landing-page-copy

Files (4)

• SKILL.md
• framework-notes.md · references/
• check-output.py · scripts/
• output-template.md · templates/

SKILL.md (first lines)

# Landing Page Copy

## Overview

Landing page copy is not literature. It is salesmanship in text. Every word
either moves the visitor toward conversion or gives them a reason to leave.
The mistake: writing copy that sounds clever instead of copy that closes.
"Revolutionary AI-powered workflow optimization" sounds smart to the writer.
It means nothing to a visitor who wants to know "will this save me 10 hours
a week?" This skill covers conversion copy frameworks, section-by-section
patterns, and testing methodology — built on the shoulders of Joanna Wiebe,
Oli Gardner, Harry Dry, and the direct response legends.

## When to Use

Trigger phrases: "landing page copy", "hero copywriting", "CTA optimization",
"conversion copy", "sales page copy", "write landing page", "optimize hero
section", "A/B test landing page copy", "messaging for landing page",
"headline formulas", "value proposition copy"

## Authoritative Foundations

### Joanna Wiebe — Copyhackers
"The first rule of conversion copy: start with the problem, not the product.
Nobody cares about your product. They care about their problem. Show them you
understand their problem better than they do — then show the solution."

**Wiebe's 3-step persuasion:**
1. **I know what you're going through** (empathy with the problem)
2. **Here's what's possible instead** (the promised land)
3. **Here's how to get there** (your product)

### Oli Gardner — Unbounce
"The 5-second rule: within 5 seconds of landing on your page, a visitor should
be able to answer: What is this? What's in it for me? What do I do next?"

**Gardner's attention ratio:** Every page should have exactly ONE conversion
goal. If there are 10 links on the page and 1 CTA, the attention ratio is 10:1.
Reduce links, increase conversions.

### Harry Dry — Marketing Examples
"Don't tell me your product is fast. Show me a screenshot of the load time.
Don't tell me customers love you. Show me the exact quote. Don't tell me you
grew fast. Show me the revenue chart. Show, don't tell — always."

### Eugene Schwartz — Breakthrough Advertising (1966)
"There are two kinds of copy: copy that creates desire, and copy that channels
existing desire. The latter is far easier and far more profitable. Find the
desire. Channel it. Don't try to create it."

## The Landing Page Copy Architecture

### Section 1: Hero (Above the Fold)

**The most valuable real estate on your entire website.** 80%+ of visitors
never scroll past the hero. You have 3-5 seconds before they leave.

**Headline formula — 5 patterns that work:**

| Pattern | Formula | Example |
|---|---|---|
| **Outcome** | "Get [desired outcome] without [pain]" | "Get 47% reply rates without manual research" |
| **Problem-First** | "Stop [pain]. Start [outcome]." | "Stop guessing emails. Start closing deals." |
| **Specific Result** | "[Number] [result] in [timeframe]" | "Find any email in 30 seconds or less" |
| **Question** | "[Burning question your ICP asks]" | "Still manually searching for prospect emails?" |
| **How-To Promise** | "How [target] [result] without [pain]" | "How B2B teams 3x pipeline without hiring SDRs" |

**Headline rules (Wiebe + Gardner):**
- Under 12 words. 6-8 is the sweet spot.
- No jargon. No "revolutionary," "advanced," "best-in-class."
- Specific over clever. "47% reply rate" > "Unlock email potential"
- The visitor should know what you do AND why they should care in one read

**Subheadline (1-2 sentences):**
Expands on the headline. Clarifies who it's for and what they get. Concrete,
not abstract. "12,000+ sales teams use LeadMagic to find and verify prospect
emails — built directly into their workflow."

**Hero CTA copy:**

| Component | Bad | Good |
|---|---|---|
| Button text | "Submit" / "Learn More" | "Start free trial" / "Get your first 50 emails free" |
| Supporting text | None | "No credit card required. 14-day free trial." |
| Secondary CTA | "Contact sales" | "See how it works" (video/demo) |

**Hero CTA rules:**
- Button text = the action + the value. "Start free trial" (action + zero-risk).
  "Get your score" (action + value). "Find emails now" (action + urgency).
- ONE primary CTA. Two CTAs split attention and reduce conversion.
- Supporting text directly below button: answer the #1 anxiety ("No credit
  card," "14-day free trial," "Cancel anytime").
- Secondary CTA (if you must): not competing. Smaller. Less prominent. "See
  how it works" or "Watch demo" — NOT "Contact sales" next to "Start trial."

### Section 2: Social Proof

**Place IMMEDIATELY after hero.** The visitor just learned what you do. Now
they need to know: "Do other people trust this?"

**Social proof hierarchy (most to least effective):**
1. **Customer results with specific numbers:** "Acme Corp increased reply rates
   from 3% to 47% in 30 days." Specific. Verifiable. Powerful.
2. **Customer quotes with full attribution:** "LeadMagic paid for itself in the
   first week." — Jane Smith, VP Sales, Acme Corp. Not: "Great product!" — Jane S.
3. **Customer logos (recognizable names):** 6-8 logos in a row. "Trusted by
   2,000+ teams." Best if the visitor recognizes the logos.
4. **Aggregate metrics:** "12,000+ companies. 500M+ emails verified. 99.5% accuracy."
5. **Media / press mentions:** "As featured in TechCrunch, SaaStr, First Round Review"
6. **Star ratings / review count:** "4.8/5 on G2 (500+ reviews)"

**Social proof copy rules (Harry Dry):**
- Every claim needs proof. "Trusted by 2,000+ teams" — show the logos or
  the counter.
- Quotes must be specific. "We got 47% reply rates" > "We love it"
- Attribution is mandatory. No "Jane S." — full name, title, company.
- Place the strongest proof closest to the CTA.

### Section 3: Value Propositions

From LeadMagic/gtm-skills, MIT.

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