SKILL.md — Landing Page Builder

Build a conversion-optimized landing page with a distinctive visual identity — backed by 67+ UI styles, 161 color palettes, 57 font pairings, and 35 landing page patterns. Ships fast: design research → copy → code → live preview → deploy.

Overview

A landing page has one job: convert visitors into leads, signups, or customers. Everything — design, copy, structure, CTA — serves that one goal.

Pipeline (5 Phases):

Phase 0 — Understand    →  What is this page for? Who is it for? What's the #1 action?
Phase 1 — Design        →  Style, color palette, fonts from the design database
Phase 2 — Copy          →  Headline, subheadline, sections, CTA text
Phase 3 — Build         →  HTML/CSS (default) or Next.js static page
Phase 4 — Deliver       →  Live preview → Vercel deploy

Tech Stack Options

Stack	When to Use
HTML + CSS + Vanilla JS	Default. Fastest to build and deploy. No dependencies.
Next.js (static export)	When user already has a Next.js project, or needs MDX/i18n
React + Vite	When user wants component-based structure but not full Next.js

Default to HTML + CSS + Vanilla JS unless the user specifies otherwise. A landing page doesn't need a framework.

File Structure (HTML default)

landing-page/
├── index.html          # Main page
├── styles.css          # All styles + CSS variables (design tokens)
├── main.js             # Minimal JS: mobile nav toggle, scroll effects, form
├── assets/
│   ├── fonts/          # Self-hosted fonts (if not using Google Fonts CDN)
│   └── images/         # Logo, hero image, etc.
└── README.md

Phase 0 — Understand the Page

0.1 Key Questions

Before any design or copy work, answer these:

Question	Why It Matters
What is this page promoting?	Product, service, event, waitlist, app, course...
Who is the target visitor?	Demographics, pain points, level of awareness
What is the ONE action you want visitors to take?	Sign up, buy, download, contact, join waitlist
What's the current stage?	Pre-launch (waitlist) / launch / established product
Any existing brand?	Colors, fonts, logo — or starting from scratch?
Tone?	Professional, playful, bold, minimalist, luxury...
Competitors' pages?	Any to emulate or differentiate from?

0.2 Conversion Goal Mapping

Page Type	Primary CTA	Key Sections
Waitlist / Pre-launch	"Join the waitlist"	Hero + Problem + Teaser + Social proof + CTA
SaaS Product	"Start free trial" / "Get started"	Hero + Problem + Solution + Features + Pricing + FAQ + CTA
Mobile App	"Download on App Store"	Hero + Screenshots + Features + Reviews + Download
Course / Event	"Enroll now" / "Register"	Hero + What you'll learn + Instructor + Curriculum + Testimonials + CTA
Agency / Service	"Book a call" / "Get a quote"	Hero + Services + Process + Case studies + Trust + CTA
Physical Product	"Buy now" / "Shop"	Hero + Product shots + Benefits + Reviews + FAQ + CTA

Phase 1 — Design Research

1.1 The Design Database

# Style search
python3 src/ui-ux-pro-max/scripts/search.py "<query>" --domain style --max-results 5

# Color palette
python3 src/ui-ux-pro-max/scripts/search.py "<mood/industry>" --domain color --max-results 5

# Typography
python3 src/ui-ux-pro-max/scripts/search.py "<style/mood>" --domain typography --max-results 3

# Landing page patterns (35 templates)
python3 src/ui-ux-pro-max/scripts/search.py "<product type>" --domain landing --max-results 3

# Product-type rules (anti-patterns included)
python3 src/ui-ux-pro-max/scripts/search.py "<product type>" --domain product

# Full design system shortcut
python3 src/ui-ux-pro-max/scripts/search.py "<query>" --design-system -p "<Page Name>"

# Stack-specific snippets
python3 src/ui-ux-pro-max/scripts/search.py "<query>" --stack html
python3 src/ui-ux-pro-max/scripts/search.py "<query>" --stack nextjs

1.2 Anti-AI-Slop Rule

Before touching code, commit to a specific aesthetic direction. Landing pages especially suffer from generic AI aesthetics:

