polar-bear-org/claude-skills

Landing Page Copy

When To Use

A campaign needs a page, the launch is close, and all you have is a product sheet full of features. This turns it into a page a visitor from an ad or email can read top to bottom and act on, with every promise backed by something the brand holds.

When Not To Use

If the page should be found through search and explain a topic, run SEO Content Brief; a landing page converts campaign traffic. If the copy is written and you need to know whether its claims stand up, run Claim Substantiation Check directly.

Inputs

• The product sheet or brief, and the one action the page asks for
• The audience in their own words: persona or Jobs to Be Done Map notes, real questions, paraphrased review themes
• Proof the brand holds (certifications, data with its source, testimonials with permission) and the Brand Voice Guide If you have none of this, I start from the product sheet and the call to action, and mark the output as a first draft.

Approach

Problem, agitate, solution is a practitioner convention with no single originator: name the problem, show what it costs, then the answer. Its known failure is the middle step: agitation turns into manufactured fear. Here the agitate step uses only consequences the evidence shows. Proof follows CAP Code 3.7 from the ASA and CAP: documentary evidence held before a claim consumers would see as objective goes live. The failure mode it prevents: a "trusted by thousands" banner on launch day, when nobody knows where the number came from.

Workflow

1. Ask three questions: what one action should a visitor take, where does the traffic come from, and what proof do you actually hold.
2. Write the hero line: who it is for and what it does, in the audience's words from the persona or review evidence. Write two options; the subhead adds the main benefit.
3. Write the problem in the audience's words. Agitate only with real consequences the evidence shows; if there is no evidence, the section stays short and plain.
4. Turn features into benefits: a two-column pass, feature from the sheet on the left, what it changes for the reader on the right. A benefit with no feature behind it is cut.
5. Place proof: only what the brand holds, each item with its source. Gaps read [proof needed]; testimonials read [real customer quote, with permission and evidence it is genuine].
6. Write objections and FAQ from real questions and from the anxiety and habit forces, if mapped. Answer each plainly; do not dodge price or limits.
7. Write one call to action, matched to the ad or email that sends the traffic, and list every objective claim, comparative and superlative for the Claim Substantiation Check.

Output Format

# Landing Page Copy
Audience: [who] · Traffic from: [source] · Call to action: [one action]
## Hero
- Option A: [hero line] · Option B: [hero line] · Subhead: [main benefit]
## The problem
[in the audience's words; consequences only from evidence]
## Benefits
| Feature (from the sheet) | Benefit to the reader |
|---|---|
| [feature] | [benefit] |
## Proof
- [proof item or "proof needed"] · source: [source] · permission: [yes / not needed]
## Objections and FAQ
- [question]: [plain answer]
## Call to action
[button label] · [one supporting line]
## Claim list
- [claim] · [objective / comparative / superlative] · [evidence held / evidence needed]
## Decision
[Approver name] signs off the claim list and the proof by [date]; [owner] builds the page.

Done When

• Every benefit traces to a feature on the product sheet
• Every proof item names its source, or reads [proof needed]
• Comparatives and superlatives all sit in the claim list
• The page asks for one action, matching the traffic source

Quality Bar

• Agitation never invents a fear the evidence does not show.
• The page keeps the promise the ad or email made; a visitor never lands on a different offer.
• Claim questions are flagged for the approver; check with a qualified adviser.
• Proof on the page is real and sourced; Claude never invents a testimonial, review count or statistic.

Next

Run gmkt-seo-content-brief (SEO Content Brief) to bring search traffic as well as campaign traffic.

About the makers

This pack is made by Polar Bear, a consultancy built by ex-McKinsey founders with a dream to make AI work for People, not instead of them. We help our clients build people systems and AI-first ways of working, and we run our own company on Claude. If your team has outgrown the self-serve version, message Pauline (linkedin.com/in/paulinebertry).