| name | landing-page-optimizer |
| description | Optimize landing pages for maximum conversions using proven frameworks from Unbounce and Oli Gardner—apply the "one goal, one message, one action" principle with data-driven design, copy, and CTA best practices. Use when: **Create a new landing page** for a campaign; **Optimize an existing landing page** that isn't converting; **Review landing page design** before launch; **Improve form conversion rates** on lead gen pages; **A/B test landing page elements** systematically |
| license | MIT |
| metadata | {"author":"ClawFu","version":"1.0.0","mcp-server":"@clawfu/mcp-skills"} |
Landing Page Optimizer
Optimize landing pages for maximum conversions using proven frameworks from Unbounce and Oli Gardner—apply the "one goal, one message, one action" principle with data-driven design, copy, and CTA best practices.
When to Use This Skill
Use this skill when you need to:
- Create a new landing page for a campaign
- Optimize an existing landing page that isn't converting
- Review landing page design before launch
- Improve form conversion rates on lead gen pages
- A/B test landing page elements systematically
- Audit landing pages against best practices
- Write landing page copy that converts
- Design CTAs that drive action
This skill is particularly valuable for:
- PPC marketers running paid campaigns
- Growth marketers optimizing conversion funnels
- Demand gen teams building lead capture pages
- E-commerce marketers creating product landing pages
- Agencies building client landing pages
- Founders launching new products or offers
Methodology Foundation
Sources:
- Unbounce - "101 Landing Page Optimization Tips" by Oli Gardner
- Unbounce Landing Page Best Practices
- Unbounce Conversion Benchmark Report (57+ million conversions)
Core Principle: One goal, one message, one action. Every element on your landing page should support a single conversion objective with zero distractions.
"Landing page optimization is the process of systematically improving individual elements to increase conversions. It involves making data-driven changes to design, copy, forms, and calls-to-action that guide more visitors toward taking your desired action."
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
When invoked, I will guide you through comprehensive landing page optimization:
- Define your conversion goal - Clarify the single action you want
- Audit current page - Identify conversion blockers
- Optimize above-the-fold - Headline, value prop, CTA placement
- Improve copy and messaging - Clear, benefit-focused language
- Design for conversion - Visual hierarchy and directional cues
- Optimize forms - Reduce friction, improve completion
- Build trust elements - Social proof, credibility indicators
- Plan A/B tests - Systematic improvement approach
How to Use
Provide information about your landing page or campaign:
Example prompts:
- "Review this landing page and suggest optimizations: [URL/description]"
- "Create a landing page structure for [campaign/offer]"
- "Optimize my lead gen form for better conversions"
- "Write landing page copy for [product/service]"
- "Help me A/B test my landing page CTA"
- "Audit this page against best practices"
Information that helps:
- The offer or campaign goal
- Target audience
- Traffic source (PPC, email, social, etc.)
- Current conversion rate (if known)
- Existing copy/design (screenshot or description)
- Form fields required
- Industry/vertical
Instructions
The Foundation: One Goal, One Message, One Action
Before optimizing anything, clarify:
| Question | Purpose |
|---|
| What is the ONE action you want? | Define primary conversion goal |
| What is the ONE message? | Core value proposition |
| Who is the ONE audience? | Specific visitor segment |
Everything on the page must support this singular focus.
Phase 1: Message Match
The Principle
Visitors arrive with expectations set by your ad or email. Your landing page must immediately confirm they're in the right place.
Message match checklist:
| Element | Ad/Email | Landing Page |
|---|
| Headline | Same or similar | Matches promise |
| Imagery | Consistent style | Same visual tone |
| Offer | Specific promise | Exact same offer |
| CTA | Action implied | Action delivered |
Common Message Match Failures
BAD: Ad says "50% off running shoes"
→ Landing page shows general shoe catalog
GOOD: Ad says "50% off running shoes"
→ Landing page shows running shoes with 50% off prominently displayed
For multiple ads: Use Dynamic Text Replacement to match ad copy to landing page headlines automatically.
