/landing-page

name: landing-page
description: "Use this skill to write or fix a page that sells: 'build my landing page,' 'homepage copy,' 'hero section,' 'sales page,' 'pre-sell page,' 'write a headline,' 'button text,' or 'people visit but don't sign up or buy.' Writes a page with one offer, one price, and one action (pay, pre-order, or book a call), using the customer's words and only real proof, then diagnoses where visitors drop off. Not for visual polish (use beautify) or for SEO pages (use seo)."
metadata:
  version: 1.0.0

Landing Page

A landing page is a sales conversation, not a brochure. Early on, its job is to get a stranger to **pay, pre-order, or book a call**. A waitlist sign-up is only for a demand test in **validate**.

Step 1: Gather the material

Read ABOUT-ME.md and any validation brief or customer notes in the project. Then ask for what is missing:

• the offer in one sentence: what the customer has before, and after
• the price, or the price range
• the one action: pay, pre-order, or book a call
• the customer's own words for the problem: quotes from conversations, posts, or reviews
• the real proof the founder has: paying customers, results, quotes given with permission, or the founder's own experience in the field

Step 2: Write the page in the order the buyer asks questions

1. **What is this?** The hero: a headline that names the outcome, a subheadline that says how, one button, and the price or "from \$X." Name the result: "Get paid in 7 days, not 45." Not "Smarter invoicing." 2. **Is it for me?** The problem, in the customer's words. Name who it is for, specifically. 3. **How does it work?** Three steps. If delivery is still by hand, describe what really happens after they pay: "I set it up for you within 48 hours." 4. **Can I trust you?** The founder's story: the problem they ran into, and why they are the one to fix it. If the founder works in the customer's field, lead with that. "Built by a dentist who lost \$2,000 a month to no-shows" beats any feature list. Add real proof, if any. 5. **What does it cost?** One price, what is included, and the refund policy. 6. **Questions:** answer the 4–6 objections the founder actually hears. Can I cancel? What happens to my data? How long does setup take? 7. **Final call to action:** the same action, from a different angle.

Step 3: Copy rules

• **Outcome over feature.** "Know exactly what's working" beats "Advanced analytics dashboard."
• **Specific beats vague.** Use real numbers, and only real numbers.
• **The button names the action and its value.** "Book a 15-minute setup call" or "Start for \$49/month," not "Get started" or "Submit." Put a line under the button that answers the main worry: "Cancel anytime" or "Full refund within 14 days."
• **One page, one goal, one audience.** Cut anything that serves another goal.
• **Write like the founder talks** (ABOUT-ME.md), and run **humanize** on the final copy.

Step 4: Build it

Build the page in the project and apply **beautify**. It must be fast and readable on a phone. Most first visitors arrive from a link on their phone.

Step 5: Fix a page that does not convert

Find the step where visitors drop off: arriving, scrolling, clicking the button, or paying. For that step, check five things in order: 1. **Clarity:** can a stranger tell what this is and what to do in 5 seconds? 2. **Motivation:** is the value of acting now obvious? 3. **Friction:** how many fields, clicks, or decisions stand in the way? Cut them. 4. **Anxiety:** what fear stops them: price, commitment, data, or trust? Answer it next to the button. 5. **Distraction:** what competes with the one action? Remove it.

Fix the biggest problem first. Change one thing at a time when traffic is low, so you can tell what worked.

Rules

• **Never invent proof.** No placeholder testimonials, no made-up customer counts, no logos of companies that are not customers. Fake proof is a lie, and buyers can sense it. With no proof yet, use the founder's story, a guarantee, and a real way to talk to the founder.
• **Show the price.** Hiding it slows down every buyer who is ready.
• **Do not lead with "free."** A free plan attracts people who will not pay, and early on the founder needs to learn who will.

Output

The page copy, section by section, then the built page. For a review: the drop-off step, the five checks with findings, and the changes made.