This skill writes page copy that moves a specific visitor toward one action. It begins with who arrives on the page and what they already know, because a visitor from a competitor comparison search needs a different page than one who clicked a cold ad.
When to use
- Launching a campaign page for ads, outbound or an event.
- Rewriting a homepage or product page that gets traffic but few conversions.
- Creating a page for a new offer, tier or segment.
- Turning a messaging framework into finished web copy.
What you need
Ask for these before writing:
- Page goal: the single primary action (book a demo, start a trial, download, register, contact sales).
- Traffic source: where visitors come from (paid search keyword, social ad, outbound email, organic, partner referral).
- Audience: role, company type, and what they are trying to get done.
- Positioning or messaging: value proposition, differentiators, pillars.
- Proof: customer results, quotes, logos you may display, ratings, certifications, number of customers.
- Objections: what stops people from converting (price, switching effort, security, "we already have a tool").
- Constraints: brand voice, required legal text, page length limits, existing design sections.
Process
- Diagnose awareness. Place the typical visitor on a scale: unaware of the problem, aware of the problem, aware of solutions, comparing options, ready to buy. Less aware visitors need the page to open with the problem; highly aware visitors need the offer and differentiation fast.
- Match the message to the click. The headline should continue the promise of the ad, email or search query that brought the visitor. A mismatch is one of the most common reasons for high bounce rates.
- Write the hero. Headline: the main outcome for this audience, specific and concrete. Subheadline: how you deliver it and for whom. Primary call to action with a verb that describes what happens next ("Get the pricing guide", not "Submit"). A proof element close by (a metric, a short quote, or a customer count). Write five headline options from different angles: outcome, pain, differentiation, specificity (a number), audience callout.
- Build the body in a persuasive order. A dependable sequence for B2B:
- Problem: show you understand their situation in their words.
- Solution overview: what changes when they use you.
- Value sections: two to four outcome-focused blocks, each with a short explanation and supporting detail.
- How it works: three or four steps that make adoption feel achievable.
- Proof: case study snippets, quotes with name and role, results.
- Objection handling: FAQs or short sections addressing the main reasons people hesitate.
- Closing call to action: restate the outcome and the action. Adjust order to awareness: a product-aware visitor can see proof and pricing earlier.
- Write calls to action for each commitment level. Keep one primary action. A secondary, lower-commitment action (watch a short demo, see pricing) can catch visitors not ready for the main one, but it should not compete visually or verbally.
- Handle objections directly. For each objection, write a concise answer backed by a fact or proof. Place the most important one near the primary call to action.
- Tighten. Replace vague words with specifics. Cut sentences that would apply to any competitor. Prefer short paragraphs and scannable headings; many visitors read only headings and calls to action.
- Recommend tests. Suggest the two or three elements most worth testing first, usually the headline, the primary call to action offer, and proof placement.
Output format
Page: [name] Goal: [action] Traffic: [source] Awareness: [level]
Hero
- Headline options:
1. [outcome] ...
2. [pain] ...
3. [differentiation] ...
4. [specific number] ...
5. [audience callout] ...
- Recommended headline: [#] because ...
- Subheadline: ...
- Primary CTA: ...
- Proof near hero: ...
Sections (in order)
## [Section heading]
[copy]
[notes for design, if any]
FAQ / objections
- Q: ... A: ...
Closing CTA: ...
Test first:
1. ...
2. ...Quality checklist
- One primary action, repeated consistently; any secondary action is lower commitment.
- The headline matches the traffic source's promise.
- Every value section states an outcome, not only a feature.
- Proof appears near the hero and near the closing call to action.
- The main objections are answered on the page.
- Headings alone tell a coherent story when skimmed.
- No claims without support; no generic superlatives.
Common mistakes
- Clever over clear. A witty headline that requires thought loses visitors who give a page a few seconds.
- Describing the company instead of the outcome. "We are a leading platform" tells visitors nothing about what changes for them.
- Too many calls to action. Demo, trial, newsletter, webinar and chat on one page split attention and lower the main conversion.
- Proof buried at the bottom. Logos and results matter most where hesitation happens: near the hero and the primary call to action.
- Ignoring traffic source. Sending all campaigns to the homepage forces each visitor to find their own reason to stay.
- Generic button text. "Submit" or "Learn more" hides what the visitor gets.
Example prompts
- "Write a landing page for our new compliance audit offer. Traffic comes from LinkedIn ads aimed at CFOs."
- "Our homepage converts at 0.8 percent. Rewrite the hero and give me five headline options."
- "Turn this messaging doc into section-by-section landing page copy."
- "Write a page for people searching 'alternative to [category tool]' that handles switching objections."
- "Create campaign page copy for our webinar registration."
