# Landing Es

> Write Spanish landing page copy that reads as if it were written in Spanish, not translated into it. Covers tú vs usted vs vos, CTA verb forms that actually convert, Spain vs Latin American vocabulary, price/date/phone formats, the legal pages a Spanish or EU site is required to link, punctuation and typography, and the specific English-to-Spanish traps that make a page read as machine output. Use whenever page copy, marketing copy, headlines, CTAs or microcopy are being written in Spanish, or when a user asks for a website "en español".

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

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# Spanish landing page copy

Most Spanish landing pages read as translated English. The grammar is correct and the page still
feels wrong: the verbs are too formal, the headline is a literal calque, the price has a comma
in the wrong place, and the required legal links are missing. This file is about the difference.

Write in Spanish. Do not write in English and translate.

## 1. Who you are talking to

The single biggest decision, and it must be consistent across the entire page including button
labels, form placeholders, error messages and the cookie banner.

| Form | Where it belongs | Example |
|---|---|---|
| **tú** | Spain, most consumer and creative brands, anything young, freelancers, startups | "Reserva tu cita" |
| **usted** | Formal services in Spain — legal, medical, banking, insurance, funeral, notary. Older audiences | "Reserve su cita" |
| **usted** (default) | **Colombia, Costa Rica, and most of Mexico's service sector** — usted is normal, not distant | "Reserve su cita" |
| **vos** | Argentina, Uruguay, Paraguay, much of Central America, in informal registers | "Reservá tu cita" |
| **ustedes** | All of Latin America for plural, always. **Never `vosotros` outside Spain** | "Reserven su cita" |

`vosotros` in a page aimed at Latin America is the loudest possible signal that the copy came
from Spain or from a machine. `tú` in a Colombian professional-services page reads as
presumptuous. Ask which country the audience is in before writing a single verb, and if you
cannot ask, default to Spain + `tú` for consumer and creative, Spain + `usted` for regulated
professions.

## 2. Calls to action

Spanish CTAs are imperatives, and they are shorter than the English instinct suggests.

| English | Bad (literal) | Good |
|---|---|---|
| Get started | "Empezar ahora" (limp) | "Empieza gratis" / "Empieza ya" |
| Learn more | "Aprende más" (calque — `aprender` is for skills) | "Saber más" / "Ver más" / "Descubre cómo" |
| Book a call | "Reservar una llamada" | "Agenda una llamada" (LatAm) / "Reserva una llamada" (ES) |
| Contact us | "Contáctenos" (stiff) | "Hablemos" / "Escríbeme" / "Cuéntame tu proyecto" |
| Sign up | "Regístrate" | "Crea tu cuenta" / "Únete" |
| Buy now | "Compra ahora" | "Cómpralo ya" / "Lo quiero" |
| Get a quote | "Obtener una cotización" | "Pide presupuesto" (ES) / "Pide tu cotización" (LatAm) |
| See pricing | "Ver precios" | "Ver precios" (this one is fine) |
| Download | "Descargar" | "Descárgalo gratis" |

Rules:

- **Never `Aprende más` for "Learn more".** `Aprender` means to acquire a skill. The Spanish for
  the English idiom is `Saber más`, `Ver más` or `Descubre cómo`.
- **First person converts.** `Lo quiero`, `Quiero mi presupuesto`, `Empiezo ahora` — the visitor
  reading their own decision back. Very common in Spanish-language conversion copy and rare in
  English.
- **Add the object.** English tolerates a bare verb; Spanish wants to know what. `Descarga` is
  odd; `Descarga la guía` is natural.
- **Sentence case, not Title Case.** `Pide presupuesto`, never `Pide Presupuesto`. Spanish
  capitalises only the first word and proper nouns. Title Case on a Spanish page is an
  unmistakable translation artefact.

