| name | landing-page-copy |
| description | Writes conversion-focused landing page copy with hero, benefits, social proof, and CTA sections. Use when building a landing page for a product, service, or lead magnet. |
| allowed-tools | Read Write Glob |
| metadata | {"author":"matthewhitcham","version":"1.0"} |
Landing Page Copy
When to Use This Skill
Use this skill when you need to:
- Write copy for a product or service landing page
- Create a lead magnet opt-in page with compelling copy
- Produce a sales page for a digital product, course, or offer
- Build a webinar or event registration page
DO NOT use this skill for full website copy (multiple pages), blog posts, or email sequences. This is for a single landing page.
Core Principle
A LANDING PAGE HAS ONE GOAL AND ONE CTA — EVERY WORD EITHER MOVES THE VISITOR TOWARD THAT ACTION OR SHOULD BE CUT.
Phase 1: Brief
Required Inputs
| Input | What to Ask | Default |
|---|
| Offer | "What are you offering? Product, service, lead magnet, event?" | No default — must be provided |
| Target visitor | "Who is landing on this page? Where are they coming from?" | No default — must be provided |
| Primary CTA | "What is the ONE action you want visitors to take?" | No default — must be provided |
| Price / cost | "What does it cost (money, email, time)?" | Free (email opt-in) |
| Key benefits | "What are the top 3 benefits for the buyer?" | Will extract from offer description |
| Social proof | "Do you have testimonials, numbers, or logos to include?" | None — will write placeholder sections |
| Objections | "What are the top 3 reasons someone would NOT buy/sign up?" | Will identify common objections |
| Urgency | "Is there a deadline, limited supply, or expiring bonus?" | None |
GATE: Confirm brief before writing.
Phase 2: Outline
Landing Page Architecture
1. Hero Section — headline, subheadline, CTA, hero image direction
2. Problem Section — pain points the visitor is experiencing
3. Solution Section — what you offer and how it solves the problem
4. Benefits Section — 3-5 key benefits (outcomes, not features)
5. Social Proof — testimonials, numbers, logos, case studies
6. How It Works — 3-step process (simplify the path to value)
7. Objection Handling — FAQ or objection-busting section
8. Final CTA — urgency element + primary CTA repeated
9. Guarantee — risk reversal statement
GATE: Approve structure before writing.
Phase 3: Write
Hero Section
## Hero Section
**Headline:** [10 words or fewer — states the primary benefit or transformation]
**Subheadline:** [1-2 sentences — expands on the headline with specifics]
**CTA Button:** [Action-oriented text: "Get [Offer] Now" / "Start [Benefit] Today"]
**Hero Image Direction:** [What the image should show]
Headline formulas:
- "[Achieve Result] Without [Common Obstacle]"
- "The [Adjective] Way to [Desired Outcome]"
- "Stop [Pain]. Start [Gain]."
- "[Specific Result] in [Timeframe]"
Problem Section
## Does This Sound Familiar?
- [Pain point 1 — written in the visitor's own words]
- [Pain point 2]
- [Pain point 3]
[Agitate: 1-2 sentences on what happens if they do nothing]
Benefits Section
## What You Get
**[Benefit 1 headline]**
[2 sentences — outcome the buyer experiences, not a feature description]
**[Benefit 2 headline]**
[2 sentences]
**[Benefit 3 headline]**
[2 sentences]
Rule: every benefit must answer "So what?" from the visitor's perspective.
Social Proof Section
## What [Customers/Users/Members] Are Saying
> "[Specific testimonial with a measurable result]"
> — [Name], [Title/Business]
> "[Another testimonial]"
> — [Name], [Title/Business]
**[Number] [customers/downloads/users] and counting.**
How It Works
## How It Works
**Step 1: [Action]** — [One sentence explanation]
**Step 2: [Action]** — [One sentence]
**Step 3: [Action]** — [One sentence]
Always simplify to 3 steps, even if the actual process has more.
Objection Handling / FAQ
## Frequently Asked Questions
**[Objection framed as a question]**
[Direct answer that removes the concern]
**[Objection 2]**
[Answer]
Final CTA + Guarantee
## [Urgency headline if applicable]
[1-2 sentences restating the key benefit]
[CTA BUTTON: Same text as hero CTA]
**[Guarantee]:** [Money-back period, no-risk language, or satisfaction promise]
Writing Rules
| Rule | Detail |
|---|
| One CTA | Every button on the page drives the same action |
| Benefits over features | "Save 5 hours a week" not "Automated workflow engine" |
| Short paragraphs | 1-3 sentences per section |
| Scannable | Bold key phrases, use bullet points, clear section headers |
| Specificity wins | "$47 one-time" beats "affordable pricing" |
| CTA appears 3x | Hero, mid-page, and final section |
Phase 4: Polish
1. Conversion Checklist
## Landing Page Checklist
- [ ] Headline communicates the primary benefit in under 10 words
- [ ] Subheadline adds specificity or addresses the target audience
- [ ] CTA button text uses an active verb (not "Submit" or "Learn More")
- [ ] CTA appears at least 3 times on the page
- [ ] Benefits are outcomes, not features
- [ ] Social proof includes specific results (not just "Great product!")
- [ ] "How it works" is simplified to 3 steps
- [ ] Top 3 objections are addressed in the FAQ
- [ ] Guarantee or risk-reversal is included
- [ ] Page has one goal and one CTA (no competing links or actions)
- [ ] Copy reads well on mobile (short blocks, no wide elements)
2. Headline Variants
Provide 3-5 headline alternatives for A/B testing.
3. Design Notes
Include layout suggestions, image direction, and color/contrast notes for CTA buttons.
Example: Landing Page for a Freelance Proposal Template
Hero: "Win More Clients With Proposals That Close"
Subheadline: "The exact proposal template that helped 500+ freelancers close $2M+ in projects. Download it free."
CTA: "Get the Free Template"
Problem: "You spend hours writing proposals that go nowhere..."
Benefits: Close 3x more projects / Write proposals in 15 minutes / Look more professional than 90% of freelancers
Social proof: "I closed a $12K project using this template the week I got it." — Jason R.
How it works: 1. Download the template 2. Fill in your details 3. Send and close
Guarantee: "100% free. No credit card. Unsubscribe anytime."
Anti-Patterns
- Multiple CTAs — "Buy now, subscribe, follow us, read the blog" splits attention. One page, one action.
- Feature dumping — listing every feature without translating to benefits. Always answer "What does this mean for me?"
- Weak headlines — "Welcome to Our Product" wastes the most important real estate on the page. Lead with the benefit.
- No social proof — unproven claims are ignored. Even one testimonial is better than none.
- Vague guarantees — "Satisfaction guaranteed" is meaningless. "30-day money-back, no questions asked" is specific.
- CTA only at the bottom — visitors ready to convert after the hero section should not have to scroll to find the button.
Recovery
- No testimonials: Use placeholder text and ask the user to collect 3 testimonials. In the meantime, use metrics ("500+ downloads") or credibility markers ("Featured in...").
- Offer is hard to explain: Force a one-sentence summary. If it takes more than one sentence, the offer needs simplification.
- No urgency element: Create one — early-bird pricing, limited bonus, or seasonal framing. If impossible, lean harder on the benefit.
- Page is too long: Cut the weakest section. Most landing pages perform best at 500-1,500 words.
- User wants multiple CTAs: Push back firmly. One CTA. Period. If they have multiple offers, they need multiple landing pages.
