| name | landing-page-copy |
| description | Landing page copywriting strategy — conversion copy frameworks, hero headline patterns, value proposition formulas, CTA copy, social proof placement, objection handling in copy, and A/B testing copy at scale. Based on Joanna Wiebe (Copyhackers), Oli Gardner (Unbounce), CXL (Peep Laja), and Harry Dry (Marketing Examples). Use when writing or optimizing landing page copy, designing hero sections, crafting CTAs, or running copy A/B tests. Triggers on: "landing page copy", "hero copy", "CTA copywriting", "conversion copy", "sales page copy". |
| license | MIT |
| compatibility | Claude Code, Jesse, Codex, Hermes, Windsurf, OpenCode, Gemini CLI, Copilot, Zed, VS Code, Goose |
| metadata | {"version":"1.0.0","author":"LeadMagic","category":"creative","tags":["landing-page","copywriting","conversion","hero-copy","cta","social-proof","a-b-testing"],"related_skills":["copywriting","landing-pages","v0-lander","vibe-marketing","a-b-testing","design-system-gtm","ui-ux-gtm"],"frameworks":["Joanna Wiebe (Copyhackers) — Conversion copywriting, 'Start with the problem, not the product'","Oli Gardner (Unbounce) — Attention-driven design, conversion-centered design","Peep Laja (CXL/Wynter) — Data-driven copy, message testing","Harry Dry (Marketing Examples) — Show, don't tell. Visual proof over claims.","Claude Hopkins — Scientific Advertising (1923). 'The only purpose of advertising is to make sales.'","Eugene Schwartz — Breakthrough Advertising. 'Copy cannot create desire. It can only channel it.'","Nielsen Norman Group — How Users Read on the Web (F-shaped pattern)"]} |
Landing Page Copy
Overview
Landing page copy is not literature. It is salesmanship in text. Every word
either moves the visitor toward conversion or gives them a reason to leave.
The mistake: writing copy that sounds clever instead of copy that closes.
"Revolutionary AI-powered workflow optimization" sounds smart to the writer.
It means nothing to a visitor who wants to know "will this save me 10 hours
a week?" This skill covers conversion copy frameworks, section-by-section
patterns, and testing methodology — built on the shoulders of Joanna Wiebe,
Oli Gardner, Harry Dry, and the direct response legends.
When to Use
Trigger phrases: "landing page copy", "hero copywriting", "CTA optimization",
"conversion copy", "sales page copy", "write landing page", "optimize hero
section", "A/B test landing page copy", "messaging for landing page",
"headline formulas", "value proposition copy"
Authoritative Foundations
Joanna Wiebe — Copyhackers
"The first rule of conversion copy: start with the problem, not the product.
Nobody cares about your product. They care about their problem. Show them you
understand their problem better than they do — then show the solution."
Wiebe's 3-step persuasion:
- I know what you're going through (empathy with the problem)
- Here's what's possible instead (the promised land)
- Here's how to get there (your product)
Oli Gardner — Unbounce
"The 5-second rule: within 5 seconds of landing on your page, a visitor should
be able to answer: What is this? What's in it for me? What do I do next?"
Gardner's attention ratio: Every page should have exactly ONE conversion
goal. If there are 10 links on the page and 1 CTA, the attention ratio is 10:1.
Reduce links, increase conversions.
Harry Dry — Marketing Examples
"Don't tell me your product is fast. Show me a screenshot of the load time.
Don't tell me customers love you. Show me the exact quote. Don't tell me you
grew fast. Show me the revenue chart. Show, don't tell — always."
Eugene Schwartz — Breakthrough Advertising (1966)
"There are two kinds of copy: copy that creates desire, and copy that channels
existing desire. The latter is far easier and far more profitable. Find the
desire. Channel it. Don't try to create it."
The Landing Page Copy Architecture
Section 1: Hero (Above the Fold)
The most valuable real estate on your entire website. 80%+ of visitors
never scroll past the hero. You have 3-5 seconds before they leave.
Headline formula — 5 patterns that work:
