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

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