# Landing Page Copy

> Use when the user wants to draft landing page copy — product page, feature page, pricing page, lead magnet gate, or campaign page. Produces full copy for every standard section (hero, social proof, features, objections, FAQ, CTA) with optional variants.

- Skill: `busyeugene/landing-page-copy` (Agent Skill)
- Install (CLI): `npx skillmds@latest add busyeugene/landing-page-copy`
- Raw SKILL.md: https://api.skillmd.com/api/skills/busyeugene/landing-page-copy/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- License: MIT
- Author: busyeugene (https://skillmd.com/u/busyeugene)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/busyeugene/landing-page-copy

---


# Landing Page Copy

Draft a full landing page section by section, matching the brand's editorial voice. Produces a structured markdown file a designer or CMS can implement against.

## Setup

No keys required.

## Inputs

1. **Page type** — product / feature / pricing / lead magnet / campaign / use case / integration.
2. **Product or offer** — one sentence.
3. **ICP / target visitor** — who is this for and what problem brought them here? Inherit from `editorial-guidelines.md` if present.
4. **Awareness stage** — unaware, problem-aware, solution-aware, product-aware, most-aware (Eugene Schwartz).
5. **Primary outcome** — the one thing the page must make happen (demo booked, free trial started, download, waitlist signup).
6. **Proof points** — numbers, customer logos, quotes, case studies, awards, integrations. Ask the user to paste whatever they have.
7. **Key objections** — the top 3–5 reasons a qualified visitor would still not convert.
8. **Competitive differentiator** — what do we do that no one else does, in one sentence.
9. **Number of hero variants** — default 3.

Use `AskUserQuestion` for page type and awareness stage.

## Process

### 1. Load voice and context

- Read `editorial-guidelines.md` (or fall back).
- Read any linked assets (existing product page, competitor pages, internal brand doc).

### 2. Map awareness to message strategy

- **Unaware:** lead with the problem, not the product. The hero is a story or observation, not a feature claim.
- **Problem-aware:** lead with agitation + name the outcome. Product appears mid-page.
- **Solution-aware:** lead with the differentiator. Compare to alternatives within the page.
- **Product-aware:** lead with proof. The reader already knows what you are — they need reasons to pick you today.
- **Most-aware:** lead with the offer and remove friction. Shorter page, bigger CTA.

### 3. Draft sections

Standard section stack (include only the ones that fit the page type and awareness stage):

**Hero**
- **Headline** — the promise. Specific, outcome-focused, ≤12 words. Never generic ("Grow faster").
- **Subheadline** — the mechanism ("by doing X") and the proof or differentiator. ≤25 words.
- **Primary CTA** — verb + outcome ("Book a demo", "See it live", not "Learn more").
- **Secondary CTA** (optional) — low-commitment alternative.
- **Hero visual description** — one sentence for the designer.

**Social proof bar** — 4–6 customer logos or 1 strong stat.

**Problem / agitation** (unaware and problem-aware only) — 2–3 short paragraphs.

**Solution / how it works** — 3 steps, each with a one-line headline and a 1–2 sentence explainer.

**Features** — 3–6 feature blocks. Each block:
- Feature name (product language, not marketing fluff)
- One-sentence benefit (what the reader gets, not what the feature does)
- 2–3 bullet details
- Optional: small visual description

**Proof section** — customer quote + stat + linked case study. Repeat 2–3 times.

**Comparison** (solution-aware and product-aware) — head-to-head table against 1–2 named or unnamed alternatives.

**Objection handling** — 3–5 FAQ-style blocks addressing the objections the user provided. Phrase as the objection itself ("Isn't this just a spreadsheet with a pretty UI?") followed by a direct answer.

**FAQ** — 5–8 genuine questions, each with a 2–4 sentence answer. Good for schema.

**Closing CTA** — second pass at the primary CTA with a different framing. End the page on action, not a footer.

**Trust signals** — security, compliance, uptime, number of customers, integrations.

### 4. Variants

For the hero:
- Produce 3 headline + subheadline variants across different angles (outcome-led, mechanism-led, contrarian).
- Mark one as the recommended default with a one-line reason.

### 5. Voice and constraints

- Obey editorial guidelines banned words and voice.
- No hype adjectives in the hero — specificity beats enthusiasm.
- Every feature block must pass the "so what?" test — if the benefit isn't obvious, rewrite.
- Every claim tied to a number should cite the source (even if the source is "internal Q3 2026 data").
- Buttons always start with a verb.

### 6. Write the file

Write to `landing/<page-name>.md`:

```markdown
# Landing — {page name}

**Type:** {product/feature/…}
**Audience:** {ICP}
**Awareness stage:** {stage}
**Primary outcome:** {goal}
**Differentiator:** {one sentence}

## Hero variants

### Variant 1 (recommended) — {angle}
- **Headline:** {…}
- **Subheadline:** {…}
- **Primary CTA:** {…}
- **Secondary CTA:** {…}
- **Visual:** {…}
- **Why this one:** {1 line}

### Variant 2 — {angle}
{…}

### Variant 3 — {angle}
{…}

## Social proof bar

{content}

## Problem

{content}

## How it works

**Step 1 — {name}**
{explainer}

**Step 2 — {name}**
{explainer}

**Step 3 — {name}**
{explainer}

## Features

### {Feature name}
**What you get:** {benefit}

- {detail}
- {detail}
- {detail}

**Visual:** {one line for designer}

{repeat}

## Proof

> {customer quote}
> — {name}, {role}, {company}

**Stat:** {number + context}
**Case study:** [{title}]({url})

{repeat}

## Comparison

| | Us | Alt 1 | Alt 2 |
|---|---|---|---|
| {dimension} | ✅ | ❌ | ✅ |

## Objections

### "{objection phrased as the reader would say it}"
{answer, 2–4 sentences}

{repeat}

## FAQ

### {question}
{answer}

{repeat}

## Closing CTA

**Headline:** {…}
**Subhead:** {…}
**CTA button:** {…}

## Trust signals

- {signal}
- {signal}
```

### 7. Print summary

One block: path, section count, recommended hero variant, any sections skipped.

## Fallbacks

- **Unclear ICP or awareness stage:** ask before drafting. Generic copy is worse than no copy.
- **No proof points provided:** include `{TODO: proof needed}` placeholders and list them explicitly at the end of the file so the user can backfill.

## Verification

1. File exists under `landing/`.
2. Contains all applicable sections for the page type.
3. 3 hero variants with one marked recommended.
4. No banned words.
5. Every CTA button text starts with a verb.
6. Proof/stat placeholders explicitly called out if proof wasn't provided.