Phase 2: Above-the-Fold Optimization
What Must Appear Above the Fold
- Headline - Clear value proposition
- Subheadline - Supporting benefit or clarification
- Hero image/video - Product in action or relevant visual
- Primary CTA - Obvious, clickable button
- Trust indicator - One proof point (optional but helpful)
Above-the-Fold Layout Template
┌─────────────────────────────────────────┐
│ [Logo] [Trust badge]│
├─────────────────────────────────────────┤
│ │
│ [HEADLINE - Main Value Proposition] │
│ │
│ [Subheadline - Supporting benefit] │
│ │
│ ┌─────────────────┐ ┌─────────────┐ │
│ │ │ │ [Hero Image │ │
│ │ [CTA BUTTON] │ │ or Video] │ │
│ │ │ │ │ │
│ └─────────────────┘ └─────────────┘ │
│ │
│ [Brief trust statement or social proof]│
└─────────────────────────────────────────┘
The Five-Second Test
Show your page to someone for 5 seconds, then hide it. Ask:
- What was the page about?
- What was the main offer?
- What were you supposed to do?
If they can't answer clearly, your above-the-fold needs work.
Phase 3: Copy Optimization
Headline Formulas
Benefit-focused:
[Get/Achieve] [Desired Outcome] [Without Common Pain Point]
Example: "Get More Qualified Leads Without Cold Calling"
Problem-agitate:
[Tired of/Struggling with] [Pain Point]? [Solution]
Example: "Tired of Landing Pages That Don't Convert? We Can Help"
Specificity:
[Specific Number] [People/Companies] [Achieved Specific Result]
Example: "12,847 Marketers Increased Conversions by 34%"
Body Copy Best Practices
| Do | Don't |
|---|
| Short paragraphs (2-3 sentences) | Walls of text |
| Bullet points for benefits | Long, dense lists |
| "You" focused language | "We" focused language |
| Specific numbers and results | Vague claims |
| Action verbs | Passive voice |
The Krug Rule
"Cut your copy in half, then throw away half of what's left."
If you can say it in fewer words, do it.
Phase 4: CTA Optimization
CTA Copy Best Practices
Be specific about what happens:
| Weak CTA | Strong CTA |
|---|
| Submit | Get My Free Ebook |
| Click Here | Start My Free Trial |
| Learn More | See Pricing Plans |
| Download | Download the Checklist |
| Sign Up | Create My Account |
Use first-person when possible:
- "Start my free trial" vs. "Start your free trial"
- "Get my copy" vs. "Get your copy"
CTA Design Checklist
Button Color
Contrast matters more than specific color. The button should be the most visually prominent element on the page.
Test colors, but prioritize:
- High contrast with background
- Different from other page elements
- Consistent with (but stands out from) brand
Phase 5: Form Optimization
The Friction Formula
More fields = More friction = Fewer conversions
Field Reduction Strategy
| Keep | Question | Remove |
|---|
| Name | Do you need first AND last? | Title, suffix |
| Email | Required for follow-up | Secondary email |
| Phone | Will you actually call? | Fax |
| Company | Essential for B2B qualification | Company size |
| Role | Helps with segmentation | Years experience |
Rule of thumb: For every field you add, ask "Will this information meaningfully improve our ability to serve this lead?"
Multi-Step Forms
For 5+ required fields, split into steps:
Step 1 (Easy):
- Name
- Email
Step 2 (Medium):
- Company
- Role
Step 3 (Sensitive):
- Budget
- Timeline
Start easy, progress to sensitive.
Form Design Best Practices
- Large, readable labels
- Single column layout (easier to scan)
- Clear error messages
- Progress indicators for multi-step
- Inline validation
- Mobile-friendly tap targets
Phase 6: Trust Building
Trust Elements to Include
| Element | Use Case | Placement |
|---|
| Testimonials | B2B, services, courses | Near CTA or mid-page |
| Customer logos | B2B, enterprise | Above fold or footer |
| Reviews/ratings | E-commerce, SaaS | Near pricing/CTA |
| Case study snippets | B2B, high-ticket | Supporting content |
| Security badges | E-commerce, forms | Near form/checkout |
| Guarantees | E-commerce, courses | Near CTA |
| Media mentions | Brand building | Footer or trust bar |
Testimonial Best Practices
Weak testimonial:
"Great product!" — J.S.
