# Landing page copy Human Guide

## What This Is For
Write landing page copy with attention to the hero, value proposition, social proof, objection handling, and conversion-focused CTAs. 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 copy 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 copy.
- 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 copy 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
- Writing a hero section for a homepage or product page
- Writing a sales page or long-form sales letter
- Drafting opt-in or lead-capture page copy
- Campaign-specific landing pages
- Long-form blog content (use `content-and-copy`)
- Email sequences (use `email-sequences`)
- Brand voice definition (use `brand-voice`)
- Page design and layout decisions (use `design-standards`)
- The product, service, or offer
- The target audience and the specific objection they bring
- The conversion goal (one specific action)
- Existing customer language (testimonials, support tickets, sales calls)

## Decision Points And Nuance
The original skill emphasizes: When to use, When NOT to use, Required inputs, The framework: 7 sections, Hero, Social proof (early), Problem / promise, Solution / mechanism, Proof and detail, Objection handling.

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
- **Test:** Read the problem section aloud. Does the target audience nod? If they don't, you don't understand them yet.
- Remove friction ("No credit card required")
- One action only (avoid offering 5 alternatives that paralyze decision)
- **Draft sections.** Section by section. Don't polish until the structure is sound.
- **Edit for friction.** Remove every word that doesn't earn its place. Landing pages do not have words to spare.
- Supporting cue: [optional, e.g., "No credit card required"]
- If required data is unavailable
- "The CRM that sales reps don't try to escape from."

## Copy-And-Paste Prompt
```text
Use the Landing page copy 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 rampstackco/claude-skills skill entry for `landing-page-copy`.

## 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 Copy

Write copy for pages with a single conversion goal: signup, purchase, demo request, download, lead capture. Stack-agnostic.

This skill is narrower than `content-and-copy`. Landing pages exist to drive a specific action, not to inform broadly.

---

## When to use

- Writing a hero section for a homepage or product page
- Writing a sales page or long-form sales letter
- Drafting opt-in or lead-capture page copy
- Campaign-specific landing pages
- Pricing page copy
- Demo or signup CTAs

## When NOT to use

- Long-form blog content (use `content-and-copy`)
- Email sequences (use `email-sequences`)
- Brand voice definition (use `brand-voice`)
- Page design and layout decisions (use `design-standards`)

---

## Required inputs

- The product, service, or offer
- The target audience and the specific objection they bring
- The conversion goal (one specific action)
- Brand voice
- Existing customer language (testimonials, support tickets, sales calls)
- Any constraints (length, format, regulatory)

If audience is unclear or objections are unknown, run `brand-discovery` or pull from sales call recordings before writing.

---

## The framework: 7 sections

A landing page does seven things in sequence. The structure can flex (combine, reorder, expand), but the elements stay constant.

### 1. Hero

The first 3 to 5 seconds. Decides whether the visitor stays.

**Three components:**

- **Headline.** The promise. Specific, outcome-focused, free of cliche.
- **Subheadline.** The mechanism. How you deliver the promise.
- **Primary CTA.** The action. One button, descriptive label.

**Strong hero patterns:**

- **Outcome + audience + mechanism.** "Ship features 3x faster, for engineering teams who hate meetings, with our async-first project tool."
- **Pain reversal.** "Stop losing customers to slow page loads."
- **Surprising claim.** "The note-taking app that gets used. We have data."
- **Direct address.** "You have 47 unread Slack messages. Here's what to do about it."

**Weak hero patterns:**

- Generic adjective stacking ("Powerful, intuitive, scalable")
- "Welcome to our platform"
- Brand-name-only headlines ("Acme: The Future of X")
- Vague benefits ("Streamline your workflow")

### 2. Social proof (early)

Within the first scroll, prove someone else trusts you.

**Forms:**
- Customer logos (recognizable beats unknown)
- Quantitative trust signal ("Over 10,000 teams")
- One strong testimonial with name and role
- Press mentions (logos of where you've been featured)

**Placement:** Right below the hero, before the visitor invests in reading more.

### 3. Problem / promise