address common objections - Good for SEO - Reduces support burden - 5-10 most common questions **Comparison Section** - vs. competitors (name them or don't) - vs. status quo (spreadsheets, manual processes) - Tables or side-by-side format **Integrations / Partners** - Logos of tools you connect with - "Works with your stack" messaging - Builds credibility **Founder Story / Manifesto** - Why you built this - What you believe - Emotional connection - Differentiates from faceless competitors **Demo / Product Tour** - Interactive demos - Video walkthroughs - GIF previews - Shows product in action **Pricing Preview** - Teaser even on non-pricing pages - Starting price or "from $X/mo" - Moves decision-makers forward **Guarantee / Risk Reversal** - Money-back guarantee - Free trial terms - "Cancel anytime" - Reduces friction **Stats Section** - Key metrics that build credibility - "10,000+ customers" - "4.9/5 rating" - "$2M saved for customers" --- ## Page Structure Templates ### Feature-Heavy Page (Weak) ``` 1. Hero 2. Feature 1 3. Feature 2 4. Feature 3 5. Feature 4 6. CTA ``` This is a list, not a persuasive narrative. --- ### Varied, Engaging Page (Strong) ``` 1. Hero with clear value prop 2. Social proof bar (logos or stats) 3. Problem/pain section 4. How it works (3 steps) 5. Key benefits (2-3, not 10) 6. Testimonial 7. Use cases or personas 8. Comparison to alternatives 9. Case study snippet 10. FAQ 11. Final CTA with guarantee ``` This tells a story and addresses objections. --- ### Story-led Homepage (opt-in, `website-story`) ``` 1. Header: h1 + the one-liner as first paragraph, direct CTA, up to three outcomes, customer image 2. Stakes: the one to three lines in STORY.md §6 (what the visitor keeps missing), then the pivot 3. Plan: titled three-step
    , direct CTA 4. Value stack: the success lines in STORY.md §7 (up to three), life after 5. Explanatory paragraph: the guide (empathy, then authority), top objections, "read more" 6. Lead generator: the transitional CTA (omit if STORY.md leaves it blank) 7. Junk drawer: FAQ, everything else, final direct CTA ``` Use only when the site has a `STORY.md`; the order and each section's job come from there. Every headline has the customer as its subject; one direct CTA label, repeated. --- ### Compact Landing Page ``` 1. Hero (headline, subhead, CTA, image) 2. Social proof bar 3. 3 key benefits with icons 4. Testimonial 5. How it works (3 steps) 6. Final CTA with guarantee ``` Good for ad landing pages where brevity matters. --- ### Enterprise/B2B Landing Page ``` 1. Hero (outcome-focused headline) 2. Logo bar (recognizable companies) 3. Problem section (business pain) 4. Solution overview 5. Use cases by role/department 6. Security/compliance section 7. Integration logos 8. Case study with metrics 9. ROI/value section 10. Contact/demo CTA ``` Addresses enterprise buyer concerns. --- ### Product Launch Page ``` 1. Hero with launch announcement 2. Video demo or walkthrough 3. Feature highlights (3-5) 4. Before/after comparison 5. Early testimonials 6. Launch pricing or early access offer 7. CTA with urgency ``` Good for ProductHunt, launches, or announcements. --- ## Section Writing Tips ### Problem Section Start with phrases like: - "You know the feeling..." - "If you're like most [role]..." - "Every day, [audience] struggles with..." - "We've all been there..." Then describe: - The specific frustration - The time/money wasted - The impact on their work/life ### Benefits Section For each benefit, include: - **Headline**: The outcome they get - **Body**: How it works (1-2 sentences) - **Proof**: Number, testimonial, or example (optional) ### How It Works Section Each step should be: - **Numbered**: Creates sense of progress - **Simple verb**: "Connect," "Set up," "Get" - **Outcome-oriented**: What they get from this step Example: 1. Connect your tools (takes 2 minutes) 2. Set your preferences 3. Get automated reports every Monday ### Testimonial Selection Best testimonials include: - Specific results ("increased conversions by 32%") - Before/after context ("We used to spend hours...") - Role + company for credibility - Something quotable and specific Avoid testimonials that just say: - "Great product!" - "Love it!" - "Easy to use!" ```` ## File: skills/copywriting/references/natural-transitions.md size: 7434 sha: 18e070a32f2091e86ddcdf543d0ffbf1f4ad0759 upstream: https://github.com/karero/croftweaver/blob/main/skills/copywriting/references/natural-transitions.md ```text # Natural Transitions Transitional phrases to guide readers through your