Landing copy
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Write conversion-focused landing page copy using a proven message hierarchy. Use whenever the user asks for landing page copy, a hero section, "headline for my product", website copy that converts, a value proposition, or wants to rewrite a page that "isn't converting". Trigger even when they only describe their product and audience without saying "landing page".
SKILL.md
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Landing Copy
Landing copy converts when it moves the reader through one clear line of reasoning: I have this problem → there's a better way → this is that way → I can trust it → here's my one next step. Clever gets remembered; clear gets bought. Choose clear.
Before writing: get three inputs
If any is missing, ask — copy written without these is guesswork:
- Who is the reader (specific role/situation, not "everyone").
- What painful job are they trying to get done.
- What's the mechanism that makes this product work better than their current alternative.
Message hierarchy (write in this order)
- Hook / headline — the outcome or the enemy, in the reader's words. Not the feature. ≤10 words ideal. Test: could a competitor put their name on it? If yes, it's too generic.
- Subhead — one sentence adding the how or the who it's for. Earns the click to keep reading.
- Problem — name the pain sharply enough that the reader thinks "that's me". Specific > dramatic.
- Mechanism — why this works. The unique insight or approach. This is what separates you from "yet another tool".
- Proof — evidence the claim is real: numbers, named outcomes, testimonials, logos, guarantee. Never claim without at least gesturing at proof.
- CTA — one primary action, phrased as the reader's benefit ("Start converting"), not the mechanic ("Submit"). One CTA repeated beats five competing ones.
Output template
### Hero
Headline: <...>
Subhead: <...>
CTA button: <...>
### Problem section
<2-3 lines>
### How it works (mechanism)
<the unique approach; 3 steps or 1 paragraph>
### Proof
<testimonial / stat / guarantee placeholders — mark [NEEDS REAL DATA] where the user must supply>
### Closing CTA
<repeat of primary action + risk reducer, e.g. "No card required">
Copy rules
- Second person ("you"), active voice, present tense.
- Concrete nouns and numbers beat adjectives. "Cut invoicing from 3 hours to 10 minutes" > "save tons of time".
- One idea per sentence. Short sentences carry momentum.
- Never fabricate testimonials or stats — insert
[NEEDS REAL DATA]and tell the user what to fill. - Cut every word that survives its own deletion.
Example
Product: scheduling tool for solo therapists. Weak: "The all-in-one platform to manage your practice." Strong headline: "Stop losing an evening a week to scheduling." Subhead: "Booking, reminders, and no-show fees — automatic, for solo therapists."