landing-page-copy

Landing Page Copy Skill

A landing page has one job: move a specific visitor to one action. Most pages bury the value, hedge

the ask, and talk about themselves. This skill writes the whole page section-by-section around a single

conversion goal — leading with the visitor's problem and the outcome, proving it, handling objections,

and asking once, clearly.

Required Inputs

Ask for these only if they aren't already provided:

• The one goal — the single action (sign up, book a demo, buy, join waitlist). One page, one ask.
• Audience & their problem — who's landing and what pain brought them.
• The offer — product, the core outcome, and the differentiator (pair with [value-proposition](../value-proposition/SKILL.md)).
• Proof — testimonials, logos, metrics, guarantees (whatever's real).
• Source of traffic, if known — an ad-matched page reads differently from an organic one.

Output Format

Landing Page: [product] — goal: [the one action]

Write copy (not just guidance) for each section:

1. Hero — a benefit-led headline (the outcome, not the feature), a one-sentence subhead that adds the how/for-whom, and the primary CTA button text. Offer 2 headline options.

2. Problem — name the visitor's pain so they feel understood (2–3 lines). Earns the read.

3. Solution — how you solve it, framed as their outcome. Lead with the transformation.

4. Social proof — placement + example copy for testimonials/logos/metrics (the strongest goes highest).

5. Features → benefits — 3–5, each as benefit headline + one line of how. Never a bare feature.

6. Objection handling / FAQ — the 3–5 real reasons they'd hesitate (price, trust, effort, fit), answered honestly.

7. Final CTA — restate the core benefit and repeat the same one ask. Add the risk-reducer (free trial, no card, guarantee).

Microcopy notes — button text (action + value, not "Submit"), and the one distraction to remove.

Quality Checks

• [ ] The whole page drives one action with one primary CTA (repeated, not competing)
• [ ] The hero leads with the outcome/benefit, not a feature or the company name
• [ ] Every feature is written as a benefit to the visitor
• [ ] Real objections are surfaced and answered, not ignored
• [ ] Social proof is placed where doubt peaks (near the asks)
• [ ] CTA button copy states the value ("Start free" not "Submit")

Anti-Patterns

• [ ] Do not offer competing CTAs — multiple asks split attention and lower conversion; one goal per page
• [ ] Do not open with "Welcome to [company]" — lead with the visitor's outcome
• [ ] Do not list features without benefits — visitors buy outcomes, not specs
• [ ] Do not hide the price/effort/objections — unanswered doubt is a silent exit
• [ ] Do not write "Submit"/"Learn more" buttons — say what happens and the value

Based On

Conversion-copywriting practice — single conversion goal, problem-led structure, benefit-framing, objection handling, LIFT-style clarity.