landing-page-copy

name

landing-page-copy

description

Write high-converting short-form landing page copy — bridge pages, pre-sell pages, and landers that sit between ads and VSLs/offers. Use this skill whenever the user asks to write, rewrite, or brainstorm landing page copy, lander copy, bridge page copy, pre-sell page copy, or any short-form page designed to drive clicks through to a VSL, video, or offer. Also trigger for 'write me a landing page', 'lander for my offer', 'bridge page copy', or any task involving creating a short page that warms traffic and drives clickthrough. Does NOT handle long-form sales pages, VSLs, or advertorials — use separate skills/approaches for those.

Created by Rob Palmer — direct-response copywriter ($523M+ tracked). Source & updates: https://github.com/robpalmer99/claude-code-copywriting-skills Free under CC-BY-4.0. Attribution requested when redistributed.

Landing Page Copy Skill

This skill writes high-converting short-form landing page copy — bridge pages and pre-sell pages that sit between ads and VSLs/offers. It draws on proven direct response frameworks from Schwartz, Makepeace, Georgi, Wiebe, Rogers, and others.

The landing page has ONE job: get the visitor excited enough to click through and watch the video / see the offer.

This page does NOT sell the product. It does NOT mention a product is for sale. It builds curiosity, establishes authority, provides social proof, and makes clicking the CTA feel like the only logical next step.

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Step 1: Understand the Page

What This Page IS

A short-form bridge page (300-800 words) that sits between the ad and the VSL/video/offer. The visitor has already clicked an ad. They're curious but not committed.

What This Page is NOT

• NOT a sales page (no price, no offer stack, no checkout)
• NOT an advertorial (no long-form editorial content)
• NOT a squeeze page (no email capture)
• NOT a product page (no product details)

The Visitor's Mental State

They just clicked an ad. They're thinking:

• "Is this legit?"
• "Is this going to be worth my time?"
• "What's this about?"

Your job: answer the first two with YES while keeping the third one open enough that they MUST click to find out.

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Step 2: Classify the Brief

Before writing, determine:

Market/Niche — Health, wealth, relationships, self-improvement? The language and proof types change.

Awareness Level (Schwartz) — Where is the visitor on the awareness spectrum?

Level	What They Know	Landing Page Approach
Unaware	Don't know they have a problem	Lead with identity/emotion, longer education
Problem-Aware	Know the problem, not the solution	Name the pain, introduce novel mechanism
Solution-Aware	Know solutions exist, not yours	Differentiate your mechanism from what they've tried
Product-Aware	Know your product	Short, social proof heavy, direct CTA

Most bridge pages target problem-aware visitors from cold traffic ads.

What's the destination? — VSL, video presentation, quiz, long-form page? The CTA must match.

What's the mechanism? — The unique method, discovery, or approach being teased. This is the backbone of the entire page.

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Step 3: Write Using the Three-Paragraph Framework

Every winning bridge page consists of three core elements. You can expand each into 2-3 short paragraphs, but the concepts are always these three, in this order:

Paragraph 1: The Discovery (Authority + Root Cause)

Purpose: Establish credibility and introduce a novel mechanism or root cause.

Pattern: An expert authority figure has discovered/revealed something new about the problem.

Elements:

• Named authority figure (doctor, scientist, researcher) OR credible institution (Harvard, MIT, Mayo Clinic)
• A specific, novel root cause or discovery related to the problem
• Visceral, vivid language that makes the discovery feel real and urgent
• A named mechanism that sounds proprietary and specific

Examples from winning landers:

"Researchers at Harvard have detected a toxic blanket that forms around the pancreas of diabetes sufferers — made of clingy zombie cells that block insulin production."

"Top scientist reveals: a simple 7-second 'glucose flush' helps manage high blood sugar — and it has nothing to do with diet, exercise, or medication."

"Nobel Prize-winning doctor reveals a breakthrough method to achieve perfect 20/20 vision — eliminating the need for surgery, medication, or injections."