Strong testimonial:
"We increased our conversion rate by 47% in the first month. The ROI paid for the annual subscription in two weeks." — Jane Smith, Marketing Director at Acme Corp [with photo]
Include:
- Full name and title
- Company name
- Specific results
- Photo (video even better)
Trust Killers to Avoid
- Generic stock photos (especially handshakes)
- Fake urgency ("Only 3 left!" when there are unlimited)
- Unverifiable claims
- Aggressive popups
- Spelling and grammar errors
- Broken links or images
Phase 7: Visual Hierarchy and Design
Directional Cues
Guide the eye toward your CTA using:
- Arrows - Literal pointers
- Eye gaze - People in photos looking toward CTA
- Lines and shapes - Leading toward action area
- Color contrast - Making CTA pop
- White space - Framing important elements
Design Principles
| Principle | Application |
|---|
| F-pattern reading | Put key info along top and left |
| Z-pattern for images | Eye moves diagonally across |
| Contrast | Make important elements pop |
| Proximity | Group related elements |
| Alignment | Create visual order |
| Repetition | Consistent styling throughout |
Mobile Optimization
83% of landing page visits are on mobile devices.
Mobile checklist:
Phase 8: A/B Testing
Testing Hierarchy (Highest Impact First)
- Offer - What you're selling
- Headline - Main value proposition
- CTA - Copy and design
- Hero image - Visual impact
- Form length - Number of fields
- Social proof - Type and placement
- Page length - Short vs. long form
Testing Best Practices
- Test one variable at a time
- Wait for statistical significance
- Document every test and result
- Have a hypothesis before testing
- Let winners inform future tests
What to Test
| Element | Variations to Try |
|---|
| Headline | Benefit vs. problem, short vs. long |
| CTA copy | Action words, first vs. second person |
| CTA color | High contrast options |
| Form | Fields, steps, layout |
| Images | Product shots, people, illustrations |
| Social proof | Testimonials, logos, reviews |
| Page length | Short vs. long form |
Examples
Example 1: SaaS Free Trial Landing Page
Context: Project management software offering 14-day free trial
Current Issues:
- Headline talks about features, not outcomes
- CTA says "Submit"
- 8-field form with phone number required
- No social proof above fold
Optimized Structure:
ABOVE THE FOLD
━━━━━━━━━━━━━━━
Headline: "Finish Projects 40% Faster—Without the Chaos"
Subhead: "Join 12,000+ teams who've simplified project management"
[Hero: Screenshot of clean dashboard with happy metrics]
CTA: "Start My Free Trial" (no credit card required)
Trust bar: [Logo] [Logo] [Logo] "Trusted by teams at..."
BELOW THE FOLD
━━━━━━━━━━━━━━━
Section: 3 key benefits with icons
- "See every project at a glance"
- "Automate status updates"
- "Collaborate without meetings"
Section: Social proof
- Video testimonial from recognizable company
- Specific results ("Saved 10 hours/week per team member")
Section: Quick product tour (3-step animation)
Section: FAQ (3 most common objections)
STICKY CTA (on scroll):
"Start My Free Trial"
Form optimization:
- Reduced from 8 fields to 3 (name, email, company)
- Single step
- "No credit card required" near button
Example 2: Lead Gen Ebook Landing Page
Context: B2B consulting firm offering industry report download
Current Issues:
- Long copy before form
- Generic "Download" CTA
- No preview of content
- Missing author credentials
Optimized Structure:
ABOVE THE FOLD
━━━━━━━━━━━━━━━
Headline: "The 2024 State of [Industry] Report"
Subhead: "Data from 500+ companies reveals what's working (and what's not)"
[Hero: 3D mockup of report cover]
FORM (3 fields):
- Name
- Work Email
- Company
CTA: "Get My Free Report"
Trust: "Downloaded by 5,000+ executives"
BELOW THE FOLD
━━━━━━━━━━━━━━━
Section: What's inside (table of contents preview)
- "Chapter 1: The Metrics That Matter"
- "Chapter 2: Benchmarks by Company Size"
- "Chapter 3: Predictions for 2025"
Section: Author credentials
- Photo, title, notable clients
