--- 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 Section Template ``` [HEADER: Question or "Sound familiar?"] [3-5 specific pain points using customer language] [TRANSITION: "It doesn't have to be this way" or "There's a better way"] ``` ``` --- ### Section 3: Solution ``` ## Solution Section **Purpose**: Introduce your product as THE answer to the problems just described. ### Key Principles - Direct connection to problems stated - Focus on outcomes, not features (yet) - Keep it simple—overview only - Visual of product if possible ### Format **Header**: Transition statement - "Enter [Product Name]" - "That's exactly why we built [Product]" - "Meet your new [category]" **Body**: 1-2 short paragraphs - What it does (simply) - How it solves the stated problems - Main differentiator **Visual**: Product screenshot or demo gif ### Solution Section Template ``` [HEADER: "Introducing [Product]" or "There's a better way"] [DESCRIPTION: 2-3 sentences explaining what it is and how it solves the problems] [SINGLE KEY DIFFERENTIATOR: The one thing that makes you different] [VISUAL: Product in action] ``` ``` --- ### Section 4: Features & Benefits ``` ## Features/Benefits Section **Purpose**: Detail what they get and why each element matters. ### Key Principles - Lead with benefit, support with feature - 3-5 core features max (don't overwhelm) - Each feature gets its own visual/icon - Link features to stated problems ### The FAB Formula (For Each Feature) **Feature** → **Advantage** → **Benefit** ### Format ``` ## [Benefit-Focused Section Header] ### [Feature 1 Name] [1-2 sentences on what it does and why it matters] ### [Feature 2 Name] [1-2 sentences] ### [Feature 3 Name] [1-2 sentences] ``` ### Features Template ``` ## Everything you need to [achieve goal] ### [Feature 1: Benefit-first name] [What it does] → [Why that matters to their life/work] ### [Feature 2: Benefit-first name] [What it does] → [Why that matters] ### [Feature 3: Benefit-first name] [What it does] → [Why that matters] ``` ### Example ``` ## Ship faster without breaking things ### One-Click Deploys Push to production in seconds, not hours. Automatic rollbacks if anything goes wrong. ### Real-Time Error Tracking Know about issues before your users do. Get alerts with the exact line of code. ### Team Collaboration Comment on deployments, assign owners, track changes. Everyone stays in sync. ``` ``` --- ### Section 5: Social Proof ``` ## Social Proof Section **Purpose**: Provide evidence that this works for people like them. ### Types of Social Proof (Use 2-3) **1. Testimonials** - Specific results mentioned - Photo + name + title - Relatable to target audience **2. Logos** - Recognizable brands - "Trusted by" framing - 5-8 logos optimal **3. Numbers** - Users/customers count - Results achieved - Industry recognition **4. Ratings/Reviews** - Star ratings - Third-party review sites - Specific review quotes **5. Case Studies** - Before/after results - Detailed story - Specific metrics ### Social Proof Template ``` ## Join [Number]+ [Audience] who [achieve outcome] [ROW OF LOGOS OR STATS] ### What our customers say [TESTIMONIAL 1] "[Specific result quote with numbers if possible]" — [Name], [Title] at [Company] [TESTIMONIAL 2] "[Different angle/benefit highlighted]" — [Name], [Title] at [Company] [TESTIMONIAL 3] "[Third perspective]" — [Name], [Title] at [Company] ``` ### Social Proof Best Practices - Use photos (real ones) - Include specific results - Match testimonials to target persona - Avoid generic praise ("great product!") - Show variety (different use cases/industries) ``` --- ### Section 6: Objection Handling ``` ## Objection Handling Section **Purpose**: Address remaining doubts and barriers to conversion. ### Common Objections to Address - "Is this right for me?" - "What if it doesn't work?" - "Is it worth the price?" - "Is it difficult to use/switch?" - "Can I trust this company?" ### Format Options **Option A: FAQ** ``` ## Frequently Asked Questions **[Question 1]** [Answer addressing the objection] **[Question 2]** [Answer] ``` **Option B: Comparison Table** | | You (Now) | You (With Product) | |---|---|---| | [Aspect 1] | [Current state] | [Better state] | **Option C: "Is this for me?"** ``` ## [Product] is for you if: ✓ You're [characteristic 1] ✓ You want [outcome 2] ✓ You're ready to [commitment] ## [Product] is NOT for you if: ✗ You're looking for [thing you're not] ✗ You don't [prerequisite] ``` ### FAQ Template ``` ## Got questions? We've got answers. **Do I need [technical requirement]?