"Leading eye scientists and doctors in Italy have changed the way we treat eye problems forever."

What makes it work: Authority + specificity + novelty. The reader thinks: "This sounds credible AND different from everything I've tried."

Authority patterns that work:

• "Top Doctor/Scientist/Specialist"
• "Researchers at [University] discovered..."
• "Nobel Prize-winning..."
• "Genius researcher Dr. [Name]..."
• Named expert with geographic specificity

Paragraph 2: Social Proof (Results + Benefits)

Purpose: Show that real people are already getting results with this method.

Pattern: Thousands of people are already using this and experiencing specific benefits.

Elements:

• Specific number of people (not "thousands" — use "257,000" or "over 110,000")
• Tangible, specific results they're experiencing
• Pain points being resolved
• Optional: a named testimonial with geographic specificity

Examples from winning landers:

"Over 257,000 individuals are already reaping the benefits of this straightforward morning habit — and the test results are simply amazing."

"This innovative approach has already helped more than 316,000 individuals to do away with their glasses and enjoy crystal-clear vision."

"Tasha Bailey from Birmingham, England was told there was no cure — increased risk of heart attack, stroke and blindness. After 7 weeks, she's diabetes-free. 'All my blood test levels are within the normal range.'"

"Subjects report feeling 10 years younger in just 7 weeks of the 100% natural treatment."

What makes it work: Specific numbers create believability. Named testimonials with locations feel real. The reader thinks: "If it's working for this many people, maybe it'll work for me."

Social Proof Hierarchy (strongest to weakest):

1. Named testimonial with photo, specific results, and location
2. Verified review screenshots
3. Case study with specific numbers and timelines
4. Expert endorsement
5. Media mentions / "As Featured In"
6. User count / aggregate stats
7. Anonymous testimonial

Always use the strongest proof available. Match proof to the reader's primary objection.

Paragraph 3: Call to Action (Urgency + Direction)

Purpose: Make clicking the button feel like the only logical next step.

Pattern: If you have this problem, you MUST watch this video right now.

Elements:

• Direct address ("If you or anyone you care about...")
• Problem restatement (connects back to their pain)
• Urgency language ("right now," "before it's taken down")
• Clear, specific action ("watch this video," "click the button below")
• Benefit-forward CTA button text ("Watch The Free Video" not "Click Here")

Examples from winning landers:

"If you or anyone you care about is suffering from high blood sugar problems, you MUST watch this 3-minute video revealing these blood sugar secrets."

"If you're looking to completely change your health, then you must click the button below and watch this video right now to discover this powerful new blood sugar solution."

"Hurry, this life-changing revelation is so effective and contentious that it may disappear from the web soon. Don't miss out — click the WATCH VIDEO NOW button for the astonishing details!"

What makes it work: Emotional urgency + clear direction + low-friction action. They're not being asked to buy — just to watch.

Urgency without selling (since we're not selling a product, urgency comes from the information itself):

• "This video may be taken down" (industry suppression angle)
• "You must watch this right now" (implied time sensitivity)
• "Before the [industry] gets this removed" (suppression angle)
• Time-limited framing: "watch this 3-minute video"

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Advanced Techniques

Message Match (Ad → Landing Page)

The landing page MUST feel like a continuation of the ad, not a new experience. If the ad said "7-second morning trick," the landing page must reference the "7-second morning trick." Same language, same mechanism, same authority figure. Any disconnect and they bounce.

The Unique Mechanism

The mechanism is what makes this solution different from everything else. On bridge pages, you tease the mechanism without fully explaining it.

Formula: [Proprietary Name] + [Simple Explanation] + [Why It's Different]

Strong mechanisms are:

• Credible: Backed by authority (university research, named doctor)
• Exotic/rare: Hard to find, newly discovered
• Small and specific: "7-second trick" beats "20-minute routine"
• Simple and fast: Low perceived effort
• Named: "The Leptin Reset Protocol," "The Glucose Flush Method," "The Cortisol Switch"

The test: If you can swap your mechanism name for a competitor's and the page still works, your mechanism isn't unique enough.