- "Based on 15 years of consulting experience"
Section: Sample data visualization from report
Section: Testimonials from previous readers
- "This report changed how we budget" — CMO, Fortune 500
BOTTOM CTA:
"Get Your Free Copy Now"
Key changes:
- Form visible above fold
- Content preview creates desire
- Author credentials build trust
- Specific, valuable CTA copy
Checklists & Templates
Pre-Launch Landing Page Checklist
MESSAGE & CONTENT
□ Single, clear conversion goal defined
□ Headline matches ad/email promise
□ Value proposition clear in 5 seconds
□ Copy is concise and benefit-focused
□ No navigation or exit links
□ All content supports conversion goal
CTA OPTIMIZATION
□ CTA visible above the fold
□ Button text is specific and action-oriented
□ High contrast button design
□ CTA repeated on long pages
□ Secondary CTA for not-ready visitors (optional)
FORM (if applicable)
□ Minimum necessary fields only
□ Privacy policy link included
□ Thank you page configured
□ Form submission tested
□ Error states are helpful
TRUST ELEMENTS
□ Social proof included (testimonials, logos, reviews)
□ Credentials/certifications displayed
□ Contact information available
□ No broken links or images
□ Spelling and grammar checked
TECHNICAL
□ Mobile responsive verified
□ Page loads in <3 seconds
□ Analytics tracking installed
□ A/B test variant created (if testing)
□ Cross-browser tested
Landing Page Brief Template
LANDING PAGE BRIEF
Campaign: ____________________
Traffic Source: ____________________
Target Audience: ____________________
CONVERSION GOAL
Primary action: ____________________
Success metric: ____________________
MESSAGING
Headline: ____________________
Subheadline: ____________________
Key benefits (3):
1. ____________________
2. ____________________
3. ____________________
OFFER
What they get: ____________________
Why it's valuable: ____________________
Urgency/scarcity: ____________________
TRUST ELEMENTS
Testimonials available: □ Yes □ No
Customer logos: □ Yes □ No
Statistics/results: ____________________
FORM FIELDS (if applicable)
Required:
□ ____________________
□ ____________________
Optional:
□ ____________________
DESIGN NOTES
Hero image: ____________________
Brand colors: ____________________
Mobile considerations: ____________________
A/B Test Planning Template
A/B TEST PLAN
Test Name: ____________________
Start Date: ____________________
Traffic Required: ____________________
HYPOTHESIS
"If we change [element] from [A] to [B],
then [metric] will [increase/decrease]
because [reason]."
VARIANTS
Control (A): ____________________
Variation (B): ____________________
SUCCESS METRIC
Primary: ____________________
Secondary: ____________________
MINIMUM SAMPLE SIZE: ____________________
EXPECTED DURATION: ____________________
RESULTS
Winner: ____________________
Lift: ____________________
Confidence: ____________________
LEARNINGS
____________________
____________________
NEXT TEST
____________________
Skill Boundaries
What This Skill Does Well
- Structuring audio production workflows
- Providing technical guidance
- Creating quality checklists
- Suggesting creative approaches
What This Skill Cannot Do
- Replace audio engineering expertise
- Make subjective creative decisions
- Access or edit audio files directly
- Guarantee commercial success
References
Primary Sources:
- Unbounce. "101 Landing Page Optimization Tips." By Oli Gardner & Garrett Hughes.
- Unbounce. "Landing Page Best Practices."
- Unbounce Conversion Benchmark Report
Additional Resources:
- Krug, Steve. "Don't Make Me Think."
- Godin, Seth. "Permission Marketing."
- CXL Institute landing page courses
Related Skills
- copy-frameworks - AIDA, PAS, and other persuasion structures
- cta-writing - Crafting effective calls-to-action
- headline-formulas - Proven headline templates
- persuasion-cialdini - Psychology of influence
- conversion-copywriting - Copy that converts
- grand-slam-offers - Creating irresistible offers
- sales-letter-writer - Long-form persuasive copy
