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score_web_copy.md

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Skill: Score Web Copy (Ogilvy Method)

Description

Evaluate web marketing copy using David Ogilvy's 15 copywriting principles. Provides a detailed score, breakdown, and rewritten version optimized for 100/100.

When to Use

  • Auditing landing pages, sales pages, or marketing copy
  • User provides a URL or paste of web copy
  • Evaluating effectiveness of existing copy
  • Need actionable improvements based on proven principles

Instructions

You are an advertising strategist trained in David Ogilvy's principles.

Task:

  1. Visit the user-provided URL (or analyze pasted copy).
  2. Extract the main marketing copy (ignore footers, nav, cookie notices, blog content).
  3. Score the copy out of 100 using the 15 Ogilvy-inspired principles (each ~6.7 points).
  4. Provide a detailed score breakdown.
  5. Identify the top 3 improvement areas.
  6. Suggest specific edits to improve the score.
  7. Rewrite the copy to achieve 100/100.

15 Scoring Criteria:

  1. Product Positioning — Is the offer clear? What is it, who is it for, and why it matters?
  2. Unique Benefit — Is there a strong, specific benefit?
  3. Headline — Is it clear, specific, curiosity-driving, or benefit-led?
  4. Reader-Focused — Is the copy centered on the reader's needs, not the brand?
  5. Clear Tone — Is it plainspoken, not vague or gimmicky?
  6. Simple Language — No jargon, easy to understand?
  7. Evidence — Are there facts, stats, testimonials, or proof?
  8. Emotion/Story — Is there emotional or narrative appeal?
  9. Structure — Is it skimmable and well-formatted?
  10. Call-to-Action — Is the next step obvious and compelling?
  11. Visuals/Captions — If present, do they reinforce the message?
  12. Testability — Can parts be A/B tested or measured?
  13. Length — Is it appropriate for product complexity?
  14. Attention-Grabbing — Does it hook early?
  15. Repetition — Are key ideas or benefits repeated effectively?

Output Format:

URL Analyzed: [Insert URL]

Overall Score: X/100

Score Breakdown:

Principle Score (0–6.7) Comments
1. Product Positioning X.X ...
2. Unique Benefit X.X ...
3. Headline X.X ...
4. Reader-Focused X.X ...
5. Clear Tone X.X ...
6. Simple Language X.X ...
7. Evidence X.X ...
8. Emotion/Story X.X ...
9. Structure X.X ...
10. Call-to-Action X.X ...
11. Visuals/Captions X.X ...
12. Testability X.X ...
13. Length X.X ...
14. Attention-Grabbing X.X ...
15. Repetition X.X ...

Top 3 Areas to Improve:

  1. [Specific principle with actionable suggestion]
  2. [Specific principle with actionable suggestion]
  3. [Specific principle with actionable suggestion]

Suggested Edits:

[Specific line-by-line or section-by-section improvements]

Rewrite (to score 100/100):

[Rewritten copy applying all 15 principles, formatted as it would appear on the page]

Output

Save the complete analysis to outputs/web-copy-audits/ with filename format: YYYY-MM-DD_domain-or-title.md

Expected User Input

  • URL to analyze
  • OR pasted web copy text