landing-page-copy

What this skill does

# Landing Page Copy

> Build high-converting landing pages with proven structure, persuasive sections, and best practices. From hero to footer—every element optimized.

## When to Use This Skill

- Writing landing pages from scratch
- Improving existing underperforming pages
- Creating templates for repeatable page types
- Structuring lead gen, sales, or product pages
- Reviewing pages for conversion optimization
- Building landing page copy briefs for designers

## Methodology Foundation

**Source**: Compiled from Unbounce research, CXL Institute studies, Copyhackers methodology, and direct response best practices.

**Core Principle**: A landing page has one job: get the visitor to take one action. Every element—headline, body, proof, CTA—must support that single conversion goal.

**Why This Matters**: Landing pages convert 5-15% on average. Top performers hit 25%+. The difference is almost always in the copy and structure, not the design.


## What Claude Does vs What You Decide

| Claude Does | You Decide |
|-------------|------------|
| Structures production workflow | Final creative direction |
| Suggests technical approaches | Equipment and tool choices |
| Creates templates and checklists | Quality standards |
| Identifies best practices | Brand/voice decisions |
| Generates script outlines | Final script approval |

## What This Skill Does

1. **Structures complete landing pages** - Section by section
2. **Writes each page element** - Headlines, body, bullets, CTAs
3. **Matches structure to goal** - Lead gen, sales, product, event
4. **Audits existing pages** - Identifies conversion blockers
5. **Creates page templates** - Reusable frameworks

## How to Use

### Write a Complete Landing Page
```
Write landing page copy for:
Product: [description]
Goal: [lead gen, sale, demo booking, etc.]
Audience: [who they are and awareness level]
Key differentiator: [main USP]
```

### Audit an Existing Page
```
Audit this landing page and identify conversion issues:
[URL or paste the copy]
Goal: [what the page should convert]
```

### Create a Page Template
```
Create a landing page template for [page type]:
- Lead gen for [offer type]
- Product page for [product type]
- Sales page for [price range]
```

### Write Specific Sections
```
Write the [hero section / features section / testimonials section / FAQ] for:
Product: [description]
Key message: [main point for this section]
```

## Instructions

When building landing pages, follow this structure and best practices:

### The Universal Landing Page Structure

```
## Core Landing Page Sections

1. HERO SECTION
   └── Headline + Subheadline + CTA + Visual

2. PROBLEM SECTION
   └── Agitation of pain points

3. SOLUTION SECTION
   └── Your product as the answer

4. FEATURES/BENEFITS SECTION
   └── What they get + why it matters

5. SOCIAL PROOF SECTION
   └── Testimonials, logos, numbers

6. OBJECTION HANDLING
   └── FAQ or comparison section

7. FINAL CTA SECTION
   └── Summary + CTA + urgency

8. FOOTER
   └── Trust signals + secondary links
```

---

### Section 1: The Hero

```
## Hero Section (Above the Fold)

The hero must answer 3 questions in <5 seconds:
1. What is this?
2. Who is it for?
3. Why should I care?

### Hero Elements

**Headline** (most important element)
- Clear primary benefit or transformation
- Specific, not vague
- Matches the ad/email that brought them here
- 10 words or fewer ideal

**Subheadline**
- Expands on the headline
- Adds specificity or mechanism
- Addresses WHO it's for
- 20-30 words max

**CTA Button**
- Primary action
- Value-focused text
- High contrast, prominent

**Visual**
- Product shot OR outcome visualization
- Happy user (if using people)
- Should reinforce the headline

**Supporting Microcopy**
- Below CTA: "No credit card required"
- Trust badges if relevant
- Quick wins: "2-min setup"

### Hero Template

```
[HEADLINE: Primary benefit in 10 words or less]

[SUBHEADLINE: Explain how they get that benefit, for whom, or what makes it unique]

[CTA BUTTON: Action + Value]

