Copy rules, tone, structure, and anti-patterns for AI Agency website content. Enforces brand voice consistency, section-level copy structure, and JSON output contracts for automated page generation workflows.
Governs all textual content produced for AI Agency websites. Ensures brand-aligned tone, structured section output, and elimination of common AI-generated copy anti-patterns.
Purpose: Define and enforce copy rules, tone guidelines, structural patterns, and anti-patterns for AI Agency website content generation.
Input Contract:
.agency/context/brand-voice.md).agency/context/target-audience.md)Output Contract: JSON-structured copy per section with the following shape:
{
"page_type": "landing",
"sections": [
{
"id": "hero",
"headline": "string",
"subheadline": "string",
"body": "string",
"cta_primary": "string",
"cta_secondary": "string | null"
}
],
"metadata": {
"tone_profile": "string",
"word_count": "number",
"reading_level": "string"
}
}
Owner: copywriter agent
Specificity Over Generality: Every claim must be grounded in a concrete detail. Replace "we help businesses grow" with a specific mechanism or outcome.
Active Voice, Present Tense: Default to active constructions. Use present tense for capabilities, past tense only for case study results.
Reader-Centric Framing: The subject of every headline should be the reader or their outcome, not the agency. "You" before "We."
Conversational Authority: Tone sits between casual blog and formal whitepaper. Confident but not stiff. Knowledgeable but not jargon-heavy.
Brevity as Respect: Every word must earn its place. If a sentence can lose a clause without losing meaning, cut it.
Evidence-Backed Claims: Quantify where possible. "3x faster" over "significantly faster." Cite sources or case studies for performance claims.
No Filler Phrases: Eliminate "In today's fast-paced world", "leveraging cutting-edge", "at the end of the day", and similar empty constructions.
No rules discovered yet. Rules are added through the evolution process.
Format for future rules:
### R-001 (v1 | confidence: 0.XX | evidence: N)
[Rule description]
- Context: [When this rule applies]
- Evidence: [F-XXX references]
- Added: vX.Y.Z
No anti-patterns discovered yet. Anti-patterns are added through the evolution process.
Format for future anti-patterns:
### AP-001 (confidence: 0.XX | evidence: N)
AVOID: [What to avoid]
- Why: [Reason]
- Evidence: [F-XXX references]
No heuristics discovered yet. Heuristics are added through the evolution process.
Format for future heuristics:
### H-001 (weight: 0.X | evidence: N)
[Soft guideline]
- Context: [When applicable]
- Note: [Caveats]
No evolution entries yet.
Format for future entries:
### Evolution E-001
- Date: YYYY-MM-DD
- Type: rule_added | rule_updated | anti_pattern_added | heuristic_added
- Source: F-XXX (feedback reference)
- Change: [Description of what changed]
- Confidence delta: +/- 0.XX
Version: 3.2.0 Last Updated: 2026-04-02
| Rationalization | Reality |
|---|---|
| "The copy sounds fine to me, brand voice review is unnecessary" | Personal preference is not brand voice. Brand voice is a documented standard. Review against the standard, not your intuition. |
| "Lorem ipsum placeholders are fine for now" | Placeholders persist into production more often than anyone admits. Write real copy from the start. |
| "Marketing copy does not need structure, creativity is enough" | Structure (headline, subhead, body, CTA) guides the reader. Unstructured creative copy confuses instead of converting. |
| "The CTA is obvious, I do not need to write it" | Missing CTAs mean missing conversions. Every section needs a clear next action for the reader. |
| "I will adjust the tone after seeing it in the design" | Tone mismatches between copy and design require rework on both sides. Align tone with the brand voice spec first. |
.agency/context/ referenced in copy decisions