landing-page-copy

Landing Page Copy

When to Activate

Use this skill when creating a new landing page, rewriting an underperforming one, or reviewing landing page copy for conversion optimization. Applies to: lead capture pages, product pages, demo request pages, free trial pages, event registration pages, and app download pages.

First Questions

1. What is the single conversion goal? (one page, one goal — always)
2. What is the traffic source? (ad, email, organic, social — message match matters)
3. Who is the audience and what's their awareness level? (cold traffic needs more education)
4. What are the top 3 objections the visitor will have before converting?
5. What proof do you have? (testimonials, case studies, data, logos, press)
6. Long-form or short-form? (depends on price, complexity, and awareness)

When to Use Long-Form vs. Short-Form

Factor	Short-Form	Long-Form
Price	Free or low (<$50)	High (>$50 or recurring)
Complexity	Simple, obvious value	Needs explanation
Awareness	Product-aware, warm traffic	Problem-aware, cold traffic
Risk	Low (free trial, no CC)	High (annual contract, big investment)
Decision maker	Individual	Committee/multiple stakeholders

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Landing Page Anatomy (Section by Section)

1. Hero Section (Above the Fold)

The most important 600 pixels on the page. Must communicate what you do, who it's for, and why it matters — in under 5 seconds.

Elements:

• Headline: The #1 benefit or transformation (see headline-formulas skill)
• Subheadline: Supports the headline with specifics — who it's for, how it works, or a proof point
• Primary CTA: The main conversion action, visually dominant
• Hero image/video: Shows the product in action, the outcome, or the user's transformed state
• Social proof snippet: One line — "Trusted by 10,000+ teams" or a row of logos

Hero Copy Template:

[Headline: Primary benefit in 6-12 words]
[Subheadline: Who it's for + how it works or key differentiator, 15-25 words]
[CTA Button: Action verb + benefit]
[Micro-text: Objection handler — "No credit card required"]
[Trust element: Logo bar or one-line stat]