** Nope. [Product] works [simply]. No [complex thing] needed. **What if I don't like it?** [Guarantee details]. No questions asked. **How long until I see results?** Most customers [result] within [timeframe]. [Testimonial/data point]. **Is my data secure?** Absolutely. [Security credentials]. [Trust signal]. ``` ``` --- ### Section 7: Final CTA ``` ## Final CTA Section **Purpose**: Recap value and push to conversion. ### Key Principles - Summarize the transformation - Restate key benefits - CTA with full context - Add urgency if genuine - Address final objection (guarantee) ### Final CTA Template ``` ## Ready to [achieve the outcome]? [1-2 sentences reinforcing the transformation] [Bullet list: 3 key things they get] • [Benefit 1] • [Benefit 2] • [Benefit 3] [CTA BUTTON] [Guarantee/risk reversal] [Final microcopy: "Questions? Contact us"] ``` ### Example ``` ## Ready to stop losing deals to bad data? Join 10,000+ sales teams who closed more deals with Datafix. • Real-time contact updates • 97% accuracy guaranteed • 2-minute setup, no IT needed [Start Free—No Credit Card] 30-day money-back guarantee. Cancel anytime. Questions? Chat with our team → ``` ``` --- ### Landing Page Types ``` ## Page Structure by Goal ### Lead Gen Page (Free Offer) 1. Hero (clear value of free offer) 2. What's inside preview 3. Social proof (short) 4. Simple form 5. Trust signals Length: Short (1-2 scrolls) ### Product Page (SaaS Free Trial) 1. Hero 2. Problem 3. Solution 4. Features (3-5) 5. Social proof 6. Pricing (optional) 7. FAQ 8. Final CTA Length: Medium (3-4 scrolls) ### Sales Page (Paid Product) 1. Hero 2. Problem (expanded) 3. Solution + Story 4. Features/Benefits (detailed) 5. Social proof (extensive) 6. Offer stack 7. Guarantee 8. FAQ (extensive) 9. Final CTA (urgency) Length: Long (5+ scrolls) ### Event/Webinar Page 1. Hero (date/time prominent) 2. What you'll learn 3. Speaker bio 4. Social proof 5. Registration form 6. FAQ (logistics) Length: Short-Medium ``` ## Examples ### Example 1: SaaS Product Landing Page **Context**: Email marketing tool for creators **Output**: ``` ## HERO SECTION **Headline**: "Grow your audience. Sell more stuff." **Subheadline**: "ConvertKit is the email platform built for creators—not marketers. Beautiful emails, powerful automations, and landing pages that convert." **CTA**: "Start Free" **Microcopy**: "Free up to 1,000 subscribers • No credit card required" [Visual: Product screenshot showing email builder] --- ## PROBLEM SECTION **Struggling with email tools built for marketers?** - Templates that look like spam from 2005 - "Features" you'll never use (but still pay for) - Support that sends you to a 47-article knowledge base - Analytics that tell you opens, not actual business results You're a creator, not a marketing team. You need email that works without a PhD. --- ## SOLUTION SECTION **ConvertKit: Email that feels like you** Built by creators, for creators. Simple enough to start today. Powerful enough to scale to 100,000+ subscribers. One tool. Beautiful emails. Actual sales. [Product screenshot: Dashboard] --- ## FEATURES SECTION **Everything you need. Nothing you don't.** ### Beautiful Emails in Minutes Drag-and-drop editor that creates emails you're proud to send. No designer required. ### Automations That Sell While You Sleep Welcome sequences, product launches, nurture campaigns. Set once, run forever. ### Landing Pages That Convert Build pages in minutes. No website needed. Works with your domain. ### Sell Digital Products Gated content, paid newsletters, courses. Built right in. --- ## SOCIAL PROOF SECTION **500,000+ creators trust ConvertKit** [Logos: Pomplamoose, Tim Ferriss, etc.] "I moved from Mailchimp to ConvertKit 3 years ago. My email revenue is up 412%. Not a typo." — James Clear, author of Atomic Habits "Finally, email that doesn't feel like email." — Ali Abdaal, YouTuber (4M subscribers) --- ## FAQ SECTION **Is there really a free plan?** Yes. Free for your first 1,000 subscribers. Build your list, we'll grow together. **Can I switch from [competitor]?** We'll import everything for you. Free. Takes 24 hours. **I'm not technical. Can I use this?** If you can write an email, you can use ConvertKit. That's the point. --- ## FINAL CTA SECTION **Ready to grow your audience?** Join 500,000+ creators who chose email that works. ✓ Free up to 1,000 subscribers ✓ 30-day trial of Pro features ✓ Free migration from any platform [Start Free Today] No credit card required. Cancel anytime. ``` --- ### Example 2: Lead Gen Landing Page **Context**: Free checklist for marketers **Output**: ``` ## HERO SECTION **Headline**: "The 12-Point Launch Checklist We Use for Every Campaign" **Subheadline**: "Stop missing critical steps. Download the exact checklist we've used to launch 200+ campaigns without disaster." [Visual: Checklist preview mockup] **CTA**: "Get the Free Checklist" **Microcopy**: "Instant download • No spam, ever" --- ## WHAT'S INSIDE SECTION **What you'll get:** ✓ Pre-launch system checks (the 3 things everyone forgets) ✓ Day-of-launch protocols (minute-by-minute) ✓ Post-launch monitoring (what to watch for 48 hours) ✓ Emergency rollback procedure (just in case) Plus: The exact tools we use at each step. --- ## SOCIAL PROOF SECTION "This checklist saved our product launch. Literally. We caught a broken checkout link 2 hours before go-live." — Marketing Director, Series B SaaS **Downloaded by teams at:** [Logos] --- ## FORM + CTA **Get the checklist (free)** [Form: Email field only] [Download Now] Your info is safe. We send 1-2 emails per week. Unsubscribe anytime. ``` ## Checklists & Templates ### Landing Page Audit Checklist ``` ## Landing Page Review ### Hero (Above the Fold) - [ ] Headline clear and benefit-driven - [ ] Subheadline adds specificity - [ ] CTA visible and action-oriented - [ ] Value clear within 5 seconds - [ ] Matches ad/email that drove traffic ### Message Match - [ ] Page headline matches traffic source - [ ] Promise made in ad is delivered on page - [ ] No bait-and-switch ### Conversion Path - [ ] Only ONE primary goal - [ ] CTA repeated throughout - [ ] Minimal navigation/exits - [ ] Form is simple (necessary fields only) ### Trust & Proof - [ ] Social proof present - [ ] Testimonials are specific (results) - [ ] Logos/badges if relevant - [ ] Risk reversal clear (guarantee) ### Copy Quality - [ ] Benefits over features - [ ] "You" language (not "we") - [ ] Specific numbers/claims - [ ] Scannable (headers, bullets) - [ ] No jargon unless audience uses it ### Mobile - [ ] Hero works on mobile - [ ] CTAs thumb-friendly - [ ] Forms easy to complete - [ ] Page loads fast ``` --- ### Landing Page Brief Template ``` ## Landing Page Copy Brief ### Page Goal [ ] Lead gen (form completion) [ ] Free trial signup [ ] Purchase [ ] Demo request [ ] Event registration ### Target Audience **Who**: **Awareness level**: Unaware / Problem-aware / Solution-aware / Product-aware ### Key Message **One sentence value prop**: ### Traffic Source(s) [ ] Paid search [ ] Paid social [ ] Organic [ ] Email [ ] Other: ________ **Headline/message in the source**: ### Unique Selling Points 1. 2. 3. ### Main Objections to Overcome 1. 2. 3. ### Social Proof Available [ ] Testimonials [ ] Logos [ ] Stats/numbers [ ] Case studies [ ] Reviews ### Offer Details **What they get**: **Price** (if applicable): **Guarantee**: **Urgency/scarcity** (if applicable): ``` ## Skill Boundaries ### What This Skill Does Well - Structuring audio production workflows - Providing technical guidance - Creating quality checklists - Suggesting creative approaches ### What This Skill Cannot Do - Replace audio engineering expertise - Make subjective creative decisions - Access or edit audio files directly - Guarantee commercial success ## References - Unbounce. Landing Page Conversion Benchmark Report - CXL Institute. Landing page optimization research - Wiebe, Joanna. Copyhackers landing page framework - Schwartz, Eugene. Awareness levels applied to landing pages - Google. Page Experience and Core Web Vitals research ## Related Skills - [copy-frameworks](../copy-frameworks/) - PAS, AIDA for page structure - [headline-formulas](../headline-formulas/) - Headlines for your hero - [cta-writing](../cta-writing/) - CTAs throughout the page - [persuasion-cialdini](../persuasion-cialdini/) - Psychological triggers --- ## Skill Metadata (Internal Use) ```yaml name: landing-page-copy category: content subcategory: copywriting version: 1.0 author: MKTG Skills source_expert: Multiple (Unbounce, CXL, Copyhackers) source_work: Compilation of landing page best practices difficulty: intermediate estimated_value: $1,000 landing page copywriting tags: [landing-pages, conversion, copywriting, structure] created: 2025-01-24 updated: 2025-01-24 ```