{"id":"321cafd7-6784-4d23-a21b-61254fd4c483","shortId":"9fZGBM","kind":"skill","title":"landing-page-copy","tagline":"Write landing page copy with attention to the hero, value proposition, social proof, objection handling, and conversion-focused CTAs. Use this skill whenever the user wants to write a landing page, sales page, hero section, or any conversion-focused web copy. Triggers on landing ","description":"# Landing Page Copy\n\nWrite copy for pages with a single conversion goal: signup, purchase, demo request, download, lead capture. Stack-agnostic.\n\nThis skill is narrower than `content-and-copy`. Landing pages exist to drive a specific action, not to inform broadly.\n\n---\n\n## When to use\n\n- Writing a hero section for a homepage or product page\n- Writing a sales page or long-form sales letter\n- Drafting opt-in or lead-capture page copy\n- Campaign-specific landing pages\n- Pricing page copy\n- Demo or signup CTAs\n\n## When NOT to use\n\n- Long-form blog content (use `content-and-copy`)\n- Email sequences (use `email-sequences`)\n- Brand voice definition (use `brand-voice`)\n- Page design and layout decisions (use `design-standards`)\n\n---\n\n## Required inputs\n\n- The product, service, or offer\n- The target audience and the specific objection they bring\n- The conversion goal (one specific action)\n- Brand voice\n- Existing customer language (testimonials, support tickets, sales calls)\n- Any constraints (length, format, regulatory)\n\nIf audience is unclear or objections are unknown, run `brand-discovery` or pull from sales call recordings before writing.\n\n---\n\n## The framework: 7 sections\n\nA landing page does seven things in sequence. The structure can flex (combine, reorder, expand), but the elements stay constant.\n\n### 1. Hero\n\nThe first 3 to 5 seconds. Decides whether the visitor stays.\n\n**Three components:**\n\n- **Headline.** The promise. Specific, outcome-focused, free of cliche.\n- **Subheadline.** The mechanism. How you deliver the promise.\n- **Primary CTA.** The action. One button, descriptive label.\n\n**Strong hero patterns:**\n\n- **Outcome + audience + mechanism.** \"Ship features 3x faster, for engineering teams who hate meetings, with our async-first project tool.\"\n- **Pain reversal.** \"Stop losing customers to slow page loads.\"\n- **Surprising claim.** \"The note-taking app that gets used. We have data.\"\n- **Direct address.** \"You have 47 unread Slack messages. Here's what to do about it.\"\n\n**Weak hero patterns:**\n\n- Generic adjective stacking (\"Powerful, intuitive, scalable\")\n- \"Welcome to our platform\"\n- Brand-name-only headlines (\"Acme: The Future of X\")\n- Vague benefits (\"Streamline your workflow\")\n\n### 2. Social proof (early)\n\nWithin the first scroll, prove someone else trusts you.\n\n**Forms:**\n- Customer logos (recognizable beats unknown)\n- Quantitative trust signal (\"Over 10,000 teams\")\n- One strong testimonial with name and role\n- Press mentions (logos of where you've been featured)\n\n**Placement:** Right below the hero, before the visitor invests in reading more.\n\n### 3. Problem / promise\n\nEstablish that you understand the visitor's situation.\n\n**Pattern:**\n- 1 to 3 paragraphs naming the specific problem\n- Use the visitor's language (mined from research, not your marketing language)\n- Stop before you sell. Resonate first.\n\n**Test:** Read the problem section aloud. Does the target audience nod? If they don't, you don't understand them yet.\n\n### 4. Solution / mechanism\n\nHow you solve the problem. The \"what we actually do\" section.\n\n**Effective structure:**\n- One headline summarizing the solution\n- 3 to 5 specific features or capabilities, each with a 1-2 sentence explanation\n- Each feature framed as the benefit it produces, not the technical detail\n- Visual support (screenshots, illustrations, video clips)\n\n**Failure mode:** Listing features without translating to outcomes. \"Real-time collaboration\" is a feature. \"Edit together without copying-pasting from email\" is the outcome.\n\n### 5. Proof and detail\n\nThe expanded social proof and case studies section.\n\n**Components:**\n- 1 to 3 detailed case studies (specific customer, specific outcome, specific numbers)\n- Multiple testimonials with attribution\n- Specific data points (usage stats, success metrics, growth)\n- Awards, certifications, or third-party validation\n\nThe deeper proof section is where committed visitors convert. Skim-readers won't make it here, but the ones who do are ready to buy.\n\n### 6. Objection handling\n\nAnticipate the reasons people say no. Address them directly.\n\n**Common objection types:**\n- **Price.** \"Is this worth it?\"\n- **Time.** \"Will this take forever to set up?\"\n- **Trust.** \"Will this actually work for my situation?\"\n- **Risk.** \"What if I commit and it's wrong?\"\n- **Comparison.** \"How is this different from [competitor]?\"\n- **Implementation.** \"Can my team handle the change?\"\n\n**Handling formats:**\n- **FAQ section.