[Microcopy: Address main anxiety]
```

### Hero Examples

**SaaS Example:**
```
Headline: "Finally, a CRM salespeople actually use"
Subheadline: "Pipedrive automates busywork so you can focus on closing. Trusted by 100,000+ sales teams."
CTA: "Start Free Trial"
Microcopy: "No credit card • Setup in 5 minutes"
```

**Lead Gen Example:**
```
Headline: "The 7-Step Checklist That Tripled Our Email Opens"
Subheadline: "Stop guessing. Use the exact framework that grew our list from 0 to 50K."
CTA: "Get the Free Checklist"
Microcopy: "Sent instantly • No spam, unsubscribe anytime"
```
```

---

### Section 2: Problem/Pain

```
## Problem Section

**Purpose**: Show you understand their pain. Create resonance before presenting solution.

### Key Principles
- Use THEIR language (from research/reviews)
- Be specific, not generic
- Agitate but don't manipulate
- 3-5 pain points max
- Set up the solution

### Format Options

**Option A: Bullet List**
```
Sound familiar?
• [Pain point 1 in their words]
• [Pain point 2]
• [Pain point 3]
• [Pain point 4]
```

**Option B: "If you're like most..." Statement**
```
If you're like most [audience], you've probably...
- Tried [failed solution] and got nowhere
- Spent hours on [tedious task]
- Wondered if [goal] is even possible
```

**Option C: Scenario**
```
Every Monday, the same thing happens.
[Describe painful scenario in vivid detail]
[Show the consequence]
[Hint at the cost]
```

### Problem Section Template

```
[HEADER: Question or "Sound familiar?"]

[3-5 specific pain points using customer language]

[TRANSITION: "It doesn't have to be this way" or "There's a better way"]
```
```

---

### Section 3: Solution

```
## Solution Section

**Purpose**: Introduce your product as THE answer to the problems just described.

### Key Principles
- Direct connection to problems stated
- Focus on outcomes, not features (yet)
- Keep it simple—overview only
- Visual of product if possible

### Format

**Header**: Transition statement
- "Enter [Product Name]"
- "That's exactly why we built [Product]"
- "Meet your new [category]"

**Body**: 1-2 short paragraphs
- What it does (simply)
- How it solves the stated problems
- Main differentiator

**Visual**: Product screenshot or demo gif

### Solution Section Template

```
[HEADER: "Introducing [Product]" or "There's a better way"]

[DESCRIPTION: 2-3 sentences explaining what it is and how it solves the problems]

[SINGLE KEY DIFFERENTIATOR: The one thing that makes you different]

[VISUAL: Product in action]
```
```

---

### Section 4: Features & Benefits

```
## Features/Benefits Section

**Purpose**: Detail what they get and why each element matters.

### Key Principles
- Lead with benefit, support with feature
- 3-5 core features max (don't overwhelm)
- Each feature gets its own visual/icon
- Link features to stated problems

### The FAB Formula (For Each Feature)
**Feature** → **Advantage** → **Benefit**

### Format

```
## [Benefit-Focused Section Header]

### [Feature 1 Name]
[1-2 sentences on what it does and why it matters]

### [Feature 2 Name]
[1-2 sentences]

### [Feature 3 Name]
[1-2 sentences]
```

### Features Template

```
## Everything you need to [achieve goal]

### [Feature 1: Benefit-first name]
[What it does] → [Why that matters to their life/work]

### [Feature 2: Benefit-first name]
[What it does] → [Why that matters]

### [Feature 3: Benefit-first name]
[What it does] → [Why that matters]
```

### Example

```
## Ship faster without breaking things

### One-Click Deploys
Push to production in seconds, not hours. Automatic rollbacks if anything goes wrong.

### Real-Time Error Tracking
Know about issues before your users do. Get alerts with the exact line of code.

### Team Collaboration
Comment on deployments, assign owners, track changes. Everyone stays in sync.
```
```

---

### Section 5: Social Proof

```
## Social Proof Section

**Purpose**: Provide evidence that this works for people like the