## 3. Vocabulary that splits by region

Pick one country and stay in it. Mixing is worse than choosing the "wrong" one.

| English | Spain | Latin America |
|---|---|---|
| computer | ordenador | computadora / computador |
| mobile phone | móvil | celular |
| car | coche | carro / auto |
| to book / schedule | reservar, concertar | agendar, reservar |
| quote / estimate | presupuesto | cotización |
| free | gratis, gratuito | gratis |
| now | ya, ahora | ahora, ya |
| software subscription | suscripción | suscripción / membresía |
| you (plural) | vosotros | ustedes |
| to manage | gestionar | administrar, gestionar |
| workshop / course | taller, curso | taller, curso, capacitación |
| to send | enviar, mandar | enviar, mandar |
| apartment | piso | departamento / apartamento |

## 4. Headlines

Spanish is roughly 20–25% longer than English for the same meaning. A headline translated
word-for-word will break the layout and lose its rhythm. Rewrite instead.

- Cut the article where Spanish allows it: "Diseño web para pequeños negocios", not "El diseño
  web para los pequeños negocios."
- Spanish resists the English noun-stack. "Small business website design" has to become a phrase
  with prepositions: "Páginas web para pequeños negocios."
- The gerund is not a headline form in Spanish. "Building better websites" is not "Construyendo
  mejores webs" — it is "Webs mejores" or "Así construimos webs mejores."
- Questions need both marks: `¿Buscas una web que venda?` Opening `¿` is not optional and its
  absence is the fastest way to look machine-generated.
- Exclamations likewise: `¡Ya está online!` Use them sparingly — Spanish marketing copy overuses
  them, and restraint reads as confidence.

## 5. Numbers, money, dates, phones

Spanish-speaking Europe and most of Latin America use the comma as decimal separator. Getting
this wrong is the most visible error on a pricing section.

| Thing | Spain / most of LatAm | Not |
|---|---|---|
| Price | `1.299,99 €` (symbol after, with a space) | `€1,299.99` |
| Mexico, Colombia, Peru, Chile | `$1.299,99` — but **Mexico commonly uses `1,299.99`** | — |
| Percentage | `25 %` in Spain (space), `25%` commonly elsewhere | — |
| Date | `14/03/2026` or `14 de marzo de 2026` | `March 14, 2026` |
| Month names | lowercase — `marzo`, `octubre` | `Marzo` |
| Day names | lowercase — `lunes`, `jueves` | `Lunes` |
| Time | `18:30 h` | `6:30 PM` |
| Phone (Spain) | `+34 612 34 56 78` | — |
| Phone (Mexico) | `+52 55 1234 5678` | — |
| Opening hours | `L–V 9:00–18:00`, `sáb 10:00–14:00` | — |

Confirm the country before formatting money. Mexico's decimal point is a real exception, not a
mistake to correct.

## 6. Legal pages — required, not optional

A site aimed at Spain must link these from the footer. This is LSSI-CE and GDPR, and it is the
single most common thing missing from a Spanish landing page built by a non-Spanish tool.

| Page | Spanish name | Required when |
|---|---|---|
| Legal notice | **Aviso legal** | Always, for any commercial site in Spain. Must carry the owner's name or company name, NIF/CIF, registered address, email, and registry details for a company |
| Privacy policy | **Política de privacidad** | Any form, any analytics, any cookie. So: always |
| Cookie policy | **Política de cookies** | Any non-essential cookie, including Google Analytics |
| Terms | **Términos y condiciones** / **Condiciones de contratación** | Anything sold on the site |
| Returns | **Política de devoluciones** | Anything sold to consumers |

Also required next to any form that collects personal data: a checkbox the user must tick — not
pre-ticked — with text along the lines of *"He leído y acepto la [política de privacidad]"*.
Pre-ticked consent is not consent under the GDPR.

If the user has not written these pages, do **not** invent their contents — a fabricated legal
notice with a made-up company registration number is worse than none. Create the footer links,
point them at placeholder routes, and tell the user plainly: "I've added the links your site
legally needs. You'll have to write what goes on those pages — an aviso legal has to carry your
real NIF and address, and I'm not going to make those up."

Latin American equivalents vary by country. Mexico's is the *Aviso de privacidad* under the
LFPDPPP, and it is required for any data collection.