** Structured, scannable.\n- **Comparison table.** Vs. competitors or vs. alternatives.\n- **Risk reversal.** Money-back guarantee, free trial, no-contract terms.\n- **Proof of effort needed.** \"Setup takes 5 minutes, not 5 weeks.\"\n\n### 7. Final CTA\n\nThe closer. Re-state the offer. Re-state the action.\n\n**Strong final CTAs:**\n- Repeat the primary CTA from the hero (consistency)\n- Frame in terms of the visitor's situation (\"Get your team set up in 5 minutes\")\n- Remove friction (\"No credit card required\")\n- One action only (avoid offering 5 alternatives that paralyze decision)\n\n**Avoid:**\n- Multiple CTAs competing for attention at the bottom\n- New offers introduced only at the bottom (visitor is now confused)\n- Long forms that ask for more information than needed for the action\n\n---\n\n## The CTA itself\n\nButtons matter. Treat the button copy as a whole-page-worth of attention.\n\n**Strong CTA patterns:**\n\n- **Action + outcome.** \"Start your free trial,\" \"Get my pricing,\" \"Send me the guide\"\n- **First-person.** \"Show me how\" outperforms \"Show you how\"\n- **Specific.** \"Book a 15-minute demo\" beats \"Contact us\"\n- **Low-friction.** \"Free trial, no credit card\" reduces commitment cost\n\n**Weak CTAs:**\n- \"Submit\" (functional but lifeless)\n- \"Click here\" (no value statement)\n- \"Learn more\" (vague; about what?)\n- \"Get started\" (started doing what?)\n\n---\n\n## Workflow\n\n1. **Confirm the offer.** What exactly is being offered? At what price (if any)? What does the visitor get?\n2. **Confirm the audience and objection.** Specific segment. The specific worry they bring.\n3. **Mine the language.** Customer testimonials, support tickets, sales calls. Use real customer phrases.\n4. **Draft the hero.** Headline, subheadline, CTA. Test 5 to 10 variations.\n5. **Build the structure.** All 7 sections in order. Sections can combine for shorter pages.\n6. **Draft sections.** Section by section. Don't polish until the structure is sound.\n7. **Edit for friction.** Remove every word that doesn't earn its place. Landing pages do not have words to spare.\n8. **Test the CTA.** Read the page aloud. By the end, is the visitor's next action obvious?\n9. **Pre-publish:** check links, spell-check, mobile preview, SEO basics if SEO is a goal.\n\n---\n\n## Failure patterns\n\n- **Hero that explains instead of sells.** \"We're an X for Y\" is description. \"Get X without Y\" is sell.\n- **Feature lists with no outcomes.** Features without benefits read as a spec sheet.\n- **Generic testimonials.** \"Great product!\" is worth less than nothing. \"We cut onboarding time from 2 weeks to 4 days\" is gold.\n- **Multiple competing CTAs.** Pick one primary action. Everything else is noise.\n- **Walls of text.** Visitors scan. Use short paragraphs, bullet lists, and visual breakpoints.\n- **No social proof.** Trust is the first hurdle. Without proof, the rest of the page does not earn the chance to be read.\n- **Mismatched headline and CTA.** Hero promises X, CTA asks for Y. Visitor confused.\n- **Writing for everyone.** \"Our solution works for any business\" appeals to no one. Specificity converts.\n- **Ignoring mobile.** Most visitors are on mobile. Test the page at 375px first.\n\n---\n\n## Output format\n\nDefault output is a structured markdown document for the page, with each section labeled. The markdown is ready to import into the CMS or hand to design.\n\nStructure:\n\n```markdown\n# [Page Title]\n\n## SECTION: Hero\n- Headline: [text]\n- Subheadline: [text]\n- Primary CTA: [button text]\n- Supporting cue: [optional, e.g., \"No credit card required\"]\n- Hero visual notes: [if any]\n\n## SECTION: Social proof (early)\n- Logo bar: [list customer/press logos]\n- Trust statistic: [if any]\n\n## SECTION: Problem / promise\n[2 to 3 paragraphs]\n\n## SECTION: Solution\n- Headline: [text]\n- Feature 1: [headline + description]\n- Feature 2: [headline + description]\n- Feature 3: [headline + description]\n\n## SECTION: Proof\n- Case study 1: [customer, outcome, numbers]\n- Testimonials: [list]\n- Data points: [list]\n\n## SECTION: Objection handling\n- FAQ: [questions and answers]\n- OR Comparison table: [vs alternatives]\n- OR Risk reversal: [guarantee, terms]\n\n## SECTION: Final CTA\n- Headline: [text]\n- Final CTA button: [text]\n- Supporting cue: [optional]\n\n## Variants for testing\n- [Alternate headlines]\n- [Alternate CTAs]\n- [Alternate proof framings]\n```\n\n---\n\n## Reference files\n\n- [`references/hero-formulas.md`](references/hero-formulas.md) - Patterns and formulas for hero headlines.\n- [`references/objection-library.md`](references/objection-library.md) - Common objections by category, with handling 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Also triggers when the user has a marketing campaign or product launch needing dedicated conversion copy."},"skills_sh_url":"https://skills.sh/rampstackco/claude-skills/landing-page-copy"},"updatedAt":"2026-05-18T18:55:17.464Z"}}