Landing Page Copy skill for Claude Code

Good landing copy lets the right visitor understand in five seconds what this is, who it is for, and why it beats their current option — then removes each reason not to act. It is specific enough that a competitor could not paste it onto their page unchanged.

Ground rules

• Research before writing. Copy comes from customer language (reviews, interviews, support tickets, sales calls), not from a thesaurus.
• One page, one audience, one primary action. Secondary CTAs are allowed only if they serve the same decision (e.g. “See pricing” next to “Start free”).
• Specific beats clever: numbers, named outcomes, concrete nouns. Cut adjectives that any product could claim (“powerful”, “frictionless”, “all-in-one”, “next-generation”).
• Never invent testimonials, logos, user counts, ratings, or results. Use placeholders like [QUOTE — need customer approval] when proof is missing.
• Message match: the headline must echo the promise of the ad, email, or link that sent the visitor.
• Claims about health, finance, or guarantees need substantiation; flag them for review.

Workflow

- [ ] 1. Gather inputs (audience, traffic source, offer, proof)
- [ ] 2. Mine voice-of-customer language
- [ ] 3. Write the positioning core (one paragraph)
- [ ] 4. Draft the hero (headline, subhead, CTA, proof)
- [ ] 5. Draft body sections in decision order
- [ ] 6. Handle objections and risk
- [ ] 7. Edit for specificity and scannability
- [ ] 8. Deliver the copy deck with test variants

1. Inputs

Ask for, or infer and state as assumptions:

• Target visitor and their awareness level (see table).
• Traffic source and the exact promise there (ad text, email subject, search query).
• The offer: product, price, trial terms, what happens after clicking.
• Primary alternative the visitor uses today (competitor, spreadsheet, agency, doing nothing).
• Proof available: customer quotes, logos, metrics, ratings, case studies, press, certifications.

Awareness level	Visitor knows	Lead with
Unaware	Not that they have the problem	A story or striking fact about the problem
Problem-aware	The pain, not solutions	The pain in their words, then the new way
Solution-aware	Solutions exist, not yours	Your differentiator vs. the category
Product-aware	Your product	Proof, offer, risk reversal
Most aware	Ready to buy	The offer and CTA, immediately

Paid search and comparison traffic is usually solution- or product-aware; cold social is often problem-aware or unaware. The hero changes accordingly.

2. Voice-of-customer mining

Pull exact phrases from reviews (G2, Capterra, App Store, Amazon, Reddit — yours and competitors’), interview transcripts, and support tickets. Sort them into:

• Pains and triggers (“our spreadsheet broke at 40 clients”).
• Desired outcomes (“close the books in two days”).
• Objections (“we tried X and it took months to set up”).
• Phrases that recur — these become headlines and section titles.

3. Positioning core

Write this before any headline:

For <specific audience> who <situation/pain>, <product> is the <category> that
<primary outcome>. Unlike <main alternative>, it <key differentiator>, proven by <proof>.

If you cannot fill every slot concretely, stop and ask; the page will be generic otherwise.

4. Hero

• Headline (≤ 10–12 words): outcome or differentiator for the specific audience. Patterns: ”<Outcome> without <pain>”, ”<Category> for <audience>”, ”<Do X> in <time>”, or the customer’s own phrase.
• Subhead (1–2 sentences): how it works or what it is, plus who it is for. The headline makes the promise; the subhead makes it believable.
• Primary CTA: verb + outcome, first person often works (“Start my free trial”, “Get the template”). State friction removers next to it: “No credit card”, “Free for 14 days”, “Setup in 5 minutes” — only if true.
• Proof near the CTA: a number, rating, or recognizable logos.
• Visual brief: describe the product screenshot or demo that proves the headline.

Five-second test: a stranger reading only the hero can say what it is, for whom, and what to do next.

5. Body sections in decision order

1. Problem / stakes — the current way and its cost, in customer language.
2. How it works — 3 steps, each a verb phrase; reduces perceived effort.
3. Benefits, not features — 3–5 blocks: benefit headline → one-sentence explanation → the feature that delivers it → proof point. (“Close month-end in 2 days” → automatic bank matching → “Acme cut close time from 9 days to 2”).
4. Differentiation — honest comparison with the main alternative (table works well).
5. Social proof — specific testimonials (name, role, company, photo, a concrete result), case-study stats, logos relevant to the audience segment.
6. Objections / FAQ — see step 6.
7. Final CTA — restate the core promise and the offer; same CTA label as the hero.

Long vs. short: higher price, higher risk, or lower awareness → longer page with more proof. Low-commitment offers (free tool, newsletter) → short page, CTA above the fold.

6. Objections and risk reversal

List the top 5 reasons a qualified visitor would not act, from VoC and sales. Answer each where it arises (near pricing, near the CTA, in FAQ):

Objection	Copy device
“Will it work for us?”	Segment-specific testimonial, integrations list, use-case examples
“Switching is painful”	Migration help, import tools, time-to-value number
“Too expensive”	Cost of the status quo, ROI example, plan for small teams
“Is it trustworthy/secure?”	Certifications held (SOC 2, ISO 27001, GDPR), customer names, uptime
“What if it doesn’t work?”	Free trial, money-back guarantee, cancel anytime — exact terms

7. Edit pass

• Replace each vague claim with a number, a name, or an example, or cut it.
• Section headings alone should tell the whole story when skimmed.
• Sentences short; paragraphs ≤ 3 lines; one idea per block.
• Reading level around grade 6–8 for broad audiences (technical audiences can take jargon they use themselves).
• “You” more than “we”. Customer is the subject of sentences.
• Remove banned filler: “solution”, “empower”, “streamline”, “revolutionize”, “cutting-edge”, “world-class”, “best-in-class”, “supercharge”, “game-changing”.
• CTA labels consistent across the page.

8. Variants to test

Offer 3 headline variants built on different angles (outcome, pain, differentiator) and 2 CTA variants. Recommend which to test first, and hand off test design to conversion-optimization. Headline tests are worth running only with enough traffic to reach significance; otherwise ship the strongest version and test bigger changes.

Critique mode

When reviewing an existing page, score each section and quote the offending line:

Check	Pass condition
Clarity	Hero states what, for whom, and outcome
Specificity	≥ 1 number or named proof per section
Message match	Hero echoes the traffic source’s promise
Proof	Testimonials have names, roles, and results
Objections	Top 3 objections answered before final CTA
CTA	One primary action, verb + outcome, friction removers
Scannability	Headings tell the story alone

Output: copy deck

## Landing page copy — <offer>, for <audience> (traffic: <source>)
Positioning core: <paragraph>
Assumptions: <listed>

### Hero
H1: <headline>
Sub: <subhead>
CTA: <label> · Microcopy: <friction remover>
Proof: <rating / logos / metric>
Visual: <what the screenshot or demo shows>

### Section 2 — How it works
<3 steps>

### Section 3 — Benefits
<benefit headline> / <explanation> / <feature> / <proof>

... (one block per section)

### FAQ
Q: <objection phrased as visitor asks it> A: <answer>

### Variants to test
H1 A (outcome): ... · H1 B (pain): ... · H1 C (differentiator): ...
CTA A: ... · CTA B: ...
Missing proof to collect: <list>