Landing Page

Triggers

Activate on: "create landing page", "write landing copy", "improve conversion", "page not converting", "hero section help".

Core Structure

Every landing page follows the same spine:

See sections.md for detailed requirements per section.

Hero Formula

[Headline: Outcome they want]
[Subhead: How you deliver it]
[CTA button] [Secondary action]
[Visual: Product/result]

Headline test: Would they screenshot and send to a friend?

Copy Rules

• You > We. Talk about them, not yourself.
• Specific > Vague. "Save 4 hours/week" beats "Save time"
• One CTA. Everything else is distraction.
• Objection handling. Answer "why not?" before they ask.

See copy.md for formulas and examples by page type.

Conversion Checklist

Before launch:

• [ ] CTA visible without scrolling
• [ ] Load time <3s
• [ ] Mobile-first (60%+ traffic)
• [ ] Single goal, single action
• [ ] Social proof near CTA
• [ ] Friction removed (minimal form fields)

See optimization.md for A/B testing and analytics setup.

Red Flags

Stop and fix:

• Multiple competing CTAs → Pick one
• Features without benefits → Translate to outcomes
• No social proof → Add testimonials, logos, numbers
• Wall of text → Break into scannable sections
• Generic stock photos → Use product/real images

By Page Type

Different goals need different emphasis:

See templates.md for page-type specific structures.