landing-page-copywriter

name	landing-page-copywriter
description	Writes complete landing page copy from headline to final CTA by spawning 5 parallel section agents, then assembles the strongest page. Use when your positioning is clear and you need build-ready homepage copy. Produces landing-page-copy.md.
phase	launch
version	2.0.0

Landing Page Copywriter

Quick Start

Human-First Response

Default: answer in chat first with Verdict, Do this now, and Details saved. Keep chat under 150 words unless asked; do not paste the full artifact. Write/update the requested .md file as the durable record for agents.

Say: "Write my landing page copy" or "Help me write my homepage"

Share your positioning doc or describe your product. Output: landing-page-copy.md — every section of your landing page written, section by section, ready to implement.

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What You'll Get

A landing-page-copy.md with every section written: hero (headline + subheadline + CTA), problem section, solution + benefits section (3 key benefits), social proof + objection handling, and pricing teaser + final CTA. Each section includes copy and a note on what visual to use alongside it.

Example output excerpt: Hero: Headline: "Less back-and-forth. More therapy." Subheadline: "Give your clients a booking link. They pick a time. It's confirmed. No emails, no phone tags, no missed appointments." CTA Button: "Get your booking link free" (not "Sign up" — too generic) Visual: Short screen recording showing a client booking a session in under 30 seconds

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The Expert Judgment Embedded

This skill applies the PAS Framework (Problem → Agitation → Solution) combined with Conversion Copywriting principles from Joanna Wiebe (Copyhackers). The single biggest landing page mistake is leading with the product and its features. Users don't care about your product — they care about their problem. A great landing page spends more time on the problem than the solution, because resonance with the problem is what makes the solution feel necessary.

The second biggest mistake: a CTA that says "Sign up" or "Get started." These communicate effort. The CTA should communicate value ("Get your free booking link") or outcome ("Start saving 3 hours a week").

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Step 1: Context Gathering (Orchestrator)

Before spawning agents, read the source material:

Auto-read from project files:

• positioning.md — REQUIRED. The one-liner, tagline, elevator pitch, and objections are the foundation for every section. If this file does not exist, abort and tell the founder to run positioning-writer first.
• customer-profile.md — optional. The painful moment, the workaround, the fear. If missing, the agent asks the founder to describe their customer directly.
• mvp-brief.md — optional. The 3 core features, the success signal. If missing, the agent asks the founder to list their top 3 features.

Pass all gathered context to all 5 agents.

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Step 2: Parallel Section Writing (5 Agents Simultaneously)

Spawn these 5 agents simultaneously:

Agent 1 — Hero Writer Context: Positioning one-liner + tagline + customer's painful moment + product description Task: Write the hero section. Produce:

• Headline: States the transformation (before → after) or the unique value in 10 words or less. Never the product name.
• Subheadline: The 2-sentence explanation of how. Can be more descriptive than the headline.
• CTA: Value-framed button text (not "Sign up" — communicate outcome or value)
• Visual guidance: What should appear next to/behind the headline Returns: Hero section (headline + subheadline + CTA + visual note)

Agent 2 — Problem Section Writer Context: Customer profile + painful moment + workaround + customer's own language Task: Write the problem/agitation section using PAS framework. Produce:

• Name the frustrating situation in the customer's language — the words they would use, not the founder's
• Make them feel seen. The goal: "This is exactly my problem."
• 2-3 short paragraphs or a bulleted list of specific pain points
• Agitation: make the cost of the status quo concrete (time lost, money wasted, stress created) Returns: Problem section (2-3 paragraphs + pain points)

Agent 3 — Solution + Benefits Writer Context: MVP features + positioning elevator pitch + customer's desired outcome Task: Write the solution section — not a feature list, but a description of life after using the product. Produce:

• 3 benefit blocks: each has a benefit headline (outcome-framed) + 2-sentence description
• Benefit ≠ Feature: "Shareable booking link" is a feature. "Clients book themselves — no back-and-forth" is a benefit.
• Optional "How It Works" sub-section: 3-step process, simple enough that a skeptic believes it
• Each step: icon/number + short headline + one sentence Returns: Solution section (3 benefit blocks + optional how-it-works steps)

Agent 4 — Social Proof + Objection Handler Context: Positioning objections + customer fears + product stage Task: Write social proof and objection-handling sections. Produce:

• Social proof: 2-3 testimonial formats (short pull quote, detailed story quote, or results stat). If no testimonials exist yet: write placeholder copy and note what to replace it with.
• Logos of recognizable users or press mentions (if any)
• FAQ/objection section: 4-6 questions that address the real objections from positioning.md
• Questions written in the user's voice ("What if my clients don't want to use another tool?") Returns: Social proof section + objection-handling FAQ

Agent 5 — Pricing Teaser + Final CTA Context: Pricing info (if available) + positioning one-liner + CTA from Agent 1 (or independent CTA) Task: Write the pricing teaser and closing CTA section. Produce:

• Pricing teaser: If free tier or trial exists, mention it prominently. If paid-only, one line on pricing with link to pricing page. If pricing is undecided, write a "launching soon" teaser.
• Final CTA: Repeat the primary CTA with slightly different framing than the hero
• Risk-reduction line: "No credit card required." / "Cancel anytime." / "Setup in 5 minutes."
• Urgency or scarcity line if appropriate (early access, limited beta, founding member pricing) Returns: Pricing teaser section + final CTA block

Wait for all 5 agents. The orchestrator assembles.