❌ Generic (avoid)	✅ Distinctive (aim for)
Purple/blue gradient hero on white	A palette with real personality and contrast
Inter font everywhere	A distinctive heading font that sets the tone
3 icon cards with "Feature 1, 2, 3"	Layouts that serve the actual content
Stock photo hero	Purposeful imagery or illustration direction
CTA button that looks like every other site	A button that earns attention

1.3 Design Brief for Landing Pages

## Landing Page Design Brief: <Product/Service Name>

### Page Goal
- **What it promotes:** <product/service/event>
- **Primary CTA:** <exact CTA text>
- **Target visitor:** <who>
- **Page type:** <waitlist / SaaS / app / course / agency / product>

### Style Direction
- **Primary style:** <from search — e.g., "Dark Glassmorphism", "Warm Editorial">
- **One-word aesthetic:** <e.g., "urgent", "premium", "playful", "authoritative">
- **Why this style:** <one sentence>

### Color Palette
- **Background:** <hex> — <name>
- **Text primary:** <hex>
- **Accent / CTA color:** <hex> — must be high-contrast, draws the eye
- **Surface / card:** <hex>
- **Gradient (if any):** <from> → <to>

### Typography
- **Heading font:** <name> + Google Fonts URL
- **Body font:** <name> + Google Fonts URL
- **Heading size (hero):** <e.g., 64px desktop / 40px mobile>

### Landing Page Pattern
- **Pattern:** <from landing search results>
- **Section order:** <list>

### Key Effects
- <animations, scroll effects, hover states from style search>

### Anti-Patterns to Avoid
- <from product search>

1.4 Quality Criteria

Page type identified, conversion goal clear
At least 3 style options searched and considered
Color palette: bg, text, accent, surface all defined
Accent/CTA color is high-contrast and visually dominant
Font pairing selected with Google Fonts links
Landing page pattern chosen (section order)
User approved the Design Brief

Phase 2 — Copy

2.1 Copy Hierarchy

Every section of a landing page serves a specific persuasion function:

Hero           → Grab attention + communicate core value in 3 seconds
Problem        → Make the visitor feel understood ("you have this pain")
Solution       → Introduce the product as the answer
Features/Benefits → Prove it — show HOW it solves the problem
Social Proof   → Build trust — testimonials, logos, numbers
Pricing        → Remove the decision barrier (if applicable)
FAQ            → Address objections
CTA            → Ask for the action — clear, urgent, low-friction

2.2 Headline Formula

The hero headline must answer: "What is it, who is it for, and why should I care?" in under 10 words.

Strong formulas:

[Outcome] for [Audience] — without [Pain]
The [adjective] way to [do the thing]
[Big promise]. [Short proof].
Stop [bad thing]. Start [good thing].

Avoid:

Vague value props ("The platform that transforms your workflow")
Feature-first headlines ("Built with AI and machine learning")
Question headlines ("Tired of X?") — overused

2.3 CTA Copy Rules

❌ Weak	✅ Strong
Submit	Get early access
Click here	Start my free trial
Learn more	See how it works
Sign up	Join 2,400 founders

CTA should state what the visitor gets, not what they do.

2.4 Copy by Page Type

Waitlist page:

Headline: The promise of what's coming
Subheadline: Who it's for + when
Social proof: "X people already on the list"
CTA: "Get early access" / "Join the waitlist"

SaaS product:

Headline: The outcome the software delivers
Features: 3-4, benefit-first (not feature-first)
Social proof: customer logos OR testimonials (not both on small pages)
Pricing: 3 tiers max, highlight the recommended one

Mobile app:

Hero: app screenshots prominently displayed
Feature list: 3-5 key things, 1-line each
Reviews: 3 star ratings with text
Download badges: App Store + Google Play

2.5 Quality Criteria

Hero headline answers "what, who, why" in under 10 words
Subheadline adds one specific detail the headline can't fit
All CTAs state what the visitor gets (not what they do)
Features are written as benefits (outcome-first, not feature-first)
Social proof is specific (numbers, names, logos — not vague)
No filler phrases ("world-class", "cutting-edge", "revolutionize")

