landing-page-copy

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.

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Core Principle

A LANDING PAGE HAS ONE GOAL AND ONE CTA — EVERY WORD EITHER MOVES THE VISITOR TOWARD THAT ACTION OR SHOULD BE CUT.

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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.

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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.

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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

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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.

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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."

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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.

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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.