content. Good signposting improves readability, user engagement, and helps search engines understand content structure. Adapted from: University of Manchester Academic Phrasebank (2023), Plain English Campaign, web content best practices --- ## Contents - Previewing Content Structure - Introducing a New Topic - Referring Back - Moving Between Sections - Indicating Addition - Indicating Contrast - Indicating Similarity - Indicating Cause and Effect - Giving Examples - Emphasising Key Points - Providing Evidence (neutral attribution, expert quotes, supporting claims) - Summarising Sections - Concluding Content - Question-Based Transitions - List Introductions - Hedging Language - Best Practice Guidelines - Transitions to Avoid (AI Tells) - Transitions to Avoid (AI Tells) — German ## Previewing Content Structure Use to orient readers and set expectations: - Here's what we'll cover... - This guide walks you through... - Below, you'll find... - We'll start with X, then move to Y... - First, let's look at... - Let's break this down step by step. - The sections below explain... --- ## Introducing a New Topic - When it comes to X,... - Regarding X,... - Speaking of X,... - Now let's talk about X. - Another key factor is... - X is worth exploring because... --- ## Referring Back Use to connect ideas and reinforce key points: - As mentioned earlier,... - As we covered above,... - Remember when we discussed X? - Building on that point,... - Going back to X,... - Earlier, we explained that... --- ## Moving Between Sections - Now let's look at... - Next up:... - Moving on to... - With that covered, let's turn to... - Now that you understand X, here's Y. - That brings us to... --- ## Indicating Addition - Also,... - Plus,... - On top of that,... - What's more,... - Another benefit is... - Beyond that,... - In addition,... - There's also... **Note:** Use "moreover" and "furthermore" sparingly. They can sound AI-generated when overused. --- ## Indicating Contrast - However,... - But,... - That said,... - On the flip side,... - In contrast,... - Unlike X, Y... - While X is true, Y... - Despite this,... --- ## Indicating Similarity - Similarly,... - Likewise,... - In the same way,... - Just like X, Y also... - This mirrors... - The same applies to... --- ## Indicating Cause and Effect - So,... - This means... - As a result,... - That's why... - Because of this,... - This leads to... - The outcome?... - Here's what happens:... --- ## Giving Examples - For example,... - For instance,... - Here's an example:... - Take X, for instance. - Consider this:... - A good example is... - To illustrate,... - Like when... - Say you want to... --- ## Emphasising Key Points - Here's the key takeaway:... - The important thing is... - What matters most is... - Don't miss this:... - Pay attention to... - This is critical:... - The bottom line?... --- ## Providing Evidence Use when citing sources, data, or expert opinions: ### Neutral attribution - According to [Source],... - [Source] reports that... - Research shows that... - Data from [Source] indicates... - A study by [Source] found... ### Expert quotes - As [Expert] puts it,... - [Expert] explains,... - In the words of [Expert],... - [Expert] notes that... ### Supporting claims - This is backed by... - Evidence suggests... - The numbers confirm... - This aligns with findings from... --- ## Summarising Sections - To recap,... - Here's the short version:... - In short,... - The takeaway?... - So what does this mean?... - Let's pull this together:... - Quick summary:... --- ## Concluding Content - Wrapping up,... - The bottom line is... - Here's what to do next:... - To sum up,... - Final thoughts:... - Ready to get started?... - Now it's your turn. **Note:** Avoid "In conclusion" at the start of a paragraph. It's overused and signals AI writing. --- ## Question-Based Transitions Useful for conversational tone and featured snippet optimization: - So what does this mean for you? - But why does this matter? - How do you actually do this? - What's the catch? - Sound complicated? It's not. - Wondering where to start? - Still not sure? Here's the breakdown. --- ## List Introductions For numbered lists and step-by-step content: - Here's how to do it: - Follow these steps: - The process is straightforward: - Here's what you need to know: - Key things to consider: - The main factors are: --- ## Hedging Language For claims that need qualification or aren't absolute: - may, might, could - tends to, generally - often, usually, typically - in most cases - it appears that - evidence