Phase 3 — Build

3.1 HTML Structure

<!DOCTYPE html>
<html lang="en">
<head>
  <meta charset="UTF-8">
  <meta name="viewport" content="width=device-width, initial-scale=1.0">
  <title><Page Title> — <Tagline></title>
  <meta name="description" content="<150-char description>">

  <!-- Google Fonts -->
  <link rel="preconnect" href="https://fonts.googleapis.com">
  <link href="https://fonts.googleapis.com/css2?family=<HeadingFont>:wght@400;600;700&family=<BodyFont>:wght@400;500&display=swap" rel="stylesheet">

  <!-- OG Tags for social sharing -->
  <meta property="og:title" content="<title>">
  <meta property="og:description" content="<description>">
  <meta property="og:image" content="<og-image-url>">

  <link rel="stylesheet" href="styles.css">
</head>
<body>
  <!-- Nav -->
  <nav class="nav">...</nav>

  <!-- Hero -->
  <section class="hero">...</section>

  <!-- [Sections per Design Brief pattern] -->

  <!-- Final CTA -->
  <section class="cta-section">...</section>

  <!-- Footer -->
  <footer class="footer">...</footer>

  <script src="main.js"></script>
</body>
</html>

3.2 CSS Architecture

/* ── 1. Google Fonts import (or @font-face) ── */
/* ── 2. CSS Variables (design tokens) ── */
:root {
  /* Colors from Design Brief */
  --color-bg: <hex>;
  --color-bg-secondary: <hex>;
  --color-text: <hex>;
  --color-text-muted: <hex>;
  --color-accent: <hex>;        /* CTA color — high contrast */
  --color-accent-hover: <hex>;
  --color-surface: <hex>;       /* card/panel bg */
  --color-border: <hex>;

  /* Typography */
  --font-heading: '<HeadingFont>', serif;
  --font-body: '<BodyFont>', sans-serif;

  /* Type scale */
  --text-hero: clamp(2.5rem, 6vw, 4.5rem);  /* responsive hero headline */
  --text-h2: clamp(1.75rem, 4vw, 2.75rem);
  --text-h3: clamp(1.25rem, 2.5vw, 1.75rem);
  --text-body: 1.125rem;
  --text-sm: 0.9rem;

  /* Spacing */
  --section-padding: clamp(4rem, 10vw, 8rem);
  --container-width: 1200px;
  --gap: 1.5rem;
  --radius: 12px;
  --radius-lg: 20px;

  /* Shadows */
  --shadow-sm: 0 1px 3px rgba(0,0,0,0.08);
  --shadow-md: 0 4px 16px rgba(0,0,0,0.12);
  --shadow-lg: 0 8px 32px rgba(0,0,0,0.16);
}

/* ── 3. Reset + Base ── */
/* ── 4. Layout utilities (.container, .section, .grid) ── */
/* ── 5. Components (nav, button, card, badge, form) ── */
/* ── 6. Sections (hero, features, pricing, testimonials, cta, footer) ── */
/* ── 7. Animations + effects ── */
/* ── 8. Responsive (mobile-first: min-width breakpoints) ── */

3.3 Key Section Implementations

Hero Section

<section class="hero">
  <div class="container">
    <div class="hero__content">
      <!-- Badge (optional) -->
      <span class="badge">✦ Now in beta</span>

      <!-- Headline — most important element on the page -->
      <h1 class="hero__headline">
        <span class="hero__headline-main"><Main headline></span>
        <span class="hero__headline-accent"><Accented part></span>
      </h1>

      <!-- Subheadline -->
      <p class="hero__subheadline"><Subheadline — 1-2 sentences></p>

      <!-- CTA group -->
      <div class="hero__cta">
        <a href="#signup" class="btn btn--primary btn--lg"><Primary CTA></a>
        <a href="#how-it-works" class="btn btn--ghost"><Secondary CTA></a>
      </div>

      <!-- Social proof micro-signal -->
      <p class="hero__proof"><★★★★★ Trusted by 2,400+ users></p>
    </div>