The Mechanism Tease

Never fully reveal the mechanism. Give enough to create credibility but keep the resolution behind the CTA:

• Tell them what it IS (a plant, a method, a technique)
• Tell them what it's NOT ("It has nothing to do with diet, exercise, or medication")
• Give specific hints ("It's 150 million years old" / "It's smaller than a nickel")
• Let them close the loop only by clicking through

The "Nothing To Do With" Pattern

Eliminate their existing mental models so the mechanism feels genuinely new:

"This has nothing to do with: A) Genetics B) Diet C) Exercise D) Medication"

Each eliminated option removes an objection AND increases curiosity about what it actually IS.

Visceral Language

Make the problem FELT, not just understood:

• "Toxic blanket" not "cellular buildup"
• "Clingy zombie cells" not "dead cells"
• "Complete shutdown of insulin production" not "reduced insulin"
• "Attacks your body" not "affects your body"
• Use sensory words: slimy, clingy, burning, stabbing, crushing

Intrigue Intensifiers

Tell them what it's NOT:

"It's not a diet... not a supplement... not exercise... not willpower..."

Tell them where it's NOT:

"You can't find it in any store, any pharmacy, any website..."

Drop specific hints:

"It's 150 million years old" "It's smaller than a nickel" "Harvard announced it only last week" "It grows only above 12,000 feet in the Andes"

Authority anchors:

"Experts call it..." "A study from [institution] proved..." "Over 100 medical reports now show..."

The 60-Second Sales Hook (Kevin Rogers)

For pages that lead with a personal story, use this four-part formula:

Identity → Struggle → Discovery → Result

"Hi, I'm [name]. I'm a [age/title] from [place]. For years I struggled with [specific problem]. Then I discovered [mechanism]. Now I [specific result] and [positive life change]."

This creates instant rapport through vulnerability and specificity.

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Headline Formulas for Landing Pages

The headline sits above the body copy. It must stop them and set up the three paragraphs.

Authority + Mechanism + Benefit:

"Top Doctor: Do This To Normalize Blood Sugar & Fight Type 2 Diabetes"

Percentage + Discovery:

"97% Of People Don't Know About This A1C Blood Sugar Hack — It's Genius"

Mechanism + Timeframe:

"Simple 7-Second 'Glucose Flush' Helps Manage High Blood Sugar"

Question Format:

"Can This Enzyme Restore Perfect Blood Sugar Levels?"

Urgency + Benefit:

"10-Second 'Cold Water Trick' Balances Blood Sugar Overnight"

Story Hook:

"How This 10-Second Method Backed My Wife's Vision By 99% (Do It Tonight!)"

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Formatting Rules

Desktop

• Large paragraph spacing — never a wall of text
• Bold/highlight key phrases (benefits, discoveries, CTAs)
• Short paragraphs (2-3 sentences max)
• Ample line height for scanability
• Strategic color emphasis on key claims and CTA

Mobile (Primary Context — 75%+ of traffic)

• Large font size for thumb reading
• Even shorter paragraphs than desktop — merge and condense
• Thumb-friendly CTA buttons (tall, wide, high contrast)
• Every word earns its place — cut ruthlessly
• If it looks like a wall of text on mobile, split or cut

CTA Button

• Benefit-oriented text: "Watch The Free Video" / "Click Here To Watch The Video"
• High contrast color (blue, green, or red — test)
• Large, tappable, impossible to miss
• Positioned immediately after the final paragraph
• Test: "Watch Now" vs "Click Here To Watch The Video" vs "WATCH VIDEO NOW >>"

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Creating Variations (The Super Affiliate Method)

Source Material

The fastest way to create bridge page copy: extract from the offer's existing email swipes and affiliate resources.