suggests - this can help - many experts believe --- ## Best Practice Guidelines 1. **Match tone to audience**: B2B content can be slightly more formal; B2C often benefits from conversational transitions 2. **Vary your transitions**: Repeating the same phrase gets noticed (and not in a good way) 3. **Don't over-signpost**: Trust your reader; every sentence doesn't need a transition 4. **Use for scannability**: Transitions at paragraph starts help skimmers navigate 5. **Keep it natural**: Read aloud; if it sounds forced, simplify 6. **Front-load key info**: Put the important word or phrase early in the transition --- ## Transitions to Avoid (AI Tells) These phrases are overused in AI-generated content: - "That being said,..." - "It's worth noting that..." - "At its core,..." - "In today's digital landscape,..." - "When it comes to the realm of..." - "This begs the question..." - "Let's delve into..." See the seo-audit skill's `references/ai-writing-detection.md` for a complete list of AI writing tells. --- ## Transitions to Avoid (AI Tells) — German The list above is a lookup list, not a generalizable detection method — it flags specific overused phrases rather than "AI-sounding" as an abstract quality, and that limitation carries over to German too; there's no language-agnostic shortcut. These are the phrases enforced (with identical wording) by the `new-website` skill's scaffolded tone test, through `GERMAN_RULES` in `templates/astro/tests/_helpers.ts`: - "In der heutigen ... Welt" (up to two modifiers, incl. the canonical "schnelllebigen digitalen" double, and compound Welt-nouns like "Geschäftswelt") - "Es ist wichtig zu betonen/beachten/erwähnen, dass..." - "Zusammenfassend lässt sich sagen,..." - "Lassen Sie uns / Lass uns / Lasst uns eintauchen / einen Blick werfen" ## Natural German connectors (positive alternatives) The 16 sections above are English-only; these are their highest-value German counterparts — the connectors real German marketing prose actually uses: - **Addition:** Außerdem · Dazu kommt · Obendrein · Und noch etwas - **Contrast:** Allerdings · Andererseits · Trotzdem · Dafür - **Cause → effect:** Deshalb · Darum · Das heißt konkret · Die Folge: - **Examples:** Zum Beispiel · Ein Beispiel · Konkret heißt das · Etwa - **Emphasis:** Vor allem · Entscheidend ist · Der Punkt ist - **Sequence:** Zuerst · Danach · Am Ende · Sobald das steht - **Summary:** Kurz gesagt · Unterm Strich · Am Ende zählt Overused German connectors with the same "moreover/furthermore" stiffness — not banned, but reads like a translated essay if they carry every paragraph: Darüber hinaus, Des Weiteren, Nichtsdestotrotz, Im Folgenden. ``` ## File: skills/copywriting/evals/evals.json size: 8158 sha: 1721cc1a294f0014aadf24fa31f4e95d746cdf15 upstream: https://github.com/karero/croftweaver/blob/main/skills/copywriting/evals/evals.json ```text { "skill_name": "copywriting", "evals": [ { "id": 1, "prompt": "Write homepage copy for a SaaS tool that automates employee onboarding. Target audience is HR directors at mid-size companies (200-2000 employees). Main differentiator is that it integrates with all major HRIS systems and cuts onboarding time from 2 weeks to 2 days.", "expected_output": "Should check for product-marketing-context.md first. Should write full page copy organized by section: Headline, Subheadline, CTA (above the fold), then Social Proof, Problem/Pain, Solution/Benefits, How It Works, Objection Handling, and Final CTA. Should follow copywriting principles: clarity over cleverness, benefits over features, specificity (use the '2 weeks to 2 days' stat), customer language. Headline should communicate core value proposition. CTAs should be action-oriented ('Start Free Trial' not 'Submit'). Should provide 2-3 headline alternatives with rationale. Should include annotations explaining key copy choices. Should include meta content (SEO page title and meta description).", "assertions": [ "Checks for product-marketing-context.md", "Writes full page copy organized by section", "Includes Headline, Subheadline, and CTA above the fold", "Includes Social Proof, Problem/Pain, Solution/Benefits, How It Works sections", "Uses the '2 weeks to 2 days' specificity in copy", "CTAs are action-oriented, not generic", "Provides 2-3 headline alternatives with rationale", "Includes annotations explaining copy choices", "Includes meta content (SEO title and meta description)" ], "files": [] }, { "id": 2, "prompt": "Rewrite this headline: 'An Innovative AI-Powered Platform for Streamlined Business Operations' — it's