    <!-- Visual (product screenshot, illustration, etc.) -->
    <div class="hero__visual">
      <div class="hero__visual-wrapper">
        <!-- product screenshot / mockup / illustration -->
      </div>
    </div>
  </div>
</section>

CTA Button System

.btn {
  display: inline-flex;
  align-items: center;
  gap: 0.5rem;
  font-family: var(--font-body);
  font-weight: 600;
  border-radius: var(--radius);
  cursor: pointer;
  transition: all 0.2s ease;
  text-decoration: none;
  border: 2px solid transparent;
}
.btn--primary {
  background: var(--color-accent);
  color: #fff;
  padding: 0.875rem 2rem;
}
.btn--primary:hover {
  background: var(--color-accent-hover);
  transform: translateY(-2px);
  box-shadow: var(--shadow-md);
}
.btn--ghost {
  background: transparent;
  color: var(--color-text);
  border-color: var(--color-border);
  padding: 0.875rem 1.5rem;
}
.btn--lg { font-size: 1.0625rem; padding: 1rem 2.25rem; }
.btn--sm { font-size: 0.875rem; padding: 0.5rem 1.25rem; }

Signup Form (waitlist / lead capture)

<form class="signup-form" id="signup">
  <input
    type="email"
    name="email"
    placeholder="Enter your email"
    required
    autocomplete="email"
    class="signup-form__input"
  >
  <button type="submit" class="btn btn--primary">
    <Primary CTA text>
  </button>
</form>

// main.js — form submission (connect to Formspree / Mailchimp / etc.)
document.querySelector('.signup-form')?.addEventListener('submit', async (e) => {
  e.preventDefault()
  const email = e.target.email.value
  // TODO: connect to form backend (Formspree, ConvertKit, etc.)
  e.target.innerHTML = '<p class="signup-form__success">✓ You\'re on the list!</p>'
})

3.4 Scroll Animations

// Intersection Observer for scroll-in animations
const observer = new IntersectionObserver((entries) => {
  entries.forEach(entry => {
    if (entry.isIntersecting) {
      entry.target.classList.add('visible')
      observer.unobserve(entry.target)
    }
  })
}, { threshold: 0.1 })

document.querySelectorAll('.animate-on-scroll').forEach(el => observer.observe(el))

.animate-on-scroll {
  opacity: 0;
  transform: translateY(24px);
  transition: opacity 0.6s ease, transform 0.6s ease;
}
.animate-on-scroll.visible {
  opacity: 1;
  transform: translateY(0);
}
/* Staggered delays for grids */
.feature-card:nth-child(1) { transition-delay: 0s; }
.feature-card:nth-child(2) { transition-delay: 0.1s; }
.feature-card:nth-child(3) { transition-delay: 0.2s; }

/* Respect prefers-reduced-motion */
@media (prefers-reduced-motion: reduce) {
  .animate-on-scroll { opacity: 1; transform: none; transition: none; }
}

3.5 Mobile Nav Toggle

const menuToggle = document.querySelector('.nav__toggle')
const navLinks = document.querySelector('.nav__links')
menuToggle?.addEventListener('click', () => {
  navLinks.classList.toggle('nav__links--open')
  menuToggle.setAttribute('aria-expanded',
    navLinks.classList.contains('nav__links--open'))
})

3.6 Implementation Rules

Rule	Detail
CSS variables only	No hardcoded colors or spacing anywhere in the CSS
`clamp()` for type	Hero headline uses `clamp()` — responsive without media queries
Mobile-first	Write base styles for mobile, use `min-width` for desktop
Semantic HTML	`<nav>`, `<main>`, `<section>`, `<article>`, `<footer>` — no `<div>` soup
No layout shift	Set explicit dimensions on images, reserve space for fonts
CTA above the fold	Primary CTA must be visible without scrolling on desktop AND mobile
One primary CTA per section	Don't confuse visitors with multiple competing actions
Alt text on all images	Even decorative ones get `alt=""`

3.7 Quality Criteria

Phase 4 — Deliver

4.1 Preview

Start local preview with:

# Option 1: Python (no install)
python3 -m http.server 8080

# Option 2: Node (npx)
npx serve .

# Option 3: start_web_service tool (for hosted preview URL)

Use start_web_service tool to generate a hosted preview URL.

