Landing Page Brief
Turn an offer into a build-ready landing page spec — the sections, the message in each, the proof, and the CTAs — so a designer, developer, or page builder can execute without guessing. A good brief decides the page's job and the order of persuasion before a single pixel is placed.
When to use
The user is about to build (or rebuild) a landing page and needs the structure and copy direction first.
Before you start
- Read the brand/product context (
.agents/product-marketing.md / .agents/aaj-brand.md) and reuse the positioning if it exists; otherwise pull it from the positioning-statement skill.
- Lock the page's one job — the single conversion goal (signup, demo, purchase, lead) — and the one audience it speaks to.
- Gather the core benefit, supporting benefits, proof (data, testimonials, logos), objections to overcome, and the competitive alternative.
Workflow
- Define the through-line: the single promise the whole page makes, derived from positioning.
- Lay out the sections in persuasion order using the template in
resources/brief-template.md (hero → proof → how it works → benefits → objection handling → final CTA).
- Write copy direction for each section — the message and angle, not necessarily final words — plus the specific CTA.
- Place proof deliberately near the claims it supports and the points of hesitation.
- Add conversion + SEO/GEO notes: one primary action, minimal form, and the page's title/meta, answer-first intro, and schema (hand to the
geo-content-optimization skill if the page must rank/be cited).
Present the result
Deliver the section-by-section brief (section, purpose, message/copy direction, proof, CTA), the single primary CTA, and the SEO/GEO notes — ready to hand to a builder.
Guardrails & common mistakes
- One job per page. A page that tries to do everything converts no one.
- Lead with the outcome, not the feature list or the company story.
- Match message to traffic source. A page for a specific ad should echo that ad's promise.
- Don't bury proof. Put it where doubt arises, not only at the bottom.
- Minimize the ask. Every extra field and every secondary CTA costs conversion.
Related AAJ resources
Related skills
positioning-statement (the through-line) · copywriting (final copy) · website-conversion-audit (grade it once built) · ab-test-significance (test variants).
Credits
Original AAJ skill. The Agent Skills format and Corey Haines' coreyhaines31/marketingskills (MIT) were references for structure and coverage; this skill is independently written. See the repository README.
1---2name: landing-page-brief3description: Use when the user wants to plan or spec a landing page before building it — structure, copy, sections, and conversion elements. Also use when the user mentions landing page brief, page wireframe, "what should go on this page", page outline, or wants a build-ready spec for a designer, developer, or page builder. Produces a section-by-section brief with copy direction and CTAs.4license: MIT5---67# Landing Page Brief89Turn an offer into a build-ready landing page spec — the sections, the message in each, the proof, and the CTAs — so a designer, developer, or page builder can execute without guessing. A good brief decides the page's job and the order of persuasion before a single pixel is placed.1011## When to use1213The user is about to build (or rebuild) a landing page and needs the structure and copy direction first.1415## Before you start16171. **Read the brand/product context** (`.agents/product-marketing.md` / `.agents/aaj-brand.md`) and reuse the positioning if it exists; otherwise pull it from the `positioning-statement` skill.182. **Lock the page's one job** — the single conversion goal (signup, demo, purchase, lead) — and the one audience it speaks to.193. **Gather** the core benefit, supporting benefits, proof (data, testimonials, logos), objections to overcome, and the competitive alternative.2021## Workflow22231. **Define the through-line:** the single promise the whole page makes, derived from positioning.242. **Lay out the sections** in persuasion order using the template in `resources/brief-template.md` (hero → proof → how it works → benefits → objection handling → final CTA).253. **Write copy direction** for each section — the message and angle, not necessarily final words — plus the specific CTA.264. **Place proof deliberately** near the claims it supports and the points of hesitation.275. **Add conversion + SEO/GEO notes:** one primary action, minimal form, and the page's title/meta, answer-first intro, and schema (hand to the `geo-content-optimization` skill if the page must rank/be cited).2829## Present the result3031Deliver the section-by-section brief (section, purpose, message/copy direction, proof, CTA), the single primary CTA, and the SEO/GEO notes — ready to hand to a builder.3233## Guardrails & common mistakes3435- **One job per page.** A page that tries to do everything converts no one.36- **Lead with the outcome**, not the feature list or the company story.37- **Match message to traffic source.** A page for a specific ad should echo that ad's promise.38- **Don't bury proof.** Put it where doubt arises, not only at the bottom.39- **Minimize the ask.** Every extra field and every secondary CTA costs conversion.4041## Related AAJ resources4243- Interactive tool: https://aajconsult.com/tools/webgen-ai4445## Related skills4647`positioning-statement` (the through-line) · `copywriting` (final copy) · `website-conversion-audit` (grade it once built) · `ab-test-significance` (test variants).4849## Credits5051Original AAJ skill. The Agent Skills format and Corey Haines' `coreyhaines31/marketingskills` (MIT) were references for structure and coverage; this skill is independently written. See the repository README.
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