for a B2B SaaS tool that helps small businesses manage invoicing and payments.", "expected_output": "Should identify problems: jargon ('innovative,' 'AI-powered,' 'streamlined,' 'business operations'), too vague, company language not customer language. Should apply copywriting principles — specificity over vagueness, benefits over features, customer language over company language. Should provide 2-3 alternative headlines using formulas like '{Achieve outcome} without {pain point}' or 'The {category} for {audience}'. Each alternative should include rationale. Should also suggest a subheadline that adds specificity.", "assertions": [ "Identifies jargon in original headline", "Identifies vagueness as a problem", "Identifies company language vs customer language issue", "Provides 2-3 alternative headlines", "Alternatives use headline formulas from the skill", "Each alternative includes rationale", "Suggests a subheadline" ], "files": [] }, { "id": 3, "prompt": "i need copy for my pricing page. we have three plans: starter ($29/mo), pro ($79/mo), business ($199/mo). it's a social media scheduling tool for marketers", "expected_output": "Should trigger on the casual phrasing. Should ask or infer audience context. Should apply Pricing Page guidance: help visitors choose the right plan, address 'which is right for me?' anxiety, make recommended plan obvious. Should write plan names, descriptions, feature lists with benefit-oriented copy (not just feature names). Should include a page headline that addresses the pricing decision. CTAs should be specific per plan. Should handle objection handling (FAQ copy). Should provide alternatives for key elements.", "assertions": [ "Triggers on casual phrasing", "Applies Pricing Page guidance", "Addresses 'which plan is right for me' anxiety", "Makes recommended plan obvious", "Writes benefit-oriented feature copy, not just feature names", "Includes page headline", "CTAs are specific per plan", "Includes FAQ or objection handling copy", "Provides alternatives for key elements" ], "files": [] }, { "id": 4, "prompt": "Write copy for our About page. We're a 3-person startup that built a developer tool for database migrations. Founded because we kept losing data during migrations at our last jobs. Tone should be professional but human.", "expected_output": "Should apply About Page guidance: tell the story of why you exist, connect mission to customer benefit, still include a CTA. Should adapt voice and tone to 'professional but human' as specified. Should tell the founder origin story authentically. Should connect the personal pain to the customer's pain. Should include a CTA even on the About page. Copy should follow style rules: active voice, confident, specific. Should NOT be overly corporate or generic.", "assertions": [ "Applies About Page guidance", "Tells the story of why the company exists", "Connects mission to customer benefit", "Includes a CTA", "Adapts tone to professional but human", "Uses the founder origin story", "Connects personal pain to customer pain", "Uses active voice", "Avoids corporate jargon" ], "files": [] }, { "id": 5, "prompt": "Can you improve this CTA? We currently have 'Learn More' on our feature page for our analytics dashboard product.", "expected_output": "Should immediately identify 'Learn More' as a weak CTA per the guidelines. Should apply the CTA formula: [Action Verb] + [What They Get] + [Qualifier]. Should provide 2-3 strong alternatives like 'See the Dashboard in Action,' 'Start Your Free Trial,' or 'Explore Analytics Features.' Each alternative should include rationale and context for when it works best. Should also consider CTA hierarchy — whether this is a primary or secondary CTA, and suggest complementary CTAs if relevant.", "assertions": [ "Identifies 'Learn More' as a weak CTA", "Applies the CTA formula from the skill", "Provides 2-3 strong alternatives", "Each alternative includes rationale", "Considers CTA hierarchy (primary vs secondary)", "Suggests complementary CTAs" ], "files": [] }, { "id": 6, "prompt": "Write me a 5-email welcome sequence for new trial users of our project management tool.", "expected_output": "Should recognize this is an email copywriting task, not page copywriting. Should defer to or cross-reference the email-sequence skill, which specifically handles email sequences, drip campaigns, and lifecycle emails. May provide brief general guidance but should make clear that email-sequence is the right skill for this task.", "assertions": [ "Recognizes this as email sequence work", "References