4.2 Validation Checklist

Visual:

Design Brief's aesthetic is recognizable and distinctive
Fonts loaded correctly (check browser Network tab)
Color palette applied throughout
Responsive at 375px (iPhone SE), 768px (tablet), 1280px (desktop)
No horizontal scroll on any breakpoint

Conversion:

Hero CTA visible above the fold on mobile AND desktop
CTA text states what the visitor gets
Social proof visible early (ideally in or near hero)
Form works (submits, shows success state)

Technical:

Page loads < 3s on simulated slow 3G
No console errors
OG tags present (paste URL into opengraph.xyz to verify)
Favicon set

4.3 Deploy to Vercel

# One-command deploy
npx vercel --prod

# Or use deploy_to_vercel tool

Vercel deploys HTML/CSS/JS as static files with zero config needed.

4.4 Optional Integrations

Feature	Tool	Setup
Email capture form	Formspree	Add `action="https://formspree.io/f/YOUR_ID"` to `<form>`
Email capture	Mailchimp embed	Paste embed code
Analytics	Plausible / Google Analytics	Add script tag
A/B testing	Vercel Edge Config	Advanced

4.5 Delivery Summary Format

## ✅ Landing Page Live!

**Page:** <Product/Service Name>
**Goal:** <Primary CTA — what visitors are asked to do>
**Style:** <Primary style from Design Brief>
**Palette:** <2-3 main colors>
**Fonts:** <Heading> + <Body>

### Sections built
- <list of sections>

### Preview
<live URL>

### To deploy to production
1. `npx vercel --prod` from this folder
2. Connect to custom domain in Vercel dashboard

### To connect email capture
<Formspree or Mailchimp instructions>

### What to do next
- Test on real devices (iOS + Android)
- Set up analytics
- A/B test the headline copy
- Connect email capture to your list

Technical Reference

Landing Page Patterns (from database)

Search for the right pattern:

python3 src/ui-ux-pro-max/scripts/search.py "<product type>" --domain landing

Common patterns:

Pattern	Best For	Section Order
Hero-First	Apps, SaaS	Hero → Features → Social proof → Pricing → CTA
Problem-Solution	B2B, complex products	Hero → Problem → Solution → Features → Proof → CTA
Waitlist	Pre-launch	Hero → Teaser features → Social proof → Signup form
Video-Led	Demos, courses	Hero + video → Benefits → Testimonials → CTA
Comparison	Against competitors	Hero → Comparison table → Testimonials → CTA

Design Database Quick Reference

# All domain searches
python3 src/ui-ux-pro-max/scripts/search.py "<query>" --domain style
python3 src/ui-ux-pro-max/scripts/search.py "<query>" --domain color
python3 src/ui-ux-pro-max/scripts/search.py "<query>" --domain typography
python3 src/ui-ux-pro-max/scripts/search.py "<query>" --domain landing
python3 src/ui-ux-pro-max/scripts/search.py "<query>" --domain product
python3 src/ui-ux-pro-max/scripts/search.py "<query>" --domain ux
python3 src/ui-ux-pro-max/scripts/search.py "<query>" --domain google-fonts

# Full design system
python3 src/ui-ux-pro-max/scripts/search.py "<query>" --design-system -p "<Name>"

# HTML stack snippets
python3 src/ui-ux-pro-max/scripts/search.py "<query>" --stack html

Quality Maxims

One page, one goal. Every section, every word, every button exists to drive toward the single CTA. Remove anything that doesn't.
Above the fold is everything. If the headline and CTA aren't compelling in the first screen, the visitor is gone.
Specific beats vague. "Join 2,400 founders" beats "Join thousands". "Save 4 hours/week" beats "Save time".
Design earns trust. A bad-looking page signals a bad product. Design is not decoration — it's credibility.
Bold beats safe. A distinctive aesthetic makes the page memorable. Generic = forgettable = low conversion.
No AI slop. If it looks like every other AI landing page (purple gradient, Inter font, 3 icon cards), the conversion rate will match.

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