---
name: website-copy-refresh
description: Revises website copy against positioning, audience needs, proof, conversion goals, and brand voice while showing the rationale for every material change. Use for landing-page refreshes, website copy audits, conversion copywriting, homepage rewrites, or message clarity reviews.
license: Apache-2.0
metadata:
  adlass.categories: "marketing-content/seo-web, marketing-content/brand-tone"
  adlass.industries: ""
  adlass.tags: "website-copy, landing-page, conversion, positioning, messaging, copy-review"
  adlass.adaptation: "reference-doc"
  adlass.source: "original"
  adlass.version: "1"
---

# Website copy refresh

## Purpose

Improve supplied website copy so its audience, promise, proof, structure, and next action are clear and consistent with approved positioning.

## Scope

The skill covers page purpose, hierarchy, benefits, proof, objections, calls to action, SEO basics, tone, and change rationale.

**Excluded:** design implementation, analytics configuration, A/B testing, and unsupported product claims.

## Data basis

- Current page copy supplied as an input.
- Positioning, audience, conversion goal, brand guide and product facts in scope.
- Performance data and page context when available.

## Result

Revised page copy and a before/after rationale sheet.

## Quality criteria

- Each page has one audience, purpose and primary action.
- Material claims have an approved proof source.
- Changes improve clarity without changing factual meaning.
- Rationale cites the original section and rule or evidence.

## Instructions

Lead with the reader's problem and desired outcome. Use concrete headings, specific proof and one dominant CTA. Preserve legally or technically required language. Where evidence is absent, write a placeholder or flag the gap; never fill it with persuasive invention.

## Adapt before use

- Add positioning, audience, brand and product documents.
- Define page goals, CTA hierarchy and SEO conventions.
- Add approved proof, testimonials and prohibited claims.
- Supply performance data and page taxonomy where available.
- Keep source facts, analysis, recommendations, and unresolved questions visibly separate.
- Preserve stable document, section, page, sentence, URL, or row identifiers in every finding.
- Record assumptions about audience, channel, period, approval status, and data coverage.
- Treat missing guidance as an adaptation gap rather than inventing a company rule.
- Prefer a precise, bounded recommendation over a broad generic rewrite.
- Use supplied terminology consistently across the document, sheet, and any derivative copy.
- Do not infer performance, customer behavior, product capability, or market response from wording alone.
- Make every unresolved issue actionable by naming the missing decision, evidence, owner, or source.
- Keep factual claims traceable even when the final copy is concise.
- Recheck that counts, names, dates, and identifiers match across all outputs.
- Mark hypotheses as hypotheses and preserve competing explanations when evidence is mixed.
- Use the stated acceptance criteria as the final completeness check.