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.