## 7. Punctuation and typography

- `¿ ... ?` and `¡ ... !` — both marks, always. The opening mark goes where the question starts,
  not necessarily at the start of the sentence: `Si te interesa, ¿hablamos?`
- Quotation marks: Spanish prefers angular quotes «así», then "así", then 'así'. Straight ASCII
  quotes on a designed page are lazy in any language.
- The dash for parenthetical asides is the em dash —like this— usually written closed up in
  Spanish, not spaced as in English.
- Ellipsis is one character: `…`
- Accents survive uppercase. `MÁS INFORMACIÓN`, not `MAS INFORMACION`. If the design uses
  all-caps headings, the accents stay, and `Ñ` stays.
- Set `lang="es"` on `<html>`, and use the regional tag when it matters for hyphenation and
  voice assistants: `es-ES`, `es-MX`, `es-AR`, `es-CO`.
- Check the chosen Google Font actually carries `ñ`, `¿`, `¡`, and accented capitals. Many
  display and decorative faces do not. Type a test string — `¿Cómo? ¡Añádelo! ÁÉÍÓÚÑÜ` — into
  the font's specimen page before committing to it.

## 8. Traps

| Trap | What happens | Fix |
|---|---|---|
| "Aprende más" | Reads as "acquire more skill" | `Saber más`, `Ver más` |
| "Aplicar" for "apply" (for a job) | Anglicism, though now common | `Inscribirse`, `Presentar candidatura`, `Postularse` (LatAm) |
| "Soportar" for "support" | Means "to endure, to put up with" | `Admitir`, `ser compatible con`, `dar soporte a` |
| "Realizar" everywhere | Bureaucratic filler verb | Use the specific verb: `hacer`, `crear`, `enviar` |
| "Actualmente" for "actually" | Means "currently" | `En realidad`, `de hecho` |
| "Eventualmente" for "eventually" | Means "occasionally, possibly" | `Con el tiempo`, `finalmente` |
| "Asumir" for "assume" | Means "to take on" | `Suponer`, `dar por hecho` |
| "Librería" for "library" | Means "bookshop" | `Biblioteca` |
| Title Case headings | Instant translation tell | Sentence case |
| Missing `¿` | Instant translation tell | Both marks |
| `vosotros` for a LatAm audience | Instant Spain tell | `ustedes` |
| Gendered job nouns | Excludes half the audience | Prefer neutral phrasing — `equipo`, `personas`, `quien contrate`. Avoid `todos y todas` stacking and avoid `todxs` / `todes` unless the brand already uses it |

## 9. Register

Spanish marketing copy defaults to a warmth English does not have, and gets ruined by the
formality English business writing carries. Two failure modes, both common:

**Too formal.** "Nos complace poner a su disposición nuestra amplia gama de servicios
profesionales." Nobody speaks like this. It is the Spanish of a bank letter from 1994.

**Too translated.** "Desbloquea el poder de tu negocio." `Desbloquear el poder` is not a
Spanish idiom — it is `unlock the power` wearing a costume. Same for `impulsa tu viaje`,
`lleva tu negocio al siguiente nivel`, `soluciones innovadoras`, `transforma tu presencia
digital`.

**What works:** short sentences, concrete nouns, and the specific detail. "Hago webs para
restaurantes. Suelo tardar dos semanas. Escríbeme y te digo si encaja." That is a Spanish
landing page.

## Before shipping

- [ ] One country chosen, and `tú` / `usted` / `vos` consistent across headings, buttons, form
      labels, placeholders, error messages and the cookie banner
- [ ] No `vosotros` unless the audience is Spain
- [ ] Every question has `¿`, every exclamation has `¡`
- [ ] Headings in sentence case
- [ ] No `Aprende más`
- [ ] Prices, dates and phone numbers in the target country's format
- [ ] Month and day names lowercase
- [ ] `lang` set, with the regional tag if it matters
- [ ] Font renders `ñ`, `¿`, `¡`, `ÁÉÍÓÚÜ`
- [ ] Footer links to aviso legal, política de privacidad and política de cookies
- [ ] Consent checkbox on every form, not pre-ticked
- [ ] Nothing invented — no fabricated NIF, address, review or client name
- [ ] Read the whole page out loud. If a sentence is hard to say, it was translated