# Landing page optimization Human Guide

## What This Is For
Use when working on landing pages — creation, copywriting, design, optimization, or conversion rate improvement. It gives the agent a clearer input/output frame for conversion optimization: what context to ask for, what decisions to make, and what usable artifact to return.

Use this as a human-readable version of the Landing page optimization agent skill. It is meant for marketers, operators, founders, and other non-coders who want the workflow without reading agent-specific implementation instructions.

## When To Use This
- Use this when you need a repeatable process for landing page optimization.
- Use this when the task needs judgment, examples, constraints, or a clear output format rather than a one-off prompt.
- Use this when you want to hand an AI assistant enough context to produce a usable marketing artifact.

## When Not To Use This
- Do not use this when you only need a quick factual answer.
- Do not use this when the work depends on private data you cannot share with the assistant.
- Do not use this as a replacement for legal, compliance, financial, or medical review.

## What You Need Before Starting
- The goal or business outcome you want.
- The audience, customer segment, or market context.
- Any source material the assistant should respect, such as notes, briefs, examples, URLs, or brand guidance.
- Constraints such as tone, length, channel, deadline, region, or approval requirements.
- A clear definition of what a good final answer should look like.

## Step-By-Step Workflow
1. State the job clearly: "Use the Landing page optimization guide to help me with..."
2. Add context: audience, goal, offer, channel, source material, and constraints.
3. Ask the assistant to identify missing inputs before producing the final output.
4. Have the assistant follow the skill-specific guidance below.
5. Review the result against the final checklist and ask for revisions where needed.

## Skill-Specific Guidance
- Product/service name and core value proposition
- Target audience and their primary pain point
- Key differentiator vs alternatives
- Desired visitor action (CTA goal)
- Available social proof (testimonials, stats, logos)
- `[Achieve outcome] without [pain point]`
- `The [adjective] way to [desired result]`
- `Stop [bad thing]. Start [good thing].`
- Be specific: "Start My Free Trial" > "Submit"
- First-person phrasing often converts better ("Get My Guide")
- Avoid: "Click Here", "Learn More", "Submit"
- Active voice, present tense; benefits before features

## Decision Points And Nuance
The original skill emphasizes: Workspace Context, Operating Contract, Copy Framework, Gather Before Writing, Choose a Framework, Section Copy Guide, CTA Copy Rules, Copy Best Practices, Design Principles (11 Essential Elements), Aesthetic Direction.

Use these questions to steer the work:
- What is the intended audience or buyer?
- What source material must be preserved?
- What should the assistant optimize for: clarity, persuasion, accuracy, speed, creativity, or conversion?
- What examples represent the desired quality bar?
- What should the assistant avoid?

## Common Mistakes
- Avoid: "Click Here", "Learn More", "Submit"
- **Avoid**: purple gradients on white (overused AI aesthetic), perfectly symmetric layouts on every section, stock photos of people pointing at laptops, default yellow stars.
- Important visual element
- Must be clear and compelling, answering "What benefits does this page offer me?"
- **Principle:** Primary CTA is the most important call-to-action, usually placed right below the title.
- Must contain clear and strong message

## Copy-And-Paste Prompt
```text
Use the Landing page optimization human guide.

My goal:
[Describe the business outcome]

Audience:
[Describe who this is for]

Context and source material:
[Paste notes, examples, links, or existing copy]

Constraints:
[Tone, length, channel, timeline, must-include items, must-avoid items]

Before producing the final output, ask me for any missing information that would materially improve the result.
```

## Final Checklist
- [ ] The output matches the original goal.
- [ ] The audience and context are reflected in the answer.
- [ ] Important constraints and source material were preserved.
- [ ] The assistant made the relevant decisions explicit.
- [ ] The final artifact is ready to use, review, or hand to the next person.

## Source
This guide was generated from the manojbajaj95/claude-gtm-plugin skill entry for `landing-page-optimization`.

## Source Skill Notes
These notes preserve the nuance from the original skill. Use them as supporting reference when the workflow above feels too generic.

# Landing Page Optimization

## Workspace Context

Read bootstrap context before asking questions: `strategy/brand.md` for brand, audience, offer, channels, tools, constraints, and metrics; `about/me.md` for personal voice; `content/ideas.md` and `content/calendar.md` for content planning. Use legacy product-marketing context files only as fallback. Save generated drafts to `content/<platform>/drafts/YYYY-MM-DD_short-topic-slug.md`, and route durable learnings back to `strategy/brand.md`, `about/me.md`, or `content/ideas.md`.

## Operating Contract

This skill is self-contained for its frontmatter scope: use its local instructions, references, scripts, and assets as the playbook; ask only for missing task-specific inputs; hand off to adjacent skills instead of expanding scope; and return an actionable artifact, decision, plan, draft, or diagnostic.


Build, write, and optimize high-converting landing pages combining proven copy frameworks, the 11-essential-elements structure, and a clear creation workflow.

---

## 1. Copy Framework

### Gather Before Writing

Collect these inputs before drafting any copy:
- Product/service name and core value proposition
- Target audience and their primary pain point
- Key differentiator vs alternatives
- Desired visitor action (CTA goal)
- Available social proof (testimonials, stats, logos)

### Choose a Framework

| Framework | When to Use |
|-----------|-------------|
| **PAS** (Problem → Agitate → Solution) | Strong pain point, emotional product |
| **AIDA** (Attention → Interest → Desire → Action) | General purpose, awareness campaigns |
| **StoryBrand** (Hero → Guide → Plan → CTA → Success) | Brand narrative, relationship-driven sales |

### Section Copy Guide

**Hero** — Value prop in ≤10 words; subheadline adds specificity; CTA + 1 trust signal above fold.

Headline formulas:
- `[Achieve outcome] without [pain point]`
- `The [adjective] way to [desired result]`
- `Stop [bad thing]. Start [good thing].`

**Problem** — Name the pain in the audience's language; 2–3 specific scenarios; emotional, not clinical.

**Solution** — How the product solves it; 3–5 features written as benefits ("saves 2 hrs/day" not "automated scheduling").

**How It Works** — 3–4 steps, each with a clear action verb; close with CTA.

**Social Proof** — Testimonial template: `"[Specific result]..." — Name, Title, Company`. Aim for 4–6 testimonials; include stats and logos if available.

**Pricing** — Highlight recommended plan; include guarantee copy; one CTA per plan card.

**FAQ** — 5–10 objection-handling questions; cover pricing, refunds, technical requirements, comparison to alternatives.

**Final CTA** — Repeat the primary CTA; add urgency or risk-reversal ("Cancel anytime", "30-day guarantee"); larger and more dramatic than hero CTA.

### CTA Copy Rules
- Start with an action verb
- Be specific: "Start My Free Trial" > "Submit"
- First-person phrasing often converts better ("Get My Guide")
- Avoid: "Click Here", "Learn More", "Submit"

### Copy Best Practices
- Active voice, present tense; benefits before features
- Specific numbers over vague claims ("saves 2 hours" not "saves time")
- Short sentences; scannable with headers and bullets
- Address objections before the reader voices them
- Multiple CTAs (same action) throughout — not multiple competing actions

---

## 2. Design Principles (11 Essential Elements)

Every landing page needs all 11 elements. See `references/11-essential-elements.md` for full detail on each.

| # | Element | Conversion Purpose | Design Note |
|---|---------|-------------------|-------------|
| 1 | URL | SEO slug with keywords | — |
| 2 | Header/Logo | Brand trust, navigation | Sticky with blur-on-scroll |