landing-page

Triggers

Activate on: "create landing page", "write landing copy", "improve conversion", "page not converting", "hero section help".

Core Structure

Every landing page follows the same spine:

Section	Purpose	Height
Hero	Hook + CTA	100vh
Problem	Agitate pain	Short
Solution	Your answer	Medium
Benefits	What they get	Medium
Social proof	Trust signals	Variable
CTA	Convert	Compact

See sections.md for detailed requirements per section.

Hero Formula

[Headline: Outcome they want]
[Subhead: How you deliver it]
[CTA button] [Secondary action]
[Visual: Product/result]

Headline test: Would they screenshot and send to a friend?

Copy Rules

You > We. Talk about them, not yourself.
Specific > Vague. "Save 4 hours/week" beats "Save time"
One CTA. Everything else is distraction.
Objection handling. Answer "why not?" before they ask.

See copy.md for formulas and examples by page type.

Conversion Checklist

Before launch:

[ ] CTA visible without scrolling
[ ] Load time <3s
[ ] Mobile-first (60%+ traffic)
[ ] Single goal, single action
[ ] Social proof near CTA
[ ] Friction removed (minimal form fields)

See optimization.md for A/B testing and analytics setup.

Red Flags

Stop and fix: - Multiple competing CTAs → Pick one - Features without benefits → Translate to outcomes - No social proof → Add testimonials, logos, numbers - Wall of text → Break into scannable sections - Generic stock photos → Use product/real images

By Page Type

Different goals need different emphasis:

Type	Lead with	CTA
SaaS	Demo/trial	Start free
eCommerce	Product + offer	Buy now
Lead gen	Value prop + form	Get [resource]
Event	Date + speakers	Register

See templates.md for page-type specific structures.