moai-domain-copywriting

Brand-aligned copywriting skill for marketing and product websites. Absorbed from agency-copywriting (v3.2.0). Enforces anti-AI-slop rules, requires brand voice context, and outputs structured JSON per section.

Quick Reference

Entry Conditions

Before generating copy, verify all three conditions are met:

Brand voice context is loaded: .moai/project/brand/brand-voice.md exists or is provided inline.
Target page or section scope is explicitly stated (landing page, about, pricing, etc.).
Anti-AI-slop checklist is active (see below).

If brand-voice.md does not exist, stop and instruct the user to run the brand interview via /moai design or manager-spec.

Output Format

All copy output is structured JSON with the following top-level sections:

{
  "page_type": "<landing|about|services|pricing|contact>",
  "sections": {
    "hero": { "primary": {...}, "variant_a": {...} },
    "problem": { "primary": {...}, "variant_a": {...} },
    "solution": { "primary": {...}, "variant_a": {...} },
    "features": { "primary": {...}, "variant_a": {...} },
    "cta": { "primary": {...}, "variant_a": {...} },
    "pricing": { "primary": {...}, "variant_a": {...} }
  },
  "metadata": {
    "tone_profile": "<string>",
    "word_count": <number>,
    "reading_level": "<string>"
  }
}

Each section must include at least one A/B variant (variant_a). The primary field is the recommended default.

Implementation Guide

Section Structure

hero: The first visible block. Subject must be the reader outcome, not the company name.

headline: Max 12 words. Present tense. Outcome-first.
subheadline: One sentence. Expands the headline mechanism. Max 25 words.
cta_primary: Verb + noun. Max 5 words. ("Start your free trial", "See how it works")
cta_secondary: Optional. Softer alternative. ("Learn more", "Watch demo")

problem: Acknowledges the reader's pain point before proposing a solution.

headline: Frame the cost of the status quo. Specific, not abstract.
body: 2-3 sentences. Use second-person ("you", "your team").

solution: Introduces your product or service as the answer.

headline: Direct claim with mechanism. ("We automate X so you can Y.")
body: 3-4 sentences. State what it is, how it works, and one concrete outcome.

features: Scannable list of capabilities.

Each feature: title (max 5 words) + description (max 2 sentences) + optional metric.
Maximum 6 features per section.

cta: Final conversion prompt.

headline: Urgency or clarity without manipulation. Avoid "limited time" cliches.
button_text: Same rules as hero cta_primary.
supporting_text: Trust signal (money-back guarantee, no credit card, etc.)

pricing: Only include if explicitly requested in scope.

headline: Framing statement. ("Simple pricing. No surprises.")
Plans array: name, price, billing_period, highlights (max 5 bullet strings).

Anti-AI-Slop Checklist

Every piece of generated copy must pass this checklist before delivery:

Forbidden patterns — Reject any copy containing:

Exclamation marks used more than once per section
"In today's fast-paced world" or equivalent opening
"Cutting-edge", "state-of-the-art", "revolutionary", "game-changing"
"Leverage" as a verb (replace with "use", "apply", "deploy")
"Seamless", "frictionless", "best-in-class" without quantified evidence
Passive voice where active is grammatically equivalent
Filler clauses: "at the end of the day", "the fact of the matter is"
Generic benefits without concrete mechanism ("helps you succeed")
Third-person self-reference in hero section ("Our company believes...")

Required patterns — Every section must have:

At least one concrete number, percentage, or time reference
Reader-centric framing (subject is "you" or reader outcome, not "we")
Active voice for all capability claims
Specificity: replace "grow your business" with a measurable outcome

Tone calibration — Load from brand-voice.md:

Respect the tone spectrum defined (e.g., "playful" vs "authoritative")
Match vocabulary preferences (avoid jargon if jargon_level: low)
Preserve brand-specific terminology exactly as defined

A/B Variant Rules

Each section must include one alternative version (variant_a) that differs in:

Headline framing angle (problem-first vs. solution-first)
CTA verb choice
Tone register (slightly more or less formal)

Do not generate more than two variants unless the scope explicitly requires it.

Brand Voice Integration

Load .moai/project/brand/brand-voice.md and apply:

tone: Overall register. If missing, default to "confident and direct".
vocabulary_preferences: Preferred and avoided terms. Enforce strictly.
audience_familiarity: Determines assumed knowledge level. Adjust jargon accordingly.
example_phrases: Use as stylistic anchors. Mimic sentence rhythm, not content.

If any _TBD_ markers are present in brand-voice.md, stop and request completion before proceeding.

Integration with moai-domain-brand-design

When both copywriting and design work are in scope (path B of /moai design):

Complete copy sections first and output structured JSON.
Pass the JSON copy output to moai-domain-brand-design as the content contract.
Design tokens and layout must accommodate copy length constraints (headline character counts, CTA button text length).

Advanced Patterns

Reading Level Targeting

Adjust copy complexity to the target audience's reading level:

Technical audience (B2B SaaS developers): Grade 10-12. Allow domain terminology.
Business audience (SMB owners): Grade 8-10. Avoid acronyms without expansion.
Consumer audience (general public): Grade 6-8. Short sentences, concrete imagery.

Include the calculated reading level in the output metadata reading_level field using the Flesch-Kincaid grade level scale.

Microcopy Guidelines

Form labels, error messages, and UI strings follow stricter rules:

Labels: noun phrases, 1-3 words, no punctuation
Placeholders: example values, not instructions ("jane@company.com" not "Enter email")
Error messages: what went wrong + how to fix it, no blame language
Success messages: confirm the action, state the next step

Social Proof Integration

When testimonials or case study data are available in brand context:

Quote exactly, do not paraphrase customer quotes
Include company name, role, and metric (where permitted)
Place after the problem section (reaffirms pain) or after features (reaffirms solution)

Works Well With

moai-domain-brand-design: Visual design must accommodate copy constraints
moai-workflow-gan-loop: GAN loop evaluates copy quality in Design Quality and Completeness dimensions
expert-frontend: Receives the JSON copy output for implementation
evaluator-active: Scores copy accuracy against original brand-voice.md

Source: Absorbed from agency-copywriting v3.2.0 on 2026-04-20. REQ coverage: REQ-SKILL-001, REQ-SKILL-002, REQ-SKILL-003 Version: 1.0.0