Marketing Landing Page
Use this skill when the page exists to convert a specific campaign intent: signup, download, demo request, waitlist, registration, or lead capture.
Goal: keep the page single-minded. Every section should remove one objection or strengthen one reason to convert.
Conversion model
Before building, define:
- one audience
- one offer
- one primary CTA
- one strongest proof source
If the page has multiple goals, split the page or downgrade secondary actions.
Default sequence
- Hero: promise, audience fit, CTA, proof teaser
- Why now: pain, change, or opportunity
- Offer detail: what the visitor gets and how it works
- Proof: results, logos, testimonials, or product evidence
- Friction removal: FAQ, pricing cue, timeline, or requirements
- Final CTA: repeat the action with reduced hesitation
Hero rules
- State the benefit fast.
- Keep the CTA visible without scrolling.
- Show one dominant visual or one product demonstration, not both competing equally.
- Use supporting proof near the CTA if trust is the main blocker.
- Minimize top navigation unless the campaign requires exploration.
CTA rules
- Use one label consistently across the page.
- Repeat the CTA after each major proof or explanation block.
- Match the CTA to effort: "Book demo" and "Start free" are not interchangeable.
- If a form is above the fold, keep it short and explain what happens next.
Content rules
- Write to a specific problem, not to "everyone".
- Replace abstract claims with concrete outcomes.
- Use sections to handle objections one at a time.
- Put technical detail below value and proof unless the audience is highly technical.
Reject these failures
- Website-style nav with too many exits
- Multiple competing CTAs
- Long feature grids with no proof
- Testimonial quotes with no role, company, or context
- Forms that ask for more than the offer justifies
Final checks
- Can the visitor understand the offer in under five seconds?
- Is the primary CTA obvious in every major section?
- Does each section either explain, prove, or reduce friction?