---
title: Web Copy Guidelines skill
slug: agent-platform/docs/web-copy-guidelines-skill
docTags: 
createdAt: 2026-10-06T00:00:00.000Z
---

The **Web Copy Guidelines** skill is an org skill in the Optimizely Opal Skills Directory that validates headlines, subheads, and CTAs for web page variations against your voice, grammar, claims, and cadence rules, rewriting or removing anything that conflicts.

It applies to everyone in your organization. An administrator installs and configures it once.

## Skill details

- **Shortcut** – `/web-copy-guidelines`
- **Type** – Org skill
- **Setup** – Required

## What the skill does

- Validates headlines, subheads, and calls to action (CTAs) for web pages and A/B test variations against your voice, grammar, claims, and cadence rules.
- Rewrites or removes anything that conflicts. Claims that fail your rules are dropped rather than reworded.
- Applies your color palette and CTA accent rules to proposed style changes, including contrast checks.
- Uses your uploaded guide first, then your typed answers, and uses the live page only for facts.

## Before you begin

- You must have the **Manage Instructions** permission to install this skill. If you do not, click **Request** in the Skills Directory to ask an administrator to install it.
- Have your answers and files ready. Opal asks for them during setup.

## Information Opal asks for

Opal asks for the following during setup. You can skip optional items.

- **Brand and Where This Applies** (Required) – The brand and the web properties these rules cover.
- **Voice Traits** (Required) – The traits your web copy should have.
- **Style Guide and Protected Names** (Required) – Grammar rules and names that must keep their exact capitalization.
- **Color Palette and CTA Accent** (Required) – Your palette, one color per line, and the accent color used for CTAs.
- **Brand or Voice Guide** (Optional) – A file that sets your voice.
- **Approved Shipped Copy** (Optional) – Copy that already passed review.
- **Banned Words and Habits** (Optional) – If you skip this, only the built-in buzzword and urgency list applies.
- **Typography and Signature Treatment** (Optional) – Protected type treatments. If you skip this, Opal keeps proposals copy-only.
- **Approved Claim Sources** (Optional) – Where claims may come from. If you skip this, the live page is the only accepted source.
- **Touchstone Lines** (Optional) – Your strongest example lines.

## Install the skill

1. Go to **Directory > Skills**.
2. Find **Web Copy Guidelines** and click **Install**.
3. In the **Setup required** dialog, click **Set up in chat**.
4. Answer Opal's questions and upload any files it asks for.
5. Confirm the details when Opal asks.

For details about browsing, installing, updating, and uninstalling skills, see [Skills Directory overview](docId\:jw_PeWvKOXocy3ihL5h9w).

## Use the skill

After setup, enter `/web-copy-guidelines` in Opal Chat to run the skill on demand. Opal also applies it automatically when your request matches its **When to use** conditions. Try prompts like the following:

- *Write three headline variations for this landing page.*
- *Check this A/B test variation against our brand rules.*
- *Suggest a CTA for this hero section.*

## Things to know

- Default cadence limits apply unless your guide overrides them: headlines of six words or fewer, subheads of 22 words or fewer, and verb-led CTAs of two to four words.
- Because this is an org skill, one person's answers set the rules for everyone in your organization. There is no draft or approval step.

## Update the skill

When Optimizely publishes a new version, **Update** displays on the skill's card in the Skills Directory. Opal keeps the information you provided during setup and asks only for anything the new version adds. See [Update a skill](docId\:jw_PeWvKOXocy3ihL5h9w).

## Related skills

- [Brand Voice Guidelines skill](docId\:dDTdVdUVmV2aQ_PeMGCfo)
- [Website Best Practices skill](docId:17lTyqxHTI15OwBqib6iV)

:::hint{type="info"}
**Note**

If you use Opti ID, administrators can turn off generative AI in the Opti ID Admin Center. See [Turn generative AI off across Optimizely applications](docId\:X5U0kKD2azV5cIdNqwGNj).
:::