# Landing Page Funnel

> Build high-converting SaaS landing page funnels using proven patterns from top-performing companies. Page structure template, copy frameworks, design rules, conversion tactics, anti-patterns.

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

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# Landing Page Funnel Skill

## When to Use This Skill

Use when building, auditing, or redesigning a SaaS landing page, pricing page, or signup funnel.

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## 1. Page Structure Template (Exact Section Order)

Build every landing page in this order. Do not skip sections. Do not reorder.

| # | Section | Purpose | Key Rule |
|---|---------|---------|----------|
| 1 | **Nav bar** | Orientation + persistent CTA | Logo left, 3-5 links center, CTA button right |
| 2 | **Hero** | Hook + primary conversion | Headline (under 8 words) + subheadline (1-2 sentences) + primary CTA + product screenshot or 15s demo |
| 3 | **Logo bar** | Instant credibility | 5-8 recognizable customer/press logos. Scrolling carousel on mobile |
| 4 | **Problem/pain** | Emotional resonance | Name the specific pain. No features here. Only the broken status quo |
| 5 | **Solution showcase** | Outcome-driven features | 3-5 feature cards or use-case sections. Benefits, not features. Bento grid or card layout |
| 6 | **Social proof** | Trust through evidence | Testimonials with photo + full name + title + company + specific metric. Never generic quotes |
| 7 | **How it works** | Simplify the mental model | 3-step visual process. Numbered. Icons or illustrations per step |
| 8 | **Pricing preview** | Remove ambiguity | Embedded pricing or "See Pricing" link. If embedded: 3 tiers max, middle highlighted |
| 9 | **FAQ / objection handling** | Overcome hesitation | 5-8 most common questions. Accordion format on mobile |
| 10 | **Final CTA** | Close the loop | Repeat hero CTA with urgency-adjacent copy. "No credit card required" micro-copy |
| 11 | **Footer** | Navigation + legal | Links, legal, secondary nav |

---

## 2. Copy Frameworks

### Framework Selection Guide

| Framework | Best For | Structure |
|-----------|----------|-----------|
| **Problem-Solution-Proof** | Enterprise B2B, long consideration | State problem > show solution > prove with data |
| **PAS (Problem-Agitate-Solution)** | High-ticket, emotional purchases | Name pain > twist the knife > present relief |
| **Before-After-Bridge** | Product-led growth, transformation | Show "before" state > show "after" state > bridge = your product |
| **AIDA** | Content-heavy pages, multiple CTAs | Attention > Interest > Desire > Action |
| **Outcome-first** | Developer/creative audiences who hate hype | Lead with result, explain mechanism second |

### Headline Rules

- Under 8 words. Always.
- Lead with the OUTCOME the customer gets, not the tool's features.
- Use an action verb.
- No jargon. No buzzwords.

### 10 Headline Templates

1. **Outcome + price anchor:** "[Product] that runs your [function]. $X/mo."
2. **Aspirational identity:** "You're one [product unit] away from [transformation]."
3. **Anti-status-quo:** "Goodbye [old way]. Hello [new way]."
4. **Developer empathy:** "We built [thing] so you don't have to."
5. **Contrast pair:** "One [noun]. Zero [pain point]."
6. **Speed promise:** "[Verb] [outcome] in [timeframe]."
7. **Action + specificity:** "Put [technology] to work for [job]."
8. **Parallel structure:** "[Verb] anything. [Verb] anywhere."
9. **Reframe + outcome:** "More than [category]. [Business result]."
10. **Imperative + scale:** "Stop [wasteful action]. Start [desired action]."

### CTA Button Copy Rules

- Primary CTA: filled/solid button. Text = action + value ("Start Free Trial", "See It In Action").
- Secondary CTA: outlined/ghost button. Text = lower commitment ("Watch Demo", "Learn More").
- Always add micro-copy below primary CTA: "No credit card required" or "Free 14-day trial."
- Repeat primary CTA every 2-3 scroll sections.
- Never use "Submit" or "Click Here."

---

## 3. Design Rules

### Typography

- Headline: 48-64px desktop, 32-40px mobile. Bold weight (700+).
- Subheadline: 20-24px desktop, 16-18px mobile. Regular weight (400).
- Body: 16-18px desktop, 14-16px mobile. Line height 1.5-1.6.
- Use one font family max. Sans-serif. Inter, Geist, or system fonts.

### Mobile-First Rules

- Design mobile layout first, then scale up to desktop.
- 58% of SaaS pricing page visits are mobile. 79-83% of total visits are mobile.
- CTA buttons: minimum 48px height (WCAG), optimal 56-64px on mobile. Full-width on mobile viewports.
- Thumb zone: place primary CTAs in bottom third of screen.
- Sticky/floating CTA on long-scroll pages.
- Stack pricing tiers vertically on mobile. Never horizontal scroll.
- Collapsible feature comparison tables, not wide grids.
- Logo bar: scrolling horizontal carousel on mobile.

### Layout Patterns (2026)

- Bento grid for feature sections.
- Card-based feature sections with hover animations.
- Split-screen hero: text left, product screenshot right.
- Scroll-triggered progressive disclosure.
- Full-width sections alternating with contained-width text blocks.
- Dark backgrounds work best for AI products, developer tools, premium positioning.

