Landing Page Copy

---
name: landing-page-copy
description: "Write full landing-page copy that converts — section by section. Use when asked to write a landing page, homepage copy, a product page, or copy for a marketing site. Produces complete copy for every section (hero, problem, solution, social proof, features-as-benefits, objections/FAQ, final CTA) with a clear single conversion goal and one primary call to action."
---

# Landing Page Copy Skill

A landing page has one job: move a specific visitor to one action. Most pages bury the value, hedge
the ask, and talk about themselves. This skill writes the whole page section-by-section around a single
conversion goal — leading with the visitor's problem and the outcome, proving it, handling objections,
and asking once, clearly.

## Required Inputs

Ask for these only if they aren't already provided:

- **The one goal** — the single action (sign up, book a demo, buy, join waitlist). One page, one ask.
- **Audience & their problem** — who's landing and what pain brought them.
- **The offer** — product, the core outcome, and the differentiator (pair with [`value-proposition`](../value-proposition/SKILL.md)).
- **Proof** — testimonials, logos, metrics, guarantees (whatever's real).
- **Source of traffic**, if known — an ad-matched page reads differently from an organic one.

## Output Format

### Landing Page: [product] — goal: [the one action]

Write copy (not just guidance) for each section:

**1. Hero** — a benefit-led **headline** (the outcome, not the feature), a one-sentence **subhead** that adds the how/for-whom, and the **primary CTA** button text. Offer 2 headline options.

**2. Problem** — name the visitor's pain so they feel understood (2–3 lines). Earns the read.

**3. Solution** — how you solve it, framed as their outcome. Lead with the transformation.

**4. Social proof** — placement + example copy for testimonials/logos/metrics (the strongest goes highest).

**5. Features → benefits** — 3–5, each as **benefit headline + one line of how**. Never a bare feature.

**6. Objection handling / FAQ** — the 3–5 real reasons they'd hesitate (price, trust, effort, fit), answered honestly.

**7. Final CTA** — restate the core benefit and repeat the *same* one ask. Add the risk-reducer (free trial, no card, guarantee).

**Microcopy notes** — button text (action + value, not "Submit"), and the one distraction to remove.

## Quality Checks

- [ ] The whole page drives **one** action with **one** primary CTA (repeated, not competing)
- [ ] The hero leads with the outcome/benefit, not a feature or the company name
- [ ] Every feature is written as a benefit to the visitor
- [ ] Real objections are surfaced and answered, not ignored
- [ ] Social proof is placed where doubt peaks (near the asks)
- [ ] CTA button copy states the value ("Start free" not "Submit")

## Anti-Patterns

- [ ] Do not offer competing CTAs — multiple asks split attention and lower conversion; one goal per page
- [ ] Do not open with "Welcome to [company]" — lead with the visitor's outcome
- [ ] Do not list features without benefits — visitors buy outcomes, not specs
- [ ] Do not hide the price/effort/objections — unanswered doubt is a silent exit
- [ ] Do not write "Submit"/"Learn more" buttons — say what happens and the value

## Based On

Conversion-copywriting practice — single conversion goal, problem-led structure, benefit-framing, objection handling, LIFT-style clarity.