/landing-page-copy

name: landing-page-copy
description: "Build high-converting landing pages with proven structure, persuasive sections, and best practices. From hero to footer—every element optimized. Use when: Writing landing pages from scratch; Improving existing underperforming pages; Creating templates for repeatable page types; Structuring lead gen, sales, or product pages; Reviewing pages for conversion optimization"
license: MIT
metadata:
  author: ClawFu
  version: 1.0.0
  mcp-server: "@clawfu/mcp-skills"

Landing Page Copy

> Build high-converting landing pages with proven structure, persuasive sections, and best practices. From hero to footer—every element optimized.

When to Use This Skill

• Writing landing pages from scratch
• Improving existing underperforming pages
• Creating templates for repeatable page types
• Structuring lead gen, sales, or product pages
• Reviewing pages for conversion optimization
• Building landing page copy briefs for designers

Methodology Foundation

**Source**: Compiled from Unbounce research, CXL Institute studies, Copyhackers methodology, and direct response best practices.

**Core Principle**: A landing page has one job: get the visitor to take one action. Every element—headline, body, proof, CTA—must support that single conversion goal.

**Why This Matters**: Landing pages convert 5-15% on average. Top performers hit 25%+. The difference is almost always in the copy and structure, not the design.

What Claude Does vs What You Decide

| Claude Does | You Decide | |-------------|------------| | Structures production workflow | Final creative direction | | Suggests technical approaches | Equipment and tool choices | | Creates templates and checklists | Quality standards | | Identifies best practices | Brand/voice decisions | | Generates script outlines | Final script approval |

What This Skill Does

1. **Structures complete landing pages** - Section by section 2. **Writes each page element** - Headlines, body, bullets, CTAs 3. **Matches structure to goal** - Lead gen, sales, product, event 4. **Audits existing pages** - Identifies conversion blockers 5. **Creates page templates** - Reusable frameworks

How to Use

Write a Complete Landing Page

Write landing page copy for:
Product: [description]
Goal: [lead gen, sale, demo booking, etc.]
Audience: [who they are and awareness level]
Key differentiator: [main USP]

Audit an Existing Page

Audit this landing page and identify conversion issues:
[URL or paste the copy]
Goal: [what the page should convert]

Create a Page Template

Create a landing page template for [page type]:
- Lead gen for [offer type]
- Product page for [product type]
- Sales page for [price range]

Write Specific Sections

Write the [hero section / features section / testimonials section / FAQ] for:
Product: [description]
Key message: [main point for this section]

Instructions

When building landing pages, follow this structure and best practices:

The Universal Landing Page Structure

## Core Landing Page Sections

1. HERO SECTION
   └── Headline + Subheadline + CTA + Visual

2. PROBLEM SECTION
   └── Agitation of pain points

3. SOLUTION SECTION
   └── Your product as the answer

4. FEATURES/BENEFITS SECTION
   └── What they get + why it matters

5. SOCIAL PROOF SECTION
   └── Testimonials, logos, numbers

6. OBJECTION HANDLING
   └── FAQ or comparison section

7. FINAL CTA SECTION
   └── Summary + CTA + urgency

8. FOOTER
   └── Trust signals + secondary links

---

Section 1: The Hero

## Hero Section (Above the Fold)

The hero must answer 3 questions in <5 seconds:
1. What is this?
2. Who is it for?
3. Why should I care?

### Hero Elements

**Headline** (most important element)
- Clear primary benefit or transformation
- Specific, not vague
- Matches the ad/email that brought them here
- 10 words or fewer ideal

**Subheadline**
- Expands on the headline
- Adds specificity or mechanism
- Addresses WHO it's for
- 20-30 words max

**CTA Button**
- Primary action
- Value-focused text
- High contrast, prominent

**Visual**
- Product shot OR outcome visualization
- Happy user (if using people)
- Should reinforce the headline

**Supporting Microcopy**
- Below CTA: "No credit card required"
- Trust badges if relevant
- Quick wins: "2-min setup"

### Hero Template

[HEADLINE: Primary benefit in 10 words or less]

[SUBHEADLINE: Explain how they get that benefit, for whom, or what makes it unique]

[CTA BUTTON: Action + Value]

[Microcopy: Address main anxiety]

### Hero Examples

**SaaS Example:**

Headline: "Finally, a CRM salespeople actually use" Subheadline: "Pipedrive automates busywork so you can focus on closing. Trusted by 100,000+ sales teams." CTA: "Start Free Trial" Microcopy: "No credit card • Setup in 5 minutes"

**Lead Gen Example:**

Headline: "The 7-Step Checklist That Tripled Our Email Opens" Subheadline: "Stop guessing. Use the exact framework that grew our list from 0 to 50K." CTA: "Get the Free Checklist" Microcopy: "Sent instantly • No spam, unsubscribe anytime"

---

Section 2: Problem/Pain

## Problem Section

**Purpose**: Show you understand their pain. Create resonance before presenting solution.

### Key Principles
- Use THEIR language (from research/reviews)
- Be specific, not generic
- Agitate but don't manipulate
- 3-5 pain points max
- Set up the solution

### Format Options

**Option A: Bullet List**

Sound familiar? • [Pain point 1 in their words] • [Pain point 2] • [Pain point 3] • [Pain point 4]

**Option B: "If you're like most..." Statement**

If you're like most [audience], you've probably...

• Tried [failed solution] and got nowhere
• Spent hours on [tedious task]
• Wondered if [goal] is even possible

**Option C: Scenario**

Every Monday, the same thing happens. [Describe painful scenario in vivid detail] [Show the consequence] [Hint at the cost]

### Problem Secti