or defers to email-sequence skill", "Does not attempt to write a full email sequence using page copywriting patterns" ], "files": [] }, { "id": 7, "prompt": "Review this copy and tell me what's wrong: 'We are extremely excited to announce our revolutionary, cutting-edge platform that will totally transform how businesses optimize their workflows! Sign up now!!'", "expected_output": "Should apply the Quick Quality Check. Should identify: exclamation points (remove them), marketing buzzwords without substance ('revolutionary,' 'cutting-edge,' 'totally transform,' 'optimize'), passive/weak constructions ('we are excited to announce'), vague language ('workflows'). Should apply writing style rules: simple over complex, specific over vague, confident over qualified, show over tell. Should rewrite the copy following these principles. Should provide 2-3 alternatives.", "assertions": [ "Identifies exclamation point overuse", "Identifies marketing buzzwords without substance", "Identifies vague language", "Applies writing style rules", "Rewrites the copy following principles", "Provides alternatives", "Result is specific, clear, and jargon-free" ], "files": [] } ] } ``` ## File: README.md upstream: https://github.com/karero/croftweaver/blob/main/README.md ````text # Croftweaver [![Latest release](https://img.shields.io/github/v/release/karero/croftweaver?label=latest%20release&color=2ea44f)](https://github.com/karero/croftweaver/releases/latest) **Build for search and AI.** Croftweaver is a free, open-source suite of website skills: instructions your AI coding assistant follows to build and test a site you own. From a short brief it makes a complete website — content, mobile-first responsive design, SEO, accessibility checks, schema markup, tests, and launch support — on Astro → GitHub → Cloudflare Pages, and its test suites check every change by default. After launch, your Search Console data and a weekly check of which AI assistants name your site point to the next edit for SEO and GEO (how your site shows up in AI answers). [![The home page of croftweaver.com, a site built with Croftweaver: the heading "Build a complete website with AI." above two buttons, "Get Croftweaver on GitHub" and "See a finished website".](https://raw.githubusercontent.com/karero/croftweaver/main/docs/images/croftweaver-home.webp)](https://croftweaver.com/) **[See a finished website](https://croftweaver.com/case-study):** croftweaver.com is built with Croftweaver. Its case study follows the site week by week, with links to its public code. **Quick install.** One command installs the skills, in any terminal. Installing and building have different Node minimums: the command needs [Node](https://nodejs.org) 22.12 or newer, and building a site needs a recent security release of Node, which the [setup guide](skills/new-website/templates/SETUP.md) names. One Node that meets the second covers both, and your assistant tells you if yours is too old. ```bash npm create croftweaver ``` It tells you the next step. For Codex add `-- --codex`, for Antigravity `-- --antigravity`. Plugins and other routes: [Manual install](#manual-install--technical-reference). **Before you choose:** [How it compares](https://croftweaver.com/compare) · [Moving from WordPress](https://croftweaver.com/from-wordpress) · [What a static site changes for security](https://croftweaver.com/security) You can use it even if you're not deeply technical. Whether you're a founder, a community organiser, a solo builder, a small team, or a developer, **the easiest way to start is to let your AI assistant guide you step by step.** > 🧭 **Never opened a terminal before?** Start with the gentle walkthrough in > [docs/GETTING-STARTED.md](docs/GETTING-STARTED.md). > 🇩🇪 **Auch auf Deutsch:** Deine KI spricht Deutsch mit dir — du kannst mit dem Baukasten > deutsche Webseiten bauen, mit denselben SEO- und GEO-Leitlinien wie auf Englisch und > mit deutschen Qualitätsprüfungen für Texte, Rechtstexte und Metadaten. > Schreib deinem Assistenten einfach auf Deutsch, er antwortet auf Deutsch — der > Copy-paste-Prompt unten funktioniert genauso, oder häng „Bitte auf Deutsch.“ an. ## What it helps you build Real sites people ship with it: - event and community sites - startup landing pages - expert / personal profiles - resource hubs - small studio or agency websites It's **not** a hosted no-code website builder. You own the code, the repository, and the domain — there's no platform you're locked into, and no hosted-builder subscription required to keep a basic static site online. (Your domain registration and your AI tool may still have their own costs.) **Already have a website?