# Landing Page Copy > Writes conversion-focused landing page copy with hero, benefits, social proof, and CTA sections. Use when building a landing page for a product, service, or lead magnet. - Skill: `reaperinvest/landing-page-copy` (Agent Skill) - Install (CLI): `npx skillmds@latest add reaperinvest/landing-page-copy` - Raw SKILL.md: https://api.skillmd.com/api/skills/reaperinvest/landing-page-copy/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Coding & Dev Tools - Author: reaperinvest (https://skillmd.com/u/reaperinvest) - Updated: 2026-09-22 - Page: https://skillmd.com/skills/reaperinvest/landing-page-copy --- # Landing Page Copy ## When to Use This Skill Use this skill when you need to: - Write copy for a product or service landing page - Create a lead magnet opt-in page with compelling copy - Produce a sales page for a digital product, course, or offer - Build a webinar or event registration page **DO NOT** use this skill for full website copy (multiple pages), blog posts, or email sequences. This is for a single landing page. --- ## Core Principle A LANDING PAGE HAS ONE GOAL AND ONE CTA — EVERY WORD EITHER MOVES THE VISITOR TOWARD THAT ACTION OR SHOULD BE CUT. --- ## Phase 1: Brief ### Required Inputs | Input | What to Ask | Default | |-------|------------|---------| | **Offer** | "What are you offering? Product, service, lead magnet, event?" | No default — must be provided | | **Target visitor** | "Who is landing on this page? Where are they coming from?" | No default — must be provided | | **Primary CTA** | "What is the ONE action you want visitors to take?" | No default — must be provided | | **Price / cost** | "What does it cost (money, email, time)?" | Free (email opt-in) | | **Key benefits** | "What are the top 3 benefits for the buyer?" | Will extract from offer description | | **Social proof** | "Do you have testimonials, numbers, or logos to include?" | None — will write placeholder sections | | **Objections** | "What are the top 3 reasons someone would NOT buy/sign up?" | Will identify common objections | | **Urgency** | "Is there a deadline, limited supply, or expiring bonus?" | None | **GATE: Confirm brief before writing.** --- ## Phase 2: Outline ### Landing Page Architecture ``` 1. Hero Section — headline, subheadline, CTA, hero image direction 2. Problem Section — pain points the visitor is experiencing 3. Solution Section — what you offer and how it solves the problem 4. Benefits Section — 3-5 key benefits (outcomes, not features) 5. Social Proof — testimonials, numbers, logos, case studies 6. How It Works — 3-step process (simplify the path to value) 7. Objection Handling — FAQ or objection-busting section 8. Final CTA — urgency element + primary CTA repeated 9. Guarantee — risk reversal statement ``` **GATE: Approve structure before writing.** --- ## Phase 3: Write ### Hero Section ``` ## Hero Section **Headline:** [10 words or fewer — states the primary benefit or transformation] **Subheadline:** [1-2 sentences — expands on the headline with specifics] **CTA Button:** [Action-oriented text: "Get [Offer] Now" / "Start [Benefit] Today"] **Hero Image Direction:** [What the image should show] ``` Headline formulas: - "[Achieve Result] Without [Common Obstacle]" - "The [Adjective] Way to [Desired Outcome]" - "Stop [Pain]. Start [Gain]." - "[Specific Result] in [Timeframe]" ### Problem Section ``` ## Does This Sound Familiar? - [Pain point 1 — written in the visitor's own words] - [Pain point 2] - [Pain point 3] [Agitate: 1-2 sentences on what happens if they do nothing] ``` ### Benefits Section ``` ## What You Get **[Benefit 1 headline]** [2 sentences — outcome the buyer experiences, not a feature description] **[Benefit 2 headline]** [2 sentences] **[Benefit 3 headline]** [2 sentences] ``` Rule: every benefit must answer "So what?" from the visitor's perspective. ### Social Proof Section ``` ## What [Customers/Users/Members] Are Saying > "[Specific testimonial with a measurable result]" > — [Name], [Title/Business] > "[Another testimonial]" > — [Name], [Title/Business] **[Number] [customers/downloads/users] and counting.