1. Find the offer's affiliate resources page — most vendors provide email swipes
2. Extract: the discovery, the mechanism, the authority figure, the social proof, the pain points
3. Organize into the three-paragraph framework
4. Create 2-3 variations using different angles from the same source material
5. Test which angle performs best

Output Format

Always provide 2-3 landing page variations testing different angles:

## Variation 1: [Angle Name — e.g., "Authority Discovery"]

### Headline
[The page headline — authority + mechanism + benefit]

### Body
[Paragraph 1: Discovery/Authority]

[Paragraph 2: Social Proof/Results]

[Paragraph 3: CTA/Urgency]

### CTA Button Text
[Button text]

Variation angles to test:

• Authority Discovery — Lead with the researcher/institution
• Social Proof First — Lead with the massive number of people getting results
• Story/Testimonial — Lead with a named person's transformation
• Mechanism Mystery — Lead with "nothing to do with" elimination pattern
• Problem Visceral — Lead with vivid description of the root cause

Label each variation so the user can A/B test effectively.

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Voice & Anti-Patterns

Must Sound Like

• A friend urgently sharing something they just discovered
• A news report about a breakthrough
• Someone genuinely excited about results they've seen
• Natural, conversational, slightly breathless with excitement

Must NOT Sound Like

• A sales pitch (no mention of buying, price, or products)
• An AI wrote it (no "delve," "comprehensive," "cutting-edge," "leverage," "game-changer")
• A medical textbook (visceral and vivid, not clinical)
• Generic marketing ("Are you ready to transform your life?")
• Over-produced copy ("In today's fast-paced world...")

Words to Ban

AI tells: delve, dive into, comprehensive, robust, cutting-edge, utilize, leverage, crucial, vital, essential, unlock, unleash, supercharge, game-changer, revolutionary (when generic), landscape, navigate, streamline

Marketing cliches: "Are you ready to," "take your X to the next level," "in today's fast-paced world," "let's dive in," "you won't believe"

Wimpy hedging: can, could, should, might, may, ought to — use definitive language

Power Words (Use Liberally)

Discover, Revealed, Shocking, Amazing, Breakthrough, Secret, New, Simple, Easy, Powerful, Natural, Proven, Instantly, Now, Free, Truth, Hidden, Urgent, Warning, Finally

Readability

Aim for Flesch-Kincaid Grade 6 or lower. Short sentences. Simple words. If a 12-year-old wouldn't understand it, simplify.

The Test

Read it aloud. Does it sound like someone excitedly telling a friend about something they just found out? If it sounds like "copy," rewrite it.

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Classic Principles (Reference)

These foundational direct response principles inform all good landing page copy:

Eugene Schwartz (Awareness Levels) — Match your copy to the reader's awareness level. Problem-aware visitors need the pain named and a mechanism teased. Solution-aware visitors need differentiation. The less aware, the longer and more indirect your copy.

Eugene Schwartz (Market Sophistication) — Most markets are at Stage 3-4, meaning simple claims are exhausted. You MUST introduce a unique mechanism to stand out. "Lose weight" is dead. "Flush the toxic blanket blocking your insulin" is alive.

David Ogilvy — 5x as many people read the headline as the body. Write the way you talk. Tell the truth, but make the truth fascinating.

Gary Halbert — Find a starving crowd first. Write to one person. Tell stories, not pitches.

Clayton Makepeace (The Tingle Factor) — Feel your way through copy. Every line should intensify the urge to click. When the tingle drops, rewrite. Ban wimpy hedging words. Use power words.

Joanna Wiebe (Conversion Copywriting) — "Copy is not written — it's assembled" from customer language. Use their exact words for the problem. The best headlines come from customer reviews and survey responses.

Robert Collier — Enter the conversation already taking place in the customer's mind. Your landing page must match the mental state they're in when they arrive from the ad.

Joseph Sugarman (The Slippery Slide) — Every element has one job: get them to read the next element. On a bridge page, every line pulls them toward the CTA.