** Part of Croftweaver works on a site that is already live, on any stack, without a rebuild: the checks and measurements. They are Search Console insights, the weekly AI check, the SEO audit, the positioning check, and the facts check. Three limits: the ready-made test suite and the two link audits need the Croftweaver starter, the facts check does not run a page's JavaScript, and there is no automatic import of an existing site yet. See [Croftweaver for established sites](https://croftweaver.com/established-sites). ## Who maintains it Croftweaver is maintained by Daniel Melter (Munich). It grew out of GenAI Wednesday Munich. The [LICENSE](LICENSE) file names the same person as copyright holder, and the [imprint](https://croftweaver.com/imprint) names the company that operates the website croftweaver.com. > **Formerly website-builder.** Same project, new name. GitHub redirects old repository links > and existing clones here. To point a clone at the new address, run > `git remote set-url origin https://github.com/karero/croftweaver.git`. ## You don't do this alone At any point — setup, building, or launch — just ask your AI assistant to **guide you in plain language**. It will: - check what you already have installed, - explain what each step does before doing it, - install any missing tools **only when they're needed** (always asking first), and - run the commands for you, with your approval. If you ever feel lost, you can literally type *"what does this do?"* and it will explain. ## The easiest way to start 1. **Install one AI assistant** — [Claude Code](https://code.claude.com/docs/en/setup) (recommended), or Google Antigravity, or OpenAI Codex. Croftweaver is developed and used with Claude Code; the other two have been tested from start to finish on one site. 2. **Open it** and paste the prompt below. 3. **Answer its questions.** That's it — it handles the rest. **Copy-paste starter prompt:** > I want to use the Croftweaver skill suite (https://github.com/karero/croftweaver) > to create a new website. Please guide me step by step in plain language. > First, check which required tools this computer already has. > Explain every command before you run it, and install missing tools only when they're > actually needed. My websites live in one folder: check which folder you're open in and > ask me whether that's it; if not, ask me which one it is (suggest Documents/Websites > unless I already keep my projects somewhere else, or my Documents folder syncs to iCloud > or OneDrive — then suggest a Websites folder in my home folder). Put the downloaded > Croftweaver files in a folder of their own and leave them there: for example a > folder called croftweaver in my home folder, not Downloads and not my websites > folder. Then install the Croftweaver skills. Tell me when to restart or reopen you > so the skills load — in my websites folder — then start `new website` there. When the > site has its own folder, tell me where it is on my computer (its full path). You don't have to memorise any of this — the assistant runs the real commands for you. (If you'd rather type the commands yourself, see [Manual install](#manual-install--technical-reference) below.) > 📦 **Prefer a download?** Grab the newest `croftweaver.zip` from the > [Releases page](https://github.com/karero/croftweaver/releases/latest) — each release > also tells you, in plain language, what's new. ## What you need - an **AI coding assistant** — Claude Code, OpenAI Codex, or Google Antigravity - a **GitHub account** (free) to store your site's code — it's yours, so we recommend protecting it with two-factor sign-in and a passkey - a **computer** where you can run basic commands (macOS, Linux, or Windows) - *optionally*, a **Cloudflare account** (free) when you're ready to publish Unless you use the one-command install, which needs Node, you **don't** need to install Node, git, the GitHub CLI, image tools, or anything else upfront — the assistant checks for those and helps you install them only when the moment comes. > **On Windows?** The smoothest path is **WSL2** (Ubuntu) — it matches the Linux setup your > site is built and published on, so everything just works. Your assistant can help you set > it up; just ask. (Native Windows works too — see [SETUP.md](skills/new-website/templates/SETUP.md).) ## What leaves your computer Croftweaver has no server of its own and sends nothing to its makers. When a skill talks to a ````