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Step 3: Assembly (Orchestrator Only)

The orchestrator assembles the five agent outputs in section order into a single document. The sequencing principle: Hero → Problem → Solution → Social Proof → Pricing/CTA follows the PAS framework — hook them, agitate the problem, present the solution, prove it works, ask for the action.

Write landing-page-copy.md:

# Landing Page Copy — [Product Name] — [YYYY-MM-DD]

## Hero
**Headline:** [Agent 1 output]
**Subheadline:** [Agent 1 output]
**CTA:** [Agent 1 output]
**Visual:** [Agent 1 output]

## Problem
[Agent 2 output — pain points, agitation, cost of status quo]

## Solution + Benefits
[Agent 3 output — 3 benefit blocks + optional how-it-works]

### Benefit 1 — [Outcome Headline]
[2-sentence description]

### Benefit 2 — [Outcome Headline]
[2-sentence description]

### Benefit 3 — [Outcome Headline]
[2-sentence description]

### How It Works
1. [Step] — [one sentence]
2. [Step] — [one sentence]
3. [Step] — [one sentence]

## Social Proof
[Agent 4 output — testimonials or placeholders]

## Objection Handling (FAQ)
[Agent 4 output — 4-6 Q&A pairs]

## Pricing
[Agent 5 output — pricing teaser]

## Final CTA
[Agent 5 output — CTA + risk reduction line]

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Sequential Fallback (Codex / OpenCode)

If your agent doesn't support parallel subagents, write each section one at a time:

1. Read context files (positioning.md required, customer-profile.md and mvp-brief.md optional)
2. Write Hero section (headline, subheadline, CTA, visual note)
3. Write Problem section (pain points, agitation)
4. Write Solution + Benefits section (3 benefit blocks, how-it-works)
5. Write Social Proof + Objection Handling section (testimonials, FAQ)
6. Write Pricing Teaser + Final CTA section
7. Assemble into landing-page-copy.md

Same output. ~5x longer since each section is written sequentially.

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Worked Example

Founder: Yoga instructor booking tool. Has positioning doc and customer profile.

Step 1 — Context gathered: positioning.md found (one-liner: "Booking software for yoga instructors"), customer-profile.md found (painful moment: spending 3-5 hours/week on scheduling logistics). mvp-brief.md found (3 features: shareable booking link, calendar sync, payment collection).

Step 2 — 5 agents spawn simultaneously.

Agent 1 (Hero) returns:

Headline: "Your students book themselves. You just teach." Subheadline: Share one link. Students pick their class and time. You get notified. No DMs, no "is Tuesday still open?", no double-bookings. CTA: "Get your free booking link" Visual: 15-second screen recording — instructor shares a link in WhatsApp; client taps it, picks a time, sees confirmation.

Agent 2 (Problem) returns:

Running classes is the good part. Everything around it — confirming who's coming, chasing people who dropped out, remembering who paid — that's the part nobody warned you about. If you teach 8-10 classes a week, you're spending 3-5 hours on logistics. That's a full extra workday. Every week. The solution isn't hiring an assistant. It's removing the coordination entirely.

Agent 3 (Solution + Benefits) returns:

Benefit 1 — "One link does all the work" Share your booking page anywhere — Instagram bio, WhatsApp, email signature. Students see your schedule, pick a class, and they're confirmed. You don't touch it.

Benefit 2 — "Your calendar stays honest" Two-way sync with Google Calendar and iCal. When you block personal time, it disappears from your booking page. No more double-bookings.

Benefit 3 — "Get paid before class starts" Students pay when they book. No more awkward cash exchanges. No more chasing payments after class.

How It Works: (1) Create your booking page — 5 minutes. (2) Share the link anywhere. (3) Students book and pay — you just show up and teach.

Agent 4 (Social Proof + Objections) returns:

Testimonial placeholder: [Replace with real quote from first 5 users — ask: "What changed about your week after you started using this?"]

Objection FAQ: Q: My students are older — will they actually use this? A: The booking page works like any website and requires no account or app download. Students just tap a time and enter their name. If they can book a restaurant on OpenTable, they can book your class.

Q: What if I need to cancel a class? A: Cancel in one tap. Every booked student gets notified automatically. No individual messages needed.

Agent 5 (Pricing + Final CTA) returns:

Pricing: Free for your first 20 bookings/month. No credit card required to start.

Final CTA: "Start your free booking page" — You're fully set up in under 5 minutes. No credit card. No contracts. Just fewer DMs.

Step 3 — Orchestrator assembles all 5 sections into landing-page-copy.md in order.

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Related Skills

• Use positioning-writer before this — the positioning doc is required input and feeds directly into every section
• Use design-direction-setter (Design phase) — the design brief ensures the page matches your product's visual tone
• Use pricing-model-framer before this — pricing decisions feed into Agent 5's pricing teaser
• Use launch-plan-builder after this — the landing page must be live before launch traffic arrives
• Use build-cycle (Compound phase) after launch — to assess which copy sections are working