---

## 4. Conversion Tactics

### Dual CTA Strategy

Every hero section gets two CTAs side by side:

| Position | Label Pattern | Target |
|----------|--------------|--------|
| Primary (left) | "Start Free Trial" / "Try for Free" | Self-serve signups |
| Secondary (right) | "Get a Demo" / "See It In Action" | Enterprise / high-touch leads |

This routes visitor intent without forcing a single path.

### Intent Routing (Post-Signup)

Ask 2-3 questions at signup to personalize the experience:

1. Business type / industry
2. Team size (solo / small team / enterprise)
3. Primary goal

Route answers to a personalized dashboard, onboarding checklist, and feature surfacing.

### Social Proof Placement Strategy

| Location | Proof Type | Purpose |
|----------|-----------|---------|
| Immediately after hero | Logo bar (5-8 logos) | Reduces bounce |
| Mid-page | Full testimonials with metrics | Builds trust for engaged scrollers |
| Next to pricing tiers | Short testimonial quotes | Reduces plan hesitation |
| Near signup/payment forms | Security badges (SOC 2, GDPR, SSL) | Removes friction at conversion point |

### Testimonial Format (Mandatory)

Every testimonial MUST include all five elements:

1. **Photo** of the person (not a logo, not an icon)
2. **Full name** (never "John D." or initials)
3. **Title and company**
4. **Specific metric or outcome** ("$16M saved annually", "10,000+ hours saved", "5x more meetings")
5. **1-sentence quote** in their voice

Generic testimonials ("Great product!") are worse than no testimonials.

### Pricing Page Rules

- 3 tiers maximum. Two feels incomplete. Five causes paralysis.
- Highlight middle tier as "Most Popular" with border, badge, or background color.
- Annual/monthly toggle at top. Default to annual. Show savings in dollars, not percentages.
- 8-10 key features per tier with checkmarks/dashes.
- One CTA button per tier.
- Feature comparison table below tier cards for deep evaluators.
- Enterprise tier separated visually, not as a 4th column.

---

## 5. Anti-Patterns (What to Avoid)

| Anti-Pattern | Why It Fails |
|-------------|-------------|
| Fake countdown timers | Users know they reset on reload. Destroys trust. |
| "Only X spots left" (fabricated) | Detected easily. Only use with real scarcity. |
| Exit-intent pop-ups | Blocked by Safari, Firefox, Brave. Feels desperate. |
| Feature-dumping (20+ features listed) | Overwhelms visitors. Focus on 3-5 outcomes. |
| Generic testimonials without names/metrics | Zero credibility. Worse than no testimonials. |
| More than 3 form fields at signup | Each extra field drops conversion. Ask for email only. |
| Horizontal pricing tables on mobile | 58% of pricing visits are mobile. Horizontal scroll kills conversion. |
| Stock photos instead of product screenshots | Signals the product is not ready or not real. Show the actual product. |
| Gating all content behind demo requests | Buyers complete 69% of purchase decisions before talking to sales. Let them self-educate. |

### Visual Anti-Patterns (NEVER DO)

| Anti-Pattern | Why It Fails |
|-------------|-------------|
| Border-radius on section containers | Creates "card" feel. Top SaaS pages use full-width sections. |
| Glassmorphism/blur effects | Dated trend. No top-5 SaaS page uses frosted glass on content sections. |
| Card grids for main content | Fragments the reading flow. Single-column text for core messaging. |
| Icon grids (4 icons in a row with labels) | Feels like a template. Typography hierarchy replaces icon decoration. |
| Center-aligned body text | Hard to read past 2 lines. Left-align always except headlines. |
| More than 2 font weights per page | Visual clutter. Use only 400 (body) and 600-700 (headlines). |
| Generic SaaS copy ("Transform your business") | Signals AI-generated. Specific, concrete language only. |

---

## 6. Quality Checklist

### Structure
- [ ] Page follows the 11-section order
- [ ] Hero headline is under 8 words and outcome-focused
- [ ] Dual CTA in hero (primary + secondary)
- [ ] Logo bar has 5-8 logos immediately after hero
- [ ] Primary CTA repeats every 2-3 scroll sections

### Copy
- [ ] No feature-dumping. 3-5 outcomes max in solution section
- [ ] Every testimonial has: photo, full name, title, company, specific metric, quote
- [ ] Micro-copy below every CTA
- [ ] FAQ covers 5-8 objections

### Design
- [ ] CTA buttons are 48px+ height on mobile, 44px+ on desktop
- [ ] Mobile layout designed first, then scaled to desktop
- [ ] Sticky CTA visible on mobile during scroll
- [ ] Pricing tiers stack vertically on mobile
- [ ] One font family. Sans-serif.

### Conversion
- [ ] Dual CTA routes to different paths
- [ ] Pricing page defaults to annual toggle
- [ ] Annual savings shown in dollars, not percentages
- [ ] Money-back guarantee near pricing CTAs
- [ ] Security badges near signup/payment forms

### Technical
- [ ] Lighthouse performance score 90+
- [ ] Core Web Vitals pass (LCP < 2.5s, FID < 100ms, CLS < 0.1)
- [ ] All images optimized (WebP/AVIF, lazy loaded below fold)
- [ ] Semantic HTML (h1 once, proper heading hierarchy)
- [ ] No layout shift on CTA buttons or pricing cards

### Benchmarks to Target

| Metric | Target |
|--------|--------|
| Visitor-to-lead | 5%+ |
| Landing page conversion | 6%+ |
| Free trial to paid | 25%+ |
| Annual plan uptake | 55%+ |
| Mobile conversion | 3%+ |

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