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 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
```