** ``` ### How It Works ``` ## How It Works **Step 1: [Action]** — [One sentence explanation] **Step 2: [Action]** — [One sentence] **Step 3: [Action]** — [One sentence] ``` Always simplify to 3 steps, even if the actual process has more. ### Objection Handling / FAQ ``` ## Frequently Asked Questions **[Objection framed as a question]** [Direct answer that removes the concern] **[Objection 2]** [Answer] ``` ### Final CTA + Guarantee ``` ## [Urgency headline if applicable] [1-2 sentences restating the key benefit] [CTA BUTTON: Same text as hero CTA] **[Guarantee]:** [Money-back period, no-risk language, or satisfaction promise] ``` ### Writing Rules | Rule | Detail | |------|--------| | **One CTA** | Every button on the page drives the same action | | **Benefits over features** | "Save 5 hours a week" not "Automated workflow engine" | | **Short paragraphs** | 1-3 sentences per section | | **Scannable** | Bold key phrases, use bullet points, clear section headers | | **Specificity wins** | "$47 one-time" beats "affordable pricing" | | **CTA appears 3x** | Hero, mid-page, and final section | --- ## Phase 4: Polish ### 1. Conversion Checklist ``` ## Landing Page Checklist - [ ] Headline communicates the primary benefit in under 10 words - [ ] Subheadline adds specificity or addresses the target audience - [ ] CTA button text uses an active verb (not "Submit" or "Learn More") - [ ] CTA appears at least 3 times on the page - [ ] Benefits are outcomes, not features - [ ] Social proof includes specific results (not just "Great product!") - [ ] "How it works" is simplified to 3 steps - [ ] Top 3 objections are addressed in the FAQ - [ ] Guarantee or risk-reversal is included - [ ] Page has one goal and one CTA (no competing links or actions) - [ ] Copy reads well on mobile (short blocks, no wide elements) ``` ### 2. Headline Variants Provide 3-5 headline alternatives for A/B testing. ### 3. Design Notes Include layout suggestions, image direction, and color/contrast notes for CTA buttons. --- ## Example: Landing Page for a Freelance Proposal Template ``` Hero: "Win More Clients With Proposals That Close" Subheadline: "The exact proposal template that helped 500+ freelancers close $2M+ in projects. Download it free." CTA: "Get the Free Template" Problem: "You spend hours writing proposals that go nowhere..." Benefits: Close 3x more projects / Write proposals in 15 minutes / Look more professional than 90% of freelancers Social proof: "I closed a $12K project using this template the week I got it." — Jason R. How it works: 1. Download the template 2. Fill in your details 3. Send and close Guarantee: "100% free. No credit card. Unsubscribe anytime." ``` --- ## Anti-Patterns - **Multiple CTAs** — "Buy now, subscribe, follow us, read the blog" splits attention. One page, one action. - **Feature dumping** — listing every feature without translating to benefits. Always answer "What does this mean for me?" - **Weak headlines** — "Welcome to Our Product" wastes the most important real estate on the page. Lead with the benefit. - **No social proof** — unproven claims are ignored. Even one testimonial is better than none. - **Vague guarantees** — "Satisfaction guaranteed" is meaningless. "30-day money-back, no questions asked" is specific. - **CTA only at the bottom** — visitors ready to convert after the hero section should not have to scroll to find the button. --- ## Recovery - **No testimonials:** Use placeholder text and ask the user to collect 3 testimonials. In the meantime, use metrics ("500+ downloads") or credibility markers ("Featured in..."). - **Offer is hard to explain:** Force a one-sentence summary. If it takes more than one sentence, the offer needs simplification. - **No urgency element:** Create one — early-bird pricing, limited bonus, or seasonal framing. If impossible, lean harder on the benefit. - **Page is too long:** Cut the weakest section. Most landing pages perform best at 500-1,500 words. - **User wants multiple CTAs:** Push back firmly. One CTA. Period. If they have multiple offers, they need multiple landing pages.