SKILL.md の原文を表示
---
name: landing-page-copy
description: "Use when writing or rewriting copy for a B2B landing page, homepage, product page or campaign page. Starts from the visitor's awareness level and the single action the page exists for, then builds a section-by-section page with headline options, proof placement, objection handling and calls to action, plus notes on what to test first."
license: MIT
metadata:
title: "Landing Page Copy"
category: "content-copy"
author: "carolina"
summary: "Write conversion-focused B2B page copy matched to visitor awareness, with headline options, proof, objection handling and one clear action."
tags: "landing page, copywriting, conversion, homepage, cta"
version: "1.0"
updated: "2026-10-19"
---
# Landing Page Copy
This skill writes page copy that moves a specific visitor toward one action. It begins with who arrives on the page and what they already know, because a visitor from a competitor comparison search needs a different page than one who clicked a cold ad.
## When to use
- Launching a campaign page for ads, outbound or an event.
- Rewriting a homepage or product page that gets traffic but few conversions.
- Creating a page for a new offer, tier or segment.
- Turning a messaging framework into finished web copy.
## What you need
Ask for these before writing:
1. **Page goal:** the single primary action (book a demo, start a trial, download, register, contact sales).
2. **Traffic source:** where visitors come from (paid search keyword, social ad, outbound email, organic, partner referral).
3. **Audience:** role, company type, and what they are trying to get done.
4. **Positioning or messaging:** value proposition, differentiators, pillars.
5. **Proof:** customer results, quotes, logos you may display, ratings, certifications, number of customers.
6. **Objections:** what stops people from converting (price, switching effort, security, "we already have a tool").
7. **Constraints:** brand voice, required legal text, page length limits, existing design sections.
## Process
1. **Diagnose awareness.** Place the typical visitor on a scale: unaware of the problem, aware of the problem, aware of solutions, comparing options, ready to buy. Less aware visitors need the page to open with the problem; highly aware visitors need the offer and differentiation fast.
2. **Match the message to the click.** The headline should continue the promise of the ad, email or search query that brought the visitor. A mismatch is one of the most common reasons for high bounce rates.
3. **Write the hero.** Headline: the main outcome for this audience, specific and concrete. Subheadline: how you deliver it and for whom. Primary call to action with a verb that describes what happens next ("Get the pricing guide", not "Submit"). A proof element close by (a metric, a short quote, or a customer count). Write five headline options from different angles: outcome, pain, differentiation, specificity (a number), audience callout.
4. **Build the body in a persuasive order.** A dependable sequence for B2B:
- Problem: show you understand their situation in their words.
- Solution overview: what changes when they use you.
- Value sections: two to four outcome-focused blocks, each with a short explanation and supporting detail.
- How it works: three or four steps that make adoption feel achievable.
- Proof: case study snippets, quotes with name and role, results.
- Objection handling: FAQs or short sections addressing the main reasons people hesitate.
- Closing call to action: restate the outcome and the action.
Adjust order to awareness: a product-aware visitor can see proof and pricing earlier.
5. **Write calls to action for each commitment level.** Keep one primary action. A secondary, lower-commitment action (watch a short demo, see pricing) can catch visitors not ready for the main one, but it should not compete visually or verbally.
6. **Handle objections directly.** For each objection, write a concise answer backed by a fact or proof. Place the most important one near the primary call to action.
7. **Tighten.** Replace vague words with specifics. Cut sentences that would apply to any competitor. Prefer short paragraphs and scannable headings; many visitors read only headings and calls to action.
8. **Recommend tests.** Suggest the two or three elements most worth testing first, usually the headline, the primary call to action offer, and proof placement.
## Output format
```
Page: [name] Goal: [action] Traffic: [source] Awareness: [level]
Hero
- Headline options:
1. [outcome] ...
2. [pain] ...
3. [differentiation] ...
4. [specific number] ...
5. [audience callout] ...
- Recommended headline: [#] because ...
- Subheadline: ...
- Primary CTA: ...
- Proof near hero: ...
Sections (in order)
## [Section heading]
[copy]
[notes for design, if any]
FAQ / objections
- Q: ... A: ...
Closing CTA: ...
Test first:
1. ...
2. ...
```
## Quality checklist
- One primary action, repeated consistently; any secondary action is lower commitment.
- The headline matches the traffic source's promise.
- Every value section states an outcome, not only a feature.
- Proof appears near the hero and near the closing call to action.
- The main objections are answered on the page.
- Headings alone tell a coherent story when skimmed.
- No claims without support; no generic superlatives.
## Common mistakes
- **Clever over clear.** A witty headline that requires thought loses visitors who give a page a few seconds.
- **Describing the company instead of the outcome.** "We are a leading platform" tells visitors nothing about what changes for them.
- **Too many calls to action.** Demo, trial, newsletter, webinar and chat on one page split attention and lower the main conversion.
- **Proof buried at the bottom.** Logos and results matter most where hesitation happens: near the hero and the primary call to action.
- **Ignoring traffic source.** Sending all campaigns to the homepage forces each visitor to find their own reason to stay.
- **Generic button text.** "Submit" or "Learn more" hides what the visitor gets.
## Example prompts
- "Write a landing page for our new compliance audit offer. Traffic comes from LinkedIn ads aimed at CFOs."
- "Our homepage converts at 0.8 percent. Rewrite the hero and give me five headline options."
- "Turn this messaging doc into section-by-section landing page copy."
- "Write a page for people searching 'alternative to [category tool]' that handles switching objections."
- "Create campaign page copy for our webinar registration."
